Understanding and Leading Change in Morrisons: Drivers, Impacts, and Strategies

This report discusses the drivers and impacts of change in Morrisons, including an evaluation of leadership, individual, and team behavior. It also provides recommendations for minimizing the effects of change through effective planning and managing change. The report includes a PEST/SWOT analysis, force field analysis, and critical evaluation of different leadership approaches and models of change management.

Unit 17 Understanding
and Leading Change

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1 (Drivers of Change and Organizational Impact).............................................................1
1. Overview of the company.....................................................................................................1
A PEST/SWOT analysis to be undertaken to identify drivers of change...................................2
3. An evaluation of the drivers and impacts of change and how they have affected
organisational strategy. Comparing the impacts of change and the effect they have had upon
the organisation’s strategy and operations..................................................................................3
4. Evaluation of how change will have affected leadership, individuals and team behaviour....5
5. An evaluation of how the impact of change was minimised and the application of
appropriate models applied to plan for and process change efficiently......................................5
6. Critical evaluation of the long-term implications of change to inform conclusions and
recommendations for minimising affects of change through effective planning and managing
change, including change impact analysis to identify potential risks of change.........................6
Leadership and Change Management (PART 2)..........................................................................7
1. Application of force field analysis to determine opposition and support for change.............7
2. Use of force field analysis to make valid recommendations for meeting the organisation’s
objectives.....................................................................................................................................8
3. An explanation of the different barriers to change and how they influenced decision
making and leadership.................................................................................................................8
4. How was change accomplished and how successful was it?..................................................9
5. Advantages and disadvantages of different leadership approaches to dealing with change,
illustrated by application to a range of examples......................................................................10
6. Critical evaluation of different leadership approaches and models of change management 10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Understanding leading change prepares the organisation to make changes in the organisation
in accordance to the market. These are the changes that defines the new expectations of the
customers and their behaviour. These expectation drives the organisation to make changes in
the working structure by implementing the innovation process. Making change is very important
as it lead company in the efficient manner. The organisation need to embrace the change instead
of fear from the change. It refers to remodelling and modification that implemented in the total
working culture in the organisation. There are multiple reasons of making changes in an
organisation in terms of technological change, structure of the organisation, elements of the
company and the people. The report is being made in the context of Morrisons company which is
a UK based company making their operations in selling of retail products. They are one of the
best supermarket in the UK (Büyüközkan and Ilıcak, 2018) . The aim of this report is to
highlight the comparison of different organisation and the impact of change in the organisation.
After that it evaluates the internal and external drivers of change and what are the negative
impacts of them on company. It also explains the barriers for change and their impact on
leadership and the approaches of dealing with the change.
PART 1 (Drivers of Change and Organizational Impact)
1. Overview of the company
Morrisons is the supermarket which is considers as the fourth largest supermarket chain in the
UK. The headquarter of the organisation is in Bradford, England. He company is established in
1899 by William Morrison. As per the current details the company has captured more than 15%
market in the UK in grocery selling. The company is making constant improvements and growth
with its expanding functioning and operations. In respect to make their business profitable and
effective they have applied the strategy of providing fresh food and the goods which adds some
values in the customers life. The pricing of their products are quite low as in comparison to their
competitors and the goods and services they are providing is in large stores(Cui, Allan and Lin,
2019) . The company is organising most of the commercial operations in the house which

comprises the processing, packaging , production, distribution and the promotion. The company
is making major changes in their outlay process ad modifies their promotion techniques.
A PEST/SWOT analysis to be undertaken to identify drivers of change.
Strengths
 Effective brand- It is well evaluated
that the Morrisons is having the strong
brand image because of their services
from their past years. People are aware
about their existence with that they also
know about the excellent services.
 having strong market network- The
wide network of the Morrisons is
making strong impact on the customers
and the traders. They have huge
number sellers who provide them raw
material which makes them effective in
supplying goods and services.
Weaknesses
 Ineffective operations- It is been
analysed that the operations conducting
by the Morrisons are not as effective as
they were. The customers are
complaining that the treatment of the
staff is different as they are not
focusing on their customers.
 Changes in quality- It is reported that
the products that Morrisons produces
have low quality as compare to their
competitions. Their price are low but
with that there is also some changes
with the quality of the products.
Opportunities
 Growing market share of good
delivering market- Grocery markets
are majorly in demands because of
daily use of the products.
 Innovation- Innovation is the criteria
which always results in the profit. With
the rapid growth in the technology it is
very important to update the business
working as it provides great
opportunities.
Threat
 Strong competition- As Morrisons is
the food and grocery organisation and
the food delivery services are taking
rapid growth in the market. There are
multiple competitors who are providing
their services with food delivery.
 Legal issues- As the ongoing criteria
of pandemic the working environment
has change a lot. The government has
specified some rules and regulations
which each and every business has to
follow. And food based organisation

have to follow some more rules for the
health and safety.
PEST Analysis
 Political Factors- There has been many rules and regulations when its matter of health.
These comprises safety instructions for the people who are consuming food as the
pandemic has not gone yet . It is important to follow all the rules and regulations that is
l;aid by the government.
 Economic factor- Brexit law and the lockdown have influence majorly the labour market
and the workforce. For example all this results in the decrease in the operational and the
task of the Morrisons and it is also being difficult to fulfil customers demands(Hagstrum
and Flinn, 2018) . This lead to increase in the prices of the products and services.
 Social factor- With the pandemic people are becoming more aware about the healthy and
safe products. Now businesses are more concerned with the health and safety and
consumer also prefer the organisation who are making there products by following rules
and regulations in accordance to government.
 Technological factors- Technology play a more important role in delivery food to the
customer on time and it plays major link in the initial process of food to the making it
reach to the customers.
3. An evaluation of the drivers and impacts of change and how they have affected
organisational strategy. Comparing the impacts of change and the effect they have
had upon the organisation’s strategy and operations.
Basis Morrisons Sainsbury
Operations This respective retail
supermarket is very efficient
in their working in comparison
to the other supermarket in the
market. For example
Morrisons is the number one
Sainsbury is also a retail super
market selling grocery and
daily use items as well as
services. At the time of the
pandemic Sainsbury have
provides services of home

supermarket in the UK and
their services are quite
effective and efficient. The
company is having very goods
image in the market (Xing,
Peng and Huang, 2022).
Further there are major forces
which make impact on the
working of the company and
the company is coping up with
all the factors related to that
and attained higher
supermarket share.
delivery also. Also they have
developed their services by
expanding the market segment
through delivering various
other type of food to the
customers.
Organisation strategy Morrisons is following
multiple strategy in the
business. In respect to create
long term value for the
company , they are making
and acquiring customers for
the long term by providing
goods and services for their
choice and with the great
quality. It pricing strategy is
described as the cost
leadership as there
management aims is to reduce
the cost by producing it at
larger quantity.
Sainsbury mostly focuses on
the quality of the products and
that's how they have sets their
products apart from others.
The prices are regular not too
much low not too much high.
But with their excellent online
services and impressive sales
they have achieved great
position in the market.

4. Evaluation of how change will have affected leadership, individuals and team behaviour.
Referring to the Morrisons organisation, any change in the organisation will make impact on
the overall operations and functions of the organisation. Making change in accordance to the
market will benefit the working in the organisation and better decision making in respect to carry
out operations smoothly. The impact of the change in the given three aspects are discussed
below:
 Leadership behaviour- Implementing change in the Morrisons in terms of the pandemic
and working will make major changes in the leadership of the company. There is a need
to cope up with the changes and the leadership approaches, because employees want to
be more specified in their job in respect to secure their position and that's make huge
demand of the guidance(Hajizadeh, 2019) . Leaders need to be more focused to their
team and work in accordance to government procedures. The representatives of the team
should handle their team effectively with that they have to focus upon the health and
safety issues of the employees and the customers.
 Individual behaviour- Individuals are becoming more attentive towards the heald and
security and with services they are getting from any company. They make sure that they
sell items with less possible contact and maintaining proper hygiene in the process of
selling and promoting. The payment system has also gone on drastic change by
implementing digitized machine in the organisation and providing services of online
payments.
 Team Behaviour- Teams are working for the common objectives and carry out
operations and the tasks with other entities as well. So, with respect to the concern of
health and safety it is important that the team should work together but by following all
the rules and regulations in their procedures.
5. An evaluation of how the impact of change was minimised and the application of
appropriate models applied to plan for and process change efficiently.
Not every change in the organisation results in the positively but there are some negative change
also which impact business and business environment(Kalra and Kaur, 2022) . In respect to
prevent the effects of the negative changes in the business there are certain measures that
Morrison can apply in the business.

 Effective leadership- Having a leader who is efficient in the working and works for the
whole team and staff binds the organisation in the healthy working environment. It is
evaluated that effective leadership concept taken into the consideration in order to
prevent the negative effects of the rapid changing business environment. Adding to that
it also results in expanding the functions of the organisation by capturing higher
market.
 Implementing safety measures- There is need to implement the safety and procedures
in Morrisons in respect to regulate the selling and manufacturing process without getting
affected by the virus and external market threats. Change can also be in the form of
increasing competition and by following the rules and regulations will helps in carrying
out operations smoothly.
6. Critical evaluation of the long-term implications of change to inform conclusions and
recommendations for minimising affects of change through effective planning and
managing change, including change impact analysis to identify potential risks of
change.
For the long term perspective of the Morrisons, it is important to follow rules and improvising
the services and the working which provides growth and revenue. For the long term profit it is
very important to build string customer base by providing them quality products at affordable
prices. Morrisons need to change in some of their strategies in respect to enhance the
profitability(Karmys and Bastaubayeva, 2018) . They have to attract more customers who at
least try their products and get to know about their quality for that Morrisons needs to offer
some discounts and free samples. Morrisons also make the purchasing procedures more easier
for customers which consume their less time and attract them more. There are some risks in
making some changes in the business, which are discussed below:
 Team behaviour- Change in terms of working demands change in the current working
pattern which is possible if the team have the adaptive nature and accept the change. If
behaviour of the team is not supportive then the change bring negative impact on the
business.
 Adaptation power- Not adapting change in the organisation bring less productivity as
one's has to make changes in accordance to situation and the market(MacLeod and

Korycinska, 2019) . If the adapting power of the Morrison is not good than it is very
risky to implement change.
Leadership and Change Management (PART 2)
1. Application of force field analysis to determine opposition and support for change.
Force field analysis is implemented to make balance between driving the changes and the
entities who resists change. There are certain steps which need to be followed:
Step 1- Describes plan and proposals for change
As per the situation Morrisons need to change in the distribution strategy and payments
procedures by making it more digital due to the ongoing pandemic
Step 2- Forces for change
 Expanding business operations.
 Coping up changes as per the market.
 Government allowance
Step 3 – forces against changes
 Risk of adaptation of new technology
 Security and safety of the employees
 Less revenue in the initial stage
Step 4: assign sources
Forces for change Score
 Capturing higher market share. 9
 To cope up the changes in the market
area
8
 Changes as per the government. 8
Forces against changes
 Risk related to the technology
adaptation.
7
 Risk of health and safety because of
pandemic.
7

 Lower revenue 8
Step 5: - Analyse and Apply
In accordance to the above situation or scenario , it could be analysed that positive aspects have
more impact on the business in comparison to the negative aspects. From the overall evaluation it
is evaluated that the change will result in the positive change in the Morrisons company.
2. Use of force field analysis to make valid recommendations for meeting the organisation’s
objectives
Organisation objectives are the main aspects on which an organisation is running its processes
with the above analysis there some suggestions and recommendations that Morrisons need to
follow:
 Morrisons need to develop their functioning and operations procedures in respect to treat
their customers in a better way(Mitchell, 2021) . They have to align their activities in
accordance to the customers. For example, they have to use their resources which results
in effective quality services, taking less time in delivering products.
 Adaptation of the new technology in the organisation which results in the faster working
and the procedures. Morrisons should upgrade their technical aspects in order to be more
efficient in their services and also in the promotional activities(Rocha and Caldeira-Pires,
2019) . Making investment in the affordable technology facilitate higher growth and
productive working environment.
 Morrison also need to implement some factors which caries the safety and security
procedures of the employee in the company. Adding to that Morrisons have to implement
schemes which benefits employee for their secure future.
3. An explanation of the different barriers to change and how they influenced decision
making and leadership.
There are some barriers of change which can hamper the growth of the Morrisons company and
influenced the decision making process . Some of the barriers to change are discussed below:
 Underestimating the complexity- Complex and sudden problems brings unexpected
challenges and obstacles. At time company have to deal with the situations with no
previous experience of dealing with it such as pandemic and this create problem of how

to tackle them(Noronha and Alner, 2019) . Companies are expecting that the problem is
not big but the pandemic hampers the growth of the all the organisation all over the
world. Morrison have underestimating the problem which makes the company process off
the tracks.
 Lack of accountability- Morrisons is the company who have to deal with the humans in
the working procedures as they are the front desk workers. They need to be encourages to
make contribution in implementing change. In respect to implement change in the
organisation there is a need to take the accountability to change because proving
guidance to the workforce is majorly important in adapting change. Lack of
accountability in the organisation brings instability in the working procedures and this
results in losses in the company.
4. How was change accomplished and how successful was it?
Change is the constant process in the organisation which can be implemented by following the
concepts and theories. Through Kotters 8 step model change can be implemented in the
organisation which is given below:
 Increase urgency-
Implementing sustainable approach- In respect to survive in the market area it is important to
make changes as per the situation(Rogers, 2019) . For example Morrisons have to make
changes as per the customer expectations and requirement and introduce digitation in the
business. And this change helps the organisation to run its operations and processes faster which
results in faster achievement of the objectives.
 Form a powerful coalition
Create organised teams- In the current scenario it is majorly required to effectively completions
of the assigned tasks. Working in the teams will always generate better output if the teams are
systematic and organised. For example, a leader guides the teams and builds an efficient team for
the achievement of the goals and objectives.
 Create a vision for change
Generating the core values- This comprises identification of the objectives which helps in
fulfilling the vision of the Morrisons. Their vision lies in the implementing the working
procedures and making enhancement in the quality of the products and services. For the retail
business organisation should implement constant change in accordance to consumer preferences.

 Communicate the vision- This step includes the impactful communication among the
employers and the workforce in respect to fulfil the vision of the organisation.
 Remove obstacles- Making sure that the sufficient safety measures ad the precaution
are contribute in respect to minimizing the impact of the obstacles.
 Create short-term wins- Long term task should be divided in the shot term term
achievable task which makes the working procedures easy.
 Build a change- In comprises the monitoring the change and making sure efficient
completion of the tasks in order to develop changes.
 Anchor a change in the corporate cultures- This step state about the discussion of the
achievement of the goals which boost the morale of the employees and motivate them.
5. Advantages and disadvantages of different leadership approaches to dealing with
change, illustrated by application to a range of examples.
 Situational leadership- This type of leadership make individual ready to face the
situations and circumstances in an effective manner. Such as a leader having enough
experience can face the situation productively and this develops a individual entity to the
higher extent(Sun, 2022) . This is the more flexible approach provides advantage in
changing business operations according to the plan and situation.
 Strategic leadership- This approach is implemented by the individual as its a systematic
approach implemented on the workplace. This approach helps in various ways as it helps
in identification of the problem, visualising the plan, strategic planning about the
effective operations and the activities.
6. Critical evaluation of different leadership approaches and models of change
management
As per the application of the Kotter's 8 step framework and the leadership approach, Morrisons
will be capable to achieve the organisation goals and objectives. This frameworks will helps the
company in enhancing the selling and promotional activities as well as employee safety(Teoli,
Sanvictores and An, 2019) . The benefits and the limitations with the approaches are discussed
below:
Benefits:
 Encourages the organisation to fulfils their tasks and objectives by effective completion
of the functions and operations.

 This approach helps in bringing transparency in the work among the employees.
Limitations:
 The implementation of these approaches are quite costly in comparison to the other
leadership framework.
 The rules and the regulations of the this approach is a bit rigid.
CONCLUSION
From the above report it is concluded that change in the organisation is very important
because as per the scenario it is essential to run the organisation as per the needs and
expectations. This report is being made in the context of Morrison organisation. This report
covers the various changes in the organisation because of the changing world and the situations.
This report evaluates the company's position with the help of SWOT and PEST analysis. After
that it compares the organisation with the Sainsbury organisation. Adding to that it elaborate
how changes affects the leadership behaviour, individual behaviours and the team behaviour.
Further it explains the leadership and management change with the implementation of force field
analysis. using this analysis there is recommendations for the company for enhancing its
functioning. This report also evaluates the how change influenced the decision making and
leadership in the Morrisons. At last this report covers the Kotter's 8 step model for building
changes in the organisation with the leadership approaches.

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