Theoretical Schools of Strategic Business and Change Management

This report discusses the theoretical schools of strategic business and change management, including change management, conceptual and practical approaches to strategic business, macro and micro business environment, and critique on strategic decision. The report focuses on Morrisons, a UK-based retailer, and evaluates its PESTEL analysis and SWOT analysis.

Coursework 2

Table of Contents
INTRODUCTION......................................................................................................................3
THEORETICAL SCHOOLS OF STRATEGIC BUSINESS AND CHANGE
MANAGEMENT.......................................................................................................................3
Change management..............................................................................................................4
CONCEPTUAL AND PRACTICAL APPROACHES TO STRATEGIC BUSINESS............5
Conceptual approach..............................................................................................................5
Practical approach..................................................................................................................5
MACRO AND MICRO BUSINESS ENVIRONMENT...........................................................6
Macro business environment..................................................................................................6
Micro environment analysis...................................................................................................7
CRITIQUE ON STRATEGIC DECISION................................................................................8
CONCLUSION..........................................................................................................................9
REFERENCES...........................................................................................................................1

INTRODUCTION
Strategic business atmosphere is said to be one of the favourable aspect for every
organisation in order to move ahead with the policies of development. Development is said to
be one of the entity that will have to be taken care because it is not until when the
organisation is fully accomplishing its goals and its objectives that it gets to inculcate the
certain entities that are required for it to attain a growth prospect (Straková and et.al, 2018).
There are variable factors that are constituent of a strategic business atmosphere. In this
regard the organisation will have to strive across all the barriers and the challenges in order to
implement its crisis such that they reflect upon the profitable standards that are to be
processed by the organisation. The report will bring forth a strategic orientation with regard
to a business atmosphere and how far the policies with regard to the vision and mission are
gratified on its implementation. the company that is chosen in this regard is Morrisons.
Morrisons is regarded to be one of the retailers that is operating and United Kingdom on a
very good basis that it has attained its profits within no time. It is also regarded to be one of
the top most retailers in United Kingdom. The organisational embodiment of this particular
organisation is said to be one of the finest approachs that it gets to inhibit all the policies that
are to be satisfied with regard to the business atmosphere. It's Vision and Mission are
properly oriented that it gets to analyse the facts which are necessary for it to perform all the
duties. Operations are a part of management and they are something which determine the face
of the organisation. the report will bring forth all the components that are a part of strategic
business.
THEORETICAL SCHOOLS OF STRATEGIC BUSINESS AND CHANGE
MANAGEMENT
The importance of complexity is usually increasing on a day-to-day basis with respect to
organisations because they are getting to understand the situations on an external basis. This
has derived a significant impact up to which the management of the organisation will derive
their ways initially in a more perspective way. There are certain functionalities and activities
that are associated with the organisation and it is a necessity that the orientation with regard
to understanding the adversities of growing in challenging atmosphere is important. This is
said to be one of the strategic business atmospheres and it brings about the capability is up to
which the opportunities are associated in organisation (Yousaf and Majid, 2018). Every
organisation will face threats that will pave way for a greater analysis and a plan which is
associated with the action. This is something that will bring about a good amount of change

for the evolving business strategies that are critically important for every organisation to
move ahead where to their ideologies. Strategic business management will revolve around the
decision-making processes that are involved in the organisation. There are certain
functionalities that take place internally in the organisation that determines the capability of
the organisation. Business atmosphere will have to critically explore the various strategies
that are in regard to operating choices. There are several schools that will fall in this regard
which include that of planning school, positioning school, entrepreneurial school, cognitive
school, learning school, cultural school power school and environmental school. All these are
said to be the powerhouse for an organisation that will bring about a good amount of
knowledge that is required to move ahead with the planning and positioning strategies. The
benefits as well as the limitations that are oriented upon pursuing the right amount of
knowledge from this will result in various extravagant factors that seem to be incorporated in
the organisation (Yousaf and et.al, 2018).
Change management
Change management is defined to be a requirement that will have to be processed and
approach by all the organisations in order to develop the team work as well as the employees.
The organisational change is only derived by half of the employees are in hitting the
challenges and developing strategies in order to drive away the forces that are acting as
barrier. There is a heavy amount of evolution of various factors and most importantly
technology that is ruling the entire industry as well as the business. The internal factors of
every organisation will have to focus upon for it can process its data as well as amend its
policies such that the organisation can move ahead without any restrictions towards the ball
that is being set for the management. The business processes will have to include more of its
budget allocation into certain operations that will enhance the Organisational Management
into unique transformation that is required for the organisation. In this regard the
management will have to take full control over the choices that are to be made in the
organisation such that the employees would follow them and will achieve the required goals
and objectives (Petrillo and et.al, 2018). Change management will also play way for the
success to be incorporated in the organisation and also it can increase the profitable standards
of the organisation. In this way the organisation can also extend its path internationally and
that is oriented with far it is being able to tackle with all the problems.

CONCEPTUAL AND PRACTICAL APPROACHES TO STRATEGIC
BUSINESS
Conceptual approach
The conceptual approach to strategic business will bring about the required strategies that are
required for the organisation in order to move ahead with the kind of entities that are to be
incorporated in the industry. There are certain conditions that will have to be evaluated so
that the functioning of a business can be identified. A proper classification regarding the
conditions will have to be performed and most importantly the waiters will have to be given
to economy. There is also a requirement to perform a research which is oriented with
reaching the customer perception such that their perceptions will lead to attributes which are
significant. The production which is oriented with the organisation to determine the products
as well as its customers will have to be approved upon a particular mechanism that is
guaranteed by a proper approach (Grover and et.al, 2018). Branding is referred to be one of
the criteria and also a theoretical approach towards determining the business on a strategic
orientation. While production and the technology are said to be the secondary aspects
branding is defined to be one of the primary aspect and it is what will determine the value of
an organisation.
Practical approach
The practical approach is nothing but the evaluation of conceptual approach. By dealing with
practical approach it is necessary to incorporate the components that are evaluated as a part of
conceptual research. Starting with the analysis of stakeholders the organisation can move
ahead with how far they can be able to contribute towards the growth of the organisation.
Moving ahead with the financial aspects of the organisation can prepare a statistical data that
would help them to analyse the kind of performance that will have to be initiated in the
organisation. Strategic management is possible only when the business ideas are evaluated on
a regular basis and that can be done upon analysing and identifying the loopholes in the
organisation. There will be many loopholes oriented with the strategic analysis and they will
have to be put forth on an age of developing (Anser and et.al, 2020). Development will have
to be initiated with inculcating strategies that would bind up all the atrocities in the
organisation to bring a good approach towards success. The second approach will be
targeting a particular group of audience in order to perform the tasks. The audience are
necessary in order to bring about a good amount of profits. The organisation that is chosen in
this week hard is a retailing sector and for retailers customers are the major perception. In

order to move ahead with the choices of the organisation the companies will target customers
and it is the approach that will determine its space. Therefore the organisation will have to
focus upon a theoretical approach in order to move ahead with their choices by offering them
certain entities that would draw their attention.
MACRO AND MICRO BUSINESS ENVIRONMENT
Macro business environment
The Macro environmental impact for any organisation is derived by certain frameworks. the
PESTEL analysis is said to be one of the biggest framework that will bring about the macro
environmental impact over the organisation. PESTEL analysis is defined to be the framework
which will help to explain the political economic social technological environmental and
legal factors that are in regard to the company. The PESTEL analysis of the organisation
Morrisons is as follows:Political: political factors are set to be one of the crucial factors that will fall in regard to the
organisation (LIU and LI, 2017). The political factors that will impact the organisation
Morrisons in this regard is the unstable government. The governments keep changing and
their regulation will also very accordingly. This impacts the overall performance of the
organisation where it have to get inculcated to all the government policies every now and
then. Also the level of corruption is following up on the organisation which is impacting the
organisational policies directly or indirectly.Economic factors: economic factors are derived to be one of those factors in which the
aggregate investment is said to be one of the major factors which is targeted. In this regard
the economic factors will be those of the government intervention upon the exchange rates as
well as the stability that is being interrupted by the host country. Also the skill of workforce
will also have to be modified in terms of defining the economy of the organisation.Social factors: the social factors that will fall in regard to the company Morrisons will include
that of demographic. The organisation will have to add a set of demographics and will have
to implement its processes such that it gets to understand the class structure and hierarchy of
the people in the demographics. Also the culture plays a major role in determining the social
factors where people will have to get habituated to the fact that the organisation is
improvising its choices (Nekrasov and Melnyk, 2017).Technological factors: the different technological factors that impact the company or the ones
that are related to products and services. There are certain technological implementation that
are being carry forward it by various organisations and it is not until when the organisation

gets invited to the fact that it will have to develop the stature and the customer services will
have to be gratified using the technologies of payment as well as the display boards.Environmental factors: there are certain environmental factors that will fall in regard to the
organisation and the ones that is said to be the waste management. Since this is a supermarket
and therefore there is a lot of waste which is generated therefore the organisation is
improvising upon it campaign that will fall in regard to waste management.Legal factors: the legal part of that will fall in regard to the organisation and its policies will
include that of discrimination law where the organisation will have to win upon the choices
of consumer protection and e-commerce. Also the organisation will get impacted by the
employment law where it will have to save that the employment policies as well as the terms
and policies that will have to be satisfied in regard to employees.
Micro environment analysis
SWOT analysis of the organisation deals with the internal environment of the organisation
where it will have to constitute the strengths weaknesses opportunities and threats. the swot
analysis of the organisation Morrisons is as follows:Strengths: the strength of the organisation like in its supply chain where the distribution
network is said to be one of the large aspect that is contributing to the major strength. The
company has its presence all over the United Kingdom and therefore it is well reputed
organisation and best supermarket (Tsangas and et.al, 2019).Weaknesses: the weakness of the organisation lies in its limited geographical reach. Almost
all the people in and around the globe know very less about the organisation and this added to
be one of the weakness for the organisation. It will have to evaluate from it weaknesses and
will have to grow as one of the pertaining brands and will have to focus upon its brand image.Opportunities: opportunities at to be many when it comes to the organisation Morrisons. the
growth in the organic products is said to be one of the major boon for the organisation where
it can evaluate the processes in bringing about the organic products. The international
expansion with regard to the company along with its stores is said to be one of the boosting of
the organisation where its and expand into various countries. Also there is a great demand for
private labels and in this regard the organisation is set to be striving very hard in order to
achieve the mark of being best.Threats: the major threat for this organisation lies in its government policies where the
taxation policy is said to be one of the biggest threats. There is an increase in the taxation
policy and therefore the amount of government policies that are incorporated in this
organisation is set to be wearing every now and then. Also the E-Commerce principles are

changing every now and then and the increasing market share of competitors is also one of
the biggest threat for the organisation.
CRITIQUE ON STRATEGIC DECISION
Strategic decision is derived to be one of those important ones when it comes to an
organisation (da Silva Lima). When an organisation is completely oriented in terms of its
policies and the operational statements then the strategic decisions will have to be taken in
regard to implementation. One may not be able to identify the specific decisions that are
playing a major role when it comes to the outputs that are characterized by the potential up to
which the organisation move ahead with an integrative framework. Strategic decision is
important in order to win over the choices and also the objectives that a stipulated every now
and then. When taking example of the organisation Morrisons it is one of the retailing sector
in the supermarket chain of United Kingdom. Retailing is one of the hard earned business is
where they will have to move in a strategic orientation and every step that they put across the
business will result in bringing about great sales and in return the profitable standards are
being determined. The advantage of strategic decision in this regard will rely upon the
choices as well as the options that is being put forth by the organisation. Without patience the
organisation cannot move ahead in implementing its prices and therefore it is one of the
advantages that every organisation is carry forwarding (Dankevych, 2018). All the
implications that will fall in regard to the organisation and act as barriers for growth at the
strategic framework will help to analyse the prospects that are in regard for the organisational
decision-making plans. A framework is never constituted without a proper planning and this
planning is entirely based on the strategic decisions. These strategic decisions are being taken
by the management of the organisation in looking after the advantages as well as the
disadvantages of the organisation. The advantage of strategic decision is such that only a part
of the organisation is focused upon and the remaining is not much guided on the principles.
There are not many disadvantages with respect to strategic decision making because strategic
decision making is always specified in terms of growth. An Organisation is never in vain if it
is oriented strategically and the decision-making plans will always have to prosper in terms of
sales for the retailing companies. Morrisons is one of the most integrated organisation where
the management of the organisation is on a subtle basis working upon the choices and the
decision making is divided into such a prospective where employees as a team will contribute
their ideas as well as the ideologies and the best out of the lot is being taken by the
organisation. The processes as well as the characteristics that are oriented with regard to

strategic decision making is specified by the patterns that are contributed in building about
every component in the organisation. Whether it be sales or marketing or any kind of
component of the organisation it is not until when the decision-making process is gratified
that they get to inculcate the standards. In the strategic orientation the business in order to
move ahead in a prosperous growth strategy then it will have to inculcate all the changes that
will forecast its future to be one of the most flourishing one.
CONCLUSION
The entire report concludes up on explaining the business atmosphere in the organisation.
Through this report one can easily understand the formulations that are to be incorporated in
the organisation without particularly focusing upon a framework and also identifying the
factors that will have to be corrected. A critical orientation towards the theoretical schools of
strategic business and change management are put forth in this report with a strategic
planning process. A complete evaluation of conceptual and practical approaches towards the
strategic business and change management in a range of organisational settings is being
explained in a more enormous manner. The approaches will determine about the
incorporation of various terminologies in order to strategically planned and orient the
employees in the organisation. The magnificence of any organisation will depend upon how
far the company is maintaining its internal and external environment and with response
towards the business techniques and tools. All these are portrayed in this report along with a
perfect explanation.

REFERENCES
Books and journals
Anser and et.al, 2020. Strategic business performance through network capability and structural
flexibility. Management Decision.
da Silva Lima, FACTORS THAT IMPACT ON BROILER PRODUCTION MANAGEMENT:
PESTEL AND SWOT APPROACH.
Dankevych, 2018. SWOT and PESTEL analysis of the current state of land relations in Ukraine.
Economy of agroindustrial complex. (7). pp.93-103
Grover and et.al, 2018. Creating strategic business value from big data analytics: A research
framework. Journal of Management Information Systems. 35(2). pp.388-423.
LIU and LI, 2017. SWOT and PESTEL Analysis on the Coordinated Development of New
Urbanization and Agricultural Modernization in Heilongjiang Reclamation Area. DEStech
Transactions on Economics, Business and Management, (eced).
Nekrasov and Melnyk, 2017. Application of SWOT and PESTEL Analysis in Combating
Economic Crimes and When Identifying Threats to Economic Security of the State. Probs.
Legality. 136. p.193.
Petrillo and et.al, 2018. Building excellence through the Agile Reengineering Performance
Model (ARPM): A strategic business model for organizations. Business Process
Management Journal.
Straková and et.al, 2018. Situational analysis and its role in the process of strategic business
management. Polish Journal of Management Studies. 18.
Tsangas and et.al, 2019. The application of analytical hierarchy process in combination with
PESTEL-SWOT analysis to assess the hydrocarbons sector in Cyprus. Energies. 12(5).
p.791.
Yousaf and et.al, 2018. The effects of e-marketing orientation on strategic business performance:
Mediating role of e-trust. World Journal of Entrepreneurship, Management and Sustainable
Development.
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Yousaf and Majid, 2018. Organizational network and strategic business performance: does
organizational flexibility and entrepreneurial orientation really matter?. Journal of
Organizational Change Management.
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