Deliveroo: Change Management, Leadership and Strategic Analysis

This report provides an analysis of change management and leadership within the context of Deliveroo, a food delivery service company. It begins with an overview of the company and employs PEST and SWOT analyses to identify drivers of change, particularly those stemming from the COVID-19 pandemic and Brexit. The report evaluates the impact of these changes on Deliveroo's organizational strategy, operations, leadership, and individual and team behavior. It examines how the company minimized the negative impacts of change through efficient leadership and safety precautions. Furthermore, the report assesses the long-term implications of these changes, recommending continuous improvement in service quality to maintain market share. It also applies force field analysis to determine support and opposition to change, explores barriers to change, and evaluates the effectiveness of different leadership approaches. The report concludes by emphasizing the importance of effective planning and change management in minimizing the adverse effects of change.

Understanding &
Leading Change

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
PART 1 (Drivers of Change and Organizational Impact)...............................................................4
1. Overview of company........................................................................................................4
2. A PEST/SWOT analysis to be undertaken to identify drivers of change...........................5
3. An evaluation of the drivers and impacts of change and how they have affected
organisational strategy. Comparing the impacts of change and the effect they have had upon
the organisation’s strategy and operations.............................................................................7
4. Evaluation of how change will have affected leadership, individuals and team behaviour.8
5. An evaluation of how the impact of change was minimised and the application of
appropriate models applied to plan for and process change efficiently.................................9
6. Critical evaluation of the long-term implications of change to inform conclusions and
recommendations for minimising affects of change through effective planning and managing
change, including change impact analysis to identify potential risks of change....................9
Leadership and Change Management (PART 2)...........................................................................10
1. Application of force field analysis to determine opposition and support for change.......10
2. Use of force field analysis to make valid recommendations for meeting the organisation’s
objectives..............................................................................................................................11
3. An explanation of the different barriers to change and how they influenced decision making
and leadership.......................................................................................................................11
4. How was change accomplished and how successful was it?...........................................12
5. Advantages and disadvantages of different leadership approaches to dealing with change,
illustrated by application to a range of examples.................................................................13
6. Critical evaluation of different leadership approaches and models of change management
..............................................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Business environment is dynamic nature which facilitates in consistent changes in
organisations and companies operating in business environment. For instance, these changes are
driven through various factors and aspects affecting operations and activities in a business
environment. Moreover, business organisations need to cope up with these changes in order to
facilitate smooth flow of working in existing dynamic business environment. Deliveroo has been
taken into account in order to complete this report assessment. In addition to that, respective
organisation is engaged in providing food delivery services with a wide presence of company all
around United Kingdom (Baydoun and Hillman, 2018). This report assessment will be
comprised of information and knowledge upon major changes observed in receptive organisation
in recent times. Furthermore, it will be including measures in order to minimise negative impact
of these changes to ensure efficiency and productivity in workplace.
MAIN BODY
PART 1 (Drivers of Change and Organizational Impact)
1. Overview of company
The respective organisation is engaged in carrying out business operation and activities in
order to provide services of food delivery in United Kingdom. For instance, it has been
considered as leading company engaged in serving customers with facility of Food delivery
services from their desired restaurants or cafes. In order to carry out business operations in an
efficient manner, respective company considers implementation of various new strategies and
techniques to cope up with changes. Moreover, the pandemic phase of COVID-19 has been
resulted in major changes in business environment. Referring to respective organisation, various
measures has been taken into consideration including change in method of payment, contact-free
delivery, higher concern for maintaining hygiene, etc. Furthermore, Deliveroo has been
consistently initiating additional efforts to regulate business activities with consideration of
changes into working practices of company (Edmonstone, 2021). Therefore, changes have been
observed for both including business organisation as well as consumer behaviour in decision-
making for purchasing a product or service.

2. A PEST/SWOT analysis to be undertaken to identify drivers of change.
SWOT
Strengths
 Efficient Brand: The respective
organisation is regulating and
conducting business activities with
strong idea and approach of business in
order to achieve organisational goals
and objectives. Furthermore, it has been
considered as major strength of
respective company being engaged in
food delivery services.
 Strong market network: The
company has tie-up of delivery partner
with enormous number of restaurants
and cafes. For instance, this strong
market network is determined as major
strength of respective company in
coping up with changes in market as
well as legal implications upon the
same.
Weaknesses
 Continuous losses: The respective is
observed to record a loss with every
additional order it serves to their
customers. For instance, it results in
inability of company in attracting
investors and partners for further
expansion with raising sufficient
amount of funds.
 Inefficient operations: The respective
organisation is reported to have a
record of late deliveries which results
in development of inefficient image of
brand among customers in market.
Moreover, other issues related to
operations includes cold food, inability
in finding location, incompetent
drivers, etc.
Opportunities
 Growing market share of Food
delivery market: The growing market
share of companies engaged in food
delivery services facilitates in being a
major opportunity for deliveroo to cope
up with changes with efficient
strategies in order to ensure further
growth and expansion.
Threats
 Strong competition: As the business
organisations engaged in Food delivery
services are observed with rapid growth
in market share, various competitor
brands have been established in order
to serve people with food delivery.
 Legal issues and regulations: Due to
pandemic phase of Covid-19, there has
been a drastic change in business

 Additional efforts and investment
towards grocery delivery: Although,
respective company is already engaged
in delivering groceries into market but
initiating some additional efforts
towards the same could lead to
capturing higher market share overall
growth of organisation.
environment. For instance, government
of particular location came up with
different regulations and approaches in
order to cope up with these changes in
business environment. Furthermore,
these implications and regulations
could result in being a negative factor
for respective organisation.
PEST Analysis
Political Factors
Government has implemented various rules and regulations over food business organisations
engaged in Food delivery services. It includes safety instructions for representatives engaged in
food delivery services in order to be safe of spread of virus (Frakt, and Jha, 2018). Moreover,
government has allowed representatives of business organisation to deliver food products to
customers in order to serve people as well as coping up with pandemic situation altogether.
Economic Factors
With implementation of Brexit and lockdown, respective company has gone through a
lack of labour or workforce. For instance, it has been resulted in being a pitfall for company in
carrying out operations and tasks in order to serve higher demands of customers. As a
consequence, it resulted in increase in cost to company as well as customers in using services of
food delivery.
Social Factors
In the lockdown phase of COVID-19, a rapid increase in food delivery sector has been
observed due to lack of permission to local consumers in stepping out of their home. For
instance, people are concerned with safety precautions taken by delivery representatives engaged
in providing food parcel to customers.
Technological Factors
Technology plays a major role in food delivery industry as it works as a link between
customers and delivery partners. For instance, customers in society order their food from their

preferred location through online mobile application, which facilitates in saving time and efforts
for both customers as well as delivery representatives (Franklin, 2021).
3. An evaluation of the drivers and impacts of change and how they have affected organisational
strategy. Comparing the impacts of change and the effect they have had upon the
organisation’s strategy and operations.
Basis Deliveroo Uber eats
Operations The respective business
organisation is quite efficient
as compared to other
competitors in the market. For
instance, Deliveroo was first
one to reach immense heights
in food delivery services as
well as considered on priority
by major customers in society.
In addition to that, major focus
of company in coping up with
changes due to pandemic lied
in implementation of most
suitable and appropriate
strategies in order to attain a
higher market share.
Uber Eats is also engaged in
providing food delivery
services as well as cab
facilities to customers.
Moreover, in the duration of
lockdown due to COVID-19,
major focus of company is to
indulge drivers engaged in cab
services into food delivery
services in order to expand
food delivery segment of
company.
Organisation Strategy The primary business strategy
of respective company is to
implement rules and
regulations introduced by
government authorities as well
as safety measures into
working in order to facilitate
smooth flow of work. For
instance, as food delivery
Uber Eats was started as an
experiment of company taking
initiatives to step into a
different market segment. For
instance, Uber eats came out
as a successful experiment in
market when people started
considering respective
company for Food delivery

industry was on a rapid
growth, it was resulting in a
major opportunity for
company to expand their
services into consumer
market.
services. Furthermore, Uber
eats resulted in being quite
less efficient in coping up with
the changes due to pandemic.
Therefore, primary reason
behind inefficiency was
limited option available on
respective company’s
application (Galli, 2018).
4. Evaluation of how change will have affected leadership, individuals and team behaviour.
Referring to above respective organisation, these changes will affect overall business
structure of company in coping up with these changes. For instance, it will result in effective
decision-making for strategies to be implemented in order to carry out operations and activities
in an efficient manner.
 Leadership Behaviour: The mentioned and determined changes have resulted in a major
impact upon leadership behaviour in workplace of respective company. In order to cope
up with changes in business environment due to pandemic, leadership approach
implemented in workplace plays a crucial role as it is determined at providing guidance
and governance to individuals or workforce. Representatives providing guidance and
governance to workforce were more focused upon safety and health issues of employees
and customers. Furthermore, it further facilitates in achievement of organisational goals
with coping up with changes due to pandemic of COVID-19.
 Individual Behaviour: The mentioned changes influenced individual behaviour in
carrying out activities and practices of Food delivery. In order to ensure safe and no-
contact delivery, employees were determined at maintaining personal health and safety.
Moreover, payments were only accepted in digital form which facilitated in no contact
Food delivery services.
 Team Behaviour: These changes influenced in efficient manner as individuals came up
together with common goals and objectives in carrying out operations and activities of
company in pandemic phase. Furthermore, workforce was more concerned and focused

upon completion of assigned tasks as well as personal health and safety altogether
(Hambrick and Wowak, 2021).
5. An evaluation of how the impact of change was minimised and the application of appropriate
models applied to plan for and process change efficiently.
Every change in business environment could also result in a negative impact to business
organisation operating in business environment. For instance, in order to prevent negative impact
of mentioned changes various initiatives were considered by respective company which are as
follows:
 Efficient Leadership: An efficient leader could lead the workforce towards carrying out
operations and activities with efficient guidance. With this belief, efficient leadership
approach has been taken into consideration in order to prevent negative impact of
dynamic business environment. Furthermore, it will facilitate in conquering upon the
huge opportunity of capturing higher market share.
 Sufficient safety precautions: Safety Precautions and measures were considered by
respective company in order to regulate Food delivery practices without getting
workforce affected by spread of virus. Furthermore, it allowed company in carrying out
operations and tasks in an efficient manner in order to achieve organisational goals and
objectives (Kezar, 2018).
6. Critical evaluation of the long-term implications of change to inform conclusions and
recommendations for minimising affects of change through effective planning and
managing change, including change impact analysis to identify potential risks of change.
Referring to long term perspective of Deliveroo, the respective company is determined at
improvising and enhancing service quality in order to maintain high market share in Food
delivery sector of market. For instance, this positive initiative of company will be contributing
towards both consumers as well as Food industry by being a link between them in market.
Moreover, efficient service quality will facilitate in retaining existing as well as attracting new
customers resulting in prevention of negative impact to business. With a rapid growth of Food
delivery sector of business environment, Deliveroo is provided with an opportunity of attaining
higher market share. Therefore, respective company is recommended to enhance cost and service
quality in carrying out operations and activities (Mackey, and et. al., 2018).

Leadership and Change Management (PART 2)
1. Application of force field analysis to determine opposition and support for change
There are various defined and determined in this framework for analysis which are as
follow:
Step 1: - Proposal for change
The determined and mentioned changes are to be implemented in respective
organisation in order to cope up with changes in business environment due to pandemic of
COVID-19.
Step 2: - Forces for change
 To capture higher market share
 To cope up with changes in market
 Government allowance
Step 3: - Forces against change
 Risk of heath and safety due to spread of virus
 Personal Safety concern of customers
 Low profitability
Step 4: - Assign Scores
Forces For change Score
 To capture higher market share 10
 To cope up with changes in market 9
 Government allowance 8
Forces against change
 Risk of health and safety due to spread
of virus
8
 Personal Safety concern of customers 6
 Low profitability 7
Step 5: - Analyse and Apply
From comparison and analysis of above-mentioned scenario, it could be easily determined that
positive aspects are in higher weightage then negative aspects affecting change in respective

organisation. Therefore, this results in being a positive indication for company in implementation
for strategies in order to cope up with changes in business environment (Marshall, 2019).
2. Use of force field analysis to make valid recommendations for meeting the organisation’s
objectives
Referring to above analysis, there are some recommendations to respective organisation
which are as follows:
 Deliveroo must consider development of an organised system in order to carry out
operations and activities of company in an efficient manner. For instance, it could include
optimum utilisation of resources, efficient quality services, incurring lesser time in
delivering Food to customers, etc.
 Adaptation and implementation of latest and advanced technological aspects could also
result in increasing productivity and efficiency. Moreover, investment for affording
technology could be raised through crowdfunding or angel investors which could
facilitate in higher productive environment.
 Employee safety at priority must be considered by company in order to carry out business
operations and activities in an efficient manner. In addition to that, sufficient safety
precautions and measures will facilitate in ensuring health and safety of workforce or
employees.
3. An explanation of the different barriers to change and how they influenced decision making
and leadership
 Continuous losses: As the respective was consistently going though losses which
resulted in being a major barrier in implementation of change in carrying out operations
and activities. For instance, losses and low profitability margins resulted in inability of
company in additional investment towards efficient safety measures and precautions for
workforce engaged in Food delivery even in lockdown due to pandemic COVID-19.
Furthermore, it was determined as major barrier for company in coping up with changes
in business environment.
 Threat from spread of virus: Another major barrier to respective company is threat of
workforce getting infected through spread of virus all over the globe. For instance, if the
workforce ends up getting infected by spread of virus, it would result in hold to business
operations and activities in the market. Furthermore, it could lead to losing chance of

grabbing up a beneficial opportunity of attaining higher market share (Masson and
Fritsche, 2021).
4. How was change accomplished and how successful was it?
Kottler’s 8 step model
Step 1: - Create urgency
Achieving sustainable approach: - There was need to implement changes in respective business
organisation in order to survive into market. For instance, Deliveroo was enforced to adapt
market changes due to introduction of new rules and regulations to be followed by business
organisation in order to operate in consumer market. Furthermore, implementation of changes
into working will facilitate company in carrying out business operations and activities in an
efficient manner.
Step 2: - Form a Powerful Coalition
Build organised team: - In order to ensure effective and efficient completion of assigned tasks
and operations, there is a need for systematic and organised team performing the same. For
instance, here comes the role of an efficient leader in guiding and developing an efficient team
which facilitates in achievement of organisational goals and objectives.
Step 3: - Create a Vision for Change
Determining core values: - It includes identification and determination core values in vision of
company. Referring to respective organisation, vision for implementing change lies in
improvisation and enhancement of quality in providing Food delivery services. Moreover, the
company initiates consistent efforts towards development of efficient strategies in order to
reduce overall cost to company which facilitates in increasing overall profitability (Nadim and
Singh, 2019).
Step 4: - Communicate the vision: - This step includes effective communication among
employers and employees upon vision of respective organisation in implementation of changes.
For instance, it facilitates in clarity in understanding purpose and aim of company behind
initiation of efforts and actions in achievement of organisational goals and objectives.
Step 5: - Remove obstacles: - Ensuring sufficient safety measures and precautions contributes
in preventing obstacles in effective and efficient completion of tasks and operations. Moreover, it
requires monitoring of on-going operations and taking corrective measures in order to remove
obstacles.

Step 6: - Create short-term wins: - This positive initiative facilitates respective organisation to
encourage employees with efficient motivation practices. For instance, employees could be
provided with recognition and appreciation for achievement of short-term goals and objectives
which lead towards achievement of long-term goals of company.
Step 7: - Build on the Change: - It includes consistent monitoring and reviewing on going tasks
and operations in order to efficient completion of the same. Furthermore, it will facilitate in
determination of factors and aspects that results in having a negative impact upon flow of work
in respective organisation.
Step 8: - Anchor the Changes in Corporate Culture: - This step is about discussion about
achievement of organisational goals and objectives. For instance, it includes recognition of
efficient efforts initiated by workforce towards carrying out tasks and operations in order to
achieve organisation goals. Furthermore, it facilitates in boosting up morale of employees as well
as ensuring achievement of personal individual goals (Samimi, and et. al., 2020).
Lewin’s Change Management Model
Stage 1: Unfreeze
In order to attain a higher market share, respective organisation is focused upon providing
quality service in Food delivery. For instance, efficient quality services facilitate in retaining
existing as well as attracting new customers. In the lockdown phase of COVID-19, company
faced huge challenges and issues which resulted in need for implementation of changes into
working in order to ensure effective completion of tasks.
Stage 2: Change
In order to initiate implementation of change, efficient leadership approach has been
taken into consideration which facilitates in clarity in guidance and governance to employees in
carrying out operations and activities. For instance, the major change in company was to adapt
no-contact delivery as well as workforce health and safety engaged in Food delivery in
pandemic. Furthermore, various incentives were allowed to employees for upright performance
in their specific job.
Stage 3: Refreeze
Efficient leadership approach as well as productive employees facilitated in effective
implementation of change into work. In addition to that, government allowance for employees of
Food delivery partners also supported company’s operations and activities. On the other hand,