The Theory Behind Change Management Strategies: A Case Study of Easyjet

This essay discusses the importance of change management in organizations, with a focus on Easyjet. It explores different theoretical schools of strategic business and change management, and how they can be applied to Easyjet. The report also uses tools and models such as SWOT and PESTLE analysis to evaluate the internal and external environment of the organization. The role of KPIs in measuring the progress of change management is also discussed.

THE THEORY
BEHIND THE
STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Change management can be defined as a set of tasks which is carried out by an
organization to manage the prevailing changes in order to restrict or confront the potential issues
which may take place. The essay is aimed to discuss these notions in context of Easyjet
company. It is a UK based organization which is serving people in around 30 countries and over
1000 routes. The organization is also part of FTSE 250 and have great name. The report will be
discussing change management strategies and its prominence with respect to the organization
(Dzwigol, et al. 2019)
MAIN BODY
Strategic business and change management are sort of so called notions in the prevailing
circumstances. The modern business environment is highly unstable and having intensive
fluctuations so for an organization like Easyjet it is essential to have strong change management
so can confront to it. Some models or theories can be used by the company to manage changes
and helping itself for strategic direction.
The organization may go with different theories or thoughts of strategic business
management. For instance- Classical approach is one of them. It paves way to examine all
associated aspects in classical manner so if business wants to expand its operations so may go
with well perceived strategy. Easyjet plc is working in around 30 nations, there are number of
markets are to be explored. This approach has made some obstacles on the way of change
management. It promotes sort of traditional ways to run an organization which hinders its path.
Scientific Management is another theoretical schools which helps to fabricate strategies
for organization. It considers all key aspects such as Productivity factor, Scientific way to
perform some acts, paying more for more work etc. If an organization is striving to make long
term policy then it is the best theory which brings ease and help to draft plan. Easyjet is having
Vision “ To make the travel easy affordable, enjoyable”. This is only possible if it timely
evaluates its approach so here Marketing mix model will help a lot. Change management has
always been a tough nut to crack. Specifically when it comes to such global organizations who
are getting affected by number of factors (AlManei, Salonitis and Tsinopoulos, 2018)
In the 1920s Human Relations Schools came into existence and introduced a dynamic
way to bring strategic and change management. It has been quite attractive since it was giving
priority to human relationship which started ruling the operations. For example- companies like

Easyjet who is operating its business with around 13000 employees so the model is significant
for the organization.
The role of strategy formation is very much prominent. As it is known that Flyjet is
operating the business in number of markets. Strategy formation eradicates all vagueness and
paves the way forward, it also helps to wipe out all roadblocks and aids to grab the business
objectives. Flyjet is having objective “To change the future of flying”. So such things can be
achieved by strong strategy formation (Cameron and Green, 2019)
For shaping its strategic direction the Flyjet may take some steps which will guide it to
bring some paradigm shifts, these steps are as-
 Perceiving the need of strategic planning.
 Setting feasible goals,
 Development of assumptions.
 Making in-depth research.
 Fabrication of action plan.
 Development of supporting plan.
 Implementation.
 Monitoring.
These steps will help the company to manage the changes and being lucrative in such drastic
market.
Before going for such change management it is essential for the organization to evaluate
both external and internal environment so can go with the most rational method. The SWOT
analysis is as-
Strengths
 It is a great brand among people.
 Having widely spread operation.
 Working in more than 30 nations.
Weaknesses
 Not having its presence in wide number of markets.
 The business is having issues in internal management which occurred losses in 2021 of
£1,458 million (Stouten, et al. 2018)
 Lack of diversification.

Opportunity
 May explore more markets.
 The brand name can be used.
 Post Covid market may give big chances.
Threats
 Facing tough competition form Ryanair, Debonair, Virgin Express.
 The market is not stable.
 Brexit may offer new problems.
 Post Covid perils.
For evaluating the external business environment PESTLE analysis is being carried out as-
Political factors
The Brexit transition brought severe challenges before the organization. At the same time
in 2019 France changed pension policy which may pour on horrendous repercussions.
Economic factors
It has grounded it's all fleets on 30 March 2020 which affected it negatively. Now even
the business is occurring losses. The fuel prices are also going up which may be a big tension.
Social and cultural factors
In 2018 the customer services were alleged to be not good which affected approach of
specifically upper class people in UK. Digital presence of other organization is also changing
customer behaviour.
Technological factors
With the progress of technological development. The key competitors such as Debonair
are expanding their wings and offering severe challenges to the organization. Whereas the
company is supposed to work on its digital presence.
Legal factors
In 2020, it has faced jeopardy of cyber attack which deteriorated its name and raised legal
obligations. On the other hands, the legal stick got driven towards its name (Vokes, Bearman,
and Bazzoli, 2018)
Environmental factors
The organization is doing its best to reduce carbon emission. On the other hands it is
timely making contribution to CSR so can help environment protection.

These models are helpful for strategic business and change management, since for
Easyjet these models are citing both internal and external environment and needs of changes. On
the basis of these models some changes can be inculcated and Easyjet can shape up its
operations. The change management is needed rigorously since it can be deciphered form the
evaluation made above by drafting PESTEL and SWOT analysis (Hegarty, 2021)
At the same time the company's reports are also stating the same. Covid-19 already
affected the business and then some new strains also came into existence which made the
organization. For example- In 2021 the profits before tax were -1036 million pounds. It reflects
that there is urgent need of change management where the organization is lacking behind.
There are multiple strategies to manage change but for an organization it is essential to
select the best fit for it in order to get thrived to the apex level. Easyjet has been one of such
organization who notched up higher profits in past but now struggling a lot, so may work on
these policies.
For mitigating local risk, which is to empower employees, so with this regard Training
and Development programmes can be run. It will help to fabricate strong workforce which will
carry out business operation with higher efficiency and will revert the best outcomes to the
organization (Jain, 2020)
One of the local risk is to be trustworthy, as due to cyber attack it has lost its image, so
here, the organization may run an expedition where may ask for participation. It will be helpful
to win the lost belief of people or local community. There are number of ways such as hyper
digital marketing can be used for this purpose.
The organization is constantly occurring losses. The financial reports are suggesting that
form last couple of years the performing is falling vastly which is due to many reasons such as
Covid-19 and before that some political crisis etc. These National level risks can be mitigated
by abiding with the policies such as Keeping a Roadmap.
The total revenue has been 1290, 1376, 706, 458 million punds form 2018 to 2021 it
shows that there has been lack of proper roadmap which might have saved the profitability and
organization could have performed better. In this roadmap both policies and practises can be
articulated. The above seen issues all political, economical, technological etc. can be dealt with
(Pasmore et al. 2019)

The biggest change is needed in context of International level. The organization does
not remain same lucrative as it has been in the past. Now the global dynamics are also not same.
There are multiple changes are being occurred at different level such as political, social,
environment etc. Here, it is inevitable for Easyjet to keep itself away. The need of change
management becomes immersive (Velikorossov et al. 2020)
There is need to bring changes in strategic position. Better communication is one of such
factor. The organization got a tarnished due to some cases. With better communication can make
itself again so called name among visitors. Installation of Transparency would make it thrive.
By providing all information clearly the company can make soft place among its customers.
Specific Change Management Plan can be formed. It would specially pay attention to all
those areas where organization is looking to make changes. By making such plan the all perils of
international level can be wiped out. As it has been seen multiple times, Easyjet is not being
much innovative and dynamic as its other competitors has been. This plan and its
implementation can be timely monitored, this may give deeper insights to manipulate the main
plan in order to get that to favourable side.
Besides the positive sides of these strategies it is not going to be handy, since Easyjet is
not occurring losses and for implementation of these change management plans there will be
need to hike profitability and spending millions of pounds then only could do it all.
The role of measurement is highly relevant for an organization. Change management is
a dynamic task and an organization is supposed to keep its eyes on it so can make some needy
changes on appropriate time. By absolute measurement the success of change management can
be grabbed. It further eradicates sense of suspiciousness and conventionalism. If measurement is
perfect and turning out useful insights then the organization can improve the realms with errors
on time and can also impart some better practises (Gigliotti et al. 2019)
The organization is supposed to use both qualitative and quantitative KPIs in attempt to
measure the progress of strategic business plan and change management progress. As it has been
observed that if change management is being practised then it is not always possible to get
results in limited time frame. It may take months or may be some years.
Some quantitative KPIs such as Revenue Growth, Revenue per client, Profit margin,
Client retention rate, Overall profit, Number of new clients etc. These all KPIs can be taken
into contemplation while measuring progress of the change management or strategic business

management. Key performance Indicators reflects progress in their way and it again lies in the
interest of organization to shape up its practices to align with changes. There are some qualitative
KPIs too, such as customer satisfaction, image in public, brand name etc. The organization can
interpret these KPIs and drive actions (Brock, Peak and Bunch, 2019)
Management of KPIs is a set of actions such as Setting KPIs, Performing actions,
Monitoring the work or change management actions, then making analysis on the basis of KPIs.
Throughout the process if any discrepancy is being seen then counter actions would be taken so
can eradicate any potential trouble making element and can turn change management to
favourable side.
The management of KPIs is significant since it covers all those steps which are taken to
foster the process of change management (Mwakisaghu, 2019) As it has been seen above that
due to some reasons Easyjet company is underperforming and the strategy is being formed to
impart a better change management theory so can hike its performance and can help it to come
out of the vicious circle. With this regard, the role of KPIs becomes highly significant.
CONCLUSION
Form the report above it can be summarized that Change Management is an essential tool
for all those organizations who are striving to be lucrative and competitive in the market. The
essay presented a fully fledged picture of different theoretical schools of such strategic business
and management of change in context of Easyjet company. At the end of this report some tools
and models were also used to bring better understanding of change management within the
organization.

REFERENCES
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