Organization Change Management Research Report 2022

RUNNING HEAD: VIRGIN AUSTRALIA
Organization Change Management

VIRGIN AUSTRALIA 1
Contents
Introduction......................................................................................................................................2
Company overview..........................................................................................................................2
Future success factors......................................................................................................................2
Evaluation....................................................................................................................................3
Current positioning..........................................................................................................................5
Needed strategies and steps.............................................................................................................9
Current issue..................................................................................................................................12
Conclusion.....................................................................................................................................12
Bibliography..................................................................................................................................13

VIRGIN AUSTRALIA 2
Introduction
The research report is prepared on the title ‘Organizational Change Management’. It is a
framework structured around the changing needs and capabilities of an organization. Change
management is an essential tool that assists in understanding and supporting the change and its
effect on the organization and its human resource (Hayes, 2018). It is examined that ‘Virgin
Australia’ is one of the companies that has adopted a major change in the organization structure
and thus provides a fine example of change management’ (CAPA , 2012). The report includes
the key future success factors of Virgin Australia. It provides an insight into the current
positioning of these upcoming success factors. Additionally, it also comprises of the strategies
needed in respect to meeting these success factors. Lastly, it provides detailed information on the
steps needed in respect of fulfilling each strategy. The key purpose of the report is to pour light
on the aspect of organizational change management. Additionally, it provides an opportunity to
enhance the managerial knowledge by practically applying the gained knowledge on a real-life
company.
Company overview
‘Virgin Australia’ is one of the recognized companies founded in the year 2000 (Virgin, 2019).
It is one of the largest airlines based in Australia. It carries around 23 million passengers each
year (Travel Associates , 2019). It provides the traveling service to 40 domestic destinations
and to 450 destinations in the global world (Virgin, 2019). It provides low-cost fares as well as
high-class features in the airline service. In the year 2017, it was awarded as best Australian
airline and is ranked 13 in the list of world’s best airlines (Yip , 2017). Its major competitors are
Qantas and United Airlines and Jetstar. It has annual revenue of $3.8B. Thus, it is considered as
one of the growing company in the Australian market (Owler , 2019).
Future success factors
Following are the key elements that will assist Virgin Australia in growth, maintaining market
position and adding value to the organization.
1. Customer satisfaction

VIRGIN AUSTRALIA 3
2. Reputation/Brand image
3. Organizational structure
4. Marketing and branding
5. Organizational culture
6. Technology
7. Planning and forecasting
8. Outsourcing (Riwo-Abudho, 2013)
Evaluation
Customer Satisfaction: It is assessed that customer satisfaction forms the basis of future success
for an organization. Virgin Australia is directly dealing with its customers as it provides travel
services in the global world. It will help the company in enhancing the brand image (Hennig-
Thurau, 2013). Receiving satisfied customers would lead to higher profits and it would enable
the company to offer its airline services in other countries as well. Thus, it is considered as a key
for Virgin Australia’s future growth.
Example: ‘US Airways’ has experienced a heavy loss because its high ticket price is not
matching with the customer service leading to unsatisfied customers in the international market
(Nisen , 2013). Thus, it suggests the significance of customer satisfaction in the business
process.
Reputation/Brand image: It requires a long time to build a reputation and attractive brand
image among the customers. Developing a positive brand image will have a high impact on the
minds of the people. This is because a major proportion of decision in respect of product and
services is based on the company’s brand image. Virgin Australia should lay prior attention in
protecting the customer’s interest (Severi, 2013). It has several benefits:
 Building a customer’s trust
 Enables price premium
 Easy availability of new customers
Example: According to Yi Zhang, 2015, it is stated that the brand image itself plays a crucial role
in the marketing activities of the company. It is also one of the factors responsible for the
performance of the company in the market. It is stated that a company with a strong brand image