Strategic Change Management Report: Emirates Airline Case Study

This report provides a comprehensive analysis of strategic change management, focusing on Emirates Airline as a case study. It begins with an executive summary and an introduction to the airline, outlining the background and need for change within the organization. The report examines factors driving the need for change, such as technological advancements, human resource challenges, competitive pressures, and the importance of customer relations. It further explores the resource implications of not responding to these changes. The report then delves into change models that could facilitate a smooth transition, considering stakeholder engagement and implementation strategies. It analyzes how Emirates Airline can lead its stakeholders in developing and adopting change strategies. The paper concludes with recommendations for the organization to successfully navigate strategic changes, ensuring its continued success in a dynamic industry. The report provides a detailed examination of the challenges and opportunities associated with strategic change management, offering valuable insights into the airline industry's evolution.

Running head: STRATEGIC CHANGE MANAGEMENT
1
1
1
Strategic Change Management
Name
Institution
Professor
Course
Date

STRATEGIC CHANGE MANAGEMENT
2
Executive Summary
Change management is the complete transformation of the organization into the desired
states. Before, a change is adopted in an organization there must be fundamental concepts that
should be satisfied. First of the strategic change must be approved and analyzed by any relevant
corporate group within the organization. It takes a lot of time for the change to be planned,
evaluated and finally adopted. It is, therefore, a fundamental process that must be met before the
execution is done. Not all organizations can follow all these processes of analyzing and
approving a change. Most of the time, the issue of change management encapsulates the human
resource within and outside the organization.
On another hand, the changes introduced in an organization are always done concerning
the multiple challenges facing the entire operation of the business entity. The emergence needs
that are outlined business objectives and goals are also used to come up with suitable change.
Most of the organizations have been on frontline educating and creating awareness of the human
resources on the importance of strategic change. Creating awareness helps the organization to
emulate human resource on why come up profitable change. All the domains needed in strategic
change in any business enterprise aim at raising the production level. Besides, the ability to
convince workers on new changes to be induced in an organization is very important.
Not all employees are willing to conform to the changes anticipated by the organization.
This means that most of the time change will incur some resistance starting from corporate
management to the subordinates in a business unit. To overcome all these resisting challenges
the organization ought to check on key strategies that provide direction for betterment. Also, an
organization should check on the aspect of communication. Effective communication is
fundamental when coming up with motives for implementing a change in a business. All the time

STRATEGIC CHANGE MANAGEMENT
3
the business ought to ensure the relevant stakeholders are part of the strategic change. Through
this analogy, it becomes easy for the business unit to induce strategic changes smoothly and
efficiently (Simandan, 2019 p.65). Therefore, it means that the stakeholders and any other related
element should be aware of the strategic change and how the organization is planning to
incorporate the change. All the necessary concepts of the change should be clear to the
stakeholder. This means that the entities of business should be aware of budgetary expenses as
well as limitations attributed to strategic change expected.
All these dominions incorporated with issues such as effective planning will help the
business unit to achieve the expected goals. Fine modification of these concepts gives direction
on what is to be done and how it should be done. The analogy is that the coupling of strategic
planning mechanisms with suitable strategies aid in incorporating appropriate changes. The idea
is that most of the changes induced in the organization anticipate modifying the technology. The
current market is entirely driven by technology thus forcing the organization to conform to
sophisticated models of technology (Suarez, Calvo-Mora&Roldán, 2016 p.98). On another hand,
the business sector incorporates changes related to customer relationships and competitive
concepts. On a matter related to customer relations organizations ought to meet the needs and
wants of the market. On another hand strategic changes coupled with competitiveness focus on
raising the image and brand of the organization in the marketplace. Lastly, most changes are
expected on issues relevant to employee satisfaction as well as communication strategies. The
elements are the pivotal part of the organization thus needing maximum attention. Therefore, the
whole paper will analyze how these processes are adhered to and followed to meet the objectives
and goals of the selected organization.

STRATEGIC CHANGE MANAGEMENT
4
Introduction of the chosen organization and background to change
Strategic management is a key process that involves monitoring, assessment, and analysis
of multiple processes that help an organization to meet the objectives. An organization needs to
be keen when handling any change experienced or anticipated for a certain period. In this case,
the paper encapsulates the need for change in the selected company in the United Arab Emirates.
The most preferred company in this study is the Emirate Airline. The company anticipates a
significant number of changes and this will be outlined in the entire report. Brewster and
Söderström, (2017 p.65) cited that strategic management helps the organization to consider the
present situation, come up with appropriate strategies and then deploy all these strategies to
analyze any situation facing the organization. In most cases, the strategies work in inducing new
concepts and aspects that lead to the success of the organization in the marketplace (Al Shobaki,
Amuna& Naser, 2017 p.78).
Emirates Airline is a dominating airline company in UAE. The government established
the organization in 1985. The whole process of establishing the organization consumed $ 10
million but currently, the organization is financially independent. In the beginning, the
organization had two flights that were operating on short routes running from Dubai to the
Middle Eastern countries. The organization has matured to a big company with 250 aircraft
operating at various routes internationally. We have planes such as B747-8F that is large enough
to carry many passengers at a time. The company is now the fourth-largest international airline
after registering the highest number of passengers carried by the end of 2015. The company had
transported more than 50 million passengers in 2015 thus making it be an international airline. In
Dubai, the airline accounts for more than 40% of the movements experienced in the place
(Anderson& Galavan, 2016 p.64).

STRATEGIC CHANGE MANAGEMENT
5
The organization has been serving the market for more than one hundred years from now.
This means that the company has already secured enough market both nationally and
internationally. The company has also established some customer-related virtues such as
customer loyalty, value, and trust. On another hand, the company also takes into consideration
matters related to employees and aspects relevant to the leadership (Shen, Gao & Yang, 2017
p.98). The airline is diversified into multiple fields that have created job employment. We have
fields such as engineering and catering fields that have emanated due to Emirate Airlines in
UAE. The company has been employing more than 28,000 workers since it was established. On
another hand, the company provides its employees with benefits such as good salaries and some
allowances. The organization also supports the medical care for their workers thus encouraging
them to work enough to meet the stipulated goals and objectives. Besides, the airline emphasizes
profit-sharing thus providing good rapport with the management team. This makes it easy for the
organization to conquer some of the competitive forces within the market. The global
competitiveness has encouraged the organization to invest more in customer satisfaction thus
securing the market. Apart from transporting passengers, the airline has also wide airplanes for
transporting cargo both nationally and internationally (Bailey, Mankin, Kelliher & Garavan,
2018 p.5).
Most of the time, the airline industry demands airline companies to induce new changes
thus surviving in the competitive marketplace. Most of the strategies employed to support the
change work on raising the present condition. Therefore, concerning Emirate Airlines, the
company has to induce new changes. Some of the strategic changes anticipated in the
organization include; coming up with improved technology that will aid in handling the
challenges anticipated in the airline industry. Emirate Airlines has been experiencing some

STRATEGIC CHANGE MANAGEMENT
6
challenges in matters related to technology. Through this analogy, it means that the organization
has to check on inducing sophisticated technology that will aid in achieving goals and objectives
(Covin & Slevin, 2017 p.128).
On other hand, the organization anticipates inducing strategic changes on matters related
to human resource management. The current reports outline that the organization lacks an
adequate number of workers to provide transport and other related services to its customers.
Staffing issues are currently affecting the organization and therefore there is a need to induce the
change that will handle these challenges. On another hand, the company is also is anticipating to
come with suitable strategies that aid in handling competitive forces within the market. The
company anticipates coming up with new marketing strategies that will guide in fighting the
competition within the market. We have so many airline transport companies such as the
Emirates Group that challenge the organization. Coming up with suitable competition strategies
will guide on achieving the goals and objectives of the organization (Favoreu, Carassus &
Maurel, 2016 p.567).
Besides, we have change anticipated in the future on how to improve customer
interaction in the organization. The airline transport network is all about customer relationships.
Understanding your customers and clients in the field of transport helps the organization to meet
the desired goals and objectives. Most of the airline organizations thriving in the market have
realized the importance of customer relationships and this is what is anticipated in Emirate
Airline Company. The organization ought to improvise new changes and strategies that will
guide on raising the level of customer relations. Lastly, the company anticipates incurring
changes on concepts such as communication and aspect such as the motivation of workers. It is
the mandate of the company to come up with suitable strategies and concepts inducing changes

STRATEGIC CHANGE MANAGEMENT
7
in the identified areas. Therefore, the entire report outlines some of the models and processes that
must be followed by the organization to meet all these changes (Jabbar & Hussein, 2017 p.342).
Examine the need for change in the organization. Assess the factors that drive the need for
strategic change and critically evaluate the resource implications for not responding to
these changes.
Change is very important in airline companies. The Emirate Airline has embraced some
of the ways aiding strategic change (Kakucha, Simba& Ahmed, 2018 p.76). The whole process
of change is essential in the organization. The analogy is that change aid in allowing the
company to compete in the market place. Change come up with new strategies and policies that
aid in fighting the competitive edge in the marketplace. The analogy is that the airline is in a
position to come up with strategies that will aid in fighting the competition.
Change is needed to help the organization come up with sophisticated technological
aspects. This means that the airline company has incorporated multiple strategies that will aid in
raising the level of technology. In this case, is used to help the customers get the desired services
smoothly and more efficient. Coming up with new technology means that clients will obtain
services in a better way. Through the adoption of technology, it will be easy for the organization
to increase productivity hence enjoying huge profits (Lundgren-Henriksson & Kock, 2016 p.80).
Also, change help the airline company to analyze effective communication needed. Through this
analogy, the issue of effective communication helps leaders handle concepts and aspects related
to customers and employees. The airline company has been facing some challenges when it
comes to communication. Coming up with strategies on analyzing this change is essential since it
helps the company to communicate effectively to the relevant elements.

STRATEGIC CHANGE MANAGEMENT
8
Changes help the airline organization to meet customer needs. The change embraced in
the company is entirely based on customer relations. This means that the company will check on
multiple concepts that help in getting new customers as well as maintaining loyalty with
customers. The company has induced a change that will handle strategies attributed to customer
satisfaction. This means that the idea will be improving customer comfort when traveling as well
as fixing fare prices on their services (Mazouz, Rousseau& With the collaboration of Pierre-
André Hudon, 2016 p.89).
From all these advantages we have some factors driving the need for change in the
company. First of all the changing technology is one of the essential factors attributed to the need
for change. The current world is experiencing many impacts on technology. The global economy
is being driven by technology. This means that the company should check on how to conform to
the sophisticated concepts attributed to new technology. On other hand factors such as customer
needs drives the issue of change (Nouri& Soltani, 2017 p.70). In our case study, Emirates
Airlines ought to check on the best practices that will drive the concept of customer satisfaction.
The company has to check on matters related to comfort as well as the issue of prices. The
satisfaction of customers starts with the concept of effective communication as well as good
customer relation.
Improving the relationship with the customers will help the organization to target a large
market hence enjoying huge profits. Also, the growth opportunities are some of the factors
driving change in Airlines Company. We have opportunities both in UAE and also in the whole
world. The need for new routes in Dubai has enabled the organization to come with changes on
how to meet these opportunities in the market (Nzuki, 2016 p.246). Therefore, from the need for
change and factors driving change in the airline, we tend to focus on some of the disadvantages

STRATEGIC CHANGE MANAGEMENT
9
associated with a lack of change. Failing to meet the drivers of change means that the entire
company will be paralyzed thus unable to achieve its goals. Change drives the company on how
to induce technology. Lack of appropriate resources to cater for the change of technology means
the company will not be able to meet the needs of clients.
On another hand, failing to meet the competitive strategies will deter the company to
target new clients in the market. Those airline companies failing to focus on competitive
strategies means that they won't be in the position to reach the market (Ozguler& Yilmaz, 2017
p.76). Challenging the competitive edge is the fundamental process that helps the organization to
meet the marketing goals and objectives. The main issue is that the lack of competitive strategies
means that the airline company is not ready to secure a large number of customers. Lastly, failing
to handle the issue of communication in the organization will deter the whole business unit to
come up with a suitable change. Effective communication breaks the barriers between the
employees and the corporate unit in the organization. Lacking suitable mechanisms to establish
effective communication means that the company will not be organized in the same direction
thus experiencing some operational challenges and diversions (Parakhina, Godina, Boris
&Ushvitsky, 2017 p.698).
Lewin’s Change Management Model
This is one of the effective models used in understanding the structured and
organizational change. The model was designed by Kurt Lewin in the year 1950. This model is
still relevant up to date because many organizations apply the same model in case they need to
change the ways of their operation. The model is categorized into three main stages which
include unfreezing, change and freeze. The model is relevant to the organization I have worked
in, Emirates airlines. In relevant to what the model entires, the organization needs changes to

STRATEGIC CHANGE MANAGEMENT
10
reduce some of the issues faced. Reflecting on the main stages of this model, the first stage
involves preparation for the change (Hoyland, 2016 p. 92). In connection to the model, the
emirates airlines need to prepare for the changes anticipated such as improvising the new
technology, improving customer relations, Communication and motivation, and increasing staff
and preparing for the new Strategies for handling competition issues in the organization.
The unfreeze step of the model reveals how the organization should get set and prepared
for the new changes in its operational framework. Just from the way the model describes the
crucial and need for change, Emirates airlines need to draw attention to the changes needed (Al-
Zahrani, 2015 p.68). This is one of the important stages of this model as it prepares staff
members for the organizational changes planned. This step of the mode would help to explain the
staff and relevant individual's need for the organizational change. Another step of the model
relevant to the Emirates Airlines organization is changing (Levasseur, 2011 p.71). This is the
stage where real change takes place. In this stage, people need to spend time to embrace what is
happening. Reflecting on the model, there is a need to have diplomatic talks involving the United
Emirates government and the United States.
The move will help in lifting the travel advisory issued on its citizens, restricting them to
visit the country. When these travel advisory and the restriction issued against Muslim countries
are lifted, the Airlie will see an increase in its travel. The government needs to tighten its security
to assure people of their safety. Stretching of security will see an increase in the number of
people using the airline and d also an increase in trade. All these will have a positive impact on
the country as there will be more travel involving traders from other countries. The purchase of
new airlines will also be of significant impact on the development of the airline. Besides, this
will see an increase in travel as most people in this state prefer the business class.

STRATEGIC CHANGE MANAGEMENT
11
In the refreeze step of the model, the change has now been implemented and embraced (Schein,
2016 p.27).
In relevance to the Emirates Airlines, the company needs to accept the changes proposed
regarding customer relations, proper communication, improvised new technology among others.
This included accepting the need to change the management system of the airline for profit
maximization. For there to be better financial management, the top leadership of the airline needs
to be revised to ensure efficiency. The move will help the airline exploit all the resources at their
disposal hence profit maximization. There is a need to review the travel charges to avoid
competition from low costing airlines (Hasan, 2016 p.45). The airline needs s to look at its
charges to suit both economy and business classes. The steps will help it to compete well with
other airlines who charge less for similar travels. With most of the customers being those using
business classes, the airline has to improve on its services. Improvement of its infrastructure and
airplanes will help compete who the well with other key plays. The airline previously faced
competition looking at the nature of its travel, and its services have to be of quality (Shirey, 2013
p.69).
McKinsey 7 S Model
This is another model found to be relevance to Emirates airline's organization. This is one
of the few models which have managed to persist in a long period in many organizations. Many
organizations apply the principles of the model to manage changes in the organization. The
model was developed in the year 1980 by McKinsey & Company (Kaplan, 2015 p.41). The
model has seven stages of managing changes in an organization. The first step is strategy
meaning the organization needs to have a set strategy before planning for any change (Al-
Zahrani, 2017 p.78). It is relevant to the Emirates airline organization chosen because it has a

STRATEGIC CHANGE MANAGEMENT
12
step to step procedure of implementing the changes. Moreover, some of the strategies of the
organization relevant to the model are that having looked at the various challenges facing the
airline, them being internal or external changes, there is a need for change to overcome them.
Engagement of different key stakeholders in the appropriate decision making will be of help in
solving these challenges (Miyoshi, 2019 p.433).
The government should ensure there is a healthy relationship with other supportive
companies. Having a good relationship with other countries improves business and other
associations within those countries. By use of diplomatic means, these challenges can be solved,
which will help in lifting the travel advisories (Hamed, 2017 p.226). When it comes to the case
of SWOT changes, there has to be direct involvement of people in the management positions of
the airline. Besides, the model involves planning for the structure change. This is where the
management of the organization is involved. People serving in different management positions in
the airline have to perform work as a team to ensure efficiency (Ali, 2015 p.78). For the case of
emerging technology, the management can outsource skilled laborers. The airline should also
ensure its good relations with its customers and these from other countries. Through marketing
and keeping its services to standard, it will provide it's able to compete well both locally and in
the global market. The other step is the system which involves having an order of changes that
would be done.
Concerning the Emirates airline organization chosen, there is a need to improve the
available operations before implementing the new one. This is much related to the way the
process of the organization is done. Shared values are another step in the model relevant to the
chosen organization in that changes should be in accordance with the core reasons for the
establishment of the organization (Rahman, 2016 p.15). Shared values may involve the