Strategic Change Management Report for the Emirates Group

This report provides a comprehensive analysis of the strategic change management within the Emirates Group, examining the need for change driven by factors like the COVID-19 pandemic and evolving market dynamics. It delves into the application of various change management models, evaluates the implications of changes on organizational performance, and identifies barriers to change along with strategies to overcome them. The report also explores the role of leadership in facilitating smooth change procedures and offers recommendations for overcoming resistance to change. The study uses SWOT and PESTLE analysis to understand the internal and external business environments. It concludes with a change management strategy designed to enhance the Emirates Group's adaptability and competitiveness in a rapidly changing global landscape. The analysis covers various aspects, including political, economic, social, technological, legal, and environmental factors affecting the company. The report highlights the importance of strategic alliances, innovation, and branding in driving growth and overcoming challenges within the aviation industry.

Strategic Change Management

Table of Content
Executive summary ........................................................................................................................3
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Introduction and background of company and change...............................................................4
3 Need for chnage in organizations and fcators that drive strategic change..............................5
4 Two change management model and relevance in The Emirates group..................................9
5 Major types of changes ........................................................................................................10
Evaluation of implications on organization performance.........................................................11
6 Barriers to change and strategies to overcome these barriers ...............................................12
Measures taken by leaders for smooth change procedures and evaluation of decisions taken by
leaders at Emirates...................................................................................................................13
8 Change management strategy and strategies to overcome resistance...................................14
Strategies to overcome resistance.............................................................................................15
Recommendations.....................................................................................................................16
CONCLUSION .............................................................................................................................16
REFERENCES..............................................................................................................................18

Executive summary
The report has concluded change management analysis for Emirates group of companies
where the need for change driving change within companies enhances functional domains reach
imperatively and further usage of change management models have been applied. Report study
has also further focused on analysing aspects of major change within management, keenly
bringing on varied scale business targets actively and for generating specific advanced growth
towards new informative targets within revenue, goodwill among consumers profoundly. The
research was done to productively bring forwards details of new strategies within travel safety
taken specifically for bringing competence within facilities, for consumers safety on longer
term. There is also developed efficacy within business research established on profound
platforms for strategic change management aspects, on which aviation industry has been
heading on varied levels imperatively to evolve towards varied targets heading towards opening
up services during COVID-19. Research has also identified focus on resistance factors within
change management, barriers towards change and also fundamental scale potentialities where
leaders role to implement new changes play strong role.

INTRODUCTION
The strategic change management is defined as the process through which the company
tries to manage the change in structured and proper manner. The business operates at global level
and there are many types of changes taking place in global environment (Kitsios and
Kamariotou, 2017). Thus, for proper management of the business the most essential thing is the
effective change management model. The present report is based over company the Emirates
group and the report will outline the major drivers which leads to strategic changes. Further the
use of different change management model will be used in order to implement the changes in
business practice. Further the major changes of company and its implication on performance will
be discussed. Moreover, the different barriers during the changes incurred will also be discussed
and in end change management strategy will develop.
MAIN BODY
Introduction and background of company and change
The Emirates group is a state owned international company mainly dealing in the aviation
industry. The company was founded by Ahmed Bin Saeed Al Maktoum in the year 1959 and is
headquartered in Garhoud Dubai in UAE. The company is majorly a fastest leader and growing
airlines in the world. The company is based in Dubai and deals in connecting the people all over
the world and connects almost 150 destinations with its facilities. Other than the aviation
industry Emirates group also deals in many types of sectors like retail, travel and hospitality,
education and many other different types of the business and industry.
With respect to the current working condition and the business environment there are
many types of the changes taking place in the working environment. This is particularly because
of the reason that when the company will not be working in proper and effective manner as per
the changes in the business environment. With respect to the current situation of the pandemic
the company is also facing many of the changes in the working pattern and capacity of the
company. The major change with respect to the current COVID 19 was that Emirates retained its
cargo operation, but they temporarily suspended passenger operation.
In addition to this another major change was that the Dnata which is Dubai National Air
Travel Agency is the airport service provider and provides facility of the catering, cargo, travel
and many other different types of the services has reduced its operations (The Emirates Groups

business response to COVID- 19, 2021). This reduction in the operation also included the
temporary closure of operations at some international locations where the demand of the
company was low.
In addition to this there were many types of the changes other than COVID 19 as well.
All these changes have a lot of impact over the working and operations of the company. Thus,
for this it is very important for Emirates group to ensure that they effectively manage the changes
taking place in the working pattern of the company and the environmental changes taking place
in the overall business environment.
3 Need for chnage in organizations and fcators that drive strategic change
There are various needs for strategic changes in companies which drive the need for
strategic change within companies business scenarios which are highly crucial to evolve
towards comparative scale growth and enriching higher functional scale synergies. The
Emirates group of companies with varying external competitive factors for bringing on
customers oriented change within services and also to raise competency domains variably for
stronger vision oriented advanced growth. Strategic models can be used to evolve on varied
scale competent innovation paradigms and evocative functional space for varied scale aspects.
Emirates group of companies are top most airline companies headquartered in Dubai owned by
government of Dubai Investment corporations of Dubai where its one of the largest airlines in
middle east and operates about 3600 flights per week (Gössling, 2020).
SWOT analysis (Internal business analysis): Strengths: High quality airline services and excellent services has made goodwill of
brand strong and also productively diverse for stronger scale keen growth, new advanced
customers oriented scale horizons services have made Emirates to be strongly moving
ahead with profound goodwill. There is also strength of huge workforce and size aspects
to bring on competent scale innovation into global aviation competitive industry
scenarios and also for evolving towards new functional scale diversity. It has developed
strong brand equity aspects on profound scale diversity where Emirates is competently
growing within consumers goodwill horizon. Weaknesses: Intense competition and over dependence on international traffic is
weakness where it is analysed that Emirates group of companies has to focus on further
and also there is over pricing issues due to which it is catering to only high class

travellers. There has been competent lack found within company towards establishing
new strength oriented profound scale functional strengths where strategic pricing shall
be put. Emirates also shall focus on broadening target customers market where there
should be strategic advancement done towards productive domains towards broader
target market profoundly (Serrano and Kazda, 2020). Opportunities: Increasing number of international flights destinations and number of
fleets is strong working opportunity for Emirates group of companies, which will
enable business networking to expand into varied scale efficacy horizons and also
develop varied competent innovation. It also posses opportunities to bring on joint
ventures with new brands and start-ups collaborations for informative scale promotion
and vivid scale advanced growth. This demands change management within strategic
vision oriented innovation and also to potentially bring on competent diversity. Threats: Increasing prices of fuels and increased functional aspects of international
global competition has been found to be impacting Emirates group of companies
profoundly. It also faces threats with increased competitive levels among business
scenarios where it needs to competently focus on varied keen domains where customers
preferences is also variably changing. It has scope for bringing on skilled new advance
by building advanced change management aspects and also evolving on higher
performance goals perspectively. Government policies and regulatory change advanced
methods also bring on focus towards threats for Emirates group of companies on which
there is also varied scope for more scoped up scenarios (Amankwah-Amoah, 2020).
Pestle analysis (External business environment):
The external business market analysis brings out detained analysis productively towards
varied domains on which wider scale factors shall be analysed imperatively to bring on scaled up
profits functionally and also to adhere new aspects advance. Emirates pestle analysis is as
follows: Political factors: Emirates operations being spread all over globe is very prone to
political factors impacting functional scale diversity domains and to reach on new scale
expansion scenarios widely. There is wider innovation generated within investments
done where political risk can be understood as an identified aspect on which new
functional advanced aspects have profound scope horizons. Political factors hold varied

scope for technical scale inclusive decisions and to raise varied advanced efficacy goals
towards varied targets productively. Economic factors: The higher rise in oil prices and fluctuations generated within
business goals have high scale fluctuations within economical aspects on which airlines
face external risk as barrier for stronger evocative growth horizons. The economic
factors such as advanced consumers oriented price strategies also enable to bring on
keen positioning efficacy for larger scale informative diversity, to raise revenue business
targets and consumer goodwill ( Abate, Christidis and Purwanto, 2020). Social factors: The changing consumers safety demands and new scale advanced
safety standards bring on competent scale innovation to be oriented within airline
services where Emirates group of companies has profound scope. Changing social
factors bring on competency surge demand to yield focus towards advanced safety
standards and also generate evolving scale services catering to competent innovation.
This factor also brings on surging demand for scaled up change management scenarios
informatively and also raise up keen avenues in advance format. Technology factors: The competitive advanced technology strength shall be focused on
for strengthening competitive goodwill domains into breakthrough technology scenarios
on which advanced technology aspects shall be focused on. With increasing competition
into aviation industry new advanced navigation technologies shall be brought on forward
for which strong competitive aspects need to be adopted on. Emirates company by
heading towards new edged airlines services will be able to enhance company revenue
targets and also raise goodwill standards widely for scaled up keen working efficacy
domains ( Gottipati,and et.al 2020). Legal factors: The legal factors such as government safety policies and imposed
advanced working standards shall be legally adhered for more informative scale
consumers services where legal factors build on advanced inclusive surging scenarios
for up scaled new targets development. Middle east airlines traffic company routes
significantly attributes to series of liberalized travel markets communicatively, where
there must be legal line set for stronger working performance parameter. It also
identifies new scale profound legal domains where adherence to legal safety standards

among public also plays varied role to enhance business connectivity and performance
horizons
 Environment factors: Emirates company by heading towards environmental focused
strategies and factoring on reducing carbon emissions within weather conditions will be
able to evolve on larger scale advancement to bring on competent functional standards.
Incremental Eco friendly strategies for new scale environment friendly services within
extreme higher temperatures at UAE will enable to generate consumers preference
oriented services for enhanced goodwill factors. It also brings on evocative demand for
culture friendly safety standards for stakeholders, communicate new strategies for
specific scale environment strategies and also to focus on divergence towards future
performance growth horizons (Mhalla, 2020).
The above discussed factors such as changing living scenarios within global pandemic
brings on competent surging impact on airlines services for catering to the best hygiene services
and consumers diverse strategies, on which change management will be able to generate
specialized goodwill aspects and also resourceful functional scale services. Change management
also brings on resource growth advancement where responding to new competent scale
advanced changes shall be focused on with wider capital and also new strategic vision for
more keen performance horizons. Strategic alliances and structural diversion within business
horizons bring on competent demand for informative scale planning, use of advanced
technology standards and informative scale branding towards competitive platforms.
Innovative branding and outsourcing enhances functional scale growth keenly and raise quest
parameters widely for scaled up keen aspects, on which Emirates group of companies have
scope for generating new scale advanced service growth. Resource implications for not
responding to changes strategically generate less competent diversion which reduces goodwill
standards competitively and also revenue goals into near functional future working horizons.
Not responding to new changes demanded within aviation industry will keenly also
brings on competent decline in consumers booking, also there is professionalism decline on
varied domains strategically. Where Emirates group of companies will be facing competent
decline towards gaining consumers goodwill and new structural innovation raising.

4 Two change management model and relevance in The Emirates group
As discussed above it is clear that the business exists in the environment which keep on
changing very frequently and for this it is essential for the company to manage and adapt these
changes in proper and effective manner (del Carmen Triana, Richard and Su, 2019). For the
management of any type of the changes by the Emirates group the major change management
models used are as follows-
Kurt Lewin change management
This is a model which assist Emirates group in managing and adapting to any of the
changes. Under this the first stage of the model is to unfreeze the older learning and practices
which were used. Further, after unfreezing the next step is to change. This means that the
company need to accept and learn the new change which has come. In the end the last stage of
this is to refreeze the new change which is learnt. This method of change management is of great
relevance to the Emirates group because this will assist the company in analysing the changes
and then try to make these changes acquainted by the employees and implement in their working.
ADKAR model for change management
This is another important model for the management of the change and implementation
of these changes within the company (Mongare, 2020). For the business to be successful the
most essential for the company is that they adapt to the changes in correct and appropriate
manner. The ADKAR model is the one which assist company in facilitating the change and then
try to adapt to the changes. The major steps in the ADKAR change management model are as
follows-
 The first stage of this model is to create awareness relating to the need of change. Under
this the Emirates group first creates a need for the change in the mind of the employees.
 The next stage the desire is being created to participate in the change and try to support to
the changes. This is essential because of the change will not be supported by employees
then it will not be implemented.
 The next stage is of increasing the knowledge relating to the ways that how the change
need to implemented and adapted by the employees (Dzwigol and et.al., 2019).
 Further the next stage under this model is to increase the ability to implement the change
by the employees. The major reason for this is that if the employees will not be much
able then they will not adapt to these changes.

 The last stage of this model is reinforcement that is it is the duty of the company to
sustain the change in and continuously monitor the change.
This model is of relevance to Emirates group as this will assist the company in proper and
effective implementation of the change in company and its operations. This model starts be
creating the awareness relating to change and this awareness motivates the employees to adapt
to these changes and this will motivate the employees to adapt in proper and effective manner.
5 Major types of changes
There are various new changes that have been taken by Emirates during global
pandemic outbreak of covid-19 that have informatively developed profound scenarios widely
for consumers goodwill rise, revenue targets competition and also to yield on stronger vision
oriented goals actively. Emirates group of companies have made identified smart changes
which can be analysed as follows (Macilree. and Duval, 2020). Safeguarding strategies among customers, employees and communities: The global
pandemic has raised focus towards strategies for safeguarding stakeholders commitment
and also raising aspects such as best travel facilities. Employees are being trained with
best safety standards available, higher focus towards new scale efficacy domains and
also for generating advanced consumers services further in future operations.
Communities safety are its one of the top most priority on which Emirates group of
companies specifically focuses to bring on informative growth. There is also productive
focus towards innovation evolving goals where regular medical tests facilities,
sanitization are being organized advance. This as been also identified as essential scaled
up change strategy for heading on advanced functional scale consumers oriented
services within aviation industry and also to evolve on specific profound goals keenly. Travel safety strategies during COVID-19: There is also change within Emirates group
of companies travel safety services have been largely focused on, where mask wearing
adherence specifically focuses on varied scale safety standards. Transfer desks have
been fitted with protective antimicrobial screens and airport teams are also being trained
with advanced strategies. IT can be also analysed that stickers on floor help people to
keep safe distance in queues, with spaced seat in waiting lounges. The travel safety
during COVID-19 has been stressed on by bringing on change management specifically

to adhere new scale safety and hygiene standards advance (Maneenop and Kotcharin,
2020).
 Strategic investments and vision oriented growth: The strategic investments have been
functionally growing within Emirates for vivid scale consumers preference services and
catering to advanced functional structured efficacy aspects. This also brings on
competent surge focus on advanced investment strategies to bring on best services, train
employees with new skills and also enhance new scale diversity parameters. Emirates
group of companies also within changing competitive scenarios aim to bring on
competent scale services for fastening its goodwill, also being interactive among target
consumers functionally.
Evaluation of implications on organization performance
The changes analysed above bring on competent surging focus towards implications of
company performance horizons where Emirates group of companies have varied focus to raise
new scale innovation domains, interact on digital technology platforms widely.
 Implication of safeguarding strategies with stakeholders. Employees and communities
related to hygiene will enable consumers business horizons to be focused on varied scale
platforms and also deliver stronger varied revenue targets. This can be also analysed that
changes implemented to keep consumers safety highly, also to yield on new diverse
efficacy domains EMIRATES performance will be enhanced into specific advanced
domains (Iacus and et.al 2020).
 Implications of travel safety during Covid-19 will strategically also enhance new
grounds on which aviation industry is heading and also there is productive surging aspect
demanding towards varied advanced aspects actively. This also specifically brings on
competent scale growth among consumers goodwill domains, where brand is able to
develop stronger vision oriented scaled targets actively.
 Implications of strategic investments and vision oriented long term changes will enhance
work performance goals actively, keenly bring on advanced safety policies which
generate functional evolving aspects towards wider domains perspectively . Change
management also correlates to broader efficacy on demand for interactive stringent
strengthened positioning and for keeping up larger vision oriented practical growth .

6 Barriers to change and strategies to overcome these barriers
Change management specifically raises up work competencies widely on higher level
towards which there is profound scope to raise up keen performance horizons, and also to bring
forward strategic vision oriented efficacy on larger horizons. There are various barriers to
change management model implications which have been analysed to be essential for analysis
and also to evolve on wider domains where new advanced strategies shall be formed to
overcome barriers innovatively. Barriers to change have been found to be strongly essential on
which Emirates group of company has varied scope to enhance new strategic focus
imperatively ( Pongpirul, Kaewpoungngam, and Theprugsa, 2020). Failure to involve stakeholders and less communication platforms: The failure to
involve company stakeholders within change management structure has been found to be
one of the most advanced aspect working as barrier for change management structure
implementation. It is found to be barrier due to lack of platforms many times which
lead to diversion among thoughts . This can be understood as often there is shift in
mindset and working platforms strategically where there change management requires
wider scale functional evolution aspects. This is often strong barrier commonly found
among companies where Emirates group of companies have profound scope for keeping
up keen information scenarios, enhance functional scale diversity and generate profound
informative growth. Resistance to organization cultural shift: Often stakeholders feel resistant towards new
changes to be built up within companies and response to Covid – 19 have been widely
differing also for generating constant changes. This can be also analysed that company
cultural shift towards new change within management widely demands varied scale
perspectives widely. This often also further requires vision and longer scale
communication advance, for which higher specific scale training shall be build on.
Resistance as change management barrier is widely demanded to be specifically heading
on functional paradigms towards wider business target (Wallis, 2020).
STRATEGIES to overcome barriers:
Emirates group of company has to focus on strategies with advanced innovation and
raised up performance horizons specifically for profound scale growth horizons to adhere to new
changes strictly.