Unit 17: Understanding and Leading Change Report - Starbucks Analysis

This report examines the critical aspects of understanding and leading change within business organizations, using Starbucks as a primary case study and comparing it with Costa Coffee. The report begins by analyzing the impact of changes on organizational strategy and operations, comparing the structural and process changes undertaken by both companies. It then delves into the application of force field analysis to identify resisting and driving forces related to change, followed by an exploration of various barriers to change and their impact on leadership and decision-making. The report further discusses the different leadership approaches to address change within an organizational context. The analysis includes factors such as structural changes, increasing prices, and market share, highlighting the importance of adapting to customer needs and preferences. The conclusion emphasizes the need for unique strategies and innovation to maintain competitiveness and achieve organizational goals. Finally, the report provides recommendations for improvement, such as adopting strategies to make the company better in an effective manner. The force field analysis covers facilitating and restraining factors, as well as communication problems that arise during periods of change.

Understanding and
Leading Change

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
PART A & B..........................................................................................................................1
Impact of changes on organisational strategy and operation..................................................1
TASK 2...........................................................................................................................................4
Force field analysis that identifies the resisting and driving forces associated with change. 4
Explanation of different barriers for change and analyse how they impact leadership and
decision making within the organisation................................................................................6
TASK 3............................................................................................................................................7
COVERED IN PPT................................................................................................................7
CONCLUSION..............................................................................................................................16
REFERENCE.................................................................................................................................17

INTRODUCTION
Understanding and leading change refers to the business organisation by which leaders
can opt different things properly. On the other side leadership is a very good approach of
management in which leaders play various roles rather than being the supervisor when changes
occur in leading scenario. Leadership refers to the strategy that can be used by any company to
achieve their goals and objectives in an appropriate manner. Along with this change is the
regular process of developing different kind of innovative thinking and ideas in a perfect way.
Apart from this, both term are much essential and important to opt good flexibility of operations
for applying innovative things perfectly. In this present assignment Starbucks has been selected
which is a multinational organisation dealing with coffee products at globally. Moreover
discussion will be based on identify comparison with different organisational examples that
impact change on organisational strategy and operation. After this, evaluating internal and
external drivers of change that affect leadership, team, individual behaviour within organisation
along with the measure that help in minimising impact of change on organisational behaviour
(Kotter, 2012). Moreover, explaining different barriers of change that influences leadership
decision making process in organisational context. Additionally, applying different leadership
approaches that are dealing with change in range of organisational context.
TASK 1
PART A & B
Impact of changes on organisational strategy and operation.
In the present context, the main aspect and motivation of business is to earn higher profit
and attain sustainability for longer period of time. It also run at chaining environment for main
purpose and they required to apply changes as per the situation need or demand so that an
organisation can provide their products in a perfect way (Doppelt, 2017). Herein, there are
different kinds of changes that take place while operating business function or operations
everyday activities. In context with Starbucks, it is one of the best largest dealing coffee
organisation globally. So that it has faced different challenges while applying some changes in
their manufacturing process within the market place. Therefore, it is essential for an organisation
to adopt changes according to the needs and requirement so that they can achieve their main
goals within the competitive environment.
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Comparison between Starbucks and Costa Coffee and its impact on organisational strategy and
operation are mentioned below:
Basis Starbucks Costa Coffee
Structural changes In reference with Starbucks,
they are following flat
organisation structure as early
they were following heretical
structure (Yoder-Wise, 2014).
It is essential for this
organisation to define the
needs and wants of customer's
in order to bring out some
innovative things in their
product according to the
customers taste and
preference. Now Starbucks is
coming up with various
innovative things in order
classifying their overall
productivity of Coffee for
fulfilling consumers demand.
As per the Costa Coffee they
are also following flat
organisation structure but this
is different from Starbucks in
order to have proper flow of
communication during the time
of performing their task.
Additionally, Costa Coffee
deals with infusion and mock
tails and lots of varieties of
coffee. It does not concentrates
on the customers needs. Along
with this they are providing
huge range of product with
innovative ideas in a perfect
way.
Increasing price When this company has
acquired proper image in
competitive marketplace then
they have enhance their cost at
50%. So that, maximisation in
price have turned up with
negative image among the
customer's (van der Voet,
Kuipers and Groeneveld,
Within the different types of
innovative things and using
good strategies Costa can get
higher competitive advantage
with good position in
marketplace. As per price
method this company keeps
effective price for people with
good quality. By having this
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2015). After this, minimising
on change influence the
market share of this company.
reputation they can make huge
potential customers perfectly.
Thus, this change influence
organisation in a numerous
way. Along with this
customers able to gain good
experience from this company
at good level.
Process In present day there are many
way by which any business
can improve their business
situation at good level. In
regards with Starbucks, they
are applying various changes
in order to maintain their
overall function perfectly
(Salmela, Eriksson and
Fagerström, 2012).
Costa Coffee are applying
tradition business process to
attract huge number of
consumers within the
hospitality sectors. Changes
are made within the company
which influence people at
higher level. So that they can
get good identity in their
business operations.
Increasing market share Now Starbucks having purpose
to make different products in
order to influence more
consumers by using innovative
things and ideas. On the basis
of this they can get good value
of their company and able to
reach higher goals.
Whereas Costa have aim to
rebrand their products with self
service point like Costa
express. This change will
improves the firm operations
and reaches them higher
volume by giving fast services
and good quality on their
products.
Conclusion:
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Therefore, from the above explanation this can be said that few elements are usually
influence business strategies and operations. Such aims of this particular organisation required to
maintain their overall products quality to achieve prop[er goals. By this they can give good
services to consumers so that they able to give good feedback to employees in a perfect way.
Apart from this, it is essential for an organisation to come up with innovation in their providing
items so that they can meet up with the taste and preferences of customer's as per changing trend.
Recommendation:
 In order to bring more improvement within the company manager of Starbucks should
adopt unique strategies by which they can make their company better in an effective
manner.
 When this respective comp[any will make more attractive products then they are able to
earn higher profit within the market.
 In order to make global company they should take participation in local events by which
they can make good relations with public and people and able to develop different
activities across the globe (Hrebiniak, 2013).
TASK 2
Force field analysis that identifies the resisting and driving forces associated with change.
Force Field Analysis:
In order to evaluate and changes in study management, it is the better approach which can
be used by huge number of managers within the companies. On the other side it is the process of
good approach which is given by Kurt Lewin. Along with this force field analysis defines the
five steps in which manager and leaders are able to give guidance to their staff members and
colleges for accept new changes within the management functions. Therefore, five phases are
given below:
Phase 1: As per this managers and leaders are the one who evaluate overall functions of
an organisation as well as marketing environment. By having this kind of things manager of
Starbucks and Costa can measure their proper needs and requirements wherein, changes are
needed.
Phase 2: In this phase, force field analysis manager and leader always identifying the
different level of risk during the time of implementing new changes in the industry. In reference
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with Starbucks and Costa their manager are adopting unique strategies every day by which they
can reduce the risk from industries functions (Wagner, 2016).
Phase 3: On the basis of this phase top level management of Costa and Starbucks
evaluate their needs and wants in which areas they can modify changes in a perfect way. Along
with this they can also focuses on their new innovative ideas for betterment of future (Thomas
and et. al., 2013).
Phase 4: As per this leaders and managers of Starbucks and Costa are able to develop
proper plan and strategies in order to gain proper benefits within the given period of time.
Phase 5: As per this phase of model top executives and managers of Costa and Starbucks
always examine their current strategies and policies. On the basis of this overall evaluation they
are needed to formulate proper changes and demands.
Apart from this force field model includes in different facilitating and restraining
elements of changes factor, those are discussed below:
Facilitating Factors: According to this factor organisations can easily implements on
new ideas and thoughts in order to make their company effective (Aslan and Reigeluth, 2013). It
also involved different technologies by which they can product effective profit among the
company. Additionally, reducing employees morality also needed to bring effective change
within the company. Along with these factors also impact leadership of Starbucks and Costa
because leaders are responsible to communicate and fulfil of changes in the company and meet
desired goals.
Restraining Factors: These factors are those which is available within the organisation
and always support management team of an organisation by which managers can bring new
changes in their technical functions. These factors are also involves in government rules and
regulations, employees resistance. In context with Costa and Starbucks there are lots of
individual and group members who mainly resist to opt changing environment in an effective
manner.
Negative elements of changing behaviour: It generates mismanagement in changing
behaviour within the organisation. It happens because of communication barriers and it creates
difficulties in company. For this company faced some issues like communication problems, those
are given below:
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Communication problem: According to this factors employees can get lots of issues and
problems due to proper communication that can creates issues like relationship issues, unable to
explain feelings and so on. By having sort of issues people are not able to communicate properly
from one to another and it negatively impact on business.
Explanation of different barriers for change and analyse how they impact leadership and decision
making within the organisation.
Barriers are not suitable for organisation this is because during the time of barriers
company faces lots of challenges and problems within the changing time of management. By
having these sort of barriers they can get negative result which impact on the organisation and
their image. Therefore, it is essential to find out overall issues while applying new changes in the
organisation and take appropriate decision against the barriers. On the basis of this they can solve
their issues easily and able to get effective output within the competitive changing environment.
For this there are different types of barriers by which they can improve their companies, those
are mentioned below:
Lack of employee involvement:
In the present context lack of employee involvement problem is rapidly growing. Just
because employees have fear from environmental changes so that they do not get involved in
organisation changing processes (NHS England, 2016). In order to overcome this issues
company needs to take action in which they can listen their employees query, views, opinion and
ideas by which they can feel good and able to take involvement in organisational activities. In
reference to the Starbucks its employees are involved in business activities by this they can take
proper initiate in every business activity. That's why It heavily impact leadership decision
making reason being most of the employees have fear of changes in the organisation so that any
company can get loss on the basis of lack of employment. Therefore, it is necessary for leaders
and managers of company to make better decision making approach in an appropriate manner.
Lack of effective communication strategy:
On the basis of this statement few companies and organisation do not have proper
communication skills so that this problem develops lots of issues between the employees and
group of members (Hrebiniak, 2013). On the other hand, in the present context there are some
companies who have higher skilled employees and team members so that they do not require to
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face any issues because they already have proper communication skills. But some times
employees of an organisation are not able to follow clear goals so that it can reduce their
working capability. Therefore, managers of an organisation should follow effective guidelines
for motivating their employees in a right way. In reference with Starbucks, they are using very
good effective tools and techniques by which employees can easily communicate with each other
with in the company without any issues in an effective manner. Therefore, effective
communication skills are most necessary for each and every organisation in order to
communicate with team members effectively. Therefore, it influence leadership decision making
because through miscommunication concept leaders and not able to take good decision and face
lots of issues in the company (Brown, 2012).
TASK 3
COVERED IN PPT
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