Understanding and Leading Change: Vodafone and Virgin Mobile Analysis

This report analyzes the impact of change on Vodafone and Virgin Mobile, two telecommunication companies. It examines how technological advancements, mergers, and external factors like political and economic drivers affect their strategies and operations. The report compares their responses to change, including the adoption of new technologies, the impact of mergers, and the challenges of adapting to external pressures like Brexit. It also explores internal and external change drivers, their effects on leadership and individual behavior, and measures to minimize the negative impacts of change. The report uses the PDCA model for change management and provides recommendations for planning and implementation to enhance positive outcomes and mitigate adverse effects. Overall, the report provides a comprehensive overview of change management within the telecommunications industry, highlighting the importance of strategic adaptation and effective leadership.

Understanding and
Leading Change

INTRODUCTION
Growing as well as knowing modification is undertaken as the crucial prospect of whole
organisation in which leaders can adopt several things in appropriate manner. Changes is
considered as the continuous procedures where enterprises modify its structure, technologies,
operational system and others for obtaining competitive advantages into environment of business
(Abeandalet, 2013). According to the cases, selected organisation for this report is Vodafone, it
is the well known multinational telecommunication conglomerate. Their headquarters is in
Berkshire, United Kingdom. This report covers the illustration of two different organisation and
how its strategies and operations get impacted, changes intrinsic as well as extrinsic driving force
that impact behaviours of group, leadership as well as individuals. Also, the steps by which firm
can decrease their negative impact and several changing obstacle that effect leadership decision
taking process are discussed. Along with this, usages of various leadership approach for dealing
with modification is mentioned into in this report.
TASK 1
P1
It is significant to get knowledge regarding changes within firm and its effects upon their
strategies as well as activities. Also, this knowledge may be developed efficaciously during
modification effect is examined on activities as well as functions of 2 organisations that comes
under same sector. This will assists to understand many ways in which modification get
impacted both firms. For example: the comparison is performed among Virgin mobile and
Vodafone. Both firm views few modification into respect of their integration. For example:
Presently, respective firm is doing a modification afterwards its merger with company IDEA.
Where as Virgin mobile ready itself for the t-mobile and sprint merger (Boost, MetroPCS and
Virgin to survive merger with Sprint, T-Mobile executives promise, 2019). respective firm
functions that company as well as their merger will definitely parting dense trace inside their
plan of action as well as activities. Thus, both the companies are compared that are explained
below:
Organisation Changes Drivers of
change
Impact on
strategy
Impact of
operations
Vodafone Changes in Business After These changes of
1

Technology-
As technology
is growing day
by day so, this
becomes easy
to operates in
all UK.
Vodafone is
always
undertaken as
the
competitive
organisation in
respect of
technology
adoption by
them. They
believed to
used advanced
inputs of
technology to
facilitates
appropriate
outputs to its
clients within
UK and
another places.
expansion merger, the
scope of
expansion
have widen
showing the
resource
sharing into
both firm and
efficacious
financial
capabilities.
The merger
permit them
sign the deal
with global
enterprises
machines in
context to
bring
technology to
home like AI
and internet
related things
(Vodafone
Idea signs
multi-million
dollar IT deal
with IBM,
2019). This
impact the
strategy
strategy has impacted
its operation as
recently the
organisation can
allow accessibility
affect to its clients in
context to effective
connectivity and
good internet
connection.
Moreover, internally,
company will be
hiring new technical
staff as well as
provides appropriate
training to external
workers which will
assist them to
enhance its abilities
within potential
market. As the
technology changes
the respective
organisation have to
change their working
procedures that
should be in more
significant way.
2

positively. By
this the
choice of the
firms changes
they utilised
new
technologies
and
procedures
effectively
and
efficiently.
Virgin Mobile In respect of
technology
UK have one
of the
advanced
telecommunic
ation
infrastructures
into world. In
context of
technology
advancement,
Virgin Mobile
adapted the
technologies
so that it can
able to
facilitate good
services to its
Updated and
quality
services
However,
into merger,
firm has to
adopt the
updated
technology
into their
telecom
network like
Automation
an integration
network for
being
competitive.
This will
have
optimistic
impacts as
strategies is
Also, they have
pessimistic impact on
its operations as new
techniques are
utilised for training
which may interrupt
the management and
employees of
company to adopt
these advanced
technologies. Also,
they changes their
working methods as
it switch their works
to more digitalised
manner.
3

clients within
UK.
related. As
there is
change into
technology so
they have to
choose the
Automation
an integration
network that
will
beneficial for
company.
TASK 2
P2
Change Drivers is defined forces of company's outside or inside which encourage
changes within firm. Two changes drivers like intrinsic and extrinsic. Both the drivers has
effects on attitudes of Vodafone group, leaders as well as single. Both of them are discussed
below:
Change Internal/
external
Impact on
leadership
behaviour
Impact on
team/
department
al
behaviour
Impact on
individual
behaviour
Measures to
minimise
negative impacts
Innovation: It is
defined as the
prominent
drivers for
change within
organisation.
Most of the firm
Internal These kinds
of
innovation
effects
leadership
positively as
their leaders
As a
pressures
can be
experienced
by the group
for adopting
new ways as
This impact
the
behaviours
of an
individuals
as they have
to
The measure to
minimise the
negative impacts
is training will be
provides to team
and individuals
which help them
4

required to
innovate its
operation,
methods and
many others in
order to sustain
for long time in
competitive
marketplace.
For assuring its
strong position
within market
area in future
time, Vodafone
have to
consistent into
its work
towards
adopting new
technology and
process by
introducing
Artificial
Intelligence
through
utilising united
security service
as well as
chatbots to
ensure that
information are
required to
leads the
whole
company
towards new
modification
.
well as
working
with advance
tools and
techniques in
respect of
innovation
that planned
by firm.
understand
the new way
s of
operations
and work
accordingly
which
minimise
their
potential.
to understand the
new ways easily.
5

to be secure
(Innovating
with Vodafone,
2019).
Resources: The
internal
resource of firm
includes
technologies,
financial
management
and others.
These resources
facilitates
modification
within
organisation
and perform
that as this is
significant for
firm to modify
its operations in
order to
maximise the
overall elements
performance in
functions of
company (Baird
and Boak,
2016).
Internal Positive
impact have
realised
upon
leadership
as they
adopted
transformati
onal style to
deal with
changes
regrading
resources.
For
instance,
organisation
have to
change its
strategy
which is
related to
Brexit
financial
management
post where
transformati
onal
Modification
in this
situation can
impact team
behaviour
within firm.
Such as the
merger
started a
change
within
technology
which is
impacted
resistance
into
employees
and their
morale.
Behaviours
of
individuals
get impacted
negatively
as new ways
of working
have been
started in
organisation
and they has
to work
accordingly.
Training and
development
programmes
session will be
given to their
team and
individuals as
well as some
strategies will be
formulated so that
they can able to
perform
effectively and
efficiently.
6

leadership
plays
important
role for
maximising
the
performance
of resources
in
efficacious
way.
Political
Drivers: It is
associated to
political
scenario which
prevail within
country as well
as impact
organisational
operations and
strategy that
they perform in
particular
environment
(Blanchard,
2018). Within
United
Kingdom,
whole firms had
been suffered
External These
changes has
pessimistic
impacts on
leadership
behaviours
as they are
answerable
for creating
the structure
of firm
flexible so
that their
employees
get retained
and ensure
company's
sustainabilit
y into
uncertain
However,
this changes
also affects
team
behaviour
negatively.
As due to
Brexit the
sales get
reduced and
team do not
get any type
of
compensatio
n through
which they
get
demotivated.
Because of
expected
modification
the
individuals
experience
shortage of
job
securities
within
organisation
.
To minimise the
negative impacts,
the Vodafone
perform merger
with another
company which
enhances the jobs
vacancies.
7

from the
consequences of
BREXIT. This
is the evidence
and substantial
political
unstable within
country and
firm is
performing in
same. Various
large companies
like Vodafone
are hit back by
executing many
changes in their
task.
situations.
Economical
Drivers: These
are the external
drivers that start
changes n
context of
economic
performance
within
organisation
and it have
impact on
leadership, team
and individual
External These
changes
effected the
leadership,
behaviours
as leaders
has to face
constant
pressure as
well as
asperity to
retain their
staff instead
of its bad
This will
impact the
team
behaviours
as they feel
demotivated
and do not
work
effectively
for attaining
organisation
al objectives.
This will
impact
individuals
behaviours
as they
identify the
measures
gaps and
evaluate the
factors in
which they
can
contribute to
bring
To control
negative impacts
the management
have to predicts
the fluctuations
that will occurs in
future. Also, they
has to evaluate
competitors
strategies to
remain
competent.
8

behaviours.
After Brexit
there was
experiences a
down fall in its
currency due to
which many
large firm
closes. Also,
some of them
are in losses and
they initiated
modifying its
operations as
well as
strategies.
economic
condition.
reforms.
Social drivers:
These external
drivers are the
social trends
which explain
the needs to
modification
within
organisation. As
combination of
social and
cultural is
predominating
within the
world, clients
External It impact
positive on
the
behaviours
leadership.
In context of
leadership,
it allow the
management
of company
to employ
individuals
from many
cultures and
work to
Also, these
changes
have positive
impact on
team
behaviours
as it can
experiences
that cultural
influences
the more
opportunities
for growth.
This impact
the
individuals
behaviours
as they
have to
change their
working
methods by
using
different
tools to
comply with
trends of
society.
Organisation
have to closely
evaluate the
consumers tastes
and preferences
in order to built
products as per
the customers
choices.
9

demands for
services which
help them to
communicate
internationally
with ease.
Moreover, this
is most
influential
drivers of
change for
Vodafone firm.
provide
appropriate
services to
its clients
(Campbell,
2015).
Technological
Drivers: As
technology is
growing day by
day so, this
becomes easy to
operates in all
UK. Vodafone
work to change
its inputs of
technologies
and adopt new
one as per the
market
demands.
External It has
positive
effects on
leadership
as their
leaders have
to facilitate
training to
its
employees
regarding
adoption of
advance
technology.
However,
team
behaviour is
usually
positive as
employees
into a team
experiences
an
accumulative
transition.
Moreover,
These
changes
impact
individuals
behaviours
negatively
they can be
resistance at
individual
level as
sometime it
is hard to
work with
advance
technologies
.
They have to
provide
orientation
regarding the new
technologies and
machinery that
respective
organisations are
adopting so that
they can able to
know about that
effectively and
perform
accordingly.
Comparison:
The impact of all the above mentioned changes are discussed below:
10

Vodafone Virgin
After merger, the scope of expansion have
widen showing the resource sharing into both
firm and efficacious financial capabilities. The
merger permit them sign the deal with global
enterprises machines in context to bring
technology to home like AI and internet related
things. This impact the strategy positively.
These changes of strategy has impacted its
operation as recently the organisation can
allow accessibility affect to its clients in
context to effective connectivity and good
internet connection.
However, into merger, firm has to adopt the
updated technology into their telecom network
like Automation an integration network for
being competitive. This will have optimistic
impacts as strategies is related.
Also, they have pessimistic impact on its
operations as new techniques are utilised for
training which may interrupt the management
and employees of company to adopt these
advanced technologies.
P3 Evaluate measures that can be taken to minimise negative impacts of change on
organisational behaviour.
There are many measures which are significant to prefer for minimising negative impact
of modification. These measures can assists organisations to adapt techniques and safety process
for safeguarding themselves from overall adverse effects of changes (Dinwoodie and et.al,
2014). Also, preferring these measures can also be beneficial for firm to acquire competitive
advantages within enterprises.
Recommendation for planning:
11

For decreasing the negative impacts, Vodafone can used PDCA model of change
management to enhance positive impact of changes as well as decreasing negative affects. This
is described below:
 Plan: It is the starting steps to react in changes. This is required through Vodafone in
identifying their problems as well as analyse the overall market area to ascertain the
opportunities which exists within market in respect of organisation. All required
procedures, data, and others are needed through firm to do changes in its strategy,
operation and so on (Engen and English, 2016). Do: This is the another steps of PDCA Model, in this respective firm has to develop
many projects in respond to changes. This assist them to facilitate training to their
employees, acquire new resources and process, formulate policies and others. All strategy
and system which are devised within planning step will implemented in this particular
phases. For example: the strategy of firm and developing this more horizontal will be
conducted in this steps. Check: It is the third step that is related to analysis of whole strategies appropriately
which is implemented within previous steps. Moreover, this is significant phase which
organisation has to follow in case they need to respond and cope up with changes
effectually. For instances, respective company can develop various standards for whole
12
Illustration 1: PDCA Model, 2019
(Source:PDCA Model. 2019)

of its changed strategies and operations. Moreover, firm can set targets if they do not
accomplished that then they stop that one and then it create divergence. This is required
through company to modify the same to attaining the goals.
 Act: It is the last steps. After evaluation Vodafone ascertain that which which plan is
effective in context of modification and from all devised process as well as strategies, the
firm prefer the more efficacious strategies for changes.
There are various measures that can be taken to minimise negative impacts of change on
organisational behaviour within a company. Some measures are described below -
 Good Communication - An organization where employees can communicate with upper
and lower management, increase in their morale and confidence can be seen. Having
good communication whether formal or informal is essential as it allows an effective and
efficient way of operating.
 Participation in decision making – Involving the employees in the decision making
process of the company inculcates a sense of participation and being considered within
the employees and hence they put forward their views and inputs believing that they are
contributing to their organization. This in turn motivates them to get a task done as
effectively as possible and therefore increased job satisfaction.
 Training and Development – Conducting regular training and development programmes
for the employees helps them to build new skills and strengthen the ones that already
exist. These programs also help employees in getting them to a higher level than they
were at previously. Any kind of weakness is reduced if the employee takes these
programmes seriously and makes efforts to improve himself/herself.
TASK 3
P4 Explain different barriers for change and determine how they influence leadership decision-
making in a given organisational context.
While doing the modification within organisations, sometimes barriers can occurs that
formulate gap into actual and standards practices which develop negative effect on daily
operations at workplace (Malone, 2013). Hence, it is the accountabilities of mangers or leaders
of organisation to examine the market place and identify the barriers. Then make strategies
accordingly in order to solve problems. Vodafone utilises Force Field model for examining the
modification.
13

2-3 examples of real changes that are being introduced by the chosen organisation
 The Vodafone is collaborating with growing international technology partners involving
LBM to spread new age technologies with built in customisation and novel innovation.
They have a belief that utilisation of IBM's hybrid and multi cloud, analytics as well as
AI security abilities will emerge the progression of Vodafone.
 Vodafone is also committed to safeguard their consumers cyber security, privacy and
identity. Also, they believe into connected world with frictionless customer experiences,
whilst assuring the higher levels of integrity.
Force Field analysis model:
Force field analysis is basically used to inform decision making as well as in planning
and implementing change management practices in an organization. With the help of these
practices firm can enhance decision making practices in order to apply appropriate changes as
per business requirement and need. It will help to decide whether or not to move forward with
the desired modifications. All these practices determine growth opportunities for an organization
that can be carried out by taking proper decisions. Main objectives of implementing this process
is to analyses complex problems that requires to be resolve properly at appropriate time period. It
is the model that aids organisation to perform evaluation as well as examine the modification that
happen within firm. This includes two forces first one is driving force and another one is
resisting forces. Resisting force is considered as the types of barriers that occurs while adapting
as well as executing changes. Whee as driving force aids company to identify and conduct
changes as well as adapt that in work area. This is undertaken as the efficacious techniques for
the process of decision making.
So, the evaluation of Force field analysis in respect of Vodafone are discussed below: Driving Forces: This is defined as the modification in forces while changing into
consumers requirements of firm its leaders have to formulate strategies as per that. Such
as in context of Vodafone, its clients are demanding good network, affordable recharge
package and others. Moreover, they have skilled staff by adopting new technology it may
able to do the work in more faster manner. Therefore, respective company leaders
formulate new strategy as well as plans for accomplishing the staff and consumers
requirements and also execute that within firm.
14

 Resisting force: This is defined as the barriers that firm faces when they execute changes
in its company (Pautz, 2016). For example: Executing changes at work area needed more
cost or funds, lack of employee engagement as they do not want to adapt changes as well
as they restrict to recent technology as well as techniques. This kinds of staff behaviours
impact organisational productivity. Therefore, Vodafone leaders decided to encourage its
workers so that they will perform task effectually.
Few barriers that organisation faces while adopting changes as well as this also impact the
procedures of decision making are explained below: Inappropriate communication: The elements for the success of firm is appropriate
communication. While inappropriate communication drives towards several issues like
conflicts, dissatisfaction among employees and impact on the decisions of leaders.
Moreover, it also hamper the workplace surroundings as well as decrease their sales and
productivity. So, to deal with this barriers, its leaders provides accurate and clarity
information in respect of changes which performs in firm. It also formulate efficacious
work environment as well as enhance profitability of respective company as well as
attain their objectives in effective and efficient manner.
 Lack of staff involvement: It is the common barriers to change management. This is the
huge mistake that firm generally perform is the do not involve their staff within change
management procedures. Also, workers at work has fear of modification as well as they
are not resist to adapt changes. Efforts of change can only get succeeded when workers in
firm are involve into changing procedures. In respect of Vodafone, their leaders have
taken various steps so that their staff get involved into change management procedures.
As workers are individuals who aids company to attained their expected goals effectively
and efficiently.
An organization comes across various types of barriers while adopting change within the
company. Therefore, various ways in which the companies can overcome the barriers are as
follows-
 Education and Communication – In order to overcome any kind of barrier in a
company, the basis is formed by education background of the employees and the kind of
communication between them. Sincere communication about any problem that comes up
15

helps in finding out the appropriate solution to it. Similarly, good education background
of the employees helps in clearing out any misunderstanding or misconception.
 Involvement and Participation – When the employees are allowed to participate and
involve and give their inputs when decision-making is done, they feel valuable and
important to the company and therefore they'll have a sense of being getting involved.
 Negotiation and Bargaining – The people who lose their motivation to work and resist
any kind of change should be provided with benefits like rewards and incentives and
increased rewards may be given. This is generally opted for when the company is
looking to restructure its business.
 Support and Facilitation - The model says that problems relating to adjustment within
the employees tend to increase when changes are to be introduced within the company.
In such cases fear and anxiety may come up in the employees, therefore making
facilitation and support necessary and essential forthe employees.
TASK 4
P5 Apply different leadership approaches to dealing with change in a range of organisational
contexts.
As the technology is becoming advance in UK and also in another areas. So, the
intended changes are Vodafone used to adopt advanced technology for effective outputs. Also,
they sign the deals with multi million deals with IBM which is a international business. The
reasons for this changes is to upgrade their operations and expansion of business. This will help
company as through it the respective organisation can able to get a platform for fast track joint
initiatives into artificial intelligence as well as internet of things. Also, IBM supports Vodafone
to expand flexible payment plan structure in terms of contract by their totally owned subsidiary,
IBM international financing. Therefore, all these changes assists respective organisation to
implement the changes in easier manner and attain objectives.
Leadership play vital role within company. With the assists of leadership approach, firm
can able to overcome with the tough business atmosphere. There are many leadership approach
that can be adapted through Vodafone for conducting the work efficaciously. Its manager adapt
many approaches an change management model for adapting the changes in proper way. Few
approaches are discussed below:
16

Situational leadership approach: This is considered as an effectual approach that is
adapted through leaders of large organisation with the intent to deal with challenges as well as
circumstances that raise because of complexities of company (Prochaska, Redding and Evers,
2015). Utilising such approaches, leaders of Vodafone can able to formulate effectual decisions
as per the particular situation. Moreover, this also make simple for their leaders to execute the
changes effectively and appropriately without tackling with any problems. Also, these
approaches do not allow leaders to develop decisions according to circumstances but maximises
the abilities of formulating plans as well as decisions in fast way.
 Autocratic Leadership - A team with autocratic leadership style will have only the
leader who makes all the decisions without taking any kind of inputs from the team
members. Vodafone can adopt such leadership style in order to make effective decisions
in order to achieve goals and objectives.
 Democratic Leadership – Also referred to as participative leadership style, the leaders
in this type of leadership style where the team members are allowed to participate and
provide their inputs during the decision making within the company. Vodafone can use
this leadership style as the organization has employees that are knowledgeable and skilled
and can provide valuable inputs.
 Laissez-faire Leadership – The employees or team members under this type of
leadership style are allowed by their leaders to make decisions but this results in much
lower productivity. Vodafone can implement this leadership style to make decisions that
are made from the point of view of the team members.
 Transactional Leadership – A transactional leader is in charge of large projects that are
bound with rules for their completion and achieve goals and objectives on time.
Vodafone being a multinational company can opt for this leadership style so that the
goals and objectives set by the company are achieved on time.
Therefore, after understanding different kinds of leadership styles stated above, it can be
concluded that democratic style of leadership should be followed in the company as this
encourages and motivates the team leaders to work towards achieving the goals in a more
appropriate way as the members are allowed to share their inputs.
Lewin's change model:
17

Change management is a required process for an organization through which firm can
implement desired modification in their current activities. Implementation of change is required
an appropriate process that determine a path to manager to implement new process and re-assign
task. This process required effectiveness of implementing change in firm as per business
requirement and need. Kurt lewin’s change theory define in three different stages through which
amendment is adopted permanently such as Unfreeze, change and refreeze. All these steps assists
organisation to do modification appropriately. The Vodafone apply Lewin's change model to
develop structure which helps their leaders to formulate strategy respectively as per the
circumstances. All the steps are mentioned below: Unfreeze: In this, Vodafone leaders finds changes and take approval from their
management as modification are required into company. Such as selected firm identify
that they require to change their promotional methods which they are applying recently.
They are using print media for the promotion of their services and products (Wells and
Xenias, 2015). But now they use social media, digital technology for this it take
permission from their seniors. Changes: In this, Vodafone manager and leaders communicate the changes plan to other
staff of company as well as try to solve the several issues that are associated with
modification. Then it formulate strategy and plans based on their needs by involving
workers in its procedures of change.
 Refreeze: In the step of refreeze, Vodafone create the path by which they implement the
changes in order to sustain for long time in potential marketplace. For this, they organises
many sessions of training for its staff and acknowledge them about the usage of advance
technology as well as why it is beneficial for them (West-Burnham, 2016). By this, staff
know about the efficaciousness of new promotional techniques and how to use it.
CONCLUSION
As per the above report, it has been concluded that changes plays significant role within
organisation. Changes are essential in firm in order to met the new trends and competition within
competitive marketplace. Moreover, external as well as internal within business environment
impact team, leadership and individuals behaviours. PDCA model are applied are for decreasing
the negative affects upon changes. Few barriers that organisation has faces because of changes
18

are inappropriate communication, lack of staff involvement and many more. In addition to this,
to deal with these changes, company use some approaches and models of leadership such as
democratic, situational approaches and other.
19

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