Strategic Change Management Report: Analysis of Emirates Airlines

This report delves into the realm of strategic change management, offering a comprehensive overview of various models and their practical applications within organizations. It begins by introducing the concept of strategic change management and its importance, followed by an examination of different models, including the McKinsey 7's model, and their relevance in the current economic landscape. The report then explores the values of strategic intervention techniques, emphasizing the need for change in organizations and the factors driving it. It also addresses the resource implications of failing to respond to strategic change and provides insights into developing systems for stakeholder involvement, formulating change management strategies, and managing resistance to change. Using Emirates Airlines as a case study, the report discusses the selection of appropriate change models, implementation plans, and progress monitoring measures, offering a practical guide to effective change management. The report emphasizes the importance of adapting strategies to meet the evolving demands of the business environment. Finally, the report concludes by highlighting the significance of strategic change management in achieving organizational goals.

STRATEGIC CHNAGE
MANAGEMENT

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK 1............................................................................................................................................4
1.1 Models of strategic change management..............................................................................4
1.2 Relevance of model of strategic change in current economy................................................5
1.3 Values of using strategic intervention technique in organisation.........................................6
TASK 2............................................................................................................................................6
2.1 Need for change in an organisation.......................................................................................6
2.2 Factors that are deriving the needs for strategic change.......................................................7
2.3 Resource implication of organisation not responding to strategic change............................7
TASK 3............................................................................................................................................8
3.1 Develop system to involve stakeholders in plan...................................................................8
3.2 Formulate a change management strategy with stakeholders...............................................9
3.3 System used to involve stakeholders in planning.................................................................9
3.4 Strategy for managing resistance to change........................................................................10
TASK 4..........................................................................................................................................10
4.1 Appropriate model for change............................................................................................10
4.2 Plan to implement model for change..................................................................................11
4.3 Appropriate measure to monitor progress...........................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Strategy formulation is an essential part of any management through which firm can
attain all of their targets in an effective manner. This term is helpful for each and every
corporations who lead to work at small or large level (Anderson and Anderson, 2010). Thus,
decision makers have to change their strategies according to requirement of time. Strategic
change management simplifies that a company have to responsibly and carefully make changes
at workplace. The main focus of this assignment is about strategic change management which
includes various model and how they help in an economy. Moreover in an entity there are
several number of issues are also recognised which lead to face by management while changing
their strategies. Also, decision makers have to include their stakeholders while formulating any
plan which is related with change at workplace. For overcoming from these variances various
number of approaches are used. This present is based on Emirate which is one of a most famous
airline company can provide quality services to their users. Change in their strategy is
completely based on their work and their number of competitors.
TASK 1
1.1 Models of strategic change management
Models of strategic change helps in making an organisation more aggressive towards
attaining a specific goals. Change can be easily influence any business entity and these changes
are result of external environment (Barron, Chulkov and Waddell, 2011). There are various
number of models are used by many firms while they are dealing with any strategic change
situation. Such number of models are as follow:
1. Lewis 3 stage model
2. 7's model of McKinsey
3. Kotter 8 step model
4. Chin & Benne's effecting change in human system
Apart from these famous approaches, there are several more number of techniques which
can used by an organisation while they are dealing with any sort of strategic change. Out of these
models one of an approach which is use most is McKinsey 7' s model:

1. Strategy:It is a plan devise to maintain and grab all opportunities of market and take
advantage of competitive market over competition. This have to apply by organisation in
make their survival easy and appropriate (Brown and Harvey, 2011).
2. Structure: In this context, it state the structure in which the manner of working is
specified that a firm is using formal framework or informal structure.
3. System: The work which get done by employees or workers on regular basis.
4. Shared values:All goals and targets which set by management at their initial stage. In this
process all employees as well as management are taken into account.
5. Style:The style which adopted by leaders or managers to get positive outcome.
6. Staff:In this context, all skills and capabilities of staff get identified on which all projects
get executed.
7. Skills: Actual skills or manner of working by employees through which work get divided
according to their nature.
All these things have to be done by Emirates management. By adopting this technique
they can change their strategies according to time and its requirement. Along with that they lead
to understand with the change that what sort of pattern they lead to adopt in making their work
effective and all targets get achieved in a proper manner (Cabrey and Haughey, 2014).
1.2 Relevance of model of strategic change in current economy
As per the current economic context which are not static in nature. Hence, firms have to
get aware about them and formulate their plans according to requirement and change which is
taking place and affect any firm and their operation very badly. Authority have to take
appropriate decisions which are related with changes which are taking place in a country
consider as economic change. Emirates managers have to look upon economic condition and try
to provide quality services to their users. As per McKinsey model of change which is based on
7's completely use by cited firm to try to avoid any change conditions which are not acceptable
for them. This model can support firm in manage their working in change strategic condition of
economy.
Cited entity have to revise their plan by formulate such strategies which are in accordance
to their current need of economy. Also they have to change their structure and working style and
their staff members also by fulfil the needs and demand. Along with that management have to
appoint such employees which have many new skills of working and be capable to deal with any

issue. Moreover leaders of Emirates have to use situational style, in which leaders change
themselves according to their employees (Daley, 2012).
1.3 Values of using strategic intervention technique in organisation
The goal of strategic intervention is to deal with change situation with shared knowledge
and create opportunities to learning style for resolving all such situations which are not in favour
with assistance of human capital or employees. For an organisation it is necessary for them to
drive out them in an effective manner so that all targets get attain in a systematic manner. With
this process an organisation become able to find out their own core strength which facilitate them
in performing well at keen competitive world.
As by in any change situation, management have to consult some consultant through
which they can work can identify the ways which do not need so much pressure to work. If there
is any kind of internal change took place, then consultant can provide appropriate suggestion for
that where as on the other hand external change take lots of time for become normal.
According to cited firm, they have to plan their work according to change in which
various number of methods can utilise by them (David, 2011).
1. Appoint or formulate such groups which can take decision in absence of superiors.
2. Develop a team which help in overcoming from such changed situations.
Hence, management have to look over on change and revise their strategies according to
need and requirement of time.
TASK 2
2.1 Need for change in an organisation
Change is an essential element which a firm have to follow for making all operations
effective. This is must because nothing is stable ion nature and get vary according to time. Thus,
these changes are result of time and come with new course of time. If an entity will lead to
continue work in old environment and do not change themselves according to new world then
they have to suffer heavy loss for that. Thus, this might create barrier in success and survival of a
firm.
Hence, company have to use various number of techniques which help them in analyse
variance situation. For external change, management can use PEST analysis on the other hand
for identifying internal modification SWOT get done.

Emirates have to altered their work according to need of demand. If they will not do so
and adopt new technology of working they might have to suffer heavy loss. Along with that their
strategies also have to get reformulate according to need of time. Such element and modification
is must for them in make their survival easy at global level (Goetsch and Davis, 2014).
2.2 Factors that are deriving the needs for strategic change
Need for change in an organisation is compulsory because with the help of these
variations , company can generate more profit as well as might lead to suffer from loss also. In
this context, every country have different manner of working in which there government and
economical condition lead and play an important role. Moreover sometimes company do not
have adequate amount for fund for executing all task in an effective manner. Some major
external factors which derive the changes in strategies are as follow:
1. Political: If an organisation do not follow all the rules and guidelines which formulate by
government in a systematic manner or if authority change their policies then cited firm
have to change their working patter also. This is a major reason behind change in an
organisation strategy.
2. Technological: Also, if technologies get changed rapidly it also leads to reformulate plan.
Because firms have to use new technology for them,
3. Financial: Also, if cited firm will lead to suffer uncertain loss and their financial position
get suffer then they have to change their strategy for investment.
These are some elements which derive and force an organisation to change their plans.
Emirates have to consider and analyse all political factors of such country where their flights and
services are provided to target users as well as also have to get aware about all new technologies
which are related with their business concern (Hayes, 2014).
2.3 Resource implication of organisation not responding to strategic change
Managers and leaders of an organisation are capable to deal with any situation or issues
which are taking place in a company. They play a major role at workplace because with their
assistance, effective strategies and plans get formulate through which effective outcome can get
generate. Management have to use all resources in an effective manner through which
organisation can easily respond to all strategic change. One of a major department who enable a
company to deal with any situation is HR (Haynes and Hillman, 2010).

Human resource: The most important work or division of a business world is human
resource. Without their support none of target get achieve in an appropriate manner. Manager
have to recruit only such employees which have a capability to deal with any issue. If cited firm
do not lead to use appropriate strategy according to demand of time also, if their work do not get
done in a systematic manner, it also leads to influence business negatively.
Financial resources: Also, decision makers have to use their money for investment for
long run through which they can generate more and more return. As company have to revise
their investment policy according to need of time. If they failed in reformulate them then it leads
to affect their business adversely.
TASK 3
3.1 Develop system to involve stakeholders in plan
Stakeholders are essential part of an organisation which provide facility in operating all
operations in an effective manner. If an organisation lead to change their working pattern, then
this might affect their stakeholders also. Sometimes, these stakeholders are the reason behind
change. There are two major stakeholders for any company: internal and external (Johnson and
et. al., 2013).
In management want to change anything in firm, then they first have to take opinion of
their stakeholders with help of presentations, seminars, coaching, meetings etc. Along with that
they also have to use six steps stakeholders circle which is an analysis.
1. Identify stakeholders: Company have to identify their stakeholders first through which
their working become effective in nature. There are several number of stakeholders of an
organisation which are government, customers etc.
2. Prioritise stakeholders: After analyse them, management have to set them according to
priority. Like for example, firm have to keep more focus on their employees on the place
of external stakeholders.
3. When all things get done, company have to conduct a notice to each and every
stakeholders and inform about a meeting which get held for change.
This system is appropriate for them in involving all stakeholders in a plan which is
completely based for change. Emirates have to inform about their strategy change plan to their
investors on large scale which facilitate them in gain their faith (Kash and et. al., 2014).

3.2 Formulate a change management strategy with stakeholders
Change is a common strategy which a company have to consider before executing any of
their plan. They first identify the variances in an environment and then formulate a plan
according to that. Hence, organisations have to adopt these changes to survive in market
otherwise they will thrive out within few seconds (Quigley and Hambrick, 2012). Hence, it is a
duty of a management to inform about that change to all of their stakeholders and involve them
so that an effective decision an be taken out. For this context, Emirates have to use appropriate
approach for their stakeholders. In this perspective, company is using Lewis change management
strategy which signifies that:
Unfreeze – Change – Refreeze
Unfreeze: This first stage simplifies that changes are necessary for a company to make
their survival easy and appropriate. Emirates have to use this strategy through which they can
change their working pattern according to requirement.
Change: This stage includes the number of outcome which help in resolve issues and fit
new things for getting and accomplishing task. Emirate can use this approach in making them
according to need (Sonenshein, 2010).
Refreeze: When all changes get accepted, company become able to done and execute all
projects as they requirement.
3.3 System used to involve stakeholders in planning
There are various number of system methods can use by a company in involve their
stakeholders in change planning process. For that company have to identify their only such
number of members which really help them in accepting this situation in an effective manner.
This lead to provide smoothness in working and all task get done in a proper manner. Flying
Emirates currently using meeting and presentation technique to interact with their stakeholders.
This procedure is helpful for them in getting more and more views of such personalities.
Also, they can gather their ideas to responds to these variances so that whole projects get
done. This help them in drawing out an appropriate idea through which adopting a perfect thing
for organisation become easy.
Moreover sometimes some groups and individual resist to adopt changes which framed
by management. Thus, this factor might mover backward an organisation which lead to resist
their working. Like, Emirate was follow informal system of working now their policies lead to

revise and they adopt formal system of working. This might resist by group of individual of an
organisation (Thompson and Martin, 2010).
3.4 Strategy for managing resistance to change
It is a nature of human being that whenever they try to change themselves some forces
resist them to adopt such changes. Hence, whenever an organisation talk about change,
stakeholders always try to resist them and it become hard for a firm to convince them for
accepting such changes. Emirate have to use certain number of strategies through which they can
manage resistance to change which are as follow:
1. Education: Provide proper training about changes which are taking place to all employees
so that they can accept it in minimum time period. This help them in improving their
skills and they become able to deal with any situation which is not favourable for a
company. Thus this aid them in improving services which are provided by cited
company.
2. Communication: Provide all positive and negative aspects of that change to external as
well as internal stakeholders. This is one of an essential factor through which company
can gather effective outcomes from dealing with such inappropriate results.
3. Participation: If all employees of an entity will lead to participate to deal with such
circumstances and contribute their most then this support a company to deal with such
resistance which influence any business activity (Von Krogh, 2012).
TASK 4
4.1 Appropriate model for change
Once all changes get done, management have to use appropriate strategy of change
through which they can attain all of their targets in an effective manner as well as resistance of
change get neglected. In this context, there are various number of models are described by a
company which assist them in accomplishing their task and projects. Emirate have to use either
one of a strategy through which they can overcome from any change situation. The best method
is Lewis change model. In this model there are three major stages which use by Emirate:
Unfreeze:Company have to find out areas in which changes really get occur. This lead to take
them effective decisions which are related with that issue so that all work get managed according
to that.

Transition: On this stage company recruit such employees which are able to deal with such
situation and send their existing staff members to abroad or other places to improvise their skills.
Refreeze: As per this statement, company adopt all changes and implement such things into
business so that task get attain in an effective manner (Zhang and Rajagopalan, 2010).
4.2 Plan to implement model for change
Plan is necessary element for implementing any new strategy into market. Once all
policies and schemes of working get changed, it become necessary for management to revise
their planning process through which efficiency for task increases. Emirate want to diversify
their business at global level and for this context they require large number of talented and skill
workers or employees who aid them in working and operating their task in an effective manner.
For this context, cited firm have to prepare a plan through which they can achieve success in an
appropriate manner which is as follow:
1. Workshops
2. Expert channel
3. Training
4. Coaching
5. Reward system
6. Recruitment of more trained employees
4.3 Appropriate measure to monitor progress
Changes affect every business context and thus productivity and profitability of an
organisation get influence. After change get done monitoring of task is compulsory because with
proper keep eyes on task help management to take effective decision on all deviations which
arrives after change. By monitoring all task support management to attain their goals on time and
in an effective manner. Appropriate measure are consider to be in terms of participants progress,
trained employees ability to deal with various situations etc.
There are many ways in which cited firm monitored their strategic change in
management. As they are conducting training session for new and existing employees which will
improve their skills and knowledge. Through this, they are making contribution in achieving
business targets. It is also responsibility of manager to conduct activities in which they can
motivate employees as well as give them rewards on the basis of their performance.

CONCLUSION
It is concluded from above mention report that business environment is not stable in
nature and get changed at any time. For this purpose, decision makers have to use various
number of models and techniques which assist them in manage all projects in an effective
manner. Moreover no one accept such changes frequently and resist to adopt them. By providing
them proper training it become easy for them to accept such variances and targets get achieve in
an effective manner.