Effective Change Management Strategies in Business

University: UK college of Business and computing

  • Unit No: 17
  • Level: High school
  • Pages: 16 / Words 3932
  • Paper Type: Essay
  • Course Code: A/508/0529
  • Downloads: 758
Question :

 This assessment will cover the following questions:

  • Aston Martin is a sports car brand which is very famous all over the world.Differentiate ways in which change impacts on an organisation’s strategy and operations.
  • Analyse the influences that drivers of change have on organisational behaviour.
  • Discuss how barriers to change influence leadership decision-making.
  • Use a range of leadership approaches to a change initiative.
Answer :
Organization Selected : Bentley


Change is the process of evaluating some different factors which can help to differentiate them. It is the process of transforming business into more effective which can also help the business organization to achieve its objectives and attain competitive advantage. Businesses have to analyse effective change management strategies to increase the efficiency of business legal entities. Change management is the process of identifying systematic information, techniques and methods which can impact the activities of a business organization. This will help management to develop strategic planning with the use of available resources in the business environment.

Leadership is the knowledge and skills of an individual or group of individuals which help to influence people to motivate them to increase their willingness to do their work. Leadership management helps to provide those knowledge and skills to people which will help them to increase their efficiency and succeed in their objectives effectively.

This report has a brief description of Aston Martin Lagonda Global and Bentley Motors to analyse their change factors and strategies which help them to increase their efficiency and achieve competency in the market. The two organisations are major luxurious car manufacturers and are competitors of each other. Bentley was established in 1919 and headquartered in England. UK, Whereas Aston Martin was established in 1913 in England, UK. This report has an objective to compare and contrast the strategies of both companies to analyse the effectiveness of change. It will also describe about all the internal and external drivers of change which will impact business activities of both companies.

TASK 1 Managing the Impact of Change

Part A. Responding to Change

Drivers of change help organisations understand all the factors which can help to transform or upgrade business activities. This will also help organisations to increase their knowledge and skills to increase their sales. Drier of change in an organization can be of internal and external nature which can impact the efficiency of operation. It is very important for Bentley and Aston Martin to analyse the drivers of change as it will help them to be more effective in the market and achieve their objectives (Min, Johnson and Ziedonis, 2019. 



Aston Martin



Environmental changes cannot be controlled by businesses and have to be analysed to carry the nature of business and increase sales. Bentley analysed global warming which has impacted the sales of cars as it is affecting the ozone layer of the atmosphere. This has also decreased the efficiency of businesses to grow and achieve their objectives. The company have innovated and increased the quality of fuel emission which is very low to avoid pollution in the environment and the company also organized some awareness campaigns which helped them to regain their market share.

Bentley has analysed that the changes in the environment have also helped the company to realize some effective strategies to innovate and provide intoxicated batteries and the company has also used all the alternatives which will not harm the environment and also increase the value of cars. With the help of effective environmental policies of the company, it also helped to satisfy their customers to provide quality with safety and also care about the environment. This also helped the company to increase its goodwill in the market,

Organization structure

Due to changes in market trends and employee potential, the company have analysed to increase the efficiency of management structure which provided a better communication channel to all employees internally to increase efficiency of work to achieve objectives. The company have shifted from a flat structure to a Matrix structure which is more effective and also increases the quality of operations.

Bentley has analysed the need to adopt the change from the organization's structural framework as it was decreasing the value of the vision of the company and also increasing employee turnover with a Hierarchical structure, it will help to increase the motivation of employees and increase their potential by training and development.


Aston Martin has segmented the market according to high-income level customers, upper social class and also reputed individuals. This also helped the company to ensure the position of their product increase the marketing strategies and increase the sales. The company have also used high pricing strategies which attracted a high standard of living of people and achieved the objectives. This change also helps to increase the efficiency of market coverage and helps to compete with other competitors.

Bentley has also adopted high-pricing strategies. The company also provide high-quality luxurious cars with better services which satisfy their customers and increase the growth rate. This also helped to increase the competency in the market as the company does not use typical marketing and uses high-end marketing for exclusive high-end customers which will also increase the value of cars and increase the sales.


Part B Impact of Change

In the internal and external business environmental factors will impact the growth of the company and decrease the quality of products and services. The business also has to analyse these factors to increase the information and evaluate all the challenges which are faced by the company to formulate effective strategies. Bentley and Aston Martin need to analyse all the factors in order to understand the market and also compete effectively to gain better market share and increase the growth of the company. 

Political Factors-

Political factors are very essential for both companies to be analysed as both are multinational companies and it will help to regulate effective policies to analyse the change in the market. Bentley has analysed that Governmental policies can impact the productivity of the company and this also helped them to motivate their employees to understand all the policies and accept the changes like environmental policies due to heavy air pollution. This helped the company to identify new alternatives to create cars with innovative technologies which are also legal in nature this has changed the cultural values and ethics of leaders and managers to guide their employees and achieve their objectives according to new policies. Aston Martin has analysed the taxation policies of the government which helped the company to focus on new pricing strategies and also lower the cost to increase their profit margins. This also helped the company to analyse the political situation of the market so that they could invest in it with low risk and high returns.  

Economic Factors-

This factor is also very important for analysing the change in the organization as it will also impact the behavioural patterns of employees due to the increase or decrease in the economic condition of the company. Aston Martin also has to analyse the GDP rate of market and exchange rates this will impact the budget of the company and this will also decrease the efficiency of financial policies formulated by leaders. With the change in policy, it will fluctuate the behaviour and attitude of leader to influence their employees and provide effective understanding. Bentley has analysed the changes in inflation which have decreased the value of their products and services this also decreased the profitability of the company which discouraged leadership from supporting their employees and also made their employees ineffective. 

Social Factor-

The leadership policies of Aston Martin were impacted by the change in preferences of customers and also income level of customers in the market. This factor decreases the efficiency of leadership policies for marketing and decreases sales drastically. With the increase in customer satisfaction, it helped to attract new customers to the company. Bentley has analysed that the lifestyles and standard of living of customers of the market have changed which has also decreased the efficiency of leadership policies which also impacted the productivity of employees and manufacturing units also suffered high-cost production. This also increased work load on employees and caused to rise in employee turnover (Kua and, 2016). 

Technological factors-

This Factor also helped Leaders to analyse differ styles to influence the employees as evaluation of technology has decreased the efficiency of current products and also decreased the customer base of Aston Martin. This also helped leaders to motivate employees to increase their efficiency by training and developing them. It will help to increase the productivity and innovative skills to grow the company. Bentley has analysed that changes in technology have also impacted their customers' behaviours as they are opposed to learning new technology and understanding the market trends to achieve market competition and attain core competency.

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SWOT Analysis


  • The strength of Aston martin as they have kept themselves at their peak even after 100 years of establishment (Nadim and Singh, 2019). Aston Martin also has a large market structure which helps the company to increase the quality of work and also motivates employees to analyse change according to internal factors.
  • Whereas Bentley has a huge fan base which helps to increase its sales and provides better opportunities to increase its capital. It also has the efficiency of implementing new technology. 


  • Bentley does not have a large market which helps them to market their cars it it also limits their options. The company also have ineffective manufacturing plants which are not able to fulfil the demands of customers on time (Dick and, 2018).
  • Aston Martin has fewer opportunities for target segments as it focuses on higher social class. 


  • Bentley has the opportunity to become more environment friendly with the new technologies and raw materials. The company can also expand their market in new countries which are developing and have potential.
  • Aston Martin also has the opportunity to decrease the prices of cars and also manufacture low prices cars which will attract more customers of lower income segments. 


  • Bentley also has analysed that companies can impacted by the change in governmental policies and regulations which will decrease the productivity. Due to less marketing competition of company is very tough.
  • Aston Martin needs to develop electric cars to shift from the fluctuation rates of petrol. 


Bentley needs to adopt Kotter's 8-stage model of change which will help them to increase efficiency to accept the change and increase the performance of employees. Aston Martin needs to implement Lewin's change model to understand the organizational behaviour and also improve the opportunities to increase the satisfaction level of customers.  


Change management is very essential and has to be adopted in business organizations which would help to provide a better understanding of all the different techniques in the market (Salman and Broten, 2017). This helped Bentley and Aston Martin to increase their efficiency and compete in the market to achieve their objectives and also retain their employees to decrease the cost of companies.

TASK 2 Leadership Decision-Making

Force Field Analysis of Bentley

Force field analysis is a technique which helps to provide detailed information about all the forces which help the organization to support change and factors which restrict the change in the organization (Sibbet and Wendling, 2018). This analysis is very essential to make effective decisions which will help to develop the skills and knowledge of employees and improve the performance of employees.

Driving Forces

The company have analysed some droving forces which helped the company to adopt the change and increase the efficiency of the company. 


Employees of Bentley are very skilled and knowledgeable and are capable of understanding the importance of change and also support the change framework to increase the performance of the company in the market and achieve objectives which will help them to achieve core competency. Employees also help the employees to provide better opportunities for formulating strategies, and they can also help by participating in the decision-making by providing their creative and innovative ideas which can also decrease the cost of the company. 


Products and services are the driving factors which will help the company to increase the quality of strategies and it will also help to provide a better and efficient workforce. With the help of effective quality of cars and other services, it helps the company to implement change in the company as it is the motive of the company to increase customer satisfaction to their customers. This also helps the company to increase the market research to increase the information about the current market trends to be effective and achieve market leadership.  


Digitalization is a very essential factor which has helped Bentley company t increase its leadership styles and also made the decision-making of leaders more effective with better information. The adoption of effective information systems in the company will also help the management to attain effective information about the performance criteria of employees to generate effective strategies which will help to increase the quality of products and services (Sibbet and Wendling, 2018). 


This factor also helps leadership to understand new techniques in the company and learn new cultural values which can be implemented in the company according to the market and behavioural patterns of customers and employees (Kroll, Kelly and Rates, 2019). This will also help to increase the market share and increase profitability to invest more in the market. This driving force helps the leaders to understand all the types of employees and make an effective recruitment and selection process to analyse their effective job description to hire more talented employees.

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Restraining Forces

Bentley needs to analyse the restraining factors which impact the strategies of change and decrease the performance of the company in the market. 

Capital Investments-

This factor is very essential for the company to expand as it provides financial support to all the activities of the company Bentley has limited capital funds which are only used for increasing the efficiency of products or the purchase of new equipment these alternatives will decrease the efficiency of the company. This will also decrease the goodwill of the company and decrease the creditability to take loans. This will also discourage investors from investing in the business thus reducing the performance of leaders in the company (Peters, 2019). 

Lack of Motivation-

Employees are trained and skilled but the employees are still not motivated in the company which will also decrease them from accepting the change and get influenced by the leaders to attain objectives. This will also discourage leadership strategies as expectations of employees rise with time, and they want more which increase the cost of the company which also decreases productivity. 

Laws and Regulations-

Governmental laws and regulations can also impact strategies which are formulated by leaders. This will also impact the activities rules and regulations which define the organization's culture will be disturbed. Bentley needs to analyse all the factors which decrease the quality of their product in the stage of change. This will also impact the cost of production and prices of products and services which In return will impact the sales of the business. 

Barriers to Change in Bentley

Barriers are the factors which directly impact the operations of a business nature and decrease the growth of the business to achieve its objectives (Gaspar, 2017). Bentley has to analyse all the barriers to change so that they can be implemented in a very effective way. This will also help the company to increase the information about all the factors which decrease productivity of the company which will help to formulate effective strategies and policies.


Lack of participation of employees In the transformation of a company is a type of barrier to change management. Bentley has to analyse the factors which support these barriers so that they can be solved from the roots (Iles, 2017). Employees should be involved in the decision marketing of the company and also provide their opinions about the change. It will also help the employees to improve their skills and knowledge and also increase their motivation with the help of appreciation and rewards. This also decreases the cultural values of the company to integrate with employees and increase the productivity of the company.

Lack of Communication

Communication is the major factor which helps the company to grow and if communication is not effective it will decrease the efficiency of the company and discourage all the employees from understanding the importance of change. Bentley also has to analyse the effective communication channel; to provide the proper delivery of message with fast speed and to reach every employee of the company. Communication also helps to integrate employees with the vision of Bentley.

An identification of Condition

Leaders are responsible for identifying the present situation of the company by creating effective strategies which will help to understand all the factors of the company and analyse them in a very effective manner to achieve the goals. Bentley has to analyse their current position in the market and what are the factors which will help them increase the quality of products and services. This will help to increase the change strategies. 

Critical evaluation

Leadership is very essential aspect which Bentley has analysed in the change management which helps to increase the efficiency of the company and provide a better understanding which has increased the potential of their employees. 


Different Leadership Approaches

Leadership approaches are the techniques which are used by the leaders to increase efficiency and provide better results in business organizations. This will help Bentley to increase their information system and also gain better knowledge to be successful in adopting change in the company. This will also help leaders to be more effective in influencing their employees and providing them with skills and knowledge with the help of training and development which will help them to increase their efficiency to achieve their particular objectives (Byers, 2017).

Behavioural Approach

In this approach of leadership, the focus of leaders is on the behaviours of employees to formulate effective strategies and make them more effective. With the help of a behavioural approach, leaders help to notice the attitudes values and actions of employees who can be like leaders in order to understand all the factors and increase the efficiency of the products of the company with effective management and a high workforce which will help to increase the market share by developing skills of leaders and motivating customers to buy the cars of company and attain competitive advantage (Drago-Severson and Blum-DeStefano, 2018).

Situational Approach

Leaders in this approach will also help to increase the quality of their techniques according to the situation which will also help the employees to be motivated and increase their efficiency. Leaders will have to adopt this approach to manage all the factors and help the Company to improve its market share and provide internal efficiency. In this approach, leaders should have effective knowledge about all the factors and skills to take decisions which will help them to formulate effective policies and increase the efficiency of the company. Bentley has also analysed that this leadership approach will increase the quality of products and services and also help them achieve a competitive advantage.

Transactional Approach

This approach of leadership will help Bentley to motivate their employees as this approach provides some rewards and appreciation which will help the employees to be influenced so that they can easily agree to accept the change in the organization and maintain the performance. This will also help the employees to achieve their personal goals as they will also be rewarded with monetary rewards which will also help employees to fulfil their desires and wants (Nelsona Brantley and Ford, 2017). This approach helps to increase employees' loyalty to the company and provide retention. With the decrease in employee turnover, it will also help Bentley company to decrease their cost of operations and training and recruitment costs will also be reduced.

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Leadership Models

Bentley also has analysed effective models for leadership which will help to adopt appropriate change in the company. This also helped the company to promote its strengths and use them to increase the quality of its products and services. This also helped to develop innovative thinking in the company which helped to increase the efficiency of employees.

Authoritative Leadership Model

This model helps leaders to focus on the authority of tasks, and they also are more concerned about the task completion of the employees (Espedal, 2017). They are responsible for formulating the objectives and helping their employees to achieve these objectives with the help of effective skills and techniques. The focus of this leadership is to adopt successful change in the company so that it can increase efficiency in the market and increase goodwill.

Coercive Leadership Model

This leadership model is focused on effective directions about the policies to employees so that they can attain their objectives with better results and with fewer mistakes. This will decrease the loss and also promote the company to be effective in achieving a competitive advantage in the market (Yrjölä and, 2019).

 Also read:- Analysis of Personal and Managerial Effectiveness


This report had brief information about Bentley and Aston Martin which helped to compare the change management between both companies. This also gave a brief understanding of all the factors which helped the leader to be more effective in transforming the company. It helped the leadership to gain information about all internal and external factors which were the driving forces and restraining forces of change. This provided effective knowledge to leaders to formulate effective strategies which helped the company to be more effective in achieving market share and compete to attain competitive advantage and profit maximization. To get more details about online assignment help ask our experts.

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