Lead and manage organizational change

This article discusses the evaluation of the strategic plan of McDonald's, a fast food chain in Australia, for identifying the factors to lead and manage the changes that are required for the development of the business organization. It covers topics such as SWOT analysis, change management strategy, resource analysis, and more.

Running head: LEAD AND MANAGE ORGANISATIONAL CHANGE
Lead and manage organizational change
Name of the Student
Name of the University
Author Note

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Contents
The strategic Plan.......................................................................................................................2
Organizations vision and mission...........................................................................................2
Relevent organizations values................................................................................................2
Strength and weakness of existing and potential competitors................................................3
SWOT analysis of the company.............................................................................................3
Background for inclusion in the strategic plan.......................................................................5
Strategic objectives and strategic requirements.....................................................................5
Identify any change that is required for establishing the business.........................................6
Review existing policies and procedures against the strategic plan.......................................6
Trends with external environment..........................................................................................7
Performance gaps/Business opportunities or threats..............................................................8
Review of all the changes and requirements..........................................................................8
Change Manegement Strategy...................................................................................................9
Situationnal awareness...........................................................................................................9
Supporting structure...............................................................................................................9
Strategy analysis.....................................................................................................................9
Resource analysis for high priority change opportunities......................................................9
Change Charecteristics-.....................................................................................................9
Team structure-...................................................................................................................9
Stakeholders investment-....................................................................................................9
Risk assessment-.................................................................................................................9
Anticipated Resistance-.......................................................................................................9
Special Tactics-...................................................................................................................9
Change management projet plan..........................................................................................10
Relevant communication plan..............................................................................................11
References................................................................................................................................12

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The strategic Plan
Effective strategic plan is essential to ignite the vision and mission of an organization.
It helps in guiding the rganization to excel in te targeted and imagined future (Crawford,
2015).The paper highlights the evaluation of the strategic plan of a fast food chain of
Australia , namely McDonald’s for identifying the fators to lead and manage the changes that
are required for the development of the business organization.
Organizations vision and mission
One of the leading fast food chain in Australia is the McDonald’s. The brand mission
of the company is to be the favoutite and only fast fod eatery place fpr eating and drinking in
the nation. The global strategy of the company is to plan for winning (Cummings & Worley,
2014). The worldwide operational strategy of the company revoles around exceptional
experiences of the cutomers and the promotion, product, place and people in the nation. The
mission of the company is initiate continous improvement of the operations and enhance the
experience of the customers in the national Australian market where people love fast food
and cold drinks. The mission statement of McDonald’s is to be the bestest and the quickest
restaurant experinecs in the Australian nation (Mahajan, 2014). The vision and the mission of
the business to provide outstanding service quality
Relevent organizations values
 The organizational values of McDonald’s are as follows
 To place the experience of the customers at the top
 To be committed to the people of the nation
 To believe in th organisatioal system
 To operate the business ethically

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 To give back to the communities
 To grow the business profitably
 To strive for continous improvement
Strength and weakness of existing and potential competitors
The main competitors of the company in Australia includes Burger King, KFC, Yum!
Brands, Wendy’s, Starbucks, Subway, Bing Boy, Bucking Bull, Burger Theory, Burger Urge,
Nando’s and many more. Some of the basic strengths of the competitors includes Starbucks
leading the maket of food chain in terns of share proce and market cap, global presence and
reputation of KFC, strong parent company of Subway, variety of options of both veg and non
veg platter and innovative options in the dessert menu (Cameron & Green, 2015).Further
stronger brand image,extensive global supply chaim and diversified business by the means of
subsidiaries are some of the major strengths of the competotirs of the company.
Some of the notable weakness of the McDonald’s competitors are higher rates or
process, generalized stanfdards for most of the products, imitiable product ranges, lower
range of services and satisfaction level of customers, old fashioned themed restaurants, lack
of online presence, unhealthy fats of KFC, lack of the franchisee management, limited
product mix of Subway, and other maket issues (Mădălina, 2015).
SWOT analysis of the company
Strengths
 Strong global brand name,reputation and image
 Large share in the market
 Secialized managerial trainings
 Strategic plan to win

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 Introduction of newer product
 Tecnological innovation
 Better marketing strategies
 Diversified range of income
Weakness
 Negative publicity of the company
 High employee turnover
 Unhealthy image of food
 Loss of customer due to fierce competiton
 Problem in relation to issues related to health (Badal, 2017)
 Actions related to law
 Unmanagable and unbalanced meal structures
 Actions related to issues of the environment
 Higher rate of dissatisfied franchisees
 Declining market shates
Oppertunities
 Introduction of the low cost menu by customers
 Appearance of discounts and freebies
 Diverse taste angles and requirements of the customers
 Growing and increasing level of health trend among the customers and the
young generation
Threats
 Higher rate of competition in the market

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 More health conscious customers
 Intensity competitors
 Public health crisis
 Economic recession
 Serious issues related to the environment
Background for inclusion in the strategic plan
Strategies are extremely important for the business organization for its development
and profit in the market. In the Australian market, the requirement for the inclusion in the
strategic plan for the McDonald’s is because of its decreasing market shares, rising level of
competitors (Telang & Deshpande, 2016). The background for inclusion includes pln for the
business to survive in the Australian market with rising food chains.
Strategic objectives and strategic requirements
Strategic Goals Strategic Objectives
Placing the customer experience at the core Customers are the reasons for the existence of the
company.
Commitment towards the people The company provides opportunities, nurture
talents and achievements for continued success.
Ethical operation Sound ethics tends to deliver good business.
Growing the businss profitably To provide sustained and profitable growth for
the stakeholders of the company
Strategies with
Assigned Priority
Timeframe Responsible Parties Measurable Performance Indicators

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 Cost
Leadership
 Market
penetration
and getting
International
 Social
Networking
 Introdution of
innovative
menu
 6 months -
1 year
 30 to 42
months
 35 days
 60 days
 Accounts and
management
team
 Operations and
marketing
team
 Marketing
team
 Operations
team
 Number of customers per
month
 Brand name and earnings per
share
 Brand recognition and
customer preferences over
other competitive firms
 Customer satisfaction level
Identify any change that is required for establishing the business.
 Upgraded menu plans of the fast food
 Expansion plans of the market share of the company
 Joint ventures with the supermarket retailers
 Improement of the customer services
 Revamping marketing
Review existing policies and procedures against the strategic plan
The legislation and th legal policies of McDonald’s adhere to numerous procedures in
the current dae.Some of the existics policies and procedures by the vusiness includes the data
protection act,health and safety at work,ood safety policy,animal welfare,recycling olicy and

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asylum and immigration act.Among these existing policies some of them are harmful and
stands against the current strategic plan for the company (Aarons et al., 2015). These are the
recycling policy;the materials which are recycled in the operation of the business often tends
to draw customer dissastisfation. Furthermore,animal welfare policy as followed by the
company stand as the hurdle in the pathway to introduce new non veg menu for the company.
Trends with external environment
The PESTEL analysis determines the various factors of the external environment that
states the threats,opportunities to the business of the McDonald’s.
Political Factors  Threat of evolving public health
policies
 Increased rate of international trade
agreements
Economic Factors  Stable growth of the national
economy
Social Factors  Increased level of cultural diversity
 Opportunity and threat regarding
trend sof healthy life style
 Increasing wealth gap
Technological Factors  Moderate level of R and D activities
in the industry
 Increased level of business
automation
 Increased level of sales by mobile

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devices
Environmental Factors  Increaed rate of intetesr for the
corporate environmrntal programs
 Threat of changes in the climate
 Opportunity on increased emphasis
on sustainable strategies of the
business
Legal Factors  Threat of new legal minimum wage
levels
 Threat of local health regulationsat
institutions and workplaces
 Threat of animal welfare regulations
Performance gaps/Business opportunities or threats
Oppertunities of the business includes
 Accelerated growth rate of the fast food industry
 Conservation and utilization of green energies
 Expansion and globalization of the company food chain
Threats of the business includes
 Changing demographics
 Flunctuating and unstable rate of foreign exchanges and economies
 Down turn andincreasing rate of recession in the economy affecting the retailer sales

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Review of all the changes and requirements
It is essential for McDonld’s to improve its business for strengthening its abilitie in
the competitive market of Australia. To summarize, some of the changes required in the
business includes change in the organizational structures,increase in the needs for the
business,modification and alteration of the business plan,modification of the goals of the
business, growth in the technology, alteration in the nation’s economic condition that tends to
effect the profitability of McDonald’s and more (Gerhardt, Hazen & Lewis, 2014).

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Change Manegement Strategy

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Situationnal awareness Supporting structure Strategy analysis Resource analysis for high
priority change opportunities
Change Charecteristics-
Change to improve overall
performance outcomes with
responsible employees and
notiavted attitude if the
employees to work as a
team to succeed
organizational profit.
Team structure-
 Collaborative team
members.
 Trained employees
 Learning of new
behaviors and
methods of
workplace
Stakeholders investment-
There are mainly two
categories of stakeholders in
McDonald’s for taking part
in the planning,decision
making, strategy section for
improvements in the profit
and sales of the company.
Internal stakeholders-
employee,managers.
External stakeholders-
suppliers,government,society
Risk assessment-
Global compition,
changes in the
technology, financial
risks,market risks and
risk related to operation
Anticipated
Resistance-
 Closing of the
gap of the
reputation
risks.
 Ensuring
quality and
safety of the
raw materials
Special Tactics-
 Special
trainings of
the managers
 The resource of the firm
and its capibilities.
 Oppertunities arising
from the external
environment.
 Internal resources are
given more focus while
formulating strategies
 The combination of the
resources and the
capibiities of
McDonald’s is in terms
of competitive
advantage and
profitability.

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of
McDonald’s.
 Investing in
the franchisee
model and
advertisement
s
 Focusing in
customer
satisfaction
Change management projet plan
Main Drivers of the
change
Need for
change
The process of
change
Resistance
occurred in
implementing
this change
Management of
the Resistance to
change
Effectiveness of the
Change
1. Environmental
Shifts
2. Market
Competition
3. Technological
Changes
Political
Economic
Social
Technological
Environmental
Legal
Awareness
Desire
Ability
Reinforcement
Lack of
communication
Low tolerance
Unwillingness
Cultural
differences
Involvement
Interactions
Time and
Updated
technology
Communiction
Positive Image
Building
Safe environment
Business expansion

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Psychological
resistance
and education
Relevant communication plan
Background Objectives Target
Audience
Timeline Implementation
McDonald’s Effective
communication
High customer
service quality
Innovative menu
platter
Customer 2 - 8 months Active listening,
undisrupted attention,
active response and
friendly nature,
Collaborative nature
among the staff.

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References
Aarons, G. A., Ehrhart, M. G., Farahnak, L. R., & Hurlburt, M. S. (2015). Leadership and
organizational change for implementation (LOCI): a randomized mixed method pilot study of
a leadership and organization development intervention for evidence-based practice
implementation. Implementation Science, 10(1), 11.
Badal, P. A. (2017). McDonald’s Corporation-2015 (MCD).
Cameron, E., & Green, M. (2015). Making sense of change management: A complete guide to
the models, tools and techniques of organizational change. Kogan Page Publishers.
Crawford, A. (2015). McDonald's: A Case Study in Glocalization. Journal of Global
Business Issues, 9(1), 11.
Cummings, T. G., & Worley, C. G. (2014). Organization development and change. Cengage
learning.
Gerhardt, S., Hazen, S., & Lewis, S. (2014). Small Business Marketing Strategy Based on
McDonald's. ASBBS Proceedings, 21(1), 271.
Mădălina, A. (2015). INNOVATIVE INTEGRATION OF SOCIAL RESPONSIBILITY IN
BUSINESS STRATEGY. Annals of'Constantin Brancusi'University of Targu-Jiu. Economy
Series, (6).
Mahajan, S. (2014). Competitive advantage through training and development in Mcdonald's:
a case study. International Journal of Management, IT and Engineering, 4(10), 403.
Telang, A., & Deshpande, A. (2016). Keep calm and carry on: A crisis communication study
of Cadbury and McDonalds. Management & Marketing, 11(1), 371-379.

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