The Role of Communication Strategies in Change Management ...

Somboon Kulvisaechana
reflects its current businesses, not simply traditional mail and parcel services. These include
logistics, supply chain management, warehousing, e-commerce, and tailored solutions for
large business customers, both at home and abroad. The Consignia brand will be used
internationally to underpin its mergers, acquisitions, and joint ventures. It hence proves that
Consignia’s business is growing substantially and underlines its ambitions to be successful in
the international market. The new change may not guarantee the global success
notwithstanding. Actually, a focus on the UK postal market has been considered a critical
part of the business plan over the next few years. On the practical level, the name has not
changed many other implications. Changing a business status means that the company has a
legal obligation to display the official company name to which it becomes recognizable and
less confusing with the word “Post Office.” 3 The relationship between Consignia and the
existing consumer brands is that Consignia serves as the umbrella, but the actual service is
delivered through each brand as normal. 4
Regarding the business status introduction, Consignia, which acts as a holding company, has
become a public limited company (plc), wholly owned by the Government, with a more
commercial freedom and financial independence. It no longer operates with a statutory
monopoly but under a licensed regime with the regulator. Having entered into a new world
of commercial freedom, Consignia can borrow to invest for the future without referring back
to the government, perform a joint venture with a suitable partner in the UK and abroad, and
acquire other businesses in various geographical regions as it expands internationally.
For these reasons, Consignia is undertaking a critical internal reorganization “Shaping for
Competitive Success” (SCS) which tends to enable itself to face the challenges of working in
a regulated environment and the new commercial freedom. SCS results in the creation of
new market-facing service delivery units and an opportunity to organize their business units
for these new challenges. In addition, Consignia is not entitled as the UK postal
administrator, but a postal operator licensed and regulated by the Postal Services Commission
(PostComm), and subject to the rules of regulated industry. It is monitored by the press and
the customer body, PostWatch. And it needs to meet not only the Government’s expectation
but also the customer satisfaction by showing a tangible improvement of services.
Otherwise, the loss of all parts of the business can be a negative consequence. 5
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