Understanding and Leading Change: Strategies and Case Study Report

This report delves into the critical aspects of change management and leadership within organizations, utilizing case studies of Agfa-Gevaert and Golden Wonder. It begins by identifying the drivers of change, both internal and external, and employs PEST and SWOT analyses to assess their impact. The report explores how these changes influence organizational strategy, operations, leadership, and individual and team behavior. It then applies Lewin's Change Management Model, illustrating the processes of unfreezing, changing, and refreezing within the context of the case studies. The analysis covers the advantages and disadvantages of various leadership approaches in dealing with change, offering insights into the challenges and opportunities that arise during organizational transformations. The report concludes by evaluating the success of these changes and the importance of effective leadership in navigating them.

UNDERSTANDING AND
LEADING CHANGE

Table of Contents
INTRODUCTION...........................................................................................................................1
Part 1................................................................................................................................................1
Drivers of change.........................................................................................................................1
PEST and SWOT analysis..........................................................................................................3
Impact of change upon the organisation's strategy and operations-............................................4
Way in which change impact leadership, individual and team behaviour...................................5
Application of model of change...................................................................................................6
Part 2................................................................................................................................................6
Overview of Golden Winder........................................................................................................6
Applications of Force filed analysis determining opposition and support for change................7
Different barriers to change and how they influenced decision making and leadership. ...........8
How the change accomplished and how successful was it for Golden Wonder..........................9
Advantages and disadvantages of various leadership approaches dealing with change..............9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Change in inevitable with the changing world and its trend. Thus it become necessary for
an organisation to understand the change within the organisation and take an appropriate step in
order to manage the change. The report is based on the a case study of two different
organizations.(Espedal, 2017). The report will cover an introduction to drivers of change, as well
as use of pest and swot analysis for understanding change. It will also include that how this
change impacts the organisation leader and management. The force field analysis has also been
used. The report will also highlight advantages and disadvantages of various approaches.
Part 1
Drivers of change
These are those factors which brings about changes in the overall business, they can be
internal as well as external. In highly innovative organisation the main reason behind corporation
adopting the several changes in time to time is to make a strong market share and increase global
productivity.
 For maintaining company's Leadership in market so that the employees develop skills
and practical knowledge and work efficiently, company uses various creative strategy and
plans(Neumann, James and Vince, 2019).
 Company can uses these drivers to change the organisation structure. Firstly, By focusing
on approaching New Technologies and invest in large scale in big projects to enhance the
profitably of the organisation.
 As the customers trends the new photographic Expertise and experience is increased and
modified according to requirements of public. Here, if the Company offer two products-
analogue and digital and both products have great market leadership but the needs of the
customer differ according to their requirements. For example- digital technologies helps
in hospital radiologists in a advance way. By which can use X-ray images in a sharpened
way and also can share to other hospitals for expert analysis at immediately.
 Highly focused on Innovation in organisation can lead to grow towrds heights by
satisfying the needs of customers(Yrjölä and et.al., 2019). According to change in the
market place consumers generally prefer take-away and convenient and handy products
and this company works accordingly.
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 In a present scenario people concern about healthy eating. The consumers take much
interest in the perfect nutritional value content of food. Company take this changes as
Opportunities and launch various effective products.
Effects on organisation strategy-
To deal with unexpected or sudden changes Organisation has to develop the plans and
strategy in regard to new technology, innovation, etc. in the operationsl systems. It affects the
company's growth can be found out by making an effective research and development team
which can help in estimating competitor's strategy and next step for increasing share in the
targeted market.Overview of the Organisation case studies-
Agfa- Gevaert group mainly operates in analogue and digital imaging systemin three
sections. Firstly, Consumer imaging for manipulating and processing photographs the analogue
and digital technologies are adopting by company. Second is, Graphic system such as electronic
system for graphic industries and third is Technical imaging.
Agfa is a high innovative company and with its excitement, skills and willingness to work
it achieves a great leadership in its field. For maintaining market leadership organisation's
manager focused on many future possibilities like the company's position in the market,
Company also concern about how much competitors present in the market and their which
technologies affects us, the next step of the organisation, how will switching to new technologies
maximise the companies benefits and expertise the employees as well.
Company has a main motive that meet the customers various needs by Large scale
investment which can be done by effective employees with skills and practical knowledge for
which proper training will be granted(Wylie and et,al., 2017).
Golden Wonder produces and develops the products such as snakes, grooves, salted and
flavours crisps etc. It is a market oriented company and achieve a great position in competitive
world. Golden Wonder company analysis the market changes in snakes and crisp market and
respond this changes accordingly.
Today, people being very conscious about healthy eating and their needs and demands
changes very quickly. For this company have to required advance market research,
implementation of best technologies and healthy investment in product research and
development.
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PEST and SWOT analysis
PEST analysis of Agfa-
Political Fator- The healthy political factors on any country are the reason for the growth
of the Agfa organisation with Tax policy technical services, Governmental rules and regulations
for technologies developments, Environmental laws for technologies affects (Nelson‐Brantley
and Ford, 2017).
Economic factor- Through various economic forces Agfa can develop a framework for
planning and allocating the required resources with which the estimates can be found out for
budget and also understand the economic situation by analysis the inflation rate, wages rate.
Social Factor- People are quickly affected by new technologies and also its depends upon
population growth and their choices as the needs and demands of the public is dynamic and
organization needs to fulfil those by adopting to newer technology and changes in the products
and services.
Technological factor- Emerging advance technologies to capture the market for satisfying
the needs of the targeted customers and for market leading provide training to use innovative and
new technology so that the production and other processes are done efficiently without lagging
behind in the market(Edwards-Groves and et.al., 2019).
SWOT analysis of Agfa-
 Strengths- Agfa is a leading company in their field. They divide their activities in certain
segments. Implementation of e-governance projects is a great strength for them.
 Weakness- Agfa is a rising industry and their cost of borrowings increases by large scale
investments.
 Opportunities- Agfa has high quality market technologies which can attract many
upcoming international participants in the market.
 Threats- In highly competitive market Agfa has many competitors and to compete with
them, they will have to do research and development so that they can enhance their
growth.
PEST analysis for Golden Wonder-
 Political factor- Trade regulations related to products and tariff rules related to consumers
affects the marketability of Agfa which has a direct impact on its profitability and
position in the market.
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 Economical factor- Economic systems of the country where the company is situated
keeps on changing, therefore, to cope up with the changes Agfa also has to keep its
structure dynamic and maintain financial efficiency in the packaged food market (Lopez
and Wise, 2015).Social factor- People needs differs with trends and they prefer that
products in food which are portable, cheap and convenient and also healthy. As the
needs changes Agfa also has to be dynamic so that it can meet the demands of its targeted
customers and satisfy them.
 Technological Factor- Technology affects the cost structure in packaged goods industry
and also in product offerings. Therefore, to be updated with the technology can
help Agfa in leading the market.
SWOT analysis of Golden Wonder-
Strength- Golden wonder has strong communication network with consumer and they
have great market strategies for their products.
Weakness- Company has faced many challenges in moving to the more advance
products.
Opportunities- Customers adopts new trends very quickly and by which it creates a new
market for Golden Wonder.
Threats- Fluctuation in products standards and high competition in the market affects
company's profit and sales.
Impact of change upon the organisation's strategy and operations-
Changes are very necessary for any business growth. Changes in any organisation can
directly affects the organisation's strategy and operations.
 Some changes are very essential for company's long term growth. Agfa company grabs
the new technologies accordingly clients need that can make it more powerful in market
industries and that is the reason that the current customers always connect with them.
 Changes in needs and preferences can also give employees to new business opportunities
because the employee take interest in learnings fresh technologies or operating systems
by which they generate more productivity in the organisation and improve more
operational activities. One innovative technology can make a big impact in the market
and provide grand success to the business.
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 Changes in the imaging and technology can also impact in increasing the process of
operating and the workers speed.
 Golden Wonder company brought changes in their organisation and realize many effects
on organisation's strategy and operations.
 Changes in the market in regard to technology and environment gives new opportunities
to expand their business in competitive market.
 Changes in products content attracts the new customers from the market and satisfied
the current customers with great pleasure.
 Company removes the harmful and unnecessary ingredients from product and add more
natural and organic products which the targeted customers are demanding as they are
now more aware about the health and its issues, and working on this will generate
outstanding market stability of the organisation.
Way in which change impact leadership, individual and team behaviour
Changes in the organisation can affects the Leadership in both Positive and negative
ways, they all depend upon the method of change and the effectiveness of changes. Leadership
will be affected by the political changes because public expected more transparency in all work.
Changes makes the leader of Agfa more responsible and they will become more concern about
the employee satisfaction and in decision-making. Market Competition has increased day by day
(Wilkinson and et.al., 2017) and to face the same effective team and leaders will be required. As
Leaders are more focused on quick developments in technology and also maintain high
management system in organisation. With demographic changes leaders have to more cencern
about culture, education, religion etc. before making any decision.
Changes in the organisation can affect the individuals also. Properly managed
organisational changes of Agfa can re-boost the employee's enthusiasm. Company must have a
positive organizational culture. Inappropriate organisational changes can create fear in the
employee and loses the morale because they are not certainly capable to use and learn new
technology which certainly affects the leader. Positive changes in the management give
opportunities to the employee to learn new skills and apply it correctly which is a positive team
behaviour. Proper management reduce work load and give great job satisfaction to the employee
resulting in working efficiently and effectively.
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Application of model of change
Lewin’s Change Management Model- This model presents the change process.
According to Lewin for moving to the high and desire level changes are very necessary. Before
implementing any changes it need to do first step-
 'Unfreezing', before making any changes this step is create awareness regarding
acceptability level in the market. To maintain and create a competitive advantage in the
market changes are very essential for the Agfa. The main objectives behind this model is
to motivate the employees, leaders and managers. Now people are at Unfrozen stage, they can switch to step that is 'changing' in changing
process Agfa should have executed the plan carefully so that the market position is not
affected.
 Refreezing stage is the final stage of the model. It is reinforcing and solidifying the state
after change. The changes in Agfa process like goal structure are refrozen. Efforts are
made for guaranteed changes and fixed in the organisation structure.
Part 2
Overview of Golden Winder
Golden wonder is a British company which is engaged in manufacturing of snacks, foods
and most notably crisp. The company produces the first ready salted crisp as well as flavoured
crisp. The most famous flavours crisp of Golden Wonder crisp are cheese and onion and salted
(Abernethy, 2017). Golden Wonder is making few changes in the company as most of the
consumers are started preferring healthy products so the company is taking an initiate to start
producing healthy products. So the company is focusing on healthy diet so it is making measures
that the nutrition value of the foods must be optimum, for manufacturing healthy foods the
company will adopt new manufacturing plans and procedures and work on that. The changes will
be made by taking feedback from the customers so that the company can get the information
about the taste and preferences of the consumers.
Golden wonder is making change so for that the company is adopting new methods of
working. The company also have to do marketing of the products and thus will adopt new
marketing policies. The company will do research about which would be the best method for
marketing and according to that the changes will be made. The organisation focuses more on the
packaging of the products, as the all the details of products such as nutrition value and
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ingredients used are mentioned, so that buyers can know the exact details and thus this attracts
more customers.
Applications of Force filed analysis determining opposition and support for change
Force field analysis model provides a framework for studying the factors that influence
the situations, originally social situations. It looks at force that are either driving towards goal or
blocking movement toward a goal. The force field analysis is explained below-
Driving Forces
The model explains that why change is required in the company. What are the reasons
why the company is making change, as the Golden Wonder is making change because the
requirements of the customers are dynamic and buyers prefer quality products, so for this reason,
the company is making change in the basic ingredients of the products by using organic and good
quality raw materials and supply healthy products.
As change is necessary for providing healthy products as now days many people are
suffering from health issues, such as diabetes and blood pressure. Health of customer is more
important and by providing high nutrition value goods company will get more customer
satisfaction and base and overall profit will be raised.
Restraining forces
When the company is making change, at that time certain obstacles arises. As making any
changes in the working of the company requires proper allocation of funds and arrangement of
the same will be quiet difficult for the company and will require immediate raising of funds
through various sources.
Golden Wonder starting providing healthy and high quality products by launching low fat
crisp snacks which was healthier in comparison to the old snacks, the prices of products will also
be increased and customers who buys the goods of cheaper price will not prefer the costly
product which will be a problem for the company in maintaining the profitability. Another
problem Golden Wonder may face is the lack of infrastructure and technology, as for making
any change more advance technology is required so that more goods can be produced in less time
in effective and efficient manner. Therefore, it should focus on creating a infrastructure which
appropriately fits in almost all situations of Golden Wonder.
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Measure to overcome the obstacles- To overcome the problem of lack of funds Golden
Wonder will search for the investors. The firm will start issuing its share in the market so that
more funds can be acquired. Golden Wonder make measures that the quality goods can be
produced with reasonable prices. So that the product can be purchased by maximum consumers.
Different barriers to change and how they influenced decision making and leadership.
There are various barriers which can be arises in making any changes in the Golden
Wonder. As it is not easy that without any problems the differences can be made. Some barriers
which arises are:
Poor or inefficient communication
Communication plays an important role in every field as due to poor communication the
employees will not be able to understand what the supervisors are trying to convey. As for
making effective communication the leaders have to make new strategies so that the message
conveyed can be easily understand and change can be implemented as soon as possible in
Golden Wonder. It also impacts the decision making as without proper communication effective
decision cannot be taken in regard to any issue arises on a sudden basis.
Failure to involve employee in the change process
For making any difference in the organisation it is must that all the employees are
involved. Without the involvement of workers the changes cannot be implemented, Golden
Wonder has to engage all workers so that the change of making healthy foods can be
implemented.
This impacts the leaders as to engage the employees leaders have make new policies and
laws for Golden Wonder so that all the workers can be involved in the change process. This also
impacts the decision making process as without the concerned of all the workers an effective
decision cannot be taken(Alavi and Gill 2017).
Inadequate resources or budget
Resources are first requirement for making any difference in the company. As Golden
Wonder trying to supply quality foods to the consumers. So for that having required raw
materials and budget is the first condition. Lack of raw materials creates barriers in change.
As this impacts the leadership as leaders have to make arrangements of raw materials and
finance so that difference can be made. Having finance issue due to shortage of budget will also
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impact the decision making of Golden Wonder, as the management have to make arrangement of
funds and then only final decision can be made.
How the change accomplished and how successful was it for Golden Wonder
The change was accomplished by taking many measures and procedures. The company
has made a change as it started producing healthy foods which is of less cholesterol and more
nutrition value. For implementation of the changes, Golden Wonder will first do market research
about the needs of the customers, and will take feedback from the people and accordingly make
changes, the buying behaviour of the consumers and what the other competitors are offering,
quality of competitors products and at what prices the goods are offered.
The company adopted new and advance technology so that the more goods can be
produced in less time. New advance machines are used by the company in manufacturing of
foods products (Iveroth and Hallencreutz, 2015). Golden Wonder search for efficient labours
and involve them in the decision making process, thus help in accomplishing the plan. More
focus is given by the firm in packaging of products.
The changes implemented will prove to be successful for the Golden Wonder only by
providing high quality organic and healthy foods to consumers. More customers are attracted
towards the brand and was successful in satisfying the buyers. The change made by the company
was successful as it results in increasing the sales. Increased sales assist in raising the revenue so
it can be said that the change made is fruitful. The decision of manufacturing healthy food
products helps in improving the brand recognition, making the change successful.
Advantages and disadvantages of various leadership approaches dealing with change.
The quality or trait approach
The trait or quality approach to leadership was one of the earliest theories of leadership.
This approach focuses on personal attributes of leaders such as personal and characteristics,
competencies and values. The trait theory focus on personal values and characteristics of the
leader of Golden Wonder. The theory approach to study the human personality that identifies and
measures the degree convinced personality traits, very often recurring patterns and thoughts of
behaviour like anxiety, anger stress (Simons, 2015).
Advantage- Trait theory completely relies on statistical analysis or hard data of Golden
Wonder. Unlike several other theories, the personal experience or subjectivity of the theorists is
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not considered in trait theory. Since the personal interpretation of subjective factors can lead to
bias ideas; trait theory has no bias.
Disadvantages- Trait theory does not substantially account for personality changes, both
temporarily and in the long term of Golden Wonder. Since it does not address trait development,
it offers little or no guidance on how to change trait aspects in the company.
Situational leadership
This is the style in which leaders act according to the situations. According to the
situation in the Golden Wonder leaders act and make the decisions. This style works well in the
environment where staffs usually changes(Head and et.al., 2018).
Advantages- Situational leadership puts the relation between managers and employees at
its centre. This leadership style helps the Golden Wonder company in taking decisions according
to the situations.
Disadvantages- Situational leadership as a model may not feel intuitive to task oriented or
heavily regimented managers. This type of leadership approach is not suitable for all types of
organisations, but can be adopted by Golden Wonder according to the situations.
CONCLUSION
From the above study, it has been concluded that change is necessary in the company,
company has made change that it started providing healthy foods to consumers. As by making
this change company will survive long in the market. Providing high quantity products helps the
company in getting more customers. For accomplishing the change Golden Wonder adopts new
technology, as by the use of advance technology more products are produced in less time. The
report also concludes the SWOT analysis of Golden Wonder which helps in knowing the
company that what are the strength and weaknesses of the company, as by knowing weaknesses
the organisation will take measure to improve that.
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REFERENCES
Books and References
Abernethy, K., 2017. Brief Guide to Leadership: Leading Change, Strategy, and Culture.
Alavi, S.B. and Gill, C., 2017. Leading change authentically: How authentic leaders influence
follower responses to complex change. Journal of Leadership & Organizational Studies.
24(2). pp.157-171.
Edwards-Groves, C. and et.al., 2019. Driving change from ‘the middle’: middle leading for site
based educational development. School Leadership & Management. 39(3-4). pp.315-333.
Espedal, B., 2017. Understanding how balancing autonomy and power might occur in leading
organizational change. European Management Journal. 35(2). pp.155-163.
Head, B.A. and et.al., 2018. Palliative Nursing Summit: Nurses Leading Change and
Transforming Care The Nurse’s Role in Communication and Advance Care
Planning. Journal of Hospice & Palliative Nursing. 20(1). pp.23-29.
Iveroth, E. and Hallencreutz, J., 2015. Effective organizational change: leading through
sensemaking. Routledge.
Lopez, P. and Wise, D., 2015. Leading Change for the Implementation of Common Core State
Standards in Rural School Districts. Education Leadership Review of Doctoral Research.
2(1). pp.47-56.
Nelson‐Brantley, H.V. and Ford, D.J., 2017. Leading change: a concept analysis. Journal of
advanced nursing, 73(4), pp.834-846.
Neumann, J.E., James, K.T. and Vince, R., 2019. Key Tensions in Purposive Action by Middle
Managers Leading Change', Research in Organizational Change and Development
(Research in Organizational Change and Development, Volume 27).
NHS England, 2016. Leading change, adding value: NHS England's commitments. British
Journal of Healthcare Assistants. 10(10). pp.502-505.
Simons, M., 2015, June. Leading a successful change initiative. In Proceedings of the
Conference for Entrepreneurial Librarians.
Wilkinson, J. and et.al., 2017. Leading Practices: Examining the Practice Conditions for
Educational Change in High Schools. AERA Online Paper Repository.
Wylie, F. and et,al., 2017. P-275 Inspiring leadership leading self: leading with others in a
palliative care setting.
Yrjölä, M. and et.al., 2019. Leading Change: A Customer Value Framework. Leading Change in
a Complex World: Transdisciplinary Perspectives.
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