Analysis of Change Management Strategies: British Airways and EasyJet

Desklib provides past papers and solved assignments for students. This project analyzes change management in British Airways and EasyJet.

Understanding and Leading Change
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Table of Contents
Introduction................................................................................................................. 3
LO1............................................................................................................................. 4
LO2............................................................................................................................. 6
LO3............................................................................................................................. 9
LO4........................................................................................................................... 12
Conclusion................................................................................................................ 14
Reference List...........................................................................................................15
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Introduction
Changes are something that happens in business that cannot be avoided,
furthermore, it is important to find ways to tackle the changes. The ways of managing
the organizational changes is termed as methodical approach, which aims for the
upgrading of the technologies for an established institution. Many organizations
undertake change management, which helps the employees to understand the
importance of change. Strategies are implemented in a planned process, which
include tools, which helps in the smooth running of the organization. Huge level of
cooperation have to be maintained throughout the process when the changes are
incorporated, which also shows that the change management is effective. An
effective change management is an important factor, which helps in the development
of the company.
This project highlights the various impacts and aspects of change management
including the tools that initiate the change process. The project is based on two
business organizations, i.e., British airways and Easy Jet.
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LO1
P1. Compare different organisational examples where there has been an
impact of change on an organisation’s strategy and operations.
Due to the influence of the internal and external factors, organizations face changes.
To survive in the competitive industry, transformation and changes have become an
important factor, which helps to sustain in the market. In order to deal with the
changes, different theories and tools have to be implemented. The theoretical
framework of change management includes four major issues, which are tools of
transformation, role of the company, transformation, and implementation (Slack and
Brandon-Jones, 2018). The changes affect the operation of the business, which
have a good impact or a bad impact in the business. The various drivers of change
are:
 Sustainability
 Carbon footprint
 Globalization
 Technological transformations
 Financial management
 Morale of employee
 Knowledge management
Both the companies the Easyjet and British Airways belong to the airline industry,
whose main motive is providing the passengers with excellent service, by preserving
safety measurements and environment friendly services. However, the measures
taken by both the companies differ from each other. British Airways made some
structural changes while Easyjet redesigned their profile.
Due to globalization, many changes took place and the companies are focusing on
the ways of maintaining sustainability. The chairperson of British Airways felt that the
framework of the company should be changed to survive in the market. The working
of the organization also faced changes. The geographical based structure changed
to business based framework (Britishairways.com., 2018).To survives the market,
few senior positions were abandoned and the control system was upgraded. These
changes were necessary to keep the no.1 position in the aviation industry in United
Kingdom. British airways understood that it was necessary to value their
shareholders, which resulted in the reduction of cost of operation in the headquarters
and increase in coordination.
On the other hand, Easyjet accompanied with the changes much later. Carolyn
McCall implemented the tools of change and the company upgraded their system to
compete with the others in the market. McCall decreased the workforce of the
company by half and merged itself with other domestic companies. These changes
helped the company to increase its share market and earn a huge amount of profit.
The changes made to lower the flight fares both national and international helped in
reducing the expenditure along with the workforce (Easyjet.com., 2018). The
company developed reports regularly publishing the CSR method adopted by them.
It also improved their engines and switched to environment friendly approach.
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Assess the different drivers for change in each of the given examples and the
types of organisational change they have affected
The main tool of change for both British Airways and Easyjet was Sustainability. Both
the companies had doubt about surviving and holding the position in the competitive
market. It was necessary for both the companies to bring in sustainability. The
companies adopted strategies to cope up with the changes and rise in the market.
Under the leadership of Alex Cruz, British Airways chose to change their framework
while Easyjet redesigned their profile by giving prior attention to sustainability, under
the management of Carolyn McCall. This gave an advantage to the company
compared to the other airlines present in the United Kingdom. The tools
implemented for the change helped them running the business smoothly.
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LO2
P2. Evaluate the ways in which internal and external drivers of change affect
leadership, team and individual behaviours within an organisation.
The internal and external tools of change affect the conduct of the teams,
employees, managers and leaders in running the organization. The organizations
Easyjet and British Airways are related with the airline industry and both of them
faced almost same or a little different changes in their working. The PEST and
SWOT analysis will be applied for analyzing the company. The analysis and
evaluation of the internal and external factors will also take place (Bradley, 2016).
The companies formulate their strategies according to these factors, which results in
smooth running of the business.
Internal drivers of change:
 Resources: The working of every organization differ from each other, the
bases of the organizations are different. The organizations Easyjet and British
Airways are service providing airline company. The employees of the
company should be well aware of the various services that are preferable by
the passengers, the knowledge about the passengers choices helps them to
perform better. This will enhance the positivity among the passengers and
they will give good feedback about the airline. In addition, the employees of
the company should also be aware of the market as well for aligning
themselves accordingly.
 Culture: Workforce and the operational practices, which take place in the
organization, determine the culture of the organization. An organized
workplace and healthy environment, results in good productivity of the
employees. On the contrary, an unhealthy environment decreases employee’s
productivity in the company. Therefore, British Airways and Easyjet should
always maintain a healthy workplace so that they can serve their customers
smoothly without any disturbance. A productive work culture reflects a good
leadership quality.
 Capability: The capabilities of the company are measured by their
performance in the market. The company has to face challenges and execute
ways to cope up with the problems. The leaders of British Airways and
Easyjet should always keep their employees motivated so that they can
complete the specified task on time. In order to provide the leader with proper
task there should be a healthy work environment. By doing so, the company
image will also shine in the market (Burke, 2017).
External drivers of change:
 Globalization: The most important external factor of change is Globalization,
which effected almost every organization in the world. Due to globalization,
most of the organizations in all sectors have made changes in their framework
and redesigned their profile. In order to cater to the needs of the customers of
different taste and culture, both British Airways and Easyjet have implemented
strategies (Benn, et al., 2018). The training given to the employees is such to
meet the global standards.
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 Technological innovations: After globalization, the second most important
external factor of change is technological innovation, which has affected the
operation process within the organization. Along with other airline companies,
British airways and Easyjet have also upgraded their technologies to meet the
needs of the market. It today’s world it is important to technologically upgrade
the framework of the company to face the competition in the market.
 Competition in the market: Competition is such an external factor of
change, which is present in every sector and industry in the world. The
companies have to take an active part in the competition to flourish in the
market. The leaders of British Airways and Easyjet should formulate their
strategies in such a way so that they cope up with the challenges smoothly,
so that they can face the competition and flourish their name in the market
(Starkie, D, 2016). They should also look after the proper implementation of
the strategies, which in return helps in reduction of the effects caused by
executing the strategies.
P3 Evaluate measures that can be taken to minimize negative impacts of
change on organizational behavior.
Proper execution of the changes in the organization is very important. Improper
execution of the changes in the organization results in a tragic effect. On executing
the changes, negative effects crop up in the workplace. Therefore, to reduce the
negative effects of the changes, various measures should be adopted (Doppelt,
2017). Meanwhile the strategies should be implemented in such a way that the
effects of the changes are reduced. The measures are as follows:
 Communication: It is necessary for the management to discuss with the
employees of the organization, about the changes and the measures
implemented to cope up with the changes. If the changes and measures are
not discussed properly with the employees then it will lead to misconduct of
the working (Bennett, et al., 2017). Various surveys are conducted among the
employees of British Airways and Easyjet to discuss about the plans
implemented by the company. The feedback of the employees helps the
leaders and the trainers in understanding the effect of implementing a strategy
in the organization.
 Step-wise Implementation: Organizational changes should be implemented
in an organization through several consecutive steps. This process is of
implementation is important. It needs appropriate planning done previously.
The current organizational situation should be properly investigated before
designing and implementing desirable changes in a careful manner. The
thorough process will attain more involvement, attention and allowance from
all the employees in terms of new incorporated changes. The inclusion of
resistant management within the organizational operations would be helpful in
this process (Chumg et al., 2016).
 Employee Engagement: During facilitation of change management, the
organization should aim to achieve enhanced involvement of the employees.
The chosen organization, Easy jet and British Airways should consider the
notions and thoughts coming from the employees while adding and
implementing organizational changes. The changes in their work portfolio
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should also be explained to them in an understandable manner. The
responsibilities as well as roles played by the employees face major changes,
alterations and improvement during organizational changes (Kitchin, 2017).
Apply appropriate theories and models to critically evaluate organizational
response to a change.
The organisational changes can be implemented through a better process if the help
from practices as well as knowledge of several behavioural theories can be sought.
Many theorists have agreed to the fact that these behavioural sciences explain the
process by which changes can be implemented for operating organisational activities
in a successful manner. The changes will guide the organisation in achieving a
futuristic vision that led to attainment of better financial outcome, more employee
involvement and interest as well as satisfaction from customers. Better changes will
be implemented with the help of adaptation of innovative strategies as well as
engagement from efficient and capable employees. All the elements will lead the
organisational operations in achieving desired objectives and goals.
According to Burke (2017), gradual process and planning of implementing changes
can be more helpful for the organisation rather than direct implementation. The
bigger or more intense the changes are, the better the planning and the slower the
process is needed. The process of organisational changes has great affect in the
total operations of the organisational system. The changes will take the organisation
through a process of renovation and give it a new point of view in the current market
scenario. The leadership strategies and styles adopted by the organisation
previously will also improve along with this process.
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LO3
P4. Explain different barriers for change and determine how they influence
leadership decision-making in a given organisational context.
Change management can be efficiently operated and controlled by managers as well
as leaders. Their involvement is necessary for the handling of the process. The
managers and leaders are responsible in taking proper and helpful decisions for the
organisation. The decision making process of these managerial leaders can be
affectively assisted by two models that will guide them in making impactful decisions.
The models are Organisational Culture Model and Force Field Analysis model.
The first model discusses the behaviours a well as values that govern the
organisational culture (Rahimi, 2017). The second model is about the elements,
which are responsible for bringing organisational changes as well as resisting the
occurred changes within an organization (Amjad and Rehman, 2018.).
The British Airways will face some barriers if they implement the model mentioned
above. The experienced and encountered barriers are:
 Cultural Barriers: In this hindrance, the company face different insecurities.
The company may lose the power over the employee given a changed
responsibility. The employees will have to adhere to the new roles and habits
assigned to them and will need to get rid of the old ones. There should be
right amount of inner motivation within an employee to drive his desires in
performing new tasks efficiently with interest (Bustinza et al., 2017).
 Technical Barriers: This kind of barriers includes the lack of technical
knowledge in employees. The employees have less knowledge of
technological developments and cannot handle them properly. In this
situation, the workings of the company will face problems whenever
incorporating and working with informational technologies.
 Managerial Barriers: This means the managers are improver in giving priority
to necessary decisions and tasks, in articulating tasks and their possible and
current outcomes, in holding sufficient concentration. The hindrances also
include not having enough resources and possessing wrong notions about
aims of the organisation. The managers also need to give more time to
perform their duties properly and gain enough knowledge (Domingues et al.,
2017).
 Competency Barriers: This barrier is faced when the employees are not
competent enough to perform diverse organisational tasks. That means they
do not have sufficient comprehension as well as skills to handle tasks that are
expected from them. This leads to technical barriers as well.
These various barriers, discussed above, affect both the models that are
organisational cultural model and force field analysis model. In the force field
analysis model, there are both influential as well as resistant forces operating within.
This model can be related to managerial barriers regarding their insufficient
competency. The de-motivational forces of the employees can be identified and
eliminated with the proper application of organisational cultural model in terms of
performance (Lozano et al., 2015).
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Use force field analysis to analyze the driving and resisting forces and show
how they influence decision-making
Various organisational circumstances are meant to be administered by such a force
that establishes equilibrium. This is the main thing that governs the workings of force
field analysis model. This force factor of equilibrium ignites the organisational
changes as well as restricts the anticipated changes. British Airways incorporates
changes and includes alterations that needs to be done in any given moment within
the organisational functions and procedures and restricts their bad effects that can
be harmful for the environmental process. The discussed organisations are both
belong to aviation industry. Therefore, any type export, import, and transitions are
able to cause environmental pollutions. For this reason, the organizations should
restrict their operations in such way that will create the least possible number of
polluting elements. They need to implement useful steps for this purpose. A number
of steps are given below that will help the British Airways in implementing the
analysis of Force Field Model in a successful manner (McDavid et al., 2018).
Plan Description: The described plan will propose diverse measures that caters to
environmental wellbeing
Forces, which help in occurrence of changes,:
 These kinds of forces will be beneficial for the company, as it will create a
better environment for the social communities as well as helpful work
environment for employees of the organisation.
 The forces will lead in increasing the image as well as value of the particular
brands. The brand will also be able to create beneficially a huge amount of
goodwill.
Forces, which give resistance to the occurrence of changes:
 The organisation will require skilful employees who possess the latest
knowledge about technological developments. They can help the organisation
in achieving desired gaols with the proper implementation of measures that
will cater to environmental benefits. This process will result in increasing cost
while handling operational activities.
Score Determination: According to this analysis, the forces that are helpful in the
occurrence of changes are higher in number than the ones, that hinders that
occurrence of changes.
Analysis and Application: The beneficial side of the measurements that cater to
better environment will help the organisation in achieving goals in terms of long run.
The measurements will make the organisational operations sustainable. It will create
and keep a good recognition of the organisation in the market scenario and give
them advantage among the competitors. The natural resources of the world will not
be harmed and will be out of pressure. The purpose of the organisational functions
can be achieved with the proper implementation of analytical models if the managers
are well informed about the plans after attending frequent meetings. They will need
to allocate the budgets properly in order to execute the plans and programmes in
future according to financial resource requirements.
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The driving as well as resisting forces both affect influentially the decision making
process of organisations in terms of management change.
Critically evaluate the use of force field analysis in the context of meeting
organizational objectives
The aims that British Airways propose are following:
 They create reports regarding their functions and involvement in aviation
industry every year.
 They keep a track of and investigate about the fares set in other airline
organisations in terms of domestic as well as international market.
 They screen their developments achieved in international as well as local
market. In this way, they are able to show and investigate the pricing changes
in plane fare.
Forces, which help in occurrence of changes:
 Support in analysis of competitions
 Identification of procedures as well as methods implemented in other
organisations
 The organisation will understand the available resources in environment at
present.
 The organisation can achieve customer satisfaction ads well gain more
customers by setting appropriate pricing to their services.
 The organisation can comprehend better about its current market position.
Forces, which give resistance to the occurrence of changes:
 Higher pricing
 Takes more time
 The employees should be skilful and experienced in order to grasp the
changes that the aviation industry is going through currently.
Score Determination: The number of resisting factors is three but the driving factors
are higher in number counting five.
Analysis and Application: The procedure takes a lot of as it includes gathering
information continuously about current scenario of aviation industry in terms of local
as well as international market. The process desires creation of report every year
regarding the review process of trends. The employees will ensure the proper and
successful implementation of planning and procedures in order to achieve
organisational purpose. The organisation needs to maintain the secrecy of the
annual reports with the help of skilful employees and examination done by them.
Strengths
 Leads the organisation as well as employees in talking better decisions
 All the aspects including negative as well as positive are being investigated.
 Various perspectives are taken into consideration while exploring the issue
Weakness
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 Only skilful and knowledgeable employees can perform the operations
internally and externally.
LO4
P5. Apply different leadership approaches to dealing with change in a range of
organisational contexts.
Leaders use and apply different approaches regarding leadership styles in terms of
gaining motivated employees and guiding them through every organisational
operations. Leaders choose the approaches of leadership styles keeping in mind the
required goals and kinds of employees. Easy Jet and British Airways can use and
apply following approaches regarding leadership styles:
 Autocratic leadership: In the times when leaders of these airline
organizations are supposed to take any critical and complex decisions, they
can apply this leadership style. This style does not let the leaders take the
opinions and consider the preferences of the employees and juniors while
making any crucial decisions. They take decisions on their own. Their
decisions are considered as final decision for the organisational operations
(De Hoogh et al., 2015).
 Democratic leadership: If the mentioned organizations are supposed to
create cordial relationships, this leadership style can be applied affectively.
This style is opposed to the previous style as it let the leaders consider the
opinions and points of view of the junior employees. Altogether, they take
decisions for benefit of the organization (Iqbal et al., 2015).
 Transformational leadership: The leaders can apply this leadership style
while implementing or introducing innovative changes and alterations. This
style helps the leaders to motivate and guide the employees as well as team
of workers and lead the organization in successful achievement of its
objectives.
 Situational leadership: This style of leadership is proven to be the most
affective style as the leaders change and modify their ways of leading the
employees according to the demand of the situation. The leaders can help the
organization in achieving desired goals in every given and occurred situation.
The changes, their nature and their implementation process are needed to be
examined and analyzed critically by the leaders of these mentioned organization
before choosing the leadership style. the leaders should have the comprehension
that various styles of leadership can result in different outcomes. For instance, while
taking minor decisions and implementing the changes, the style can be democratic
and in the time of implementing major decisions, the style should be autocratic.
Evaluate the extent to which leadership approaches can deliver change
effectively applying appropriate models and frameworks
Proper evaluation can be done regarding effectiveness achieved by leadership style
while implementing organizational changes.
Transformational Leadership Approach
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