Change Management in Morrisons during Covid-19 Pandemic

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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