Evaluation and Application of Change Process: A Case of IHG

Background of ‘IHG’

This report is focusses on evaluating and applying the fundamental concepts of the change process. Apart from this, the corporate culture within tourism and hospitality organization will also be analyzed. Major sources of changes and their impact is also going to be analyzed in the report. ‘IHG’ is selected for research. The change drivers affect the success of the company that is why a deep analysis will be done on the factors which can lead towards enhancing the business of the company.

It is a famous British multinational hospitality company (IHG, 2022). It is the famous hotel which is located at UK, US, Singapore and China (IHG, 2022).. The hotels are famous for its location and the services which are provided by the hotel to its customers. The hotel is also doing good in the field of providing luxury room for its customers (Levy, 2021).

The company is also good in dealing with a variety of customer. The staff members of the hotel are giving extraordinary treatment to its customers so that they can provide best customer experience. The staff members of the hotel are doing welcome to the customers in an innovative manner. Apar from this, the employees of the company are very much dedicated towards the work. The hotel was first established in the year 1977 (IHG, 2022). The hotel management suffered losses due to the covid-19. It is also observed that a lot of problems and challenges had to be faced by the management of the hotel because of the restriction imposed in the time duration of corona (IHG, 2022).

The major environmental drivers are the following which can lead towards adopting effective change which is essential for the long-term success and growth of the company.

• Technological changes: It is the key driver of change. Actually, now a days, most of the people of the society are using latest mobile phones and applications that is why developing effective mobile application is essential for promoting the business of the company. Framing and implementing the latest mobile applications is essential for attracting maximum number of customers in the company(Comunet, 2022).
• Globalization: Now a days, globalization becomes a major part of the business. The business owners need to work upon framing and developing effective tools of communication so that they can attract maximum number of customers towards purchasing the services of the company(J Ahmad, 2021).
• Extra ordinary competition: Now a days, competition is increased up-to a massive level. Use of latest tools for promotion is essential because rivals are performing extraordinary well and that is why focusing on adopting latest tools are essential for the hotel. The competition in the hotel industry is also enhancing due to the globalization that is why there is need to upgrade the current management policies of the company in different areas(Malmendier, 2021).
• Changing political environment: The rules and regulation of the Government changes with respect to time. For example: In the time duration of corona, establishing physical contacts and gathering of the people was totally banned(Malmendier, 2021).

• Hotel management is still using traditional methods of marketing which is not very effective in current scenario(Comunet, 2022). Now a days, most of the people are using social media channels that is why use of digital marketing and social media marketing proves highly beneficial for the hotel (D Chaffey, 2016). In short, it can be said that the hotel needs to change its promotional and advertising policies (Malmendier, 2021).
• Hotel management also need to change its human resource policies and try to provide more focus on making the employees more engaged and happier with their job responsibilities and duties. The hotel management need to provide more focus on treating the human resources as their real asset that is why it is very clear that there is a need to modify the human resources policies of the company(BJ Ali, 2021).
• The hotel should also work upon searching new target market and try to frame effective promotional strategies after understanding the psychology of the people of target market. Understanding the likings and disliking so that target market is essential that is why the company need to change its traditional pattern of making advertisements(D Chaffey, 2016).
• Handling the queries of the customers is the major part of the corporate culture. The hotel management need to change and improve its methods to communicate with the customers(Lauer, 2021).

‘IHG’ is doing good in the field of providing excellent accommodation and food facilities to its customers. The hotel is also performing good in establishing a brand name in the market. The hotel is well known for its good quality of services (IHG, 2022). However, the company had to suffer serious losses in the time duration of corona because travel and tourism was totally banned in the country for some time duration. The company adopted many strategies to overcome from the losses which it had to face in the time duration of corona (IHG, 2022).

The organization has established a good brand name in the market but still, there is a need to change its working process so that it can achieve success in earning profit (IHG, 2022).

Key organizational and business environmental drivers that intended change

The organization can easily do good in the field of attracting maximum number of customers in the organization. Company can also extend its business in other parts of the country. However, changing its promotional policy is the major factor which plays a crucial role in achieving success in the future. The organization is also equipped with beautiful location and environment that is why the company can become very famous among the customers (Lauer, 2021).

Adopting changes is also essential for globalization and extending the business in other parts of the country. Actually, there is a need to adopt effective promotional policies so that the travelers and the passengers of other country can also be attracted towards the hotel. The company is good in the field of providing luxury services to the customers that it can achieve success even in a short time duration (Lauer, 2021).

Developing and establishing strong relationship with the employees and customers is also very important that is why there is a need to work upon changing the human resource policies of the company (F Ahmed, 2019). All the employees of the company should be treated equally so that the employees can not feel any type of discrimination. Apart from this, framing and developing effective rewards and promotional policies are also necessary for gaining success in the future (Levy, 2021).

Conclusion

On the basis of above discussion, it can be easily concluded that changes are essential for achieving long term success by the company. Changes are also essential for achieving competitive advantage. It is noticed that the ‘IHG’ is also performing good and easily earning a sufficient revenue but still there is a need to change some of its strategies in order to gain long term success. It is also concluded that there is a strict need arises to get a change in the human resource policies pf the company so that it can achieve competitive advantage.

References

BJ Ali, G. A. (2021). The Mediation Role of Change Management in employee development . The journal of English litereature and social science , 6(2), 361-374.

Comunet. (2022, February 11). Achieving success through digital innovation. Retrieved December 4, 2021, from The website of comunet: https://comunet.com.au/

D Chaffey, F. E.-C. (2016). Digital marketing. UK: Pearson .

F Ahmed, Y. Q. (2019). Sustainable change management through employee readiness: Decision support system adoption in technology-intensive British e-businesses. Sustainability, 11(11), 1-2998.

IHG. (2022, February 11). True Hospitality for Good. Retrieved from The website of IHG: https://www.ihgplc.com/

J Ahmad, A. K. (2021). Role of Critical Success Factors in Offshore Quality Requirement Change Management Using SLR. IEEE Access.

Lauer, T. (2021). A Success Factor Model of Change Management. Change Management, 63-79.

Levy, M. (2021). Change management serving knowledge management and organizational development: Reflections and review. Anthology on Digital Transformation, Organizational change and the impact of remote work , 990-1004.

Malmendier, M. (2021). About Bridges and Goals: On the Art of Change Management as a Bridge to the Goals for a Sustainable World and a World of Sustainable Investing. Theories of Change: Change Leadership Tools, Models, 13-39.