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Essay / Research Paper Abstract
This 14 page paper, including a six slide PowerPoint presentation with speaker notes compares and contrasts the way in which change took place at two Irish company; Aer Lingus and Bulmers. The changes are outlined and then considered with reference to change theory, to identify the similarities and the differences. The bibliography cites 7 sources.
Page Count:
14 pages (~225 words per page)
File: TS14_TEchanAerL.rtf
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Unformatted sample text from the term paper:
Organizations have to change and adapt, commercial environments are constantly changing and if firms do not undertake adaptations in line with that environment they may loose out
in market share. This is an issue that faced both Aer Lingus and Bulmers, increased competition and a changing customer base has driven both companies to change if they were
to once again increase sales and survive in the dynamic environment. By looking at these two changes it is possible to compare and contrast the approaches adopted and the type
of changes that occurred. To consider this we will first look at the changes that took place at Aer Lingus and Bulmers and then consider the way that the
changes took place, comparing them to relevant change theory. Aer Lingus was a former state owned airline, in the past there had been few pressures for efficiency, but liberalization
of the airline industry and increased competition, especially from RyanAir and the low cost sector, as well as an increasingly knowledge consumer base and an environment where the way tickets
were bought was changing, with a the internet playing an important role. The changes needed were extensive, the airline had to appeal to customers, many of which were moving to
travel low cost competitors, this means offering a high level of service and balancing full service with the value that was needed. This also meant that there was a need
for major changes to cut costs in order to facility the saving which were needed at the same time as the service was adjusted with major structure as well as
marketing and service changes. The change needed by Bulmers may be seen as just as important to the firm, but the level of change was not as extreme, but
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