For an organization undergoing massive changes, there will usually be barriers that will block the flow of communication. Canadian Tire is one such organization finding itself in this situation.
Canadian Tire has been around for almost a century now, and great changes have occurred. But the problem is how to communicate these changes? Many people still view Canadian Tire as one of the “Old” domestic retailers. With many long years of service they have built this reputation. Having a reputation has its ups and downs, and when trying to compete in a rapidly changing and competitive market, it may cause the communication of changes to be difficult. Consumers must be made aware that the “New” Canadian Tire is a new and improved business model and has a lot more to offer.
In saying this, I believe that the one of the barriers blocking the communication of changes is their reputation. It is hard for an organization to change its model and expect consumers to be aware immediately. It is a gradual process of making people aware of what new features are available and what old ones have changed. A new reputation must be formed. This is important because if it fails the organization may fail. In the economy today you either keep out or get left behind, “Out with the old, in with the new”. Other barriers such as increasing competition from competitors will also block communication.
When organizations are undergoing massive changes, a certain level of balance should be attained in order to keep satisfied current customers, and attract new ones. Canadian Tire has been doing a good job of this because they have been keeping up with the current market and competition while keeping the customers satisfied.
