Change Management in Morrisons during Covid-19 Pandemic

This report discusses the change management strategies adopted by Morrisons during the Covid-19 pandemic, including the adoption of digital technology for food delivery services and the impact of micro-environmental forces on the implementation of changes. The report also evaluates the Adkar model and Lewin's change model for managing change in organisations.

Change management

INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................3
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
The methods and measures by which a company analyse and implements changes within
its management is refer as change management. It is the collection of all approaches to make,
support and assists employees as well as teams of companies to effectively adapt to
organisational changes. The major purpose of change management is to execute strategies for
better change and control those modifications in a way that people do not find it difficult to
adapt. For this reason, it should be considered by organisations that how the alterations will
impact operations and process of businesses. For this report the selected company is Morrisons,
which is one of the leading supermarket chain in UK.
Background of company
Morrisons is a supermarket chain founded in 1899 with headquarter in Bradford,
England. It stores were primarily were in North England only but after take over of Safeway in
2004, the reach of company broaden in South England also. In 2021, the company has around
500 stores across England and Scotland with around one lakh employees working for the firm.
Morrisons serves around eleven million people per week in form of foods, beverages, clothings,
books, magazines etc. The role of company is to serve its citizens with best quality food at
economic prices. Their vision is to make and offer products that all are proud of and where every
employee efforts taken into consideration to maximise the level of customer satisfaction.
Overview of change chosen
Morrisons undertakes various changes in their operations due to Covid 19 pandemic one
of which is starting online delivery and expanding the scope of existing delivery slots to
strengthen brand image and to be more approachable to consumers at the time of pandemic. They
provides same day online delivery of products to its loyal customers and also made partnerships
with various delivery partner to deliver groceries in less than 30 minutes. In addition to that,
Morrisons also provides food parcels to help the needy people. By adopting these changes
Morrisons have been able to create value and differentiate its company in the competitive
market.
Area of business- Morrisons has around 500 supermarkets across England, Wales and
Scotland. Presently, it is the fourth biggest supermarket chain in UK. It provides grocery and
related services to the citizens of England. The company operates on integrated model by
producing its own meat, fruits, vegetables and baked products from various sites across UK.
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Type of change- Morrisons changes its core purpose in providing reassurance to
consumers during pandemic and make it to see itself in role of feeding the nation. The company
adopts nation wide home delivery services at the time of pandemic. The company make more
delivery slots and launch new range of simple ordering food parcels so that the vulnerable and
affected people wont find it difficult about what to order. In doing so, the company created
additional 3000 jobs opportunities. They also pay their employees who are infected by Covid 19.
Motivation of change- The motivation to bring changes in the operations of company
comes when the management review the adverse impact of pandemic on the people of its own
nation. The force to serve its consumers in the time of need drives the motivation of doing
something. The deal with delivery partners for timely delivery of groceries is the result of
helping people affected from coronavirus.
The changes made by Morrisons to effectively deal with pandemic has also get some
criticism which are discussed below:
Forcefield analysis-
Factors that support changes-
 Morrisons will help the people in need.
 The management of company thinks it as a good time to serve the nation.
 The changes brings more people in brand and helps in increasing its goodwill.
Factors that do not support changes-
 The deal with delivery partners to reduce delivery time can resulted in more expense for
Morrisons.
 Making food parcels with every piece of food can reduce profitability for Morrisons.
 Launching new range of products needs more time and cost which can affect the current
productivity of firm.
Rationale behind choosing Morrisons for understanding the concept of bringing changes
in the period of Covid 19 pandemic is the it is a retail sector and has get highly impact due from
global pandemic. Even though many businesses goes affected in a tremendous way but this
company has guts to bring changes at that time. Apart from that, it has also effectively
implement those changes in its business operations.
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This essay critically highlights the influence of environmental inhibitors on bringing
environmental change. It also throws light on how to manage this change trough use of
appropriate theory and concept.
MAIN BODY
Change management can be described as a broad concept which principally covers
approaches and concepts for preparing as well as supporting individuals in accordance with
organisational change (Doppelt and McDonough, 2017). In business parlance, it can be changes
related to workplace culture, adoption of digital technologies and organisational processes. It is
imperative for professionals or managers to make effective plan and formulate strategies before
bringing any change as it affects an organisation as a whole. Key concepts in relation to change
management are leadership style, maturity level as well as readiness of employees for adapting
such variations at workplace. In relevance with Morrisons, this change is related with business
processes and digital adoption of technology for making food delivery service effective at the
times of global pandemic. Leadership style can be understood as a method adopted by leaders for
providing guidance and motivation to their followers in order to improve their productivity level.
It is desirable for managers to organise, structure as well as operate changes through effective
leadership styles.
Change leadership can be assessed in business through building a vision, develop a story
and make their followers ready to adapt changes (Nugroho, 2018). In a nutshell, it is the leaders
who initiate and lead the change. In context to Morrisons, employees faces varied issues at the
time of global pandemic, it was the top management who organises change and operate in an
effective manner at the workplace. Change maturity can be described as a sophistication level of
organisation to adapt changes. It is three tier model which basically consists of advance,
intermediate and basic level. It determines at which level an organisation can adapt changes. In
accordance with Morrisons, they have bought changes in their organisational culture and
processes through the adoption of digital technology for reaching a vast customers in a timely
manner.
Change readiness can be described as level of adaptability an organisation and its
employees have for making variations in processes (O’Donovan, 2017). Changes that came in
businesses processes of Morrisons at the time of covid pandemic, employees and managers are
not ready for that. However, with some evolving time, top management of Morrisons understood
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that in order to maintain a differentiated position and gain a large market share, it is imperative
for them to bring variations in their workings as well as processes. Thus, through adopting
proper leadership styles, they get their employees ready to implement changes that is increase
their production level and application of digital technology for delivering food in a timely
manner.
In order to better understand about the concept of change management, numerous models
are given by differential authors. These models encompasses of Kurt Lewin’s change model,
Adkar framework, McKinsey model and many more. Adkar model of change is a management
tool which has been evaluated outcome-oriented changes in an establishment (Dzwigol and Et.
Al., 2019). It is designed to limit the resistance of employees while implementation of changes.
It is initiated with the procedure of bringing awareness for making changes in an organisation. It
is imperative for organisational managers to communicate the changes to their employees
through an effective communication channel. Desire for bringing the change can help in making
acceptance process easy. As in the case of Morrisons, due to global pandemic employees are
somewhat ready that few variations will come up in their operation and working style. It is
imperative for managers of Morrisons to assess the desired knowledge and competencies of their
employees, workers and suppliers before bringing changes in organisational processes.
Knowledge and competencies alone cannot achieve anything, it should be combined with ability
of employees to accept the changes. It is desirable for top management to ascertain varied
weaknesses and strengths of their workers as well as suppliers for increasing the production of
products.
Reinforcement can be achieved when employees got stick or embrace changes whole-heartedly
(Wallis, 2020). For this practice, organisational managers should communicate the impact and
positive side of changes through proper channels. This model is adopted by managers of
Morrisons in order to ascertain the resistance, readiness and acceptance level of their employees
regarding the changes adopted at the time of global pandemic.
Lewin’s change model is based on bringing constant changes in business processes which
led them to grow and develop in a significant manner (Galli, 2018). It talks about three stages
which are needed by individuals for accepting the change in a sizeable manner. Unfreezing is
considered as a stage of transition where changes are introduced and it is expected from
individuals to forget the old procedures for accepting new methods. In relevance with Morrisons,
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managers have proceeded with changes in their organisational processes because of hit of global
pandemic. Changing is understood as a phase of implementing of actual changes. At this phase,
changes should be communicated properly and managers also provide guidance to their
employees for smooth implementation of change. Refreezing phase of Lewin’s model of change
is regarded as the stage of equilibrium whereby changes are accepted by individuals. In order to
make employees struck to this point, it is imperative for organisational managers to provide them
rewards and recognition. This model can be adopted by managers of Morrisons for
understanding and assessing the behaviour as well as actions of their employees in order to
implement change in an effective manner. This model is justified for Morrisons as they have to
deal with behaviour of employees when they are bringing change in relation to digital
transformation of processes.
Micro-environment forces encompasses varied factors from the broader economy sense of a
specified nation. Analysis of change in context to micro-environment factors includes forces like
technological, economic, social and political. Technological factors talks about bringing up of a
new technology for the development of a business (Gigliotti and Et. Al., 2019). UK is one of the
leading technological-driven country which support establishments in creating their
differentiated position in marketplace. Managers of Morrisons have also adopted digital
technology in order to make changes in their business operations due to global pandemic.
Economic forces closely relates with increase in inflation rates, fluctuations in GDP rates and
unemployment rates. In UK, global pandemic has led to suffer all most all the establishments
with decrease in profits and termination of extra staff. At that time, top management of
Morrisons have announced to increase their production level and also hired a large number of
pickers to deliver essentials to customers who have ordered through online mobile application.
Social factors includes those aspects which are related with size, attitudes, perception and
tastes of population (Olins, 2017). In UK, people are adaptable to technology which led
Morrisons to reach them in effective manner. Digital changes and increase in production level
are appreciated by UK citizens in a significant manner. Political factors consists of various
legislations framed by government, political stability and administrative system of a specified
country. In UK, government has supported organisations and its employees in a sizeable manner
during the period of covid pandemic. Changes which were made by Morrisons were also
supported by government through providing varied schemes and programmes.
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Micro-environment factors are closely related with establishments and impact directly on
business processes (Hemme, Bowers and Todd, 2018). These consists of those environmental
forces which have their influence on the performance level as well as routine activities of an
organisation. These majorly comprises of suppliers, market intermediaries, competitors and
customers. Suppliers play an crucial role in organisation as when Morrisons declare their
changes to increase their production, there is a need of strong supplier connectivity which help
them to bring changes in an effective manner. Market intermediaries are described as middleman
or agents that aids an organisation in reaching to their customers in an efficient way. In relevance
to Morrisons, these intermediaries consists of pickers who pick as well as deliver food items,
transportation, warehouse and many more.
While implementing changes in Morrisons, these forces support them to do it in an efficient
manner. Competitors are consider as those forces who compete with organisation in order to gain
larger market share and differentiated position (Harmon, 2019). In relevance with Morrisons,
top management bring changes in their manufacturing unit as well as adaption of digital
technology before their competitors which help them to generate more revenues. Most vital
aspect of micro environmental forces are customers of an establishment as they greatly assist in
revenue generation process. It is imperative for organisational managers to determine their target
customers as well as try to create and maintain strong relationship with them in order to increase
organisation’s viability. In relevance with Morrisons, managers have made changes in their
business operations for making their customers comfortable and as per their convenience.
In organisational context, changes are very important as it helps in growth and development
of an establishment. Organisational changes can be understood as identifying the workings of an
organisations through new methods (Kuzmanova and Ivanov, 2019). In relation with Morrisons,
managers and employees were performing their previous duties but with the help of new as well
as advanced technology. This helps them in making a greater reach to customers as well as
improve their conversion rates. Apart from the time period of global pandemic, this practice
would aid them in increase in their revenue generation as well as market share.
Resistance can be understood as a phenomenon that affects the process of change from the
phase of its initiation (Maile, 2020). Adkar model can be applied by managers of Morrisons for
limiting the resistance of employees in bringing changes in an effective manner. This is initiated
with creating awareness for bringing changes in business operations. At first instance, strategists
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of Morrisons have made their employees ready to implement the changes. They have made their
employees aware about covid pandemic has changed the ways of working and it is a necessity to
amend the old procedures of performing a job through the aid of digital technology. After
creating awareness, they have foster the desire for application of change. At this phase,
resistance for adopting the changes are common to employee. Personnel are not ready to accept
the changes as this led to change in their working processes. Employees have shown resistance in
accepting the changes. As per the change theory, people start to unfreeze their old behaviours
and attitudes through proper training. However, in reality it is seen that employees are not ready
to accept the changes in an easy manner. It is imperative for managers of Morrisons to
understand the core reason of resistance and foster desire to accept the change. It is desirable for
managers of Morrisons to provide knowledge to employees through proper training sessions. It is
a vital aspect to assess capabilities of employees for adapting to changes. In context to
Morrisons, managers have to access competencies of their employees, suppliers and workers in
order to determine the degree of acceptance the changes done to production level as well as use
of digital technology. Next step for Adkar model is reinforce those changes in organisation
effectively. At this phase, canes are accepted in full and achievements can be discussed with
employees in order to improve their zeal for making variations in business processes. In
relevance with Morrisons, at this stage changes which came through application of digital
technology are accepted by employees.
Lewin model of change can be applied in an organisation through its three stages. At
unfreezing, employees are expected to forget their past experiences as well as old procedures in
order to move on to accept new methodologies. Managers of Morrisons have inspired tier
employees to understand the need of the hour for adopting digital technology. During change
phase, managers of Morrisons provide guidance and direction to their employees through an
effective communication channel for better implementation. At the phase of refreezing, it is
important for organisational managers to support their employees as they are accepting the
change in a slow manner (Noori and Latifi, 2018). This model can be used for assessing varied
perceptions and attitude of employees regarding changes. However, this model is often criticised
for ignoring the role of power, politics and conflict resolution among employees.
Critical Review of Change:Change Management is an important part of growth of
business growth making organization progress more effectively within particular market. Also
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change has helped in making an organization develop effective structure for working of an
organization. Changes can be small and big depending over natures and characteristic of market.
Change makes an organization like Morrison to adjust as per market by applying appropriate
models and theories which make its profit and revenue increased. Managers of Morrisons are
ready to make changes in their delivery processes and also adopt digitalisation in their business
processes. At the unfreezing stage of Lewin change model, employees are not ready to adopt
changes as they have experience of many years for following the old procedures. This changes
has become hectic for them as they have attend training sessions while performing their routine
activities. Employees of Morrisons are ready to accept changes in relation to digital
transformation in their processes after providing proper training. As this is the need of the hour
to adopt digital practices in business operations in order to develop a differentiated position.
Thus change has played important role within organization like Morrison. Importance and
Impact of the Change on the Organisation: Change is vital in organizations like Morison, as
its allow employees to analyze new competencies, find out new opportunities and workout their
creativity in strategies that in the long run benefit the enterprise through new mind and prolonged
commitment. Preparing employees to deal with the ones changes includes an assessment of the
device and education required to help them studies new competencies. Changes bought by
managers of Morrisons in relation to adoption of digital technology, they have reported increase
of 48% of sales through online channels. (Rigby C., 2021). Managers of Morrisons have been a
leading retailer by widening its range of online channels and engaging more customers with them
through Amazon and Deliveroo. By analysing their profits through digital channels, Morrisons is
now been trying to increase their efficiency through their services due to their official site
morrison.com. Training can be provided through traditional take a look at room settings or,
increasingly, through online studying opportunities. Importantly, organizations need to do a
tremendous pastime of evaluating employees' skills and then taking steps to fill the gaps amongst
modern competencies and the competencies required to answer to growth. It impacts an
organization like Morrisons in a way that it has helped in developing positive approach which
makes organization developed towards path for its growth and development. Change has brought
diversity within workforce as individuals from all over the world are able to work together as one
unit. Thus change has helped in making job satisfaction created within employee by fulfilling
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their needs. Morrisons is required to adopt changes as it has tendency to impact organizations
working.
Reflection on Models: I have learned from various models that these are frameworks
which encapsulate a foundational concept, a methodology, a content material fabric meta model,
and an in-depth method to conducting the transformation exchange dreams and foster adoption
and reputation of the cutting-edge favoured state. The concept and methodologies used within
change by Morrison has helped organization to offer an in-intensity method to directorial change.
They intention to offer a manual to creating adjustments, navigate the revolution method, and
making sure that adjustments are widespread and placed into practice. Also I have observed that
forecasting change forecast the system alternate will take and put together human beings for this.
I have used Lewin change model in managing business operations of an organisation.
This model suggests three phases which is used by me to understand the physiology of
employees which promoted me to get insights in relation to resistance and acceptance regarding
the change. At unfreezing state, I have make my employees forget about their old behaviours. I
also make them understand about the rationale of changing business processes and usage of
digitalisation. At changing stage, I have bought variations in business operations in moving
towards to digital practices. My employees resist to leave their comfortable zone but I have made
them realize about the necessity of transforming into digital technology. Even employees were so
stressed for adopting digital practices, they are thinking to leave their job. I made them
understand about the emergence of digitalisation in every field and they have to learn varied
process in moving to any other industry or job. At last they accepted the changes under freezing
state and I have tried to make them on that phase by providing them rewards as well as praise for
their achievements. For making the changes effective I would like to provide proper trainings to
my employees and also make them aware of changes.
People can normalise their revel in the use of a version of alternate and alternate fashions offer a
shape that offers all people a feel that the alternate is manageable. Employee overall performance
is much more likely to growth whilst workforce sense supported and recognize the alternate
system Measured results No alternate attempt must start with out an meant end result and the
way this could be measured. Models of alternate require targets to be set, schedules created and
budgets to be negotiated. Also it has been observed by me that organization like Morrisons by
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applying these theories is able to deal with issues related to management and structures regarding
it (Wiggins, 2014).
Change fashions has helped Morrisons for provide an exquisite way to diploma how
humans are handling extrude and what interventions may be most useful. A extrude model offers
an opportunity to diploma: the rate at which human beings are adopting modifications expected
or slower than expected, professional efficacy how effectively they have got applied new
knowledge and practices, budgets time. A trade manage model describes and simplifies a method
in a way anyone can understand. A model creates an goal for trade that allows human beings to
recall their characteristic inside aspect the approach and holds human beings chargeable for their
non-public transition. Further, I discovered that if Morrison does now no longer use those
fashions holds the chance of now now no longer undertaking the supposed trade or first-rate
undertaking it in direction of success. Also it have learned that Motivational theories had been
studied with the aid of using many scientists for lots years. Motivation is “the methods that
account for an individual’s intensity‚ direction‚ and staying power of attempt closer to achieving
a goal.” In laymen phrases motivation has been stated to be a reasoning of why human beings do
the matters that they do or say a number of the matters they are saying and need a number of the
matters they need. Many scientists positioned a variety of effort and time into the take a look at
of humans and this exciting subject matter checking out hypotheses. I have made an observation
upon change models produced as they are responsible for developing motivation within
employee. Alternate control device can motive problems. Imagine a co-employee installs a brand
new transfer, assessments the connectivity, after which heads home. The subsequent day, a
whole institution of structures come to be unavailable. Morrison suspect that every one the
structures is probably related to the brand new transfer however there's no documentation of the
alternate. Morrison don’t realize which structures are the usage of the brand new transfer, or
what ports they may be related to (XIANG and et. al., 2013). Morrison now should spend
valuable time seeking to research what the present day surroundings is earlier than Morrison
could even start to troubleshoot the actual issue. This is an instance of ways the alternate itself
may not be the motive of an outage, however with out right documentation and processes in
place, modifications can nonetheless negatively effect the functioning of the network. To
mitigate those risks, the excellent exercise is to broaden a alternate control strategy. Many task
managers of Morrison aren't certain approximately the distinction among a configuration control
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device and a extrade control device. Most task managers recognise approximately a extrade
control device, and extrade manipulate, however maximum of them are neither privy to nor have
used a configuration control device. Configuration control is more often than not a model
manipulate device for the goods of a task or device. These merchandise are called configuration
items, together with software program modules, hardware gadgets, database tables, etc. A
configuration is the diagnosed and documented purposeful and bodily traits of a product or
service, or additives of a device together with hardware gadgets and software program modules.
The paintings this is achieved as a part of a task together with programming is taken into
consideration a manner. The extrade control device oversees how any extrade to the techniques
associated with a task need to be achieved. The configuration control device oversees how any
modifications to a product’s configuration need to be performed. The following is an instance of
the distinction among a configuration control device and a extrade control device. Suppose a
software program product has been designed as a two-tiered set of software program modules.
This will be the configuration component of the software program product and could come
below configuration control. The real manner of writing code, testing, integrating modules,
making modifications, etc. will be the manner of creating the product and could come below the
manipulate of extrade control. If it became determined to extrade the product from a two-tiered
set of modules to a three-tiered set of modules, this will come below the configuration control
device due to the fact it's miles a extrade to the product configuration in phrases of including an
extra factor to the shape and relationships inside the task.
CONCLUSION
The techniques and measures via way of means of which a enterprise examine and
implements modifications inside its control is refer as extrade control. It is the gathering of all
processes to make, help and assists personnel in addition to groups of agencies to successfully
adapt to organisational modifications. The fundamental cause of extrade control is to execute
techniques for higher extrade and manage the ones changes in a manner that human beings do
now no longer locate it hard to adapt. For this reason, it need to be taken into consideration via
way of means of establishments that how the changes will effect operations and procedure of
businesses. For this record the chosen enterprise is Morrisons, that is one of the main grocery
store chain in UK. Change control may be defined as a vast idea which basically covers tactics
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and ideas for getting ready in addition to assisting people according with organisational extrade .
In commercial enterprise parlance, it could be adjustments associated with place of work culture,
adoption of virtual technology and organisational processes. It is vital for experts or managers to
make powerful plan and formulate techniques earlier than bringing any extrade because it
impacts an employer as a whole. These fashions encompasses of Kurt Lewin’s extrade version,
Adkar framework, McKinsey version and lots of more. Adkar version of extrade is a control
device which has been evaluated outcome-orientated adjustments in an establishment. It is
designed to restriction the resistance of personnel whilst implementation of adjustments. It is
initiated with the method of bringing recognition for making adjustments in an organisation. It is
vital for organisational managers to talk the adjustments to their personnel via an powerful
conversation channel. Employee common overall performance is more likely to boom at the
same time as body of workers feel supported and understand the change machine Measured
consequences No change strive should begin without an supposed stop end result and the manner
this will be measured. Models of change require goals to be set, schedules created and budgets to
be negotiated. Also it's been discovered through me that agency like Morrisons through making
use of those theories is capable of address problems associated with control and systems
concerning it.
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