Analysis of Managing and Leading Strategic Change at SingTel

This report provides a detailed analysis of strategic change management within Singapore Telecommunication Ltd. It begins with an introduction to the dynamic business environment and the need for change in the telecommunications sector, specifically focusing on Singapore Telecommunication. The report examines the company's background, highlighting challenges such as employee turnover, de-motivation, lack of effective leadership, technological limitations, and customer dissatisfaction. It identifies key drivers for change, including increasing employee turnover, employee de-motivation, lack of effective leadership, lack of technological intervention, and increasing rates of customer dissatisfaction. The study then explores three key areas of change: management policy, leadership policy, and technological intervention, and how these changes can impact the organization's operations. The report emphasizes the importance of reward and recognition policies, multilingual competency, and agile work environments. Finally, it critically appraises key findings on management and leadership responses, evaluates theoretical approaches, and concludes with recommendations for successful strategic change implementation. The report underscores the importance of adapting to market changes and fulfilling customer needs through effective management and leadership strategies.

Running head: MANAGING AND LEADING STRATEGIC CHANGE
Managing and Leading Strategic Change
Name of the Student
Name of the University
Author’s Note

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Table of Contents
1. Introduction:................................................................................................................................2
2. Background of the chosen organization:.....................................................................................2
3. Drivers for changes to influence on and impact on organizations’ operations............................3
3. Three key areas of changes that the managers and leaders can respond on key aspects.............7
4. Critically appraise of key findings on management and leadership responses in relation to
change forces along with evaluating theoretical approaches...........................................................9
Conclusion:....................................................................................................................................12
Reference List:...............................................................................................................................14

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1. Introduction:
With the dynamic change of business environment, various business industries available
in the market tend to render changes in the overall procedure of business conduction. With the
dynamic trend of market, the needs and demands of the customers are changing gradually.
Therefore, the business experts have to implement changes within operations so that customers
needs and demands can be fulfilled. This very specific study has focused to select
telecommunication sector in order to make in-depth analysis on how the business experts in this
sector have implemented change management for overcoming major issues. Singapore
Telecommunication Ltd is chosen for this study in order to analyze the drivers of change
management and its consequence after implementing changes. Singapore Telecommunication
Ltd., which is primarily recognized as one of the most prestigious broad brand enterprises in the
market of Singapore (worldteleport.org 2018). This particular brand can be considered as one of
the most recognizable medium enterprises all over Singapore. In this very specific study, the
author has identified three major areas where the organization needs to render change for
fulfilling customers’ needs and demands. At the same time, the business exerts have
implemented some effective change management theories as well based on which the business
experts can easily lead their business towards achieving success.
2. Background of the chosen organization:
Singapore Telecommunication Ltd. provides effective portfolio of communication and
technology, which delivers services like broadband connection, cable connection of television,
cloud computing and cyber security services and so on. After evaluating data of last two years, it
has been observed that the business experts of Singapore Telecommunication Ltd. are facing

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challenges in maintaining their organizational image and reputation (Ahmad, Wynn and
Clarkson 2013). From the initial journey of this organization, the business experts did not have
any proper management hierarchy. As a result, the organization is unable to follow a systematic
management policy while dealing with the internal stakeholders. In this kind of situation, the
employees are getting de-motivated in performing well. In addition, technological innovation has
also been rendered within organization due to which the business experts can give a constant
market threats. It has been observed that the organization was suffering immense challenges in
running their business properly due to poor leadership structure followed within organization
(Busse, Aboneh and Tefera 2014). However, this very specific study has focused to make
detailed overview on how Singapore Telecommunication Ltd. needs to render an effective
change within organization based on which the business experts can regain their organizational
image and reputation.
3. Drivers for changes to influence on and impact on organizations’ operations
After evaluating data of last two years of Singapore Telecommunication Ltd, it has been
observed that ample of reasons are there for rendering a change within their business. In this very
specific part, some of the major drivers have been critically evaluated with the help of which it
can leave immense impact in organizational success.
 Increasing rate of employee turnover:
It has been observed that Singapore Telecommunication Ltd. in their management policy
does not follow any specific plan for retaining their employees towards services. The business
experts are very much reluctant in encouraging the employees towards providing their best
services (Jones 2013). It has been observed that the service providers associated with this

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company had to follow rotational shift hour. Rotational shift highly de-motivates those
employees who are not very accustomed with night shifts. On the other hand, it has also been
found that communication had become a major barrier due to which managers and employees
could not interact with each other properly. The business managers of Singapore
Telecommunication Ltd do not have multi-language competency with the help of which they
can make an effective interaction with each other. As a result, a huge communication gap has
made a negative impact on the mind of employees (Epstein 2018). In this kind of situation, the
employees have showed their reluctant attitude in performing well towards the services. On the
other hand, it has also been observed that Singapore Telecommunication Ltd is facing huge
employee turnover, which ultimately leaves negative impact on the mind of customers.
 Employee de-motivation:
Employee de-motivation is one of the most effective factors that have been raised within
Singapore Telecommunication Ltd. Employees are not getting any motivation from the
company so that they like to survive. Employees have acknowledged that Singapore
Telecommunication Ltd is not following any kind of rewards and recognition policy within
organization that can immensely motivates the employees in performing well towards the
services (Cummings and Worley 2014). In addition, it has also been observed that employees
belonging to other cultural and religious background are facing immense challenges in
communicating with the business managers due to language barrier as well as cultural barrier.
However, this very specific study has focused to make detailed overview about the impact of
employee de-motivation on the overall success of business.
 Lack of effective leadership style:

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Singapore Telecommunication Ltd was unable to follow proper leadership style at their
workplace. The business managers as their managerial policy intends to follow autocratic
leadership style with the help of which employees do not get enough scope in sharing their
personal opinion (Rosemann and vom Brocke 2015). It has also been observed that managers
tend to impose their own decision on the employees. Lack of proper leadership style at the
workplace ultimately deteriorates the performance level of employees. If the leaders fail to direct
the employees proper, the organization has to face immense challenges in achieving
organizational success. The same thing happened in case of Singapore Telecommunication Ltd.
The leaders associated with this organization are not very professionally competent which can
motivate the employees in achieving the peak of success (Sharma, Mithas and Kankanhalli
2014). However, it is found that employees of Singapore Telecommunication Ltd are not very
dedicated in providing their best endeavour towards services. As a result, this kind of lack of
performance level is degrading the overall business image and reputation in the overall industry.
 Lack of technological intervention:
It has been identified that in the era of advanced technology the business operations of
Singapore Telecommunication Ltd should render intervention of new technology. However, it is
observed that the organization is still restricted in using 4G while the World has already
introduced 5G data. However, due to the lack of technological advancement the company is
receiving constant threats from its competitors (Doppelt 2017). As a result, business experts have
to face innumerable challenges in maintaining organizational glory and reputation. However, in
order to run a telecommunication industry effectively the business experts would have to train
the stakeholders for being technologically advanced.

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 Increasing rate of customers’ dissatisfaction:
Singapore Telecommunication Ltd is one of the most recognizable medium enterprises
in the telecommunication industry of Singapore. It has been suddenly observed that the
profitability of this organization suddenly fell drastically due to ample of management loopholes
identified by the organization (Rice 2013). It has also been observed that the number of target
customers have been reduced drastically due to the immense rate of customer dissatisfaction.
However, in last two years it has been observed that the market share of Singapore
Telecommunication Ltd has been immensely affected. As a result, the organization as a whole
has lost their immense glory and reputation.
Influence on organizations operations:
However, these specific identified loopholes have left major negative impact on the
overall image and reputation of business. The business experts of Singapore
Telecommunication Ltd are unable to retain customers. Issues within management policy have
ultimately de-motivated the employees in improving their level of performances (Booth 2015).
On the other hand, it has also been observed that people have to face immense challenges in
surviving within the industry without being motivated. As a result, the entire business operation
is getting highly affected due to the lack of employee performances. This very specific study has
focused to make detailed analysis about the importance of making effective management policy
to maintain business sustainability in market (Johnston and Marshall 2013).
After evaluating the entire study, it can be stated that the business experts are very much
reluctant in encouraging the employees towards providing their best services. It has been
observed that the service providers associated with this company had to follow rotational shift

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hour. Rotational shift highly de-motivates those employees who are not very accustomed with
night shifts (Purce 2014). In addition, it has also been observed that employees belonging to
other cultural and religious background are facing immense challenges in communicating with
the business managers due to language barrier as well as cultural barrier. The leaders associated
with this organization are not very professionally competent which can motivate the employees
in achieving the peak of success.
However, it is found that employees of Singapore Telecommunication Ltd are not very
dedicated in providing their best endeavour towards services. However, due to the lack of
technological advancement the company is receiving constant threats from its competitors. As a
result, business experts have to face innumerable challenges in maintaining organizational glory
and reputation (Beringer, Jonas and Kock 2013). However, in order to run a telecommunication
industry effectively the business experts would have to train the stakeholders for being
technologically advanced. On the other hand, it has also been observed that people have to face
immense challenges in surviving within the industry without being motivated.
3. Three key areas of changes that the managers and leaders can respond on key aspects
After evaluating all necessary drivers of changes, Singapore Telecommunication Ltd has
focused on rendering a major changes on their key specific areas. The areas include management
policy, leadership policy and technological intervention (Meihami and Meihami 2014). It
however cannot be denied that after changing these identified areas the business experts can
easily resolves the issues faced by the organization in current market.
Management policy:

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In the management policy of Singapore Telecommunication Ltd, some of the major
changes have been introduced which ultimately motivates the stakeholders in being part of this
organization. Singapore Telecommunication Ltd has rendered reward and recognition policy
based on which employees’ efforts and endeavour will be highly appreciated. On the other hand,
it has also been observed that employees who had major issues with rotational shifts would not
show any reluctance in following rotational shift hour (Hickman and Silva 2018). The business
managers need to have multilingual competency. As a result, employees having language barrier
would not have to face challenges in communicating with the managers. Automatically, both the
managers and the employees would be able to share a good bond. Moreover, the management of
Singapore Telecommunication Ltd has decided to introduce agility at the workplace. Agile
work environment is very much flexible for all the existing employees in order to survive at the
workplace. Employees are not bound to make their sitting arrangement as per the instruction of
business leaders (Lambert and Davidson 2013). They can make their own friend circle at
workplace with which employees are flexible to share a good bond. Business environment leaves
major impact on the overall productivity of organization.
Leadership policy:
Singapore Telecommunication Ltd has faced major issues in their leadership policy as
well due to which employees did not get proper direction in meeting the business goals.
However, the business experts have decided to render a huge change in the overall management
policy. Singapore Telecommunication Ltd previously followed autocratic leadership style with
the help of which employees were strictly instructed to follow management policies (Alvesson
and Sveningsson 2015). This particular reason extremely de-motivated the employees in
performing well towards services. In order to overcome this kind of situation, Singapore

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Telecommunication Ltd has rendered a change by implementing participative form of leadership
style at the workplace. Participative leadership style implies the employees in sharing their views
and thoughts regarding business success (Hornstein 2015). The employees are not imposed
managerial decision. As a result, employees do not have to hesitate in sharing their good bond
with Singapore Telecommunication Ltd managers.
Technological intervention:
The business experts of Singapore Telecommunication Ltd can render 5G within market
to bring fast internet accessibility. On the other hand, the business experts can implement big
data within business operations so that company database can be maintained with chronological
order (Boons and Lüdeke-Freund 2013). Human mind would not have to put enough effort in
order to provide effective data and information towards the business services. Big data analysis
is effective enough in providing real financial data to the managers which enables them to
analyze organization’s market position.
4. Critically appraise of key findings on management and leadership responses in relation
to change forces along with evaluating theoretical approaches
Apart from changing management policies and strategies within workplace Singapore
Telecommunication Ltd needs to implementing some of the most effective change management
theories or motivational theories so that the employees can intend to perform well towards the
services.
Change theory:

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Lewins’ Change management model is primarily constituted with three major stages.
Lewins believes that organization should never render a sudden change within organization.
Sudden change may bring a negative impression on the organization (Reason 2016). Moreover,
employees may not be suited with new changed policy. In order to overcome this situation, the
business experts need to follow three major stages which are as follows:
 Unfreeze:
In the very first phase, the business experts have to realize that organization needs to
brings changes for maintaining their business sustainability. The managers tend to identify the
specific areas where changes need to be done. On the other hand, the various consequences of
changes has also been evaluated in this specific phase (Cameron and Green 2015). In case of
Singapore Telecommunication Ltd, the business experts have identified three major areas.
It has been identified that the business experts are very much reluctant in encouraging the
employees towards providing their best services. It has been observed that the service providers
associated with this company had to follow rotational shift hour. Moreover, Singapore
Telecommunication Ltd is not following any kind of rewards and recognition policy within
organization that can immensely motivates the employees in performing well towards the
services (Trkman 2013). Therefore, the organization should bring several changes for
maintaining their organizational glory and reputation.
 Change:
In this very specific stage, the identified areas have been changes so that organization can
regain their business image and reputation. In case of Singapore Telecommunication Ltd,
Singapore Telecommunication Ltd has rendered a change by implementing participative form

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of leadership style at the workplace (Goetsch and Davis 2014). Participative leadership style
implies the employees in sharing their views and thoughts regarding business success. Singapore
Telecommunication Ltd has rendered reward and recognition policy based on which employees’
efforts and endeavour will be highly appreciated. The business experts of Singapore
Telecommunication Ltd can render 5G within market to bring fast internet accessibility.
 Refreeze:
Refreeze is the last stage where the business experts have to evaluate whether the
implemented change is effective for the organization or not. In this very specific phase, the
business experts have to make a crucial decision whether the implemented change should be
continued within business process or the business experts need to go back to old business
strategy (Stark 2015). If the changes leave positive impact on the overall organizational business,
the executives intend to continue with that strategy and policy.
Leadership theory:
In order to implement effective leadership theory within business Singapore
Telecommunication Ltd needs to follow Maslow’s Hierarchy of Needs theory. This particular
theory believes that while motivating and encouraging the employees the business experts need
to focus on some of the important stages, which include self-actualization, esteem needs,
belongingness, safety needs and psychological needs. In the phase of self-actualization the
business experts need to evaluate the potentiality of every employee and motivates them towards
success (Hornstein 2015). Esteem is the phase of providing respect and dignity to those
employees who are not getting proper self-respect from managers. While working within a

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workplace safety is highly important to retain employees. In case of any kind of health hazard
happened at the workplace the business experts have to take entire responsibility to that
individual employee. Psychological need is one of the most important parts of emotional
intelligence skill without which the employees are unable to survive at the workplace (Reason
2016). Emotional intelligence skill believes that employees should be treated with proper
emotion. In quest of meeting business targets and objectives Singapore Telecommunication Ltd
should never pressurize the employees for meeting targets.
Conclusion:
After analyzing the entire study it can be concluded that this very specific study has
identified three major areas where the organization needs to render change for fulfilling
customers’ needs and demands. From the initial journey of this organization, the business experts
of Singapore Telecommunication Ltd. did not have any proper management hierarchy. As a
result, the organization is unable to follow a systematic management policy while dealing with
the internal stakeholders. However, this very specific study has focused to make detailed
overview on how Singapore Telecommunication Ltd. needs to render an effective change within
organization based on which the business experts can regain their organizational image and
reputation. The business experts are very much reluctant in encouraging the employees towards
providing their best services. It has been observed that the service providers associated with this
company had to follow rotational shift hour. On the other hand, it has also been observed that
Singapore Telecommunication Ltd is facing huge employee turnover, which ultimately leaves
negative impact on the mind of customers.

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In addition, the employees have acknowledged that Singapore Telecommunication Ltd is
not following any kind of rewards and recognition policy within organization that can immensely
motivates the employees in performing well towards the services. In addition, it has also been
observed that employees belonging to other cultural and religious background are facing
immense challenges in communicating with the business managers due to language barrier as
well as cultural barrier. As a result, the entire business operation is getting highly affected due to
the lack of employee performances. This very specific study has focused to make detailed
analysis about the importance of making effective management policy to maintain business
sustainability in market. In addition, it has also been observed that employees belonging to other
cultural and religious background are facing immense challenges in communicating with the
business managers due to language barrier as well as cultural barrier. The leaders associated with
this organization are not very professionally competent which can motivate the employees in
achieving the peak of success.

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