Analysis of Managing Change in Organisations: A Morrisons Case Study

This report provides a detailed analysis of change management within organisations, utilizing Morrisons as a case study. It begins by defining the nature of change processes and identifying key indicators, followed by an examination of key stakeholders and how senior management identifies and manages areas of support. The report then delves into a personal evaluation of the effectiveness of the change process in terms of knowledge management, tracking, and migration, justifying conclusions based on implementation and outcomes. Furthermore, the report compares and contrasts two change management models that assist senior managers in diagnosing and planning change, exploring their role in underpinning the success of such processes. The analysis covers the practical application of Kotter's 8-step change management model within Morrisons, focusing on the company's adaptation strategies in response to the COVID-19 pandemic, including technological upgrades, changes in task structures, and people-oriented adjustments. The report also discusses how Morrisons managed resistance to change by engaging with employees and customers, utilizing protective measures, and implementing efficient payment systems to improve customer satisfaction and operational efficiency. Finally, the report concludes with an overview of the key findings and recommendations for effective change management.

Managing Change in
Organisations

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
Determining nature and key indicators of change processes in organisational context..................3
Identify key stakeholders & how senior management identifies the main areas of support & were
they managed explain briefly...........................................................................................................6
Discuss from own experience and evaluate how effectively change process was managed in
terms of issues, surrounded knowledge management, knowledge tracking & knowledge
migration. Justify conclusions in both implementation of process & outcomes achieved. ...........8
Compare & contrasts two models that assist senior managers to diognose & plan change in their
entity. Also, examine role in unpinning success of such processes ................................................9
CONCLUSION...................................................................................................................................11
REFERENCES...................................................................................................................................12
Books & Journal:...........................................................................................................................12

INTRODUCTION
In business sector, market is flexible and which gives rise to change. It is important to
focus on change and be aware so that organisational activities are carried out in proper manner.
Main aim of this report is to critically understand the importance of change in organisation. So, this
report is based on Morrisons in which is have worked during my training & internship(Blanco-
Portela and et. al., 2017). Morrisons, a supermarket chain located in U.K. Firm deals in daily
consumable items, groceries products etc. It also has many competitors such as Tesco, Walmart,
Sainsbury etc. This report comprises of nature of change process, key stakeholders, issues in
managing change and comparison of two models & their success.
MAIN BODY
Determining nature and key indicators of change processes in organisational context
Change in organisational processes come with management of actions taken by companies
for adapting to the dynamic internal or external environment of market industry. There are a variety
of challenges that leads a business to evolve and change management consisting of change in
technology, new competitors entry, internal processes,corporate hierarchy or any uncertain
condition occurred. In context of Morrisons, a well established supermarket brand having huge
chains of distribution globally also came up with some adaptive and transformational changes after
the COVID-19 impact discussed below:
To determine challenges and nature of organisational change processes
Change management is a process of sequential steps based on change in activities within
chosen organisation. The alteration in old methods and aims affect past equilibrium of company.
Technological change: Innovation in various ways of doing things such as production, data
processing , decision making and problem solving procedures requires in old functioning of chosen
entity (Gasim, 2019). Morrisons too introduced better computer and CRM systems for exercising
control over operations and managerial planning.
Task related change:For continuing with operating a new technology, tasks are to be
defined systemically. These may include training employees to adapt to innovation through high
work motivation internally and improvement in quality of performances.
Structure related change:As new tasks are created as per changes in chosen company, the
hierarchy levels and from of structure also has to be modified for timely achieving of goals and
objectives set. Morrisons also executed line staff changes in functional authorities responsible for
specific work tasks.
People oriented changes: Such changes consist of skills and behaviour of employees and

customers connected with an origination. The chosen enterprise too started recruiting young
freshers with a B. Tech background having basic knowledge of information technology and science
that help them adapt easily to the automation systems operated by company.
Case study - Morrisons
In relevance to Morrisons, the coronavirus crises highly affected the demand and buying
preferences of consumers. People started fearing standing in long queues avoiding close
interactions. The consumers shopping also changes as people returning from their work preferred
fast payments (Higgins and et. al., 2019). Technology up-gradation and rise in artificial intelligence
also made a lot of people work from home reducing the number of customer visits at the
supermarket outlets. Also , employee turnover started to rise with a lot of migrant employees
leaving for their home town ensuring safety. Manager of company assure that appropriate changes
are being adopted within enterprise so that positive outcomes are achieved.
Kotter's 8-step change management Model
This model helps organisation adapt to change by utilizing experience of employees during
modification made helping company reduce resistance following eight steps mentioned as:
Creating sense of urgency: It is important for company to really want the change.
Identification of threats for developing a scenario of dynamic changes and what opportunities can
be driven from them is important for company to get support from consumers, stakeholders and
investors in industry (Huffington, 2018). Morrisons therefore by the help of above case study
analysis immediately announced the need of social distancing and fast payments in market for
increasing effectiveness in customer shopping.
Build a powerful coalition: Building an effective team of leaders supporting organisational
decision of change is important for influencing people in society you are doing business. Morrisons
too supported the vulnerable people in form of charity, care homes through its salvation army team
distributed large volume of food. By such an initiative they also introduced affordable food service
delivery to customers online . The service made secure deliveries at customers doorstep making it
more convenient fro local communities to order safely from home.
Strategic vision formulation: In context of Morrisons, the main vision to start services like
protective screen technology, online payment systems , doorstep deliveries and pharmacy services
launch was the healthcare and time saving of customers visiting the company site.
Communicating the vision: The vision of change management of chosen enterprise was done
through various advertising campaigns organized online over social media, Instagram, COVID-19
awareness programs on a consistent basis.
Removal of barriers and obstacles: Before execution of a vision, one needs to do proper
market analysis and take customer feedbacks to make the new plans & technology work according

to set objectives of company. In a perfect competition, Morrisons took regular surveys to know
weather their new technologies of quick payment and social distancing benefited its consumers
positively or not.
Formulate short-term wins: Setting of small targets for accomplishing a long term broader
goal is essential for smooth functioning of company operations. Morrisons have set up
differentiated counters of fish & meat being customer favourites for instant takeaway services in
around 52 shops till now (Kitchin, 2017). Also make your own meal counters are to be organized
for safety measures and maintaining social distancing at workplace.
Accelerate change building: The changes introduced needs to be implemented too and
therefore manager should know the initial change projects are failing or executing successfully for
further actions to take place. If more than one product is launched , the current system too has to be
modified accordingly. In relevance to Morrisons, after introducing acrylic screens for contact less
checkouts and payment by customers visiting at stores , feedback from consumers were taken about
weather the initiative was actually performing well for them or not.
Anchor change in company culture: Sticking to the plan help the employees too adapt
easily to the dynamic changes taken place in working environment. The staff working at Morrisons
was observed to learn effectively use of payment dashboards through practical trainings given to
them regularly (Lewis, 2020). Leaders appointed by managers to direct staff members made sure
they talk about progress and growth opportunities to every individual in form of success stories,
contributions of previous leaders etc. to motivate them in adapting to corporate culture.
In relevance to chosen corporation, Morrisons came up latest changes including self-scan
automatic checkout systems fro staff & instant shopping, service of takeaways from worldwide
outlets of company, opening yup of speciality food counters maintaining social distancing for
customers, individual food counters, pharmacies with face visors etc. The contactless checkouts
screens of Morrisons proved to be beneficial for both employees and customers visiting its stores
giving positive feedbacks about the quick system (Lozano, Nummert and Ceulemans, 2016). Also
people wanting top have delicious food working from home anytime made it possible through
timely takeaway & delivery services. Through adopting of these changes makes it easy for firm to
deal with competitors in appropriate way. Furthermore, it is also examined that proper decision
making is needed to achieve objectives.
Identify key stakeholders & how senior management identifies the main areas of support & were
they managed explain briefly.
In enterprise, stakeholders are important part of business without which decisions cannot be
undertaken in proper manner. Stakeholders are to be defined as party or individual who has interest
in firm. It is critically important to have access to key stakeholders as they help in providing

relevant information to business & its people. Moreover, they are too responsible for managing
risks & project constraints (Mattaar, 2018). Further, more engagement is being carried out with
stakeholders, more easily entity is able to examine this risk within business activities. It is main
reason Bentley focus on their stakeholders and potentially fulfil needs as well as demands in
appropriate way. Basically there are various types of stakeholders within a firm such as employees,
customers, investors, suppliers etc. In relevance of Morrisons, key stakeholders are described as
follows-
Customers-
Customers are major stakeholders of Morrisons as they are have interest in gaining of
products with high quality at affordable prices. It is crucial to make assure that customers are
important part as they are responsible for generating profit to business. In context of chosen entity,
they have invested in safety tools & quality management system to protect customers from ongoing
pandemic situation. By fulfilling their needs & demands, entity find it easy to achieve trust of
customers in proper manner. Focusing properly on customers is essential as it help entity in
developing their marketing activities.
Employees-
Employees are to be also considered as crucial stakeholders as they help in achieving of
higher productivity at workplace. Subordinates interest is in receiving higher wages, appraisal, to
achieve higher growth & development (McDermott and Conway, 2016). In relevance of Morrisons,
they make ensure that appraisal is being given to employees within six or eight months so that
subordinates get motivated.
Investors-
Investors are also known as key stakeholders as because their interest in business is
gaining higher ROI. With this aim, they invest in business so that higher rate of interest is achieved.
In viewpoint of selected entity, they have been providing a good amount of ROI to investors &
which also increases their goodwill in eye of other people.
Analysis of senior management on change
Senior management in organisation have important roles as well as responsibilities as
accordingly work is assigned to them and by them at workplace. In reference of Morrisons, senior
management have identify the change as by scanning market environment as well as customer
analysis in which they examine that customers had to wait for longer time period & to overcome
this issue they introduced protective acrylic screen at checkouts, as it reduces the queues & waiting
of customers at stores.
The senior management in which manager & directors of Morrisons took this decisions to
help customers while at checkouts. It leads to a positive effect on company's goodwill. Furthermore,

it was analysed that this resistance to change was managed ideally as customers were in favourable
of this change & also it provided a a new innovation within supermarket. It is essential for entity to
manage changes which has been identified as it assist in achieving of common desired goals within
time interval (Nirmal, 2016). Moreover, this is stated that these protected screen were first placed at
few stores then after gaining positiver feedbacks from customers, screens were placed at larger
scale.
By properly engaging with employees, carrying out communication effectively, it was easy
to manage resistance to change by senior management. Further, brainstorming sessions & group
discussions was being carried out by manager which help in managing accessing to perception of
individuals who were against the change. It helped entity in achieving of positive feedbacks
regarding change.
Diognosing the change-
It is a first step in which main problem is being identified and cause of problem is examined
properly so that it is easy proposed a solution for a problem. Morrisons have been also a identifies
the problem which is customer has to wait for longer period. Also, due to ongoing COVID 19,
customers were focused on maintaining social distance.
Planning change
After recognition of problem, then comes next phase in which how to deal with problem
and then do planing is to be done. Planning for change is crucial as it assist in development of
change in effective manner. It is systematic process which is needed to be carried out in most
efficient manner (Rusack, 2018). In relation of selected corporation, they too do planning as they
first carry out survey and then change is being actually implemented.
Managing change with stick
It is stage in which main focus is on being stick with change which has been identified &
planning is done. Once changes are being examined it is important to carry out those changes for
longer period of time. Moreover, it is too analysed that managing change with stick is being done
through several ways such as support from leadership, communication that motivated feedbacks,
measuring of process etc. Further, it has been also analysed that with correct evaluation of changes,
is easy to be be stick with changes for longer period.
This has been examined that it is necessary to have relevant knowledge about stakeholders
& their impacts so that it is easy to make decisions within business sector (Taylor, 2019).
Morrisons, scan the environment in both internally & externally which assist them in development
managing change in business effectively.

Discuss from own experience and evaluate how effectively change process was managed in terms
of issues, surrounded knowledge management, knowledge tracking & knowledge migration.
Justify conclusions in both implementation of process & outcomes achieved.
In Morrisons, I worked as marketing executive for one year and I analysed many new things
within company. Also, I too examined that in management & store of company there were need of
changes which was crucial to be adopted for carrying out work in effective manner. As from
analysis of case study and Kottler change model process I have analysed that change was carried
out in effective way (Truong and et. al., 2020). Knowledge management includes tactics, strategies,
that were used by Morrisons to implement the change. Also, it help in understanding concept of
change in appropriate way. Further, knowledge migration is being also focused in which
knowledge is moved into lightening knowledge. In relation of selected entity it is seen that when
change process was carried out several issues were faced which are discussed below-
Employees resistance- When change was identified, it was seen that when manager
communicate change to employee, they denied it because new technology was to be introduced &
many subordinated were against this new system. Employee resistance makes it difficult for
organisation to carry out change for further process. It is most common issue which is being
encountered as they are first one who deny new changes in enterprise.
Handling team members- It is another issue which was faced by Morrisons. As, when to
use protective screen at checkouts, skilled subordinated with information & technology knowledge
were required & it was not easy for managers to manage team members with both IT & non IT
knowledge. This has been also examined that handling time members with new changes is time
consuming process.
Conflicts between employees at workplace- This is also an issue which was faced at time
of implementation of change process. In enterprises conflicts often arises due to internal or external
factors. It is essential to manage these conflicts so Morrisons find it difficult to achieve common
desired goals because of conflicts between team & members due to different ways of working ideas.
Therefore, discussed paragraph shows that it is crucial to be aware about changes so that it is
easy to achieve changes in effective manner. Thus, it is concluded that implementation of change
has been a difficult process for Morrisons. Further, it is too analysed that managers measure the
performance of change & which helps them to achieve positive outcomes. Issues which were
encountered by entity has been explained which reflects that change process is not easy task to be
carried out.

Compare & contrasts two models that assist senior managers to diognose & plan change in their
entity. Also, examine role in unpinning success of such processes
Diognose and plan change in entity is time consuming process for which it is essential to
adopt models on basis of which it is easy to carry out changes in appropriate manner. So, two
models have been discussed as follows-
Lewin change model
It is change model which was proposed in 1950's by psychologist Kurt Lewin. Main aim of
this change model is that it help people in coming out from their safety Zone and states that change
is essential part of life. In context of chosen entity, they too focus on development of change &
encounters three stages & are mentioned below-
Unfreeze- It is first stage in which individuals resist to adopt the change. In viewpoint of
Morrisons, when new change at checkout systems were introduced, employees deny it as there find
traditional way of checkouts more effective. This was main problem which increases the need for
change.
Transition- It is next stage in which entity actually take change into process and ensures
that it is carried out in appropriate way. In relation of Morrisons they started taking feedback from
customers & initiate the change at their store.
Refreeze- It is last stage in which entity assures that company adapts the change & become
stable again & manager of Morrisons ensures that new change which is protective screen are being
used for future long time.
McKinsey 7- S model-
It is a type of model which is used by enterprises to implement strategies for new changes
which are adopted by organisation (Waddell and et. al., 2019). According to this model, it states
that it is an effective model which is adopted for carrying out changes appropriately. It comprises
of several components which are explained below-
Strategy-
It is first component in which tactics or set of actions are carried out to gain competitive
benefits. Without focusing on strategy it is not possible to implement change. So, in relation of
Morrisons, they uses differentiation strategy within their business.
Structure-
In this element, it depicts that manner in which business activities are carried out. It reflects
that which individual is accountable to whom. Also, in when change in store of Morrisons were
implemented responsibility & accountability of staff too changes.
System-

It is another component in which it states that how procedures are being carried out &
decisions are being made. In relation of selected entity, when change were processed, managers &
leaders were responsible for making decisions. As, they too were responsible for managing how
change in protective screen is to be done.
Skills-
These refers to abilities of a person that reflects the performance of individual in
organisation. It is important to examine skill so that it is easy to manage change which has been
adopted. In relevancy of chosen firm, employees with ICT skill are few & makes it difficult for
entity to adopt change.
Staff-
In this element, it depicts that how many subordinates are present in organisation. In context
of selected entity, they have around 98,619 employees. Staff in company are people who are
responsible for managing & carrying out work in with higher effectiveness.
Style
It is an element in which it depicts process in manner in which entity is being managed by
managers, how interaction is being done, actions which are being taken. In relation of selected
entity, their have unique style of carrying out their actions on basis of which change is adopted
properly.
Shared value-
In this element, it states norms and guidelines that reflects behaviour of subordinates &
entity's actions. In relation of selected entity, they also have shared values as employees within
enterprise work with mutual coordination & cooperation. So, when change is implemented it is
easy to be achieve common desired goals.
Therefore, it is analysed that both models are effective as they help in carrying out changes
appropriately. Furthermore, by comparison of these models, it is seen that Kurt Lewin change
management model is most appropriate model which is to be focussed while initiating change.
Thus, it is crucial to use this model so that objectives are achieved in proper manner.

CONCLUSION
After a brief analysis of above report, it is concluded that it is crucial to apply changed in
business so that competitive advantage is being achieved in proper manner. So, discussions have
been made about concept of change, Kottler process, stakeholders & analysis, managing of
changing ideally and comparisons of two models. It have been examined that market situations
changes with time which makes it necessary for businesses to adopt the changes in efficient way.
Also, in retailing sector changes are meant to be occur that are beneficial for growth & development
. So, scanning of environment is to be done in correct way.

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