Digital transformation of Age UK services

KWAME NKRUMAH UNIVERSITY OF
SCIENCE AND TECHNOLOGY
BSc HOSPITALITY AND TOURISM
MANAGEMENT (HTM)
MANAGEMENT AND ORGANIZATIONAL
BEHAVIOR ( HTM 264)
NAME: OSEI SAMUEL ABOAGYE
INDEX NUMBER: 8242421

HENRI MINTZBERG MANAGERIAL ROLES
Managers are very important figures and play a crucial role in organisation whether they are
public or private, small or large in relation to their size. They are responsible for the day-to-day
operations, including planning, leading, organizing and controlling the actions of employees, in
order to achieve their organizational goals. A management theorist, Henri Mintzberg, who did an
observational studies, in order to group managerial role into ten different types, which fall under
three main categories; interpersonal, informational, and decisional.
1. INTERPERSONAL :
Interpersonal roles consist of figurehead, leader, and liaison.
 Figurehead: In accordance with the figurehead role, the manager is considered to
be the organization’s figurative leader. So, in addition to carrying out symbolic
task and serving as an inspiration to his staff, the manager is also required to hold
social, legal and ceremonial responsibilities. The staff members view the manager
as a person in a position of power
 Leader: In this role, the manager serves as the head of the department, the team,
or even the entire business. A manager’s duties as a leader include inspiring and
leading personnel as well as training, influencing and providing advice to them.
Another component of being a leader is overseeing the responsibilities and
outcome of each group member.
 Liaison: It is important for managers to communicate with both employees and
customers. Managers need to build a network of both internal and external
interactions in order to successfully communicate and maintain the information
ties within and outside of the company.
All These roles are crucial in establishing a positive corporate culture, promoting
teamwork, and boosting employee morale.
2. INFORMATIONAL:
Component of informational role include Monitor, Disseminator, Spokesperson
 Monitor: The manager’s responsibilities in this position include gathering
important information for the business and keeping an eye out of relevant

Digital transformation of
Age UK services

Table of Contents
Introduction......................................................................................................................................1
Results of secondary research..........................................................................................................1
Age UK structure, company culture, mission/aims, competitors, products/services and
organisational strategy............................................................................................................1
Most popular digital mediums and/or social media platforms amongst older adults.............2
The barriers faced by Age UK in getting their clients to access digital services...................4
Discussion........................................................................................................................................4
Conclusion.......................................................................................................................................5
Recommendation.............................................................................................................................5
REFERENCES................................................................................................................................6

Introduction
The current scenario and issue of the Covid-19 has created many challenges for business
organisation and charitable firms that effects their delivery of services due to lock down and
social distancing norms (Hafnawi, 2021). The branch of Age UK on which current report is
present is the AGE UK NORTH CRAVEN that is located in the district of North Yorkshire,
England. The current report comprises of a discussion about the structure and aim of Age UK
along with its organisational strategy and structure. Further, an implication of most used digital
platform and Barriers faced in getting clients to access digital services is also made.
Results of secondary research
Age UK structure, company culture, mission/aims, competitors, products/services and
organisational strategy.
The Age UK is a well-known and registered charity trust and firm situated across various
location of United Kingdom that was formed on 25 February 2009, and launched on 1 April
2009 which is basically a charitable company limited by guarantee and the main purpose and aim
of which is to promote any charitable purposes and programmes for the benefit of older people.
The Age UK organisation is a combined operations of the previously separate charities Age
Concern England and Help the Aged which are operating in collaborative manner to form the
UK's largest charity for older people (TREVES, 2021). The organisational structure of the Age
UK is based on functional kind of structure that comprises of a Board of trustee at top most and
near around 14-20 staff members working to provide different services along with 200+
volunteers to support better living of older people. Along with this, an effective communication
and transparent business operations and activities are being seen at the Age UK that supports
highly enthusiastic and passionate company culture to support maintain positive difference in the
lives of older people. The main mission and purpose of the Age UK company comprises of the
“To increase the range and level of quality for the older people through reducing isolation and
loneliness along with facilitating life-enhancing services and vital support to people in their later
life” (Our Mission and Values: AGE UK NORTH CRAVEN, 2021). The main aim and objectives
of the Age UK company are listed and provided as below:
 To create a place that is more age friendly and makes older people more comfortable and
safe especially in their later life.
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