The paper "Virgin Blue Change Management" is a good example of a management case study. Virgin Blue is one of the leading freight companies in Australia, with large fleets and self-control airports. It is a globally operating airline with a strong brand, making it a prominent company in the industry. Like any other company, Virgin Blue has been introducing several changes over the years to improve its operations and ensure the achievement of objectives. This report provides an analysis of the Virgin Blue change case study, in terms of the nature, purpose, challenges, and strategies of initiating the proposed change effectively.
The introduction gives a general overview of organizational change. Challenges discussed include lack of support from employees and management team, lack of resources, and poor planning. Five strategies of enhancing change include employees’ involvement, effectiveness, training, and development, application of culture, and reward and recognition. The application of Lewin’ s change model has been proposed in the report to booth the five strategies. Introduction The dynamic nature of the world has been challenging many organizations. Management and operational strategies should be changed to fit within the changing business environment.
In most cases, there are four major drivers of change in an organization. Changing technology is one of the key factors; some of the operational and management functions turn obsolete, and hence there is the need to replace them. Competition and application of generic competition have increased recently as both local and international companies try to out-compete each other. Customer’ s demands and level of understanding has increased, and hence, many organizations keep on changing their operations to meet these demands, at all times.
The changing social economic factors in many markets influence organizations to reform their operations, products, and services, to ensure that the organization fits on both the economic and social status of the market in which it operates. Shareholders have increased their demands, and are more involved than any other time, and hence, organizations keep on changing depending on shareholders' demands as they are the key decision-makers through their voting rights. Lastly, the changing nature of human resources requires some changes to ensure that they work in an acceptable environment to their satisfaction, and for the effective running of an organization. The nature of the proposed change There are various changes proposed in the Virgin Blue case study.
The first proposed change is the introduction of new uniforms for all operators working in the airline. This makes the operators look more appealing to customers. In addition, this may be used to symbolize better services than before. This change would affect all crews. The second proposed change is an improved business operation. This will include changes such as new marketing campaigns, new products, and increased frequency flyer program.
These will assist in increasing the business market from ten percent to double it over a given period. In addition, the intended changes will assist in attracting more corporate flyers.
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