Etisalat Telecommunication Company Strategic Change Management

Running Head: ETISALAT TELECOMMUNICATION COMPANY
0
Etisalat
Telecommunicatio
n Company
Strategic Change Management
Student Name:
Student University:

ETISALAT TELECOMMUNICATION COMPANY 1
Executive Summary
Change is a very important aspect in the modern day business. This report is going to address
the change requirements within Etisalat. It was found that innovation technology, increment
in competitive advantage and to lead the new emerging markets and market share are some of
the major requirements for change. This report also includes change management models,
Lewin’s 3S Model and Kotter’s 8S Model for organization performance and employee well-
being. The change intervention in Etisalat has been provided where it was found techno-
structural and strategic interventions. The change management strategy is also provided in
this report to decrease negative effects and implement change. This report also provided
stakeholders matrix for knowing their power and interest so that the company can implement
change plan. In the end, it is recommended that Etisalat need to maintain the standards
required for improving many areas in the company to beat the competitors.

ETISALAT TELECOMMUNICATION COMPANY 2
Contents
Introduction................................................................................................................................3
Overview of the Company.....................................................................................................4
Need for Change........................................................................................................................4
Factors....................................................................................................................................5
Implications............................................................................................................................5
Change Management Models.....................................................................................................6
McKinsey 7-S Model.............................................................................................................6
Lewin’s Change Management Model....................................................................................6
Kotter’s 8 Step Change Model...............................................................................................7
Reasons..................................................................................................................................7
Change Intervention...............................................................................................................8
Change Management Strategy...................................................................................................9
Stakeholders.........................................................................................................................10
Communication Strategy......................................................................................................11
To overcome resistance........................................................................................................14
Change Implementation Plan...................................................................................................14
Nature of Change.................................................................................................................15
Perspective...........................................................................................................................16
Lewin’s 3 Step Change Model.............................................................................................16
Kotter’s 8 Step Change Model.............................................................................................17
Conclusion and Recommendation............................................................................................18
Bibliography.............................................................................................................................19

ETISALAT TELECOMMUNICATION COMPANY 3
1. Introduction of the company and background to change
Introduction
The systematic approach to deal with the transformation of the company’s goals, processes
and technologies is change management. The purpose is to execute strategies which effect,
control and help people to adjust to change (Bejinariu, et al., 2017). The impact of adjustment
should be notified of how it is affecting change management processes, systems and
employees in the company and there is a process for communicating change from scheduling
to evaluating. It is important as it helps in to increase the success of serious projects and
advantages which also helps in improving the company’s ability to adjust quickly. The
change can cause organizational stress and costly re-work when the management is poor but
change management also helps employees to make them understand their new roles and build
a culture which encourages growth in future for being flexible in the marketplace. To do
change is difficult but the result of it is fruitful. It defines key outcomes; determine goals to
make the strategy work, stakeholders and change experts involvement, plan creation for
testing and training to instruct for marketing new system. Change management helps in
minimizing refusal, involvement increment, performance improvement, cost reduction and
innovation development (Hayes, 2018). This report defines the importance of change
management in the company which helps in reducing conflicts, financial crisis, and
improvisation for better performance, technology innovation, and growth and employees
well-being. This report analyse the Etisalat company information and its change management
including the need for change, perspective of change, change interventions, change models as
Lewin’s 3 step change model, Kotter’s 8 Step Change Model and McKinsey’s 7 Step Change
Model, to overcome resistance from stakeholders, change management strategy and change
implementation plan. Lastly, this report will provide a recommendation to the company for
better growth and long-term functioning as a leading organization with technology innovation
and the conclusion will be drawn, to sum up, the report.
Overview of the Company
Etisalat is a brand trade name of Emirates Telecommunications Company which is a provider
of telecommunication services in UAE. It is one of the top 20 largest mobile network
operators around the globe which is providing services in more than 10 countries with
millions of customer base. The company provides connectivity in other regions to
telecommunication providers as one of the Internet centers in the Middle East and Africa

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which also carries the largest international voice traffic as covered in the top 15 in the world
(Sutherland, 2017). Their revenue shows the strongest balance sheet and performance of
long-term as verified. It was the country’s first telecommunication provider in UAE,
headquartered in Abu Dhabi and an international leading company providing innovative
solutions and services. The vision of the company is to drive the digital future for certifying
societies by providing the best customer experience and returns to shareholders for long-term
future and economic development (Iqbal, et al., 2018).
2. Need for change in the company, factors that drive the need for strategic change
and the resource implications
Need for Change
The challenges faced by the company Etisalat that the competitor, Du Company were doing
better for becoming a leader and long-term survival with doing their best and improving the
market position. So there is a need to bring change in the company by maintaining their
market share and position and taking key action. Not focusing on a competitor and thinking
about broadening their business will make the change more effective. Another challenge they
faced was there inefficiencies, the advantage of opportunities to other companies and new
innovative technologies and more like crisis or leadership change. The aim was to reduce
costs and recover the losses. They faced financial conditions and poor performance. They
tried to end job repetition and decreasing costs and handled the job sensitively over the
failure of increasing employment (Arabian Business, 2015). The main focus was just on
cutting costs and improving productivity. Etisalat and Du, both are controlled by the
government and looking for greater competition in fixed-line, mobile and broadband markets
and re-creating Etisalat in a business environment for large business and long term future.
The challenge for growth was to change the thinking of employees at the time of change
where they do not agree in accepting firm changes where they have to arrange change
management programs and to look at the view of innovation for the pleasing workforce.
Etisalat external and multiple employees are the reason for the company framework of
different practices for a high position as needed (Tuxford, 2018). The challenges of an
organization need changes when they have to fix market conditions and flexibility within an
organization for improvement to try to achieve its best for endless growth. The reasons, in
simple, are changes in market, economic decline, changes in global markets, customer
expectations, competitive authority, budget pressures, legislation, size, demographics,

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mergers, procurements, change in mission, restructuring operations, new technologies, major
relationships, rightsizing, new programs like TQM and re-engineering.
Factors
The driving forces can be commodification, digital uprising, presence of social media
throughout society, globalization, maintaining stability in the world and speed. The company
survives and grow by interacting with external environment; the company need to work
according to the environment wants by making changes internally. The large-scale business is
affected by the political factors. The factors of Etisalat are transformations in the company’s
structure as loss of market factor, budget or financial conditions as a political factor,
competition and low performance as an economical factor, technological forces in new
markets. The resources not giving response for this change are employees as human resource,
control of the government on brand, no increment of market share for financial conditions
and technology up-gradation for capital which generates consequences (Araujo & Urizar,
2016).
Implications
The resources of the company directly impact the organizations’ performance which puts
major influence on strategic change in the company. The implications are faced in various
effects, results in failure to achieve strategic goal and loss of capital, instead of increasing
communication, these implications creates a communication gap between the stakeholders
and also effects customer experiences. Resources like human resource as reconstructing,
interviewing, training and hiring; physical resource as equipment, buildings and vehicles;
financial resource as cost of training, termination costs, replacement costs; impacts on the
organization and individuals’ growth with new resources as new building, renovation of
existing buildings for positive performance depicts the importance of these implications.
3. Change Management Models and the reason of using these models in an
organisation
Change Management Models
The change management model used according to the challenges and needs of the company
Etisalat is Lewin’s Change Management Model, McKinsey 7s Model, and Kotter’s Change
Management Theory. McKinsey 7-S Model and Lewin’s Change Management Model is for a