Change Management Essay Example | Topics and Well Written Essays - 1750 words

Change Management - Essay Example Change Management Due to the unsteadiness of the business environment, companies around the world are trying to bring in some kind of changes in their functioning system so as to comply with the changing needs. These changes appear in many forms such as a change in the product portfolio of the company, alteration of the marketing and operations strategy, transformation of the distribution system and implementation of a new technology (Taylor, 2009). Furthermore, changes also appear in the external environment of the organization such as changes in the customer preferences, new rules and policies from the government, changes in the competitive landscape and industrial relations. Such changes in turn compel organizations to bring in internal changes so as to comply with the external factors (Cowan, 2005). Any such changes require effective management from the part of the company. This is the reason why change management is often defined as a structured approach for transforming an organization from its current position to a desired position for the future. A change in the organization is therefore deemed as an opportunity to embrace growth or an opportunity to survive in the market place (A. Mills, Dye & J. Mills, 2008). This study seeks to scrutinize the need for change in an organization and how the changes suggested will be achieved or implemented. In order to carry out the study and assess the need for organizational changes and present a plan to implement same, the study will choose an organization and will analyze it accordingly.... Virgin Australia Airlines: A Brief Overview Virgin Australia Airlines previously known as the Virgin Blue Airlines is an Australian based airlines service providing company. It operates under the brand name of Virgin. The company is considered as the second largest airline company of Australia in terms of the fleet size. The company was founded in the year 2000 by British businessman named as Richard Branson and Brett Godfrey. It is now based on Bowen Hills, Brisbane (Virgin Australia, 2013a). The company commenced its operation with only two aircrafts and both are operating on the same single route. Since, the inception the company has been recognized as one of the strongest aviation companies due to its sheer service offering and affordable pricing. Despite, affordable pricing the company has always focused on the leisure sector and tried to position itself as a carrier that offer high value for money (Virgin Australia, 2013b). In the year 2011, the company repositioned itself as à ¢â‚¬Ëœnew world carrier’. Since then the company has followed a business strategy in which it offers the ‘guests’ to avail no frill services in which they offer limited services and also offered customers with premium services in which customers need to pay a few extra bucks so as to get the additional services. With this strategy the company has been able to target a broader market. Currently the company caters to 50 destinations and serves 29 cities of Australia. The company remains highly proactive in the field of sponsorship and socially responsible activities. In the year 2011, the company again introduced certain new strategies where the employees are supposed to wear new uniforms, new