Report on Impact of Changes in Company - Costa Coffee and Starbucks

Understanding and
Leading Change

Contents
INTRODUCTION....................................................................................................2
TASK 1................................................................................................................. 2
P1 Comparison among various organisational operational strategies after
adopting changes.........................................................................................2
P2 Measurement of External and Internal drivers of changes on leadership,
Individual and Team.....................................................................................4
M1................................................................................................................ 5
M2................................................................................................................ 6
D1................................................................................................................ 6
P3 Evaluate how to minimize negative impact of change on organisation. . .6
TASK 2................................................................................................................. 7
P4 Barriers which effect the change and affect leadership decision making
strategies.....................................................................................................7
M3................................................................................................................ 8
D2................................................................................................................ 9
TASK 3................................................................................................................. 9
P5 Application of suitable leadership style in organisational context...........9
M4..............................................................................................................10
D3..............................................................................................................10
CONCLUSION..................................................................................................... 11
REFERENCES......................................................................................................12
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INTRODUCTION
In modern scenario for making business successful in nature and attain growth, it is
highly essential to adopt latest technology along with various tools and thus utilise them in better
way. Besides this, due to present situation within market it is highly essential to adopt the
flexibility as there are uncertain changes in trends, tastes and desires of customers (Aslan and
Reigeluth, 2013). After adopting flexibility, smooth running of operations can be seen and
modifications can be done in better way. Company chosen for this report is Costa Coffee and
Starbucks who are multinational companies and deal in coffee products. There are various things
which will be discussed within this report like impact of the changes within the structure of
company along with its policies. Along with this, there are various others sections which will be
discussed within this report drivers making impact upon the leaders and team behaviour for
objectives completion in better way.
TASK 1
P1 Comparison among various organisational operational strategies after adopting changes
There are many kinds of factors like tastes, culture, technology and many more who are
responsible for the modifications happening within marketplace. Whole process of changes
taking places is stated as organisational changes (Clarke and Persaud, 2011). There are many
kinds of changes which take place which had to be adopted by company for having the best
opportunities within future for employees and management. Examples are being taken of two
companies running process on global level and they deal in food sector named as Costa Coffee
and Starbucks.
STARBUCKS
This company can be stated as one of the largest company dealing in coffee sector at global
level. Company was mainly founded in year 1971 by three people whose names are Jerry
Baldwin, Gordon Bowker and Zev Siegel in Washington DC in USA. In present, there are about
15000 stores working at global level in about 50 countries.
COSTA COFFEE
Costa Coffee is mainly known for its coffee beans selection and making up of coffee in unique
tastes along with its traditional methods of serving. This company has been mainly established in
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year 1971 in London. This company has been dealing in about 31 countries and has around 5000
stores across the globe.
There are various kinds of policies which are being formulated by both of the
organisation which are being described below:
Strategies Starbucks Costa
Competency Based Strategies There are certain kinds of
needs and wants which need
to be determined by company
and thus bring modifications
as per desires of customers
(Doppelt, 2017). Numerous
kinds of changes have been
made within the menu card of
this company along with
bringing innovation along
with classification of needs.
This company mainly deals in
Infusions and Mock tails.
There is the main difference
among the Starbucks and
Costa Coffee and that is Costa
Coffee does not mainly focus
upon the trend and desires of
customers much. Price of the
products is high in nature
which in turn has reduced the
customers. Inspite of this
company has been successful
in bringing more customers by
innovation within process and
products.
Pricing Strategies When the company got the
high brand name, they
increased the prices by 50%
which in turn gave negative
impact upon the customer’s
retention. So company had to
reduce the prices after
conducting the research within
marketplace and thus after that
they designed the pricing level
again by making it reasonable
There are various kinds of
effective strategies which are
being made by company in
order to gain competitive
advantage. There are some of
innovation is done in bringing
unique taste along with
various other flavours which
in turn can bring new kind of
experience to customers.
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