Importance of Change Management in Strategic Management Process

Strategic Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Critical examine the process which is used by company to determine strategies. .....................1
Assessment of critical models and tools which is used by company to determine their strategy.
.....................................................................................................................................................2
Application of different tools and models which are used by Morrisons...................................3
Critically examine importance of change management which is based on complexity of
transformation process, its risks, costs and sustainability. .........................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Strategic Management is defined as ongoing process which includes planning,
monitoring, assessment and analysing of all necessary requirements which are need in
organisation to meet its objectives and goals (Aguinis, Edwards and Bradley, 2017). It is system
of managing sources of business for attainment of aims in effective and efficient manner. It
includes various stages which helps enterprise to initiate their plans and strategies in appropriate
manner for achieve desired outcome. A role of strategic manager is to outlook and develop on
plans or programmes of business for meet their benchmarks. There are six stages involved in
strategic management plan which helps strategic manager to implement and develop an effective
strategy for company.
Morrisons is fourth largest chain of supermarket which operates in retail industry in
supermarket. In current scenario organisation have its operations in online and offline terms.
This is implicit that Morrisons render their sales to people with their stores in physical stores in
distinct locations globally. Now managers or leaders of firm decide to expand their business by
innovation in technology by using digital platform. So for this many plans or strategies are
developed which have six steps by help of strategic management process.
MAIN BODY
Critical examine the process which is used by company to determine strategies.
There are various steps are involved in strategic management process which are explained with
context of Morrisons:
1. Recognize strategic position: It is first and foremost step in which Morrisons assess its
position in determining their goals& objectives for both short and long term.
Organisation need to generate transparent vision for execution for their plan and
attainment of goals. So for this, it is responsibility of manager to prepare strategies by
determining strategic position of Morrisons that their goals & objectives must be
measurable and realistic (Ansoff and et. al., 2018).
2. Collection of people and information: When strategic position once determined. So for
this human resource must be involved in best manner in establishing strategic plan. By
this there must be all updated information should be given to their team members when
preparation for effective plan.
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3. Execution of SWOT Analysis: This model is used for identifying internal and external
environment of Morrisons which examines strength, weaknesses, opportunities and
threats which affects organisation in positive and negative way. This model provide clear
picture about strength and opportunities of respective company which helps company to
make effective use of their capabilities and to move company in right position.
4. Evolution of strategic plan: When manager of company examines strength and
opportunities of enterprise. The plan is developed in according to enhance efficiency of
business by generate innovation in technology. This plan is consist of strategies and
objectives which is adopted by Morrisons for attainment of technology which is done by
company.
5. Execute the plan: This is important phase of strategic planning process. As when plan is
develop by company now manager have to implement the plan in effective manner. This
step involves assignment of respective task to departments and employees according to
their knowledge and skills (Bergh and et. al., 2017).
6. Monitoring of performance on regular basis: This is last stage of whole process.
Morrisons continuously evaluate and monitor their online performance for pursue
knowledge about their effectiveness. In addition, this help management team of
Morrisons to examine any defect in their plans and by this they should be secure
according to requirement of organisation.
Assessment of critical models and tools which is used by company to determine their strategy.
In current scenario, as market segment comprise of various strategic tools and models
that deals at both international and domestic market place. There are two different types of
models which are used for analysing the scope for any business as SWOT and PESTLE analysis
helps organisation for transforming them from avoiding approaches which is traditional and also
starts new modern approach for achieving goals. Generally, when it is critically evaluate
business operation of Morrisons which is looking for enhancement of it for bring softening in
their strategies by develop new technologies which helps in attracting customers. This leads to
increase in brand image and productivity of company (Ferreira, Mueller and Papa, 2018).
By reflecting SWOT analysis, it is useful in analysing internal and external environment
of company which leads for examine skills of staff members, internal & external sources and
other prospects that leads to gathering all strategies for performing all tasks in significant
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