Understanding and Leading Change - Starbucks
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Added on 2020-06-04
Understanding and Leading Change - Starbucks
Added on 2020-06-04
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Understanding andLeading Change
Table of ContentsINTRODUCTION ..........................................................................................................................1TASK 1 ...........................................................................................................................................1P1 Comparison of different organisations which are influenced by change...............................1P2 Influence of change drivers on leadership and behaviour.....................................................3P3 Measures taken by firm to minimize adverse impact of change............................................4TASK 2............................................................................................................................................5P4 Barriers of change and their influence on leadership decision making.................................5TASK3 ............................................................................................................................................7P5 Implementation of leadership approaches to deal with change.............................................7CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
INTRODUCTION Growth and success of organisation rely on its capacity or ability to adopt change.Environment of business is dynamic and changes occurs very frequently so, it is important forevery enterprise to adapt with alterations on regular basis in order to sustain in market for longperiod of time (Aslan and Reigeluth, 2013). This helps the firm in attaining its objectives andtargets in effective and successful manner. There are various factors that exist in businesssurroundings which highly influence working and operations of company. This force themanager to adopt changes in order to lower down its impact. In the present assignment, chosenorganisations are Starbucks and Costa which offers coffee products. The report includes impactof change on various strategies and operations of business as well as influence of change driverson leadership, behaviour of individuals & teams. Apart from this, it also defines differentmeasures that can be taken by an organisation in order to minimize the negative influence ofchange. Besides this, various barriers and their impact on decision making of leaders as well asapplication of leadership approaches to deal with change are defined in this project. TASK 1 P1 Comparison of different organisations which are influenced by changeChange refers to an activity which is adopted by firm in order to become competitive andattain sustainability in the market. It highly influence the functioning of business either in directway or in indirect. Changes occurs in the form of technology, taste and preferences of customers,market trends, leadership, culture etc. These changes alters the processes and structure of firm.Mangers need to understand these changes and implement them effectively so the businessobjectives can be attain (Clarke and Persaud, 2011). The two companies, Costa Coffee andStarbucks have execute change in their business process in order to attain and retain loyalty ofcustomers. STARBUCKS: It is a coffee house chain of America and operates worldwide witharound 23,700 stores. They differentiate themselves from competitors providing betterexperience, good taste and high quality products to customers. The company was established in1971 and ruling coffee market. They offer baked goods, smoothies, coffee beverages and tea. COSTA COFFEE: The company is headquartered in Dunstable, England and is amultinational coffee house. It is the wholly owned subsidiary of White bread. After Starbucks, it1
is the second largest coffee shop of United Kingdom. Around 3,400 stores of firm are located invarious parts of country. They offer sandwiches, ice drink, tea and coffee to its customers. Some changes and their impact on strategies and operations of the organisation aredefined below: Change in Starbucks:Recently, the CEO of organisation declared that he is resigning from his position. Majoroutcome of this is formulation of new strategies by manager as the working and thinking style ofnew chief executive officer is different from the existing one (Doppelt, 2017). Technologicalchanges are also considered as an another crucial step by management. Past and existing strategy:In present competitive market, Starbucks is not paying more attention towards premiumgroup of customers as their strategy majorly emphasize on targeting consumers of every incomegroup. But now, they change their strategy and their focus area is premium segment. They alsoemphasize on expansion of business in different parts of world. They open their stores indeveloping countries such as India as they know the potential of unorganized market. There is nodoubt in this thing that, it is a positive tactic and provide benefit to Starbucks as they very wellknow the potential of an unorganized market. Penetration pricing strategy is not being used bythe company due to its unsuitability on premium segment. In context of technological related change, Starbucks believe in using high technologymachines for producing coffee. It is an important part of firm's operations. Recently, thecompany start to emphasize on updating digital platform (Fullan, 2014). They adopt various newtechniques of producing coffee as well as other products. Earlier, adoption of latest technology isnot considered as a part of firm's long term plan of action. But now, due to rapid alterations intechnology, they use digital platform in order to promote their products as well as brand name. Change in Costa Coffee: Recently, due to exiting of European Union in United Kingdom, huge political changesare made which influence strategies and growth of Costa Coffee. Increase in national living wageis the other change that forced the organisation to make modifications in their operations. Old and new strategies: Costa Coffee is a far-famed organisation and known for its rapid expansion. But, due toBrexit, their business is highly influenced and force them to alter their strategy as they know that2
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