Leading Change in Business: Morphy Richards and Dyson Analysis

This report delves into the dynamic business environments of Morphy Richards and Dyson, two prominent brands in the household electronics sector. It meticulously compares their responses to internal and external changes, marketing strategies, and future business plans, highlighting the impact of leadership styles on their operations. The analysis encompasses the effects of drivers like government policies, competitor actions, technology advancements, and customer preferences. Furthermore, it examines the application of various leadership approaches and their effectiveness in navigating change management. The report also discusses strategies to mitigate the negative impacts of innovation on organizational structure and the importance of effective communication and employee engagement in fostering a positive and productive work environment. Through a detailed exploration of these aspects, the report provides valuable insights into the complexities of leading change within a competitive business landscape.

UNDERSTANDING AND
LEADING CHANGE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Comparison between organisation and impact on change on organisation strategy.........1
P2. Effects of internal and external drivers on leadership .....................................................3
P3 Minimise negative impact on organisational structure.....................................................3
TASK 3...........................................................................................................................................4
P4 Barriers for change and their influence on leadership decision making...........................4
TASK 4............................................................................................................................................6
P5 Approaches of leadership and dealing with change management ...................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
The environment of business organisation is made up of both micro and macro
environment which includes organisational structure, employees, leadership role, competitive
market, company’s functions, management, etc. This business environment is very dynamic and
potent and in terms of functioning of all the element in business activity. These elements can
have both positive impact and negative impacts on the outcomes and performance of
organisation. Morphy Richards and Dyson are among the two leading brands in the
manufacturing of household electronic items and are considered as the biggest competitors in
current business environment. This assessment will focus on comparing their behaviour in
external and internal environment, marketing strategy and future business planning as well as
leadership style. This assessment will also focus on inappropriate and negative leadership style
and how they have affected their business activity. Different approaches and styles of leadership
have been discussed along with their impact on business.
TASK 1
P1 Comparison between organisation and impact on change on organisation strategy
It is known that business environment is not stable; it keeps on changing on frequent
basis and so, an organisation must ensure that they have effective strategies to deal with the
changes in market, in demand and supply, technologies, new market opportunities and effective
market analysis so that they can make higher profit and gain growth in their business. The
organisation must use different theoretical and analytical tools for better analysis of their market
and make strategies, this will aid them to increase productivity, brand value and increase their
revenue base. Effective and better planning will allow organisation to increase their growth and
opportunity to expand in the new market.
For making effective strategies, organisation must consider external factors also like
government policies, legal aspects, social factors, employee’s potential, demand and supply of
market as well as expansion policy. These ethical must be considered in in their business strategy
making for smooth functioning of enterprise in different market. In this task two companies deals
in same sectors are being taken and growth strategy and business plan have been discusses. Two
company are Morphy Richards and Dyson.

Morphy Richards – It is the oldest electronics and electrical brands brand which deals
in home appliance since 1936. It is one of the first companies that makes home appliances e.g.
bread makers, sandwich toaster, kettles, etc. They have established their brand in across the
globe with effective strategy and planning with changing market.
Dyson Ltd. - It is a private organisation founded in 1987 that also deals in home
appliance products. Some of the famous products in the UK market are vacuum cleaner, blade
less plan and hair driers. They have developed their business world with effectual business
strategy in very short period of time.
Basic Morphy Richards Dyson Limited.
Innovating Technologies Company is successful due to
their better marketing strategy
in adopting the latest
technology in their appliances.
Initially, they used to make
electrical items but later
started making electronics
appliances also.
Company was formed at the
time of revolution in field of
electronics. So, they have
started making electronic
appliances from the beginning.
External factors Organisation has analysed and
adopted different external
factors like legal factors,
government policies, market
demand, competitors and
expansion which help them to
run their business smoothly.
They are new to electronics
market. So, sometimes it is
very difficult to manage
conflicts.
Structural changes Since organisation is very old,
it is having a well-structured
enterprise.
Organisation is new to market
and so, they sometimes find it
difficult to understand legal
structure and way to
implement it in their business.
Operating Murphy deals in electronics They mainly focus on dealing
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and electrical equipment. It is
easier to operate appliances.
in electronics equipment.
Many people find it difficult to
operate e.g. old age people find
it ambitious to deal with
electronics items which
provides many functions.
While making some modification in appliances, company must ensure that their
electronic appliances must provide easier operating instructions and keys so that it can be used
by people of different age groups. For achieving accuracy in their products, organisation must
consider
Operations – Operational division of organisation must make sure that their planning
related to different departments must be executed properly. Before implementing any tool, they
must make sure that they have simulated the planning with several analytical tools to monitor
success of their business e.g. launching any product in new market.
P2. Effects of internal and external drivers on leadership
Organisation through the world to implement change management in their business. This
is used to guide, analyse and suggest organisation in implementation strategies which will aid
them to fetch better output by increasing production. Certain measures which must be considered
in change management are technology, tools, workforce management and strategies.
This change management will help organisation to understand changes in market and
implement the same accordingly. This management practice helps leaders to understand changes
in the global market. They can be able to analyse market through provided data. Through this
they can address different aspects in the environment and make suitable planning accordingly.
Changes are important because with same old traditional practices, a company cannot grow in
any market like Morphy Richard is able to succeed in market due to their ability to adapt and
implement changes of market. Dyson Limited also made effectual strategies to succour and grow
in market. Some of the major impacts of internal and external drivers are mentioned as below:
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 Government led drivers – Changes made by government which includes policies, legal
laws, protocols, trading practices can affect proceedings Morphy Richards and Dyson
Ltd. For reducing effects of these policies organisation must understand these factors
deeply so that they can easily implement in their business and implement strategies
according. For example Brexit is about to happen where UK will move apart from EU, so
eyeing Brexit UK is supporting many small scale organisation to grow in market. So for
maintaining their dominance in market manager must make effective strategies to to
outplay these small organisation.
 Competitor led drivers – Apart from the existing organisation many small scale
organisation and start-ups have come up which are well supported by government
organisation. These organisation are called flagship killers as they are often used to kill
market of bigger company by manufacturing same appliance at a cheaper rate. Leader
must concentrate on understanding strategies of those organisation and make certain
measures to maintain their values in market e.g. Say in case of India Morphy Richards is
selling hand blender at a certain rate but it is well competed by Usha, who is providing
same feature in smaller price rate.
 Technology led drivers – In the field of electronics technology has played vital role. To
prosper in business, company must adhere with technology. Manufacturing and launching
product with latest technology will company to increase their sales and increase their
image and brand value in market. Both the company have understood this fact and have
have assigned separate research and development wing to analyse and modify their
products.
 Customer Led Drivers – The main base of calculating success of a organisation is to
understand their customer base, having more customer will aid them to increase their
sales and brand value. Hence it is crucial for organisation to make loyal customers. For
increasing customer base an organisation must manufacture quality product and sell them
at a reasonable rate. After selling their product company must monitor feasibility in
market which aid them to understand customers liking , disliking, behaviour attitude and
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purchasing power of customer in given market. Morphy Richards has sustained in market
due to their constancy in product and customer loyalty.
Apart from analysing their product in market they also have analyse internal and external
factors of their organisational structure for making a stronger and better organisation. They can
analyse this through two factors:
PEST
 Political – Organisation must consider certain acts, policies, guidelines and legal
framework. They must follow and implement these instruction in their working to reduce
deputes and conflicts in their business activity. Company must also understand that while
expanding their business in some other company they must also understand and follow
rules and regulation of that country.
 Economical – It includes economical factors of a country. Company must understand
present economical condition, growth rate , employment rate, cost of living of people of
a country before investing and expanding in that country.
 Social factor- It is about people, life style, culture and values of any place. Company
must analyse this culture diversity before investing in that country e.g. In many rural
area of of South Asian country people likes handmade food instead of microwave oven
hence it will be wasteful to to invest and focus in that sector
 Technology – Innovation is key ,to be successful in dealing in electronics sectors. A
company will only prosper with advanced technology and effective implementation of
technology.
SWOT Analysis
 Strength – Both the organisation have different strength. For example Murphy Richards
have a very strong and analytical wing for analysing market and Dyson has improved
equipments for manufacturing of advanced electronics equipments.
 Weakness – Both organisation have some weakness also, cost of their product is very
high so it is not affordable to many people in developing country.
 Opportunity – Murphy Richard has very strong research and development wing and a
very good brand value so it is possible for them to extend their company to new bases.
Dyson also have advanced electronics machinery. It aid them to manufacture automatic
home appliances.
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 Threat – Both the organisation have threat from flagship killer companies. These
company use to sell same electronic equipment at comparatively lower rate. So they must
plan to counter these factors in a proper way.
P3 Minimise negative impact on organisational structure
Innovation and modification always affect organisation in positive or negative way. It is
role of manager to understand all aspect and remove negative for organisational culture. It is duty
of manager to understand psychology their workforce in organisational structure.
Staff and workers are pillars for success of any enterprise. Potent and skilful employee
will make positive and healthy environment in organisation which will produce more
coordination and collaboration between their employees. For increase profit they must plan and
make a systematic pathway to increase their sales in the market.
 Creating a pathway – Better communication between employees will aid in better
passing of information between them. Manager can inspire employee by giving
motivation speeches which can only be possible through effective communication. This
will also help an organisation to mane better collaboration between employee and make
them goal oriented.
 Explaining objective and planning – Explaining planning and target to employee will
give importance and value to employees so that they can be more enthusiastic and goal
oriented. Through this employees will feel that they are given more values and
importance in organisation hence they will work more enthusiastically for development
of organisation.
 Organising meetings and seminars - For explanation about business activity, targets
and technology different seminars and workshops are organised to explain company's
goals and make them aware about their company.
 Implementation and management of planning – This is the final step which analyse
overall process and minimise risk. It must be considered that effective planning are only
fruitful when ever factors and prospects of both macro and micro environment are
covered.
Morphy Richards continuously work on minimising negative effect on their business for
that they use different approaches e.g.
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Bruke Litwin Model – It is used to determine link between external and internal
environment through making hypotheses view of functioning of enterprise (Finnigan, 2010 ) .
This is very useful tool because it can have both theoretical and practical approach for analysing
different function performed in business environment.
This model has only one main dimension and all other factors revolve abound it.
 Dimension and strategies
 external environmental fracture
 organisational structure
 organisational function
 working environmental
 methods and decisions
 organisational culture
 workforce management
 legal framework
 Individual and organisational performances
Analysing these factors will help to minimise negative effects form organisation because
these factors are directed and responsible to only one direction or point of analysis. Morphy
Richards time to time use this approach for better management of of their business (Branson,
2012). On the other hand Dyson is focussed on increasing their technology base and eye to
dominate the future prospects of business.
TASK 3
P4 Barriers for change and their influence on leadership decision making
Certain changes in an organisation will bring different issues and conflicts in organisation
which has to be addressed properly (Bingham, 2010). These changes affect planning and
decision making of leaders which will badly affect proceedings of organization.
Different element which impact decision making are mentioned below:
 Resistance to change and different opinion- When different changes are implemented
in any enterprise, it cannot satisfy all employee of organisation. It can have positive and
negative change on employees (Aslan, 2013). Manager must ensure that all employees
can take it in a positive way. The leader must convince their employee that they will get
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ample time band training about the work e.g. Morphy Richards has a different training
and development cell which help new employees and existed one to learn new
technology and enhance their skills and effective. The manager can also convince
employee by giving some motivational skills or arrange seminars and motivational
speakers.
 Force field analysis – This theory was formulated and invented by Kurt Lewis. He
pinned down certain theories and measure to assist the changes (Anderson, 2014). This
theory cannot be used in every aspect as it has both pros and cons. Positive effect is it is
used to define and manage workload and working hour of the employee but provide no
information about tackling new technologies and policies.
 Case study- It is about understanding market through different cases. In this company
used to provide different cases which has previously happened in market. Different case
study helps them to analyse different prospect in market which involves own position,
competitors position, market ventures, technology, products, customers etc (Hintz, 2013 )
.Through better understanding of market, organisation can make strategies and planning
in market. Case study is very important aspect to understand a business environment so it
can be handled by experts only. They have tom record views of customers,
employees,competitor and researchers and use effective tools for better analysis of case.
By better understanding these elements they can guide their employee in a better way and
enhance their decision making.
 Schein's organisational culture model- Model was developed by Edger Schien. He was
a professor by profession in management studies in Emirates. He has pinned down
different factors which affect decision making of a leader (Thomas, 2013). A manager is
responsible for making decisions internal and external organisation. A leader must
analyse dynamic nature of market place like innovation, technology, workplace
management, organisational culture, attitude and behaviours, positive and negative
thinking , legal factors etc. So a leader must be able to handle all these factors in
professional way which will help the organisation to grow and and develop in business
activity.
Impact of barriers on decision making of leaders:
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There are various barriers which are face by an organization which conducting their
operation and function. Such as continuous change, resistance of employees, change in external
factors and so on. These factors directly and indirectly impact on decision making of a leader
because due to this leader has to conduct analysis on regular basis and then develop plans
accordingly. Along with this they also need to develop decision on the basis of situation. Such as
in situation of resistance of employees, leader has to first conduct evaluation of issues and
understand viewpoint all staff that why they not want to do particular work. After which they
will develop decision so that they can satisfy requirement of staffs in proper manner that
encourage them to conduct work.
TASK 4
P5 Approaches of leadership and dealing with change management
A leadership must ensure he deals with change which arise in business organisation. A
leader must implement right approach and right leadership method for effectual handling of a
situation.
Behavioural leadership- According to this theory of leadership, leader of a company
must more focussed on specific behaviour of employees while developing strategies rather then
considering traits or characteristics. For this leaders required some particular skills such as
technical, communication, conceptual and so on which help them in iterating as well as
communicating employees in effective ways. That will help leader in developing decision in
effective manner according to behaviour of staffs. This is so because in an organization there are
mainly two type of employees who want to work and who didn't want to work. So it is essential
for a company to develop decision accordingly.
Situational leadership – This theory was developed in 1969 by Paul Harsey and Ken.
This theory is on the basis of two behavioural factors directive and supportive. This theory has
been clearly explained with 4 level theory e.g. in Morphy Richards a leader must have high
directional behaviour and low supportive behaviour (Fyke, 2013).
According to this theory leadership approach should not be only factors to implement different
changes in organisation. Morphy Richards is a very large company they must ensure that before
implementing new technology they must organise different brainstorming session which gives
opportunity to their employees to give their views and ideas for development of organisation
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(Carrington, 2010). Giving that much importance to employee can make positive impact among
the workforces.
Elements of situational changes are given below -
Initiating change – Any change which is being implemented in a business organisation
must be small and big but they can be implemented with equal intensity otherwise it can badly
affect any organisation in their growth process. The problem which has arises can be in macro
and micro environment (Doppelt, 2017). A leader must address it n different way. In internal
organisation structure certain problems like workforce management, workplaces, training and
development , attitudes and behaviour of employee are termed as major problems which arise
inside Morphy Richards whereas external factors includes latest technologies,policies,
guidelines,analytical thinking, expansion and competitive market etc. A leader must analyse
different pros and cons of their strategies to fetch better result of their planning. The key
ingredients of analysing different internal and external factors are
 This will allow a manager to manage different prospect in effectual way so that the
organisation can get better revenue and output of their products.
 It is used for modifying and implementing certain strategies in effective way. The
manager must focus on customer demands in market before manufacturing that product.
Kotter's 8 Step model of change-
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