THE STRATEGIC MANAGEMENT

Running head: STRATEGIC MANAGEMENT
STRATEGIC MANAGEMENT
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Author Note:

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1. Critically review organizational strategic plans.
The aim of this report s to discuss the strategic plans of one of the most reputed company in
the real estate and construction industry of the Arab Emirates namely Emaar properties. This is
one of the most valuable and admired real estate development companies in the world which was
established in 1997 by Mohamed Alabbar.
1.1 Critically analyze the position of an organization in its current market
Emaar Properties has more than ten subsidiaries in the different sectors in the market of Arab
Emirates which perform radically to serve the overall growth of business in the country. The
subsidiaries include Emaar International, Emaar Hospitality, Emaar Malls, Emaar Hotels &
Resorts, Emaar Retail, Burj Khalifa, Emaar Community Management, Emaar Technologies,
Emaar Industries and Investments, Amlak Finance, Emaar Investment Holdings and many more.
This company is the associates in the education, retail, and healthcare and hospitality business
along with investing in the financial services. The company has a strong presence in the Middle
Eastern region which is helping it to expand itself in the overseas markets like Africa and Asia.
The success of any company depends upon the internal organizational situation or internal
environment like working capacity, relation with the employees, job satisfaction and
organizational behavior. This company is one of the biggest land real estate developers and
known for various measure Mega projects like developing of Burj Khalifa the tallest building in
the world. This company was established in 1997 but 32% of total asset of this company are
owned by the government of Dubai1. It has entered into the joint ventures with different
companies to expand its operation. This is the reason why it effectively manages the human
1 Emaar.com, "Who We Are | Emaar Properties.". in Emaar.com, , 2020, <https://www.emaar.com/en/who-we-are>
[accessed 17 January 2020].

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resource so that they can contribute their skills in the success of this company. The company
recruits loyal workers from different parts of the world. The corporate culture of this company
has encompassed the shared values standards attitude and belief along with other features which
define the operating philosophy of Emaar properties.
The internal organizational culture of this company is supportive of growth both for the part
of the employees as well as of the company it has formed a strong culture that is profoundly goal
oriented and ambitious. The leadership expects the employees to follow ethical norms set by
them. In addition to this the company is highly customer and market oriented therefore expect all
the employees will work towards delivering a high quality standard for the customers2. The
company culture embarks risk taking mentality among the team members because without taking
risk no company can reach the Pinnacle of success. The organizational culture is team oriented
where the team members are allowed to make decisions for achieving objectives. It has a diverse
workforce from more than 80 nationalities and manage the multiculturalism quite efficiently.
Professional working environment it is always preferred in Emaar properties. In the
contemporary business environment it considers the human resource to be asset. Over the year
therefore the company has utilized various training methods for developing knowledge base and
skills of the employees3. This company believes in providing high quality product and service to
the customers therefore invest highly in maintaining quality of the steps in terms of performance.
Thus the company has employed the groups of highly qualified staffs and uses training to
upgrade their skills. The company uses various Strategies for upgrading the knowledge of its
employees first of which is using external training provider and another is on the job training.
2 SS. Alqahtani, King Saud university's strategic plan implementation (KSU 2030). Journal of Competitiveness
Studies. Vol. 24, no. 2, 2016, p. 1.
3 B, Van der Kolk, Schokker T. Strategy implementation through hierarchical couplings in a management control
package: an explorative case study. Journal of Management Control. Vol` 27 no. 2-3, 2018, pp. 129-54.

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The employees are satisfied with the effective communication system and management
philosophy of this company. It aims to become leading developer in in Dubai hence uses
bureaucratic leadership style. It has decentralized management style for controlling subordinates
to achieve business objectives.
Depending upon the aim to reach highest standard as well as delivering sustainable products,
Emaar Properties has developed great connection with the stakeholders. The company has a great
connection with the governments off the market where it operates. It has developed connection
with the suppliers from different parts of the world to acquire the best quality raw materials and
other needed elements for providing the best quality product and service to the customers4. For
this, Emaar Propertieshas gone through different joint ventures and partnership with other
companies and working with them more successfully.
SWOT analysis
strengths weaknesses
 Support from the governments in
every market the company is operative
 Strong regional partnership
 Great business model
 Foreign expansion
 Product diversification
 Over exposure in the middle east
countries
 Labor issues
 Quality problems
 Weaken funding and operation
strategies
opportunity threats
4 A, Lampaki, Papadakis V. The impact of organisational politics and trust in the top management team on strategic
decision implementation success: A middle-manager's perspective. European Management Journal, vol. 36, no.5
2018, pp. 627-37.

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 More investments in the foreign
market in real estate business
 Considered position in the domestic
market
 Diversification of revenue
 Global economic downturn
 economic protectionism
External environment:
Political:
 Each of the 7 emirates have their own governmental organizations and allow flexible
management.
 The emirates indulge in political conflicts with the neighboring countries regarding the
ownership of land and oil reserves.
 The country has healthy trade connection with other parts of the world.
Economic:
 The country has exceptionally high GDP rate because of overall oil trade.
 The unemployment rate is therefore low.
 This market due to oil deposit has high foreign direct investment.
Social:
 The citizens have well-paying jobs for which they lead a comfortable life 5
 Cultural diversity in this place is higher than expected.
5 X, Zhang, Song, H., Gao, G., Ma, L., Liu, T. and Liu, L., December. Evaluation Framework for Strategic
Implementation Process in Large Enterprises. In Third International Conference on Economic and Business
Management (FEBM) 2018. Atlantis Press.

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 Religion here decides the norms, clothes and behavior of the people therefore advertising
and product development has important factors to keep in mind.
Technological:
 The young population is teach savvy and possess high quality technological tools for
everyday use.
 The government allows different technology companies to work and contribute the
development.
 The companies are allowed to use high end technologies like automation and other tools r
machines for successful operation.
Legal
 Legalities are strict in this market as many of the international companies operate here.
Through strict legal measures the government pressurizes them to operate ethically.
Environmental:
 The country has a hot and dry climate hence agriculture industry does not flourish.
 Securing the environment through sustainable use of oil and other resources are protected
here.
1.2 Critically analyze the effects of existing plans on organization.
Porter’s Five Forces Analysis
Porter’s five forces model in case of Emaar Properties, assess the attractiveness and measures
needed for attending maximum profits.
Entry of competitors:

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This company does not have very strong competitor base in terms of new entry. This is due to
the fact that the company has already created its popularity in the national market. Here the
presence of strong marketing arm, building license, legal compliance and capability of the
municipality to support building in the lands in the domestic market are the barriers6.
Threat of substitute:
The threat of substitute is always present in this market because their real estate industry is
highly populated with various efficient companies. Therefore the substitute product can hamper
the profitability of this company.
Bargaining power of suppliers:
The supplier’s network is present within the domestic market as well as in the international
market stock therefore the company may choose any of them who provide high quality raw
materials. There the power of suppliers are low here7.
Bargaining power of buyers:
Products and services of this company and highly popular in both domestic as well as
international market. This is due to the fact that the quality and design of the products are
unmatchable. However the price structure is higher because of the quality. This can be a threat
for the company to lose customer.
Competitive Rivalry:
6 Kotler, P, & K Keller, Marketing Management. in , New Jersey, Prentice Hall, 2011.
7 V, Kirinic, Kozina M. Maturity assessment of strategy implementation in higher education institution. InCentral
European Conference on Information and Intelligent Systems 2016, p. 169. Faculty of Organization and Informatics
Varazdin.

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Main competitors of this company are Nakheel, DAMAC, Meydan, Majid Al Futtaim,
Henninger, Meraas, Al Ghurair, CBI Properties, SP International Property Developers and
Alhayat Property Developer. All of these competitors have their scope in te local and
international markets. Hence they lead to feel threat by the company.
Value chain analysis:
Emaar Properties value chain analysis points out the fact that the company has primary
activities relating to inbound logistics, operation, outbound logistics, marketing and sales and
service.
Inbound logistics: the company has developed different warehouses in different parts of
the country. It has 32% share of the government of Arab Emirates therefore the functions like
receiving and managing inventory take place smoothly.
Operation: the procedure to convert raw materials into the finished product the company
uses financial resources human resources and patents8. The high quality of products and services
provided by this company are highly praised for their tenacity and dependence.
Outbound logistics: Emaar Properties has various renowned project within the country as
well as in the international markets. It has developed the Dubai Mall Dubai, Burj Khalifa,
Downtown views, Arabian ranches, Dubai Marina and Dubai Opera House. In addition to this
the international projects include Beige Misk, Jeddah Gate, King Abdullah Economic City,
Tuscan Valley Venture and Crescent Bay. All of these finished products are unique and
impeccable in their features.
8 Browning, Tyson R. "Applying the PVRO Framework to the Strategy-Implementation Gap." 2018.

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Marketing and sales: the company targets the governments of the country is mainly who
are responsible to develop buildings and other architectures in the market. In addition to this the
company targets International organizations and partners with them so that visibility is enhanced.
The company markets in different National and international magazines which are limited to the
reach of their target customers only.
Service: Emaar Properties has created such a place in the national and international
market through its high quality products that customers experience the uniqueness of the
products every time. The maintenance and repairing of the buildings and other products are the
responsibility of either the government or third party maintenance organization.
The support activities are-
Procurement: the company has developed a strong network of suppliers who provide high
quality raw materials from different parts of the world9. the uniqueness of the finished products
are of high quality therefore the company does not depend upon only one supplier but employee
different categories of experienced supplier network.
Technological development the types of products the company provides are unique in
their way. The buildings which are developed by this company are not imitated anywhere.
Therefore the gigantic and unmatchable projects are properly handled with high end tools.
Human resource management: The Company employs valuable resources to the farm
because a significant portion of human resource is highly trained and leads to productive output
for this organization. The employee groups are loyal and motivated in this company hence the
retention rate is also high. This translates into return value for the customers of the company.
9 Gupta, S, & M Starr, Productions and Operations Management Systems. Boca Raton, FL: CRC Press, 2014.

9STRATEGIC MANAGEMENT
Infrastructure: the composition of Management team are supportive of innovation and
have the capacity to hold their position in every way. These managers are responsible for
planning, accounting and quality control. The patents of Emaar Properties are valuable because
this help the company to sale products without competitive interference. This results in Greater
revenue for the company and provides scope for licensing revenue. The distribution network of
this company is a valuable resource because this helps in reaching out more customers.
Distribution network insurance greater revenue for the company and promotion activities for
translating into sales. Finally the research and development is overseen by the management
because it allows innovative features to be included in the design of the buildings and other
products established by the company.
Boston growth-share (BCG) matrix:
Star:
Emaar Properties' investment and financial service unit operates in the market which
shows potential growth in the present as well as in the future. Returns a significant amount of
income and should vertically integrate other firms in the supply chain. This can help earning
more profits. This is also the product of generating greatest sales in the product portfolio. The
market has high demand for quality service therefore there is a potential buy this company to
innovate features on their product through proper research and development process. The
company has 20% market share in this category because this is the market leader. The overall
category is expected to grow within next five years. The company needs to use the current
products for penetrating the market and improve its distribution to reach out to the untapped
areas.

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Cash cows:
The real estate business unit is the cash cow of this company. This has been operating for
more than two decades and on a significant revenue. The overall market is declining as the
companies are managing their suppliers by themselves rather than outsourcing the materials. The
innovative product which has market share of more than 25% can help the company to influence
both National and international market effectively10. Therefore the company needs to invest more
in the designing process for overwhelming the competitors11. This well guide the company to
grow and turn this cash cows into star. The international hospitality and education business unit
is the cash cow of this company. This business unit has high market share as most of the
customers are depending upon high quality product and service of Emaar Properties. If this
company is not using this particular category positively then it will turn into dog unit.
Question marks:
Emaar retail business unit is in the question mark in the BCG Matrix. this is due to the
fact that the recent trends within this market show less interest of the customers to the choice of
retail companies because of the high competition in the market it is showing high market growth
rate but is the company does not invest much in R&D in the retail business, therefore innovative
features are not being added effectively. This particular category has failed to capture the rapidly
growing market by giving competitive prices. This has incurred loss in the last few years. The
new market of Africa and Southeast Asian countries need to be captured because of attractive
market position. Low sales are the result of inability to differentiate product according to the
demands and buying capacity of the customers.
10 Mohajan, H., 2017. An analysis on BCG Growth sharing matrix.
11 David, F.R. and David, FR, Strategic management: A competitive advantage approach, concepts and cases.
Pearson, 2019.

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Dogs:
The hotels and resorts business unit here is the dog’s category. Emaar Properties has this
particular business unit in various International markets which are showing dependability and
growth however the issue of environmental concerns the demand is gradually declining stock the
company has negative profit for this strategic business unit and it is expected that there will be
less investment in this business category. However the company has started to find out
sustainable and innovative solution for this problem by reducing carbon footprint, green building
projects in different parts of the world.
Market share:
Figure 2. market share
(Source: 12)
12 Emaar.com, "Investor Relations | Emaar Properties.". in Emaar.com, , 2020, <https://www.emaar.com/en/investor-
relations> [accessed 17 January 2020].

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Figure 2. Emaar share
(Source: 13)
2. Propose strategic options for an organization.
2.1 Critically discuss the relationship between, corporate, business and operational strategies
Emaar Properties has put the effort to transform itself to become a veritable multinational
company hence needs to have proper strategies to connect the corporate business and operational
segments. These are needed to drive growth and increased profits. Starting from setting up the
corporate office to efficient operation with international subsidiaries. Effective business
strategies needs a dynamic and methodological process keeping the organization focused on
perfect issues as well as actions. This relates to the management to define and redefine four
important components of the successful strategies along with tactical actions.
Strategic goals are statements of each the top management level requires for achieving in
the terms of growth, markets, products and profits.
13 Bloomberg.com, "Bloomberg - Are you a robot?.". in Bloomberg.com, , 2020,
<https://www.bloomberg.com/quote/EMAAR:UH> [accessed 17 January 2020].

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Improvements objects relate to the specific and measurable performance improvements
se within specific time frame hence tied to the specific strategic goals14.
Action plans translate the objectives into the certain set of steps, schedules,
responsibilities and cross functional teams to implement the places to achieve objectives.
Performance measures provide qualitative means of reviewing, updating and evaluating
actions, strategic goals, improvement objectives and process performance.
In maintaining connection with the corporate, business and operational strategies, the
management feels pressure to put operating in the loops relating to the marketing, finance and
sales. The operational goals are couched in the performance measures with no correlation to the
right goals and the action plans. In this business context, the supply chain also contribute in the
customer satisfaction and working for capital performance leading profits. The other process of
maintaining connection with corporate, business and operational strategies relate to the effective
planning of operational objectives effectively15. Here the need of reassessment of current
strategies, action plans and performance are seen that they can contribute to the strategic plan of
the company. The successful companies therefore develop some modified and new objectives
and performance measurement will connected to the overall strategic plans. Getting started with
the shared vision by analyzing the current situation and reach a better understanding of the
strength and weaknesses of the company can help in connecting corporate, business and
operational strategies effectively.
14 Harper, L.E. and Sanchez, D., Strategic Implementation of Green Public Procurement in the City of Buenos Aires.
In Green Public Procurement Strategies for Environmental Sustainability, 2019, pp. 110-147. IGI Global.
15 M.J.M. Miako, and Machuki, V. Challenges of Strategy Implementation At Adrian Company Limited Kenya.
Journal of Business and Strategic Management, vol. 1, no. 1, 2016, pp.16-33.

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2.2 Apply strategic models and tools to develop strategic options for an organization.
Mintzberg’s strategies:
Emaar Properties needs to expand its business in the European countries as the markets of
the Asian and African countries seem to be concentrated and lack of funding to support the
exclusive designs and architecture to be developed in the countries16. However, the competition
is also high in the European countries but this competition will help Emaar Properties to enhance
the quality of design and product development scope. This will be successful only when the
company will be following 5Ps strategy of Mintzberg that include Plan, Pattern, Position,
Perspective and Ploy. Plan in the case of Emaar Properties will bee plan to win by utilizing
current business model in entering the European real estate market. Ploy will be proper
advertising of the already developed projects like Burj Khalifa to the target customers in the
European market. Pattern will be the expansion in the market of Europe so that the scope of
entering any mare of any country is grasped. Position is the image of the company. In the case of
Emaar Properties the symbol will be Burj Khalifa, the tallest building of the world through which
the stakeholders will be identifying the company. Perspective will be the set of values and in the
case of Emaar it will be the achievement of ultimate quality possible.
The market of real estate business is always increasing in the different parts of the world
as after globalization, the scope for expansion of business has increased. The deliberate and
emergent strategies of the companies look like alternatives. The envelopment for the emergent
strategy takes place always17. The evolution of competitors and environment or market change
16 V, Padmanabhan, Functional strategy implementation-experimental study on agile kanban. Sumedha Journal of
Management, vol. 7, no. 2, 2018, pp.6-17.
17 A. Tawse, Patrick, V.M. and Vera, D. Crossing the chasm: Leadership nudges to help transition from strategy
formulation to strategy implementation. Business Horizons, vol. 62, no. 2, 2019 pp.249-257.

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lead the company to choose either or both strategies. In the case of Emaar Properties, the
emergent strategy will be followed. Here the company will be following the steps like
 creating initial hypothesis about the market
 strategies will be tried, tests and assess feedback
 changes will be made either to the strategy or the way it is being executed
 after gathering feedback, the plans and budgets are revised
 Refinement to the strategies are communicated and execution monitor.
 The company will learn about the strategies and executing quickly
 By learning the lessons about strategies as well as the organizations will evolve.
Ansoff matrix strategies:
Present
Present
Product New
Market
Market penetration
Proper utilization of reputation
and resources to enter the market
of any European country
Low risk
Product development
Expanding existing product with
new designs18
Medium risk
New
Market development
Already developed market in west
Asia, UAE and African countries
Diversification
Similar high quality product with
diversified design according to
18 Ansoff, H.I., Kipley, D., Lewis, A.O., Helm-Stevens, R. & Ansoff, R, Implanting strategic management. Springer,
2018

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Medium risk the needs a choice of the
customers.
High risk
Merger and acquisition:
The company while entering the European market need a strong base for developing the
business. In this aspect the company cannot go for acquisition process but merge with any of the
real estate company to enter the market. This is important as the company needs a strong grip in
the market and proper understanding of the trend.
2.3 Evaluate strategic options for an organization.
The strategic options for Emaar Properties include the prospects of both domestic as well as
foreign markets. It can realize increased growth by venturing into the market of any European
country. There is a great potential for the real estate developers like this company to target the
suburbs and city areas where there are sufficient human resource access to quality education
healthy environment and conductive government policies19. The relatively cheaper cost for
running the business will clarify profitable area for the real estate developer like this company.
There are good future prospects for venturing through Merger because the form output can be
reduced to average costs. This will lower the average cost making way for lowering prices for
the consumers. The international competition will seem to be more manageable in this strategy.
As the threat of multinational and international competitors will be present there the quality will
eventually increase. The merger strategy will help the company to allow greater investment in
19 Rothaermel, F.T, Strategic management. New York, NY: McGraw-Hill Education, 2017.

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research and development segment. It is important for the real estate developers like Emaar
Properties to invest a lot in in designing and implementing innovative projects which will only
ensure its future in in the expanded market.
3. Create a strategy implementation plan for an organization
3.1 Create appropriate vision, mission and strategic goals for an organization
In order to expand the market in foreign countries like that of Britain Spain France and Germany
the company needs to have proper strategic planning which will be implemented without any
issues. The company already has a vision mission and strategic goals but in case of entering into
a completely new market of Europe, it is necessary that the company makes it more flexible.
Vision
The vision of Emaar will be more CSR based where the overall growth of the community
will be coming into the forefront. The company wants to Foster and environment which will help
in creating knowledge and their application in in work. The company will be seeking to excel in
every aspect of its activities and strive to build this company into a creative organization. Here
knowledge will be e taking more important place and be powerful than any asset. Success comes
to the companies which poses the best information and killed more efficiently.
Emaar Properties will be embarking upon to cutting age knowledge banks embarked
upon implementing two cutting-edge knowledge banks like Archive of Research and knowledge
and Enterprise Resource Planning. This will help the company together knowledge about the
customer Trends and the demands of the new to market entered and operate in a more exclusive
way.

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Mission:
Emaar Properties will be the organization of first choice in real estate and construction industry
of Europe. This will be driven by their commitment for attaining the ultimate customer
satisfaction. The high quality of products and exceptional service of Emaar Properties, a large
number of international clients repeatedly seek out it every time whenever major construction
needs arise. This proves the abilities of promising quality and customer satisfaction.
Strategic goals:
The strategic goals of Emaar Properties in the European market will be to create more value with
circular economy. This is about understanding and preserving the values. It strategy will be to
create more value for the customers, personal and social wellbeing in a broader sense. Achieving
the growth in this market will be valuable for the owners also.
3.2 Propose a suitable structure for an organization that fits a Strategic plan
The company structure that has been following currently in Emaar Properties has two
segments including board of directors and principle officers. Now while operating in the
European market the organizational structure need to be more flatten because of the
organizational culture of European companies. In this respect the CEO of this company will be e
at the top under whom the regional manager will be operating. Under Regional Manager
different teams like marketing sales manufacturing and others will operate. This is important to
note that flatter structure will help in clear communication among the employees. The
organizational structure will also include recruitment of local employees in the business because
of their in-depth knowledge about the market trend in this new market and demands of the
customer.

19STRATEGIC MANAGEMENT
3.3 Create a resourced strategy implementation plan.
key
objectives
Critical attributes Associated
stakeholders
Resources Implementati
on barriers
Market
developm
ent
-Expansion of regulator market
reach
-increasing customer visits to
the designers, engineers and
architects
-Gap analysis
-Difference in strategic vision
wit merger
-determination of criticality of
skills
-reviewing distribution strategy
Employees of
both the
companies
Market
survey
companies
Availability
of data
Process
improvem
ent
-implement lean processes
- more discussion about
organizational policies
-organizational objectives
-profit measurement
-developing supply chain
Government
Employers
Industry
Top
executives
Difference of
business
model
bureaucracy

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strategies
- assurance of quality
Product
developm
ent
-Designing business model
-product development process
-market survey
-expand range of product and
service line
Customers
Distribution
channels
Employees
Top
executives
Design team
Time
consuming
People
developm
ent
-Recruitment of local skilled
labors
-Analyzing potential
-Pre employment trainings
-implementing personal
planning process20
-increasing team work
-promoting cultural diversity
and communication
Employers
Industry
Top
executives
Lack of skills
candidates.
4. Critically analyses the principal processes of organizational change.
4.1 Apply force field analysis to analyses and identify forces of change.
20 Browning, Tyson R. "Applying the PVRO Framework to the Strategy-Implementation Gap." 2018.

21STRATEGIC MANAGEMENT
Force field analysis is constituted of two types of Forces which include forces for change
and forces resisting change. In maintaining equilibrium in a company both forces are essential
because these enhances the capability of the company to work against all the odds21. This tool is
useful for making decisions by analyzing every forces that put pressure upon the organizational
growth and communicating the reasoning behind the decision. The forces for change may be
disruptive Technologies, changing demographics trend, need for increasing profitability,
declining team moral, new customer demand, improved production speed and low maintenance
cost. In the case of Emaar Properties, new customer demand, improve production , stagnant
domestic market of Middle East, using of resources in competitive environment, investment
opportunities, recruitment of new talents, taking sales advantage, more exposure
opportunities in European market and need for expansion of business are the main driving
forces for change. Some of the most important responsibilities that the construction companies
identify are designing project finance project definition of formulation and project
implementation. Emaar Properties has created its reputation by developing the largest building of
the world therefore the demand of the customers have enhanced greatly. This has initiated
change for this company. Improved production by the means of quality and assurance of the
brand is another factor that has pushed the company to opt for change. The Middle Eastern
market for real estate and construction business is highly populated as there is a scope for
investment in this industry and the government provides full support to the companies in the
construction business here. Now as the company has created a national reputation through its
exclusive designs and architecture it is willing to expand its business to the Global market stock
by expanding in the European country there will be higher scope for investment as the company
21 S.R. Shrivastava, Shrivastava, P.S. and Ramasamy, J. Force field analysis: An effective tool in qualitative
research. Journal of Current Research in Scientific Medicine, vol. 3, no.2, 2017, p.139.

22STRATEGIC MANAGEMENT
possesses knowledge and creativity needed and the market forces highly skilled labors 22. The
cities of European countries are populated with skyscrapers but Emaar Properties expertise in
developing exclusively designed buildings unmatched in any part of the world. The change in the
company is also inevitable because of high sales opportunity in the European market23. Despite
the fact that the target market already possesses some highly qualified real estate developers but
the uniqueness that this company has shown is exemplary for other competitors operating in the
target market. The in-depth knowledge of designing and collecting resources for developing
buildings are the most exclusive aspect of this company24. Moreover it has support of the
Government of Arab Emirates which will be helping this in entering any part of the European
market and March with a reputed company doing the same business.
Forces against change include labor shortage, adaptation of new technology, and impact on
the environment, cost and disruption. In the case of Emaar Properties, impact of construction
business upon environment can challenge the change. Construction projects damages both on the
local scale as well as globally. Construction forms leads to burning of fossil fuels like diesel and
gas that results in in admission of gas like Methane, carbon dioxide and other waste products
which pollute the air leading to contribution to the global warming process. Secondly the
construction noise is seen to be e one of the major sources of noise pollution. The noise produced
by missionary inside preparations, demolitions and landscaping may go against the norms and
policies of the government. Waste management is another factor which challenges the growth of
construction business in in the suburb or rural areas in any part of the world. in European
22 S. Kumar Sharma, Singh, R. and Matai, R., Force field analysis of Indian automotive strategic sourcing risk
management enablers and barriers. Measuring Business Excellence, vol.22, no. 3, 2018, pp. 258-275.
23 M.M, Nash, Manning, M.R. and Heiser, E.J., Applying Lewin’s Force Field Theory to facilitate SWOT analysis:
an effective and efficient approach. In Preparing for High Impact Organizational Change. Edward Elgar Publishing
2019.
24 M, Arab-Zozani, Pezeshki, M.Z., Khodayari-Zarnaq, R. and Janati, A., Balancing Overuse and Underuse in the
Iranian Healthcare System: A Force Field Theory Analysis. Ethiopian journal of health sciences, vol. 29, no. 2,
2019, pp.231-238.

23STRATEGIC MANAGEMENT
countries the environmental rules are stricter than those of Asian and African countries stock in
this aspect the company may face problem regarding deforestation and waste disposal actions25.
Labor shortage is another force that challenge the change process. The construction industry has
shared over 2 million employment during the economic downturn. It has been struggling to get
employment back to the pre reception numbers. Their skill and Labor shortage have manipulated
the European construction business greatly. It is also attached with the safety and security of the
labours which connects to human and employee rights issued by the governments of every
country in Europe. Finally the adaptability of Technology is a barrier against change for this
company. In the domestic market Emaar Properties had used various high tech machineries
because there is no question of inability in funding but the European market may not support
usage of such high end machinery in the construction business.
4.2 Critically evaluate various change management models.
In order to implement the strategic plan for entering a new market through merger process the
change in the management and skills are mandatory. This is due to the fact that the
organizational culture of the domestic market is completely e different from that of the European
countries. therefore the same management style cannot be adopted in the new market otherwise
this will in losing the ground on the part of the company. In the leadership change two most
important Change management models can be applied.
25 A, Capatina, Bleoju, G., Matos, F. and Vairinhos, V. Leveraging intellectual capital through Lewin's Force Field
Analysis: The case of software development companies. Journal of Innovation & Knowledge, vol. 2, no.3, 2017,
pp.125-133.

24STRATEGIC MANAGEMENT
Kotter's Change management model consists of eight steps which include increase urgency, build
guiding team, develop the vision, communicate for buy in, direction, create short-term wins,
don’t let up and make change stick26.
 The leaders will help others to see the need for change through aspirational and bold
opportunity statements which communicate the essentiality of acting immediately.
 The team leaders need a coalition of Effective People to guide and co-ordinate the
activities 27.
 The Change management process will form strategic vision and initiative by clarifying
how the future will be different from the present and past and how the employees can
make future through initiatives connected directly to the vision.
 Enlisting change agents for railing around a common opportunity they need to be brought
in to drive change by moving in in the same direction.
 The managers will remove barriers like inefficient process and hierarchy for enabling
action and providing Liberty important for working across issues and generating real
impact28.
 Generating short term wins which need to be recognized communicated and collected to
track the progress and energize the Agents to adapt new skills.
 Sustaining acceleration by increasing credibility to improve systems policies and
structures.
 The management will articulate the link between new behavior and the success of the
organization ensuring that they will continue until they become strong enough for
replacing old habits29.
Lewin's Change management model has three stages which include and freezing changing
and refreshing.
 The Change management replaces old habits and actions with awareness current level
of acceptability new way of thinking and organizational structure. For perfect Change
management in Emaar Properties, unfreezing of the old habits and objectives need to
be replaced with fresh actions. The managers will create competitive advantage by
showing the employees the necessity of change30. During the unfreezing stage
26 D.K. Wentworth, Behson, S.J. and Kelley, C.L. "Implementing a new student evaluation of teaching system using
the Kotter change model." Studies in Higher Education, 2018, pp. 1-13.
27 B. Teixeira, Gregory, P.A. and Austin, Z. "How are pharmacists in Ontario adapting to practice change? Results of
a qualitative analysis using Kotter’s change management model." Canadian Pharmacists Journal/Revue des
Pharmaciens du Canada vol. 150, no. 3, 2017, pp. 198-205.
28 K.N Tang. "Change management." Leadership and Change Management. Springer, Singapore, 2019, pp. 47-55.
29 R. Rajan and R. Ganesan. "A critical analysis of John P. Kotter's change management framework." Asian Journal
of Research in Business Economics and Management vol 7, no. 7, 2017, pp. 181-203.
30 S.T Hussain, et al. "Kurt Lewin's change model: A critical review of the role of leadership and employee
involvement in organizational change." Journal of Innovation & Knowledge vol. 3, no. 3, 2018 pp. 123-127.

25STRATEGIC MANAGEMENT
communication is essential because the employees expect logical and relevant
information for this change which create a feeling of urgency and motivate them to
accept the change.
 The changing stage refers to transitioning of the actions and thoughts of the
organization31. Throughout this process of change the employees remain uncertain
and anxious so often create barrier for completing this step for this reason proper
communication, training time and support are to be given so that the employees are
converted into change agents and benefit the organization. this step particularly is
effectively plant so that there is no issue in executing abrupt changing process.
 The final stage is refreezing where the actions of reinforcing stabilizing and
solidifying of the new state take place. Freezing step is important for this company
because it will ensure that the people do not revert back to their traditional thinking
process for doing the same before the implementation of the change32. the company
will make efforts to guarantee the change will never lost and for this
acknowledgement and rewards of the individualized efforts are provided.
4.3 Apply leadership and change agent skills to implement a strategic change in an
organization.
The leadership skills for effective change implementation and management includes
 Having vision
 Building coalition
 Communication and negotiation skills
 Motivation
 Ability to see a big picture
 Personal resilience
 Trust building
5. Evaluate the implementation of strategic plans.
5.1 Analyze the time schedule for the implementation of strategic plans.
31 S. Cummings, Bridgman T, Brown KG. "Unfreezing change as three steps: Rethinking Kurt Lewin’s legacy for
change management." Human relations vol. 69, no. 1, 2016, pp 33-60.
32 P. Ellis and Jane A. "Applying Lewin's change model in the kidney care unit: unfreezing." Journal of Kidney Care
vol. 3,.no. 4, 2018, pp. 259-261.

26STRATEGIC MANAGEMENT
The company as will be entering the European real estate and construction business tough the
process of merger, therefore needs time to market, negotiate and close. The long period f time of
20 months will be needed for the implementation of strategic plans.
5.2 Design key success indicators in order to monitor the implementation of the strategic plan.
In the case of Emaar Properties, four types of key success indicators can be utilized. These
include sales indicators, financial indicators, customer indicators, marketing and operational
indicators.
Sales indicators:
 Number of new contracts
 Net sales
 Hours of resources spent
 Number of engaged qualified leads.
Financial indicators:
 Growth in revenue
 Gross profit
 Net profit
 Operational cash flowing
 Inventory turnover
 Accounts receivables
Customer indicators:
 number of buyers retained

27STRATEGIC MANAGEMENT
 percentage of market share
 average support resolution time
 net promoter scores
Marketing indicators:
 Number of qualified leads
 Conversation rate for the call to action contents
 Quarterly website traffic
 Blog articles published
Operational indicators:
 Order fulfillment time
 Employee satisfaction ratings
 Time to market
5.3 analyze potential risks during implementation:
In implementing the strategies planned there are various risks emerge that demotivate the
business to attain the objectives effectively. These risks include economic uncertainties,
competitive factors, delay in the project completion, loss of key managers, loss of key suppliers
and government regulations. Economic uncertainty is very common risk and takes place in any
industry because of global economic downturn. This is the reason why the company may face
sudden slowdown of the investment or support from the shareholders. Entry of a new competitor
is another fact that may push the company to alter the plan. New government regulation makes

28STRATEGIC MANAGEMENT
the business to change the planning and implementation strategies because all of the operations
in every way linked with the laws and support of the local and national governments. The loss of
key suppliers can hamper the strategies to be implemented. The projects can be stopped before
time if the suppliers is not available to provide the needed materials. Similarly the absence of key
personnel can also hamper the business operation and strategies to be implemented properly.
Finally the delay in the project completing due to inability of the departments responsible may
lead to develop risk for the company’s strategies.

29STRATEGIC MANAGEMENT
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