Understanding and Leading Change - Costa Coffee and Starbucks
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Added on 2020-10-05
Understanding and Leading Change - Costa Coffee and Starbucks
Added on 2020-10-05
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Understanding and LeadingChange
INTRODUCTIONChange is a process which is very essential for every business firm in order to grow andsustain in competitive market. There are many changes takes place in the environment in whichfirm operates or perform its operations. Ability to adapt with those changes leads businessenterprise towards high growth and success (Aslan and Reigeluth, 2013). Manager needs toconsider those factors which influence operations and activities of business. It assists them informulating effective strategies and policies that supports in attaining predetermined goals andobjectives in defined period of time. The present report is based on Costa Coffee and Starbuckswhich offers highest quality coffee to their customers. This assignment includes the ways inwhich change influence operations and strategies of an organisation. It also defines impact ofchange drivers on behaviour of firm. Apart from this, the way in which change barriers influencedecision making process of leaders and application of leadership approaches to change initiativeis defined in this project. TASK 1P1 Influence of change on operations and strategy of companyChange is a process that should be adopted by every business firm in order to ensure theirsustainability in today's competitive market. Any change that takes place within firm influencefunctions and operations of business in both direct as well as indirect way. It may be occur in anyform, either in the form of organisational culture, technology, market trends, leadership,preferences and needs of customers or if any change takes place in legal, political, economicaland social environment. All such factors highly influence operations and activities of firm. Itcompletely alters its processes and structures (Booth, Wade and Walker, 2014). So, it is requiredby managers and leaders of every business concern to understand changes and executes thosewithin organisation in effective manner so that set objectives and goals can be attainsuccessfully.STARBUCKSIt is one of the well known coffee house chain which is headquartered in America andperform its operations all over the world. There are around 23,700 stores of Starbucks are locatedin different countries and offers high quality coffee products to customers. They provideexcellent experience to customers and offer them coffee with good taste which is the factor thatdifferentiate firm from its competitors. In year 1971, the company was established and now leads
the coffee market. Baked products, smoothies, tea and coffee are offer by firm to their potentialclients. COSTA COFFEEIt is one of the multinational coffee house whose headquarters are located in Dunstable,England. It is a subsidiary of White Bread. It is the 2nd largest coffee shop after Starbucks inUnited Kingdom. The company has around 3,400 stores which are located in different parts ofnation. Sandwiches, coffee, tea, ice drinks etc. are the products that firm offer to its customers(Carrington, Deppeler and Moss, 2010). Some changes adopted by firm and their influence on its operations and strategies aredefined below: Change in Starbucks: In Starbucks, it has been declared by CEO of Starbucks that he resign form his post. Ithighly influence policies of firm and new strategies and plans are framed by administrator asworking style and thinking process of newly appointed CEO is distinct from existing one. One ofthe crucial step that are taken by management of company is to emphasize on technologicalchanges. Past and existing strategy: In today's business environment, the mangers of Starbucks are not paying much attentiontowards their premier customer's group. Their strategy centres around targeting people of eachgroup of income. But now, they develop new strategy which emphasize on premium segment ofmarket (Clarke and Persaud, 2011). They also laid their interest on business expansion on severalcountries of world. They establish their stores in those countries which are developing like India.The main reason behind it is that market of India is unorganized and they are aware about itspotential. It proves to be a positive strategy for firm and render huge benefit to Starbucks. Theirstrategy of penetration pricing is not utilized by firm as this is not suitable for premier segment. Technological related changes are also considered by management of Starbucks and theybelieve in using those machineries which are of high technology to produce coffee. By this, theyenable to offer high quality coffee to customers. Moreover, they also focus on updating theirdigital platform. Several new technologies are adopted by them which earlier is not part of longterm strategy of company. But, due to frequent technological changes, digital platform is utilizedby company for promoting their goods in market.
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