Organizational Change Management (PDF)

Running head: ORGANIZATIONAL CHANGE MANAGEMENT
Organizational Change Management
Name of the Student
Name of the University
Author Note

ORGANIZATIONAL CHANGE MANAGEMENT1
Table of Content
Introduction................................................................................................................................2
1. Providing an in-depth analysis and clear analysis of the problems and opportunities
relevant to the change strategy...................................................................................................2
Lewin’s change Management Model.....................................................................................3
Korter’s eight step change model...........................................................................................5
2. Justifying the change strategy to address the issues and opportunities identified.................6
Training and education:..........................................................................................................6
Communication:.....................................................................................................................7
Recruitment and selection from the local areas:....................................................................7
3. Possible issues and barriers when implementing the strategy and strategies to overcome
those...........................................................................................................................................8
Resistance to change by various levels in the organization...................................................8
Organizational factors leading to resistance to change..........................................................9
4. An analysis of the ethical issues and stating how the issues can be resolved......................10
Explaining how these issues can be addressed....................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................12

ORGANIZATIONAL CHANGE MANAGEMENT2
Topic- Change Management
Introduction
This report develops a change management strategy for the organization -The Last Resort
located in the Tasmania. It has been identified that tourism and hospitality industry in
Tasmania is crucial to future economic sustainability of the State. The sector has started
experiencing an unprecedented growth and it is determined to generate visitor’s expenditure
of $2.5 billion per annum by 2020 (Buultjens, Gale and White 2010). This anticipation is a
significant marketing opportunity for The Last Resort in Tasmania but TLR is currently in the
need of some changes to deal with the internal and external marketing barriers and
opportunities. The purpose of the report is to evaluate the current challenges and
opportunities and then develop a suitable change management strategy that helps TRL to
meet the growing needs of the target customers and enhance the business to the next level.
Change is a common thread that could run through all business irrespective of size, age and
industry. The nature and the environment is changing fast; so, the organization should change
quickly too. Law, Leung and Buhalis (2010) also mentioned that the organizations that
handle or apply change, will certainly thrive. So, by taking this fact into account, the
following section of this report tells how the change initiatives for TLR should be developed
and implemented.
1. Providing an in-depth analysis and clear analysis of the problems and opportunities
relevant to the change strategy
The current scenario of tourism and hospitality sector in Tasmania indicates labour
shortage such as lack of skilled chief, tourism professional and HR, and this is perhaps
affecting the quality of TLR because the percentage of return visitors are decreasing. It has
been identified that TLR is facing a set of challenges which includes shortage of skilled

ORGANIZATIONAL CHANGE MANAGEMENT3
labour, decreasing percentage of repeated customers, threats from the proposed
developments, and on the other side, employees serving the high end customers are
increasing their demands. Another significant issue is that the brand image of TLR is being
affected because Local Councillors claims that TLR is not hiring the regional labours and not
providing training to the hired regional employees. However, when it comes to business
opportunity, TLR also has the opportunity for developing a service such as the honeymoon
package for people belonging to North Asian and India because the percentage of the visitors
from these regions are always high. The following change Management Model of Lewin
describes how TLR should utilize the opportunity and make changes to the existing
operation.
Lewin’s change Management Model.
Unfreeze
The organization should understand that the change is necessary because decreasing
percentage of returned customers indicates a significant threat to quality of service and if any
action of improving quality is not taken, the situation could deteriorate further and applying
solution then may not provide any positive return (Cummings, Bridgman and Brown 2016).
In addition, threat from the external environment such as complaint of local councillor
regarding not employing regional employees, could affect the corporate image of TLR, which
could further negatively influence the customers as well. On other side, the organization also
needs to explain the fact that visitors from North Asia and India are increasing as many newly
married couples find Tasmania as their best tourist spot. So, here the primary purpose is,
retaining those customers by providing the service such as best honeymoon deals. Dredge et
al. (2013) commented that market environment is in hostility sector is in the changing state;
thereby, failure to satisfying the changing needs could affect the overall business operation.