Understanding and Leading Change: A Case Study of Zoom's Evolution

This report provides a comprehensive analysis of Zoom Video Communication's change management strategies, particularly in response to the surge in demand during the COVID-19 pandemic and the subsequent security challenges. It begins with an overview of Zoom's mission and vision, followed by an examination of the organization's change processes, highlighting the issues encountered and the measures taken to address them. A PEST/SWOT analysis identifies the key drivers of change, including political, economic, social, and technological factors, as well as the company's strengths, weaknesses, opportunities, and threats. The report evaluates the impact of these changes on Zoom's organizational strategy, operations, leadership, individual behavior, and team dynamics. Furthermore, it assesses how the company minimized the negative impacts of change by applying appropriate models to plan for and process change efficiently. The conclusion offers a critical evaluation of the long-term implications of change, providing recommendations for minimizing future adverse effects through effective planning and management, including change impact analysis to identify potential risks. This analysis showcases Zoom's journey in navigating rapid growth and adapting to evolving security needs, offering valuable insights into organizational change management.

Understanding &
Leading Change
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Table of Content
Assessment Part 1
1.0 Introduction 3
2.0 An overview of the organisation and it’s change processes 3
3.0 A PEST/SWOT analysis to be undertaken to identify drivers of change
6
4.1 An evaluation of the drivers and impacts of change and how they have
affected organisational strategy 14
4.2 Comparing the impacts of change and the effect they have had upon the
organisation’s strategy and operations 18
5.0 Evaluation of how change will have affected leadership, individuals and
team behaviour 20
6.0 An evaluation of how the impact of change was minimised and the
application of appropriate models applied to plan for and process change
efficiently 20
7.0 Critical evaluation of the long- term implications of change to inform
conclusions and recommendations for minimising affects of change through
effective planning and managing change, including change impact analysis
to identify potential risks of change 21
8.0 Conclusion 22
References 23
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1.0 Introduction
Zoom video communication is a distributor of video and online
messaging services which runs on a cloud-based end-to-end software platform.
Eric Yuan started this firm in 2011 in California, USA. Throughout the COVID-
19 outbreak, this was the most useful aspect and it was utilized for work from
home, corporate meetings, recruitment, online learning and online TV and web
enjoyment. Their mission is to make video chats more secure by reducing
friction. Their vision is that individuals can achieve more due to the video
interactions, that consumers, the business, colleagues and themselves are its
worth and that its culture is based on delivering joy to others. The aim of the
report is to measure the effect of large-scale change on the organization's
strategy and operations. Also analyzing how the change would affect business
behaviors and using theory and models, recommend steps that would be
implemented to reduce the negative impact on the firms.
Organizational change relates to a transition in an organization's existing
condition with the goal of improving performance. These changes would
involve improving an organization's procedures and routines, reorganizing its
operational structure or making a significant adjustment in its systems. This
means that organizational change aims to increase productivity in the short term
or long term. As a result, the transition should take particular actions in order to
reach specific objectives and aims (Alam, 2020). To implement the change
procedure and achieve the desired outcome, a defined plan and allocation of
resources method are necessary. External change drivers comprises of political,
economic, social and technological factors over which an enterprise could have
little or no control. As the elements are possible sources of strategic risk, they
must be carefully evaluated by organization or researcher.
2.0 An overview of the organisation and it’s change processes
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In 2020, the company encountered a lot of issues when executing its
application. The major worry was security, which resulted in a drop in sales and
stock. The company ran into issues as a result of undesirable individuals
collecting video conversations in order to disrupt routine operations and data
leaks. The phenomenon of Zoombombing wherein pranksters enter Zoom
meetings and display pornographic or scary videos. Zoom's standard settings are
to responsible in this case since they do not encourage meeting passwords and
allow any participant to share the screen. For resolving their issues, the
organisation has hired multiple number of experts to increase their security and
privacy policies (Bacova and et. al, 2020).
Organizational change describes the measures taken by a corporation or
firm to modify a significant aspect of its organisation, such as its culture, core
technology or infrastructure, or internal procedures. Organization design
includes the development of people, processes and structures to ensuring that
the firm's goals are met (Ali, Sun and Ali, 2017).
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Phase1: The change process begins when senior management recognizes
a desire for transformation from inside the organisation. This is generally the
result of a major crisis, such as a sudden decline in sales, substantial labour
problems, or excessive labour turnover (Belschak-Jacobs, 2018).
Phase2: An external entity is frequently recruited to propose a description
of the issue and begin the procedure of focusing organisational employees on it.
If internal staff members are skilled and trustworthy, they could also handle the
change process effectively.
Phase3: The change representative and management begin accumulating
and analysing required data in order to identify and address the most pressing
issues.
Phase4: It is necessary for the entity to encourage thinking and prevent
employing the same old tactics. Alternatives are found through generating fresh
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and viable possibilities in a creative manner (Hauser and et. Al, 2018). When
colleagues are enabled to engage in the process, they acquire a sense of
participation and are much more certain to be devoted to the ultimate plan of
action.
Phase5: Phase 4 alternatives are often tested on a limited scale and the
outcomes are analysed. If the approach is effective in one unit or a subset of a
unit, it may be implemented throughout the enterprise (Fullan, 2018).
Phase6: When the plan of action is considered appropriate, it must be
embraced freely by people in the organization. Performance improvement can
serve as a source of reinforcement, resulting in a dedication to the change.
3.0 A PEST/SWOT analysis to be undertaken to identify drivers of
change
PEST analysis
PEST Analysis is a measuring method used to analyse markets for a
certain product or business over a specific time period. PEST Analysis assists
businesses in making improved company decisions and increasing efficiency by
researching different factors that may impact a business, such as political,
economic, social and technological factors. In context to the selected
organisation, PEST analysis is mentioned below:
Political factors: The most crucial political element was the political
approach to nationwide lockdown in the year 2020, when the zoom application
experienced a significant increase in the amount of users and everyday
engagement in zoom sessions. In the social and health constraints that
lead imposed schools, colleges, companies and many people to seek simple and
free ways to communicate with their students, workers, teams, or
relatives(Berisha, Cotella and Solly, 2021). Zoom had approximately 10 million
daily participants prior to COVID-19. Within only a few weeks, the amount of
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users for this virtual solution had risen to more than 200 million. Several
countries, including those in Europe and North America, seek to drive the need
for zoom.
Economic factors: As it does not need the physical presence of teachers,
online education is a more cost-effective alternative to traditional education.
Additionally, because there are no productions or transportation costs to
consider for from copy to copy, suppliers of online education may provide their
course material at relatively low prices while still assuring a solid profit. While
being a more cost-effective long-term alternative to the conventional education,
online education has a somewhat significant initial cost (Bhopal and Bhopal, 2020).
This is due to the fact that in need to absorb digital information, every student
must have accessibility to an electronic device. And in advanced nations, there
is little of an issue because many students already own electronic gadgets and
can easily purchase them. The high price of computers and smart phones could
be problematic in underdeveloped nations.
Social factors: The split of work among on-site and teleporting customer
behaviour is one of the social and cultural societal factors that impact zoom.
During the first quarter of 2020, millions of people become customers through
having video meetings, conferences, or sharing moments. Several of these
behaviours remain as they are valued by employees, businesses and family
members that are far distant in the setting of a health crisis. The populace's
mobility and demand for digital are other factors affecting zoom and both are
raising trends in recent years in the framework of COVID-19. Social distancing
and curfew regulations enhanced the need for digital alternatives. Despite being
a very effective method of learning, internet education has the disadvantage of
diminishing personal connection (Choolam, 2020). Students that attend a physical
school engage make eye contact with former classmates, school employees and
a variety of other people, including those they meet on their route. The few who
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learn underneath an electronic screen miss out on this interpersonal connection
that is certainly essential to social growth and mental wellness. Another factor
that finds it challenging to substitute conventional education for younger kids is
the requirement for physical care. Conventional schools are a simple technique
for parents to ensuring that children are served, exercised and usually provided
for when they are normally out of the house for the most of the working day.
Young kids will be kept at homes for long periods of the day online schooling,
which would have been an unwise option for various reasons.
Technological factors: In terms of technology developments, the main
affecting factors of zoom at the beginning of this spring 2020 Lockdown,
enabling two-way encryption of conversations and their utilisation to digital
data overall, along with video conversations and conferences. This technology
was not well practised by the company and it received horrible criticism. As
nearly all students, particularly in poor nations, have access to technological
devices, students will be impossible to access online learning materials (Creary,
2021). Electronic gadgets may be accessible in some situations, but their quality
is insufficient to offer a good learning experience. Another significant
technological hurdle to online education is Internet connectivity. Even if a
student possesses a powerful enough electronic device to receive digital
educational materials, students must still be able to browse those resources over
the internet.
SWOT analysis
A SWOT analysis is a list of the corporation's strengths, weaknesses,
opportunities and threats. The fundamental goal of a SWOT analysis is to assist
companies in developing a complete understanding of all the elements
associated in taking a business decision. Internal factors are the corporation's
strengths and weaknesses. Strengths are attributes that provide a firm with a
competitive edge, whereas weaknesses are features that a corporation must
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conquer in order to enhance its effectiveness (Jacobs, Johnson and Hassell, 2018).
External factors are the corporation's opportunities and threats. Opportunities
are components in the external environment that the firm recognizes that this
could explore in the future to produce value. Threats are external forces that
might restrict the firm from accomplishing its purpose, mission, or producing
value. In context to the selected, SWOT analysis is mentioned below:
1) Video conferencing has been simplified
Zoom did not develop video conferencing technology, which existed
before 2011. Zoom prioritizes user-friendly information. Its advanced
technology and open API platform have been well received by users around the
world.
Zoom's biggest strengths are its technology products and services.
Although it is in a new production and development phase, it has established a
brand among industry leaders such as Google, Microsoft and Cisco (Geary, 2021).
2) Scope of products and services
Zoom has a great product range for video conferencing and webinar
solutions. It attracts individual clients and organizations around the world.
Zoom's clean user interface and third party integration make it an affordable
communication tool. It started with video conferencing and chat features, but
has now expanded its product range to include Internet calls and webinars.
3) International product acceptance and availability
Zoom offers one-on-one video, chat, screen sharing and free calling. It
soon attracted audiences from all over the world. Resource collaboration and
sharing has become an attractive organizational and educational institution
(Padmaja, 2019). Zoom has a brand name that is currently known for its apparent
strength in expanding global demand. Since last year (before the spread of
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Covid-19) it has reached over 300 million daily conferences through its
network.
II) Zoom. Weaknesses
Zoom in on the open source API and Code Access provides developer
integration and custom access. The interface is easy to use to attract a more
international audience. However, corporate and business consumers have been
critical of the platform over security issues.
1) Lack of encryption
Zoom has been widely criticized for not having encryption on its
platform. Large business, government and sensitive business organizations are
reluctant to use the Zoom video conferencing platform (Rhodes, 2020). Although
the company has announced the removal of all communication products, experts
still rely on these claims.
2) Data security concerns
Apart from the obvious lack of encryption feature, another major
criticism that Zoom faces is the security of user data. Critics say that even
though both users are outside of China, one of Zoom's most popular
applications went through "Chinese" servers. Lack of cloud data security for
their customers is another flaw in their most important communication
technology.
3) Economic instability
Zoom reported full annual gains after 7 years of operation. For a
technology-based product like Zoom with a global audience, the level of
financial stability is not the same. It received $ 3 million from WebX founder
Subra Iyer in the early years. Zoom 6 received additional investment from
multiple funding rounds worth $ 146 billion. The company reported net profit
for the last two operating years only from the IPO in April 2019. Despite the
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possibility of reporting higher profits in the past years, inflation this year has led
to the current crisis (Shalk, 2020).
III) Zoom opportunities
Zoom has finally made its mark in the global video conferencing
industry. The pandemic problem has opened new doors for technology
companies like Zoom.
1) Requirements to increase video conferencing
Zoom has grown from 10 billion meetings in December 2019 to the
current 300 million daily meetings limit. Although the significant increase in
styles is largely dependent on the current issues of COVID 19, consumption is
likely to increase in the coming years as well. Zoom focuses on organizational
clients with 10 or more users. It has already announced future plans to work
with startups and provide customized solutions for corporate customers.
2) Business partnership opportunities
Demand for work from home is likely to increase and this trend is likely
to increase in the coming years. Most businesses require customized
communication requirements for employees and their customers. Zoom
responds with improved API delivery to already optimized SDK and corporate
users. Zoom recently launched the event hosting event "Onzoom". The
education and health sectors will also grow in demand for video chats in the
coming years (Zamfir, 2019).
If Zoom can keep up with the pace of competition, it will show steady
growth over the next few years.
ZOOM Threat
Zoom works very fast in the technology industry. Its competitors are
industry leaders such as Microsoft and Google, which have unrestricted jobs
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around the world. Making its mark on the industry with the highest quality and
sustaining growth and development is always a challenge for Zoom.
1) Highly competitive market
Competing with global brands like Microsoft, Google and Cisco is not an
easy task for any company. Zoom faces stiff competition from well-established
and international products in the video conferencing industry. The company has
recently introduced new products such as cloud-based event products Zoom
Phone and OneZoom. However, market competition remains a major
commercial threat to Zoom.
2) Reliance on third party platform
Product dependence on third-party platform services is one of Zoom's
major issues. The pricing plans offered by Zoom are not the ultimate cost borne
by the end user. The total cost of video communications will result in significant
business losses for the company in the coming years (Khoo, 2018).
3) Intelligence safety concern
Zoom also faces commercial losses due to criticism of its lack of data
security. Government and major corporate users are not always ready to use
Zoom resources. Though the company has introduced its new end-to-end
(E2EE) features, it will take time to restore consumer confidence.
Mention the drivers of change (Session -1)
As more companies move to work remotely during the COVID-19
epidemic, companies face a new challenge to make greater use of their remote
work. Zoom has become a popular videoconference app and has always been a
top choice for most travel groups and organizations. However, as with any
change in technology, people will find that it causes them a lot of problems.
Video conferencing has proven to be an important part of many corporate social
media and collaborative strategies. Like the Board of Executive Board, the cost
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of video conferencing, ease of use, flexibility and feasibility open the door to a
wide variety of new application models to meet the needs of today's dynamic
work environment. Switching to a cloud-based approach to videoconference
solutions is a very important thing. This significantly reduces delivery time,
maintenance efforts and costs for IT departments and end users.
Infrastructure such as software on physical and virtual servers
Implementing business software on physical and virtual servers has been
a common technical solution in the business world for many years. This concept
has only been expressed in video conferencing for the past three years, where
the need for complex, fast, and short response times is crucial in providing an
acceptable user experience.
Over the past few years, businesses have increasingly used video
conferencing as an internal tool, enabling communication between their partners
over the same IP network. Video interconnection between companies is, in most
cases, restricted by network security policies that prohibit incoming (and
continuous) IP video calls. IP video traffic can enter or leave corporate
networks, among other issues include backback issues and vendor engagement
challenges. So without much interest in inter-company video, the attempted call
will fail. And because of this, many companies abandon the whole idea
(Labanauskis and Ginevičius, 2017). Today, however, companies have softened their
stance on IP video, allowing most outgoing video traffic to break through the
firewall and leave the network. In addition, the service provider has expanded
their offerings to allow companies to stream more videos in the cloud. And over
time, video conferencing has become a common tool for corporate
communications.
Even in the past, things were never the same. Over the years the office
computer has shown that it does not produce more magic than a home
computer. It makes no sense for employees to sit at an office computer for two
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hours instead of a home computer. While many have been debating the issue for
years, many employers fear that domestic workers will benefit from a lack of
oversight and not be productive. Last year he threw this long-term idea out the
door because many managers found their employees more productive work
from home than sitting in the office on their own time (Nawaz and et. al, 2018).
Before the epidemic, the main trend of video conferencing was meeting
rooms. This technology is now adequately maintained and affordable to make
available to more workers. Companies began asking for video production in
small spaces throughout the office, rather than in large conference rooms,
because smaller groups have remote members and require video in the form of
room managers.
While conference rooms are a great way to increase video usage and
empower small work groups, the focus of the experiment is only on the other
side of the call.
4.1 An evaluation of the drivers and impacts of various types of change
and how they have affected organisational strategy
Evaluate the drivers of change to the organizational context.
Hybrid Employee
Things haven't always looked the same, even in past pandemics. Last year
the office computer did not show a better product than the home computer. It
doesn't make sense for employees to travel for two hours to sit at an office
computer instead of a home computer. Although many have objected to this for
years, many employers insist that domestic workers will benefit from the lack of
supervision and will be paid if they do not produce. Last year many employers
pushed outside for this long-standing concept as many employers found that
their employees were more productive when sitting at home than sitting in the
office. However, the physical office is not fully visible (O’Regan and Burton,
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2018). Companies don't demolish their office buildings, but with a hybrid model
where employees commute two to three days a week instead of five, video
becomes a bigger part of the workflow as companies gain their newfound
popularity.
Home Office Update
Before the pandemic, the main practice of video conferencing was
crowded rooms. This technology is manageable and expensive to make
available to more employees. Companies are now beginning to request video
launch in smaller spaces throughout the office rather than just in large
conference rooms, as smaller groups often have remote members and require
more video such as hanging over a board room. Remote workers first create the
need for compact room systems, and then re-evaluate what they look and feel
like. This is enough for companies as long as remote workers can easily see
what's happening in a crowded room. The pandemic has changed its priorities in
terms of visual and audio quality. After a year of bad camera shots, poor
lighting, and unattractive appearances compared to people with better setups,
domestic workers began looking for better ones. Fortunately, some employers
understand the need for people to look good while working remotely and
provide employees with resources to improve home arrangements. Home
offices are renovated as video retailers explode, offering kits and bundles for
home workers — typically, webcams and headsets — as well as high-end
webcams for customer-facing positions. New presentations that should look
great in the video (Safapour, Kermanshachi and Taneja, 2019).
Productivity Boosting Features
In the old days of video marketing, using technology was difficult,
expensive, and unreliable. What sets it apart is the need to be done by the seller,
which proves to be a little easier, more affordable, and more reliable than the
competition. Some video vendors, such as Zoom, are focusing on improving
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conference production by 2019, involving participants in much more than just a
basic conference function. New capabilities include writing, video cutting, file
sharing, translation, and integration with production programs. Even before the
outbreak, these symptoms were of great interest.
When the pandemic broke out, he rarely found himself on video in real-
time operations that could not be used on video or just for state conferences.
Video calls are no longer just chatting or editing, just getting things done. As a
result, product development facilities continue to expand. While this field is still
evolving – and these features are very mature – it is a big part of video
technology.
Support live video editing
So far, there are two worlds of video: recorded and live. Recorded video
has a good product value and unlimited results. Live video, whether conference
or webinar, is usually a green camera feed from the conference room or desktop
camera. The new streaming software is designed to provide live video editing,
enabling production performance results during live video calls. These
background effects range from changing themes to complex camera effects and
techniques. Many vendors like Zoom already offer features that support green
screen and visual themes and can add more excitement. In the future, we will
rely heavily on third-party software as core business video applications support
live video editing features. This is another trend that was there before the
pandemic and is now accelerating because of it (Shields, 2017). After watching
themselves in a simple video box for over a year, activists are searching for
something fun and powerful.
Video remains normal
Zoom was not a household name before the pandemic. If someone from a
video conference or event is wearing a Zoom T-shirt, friends will ask what it is.
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Now, Zoom has become more common, has a function of its own, and many of
its competitors are gaining recognition daily. As the business pandemic
progresses, video is no longer just a business tool, instead of office meetings
and visual meetings. After the working day, weddings, graduations, card games,
film groups, doctor visits, music lessons and video conferences were held.
State the impacts of various types of change
Transformation Change-
As home-based work is commonplace in many businesses around the
world, video conferencing connects groups. It is not surprising that 55% of
companies adopt video conferencing in their daily activities. Now, more than
ever, the future is not possible when going to work, and visual groups can
communicate via video chat instead of living in person. The recent growth of
post-Covid-19 operations has led to a discussion of the best ways to bring teams
and organizations closer together remotely and what companies should plan for
the future. When an epidemic first triggered home stay rules, most companies
were reluctant to switch to more hours and collaborative work, and they spent a
lot of time and resources employing employees full time. Post-Covid changes
shed light on long-distance work and conferences and how they play a role in
sustaining business continuity now and in the future. U.S. And with open and
physical offices and offices in other parts of the world, the next step will be a
combination of work office workers and those away from work - and the
increased flexibility between the two (Spirou and Brown, 2017). Digital
transformation remains an insurmountable force - integration with integrated
information technologies is an integral part of current and future business plans
to support a distributed workforce.
People-centered change
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From day one, Zoom founder and CEO Eric Juan aims to create a cloud-
centric service that transforms the spirit of real-time collaboration and improves
the quality and performance of enduring communication. What does this mean?
This means we are creating a simple, comfortable and most importantly
platform that works all the time for all meetings. Stability and quality are very
important for zoom service. During a rapid transition, employees need to be
safe. Anxious leaders, who love to listen and are committed to providing help,
lay the foundation for trust. It can be started by asking group members how they
feel; Asking about their families (appropriately) depends on the relationship.
Openness, balance and confidence and openness also build a culture of trust and
a secure work environment.
4.2 Comparing the impacts of change and the effect they have had upon the
organisation’s strategy and operations
Zoom was widely used in the year 2020 and still in demand as COVID 19
is there. Earlier, Zoom was not much used widely but due to the pandemic, it
gets highlighted and started using by millions of people. Firstly, in 2020, Zoom
faces many challenge due to its security and privacy policies in which
competitors get an opportunity to replace the position of Zoom in the market in
which many applications such as WhatsApp upgraded itself and add fracture of
video call for upto 8 participants at a time (Appuhami, 2019) . Due to a sudden
change because of the outbreak, people start working from their homes,
industries shut down and even many people lost their jobs too. People work
were working from their homes uses Zoom video call for conducting their
meetings, conferences. Even school, colleges, universities started to teach with
the help of Zoom. For increasing user's security and privacy, the organization
hire expert to resolve this problem, along with this, many people were hired at
this moment as the organization has started to growth and it required people,
and in year 2020, Zoom gained 635%.
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Zoom has increase their customer base to more then 80,000 organization
with 10 employees and eventually they started to setup their offices in different
locations such as Tokyo, Amsterdam, Paris and so on with more than 2000
employees (Ismail and Alam, 2019).
Critically evaluate the long-term implications of internal and external
drivers of change within an organisation.
As Zoom gained its popularity in year 2020 and still popular in 2021 but
due to the announcement about the vaccine, Zoom started to decline its stocks
and sales. When pandemic took place and people started to do work from home,
Zoom application highlighted but when the pandemic end and everything back
to normal, people would forget about Zoom (Kumar and Rodrigues, 2020). The
long term implication of internal drivers will be Zoom bombers where any
random person enter into the meeting which is due to the Zoom application
security issue. External driver such as COVID 19 has changed the whole picture
of Zoom which makes land at gaining its popularity an gained 635%.
As Zoom will lose its popularity when everything backs to normal, Zoom can
offer certain offers so that people could start using the application such as
giving prizes, discounts and many more. This would attract user stay in contact
with the application (Koirala, 2019).
Draw conclusions and recommendations with valid justifications for planning
effectively for change and applying change impact analysis.
From the above, it can be encapsulated that, Zoom has been gained its
popularity in year 2020 and 2021 and to still make sure to stay in the market,
Zoom video call can make tactics and strategies to be the industry such as by
providing certain discounts, prizes and so on. From this way, the firm could
maintained its name and popularity in the industry.
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5.0 Evaluation of how change will have affected leadership, individuals and
team behaviour
Zoom has around 10 employees when people started to use during
pandemic and now the firm has its location at many place with more than 2000
employees(Williamson and Harris, 2019). Earlier, Zoom has encountered concerns
about the security an privacy issues which create a disaster for the organization,
leading to decline in the usage of the application. Due to this, people stopped
using the application, telling the Zoom has been selling the user's data. This
affects the individual emotions as well as team behaviors. Furthermore, this also
influence other people very much they ate easily conned to heir lover ones (Peng
and Lin, 2021).
Recommendations
From the above , it could be recommend that Zoom application could
make sure that they could came up with different strategies to be the market. As
Zoom increased their security and privacy policies, the organization is running
best.
6.0 An evaluation of how the impact of change was minimised and the
application of appropriate models applied to plan for and process change
efficiently
ADKAR change management model
ADKAR model is considered as a bottom up method which was created
by Jeffrey Hiatt. This model concentrates on the people that are behind the
change. In context to the selected organization, ADKAR model is mentioned
below:
Awareness: It is a stage where it ensures that all the personnel of Zoom
are aware about that there is need for change and it could be done with the help
of various communication activities (Sawaean and Ali, 2020).
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Desire: In this stage, the staff members should have a desire to make their
contribution by participating and also support the change which is planning in
the Zoom.
Knowledge: In context to Zoom, the organization make sure that all
employees must aware about the changes and also gets the knowledge about
that properly.
Ability: In this stage, the organization could face challenges and barriers
while planning to change. For that, the employees should be ready to face the
difficulties and also have the ability to make the changes happens in the firm
(Tam and et. al, 2020).
Reinforcement: Reinforcement is to sustaining the changes that helps in
clearing that there is no turning back.
7.0 Critical evaluation of the long- term implications of change to inform
conclusions and recommendations for minimising affects of change through
effective planning and managing change, including change impact analysis
to identify potential risks of change
Zoom has been used widely in last year and still being used as COVID 19
is still present and many people are still working from their homes and well as
students are leaning online. There were many changes occur in the organization
such as the firm just having around 10 employees and due to outbreak, the
organization get its fame and opened their offices in different location with
increasing the employee count with more than 2000. Also, the organization
upgraded its application with increased their privacy and security policies, time
of the video calls and even free services from K to 12 schools (Velazquez and
Chankov, 2019) . As vaccine has been developed and many almost everything is
getting normal, people will tend to forget about Zoom and as a
21

recommendation, the firm could apply different strategies to be the industry
such as offering free services or providing discounts and so on.
8.0 Conclusion
From the above discussion, it can be concluded that changes in an
organization as vital as it assists in driving of the sales and also increases the
customer base for the firm. These changes could helps in long survival in the
industry as well as maintaining and serving to its loyal customers. In this
report, it includes the PEST and SWOT analysis, evaluation of the drivers and
impacts of change and their affected organizational strategy and operations. It
also includes ADKAR model which is applied to plan for and process change
efficiently and also the long- term implications of change.
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References
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Table of Content
Assessment Part 2
1.0 Introduction 27
2.0 Application of force field analysis to determine opposition and support
for change 27
3.0 Use of force field analysis to make valid recommendations for meeting
the organisation’s objectives 28
4.0 An explanation of the different barriers to change and how they
influenced decision making and leadership 28
5.0 How was change accomplished and how successful was it? 29
5. Advantages and disadvantages of different leadership approaches to
dealing with change, illustrated by application to a range of examples
29
6. Critical evaluation of different leadership approaches and models of
change management 30
26

1.0 Introduction
The role of leadership in change management provides motivation to the
changes and also to the people who are involve. They develop an importance of
change and also represents commitment as well as passion for getting the things
done. They get to know that change could be difficult and recognize the
requirement of the motivation given to the people for stepping out or their
comfort zone. Zoom is taken as base company. Zoom video communication is a
distributor of video and online messaging services that runs on a cloud-based
end-to-end software platform. The organization and services was started by Eric
Yuan in 2011 in California, USA. In this report, it covers the application and
analysis of force field analysis with different barriers to change. It also includes
the advantages and disadvantage of leadership approaches and its critical
evaluation.
2.0 Application of force field analysis to determine opposition and
support for change
Force field analysis is considered as tool for a root cause analysis which
could assists in taking action when the root cause will be found. This analysis is
based in the assumption that any circumstances is the outcome of the force for
and against the present state of equilibrium (Alrowwad and et. al, 2017). It
represents the positive and negative of a situation, taking all the elements into
consideration while making the changes. The changes done in the organization
reflects both opposition and support for change with their scores are is
mentioned below:
 Brings security and privacy to the application (+3)
 Increases sales and revenue (+3)
 Video quality (-1)
 Increased cost (-2)
27

3.0 Use of force field analysis to make valid recommendations for
meeting the organisation’s objectives
Force field analysis is used for analyzing all those forces which helps in
driving a positive change and also a barrier in moving towards the goal. The
organization has increased their security and privacy policies which is +3
whereas there is decreased in the quality of the video which is -1. From these
values, it could be say that the organization could move forward (Grøn, Bro, and
Andersen, 2020). Another factor is increased sales and revenue which is +3 and
increased cost in -2. It can be say that these changes bring a positive change in
the organization.
4.0 An explanation of the different barriers to change and how they
influenced decision making and leadership
The barriers to change in an organization is mentioned below:
Individual change resistance: The changes occur in the selected
organization faces a lot of stress such as a sudden increase in the number of
users in which the organization has to update their application regularly. This
makes all the employees to work more in the firm as it was a surprise for them
(Allan, 2019).
Lack of strategic direction: A lack of strategic direction could create a
negative impact on the organization. The selected organization must include
various components such as an overarching goal, clear and measurable
objectives, time estimation, bench marking to evaluate and outlining of strategic
communication (de Sousa Jabbour and et. al, 2018).
The changes are planned by the internal stakeholders such as employees,
managers and shareholders of the organization. The changes could be aimed for
solving the internal issues such as overcoming from the security and privacy
issue of Zoom video application. The changes in Zoom is done internally as it is
28

able to meet the aim and objectives of the organization. A change in a firm
requires a leader that could share the related information to the necessary
changes which has to be done on he organization.
5.0 How was change accomplished and how successful was it?
The changes which was done to the organization was to able privacy and
security to the application. Earlier, in 2020 when Zoom application was getting
highlighted, there was certain privacy and security issues which needed to be
resolved. Another change was that, the organization has now been working with
more than 2000 employees which offices situation at several locations whereas ,
earlier, there was less than 10 employees in the organization and they so not
have their offices in various locations.
5.1 Advantages and disadvantages of different leadership approaches to
dealing with change, illustrated by application to a range of examples
Contingency theory of leadership
The contingency theory of leadership states that the effectiveness of
leader does not depend on their abilities but all the external factors such as
culture, environment and social relationship creates impact on the leadership
process.
Advantages: This theory is dynamic in nature which means that the
changes are done according to the situation. This also enables the managers to
change the policies as per the situation. The theory also assists managers for
enhancing the leadership as well as decision-makings skills (Lee and et. al, 2017).
Disadvantage: The suggestion for change could be simple yet complex
when implemented. Along with this, handling of certain situation could be a
tough job for a leader.
Situational leadership theory
29

Situational leadership theory is a theory which describes that leader could
adopt distinct leadership styles as per the situation they encounters. This theory
considered as an effective manner of leadership as it adapts the need and
requirements of the team as well as set advantageous balance for entire firm.
Advantages: This theory recognizes the need for the flexibility which
means that the leader develop such as environment where people are motivated.
Also, this creates a comfortable environment for all the personnel as well it is
responsible for several phases of development in staff members and assists them
to mention skills level of all the employees (Setianingrum and Handriyono, 2019).
Disadvantages: One of the disadvantage of this theory is that, it creates a
confusion in the firm as the leader could constantly change its technique for
mentioning the employee needs. Along with this, this type of leadership could
only concentrate to the short term goal as an outcome.
6. Critical evaluation of different leadership approaches and models of
change management
From the above, it could be encapsulated that, both contingency and
situational theory of leadership has their merits and demerits. For the selected
organization, it could be recommend that, the leader could use contingency
theory of leadership as this enables them to implement the changes according to
the situation. The policies and procedures would also changes according to the
situation. These changes are effective which could be easily reflected in the
organizational performance.
30

References
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31