Instructions: Apply the People Alignment (step 3) from the sequential change management model below to the Best Buy case below. Include in your answer how can the CEO use the Make Vs Buy human resources change strategies EXPANDING THE MARKET FOR BEST BUY Julie Gilbert, senior vice president at Best Buy, recognized an opportunity. Women were showing a growing interest in shopping for electronics. That shift was due in part to the introduction of entertainment systems and flat screen televisions that attracted the attention of women shoppers. According to the Consumer Electronics Association, women now influenced 57 percent of the $140 billion annual electronics purchases made in the United States. Best Buy stores were often seen as unappealing, even hostile to women. Noted one female shopper," avoid Best Buy like the plague. I find it difficult to get the attention of an employee, and then they seem to be somewhat terse. They rarely have offered options or helpful advice. If I really need something from there and I can't find it elsewhere, I send my husband. "Other women reported a preference for shopping on the Internet for electronics. Given Best Buy's origins, its appeal to male shoppers was hardly surprising. The company began in St. Paul, Minnesota in 1966 and catered to young male consumers. As the business expanded, that focus remained unchanged. "Our stores used to have one primary customer in mind," agreed current CEO Brad Anderson. "That was the young, techno-savvy male." It was Julie Gibert who noticed both the problem and the opportunity. In 2005, she calculated that of the $90 billion annual purchases in the U.S. market influenced by women, Best Buy accounted for $10 billion. Not bad, she thought, but Best Buy could do much better. Gilbert also knew that return and exchange rates were 60 percent lower on purchases when couples were involved in a purchase than when they were made by men alone. Furthermore, couples tended to buy higher end fand higher margin) products than did men when shopping alone. Gilbert saw an opportunity to expand Best Buy's market dominance by claiming a larger share of women-influenced purchases. Asential Model for Effective Change implementation