Brief Description of Change Management : Hong Kong Viewpoint

Brief Description of Change

            Each and every industries may it be small or large companies are subject to different factors that affect the firm’s function as a whole.  In the light of this, there are certain ways or techniques that can be considered in order to emerge and continue to be competitive within the market place.  One of these is the initiation of changes and innovation within the industrial sector so as to provide quality products and services to the consumers and to ensure that the company will be able to outgrow their rival companies. Known as change management, companies, businesses and working organisations are integrating change into their work system so as to be competitive and be more efficient in satisfying clients or customer needs.  According to Carlopio (1998) change may be referred as the implementation of an innovation, in which the vital role is to improve output through an adaptation of practices. As an inevitable competitive leader in the fast food and dining-out business, Café de coral has always try to innovate their products and marketing strategy  so as to achieve quality products and services to their customers which is a part of the string commitment with the business. The change process will be in line with redefining the image of the group through the use of Integrated Marketing Communication.