Integrated Management Project: Change Management Analysis of Oman Air

This report presents a comprehensive analysis of change management strategies for Oman Air, the national airline of Oman. It begins with an executive summary outlining the report's focus on implementing change management models, specifically Kotter's 8-step model and Lewin's Change Management Model, to address challenges and enhance profitability. The report provides an overview of Oman Air's organizational background, industry context, and identification of key problems, including challenges from low-cost carriers and maintaining consistent profitability. It details the application of analytical tools, the action plan, and recommendations for improvement. Furthermore, the report includes a critical review of the aviation industry in Oman, addressing general problems such as safety, sustainability, and financial stability, along with specific issues faced by Oman Air. The justification for selecting the change management models, their usefulness, and concluding recommendations are also thoroughly discussed, offering insights into strategic management within the aviation sector.

Running head: INTEGRATED MANAGEMENT PROJECT
Integrated Management Project
Name of the student
Name of the university
Author Note:

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Executive Summary
The following report has been prepared to highlight the change management in Oman Airlines.
The report provides a detailed overview of the current state of the management of Oman Airlines
and the change management process that the organization plans to implement in the business.
The management of the organization has taken the help of the 8 step Model formulated by Kotter
and the Change management Model formulated by Lewin to necessitate changes in the
organization. The need for the change and the ways by which the change is implemented has
been described in the following project. Apart from the organizational background a critical
analysis and the justification for the selection of the specific change management models has
also been provided in the following assignment. The critical review of the literary articles has
helped to analyze the topic in a much better and efficient manner. Such a review has also helped
the organization to verify the change management processes through a different angle.

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Table of Contents
Introduction......................................................................................................................................5
Analysis...........................................................................................................................................7
Organization Background............................................................................................................7
Industry Context..........................................................................................................................9
Identification of Problems.........................................................................................................11
Tools for Analysis......................................................................................................................12
Utilization of Tools for Analysis...............................................................................................14
Action Plan................................................................................................................................15
Recommendations for Action Plan............................................................................................17
Evaluate and analyze the effectiveness of the Theory...............................................................17
Critical Review..............................................................................................................................18
Aviation Industry in Oman........................................................................................................18
General problems in Aviation Industry.....................................................................................20
Safety.........................................................................................................................................20
Sustainability.............................................................................................................................21
Environmental Sustainability.....................................................................................................21
Financial sustainability..............................................................................................................22
Problems in Oman Air...............................................................................................................22

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Models implemented to tackle the problems.............................................................................23
Justification for the choice of the Models..................................................................................24
Usefulness of the Models...........................................................................................................24
Conclusions....................................................................................................................................27
Recommendations..........................................................................................................................29
Reference List................................................................................................................................33
Bibliography List...........................................................................................................................37

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Introduction
The following project is based upon the management of the business in a proper and
efficient manner. The marketing management of an organization has been discussed in detail in
the following project. Project Integration Management is considered to be the knowledge area
that is exclusively for use by the managers of the project. The integration of the project will
include the main ways and the tasks needed for the identification, definition, combination,
unification and coordination of the different kinds of activities related to project management.
This includes characteristics of unification, consolidation, articulation and integrative actions. In
any specific organization there are specific people designated for the management of the
different kinds of projects. The business analysts in the company can be named as such a few of
them who have the tendency to consult with the managers and the supervisors and manage time
and other specific activities to ensure smooth flow of the business (Kotter and Schlesinger 1989).
The following report has discussed the managerial projects that are generally executed by the
management of the selected Company.
Oman Air is the selected company in this report. The report aims to find out the ways and
the processes that are used by the management of Oman Air to ensure maximum profitability for
the business. However, the main concern for the management of the mentioned Airlines is to
consolidate the gains and to ensure the presence of sustained profitability and continuous growth
in the future. The airline has faced numerous challenges especially from a large number of full
service as well as low cost Airline operators (omanair.com 2018). The latter especially has been
a throne in the success of the business as the low cost carriers offers huge subsidies to the
consumers and has made flying a very cheap affair. Such business strategies have led the

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company to move down the ladder in terms of occupancy rates and popularity. The absence of
any positive action by the management of Oman Airlines to improve the following case for the
coming days can thus lead to the failure of the organization.
The aim of the project is thus to ensure the different problems that are faced by the
organizations. The main problem that will be discussed in this particular project is the problem of
not being consistent with the profitability of the company (Kotter and Schlesinger 1989). The
company generally fails to keep up with the globalized market and thus suffers from not being
capable of being updated about the skills and strategies needed to be the best in the highly
competitive market of the globalized world. The report will achieve the aims by applying
different theories and frameworks that can be implemented by the organization to make Oman
Air one of the best Airline Organizations of the Middle East. The rise of the passenger traffic
with the passage of each and every financial year has led to the huge increase of a number of
different Airlines and other Airline related companies that have the aims to serve the growing
number of passengers.
The management of the company also has the aims to control and regulate the safety,
security and provide a proper environment in the aviation sector. It also has the responsibility to
deliver services related to Air Navigation and also ensure the presence of better air connectivity
that helps to better serve the general public and the civil aviation industry in a proper manner that
is effective enough to ensure cost savings (omanair.com 2018). A new trend of Low Cost
Carriers have taken off its wings which clearly focus on providing low cost and in some cases
even ultra low cost Airline travel fare to the passengers so that they can have both a fast as well
as an efficient journey. The rise of the low cost carriers and other modern Airlines has resulted in
a sharp decline in the number of passengers who travelled with the company. The report will

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cover the detailed analysis of the company along with a brief yet compact history. Apart from
this the critical review of the literature related to the topic of the project along with the
conclusion and the recommendation of the project has been presented in the report.
The methods of analysis include the implementation of Kotter’s 8 step model that will
highlight the importance of the organization and its business activities. As mentioned earlier, the
organization has the aim to be one of the best Airlines of the Middle East and serve the
customers in a better and efficient manner. The following report thus identifies the readers with
the different types of the processes and the theories that can be implemented to cope up with the
problems of the business and ensure future sustainability.
Analysis
Organization Background
The organization selected in this particular chapter is Middle Easter based Arabic
Airlines, “Oman Air”. The carrier is the National Airlines of the Arab sultanate and is based
upon Muscat International Airport located in Muscat City, the capital city of Oman
(omanair.com 2018). The company established in the year 1993 operates different types and
ranges of flights that include the likes of short hauled Air Taxis and chartered flights and
domestic as well as international air services. The company has been in the list of the Arab Air
Carriers Organization for quite some time now and is a famous and also a large Airline Carrier of
the Middle East countries (omanair.com 2018).
The history of the company acts as an important source of information that facilitates an
easy understanding for the readers about the business enterprise and its origins. The origins of
the company can be traced back to the year 1970 during the launch of the Oman International

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Services. The business organization started from a civil aircraft Carrier at Beit Al Falaj Airport.
The operations of the company were moved to the new terminal airport after the establishment of
Seeb International Airport in Muscat. The management of the company acquired the Light
Aircraft Division of Gulf Air in the year 1977 before the establishment of Aircraft Engineering
Division in the Airport in the same year (omanair.com 2018). The company was officially
established with the name of “Oman Air” in the year 1993 after leasing a number of different
aircrafts from different airline companies. The company slowly started operations to different
local and international destinations to facilitate the growth of the business enterprise in a proper
and efficient manner.
The management of the aircraft company had to face a number of hurdles and limitations
before a formal effort from the Omani Government which saw the recapitalization of the
organization (omanair.com 2018). The recapitalization was done by increasing the shareholding
capacity of the company from a mere 33% to 80%. The management of the company decided to
phase out all of the small aircrafts in its fleet and include wide body aircrafts to enhance its profit
capabilities. Therefore such an initiative made the intention of the company to be a large Global
Airline clear to most of the Aviation industry (Altamony et al. 2016). The organization maintains
a strict Islamic Diet in its flights. The company was the first Airline Company in the globe to
offer both mobile and wifi services on board. With a 50 strong fleet size, the company flies to
over 50 different global as well as domestic destinations in and out of Oman. The slogan of the
company “Modern Vision, Timeless Traditions” is the best example of the sustainability that the
company aims to achieve in the future (omanair.com 2018). The Management of the company
has thus been trying to keep a balance between both tradition and contemporary to ensure a
continuous success between the organizations.

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Industry Context
The international Aviation Industry provides service to virtually each and every corners
of the globe. The Aviation industry is one of the most important parts and plays a crucial role in
the buildup to the global economy. The industry itself is one of the major economic forces. This
is generally determined by means of the different roles it plays and the impacts on related
industries including aircraft manufacturing and tourism facilities. These two industries can get
the positive results of the organizations. There are a handful of industries that generate the
amount of intention and energy like that of Aviation Industry. The industry underwent a huge
technological change in the later part of the 20th century with the manufacturing of jumbo jets
along with the wide body jets that reduced the travel time and increased travel efficiency around
the globe. The increase in the efficiency helped the organizations related to the industry earn
more profits and establish themselves as global business giants. The revolution in the industry
was mainly bought by the administration of USA as the decision to deregulate the functioning of
the Airline Industry turned out to be a game changer (Altamony et al. 2016). The deregulation of
the Airline Industry answered many a questions that were not answered in a proper and effective
manner until now. The cost efficiency, operating profitability and competitive behavior of the
organizations have turned out to be the most dominant issues facing the airline management.
With the US leading the way the deregulation and liberalization has now spread to different parts
and different aviation markets of the world. Technological advances along with strict
Governmental policies also led to less profitability for the different global airlines throughout the
world. Therefore there has been an economic crisis for the industry during the period of
economic deregulation (Kotter and Schlesinger 1989).

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However, the most advanced change in the Aviation Sector is the introduction of LCC’s
or Low Cost Carriers. These carriers are also termed as budget carriers. The following carriers
are called as budget carriers as because most of the traditional services provided by the Airlines
company are not provided to the customers within the fare of the flight, thus resulting in the low
cost of the tickets and much lower comfort levels than the ones provided by the traditional airline
companies. Most of the low cost carriers charges extra for food, priority boarding and luggage
(omanair.com 2018). Such charges are put up by the organization to make up for the lost prices
of the organization. The term low cost carriers are often provided to airlines with a low operating
cost structure than its competitors in the market. There are most of the companies which claims
them to be operators of Low Cost Airlines and advertise themselves in such a manner. On the
other hand, these airlines maintain and operate products that are usually associated with the
traditional mainline carrier services. This in turn increases the operational complexity in the
aviation sector.
Like most of the Arab countries, Oman is turning away from an oil dependent economy
and strengthening itself by means of other sources of income to boost its economy. The major
boost to the economy is being provided by the tourism sector. The restructuring of the aviation
industry of Oman had led to the development of a number of comprehensive standards that
defines and controls the civil aviation sector of the company and governs the air transport
activities of the organization (Wensveen 2018). However, the aviation sector of the company is
still in a building phase and has been trying to restructure itself for ensuring a better and bright
future. Such a transformation can also help the aviation sector of the country to take advance
strides towards future development. The following chapter further discusses about the different
types of the elements within the industry which helps to identify the different problems within

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the management of Oman Air and the possible ways and techniques that are implemented to
tackle the problems in an efficient way.
Identification of Problems
Oman Air like all other Airline Companies has its own set of problems. The organization
faces some common difficulties in the form of organizational misconceptions, mismanagement
and many other similar such problems. As mentioned earlier, the traditional practices in the
aviation sector and the management of the company by traditional ways can have an adverse
effect on the organization. The problem of the company doubles up with the advent of
technology and their implementation by new age companies who are ready to offer the cheapest
price to the customers to capture the market of the Middle East skies. Some of the aviation
experts criticize the management of the company over their slogan of “Modern Vision, Timeless
Tradition”. They believe that the management does not implement and execute any such steps to
support their visionary slogan. Therefore execution and implementation of the so called slogan of
the company remains a distant dream which has made Oman Air look like an ordinary company.
The main problem of the management is the absence of a proper leadership which makes
the company thrives for a space in the global aviation industry. The mismanagement of the
company have pushed it to just a mere Airlines company of the Middle East and have failed to
make it one of the companies with the popularity like that of Etihad, Emirates or Qatar Airlines.
Another main problem with the flag carrier of the Sultanate of Oman is the effort needed by the
company to turn the loss into profitability. The main concern for the management of Oman Air is
to consolidate the gains of the organization in an effective manner and turn these gains into the
sources of sustained profitability and growth over a long term. As said earlier challenges from

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the existing and the emerging airlines company is a cause of great concern for the organization in
Oman.
The study of, Altamony et al. (2016) the company also needs to reposition itself in the
market where a large chunk of customer traffic is engulfed by Emirates and Ethiad. These two
Middle Eastern Carriers occupies a market share of almost 80% which makes the Airlines market
duopoly in nature (Wensveen 2018). The decision to carry on with the old and traditional
processes and the absence of a smart and strategic management of the company has led to the
decline in the organization in the market. In accordance with the repositioning of the
organization, the management of the company needs to overhaul itself totally and change its
structure to ensure that it can fight any type of challenges in the global aviation market.
Tools for Analysis
Change is an essential part for the survival of each and every business organization. The
absence of change within the organization will severely harm the reputation and the popularity of
the organization in the market. A Change in the organization can help in the development of the
organization as it opens up new and better opportunities for the management of the company to
visit new and better opportunities and implement them in the organization to display a much
better and improved performance of the management. The company implements the
characteristics of a number of Change Management Models. This includes;
1. Lewin’s Change Management Model- The Change Management Model of Lewin is one
of the most popular approaches of the organization. The change process of the
organization has been divided into three different stages in this particular Model. The
three stages are namely;

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 Making Changes
 Refreeze
2. The McKinsey 7-S Model- The 7’s Model of McKinsey consists of 7 different elements
of change management. This includes;
 Structure
 System
 Style
 Staff
 Skills
 Strategy
 Shared Values
All the seven different elements have to be present and maintained by the management in the
most appropriate way to ensure the success of the organization.
3. Kotter’s 8 step model-The 8 Step Model of Kotter is totally based on the eight different
characteristics of the change management process. This includes the likes of;
a. Creating a sense of urgency
b. Building a guiding coalition
c. Forming a strategic vision and different initiatives
d. Enlisting a proper and effective volunteer army
e. Enable the action by removal of all the barriers
f. Generation of short term wins
g. Sustaining acceleration in the form of change management within the organization

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h. and lastly establishment or institution of change management in the organization
Utilization of Tools for Analysis
Organizational Development can be said to be a discrete episode of planned change in
different organizations through the application of different kinds of behavioral sciences
(Altamony et al. 2016). The implementation of behavioral sciences emphasizes the presence of
human source in the organization. Successful organizational changes completely depend on the
agreement between the individuals and the different kind of organizational goals of the
Company. The theories that are used in the particular study have rather being driven by different
kinds of standards and quantitative indicators. The tools for the analysis of the result regarding
the problems faced by the organization are answered by the proper and efficient evaluation of the
data obtained. The data that is obtained are then analyzed by applying the different tools
accordingly. According to, Wensveen (2018) the application and implementation of the change
management tools by the organization is especially important in the aviation sector to stay
updated and manage the changes in the sector without suffering any sort of loss.
The change in the communication and the planning of the communication is another
major utilization for the tools of the organization (Van der Voet 2014). The management of
Oman Air has ensured to make the employees of the company completely aware of the
impending change in the organization and thus it helps to create the desire for change within the
organization. Apart from this the study of Van der Voet (2014) has highlighted that another
utilization for the application of the following change management theories are the new skills
that the employees will be trained with to manage the organization and improve its efficiency in
the global aviation Sector.

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Action Plan
Fly to Win Building the
sustainable Future
Making Reliability
a Reality
Working Together
Focusing on the Core
Assets
Tracking the Cash Performance in the
Top 50 in the industry
context
Restoration of Employee
Confidence within the
management
 Stopping
flights that
incurs huge
loss
 Going by the
demands of
the market.
The increase
in the demand
for travel have
forced the
organization
to opt for
jumbo jets like
Boeing 787
Dream liner,
Boeing 777-
300, Airbus A-
380 and many
more similar
flights
 The
management
of Oman Air
must provide
the best on
time
performance
to ensure
success
 Offering on time
incentives
 Taking out or
realizing cost
while let the
company bear
the capacity
 The
management
of the
company must
avoid making
leases and
concentrate on
the direct
buying and
selling of
Airplanes
 Hygiene and
cleanliness
must be the
top priority
 Improvement of
communication
among the
parties involved
in the process of
change
 Making more
hangars and
better
infrastructure
in Muscat
International
Airport
 The
management
must reduce
different kinds
of non-useful
assets and sell
them to other
interested
parties
 Must
maintain all
the Islamic
Laws while
serving the
customers
 Maintain peace
and harmony in
the workplace
 Exploring
possibility to
 Increasing the
number of
 Provide
attractive
 Establishment of
a proper culture

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make other
Middle
Eastern
Airports like
Sharjah or
Doha small
emergency
hubs
fleet size from
the present 50
to a standard
75 to 80. The
fleet size needs
to be
increased in
consideration
of the
increasing
passenger
traffic
liveries on
special
occasions to
increase the
attractiveness
of Oman Air
and bring it
at par with
the likes of
Emirates and
Qatar
Airways
 Expansion of
customer mix.
Targeting
both business
customers as
well as the
customers
who are
mainly
tourists
 The
maintenance
of the balance
sheet and a
financial
transparency
is utmost
important for
the
organization
to ensure
future
sustainability
of the
organization.
 Baggage must
be handled
professionally
 Respect towards
all the different
cultures
 Revision of
marketing
policies as
well as
different kind
of
organizationa
l policies
 Elimination of
all losses from
the market in
a phased
manner
 Strict
checking
 Establishment of
a consistent and
reliable time
schedule
 The revision
of new
policies and
frameworks
can help the
organization
to establish a
friendly
relation
between them
and the
 The
restructuring
of the
financial
assets must be
completed to
ensure
transparency
 Tight Security
in order to
avoid any
serious
incident
 Treat employees
and customers
with dignity and
respect

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frequent
fliers, travel
agents,
management
of the travel
companies
and the other
parties related
to Oman Air
Recommendations for Action Plan
The Action plan provided in the above table has discussed almost everything related to
the change process and the areas that need to be addressed by the management of the
organization. However, some limitations can be easily assessed in the particular action plan
which has the capability to degrade and halt the growth of the organization by means of the
change process. The first and foremost limitation is the confusion that will be created on
developing the infrastructure of the country. The policy of the Government of Oman must make
it clear on whether or not the Company itself will manage the infrastructure or will hand over the
maintenance of the infrastructure to some other private organizations. The marketing policies of
the company are in line with the Islamic rules and regulations. Though, the policies will not
hamper the growth of the organization, there must be some exceptions to respect cultures of
other countries. Another main limitation that has been highlighted is the absence of trained and
professional staffs like the ones present in Emirates, Etihad and Qatar Airlines. The absence of a
proper training regime is felt in this regard. Lastly there have been many complaints from the
civil aviation authority of other countries especially the European Union on the overall quality of
the Airplanes operated by the company. The planes which are mostly leased from other large
companies often fail to meet specific guidelines that are required to meet the global standards.

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Therefore the change management process to be implemented in the organization must focus on
the improvement of quality in the airplanes to mitigate different limitations of the organization.
Evaluate and analyze the effectiveness of the Theory
Both Kotter’s 8 point theory and Lewin’s Change Model will be implemented to bring in
the necessary changes in the Company. For quite a long time the management of Oman Air has
been going through a number of problems like mismanagement, loss of business and problems in
operating flights that can capture the Middle Eastern Aviation Market. Both the theories are
perfectly suitable for the change to be brought in the following industry. The identification of the
problems serves an important role as it helps the management to focus on the needs of the
business and turning the business into a profitable one. The action plan that has been provided in
the following review is one of the most important parts of the project. The action plan helps the
management to organize an effective and efficient renovation scheme for the Airlines Company.
Critical Review
Aviation Industry in Oman
According to, Altamony et al. (2016) the Aviation Sector in Oman has been suffering
from a number of problems since the establishment of the International Airport in 1973.The all
timers in Muscat International Airport says it is all about the journey the country has travelled
since the days of the small airport that operated in Bait Al Falaj until 1973. The growth in the
aviation sector has changed the current view of the aviation sector in Oman. Number of different
changes has taken place in Oman since the start of commercial operations in the airport of Oman.
It has been a few days since the Airport Authority has released a video in multiple languages that
shows the directions to reach the airport from different parts of the Sultanate. The study of Amis

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et al. (2017) have shown that nowadays the passengers are requested to report 3 hours earlier for
checking and all those who intend to cancel visa will have to report 4 hours before the departure
of the flight. The authority of the airport promises the passengers different surprises which
include promotions from Muscat duty free and other types of physical gifts that attract more
people to this world class terminal.
Amis et al. (2017) has seen that the main stakeholders of the aviation sector of Oman are
the operational readiness team of Oman airport Management Company, Royal Oman police,
Oman Air, Salami Air and the ground handling companies that operate in the airport. The new
terminal as expected by the people has facilities like lodge duty free and commercial areas along
with 20 self-service checking in kiosks. Apart from this the airport also has the facility to
accommodate more than 10000 cars at any given point of time. All procedures of the new airport
along with the other rules and regulations will be implemented according to the specifications
approved by the international air transport Association. Aviation sector of Oman intends to serve
more than 30 million passengers per year in the first phase. The top management officials of the
airport expect that it will be the priority of the authority to inch transfer of the visiting passengers
from the current airport to the newly constructed airport.
On the other hand, Arashpour et al. (2017) says that the unlocking the key areas of
Aviation Sector that the country is seeking to address is division of force and the training
infrastructure currently present in the country. Aviation management of the country has been
busy delivering its national manpower management as part of the economic and political reforms
implemented in the wake of the Arab Spring protests. The same study says that it is the
organization or the management that feels the necessity to bring this training in line with
international requirements as well as to ensure employee retention especially for the local people.

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The projected demand for different positions in the Civil Aviation fields, vision training is not
just good for domestic development but also for international development when the country
suffers from high unemployment rates. The study of Usami and Akai (2017) has shown that
different organizations related to the manufacturing of airplanes and its related parts projects the
need for more than 40,000 Pilots and 60,000 maintenance personnel in the Middle East countries
over the next 20 years. Therefore demand in this specialist radius like air traffic control and
Aerospace manufacturing provide answers to the growing unemployment rates in the country.
General problems in Aviation Industry
As said earlier, aviation is one of the major sectors which help in the fuel the growth of
the economy and help people travel around the world. Apart from providing more than 60
million jobs and develop 3 trillion economic activity which supports the industry the aviation
sector also provides different other benefits (Cameron and Green 2015). Aviation sector helps to
bring families friends business people together and the meeting of different people and listen
ideas in business forums. It also provides the freedom to the people to be present in any part of
the world in just 12 to 24 hours (Cacciabue et al. 2015). Apart from providing search benefits
and opportunities the aviation sector faces the number of different challenges the sustainability
of the companies that provide the Aviation Services. Let us discuss different challenges step by
step,
Safety
Flying in today’s world is quite safe. Flying wasn’t always that way as in the early days it
was risky business. Right from the start there was a clear and transparent policy on the industrial
safety and the parties related to the industry believed that safety can never be a competitive issue
(Cameron and Green 2015). Thus it involved a Greater corporation of all the stakeholders within

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the industry which made flying safer. Going by the recent results there are very little liars no
chance of getting caught in an accident and the ratio lies between 2.4 million: 1. However, some
fatal accidents around the globe questioned the safety of flying by an airline. There has been the
case of Malaysia Airlines MH 370 and then MH 17 which is absolutely unprecedented in
aviation history. It is working with different partners and stakeholders of the aviation sector to
bring out some recommendations on how to track a twitter and develop positive Technologies
that can help avoid accidents in the future (Day et al. 2018). The case of MH 17 highlighted the
need for better communication for commercial operations over conflict zones. In parallel
different governments are looking even more broadly to develop an international protocol which
can manage the design and develop different Technologies that can help avoid commercial
aircrafts to be shot down in conflict zones.
Sustainability
According to the study of Cacciabue et al. (2015) nothing can be guaranteed about the
future of the aviation industry as it is always not sustainable. Sustainability can be loop through
two different angles namely environmental sustainability and financial sustainability.
Environmental Sustainability
It is a huge challenge for the airlines industry to burn the fuel that propels the aircraft.
The aviation industry is committed to a lot of ambitious goals. The management of the company
has committed to a number of similar ambitious goals like keeping the emissions and growth of
the carbon footprints and desperation to switch to total green fuel by the year 2050 (Cummings
Bridgman and Brown 2016). Another example of sustainability will be the development of
Technology to innovate sustainable bio fuels. As said by, Flouris and Oswald (2016) the
depletion of sustainable fuels has triggered the race for bio fuels which is short in supply and

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much expensive. Steps are being taken by small quantities of demand because of the high cost.
Thus the airlines need to search for alternative power supplies to ensure sustainability.
Financial sustainability
The other factor of sustainability is profitability the airlines need to stay profitable in
order to stay afloat in the highly competitive market (Todnem 2005). The rising price difference
thanks especially fuel has made life difficult for the airline companies operate smoothly in the
highly competitive market.
Problems in Oman Air
As mentioned earlier Oman Air owned many different types of aircrafts which is quite
expensive in nature. This is because each type of aircraft needs different Pilots maintenance
engineers cabin crew and spare parts. Apart from this each of their crap must read the nature of
the network chosen by the management of the organization (Flouris and Oswald 2016). On the
other hand, Flouris and Yilmaz (2016) says that the agreement of the organization with different
countries was to operate a certain number of seats per week however the high demand for Middle
East passengers show and decrease in flight services. Though the flight services were planned as
similar to earlier schedule, the absence of more flights to fill the rush remained unanswered.
Apart from this the presence of leaves their crops in their fleet of Oman Air negative factors in
the growth of the organization.
The number of fleet size reduced to less than 50 after this list airplanes where return to
their respective owners. The buying of an aircraft leads to heavy initial investments as it requires
the mix of lease and ownership to optimize the costs and the capital investment. Therefore the
company used and judicious mixer please do not disturb to reduce its fleet ownership cost. This

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new flip changes and the new fleet ownership structure resulted in 20% reduction in ownership
cost but triggered rise in the expenses behind fuel cost. Apart from this network rationalization
was also one of the major problems of the company (Flouris and Yilmaz 2016). The new
management realizes that in order to sustain women year would have to identify its own niche
market. The market study conducted by the marketing team of Oman Air we feel that the
domestic flights of Emirates and Qatar bed design does feeders for the different international
flights. This flights were neither profitable not comfortable for the local people and the seven
year identified this is an easy opportunity. The management of the company fails to identify the
burden behind the cost of operating domestic roots as it involves the highest load factor.
According to, Goetsch and Davis (2014) the Management of the company also fails to
make significant investments in IT technology which made them fall behind in the race for
becoming technological advanced airlines company. Everywhere it tied up with the leading IT
company and introduce browser based online systems that can be accessed anywhere across the
world in emanating the need for expensive hardware updates and implementations. On the other
hand, the study of Stolzer (2017) shows that the senior management team also fails to look into
the method of reducing the costs and does well to the structure the company to a much linear and
meaner shape. Apart from this the lack of proper infrastructure in the organization is a major
drawback (Hill Jones and Schilling 2014). Absence of proper infrastructure and hampered the
growth and affect the profitability of the organization. Lastly the advent of low cost Airlines in
the market is one of the major threats to the success of the Organization in the market.
Models implemented to tackle the problems
The Kotter’s 8 step change model and Lewin’s Change Model have been implemented to
tackle the problems.

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Justification for the choice of the Models
Kotter’s 8 step model is the best suited model for the following case. The management of
Oman Air has selected the model in order to implement the change management in a phased and
timely manner. The selection of the following model is quite justified as because the following
model clearly suits to the purpose of the change management that is intended to be undertaken by
the management of Oman Air (Skeete Mobin and Salmon 2015). The step by step
implementation of the model is an essential element of the following scenario.
Usefulness of the Models
Both the models namely the Lewin’s Change Model and the Kotter’s Model are unique in
their own way. These two models have their own set of benefits that helps the organization to
implement the change in an effective and proper way. The successful implementation of the
models within the organization will pave the way for the success of the business in the market.
Many of these restructuring initiatives are clearly valuable and necessary, but they will likely not
prove to be enough. According to, Sanz-Calcedo et al. (2015) core airline operations need to
become competitive with those of low-cost carriers, especially as LCC market penetration grows
in the U.S. and makes inroads in the Middle East. Whereas the study of, Pugh (2016) shows that
the steps large carriers have taken so far do not address the fundamental productivity differences
between themselves and the low-cost airlines.
Achieving a competitive cost structure for the traditional Airlines like that of Oman Air is
quite difficult. This is because the management of the company needs to tackle the fundamental
cost penalties that are generally associated with the business models of the organization. The
companies must do so without any compromise in their quality of services and their service
coverage. The improvement in the service helps the organization to ensure a better future for the

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business and also provide a unique and outstanding experience to the customers of the
organization. Successful changes in other industries like manufacturing and finance industries
also need to be addressed in order to achieve a competitive advantage over their rivals in the
market. There are many examples especially in countries of the Middle East where such
problems have led to growth of problems in the companies. In recent times there was a company
in the Middle East which produced highly engineered products. The company after a long time
realized that the policy of extensive customization of the manufactured products led to a huge
increase in the manufacturing cost and decrease in the revenue earned from each of the sales of
the products. Though there were certain portions of the products that required customization, the
decision of the management to carry on with extensive customization came back via a
boomerang to the organization and hampered their profitability. Therefore it can be said
unnecessary complexity and customization of the products and services offered by the companies
can lead to decrease in profitability or large scale loss which will make the organizations fall
behind in the globally competitive aviation market. Thus it is important to introduce significantly
higher costs into the different business models implemented by the organizations operating in the
aviation sector of the world. This includes;
a. Removal of Scheduling Constraints- At the current time Oman Airlines generally
schedule flights in a particular process known better as the Wave System. This means
that the arrivals as well as the departures of the flights operated by the organization are
concentrated in peak business hours. The reason for this extensive concentration of
flights during the peak hours is to increase the already high and effective passenger
connections. However, the following system has some problem sir they approach always
takes long aircraft time and that passengers have to wait for a long time for the next

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flight. It also leads to huge traffic condition and no aircraft as well as proper labor
utilization. This system which is concentrated around the different needs of the
organization helps the profitable connecting passengers (Pugh 2016). The profitable
passengers also require more complicated logistics and provide much lower profit. A
study by the management of Oman air has shown that up to 40% less revenue per mile is
collected for passengers who travel nonstop. Thus this result in lower demand and leads
to empty seats in the aircraft. The implementation of the change model builders address
this scheduling constraint and will help to identify the best passengers who will act as the
source of profit for the company.
b. Implementation of Customized Business Streams- In different industries like
manufacturing the reduction of complexity is mostly associated and linked with the
application of the TBS approach. The study of, Sanz-Calcedo et al. (2015) has shown that
the general principle of the TBS approaches to segment the operations into different
kinds of business streams. The different types of processes that are created to manage the
routine and complex business activities, capabilities and the approaches that the
customized organization owes to the inherent complexity of the present and based on
what the customers are building to pay to the company for a product or service. The
application of the new Change management tools can help simplify the policy of the
company and streamline the court process to manage the basic needs of the majority of
the customers flying by Oman Air. It could also drastically reduce the number of
activities that are performed at the airport. Most importantly it can handle multiple
interactions with internal and stuff and can easily save large amount of money and a lots

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of time. The improvement in the efficiency of the staff of Oman Air can help make the
system wide and remove long lines in front of checking counter and reservation counters.
c. Creation of Separate Business Systems for different Customer Segments- On the other
hand, Stolzer (2017) suggests that the application of the new Change management model
can help Oman Air to stay aware to ensure the loyalty of the highly profitable as well as
regular customers by providing different services, amenities and lounges on the ground as
well as in the aircraft. This would help separate both the airport services and the onboard
services into two different classes focused on either of the leisure or the business
passengers. Besides providing these amenities the approach can also help the
management of the company to create a pure business stream that reflect the different
types of needs and demands of different customer segments.
Conclusions
The above study on Oman Airlines has provided a detailed outlay of the structure of the
Company. The management of the company has been struggling to meet the demands of the
global customers and thus to survive, the airlines have no choice but to change course. The
following study on Oman Airlines has revealed the fact that it would be possible for the
organization to follow a safe and profitable path by implementing a better strategy. As discussed
in the following study, following a lower structure of cost can be one such step. The Airlines
Company is predicted to become profitable, ensure growth and be better positioned in the
market. The absence of an accurate prediction on the outlet of the organization makes the
industry too much uncertain in nature. Carriers like Oman Air who has a large global presence
faces the risk of losing market share to new and well placed Low Cost Carriers if they continue
operating under the same business model. Following the same business model will force the

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business organization to reduce the costs in the market to attract more and more customers.
Reducing the costs of the Long distance flights is a total wrong decision as because such a
strategy leads to failure in the market and increase s the operational cost of the business
organization while operating long distance flights. This was the main cause for the failure of a
number of US Airlines in the 1990’s. The absence of any strong and secured action against such
a strategy led to the decline of a large number of organizations in US during the mentioned time.
The crisis in time has also been cyclical but it differs from others in the fact that it is
exacerbated by the operation of a number of Low Cost Carriers. One such new operator in Oman
is Salam Air. It has established just a few years back and has been operating itself from Muscat.
The company provides huge subsidy to general as well as short haul international flights and thus
have been able to attract a niche portion of customers. The growth and a positive transformation
of the present economic situation in the aviation sector can make the situation change as in such
a case the management of Oman Air can apply different change management processes to
address the problems. The situation in such a case can help the organization to capture a large
portion of market share. It can rise from the present 40 to 45 percent and grow to 70 percent
which surely will be one of the biggest achievements of the organization.
The new model as suggested in the report can change the situation and lead to the
sustainability of a number of carriers in the globe especially Oman Air. The creation of new hubs
by expanding the airport and offering better and unique services will act as a serious advantage
for the organization and help them to outclass the likes of Emirates and Etihad in Oman. The risk
of change in such a case is much lower than that of the risk of taking no action or least action to
change the overall structure of the business. The application of the new model in the business
will be necessary to ensure the competitive landscape and sustainability of the organization.

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Change Management application is becoming one of the main requirements with the
passage of the days. The application of new strategies, providing more in flight entertainment,
providing quality service as well as providing customized foods according to the demands of the
passengers can be seen to be the key to the changes in the management which can help the
organization to top the charts in the competition amongst the airlines. The meeting of the target
and the growth and alignment of the service with the business can add extra value to the
organization. It will be the duty of the management of Oman Air to act as a perfect implementer
of the change management strategies to help improve the culture and the maturity of the
company.
Therefore it has been observed that the proper and effective implementation of the
change management process helps to bring a number of benefits that is required to achieve a
competitive advantage in the organization. The total process involving the selection of the
change management strategies and the implementation of the strategies accordingly requires very
less financial investment that makes it easier for use. However the people or the employees and
the customers act as the main hurdle to the success of the organization in the particular case of
Oman Airlines. The employees must be trained in the adequate way to attract customers to attain
success. The use of the correct strategies will thus help in the success of the business and will
help standardize the business process accordingly.
Recommendations
Successful organizational change can only be achieved through the implementation of The
Change management models in a proper and efficient way. However the management of women
year has described the competency 5 phase process that helps in the management of change. This
includes 1. Motivating change 2. Creation of vision 3. Development of political support 4.

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Sustaining the momentum 5. Managing the transition. Boot The Chosen models must include the
priorities and the specific areas of Infosys that is described in the following five phases of
change.
Motivating Change
The first and foremost phase in the recommendation process is motivating the
organization and the employees to be prepared to face any kind of situation at any given point of
time. The operational readiness to face challenges will help the organization to overcome them
and attain success. It will involve the training of the employees of Oman Air on the need for the
change, the challenging situations that may occur in the absence of change and expressing the
current situation and also the main demands for the future. The training will also involve the
application of realistic principles in the business process. The management of Oman Air will
have to be aware of the persons or the group of persons like the unions which can be the main
hurdles to the change. They must come up with unique ideas to make them understand the
benefits of change in order to avoid from their strategy to spread a fear of the unknown to the
employees and create hurdles that can dissolve the process of the change process. Therefore it is
necessary for the managers and the supervisors of the organization to widely communicate the
results of the change management in a proper manner.
Creating Vision
Leaders in the organization have the responsibility to formulate a clear vision and spread
awareness about the same to each and every members involved with the organization. The vision
must clearly describe about the idea that the organization aims to formulate. The management of
the organization must articulate the following in such a manner that it helps to depict the

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achievement of the organization. It is necessary for the Airlines Company to stick to the perfect
point and aim for the target. The vision is generally described in terms of the overall outcomes
and the goals of the organization. The vision of Oman Air will thus be to standardize the
concepts and strategies of the company to the employees of the organization.
Development of the Political Support
The change management phase is often given much less importance by the management
of the company. However, most of the development occurs in this particular phase. Politics
exists in all the organizations and Oman Air is not an exception from such a power. The
existence of Unions and other influential stakeholders engages it into political grounds. The
existence of power helps the organization to claim the resources and expand their growth in the
market. Most of the times there is a wrong use of power where a person or a group of people
tend to misutilize the power and expand their influence in the organization. Both power and
conflict must be managed by the employees to ensure success in the organization. The elements
involving power as well as politics are crucial as because it helps in the recognition and effective
management during organizational change process. Change may not be always the shift in the
managerial powers but can also refer to the change of the posts and powers of the employees and
the supervisors of the Airlines.
Managing Transition
The following phase occurs at the time of the full transformation of the organization from
the traditional set up to the modern and developed set up. The action plans developed in the
report can be put into actual use at this particular time. The following changes can help in the
designing and development of new tasks and activities that helps to change the organization. The

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plans must be planned and implemented in such a way that it can actually change the course of
action for the organization.
Sustaining Momentum
The last phase of the recommendation is the sustaining of a proper momentum. The
management of the momentum is the phase when the supervisors will work together to
implement all the adjusted plans. The efforts of change can face a number of challenges that
have to be overcome by a proper leadership. The support role of the other employees must also
be given adequate credit and recognized. Such an effort will help to motivate the employees and
help them to perform in a proper and efficient manner.

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Reflective Report
Name of the student
Name of the university
Author Note:

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Table of Contents
Introduction....................................................................................................................................40
Discussion regarding the Reflection..............................................................................................40
Reflections on Discovery...............................................................................................................41
What...........................................................................................................................................41
So What.....................................................................................................................................42
Now What..................................................................................................................................42
Reflections on Theory....................................................................................................................43
What...........................................................................................................................................43
So What.....................................................................................................................................44
Now What..................................................................................................................................44
Reflections on Personal Development...........................................................................................45
What...........................................................................................................................................45
So What.....................................................................................................................................45
Now What..................................................................................................................................46
Conclusion.....................................................................................................................................46
References......................................................................................................................................48

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Introduction
The following report analyzes as well as evaluates the reflection of the author of the
above provided report on integrated management of Oman Air. The reflective report is mostly
based on the learning and development process that was undergone by the author while
undertaking the MBA program from the Bedfordshire University in United Kingdom. The main
aim of the report is to present and analyze the different ways by which the author of this
particular report gained the valuable knowledge from the Master’s Program of the University.
The following program will help the author to gain new knowledge on the different types of the
complex knowledge and theories and also apply these knowledge especially the theories, models
and the business tools in practical life.
The report aims to cover the reflection discussion of the Master program that was
completed by the author. The master program in business Administration undertaken by the
author is a course of two years. It describes the journey of the author in relation to Rolfe
Freshwater and Jasper (2001) reflective model. The three main questions that is based on the
following model are What, Now What and So What? These three questions have been answered
in the reflection to make the understanding clear and transparent. The reflection about the
discovery of the author, which he had learned, has also been described in this reflective study.
The reflections on the theories have also been presented in the following report to make it more
compact and effective in nature.
Discussion regarding the Reflection
I have described my academic journey in the University of Bedfordshire for the last two
years of my master course in Business administration. As said earlier, I have critically reflected

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the three different areas while describing his experience and his learning knowledge. I have
reflected my experience on different discoveries, personal experience and theory during the
duration of the master’s course in my university. The reflection of the three different terms has
been kept simple and too many complex elements have not been provided by me. The avoidance
of providing too much complex elements has helped me in the creation of a clear, transparent
and understandable reflective report.
Reflections on Discovery
As said by, Rolfe Freshwater and Jasper (2001) the reflective model of discovery can be
analyzed by means of three different ways namely What, Now What and So What? Each of them
can be easily classified according to the experience of the Author in the University of
Bedfordshire in United Kingdom.
What
The lack of proper and efficient experience before I joined the University of Bedfordshire
didn’t help me at all. I was unable to apply for a reputed job in any institution. The most
important thing however was the lack of adequate skills and the inability to operate as a
management personnel or do any other kind of works. I was also unable to figure out differences
between organizational goals and objectives along with other important organizational elements.
I also lacked the skills of being a leader. It was funny to think of being a leader at such a time as
because I lacked all the knowledge and skills of even becoming a simple employee of a reputed
company.

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So What
The masters program in business studies totally changed me as because it helped me gain
confidence and the required skills that were needed for me to ensure that I become one of the
best employees similar to the ones operating in business organizations of high reputations. I
found it to be convenient and easy to handle important marketing tasks, financial tasks, analysis
and other operations involving human resource management. The master program was thus the
game changer in my life as it helped me to expand my limits and test myself in new horizons to
make me more compatible in the competitive business world of the modern day. I was amazed to
find out that the profession I would be opting for required a person to have a large number of
skills that were mostly important for success. A marketing Consultant needs to have the skills to
have a thorough idea of how to put the strategies by analyzing the aviation market.
Now What
I have the ability that I acquired and discovered in my university to identify and
understand all the professional aspects of the business. The understanding of the professional
aspects helped me to make a more effective career and make myself strong in business related
activities. Nowadays I am more than prepared to handle challenges and complex situations in the
workplace and also accurately analyze the market and present the approximate results to the
management of the company. Thus the masters program helps me discover new boundaries that
were unknown to me. Carrying out the job of the marketing consultant of Oman Air was a bit
complex for me at the beginning. However, the practical knowledge I gained from my University
helped me to ensure success in the following field. At the beginning of assessing the market I
take a thorough look and perform a deep study on the strategies and recent market based
propositions of other Airlines in the market. This includes having a clear understanding and

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knowledge of the market behaviors and market conditions of other organizations especially
Emirates, Qatar and Etihad Airlines. I suggest a unique proposition to the management of my
company so that it stands aside from the rest and easily attracts the customers towards the
organization.
Reflections on Theory
According to the theory prescribed by Rolfe Freshwater and Jasper (2001) reflective
Model, on theory will again involve the likes of What, So What and Now What?
What
I lacked the purpose and also the skills to be a perfect employee in an organization like
that of Oman Air before joining the University of Bedfordshire and undertaking the Masters
program for business in the university. I was unable to conduct any kind of practical interaction
or any business purposefully in the past. It was one of my biggest weaknesses that I feared to
come in front of anybody and interacting with business professionals was way beyond my
imaginations. It will be hard to believe that the same me is now one of the best employees of
Oman Air, an Airline Company where the basic requirement for getting the job is to have a great
communication skill. I also did not have high competence in providing solutions and creative
ideas to any organization. The concepts and theories along with their perfect implementation in
the organization were also not known to me properly. This affected my own personal career as
well as could have affected the reputation of the Airlines carrier if I would have joined them at
an earlier date.

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So What
The Master Program in Business which I got enrolled two years back changed the course
of my life. I was a completely different man when I completed the course. I am able to identify,
understand and easily apply all the different concepts, theories, models as well as frameworks in
the practical business life. The university taught me to apply the scientific contexts in a business
situation. The situation helped me to identify the strengths, weakness and other important factors
within me and also use the theories, concepts, strategic plans and analyze different business
situations in a thorough manner. The course contained a number of different theories based on
modern marketing and business like PESTLE, SWOT, 4D Methodologies, Porter’s Five Force
Analysis and many more as such. These theories helped me to attain success in my job as I had
to apply similar theories to extract the marketing ideas. This was necessary as because such a
condition helped me to be an efficient leader in my position in the organization.
Now What
My organization is one of the most reputed and recognized company of Oman. I work as
the Marketing Analyst of Oman Air. I was selected through the campus recruitment process
followed by the organization. I am posted in London and work from the London office of the
organization. I am provided with the task of analyzing the market and deciding on potential
market investments as well as analyzing the niche market for the company. The following work
is generally done by me after a detailed analysis and application of different theories and models
of marketing in the aviation sector. Recently I suggested the company to increase a weekly flight
from Muscat to Heathrow as my analysis shows that there is a increase in demand for weekend
flights to Muscat from London. I performed a survey and analyzed the business situation based
on the 4P’s of Marketing to determine the results.

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Reflections on Personal Development
According to the theory prescribed by Rolfe Freshwater and Jasper (2001) reflective
Model, will again be segmenting out the Personal Development reflection into three different
parts namely What, Now What and So What? The discussion of the three parts will determine
yet another part of my experience.
What
Each and every person has some skills before they join somewhere. I also had a number
of skills before joining my University. However, when I joined the University, I realized that
these skills were just next to nothing in front of the skills possessed by the others. Their skill
could not be compared and thus again I could easily be said a dumb when it came to skills. The
skills possessed by me were not enough to achieve goals and objectives set out in a business in
this highly. The skills possessed by me were not enough to achieve goals and objectives set out
in a business in this highly competitive world. In addition to this as a leader also I lacked
adequate skills which downgraded my development. Apart from this there was also a lack of
linguistic ability in me. The absence of all these were not acceptable in a company like that of
Oman Air.
So What
The end of my master program led to the acquiring of the new job as a Marketing
Consultant of Oman Airlines in London. As said earlier my greatest profit has been the acquiring
of new skills, new expertise, ability to take up challenging tasks, providing accurate market data
to the management and many more as such. The second year of my MBA studies involved the
knowledge of Change Management as the college decided to include the following in line with
the recent market activities where change is the key to success. Thus change management skills

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and adaptability is another big asset that provides me a competitive advantage for mew in the
globalized job market. It will be important for me to quickly adapt to new and changing
situations to ensure my sustainability in the new market. The better and faster I accept the
change, the more is the chance for me to establish a successful professional life in modern world.
Now What
The University Knowledge taught me a different thing that was totally unique. The usual
knowledge that we were taught in schools and colleges were said to be outdated rather we were
taught with the workplace knowledge that was based more on practical knowledge and stressed
on the application of the theoretical knowledge into real live situations or workplace situations. I
gained self development which I used to direct the others in my team. Apart from this the
Masters Degree program in Bedfordshire University of UK has been designed in such a scientific
and organized manner that it has helped me to gain the required skills needed for me to excel in
the marketing skills. It has also helped me to gain the required confidence, skills and knowledge
to perform at the level best as an employee of a reputed Airlines Company like Oman Air. Apart
from my own experience working in such a prestigious institution also helps me to gather
experience by observing other senior as well as the junior employees. Such a practical
knowledge is certainly a great asset for me in the coming days.
Conclusion
The reflective report has highlighted my transformation from a normal person to a well
established marketing expert. My transformation to a successful marketing analyst can be cited
as a great example of reflective report.

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The master degree program of University of Bedfordshire has helped me to increase my
working skills, increase my confidence levels, make me aware of the business theories and apply
the concepts of the business in practical situations and many more as such. This skill has helped
me to develop as a professional businessman and easily tackle and sustain in the modern
competitive world. The discussion of the necessary theories, models has also been one of the
major assets acquired from my learning in the university.

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