Unit 17: Leading Change and Management: Deliveroo Case Study Report

This report provides a comprehensive analysis of change management within Deliveroo, a prominent food delivery service in the UK. The report begins with an overview of Deliveroo, followed by a PEST/SWOT analysis to identify drivers of change, such as the COVID-19 pandemic and evolving consumer behaviors. It evaluates the impacts of these changes on the company's strategy and operations, including shifts in payment methods, hygiene practices, and delivery methods. The report examines how change has affected leadership, individual and team behavior, and the application of models to plan for and process change efficiently. Furthermore, it assesses the long-term implications of change and offers recommendations for minimizing negative effects through effective planning and management, including change impact analysis. The second part of the report delves into leadership and change management, applying force field analysis to determine support and opposition for change, and making recommendations for meeting organizational objectives. It also explores barriers to change, leadership approaches, and the success of change initiatives. The report concludes with a critical evaluation of different leadership approaches and change management models, providing a thorough understanding of how Deliveroo has navigated a dynamic business environment.

Unit 17 Understanding
and 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 have dynamic nature which facilitates consistent change in
operations of company and organisations operates in market. For a instance, these are the
changes driven from many factor and aspects affect activities and operations in a business
environment. Deliveroo have taken in account in order to complete the report of assessment. In
addition to this, the enterprise is engaged to provide food delivery service with a broad presence
of company in all over United Kingdom(Wolberger, and Goldman Schuyler, 2018). The
assessment report comprises of knowledge and information on major change observed in a
respective enterprise in recent times. Moreover, this includes measures in order to minimise
negative impact for the changes to make sure productivity and efficiency in workplace.
MAIN BODY
PART 1 (Drivers of Change and Organizational Impact)
1. Overview of company
This organisation is engaged to carry out activities and business operations in order to
provide service of food delivery in UK. For example, this have been consider as a leading
company engage to serve customers with food delivery service facility from their desired cafes
and restaurants. In accordance to carry out a business operations in a effective manner, this
company consider implementation of new techniques and strategies to cope up with changes.
However, the phase of pandemic results in major changes in business environment. As refer to
respective organisation, many measures have been taken into consideration which includes
change in method of payment, higher concern to maintain hygiene, contact-free delivery and
many more(Vieira, and, et. al., 2018). Moreover, Deliveroo have initiated additional effort for
regulating business activities in relation to consider changes in working practices of company.
Furthermore, the changes were observed for both which includes business organisation and
consumer behaviour in decision-making to purchase a service or product.
2. A PEST/SWOT analysis to be undertaken to identify drivers of change.
SWOT
Strengths
 Efficient Brand: The respective
Weaknesses
 Continuous losses: The company

organisation conduct business and
regulate activities with approach of
business and strong idea in order to
achieve objectives and organisational
goals. Moreover, this has been consider
as a major strength in a respective
company which being engaged in
services of food delivery.
 Strong market network: The
company have tie-up for delivery
partner with many number of cafes and
restaurants. In case of, this strong
market network determines as major
strength for respective company to cope
up with changes in market and legal
implication on the same.
observed to record losses with each
additional order this serves to their
customers. In instance, this results in
inability for company to attract partner
and investors for further expansion in
raising sufficient amount of fund.
 Inefficient operations: This enterprise
is reported for having a record for late
deliveries which results for
development of inefficient brand image
for customers in market. However,
other issue related to operation includes
cold food, incompetent drivers,
inability in funding location, etc.
Opportunities
 Growing market share of Food
delivery market: The growth of
market share in a company engage in
food delivery service facilitates for
being a major opportunity for deliveroo
to regulate with changes in efficient
strategies in order to make sure further
expansion and growth.
 Additional efforts and investment
towards grocery delivery: Moreover,
a respective company is engaged to
deliver groceries in market but
initiating additional effort for the same
can lead in capturing higher market
Threats
 Strong competition: As a business
enterprise engaged in services of food
delivery were observed with speedy
growth in share of market, many
competitor brand have established in
order for serving people with food
delivery.
 Legal issues and regulations: Because
of pandemic phase of Covid-19, there
were a drastic change in environment of
business. The government of a
particular global location come up with
various regulations and approaches in
order to cope up with changes in

share in overall growth of enterprise. business environment. Moreover, the
regulations and implications do result
for being a negative factor in a
respective organisation.
PEST Analysis
Political Factors
Government implements many rules and regulations on food business organisation
engaged in services of food delivery. This include safety instruction for a representative engaged
in services of food delivery, for safe from spread of virus. However, government allow
representative for business organisation in food delivery products to customers in order to serve
people and coping up with situation of pandemic altogether.
Economic Factors
The implementation of lockdown and Brexit, a respective company have been gone from
a workforce or lack of labour. This results to being a pitfall for a company for carrying out
services and task in order to serve the demand of customers. As the consequence, this results to
increase in cost of a company and customers to use services of food delivery.
Social Factors
In the lockdown phase due to Covid-19, a speedy increase in sector of food delivery have
been observer because of lack of permission in local customer to step out of their home. The
people are concerned with safety precautions taken through delivery representative engaged to
provide food parcel for customers(Saia, 2022)).
Technological Factors
In this technology play a major role for industry of food delivery as this work as a link
within delivery partner and customers. The customer in society order food from a preferred
location by an online mobile application, which facilitates for save effort and time for both
customer and delivery representatives.
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 This business is quite efficient
in comparison to other
competitor in market. The
Deliveroo was first for
reaching immense height in
service of food delivery and
consider on priority through
major focus of company to
come up with changes because
of pandemic get in implication
of most appropriate and
suitable strategies in order for
attaining a higher market
share.
This is also engaged in
providing services of food
delivery and cab facility to the
customers. Furthermore, at
time of lockdown because of
Covid-19, a company's major
focus is to indulge drivers
engagement in cab services
into services of food delivery
for expanding segment of food
delivery company.
Organisation Strategy The main strategy for business
in respective company is to
implement rules and
regulation introduced through
government authority and
safety measures in working in
order for facilitating smooth
working flow. The industry of
food delivery was on speedy
growth, this results in major
opportunity of company to
expand services in consumer
market.
This was started as experiment
of a company takes initiatives
to step into various market
segment. This comes as a
successful experiment in
market when people start
considering Uber eats for food
delivery service. Moreover,
this results in being less
efficient to cope up with the
changes because of pandemic.
Moreover, primary reason for
inefficiency was limited option
available in application of
respective company.

4. Evaluation of how change will have affected leadership, individuals and team behaviour.
Referring to above enterprise, the changes affects the business structure of a company to
cope up with these changes. This results in effective decision-making for strategies of being
implemented in order to carry out activities and operations in a effective manner.
 Leadership Behaviour: The determined and mentioned change results on a major
impact on leadership behaviour in workplace of this company. For coping up with the
changes in business environment because of pandemic, approach of leadership
implemented in workplace play a essential role as this determine on providing guideline
and governance to workforce which were more focused on health and safety issue of
worker and customers(Wong, and, et. al., 2019). Moreover, this further facilitates to
achieve goals of organisation to cope up with changes because of Covid-19 pandemic.
 Individual Behaviour: The changes mentioned influenced behaviour of individual to
carry out practices and activities of food delivery. In order to make sure safe and no
contact delivery, worker were determined on maintaining safety and personal health.
However, payments were accepted in digital form which make no contact food delivery
services.
 Team Behaviour: The changes which were influenced in good manner as individual
come together with common objective and goals to carry out activities and operations of
company in phase of pandemic. Moreover, employee were more focused and concerned
on completion of given task and personal health and safety altogether.
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.
Each change in business environment do not result as a negative impact on business
organisation operated in business environment. For preventing negative impact of changes
mentioned, many initiatives were considered through this company which are as follows-
 Efficient Leadership: The effective leader leads workforce for carry out activities and
operations with effective guidelines. As believed, effective leadership approach have to
be taken in consideration for preventing negative impact for dynamic business
environment(Rains, Dabbs, and Ihfe, 2022). Moreover, this facilitate to conquering on
the huge opportunity to capture higher market risk.

 Sufficient safety precautions: Safety measures and precautions were consider through
this company in order to regulate practices of food delivery without getting employee
affected through spread of virus. Moreover, this let company to carry out tasks and
operations in an effective manner to achieve organisational objectives and goals.
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.
Refer to long term perspective of Deliveroo, this company is determine as enhancing and
improvise quality of service in order to maintain high market share in sector of food delivery
market. As instance, the positive initiative of a company will be contributing for food industry
and consumers through being a link within them in market. Furthermore, effective service
quality will facilitate in retaining existing and attracting new customer, resulting in prevention of
negative impact on business(Premi, 2020). With a growth of food delivery sector of business
environment, Deliveroo is provided with a opportunity for attaining of higher market share.
Moreover, this company is recommended for increasing service and cost quality to carry out
activities and operations.
Leadership and Change Management (PART 2)
1. Application of force field analysis to determine opposition and support for change
There are many determined and defined in the framework to analyse which are as follow-
Step 1: - Proposal for change
This mentioned and determine changes which were implemented in an enterprise in
order to cope up with changes in environment of business because of Covid-19 pandemic.
Step 2: - Forces for change
 For capturing high market share
 To cope up with change in market
 Allowance of government
Step 3: - Forces against change
 Risk of safety and health to spread of virus
 Personal safety concern for customers
 Less profitability

Step 4: - Assign Scores
Forces For change Score
 To capture higher market share 9
 To cope up with changes in market 10
 Government allowance 9
Forces against change
 Risk of health and safety due to spread
of virus
7
 Personal Safety concern of customers 8
 Low profitability 8
Step 5: - Analyse and Apply
From analysis and comparison of further mentioned scenario, this can be easily determine
that positive impact are of higher weightage then a negative impact affect change in respective
organisation. Moreover, the result is being a positive indication for company to implement for
strategies in order to coping up with business environment changes.
2. Use of force field analysis to make valid recommendations for meeting the organisation’s
objectives
Refer from above analysis, they have some recommendation in respective organisation
which are as follows-
 Deliveroo consider development of a system of organisation in order to carry out
activities and operations of a company in an effective manner. This can include efficient
quality services, optimum utilisation of resources, incurred less time to deliver food to
customers and many more(Onia, 2022).
 Implementation and adaptation of advanced and latest technological aspect can also result
in increasing efficiency and productivity. However, investment to affording technology
can be raised from crowdfunding or angel investor which can be facilitate in higher
productive environment.
 Worker safety on priority do not consider through company in order for carry out
operation of business and activities in an effective manner. In addition for this,

precautions for sufficient safety and measures will facilitate to ensure safety and health of
employees and workers.
3. An explanation of the different barriers to change and how they influenced decision making
and leadership
 Continuous losses: The company was consistently suffering from losses which results
for being a major barrier for implementation of change to carry out activities and
operations(Machalaba, and Sleeman, 2022). The losses and low profitability margin
result in incapability of company in additional investment for efficient safety measure
and precaution for workers engagement in food delivery even in lockdown because of
Covid-19 pandemic. Moreover, this was determine as major barrier for a company to
cope up with change in environment of business.
 Threat from spread of virus: Other major barrier for respective company threat of
employee getting infected from spread of virus in all over globe. The workers ends up
getting infected from spread of virus, this results in holding activities and business
operations in the market. Moreover, this leads for losing chance of grabbing a beneficial
opportunity to attain higher market share.
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 for implementation of changed in a
respective business organisation for survive in a market. Deliveroe was enforced for adapting for
market changed because of introduction of new rule and regulation to be followed from business
organisation in order for operating in consumer market. Moreover, changes of implementation in
working will facilitate a company to carry out business operations and activities in efficient
manner(Workman-Stark, 2020).
Step 2: - Form a Powerful Coalition
Build organised team: - To make sure efficient and effective completion of assigned operations
and tasks, there is need of organises and systematic team performing same. In this the role of an
efficient leader for guiding and develop an efficient team which facilitate for achievement of
objectives and organisational goals(Kinchington, 2019).
Step 3: - Create a Vision for Change

Determining core values: - This include determination and identification core value in the vision
of a company. Reference to respective organisation, vision to implementation of change lies on
improvement and enhancement of quality to provide food delivery services. Furthermore, a
company initiates consistent effort for development of efficient strategy in order to reduce whole
cost to company which facilitate to increase overall profitability.
Step 4: - Communicate the vision: - The step include good communication in employee and
employer in vision of respective organisation to implementation of changes. This facilitates
clarity to understand aims and purpose of a company behind initiation of actions and efforts for
achievement of organisational objectives and goals.
Step 5: - Remove obstacles: - Make sure sufficient safety measure and precaution contributes to
prevent obstacle in efficient and effective completion of operations and tasks. Furthermore, this
need monitoring of on-going tasking and operations, correcting measure in order for remove
obstacles.
Step 6: - Create short-term wins: - The positive initiative facilitate an organisation for
encourage worker with efficient practice of motivation. The worker can be provided with
appreciation and recognition to achieve short term goals and objectives which leads in
achievement of long term goals in a company(Fagerström, 2021).
Step 7: - Build on the Change: - This include reviewing and consistent monitoring on going
operations and task in order to efficient completion of the same. Moreover, this will facilitate to
determine of aspects and factors which results to have a negative impact on flow of work in
respective organisation.
Step 8: - Anchor the Changes in Corporate Culture: - The setup is for discussion to achieve
organisational objectives and goals. This include recognition of efficient effort made through
workforce carry out operations and tasks in order to achieve organisational goal. Moreover, this
facilitate to boost up morale of worker and ensure achievement of personal individual goals.
Lewin’s Change Management Model
Stage 1: Unfreeze
For attaining a higher market share, respective organisation to focus on providing quality
service in food delivery. As instance, good quality service facilitate to retaining existing and
attracting new customers. In the phase of Covid-19 lockdown, the company face huge issue and

challenges which result as need of implementation change in working to make sure effective
completion of task.
Stage 2: Change
For initiating implementation of change, approach of efficient leadership approach have
to be taken in consideration which facilitate clearly in governance and guidance of worker in
carrying out activities and operations(Creely, and, et. al., 2021). The major change for a
company was for adapting no-contact delivery and health and safety of workers engaged in food
delivery at time of pandemic. Moreover, many incentives allowed for workers for upright
performance in specific job.
Stage 3: Refreeze
Efficient approach of leadership productive and approach facilitate in effective
implementation of change in work. In addition for this, allowances of government for worker of
food delivery partner also support activities and operations of a company. In other hand, major
challenge and issue faced by a company was of continuous loss and less fund available for
respective company.
5. Advantages and disadvantages of different leadership approaches to dealing with change,
illustrated by application to a range of examples
 Strategic Leadership: - This is approach of leadership which take in consideration
through individual oriented with systematic leadership approach for being implemented
in workplace(Boyatzis, and Cavanagh, 2018). This include visualisation plan,
identification of problem, strategic plan for implementation of development plan in
company's activities and operations.
 Situational Leadership: - Engagement of individual in a situational leadership is ready
for facing situations and circumstances in an effective manner. This include immense
experience and situation faced through leader which results in personal development to a
higher extent. Moreover, the approach of leadership is more flexible in nature which will
facilitate to provide additional advantage to mould business operation as per strategic
planning.
6. Critical evaluation of different leadership approaches and models of change management
With the implementation of Kotter's eight step strategic and framework leadership
approach, this respective approach is able to achieve organisational objective and goal. For

determining framework, company look to increase efficiency in services of food delivery and
safety of employee(Bohman, 2019). The mentioned approach of leadership in services of food
delivery and workers safety. The mentioned approach of leadership comprise of many advantage
and disadvantage which are as follows-
Advantage
 This encourage objective thinking at workplace which facilitate to ensure efficient
completion of routine operations and tasks.
 This promote clarity as role for performed through an worker in the assigned operations
and tasks.
 This facilitate consideration for each factor and aspect which have a impact on activities
and operations of respective company.
Disadvantage
 This approach of leadership lacks on flexibility to mould business operation as per
particular circumstances or situation. This will be a bit rigid for implementation of
additional changes and strategies in working.
 The strategic leadership implementation approach is quiet costly as compare to other
approach of leadership as this involve restructure on systematic approach for leadership
engaged in market of business enterprise.
CONCLUSION
In the above report, this is being concluded that a business organisation want to be ready
and aware to adapt change in working in order for succeed and survive in a dynamic business
environment. The Covid-19 pandemic results in being a major issue for each business entry.
Referring to discussion done above, this respective organisation initiate effort for increasing
efficiency in services of food delivery and ensure safety for worker. However, allowance of
government and efficient approach of leadership has results in being positive aspect which drive
changes, in continuous threat and losses from spread of virus results for being negative aspect for
same. Furthermore, this include framework and model leads to an efficient change which
facilitate respective organisation for implementation of change in an effective manner.

REFERENCES
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