Abstract

As the market is always dynamic, so as a consultant firm, we suggest our clientstocontinuously scan the internal and external market situation and according to the market situation, they should change their management in their organization. Aslvale is one of our clients who always keeps sharp eye on the present market situation and takes an immediate change in the management model as per the current market situation. They follow the management decisionmaking process, introduce effective leaders, build strong organizational culture and structure, scan the internal and external environment, and the strategic decision. Finally, we set some recommendations for Ashvale. We include our recommendation for the company that will help the company to deal with future obstacles and continuous improvement of the company. We present our argument about the factors and present an analytical case study in this paper.

Introductionto the Case Study of the Ashvale

The Ashvale is a chain of fish and chip restaurants and takeaways in the northeast of Scotland which was established in 1979. For a long time, the company faced many challenges to survivein the market. Similarly,in the past few years,this company has adopted some considerable changes including the covid 19 pandemic.The restaurant business faced anuncertainsituation anda huge number of restaurantswere closed permanently and shutting down their businesses (Bovsh et al., 2021). Ashvale was also affected bythese types of difficulties, but following some management tools, Ashvale overcame the Covid19 pandemic situation. In this difficult situation,Ashvale followsour consultancy, we advised them to make some changes in theirmanagement models and by following this process,Ashvaleovercomestheir critical situation. As a consultancy firm, we keep a sharp eye on the business market and provide consultancy to our clients.Our consultancy firm always observed the Covid19 situation andprovideadvice to take an immediate decision and implement it into business. To survive in the market in the situation of Covid19,we advise them to change their management model, likemanagement structure(Bovsh et al., 2021).Weemphasize on the management to adopt uncertain situations and the rapid change of the system of their services and management style according to changing conditions. The companyneeds to change the system of production and distribution specifically in Covid19 situation, they should follow hygiene instructions and introducea new type of contract with less delivery. To overcomethe uncertain situation,Ashvale changedtheir staff just like those who work in restaurant services changed to work in delivery services when the dinein services is shut down because of the pandemic situation. The skill of the employeesis the most important factor to face inconvenientconditions,the skilled and confident employee never fearsdealing with difficulties (Madeira et al., 2020).

Our consultancy was about making a change in strategy which consequently leads toa significant change in the business environment.So, in thisstudy,I present what types of advice we provide as a consultancy firm,how the company implements it, and howthat advice helps to overcome the situation. And finally based on the previous criticalevaluationwe will providerecommendations for Ashvale.

Analysis of the Change in Management System of the Ashvale

Ashvale analyzes the problem and decides to change management model and process which also include management practice, leadership power and vision, organization culture and structure, and internal and external model for decisionmaking (Mohd Nazriet al., 2022).

Change Management Model and Process

In the change model, we discuss the model that Ashvalefollows to any type of decisionmaking model.

Strategy

We provide some strategy to Ashvale, liketaking businesses online, supplychain and operatingmodel adjustments to manage risk,and salesmodel changes and these werethe plans for building and maintaining a competitive advantage over its competitors(Ali and Anwar, 2021).The Ashvale is a chain of fish and chip restaurants and takeaways but in the pandemic situation, our consultant firm advisedthemto make the business fully online. It was an effective strategy for the company to go to online and continue its business smoothly when the restaurant was closed for the Covid19lockdowns (Dzwigol et al., 2019).

Structure

To introduce a new model,Ashvale introducesa new structure thatprovides more emphasis on the delivery services rather than on dines. They also include a reporting system for the delivery person reportto the manager every delivery detailthroughthe online medium. They rearrange their structure and tried their best for aneffective and efficient online delivery system (Indra et al., 2022).

Systems

The daily activities and procedures that staffs’ use to get the job done are known as systems. The system of daily activities should be changedjust like the peopleworking in the restaurant. They now work on packaging and accepting orders and also working in delivery procedures.

Shared Values

Share values among the organization to work together to overcome the situation.Sharing values with the employees builds strong communication and work with coordination. Sharing the values not only with the organization but also with all the stakeholders who involve in their business circle. The company provides restaurant business and createsvalueamong customers. And by doing this, they build faithin the customers.

Style

Our consultation was using a supportive and democratic leadership style thatprovides employees with the skills, support, and coaching to succeed. And everything was done by committees, involving everyone. Ashvale uses this leadership as a result of employees’encouragement to work in difficult situations and increase the trust inAshvale.

Staff

The staff work at their full capacity to deal with the pandemic. Staffsare the employees and their general capabilities, but in Ashvale staff do work out of their box, likethey diversified their work and work together to face the situation.

Skills

Changing managementskillsmeans changing the actual skills and competencies of the organizations employees. In Ashvale, they include severalemployees in the information technology sector who are very much skilfulin it and resulting in doing jobs online effectively and efficientlyimproving their website and app (Serova, et al., 2019).

Management Practices

It’s a source of pride for Ashvale that they have been serving the people of the Northeast for over forty years (Akbar et al., 2019).

The vision of Ashvale is very clearbuy the very best products and deliver the perfect supper. Ashvale always provides quality food without compromising and this is the reason of its success and survival in the market over a long time. There is no scope to compromise against quality (Auwalin et al., 2022).

Managementdecisionmaking

Decisionmakingis the action or process of thinking through possible options and selecting one.Decisionmakingaffects all stakeholders in a circle and so, as a consultant, we provide some procedures that should follow before taking any decision by Ashvale’s management(Fainshtein et al., 2021).

  1. Ashvale identifies the decision that the company must make, like needingan extra delivery van to deliver efficiently in the covid situation. In the decisionmakingprocess, the company identified specific reasons for the decision, just like buying or renting a delivery van for Ashvale.
  2. Review relevant information in the example of Ashvale to buy or rent a delivery van. In that case, the company collects relevant information about all aspects. The financial assessment is the preferable source. Ashvale usually shows its information in the flowchart.
  3. Think about possible alternatives.Here, Ashvale has two alternatives to havinga delivery van. The first one is buying and the other is renting. And they think about the alternatives that which one is most effective.
  4. The Fourth stage is weighing the evidence reviews ofall the information about the sources of a delivery van. Considering all the aspects of the alternatives’ advantages and disadvantages, financial considerations, maintenance facilityetc.
  5. Compare between alternatives, the management of Ashvale finally choosesone between them.
  6. Take actionbythe Ashvale management which maybe buy a brandnew delivery van. In this stage executing the decision by the company.
  7. Reflect on the decision that was taken by the Ashvale company. Taking notes about the decision can help to learn from mistakes and learn more effective decisionmaking in the future.

Leadership Power and Vision

The Covid19 pandemic increases the demand forgood leaders as a good leader is the most valuable person because he/she can change the whole business condition. In order to overcome the difficult situation of the company,they need a branch of extraordinary decision and only a good leader can take these types of decision. In changing management model, onlyan extraordinary leader can takegamechanging initiatives to overcome critical situation(Putra and Cho., 2019). Due to the massive scale of the outbreak,our client company Ashvale takes some good leaders who can take a gamechanging decision, likedoing business in online.When the Ashvale leaders identify a crisis such, they can launch a defense. They might include both shortterm decisions (likecontactless delivery rules) and change the ongoing company procedures (like implementing new tools to boost online orders), which can be kept up long after the crisis has passed(Garcíaet all., 2022).

Leadership Vision is a powerful positive leadership tool to keep a team motivated, emotionally stable, and growthminded throughout this crisis.In Covid19 pandemic,the positive feeling almost sounds like fun. Everybody was so much depressed but the leaders of Ashvale were very much charming and kept the employeestensionfreeand doing charity to society.

Organizational Culture and Structure

We always consult about the organization’s culture and structure and so, Ashvale setsits norms, rules, and policies as customerfriendly, they train their employees about good norms about how they behave with their customers,what types of activity doing with their customer, and the policy of the company(Suryadiet al., 2022). The Ashvale’s culture builds with high morality and trustworthiness. The organizational structure is very customerfriendly and they are also effective to deal with difficult situations.Management of the company always set their structure according to a very effective way. As a result,the use of an organization’s good culture employee does not feat termination because Ashvale’s rules areemployeefriendly also. Their organizational teamwork is always preferable. In the production,packaging, and distribution of food, they always work as a team. Ashvale thinksthe staff would be their wealth if theywere doing their work with great effort. Ashvale always maintainsits quality of food and it increases the reliability of the customer. The company researched how they can reach people duringthe pandemic situation, which types of changes need to adaptand increase the trust level of employees then they introduce contactless delivery sealed packaging system(Kimet al., 2021).

 Business Strategy

Internal and external models and strategic decision making is the most important aspect of the decisionmaking process(Lubis and Lubis., 2019).

As a consultant, we advise The Ashvale to analyze internal and external models for strategic decision making and they usually use SWOT and PESTEL models. Ashvale uses the SWOT model because it is an excellent tool for internal analysis(Chou et al., 2020).

Strength

Organize & Clean

Cheap Prices

Better Service

Weakness

No Uniqueness

Limited fund

Customer service

Opportunities

Online Market

Expansion

Brand Image

Threats

Increase the raw material cost

Availability of human resources

Government restriction

Strengthofthe Restaurant

  1. Organized and Clean: The Ashvale’s neatness and cleanliness in very impressive for customers and it was a great strength in covid 19 situation when cleanliness, hygiene, and sanitizing were a big issue (Luo and Xu., 2019).
  2. Cheap Prices: Usually, the Ashvale offers quality food at a cheaper rate. In covid 19 situation, people had been unemployed and fall into a financial crisis. For a cheaper price Ashvale captured the market during this time.
  3. Better Service: The Ashvale always keeps the kitchens neat and clean, welldressed waiters and chefs, and educated staff. All these things make customers feel good and comfortable.

Weaknessof the Restaurant

  1. No Uniqueness:The Aslvale is 43 years old restaurant chain shop, but they don’t have any unique food which differ from othersand this is the main weakness of the Ashvale.
  2. Limited fund: Despite of being an old company, they have limitations on their funding. If they had enough funds, they maybe do much better in their business(Sarsby et al., 2016).
  3. Customer service: Sometimes customer servicedoes not meet the expectation. Customers complain about delivering wrong dishes and sometimes the delivery person does not reachon time or misses the delivery.
  4. Long wait times: Long waiting time is a weakness for Ashvale.Sometimes people have emergency work, but they did not get food on time. Customers prefer rapid serving or delivering facility.

Opportunities for the Restaurant

  1. Online Market: In covid 19 situation, online market was growing and the Ashvale took this opportunity to expand its business online by emphasizing on online delivery services and capturing the market (Auwalin et al., 2022).
  2. Expansion: Ashvale expends the home delivery service with their idle staff who work in restaurants, so it was an opportunity for them, and they use it.
  3. Brand Image: Ashvale doing business with a good reputation for around 43 years, and it is trustworthy among customers (Prasol and Yatsyshyna, 2014).

Threats to the Restaurant

  1. Big brands in the area: Several restaurant brands are operating in the market. Therefore, it’s very challenging for Ashvale to survive in covid 19 situation.
  2. Increase the raw material cost: Lockdowns in different countries hampered the supply of raw materials and it increases the price of raw materials(Gomerand Hille, 2015).
  3. Availability of human resources: Because of covid waves restaurant faces a scarcity of human resources which isa threat to Ashvale to provide quality services.
  4. Government restriction: In this pandemic, government imposed several restrictions that was threats for the organization.

 Recommendations for Improvement

Our consultancy firm set some recommendations for the company. Although the covid situation is over, these recommendationswill be helpful for the company in future too.

Train Employers

To deal with the upcoming uncertain situation, the organization needs regular training and they provide training about onlinebased ordering system and also physical restaurant services. To provide excellent customer service, train up the staff is a necessity for this restaurant If Ashvale fails to deliver dependable customer service, theres a chance to miss valuable customers. Ensure that every staff receives the necessary training and is aware of what your clients deserve from the service at this restaurant.

Effective Communication

Ashvale needs to improve its communication skill among all stakeholders of the internal and external environment. To deal with the ups and downs of the market situation, effective communication provides competitive advantages in the market. If the communication channel is effective, then they get information sooner.

Update apps

The online market is very competitive as people order from their cellphones, so the introduction of new technology, like improved tracking systems, and stable and easily accessible app with exact information of delivery, ensure accurate wait timing which is recommended for Ashvale.

Deal with Customers Complaints and Concerns

Ashvale should acknowledge customers’ complaints. If any of the customers are dissatisfied with the service at the restaurant, let them speak freely and pay close attention to what they have to say. To be sure they understand properly and to demonstrate that they have listened attentively, it frequently helps to repeat the customers remarks.

Based on the whole discussion, more recommendations might be the cause of the best possible outcomes.

  1. In the change management model, Ashvale needs to emphasize share values by creating an effective structure for the employees to provide quality services without any disturbance. The company implements both online and offline delivery and pickup system. They should follow a supportive leadership style where all stakeholders feel satisfied.
  2. In Company decisionmaking,Ashvale should follow those seven steps and monitor the results finding the gap in every result and keeping records to consider when taking similar types of decisions in the company.
  3. The company needs more visionary leaders to fulfil its vision mission and objectives. The decision of effectiveness depends on which way the company ran and how they reach its goals.
  4. Ashvale introduces uniqueness in food from others because no uniqueness is a weakness for the company research and developing unique food for the company could provide core competencies from other restaurants.
  5. Ashvale should rise their fund as the company could invest to open new restaurants all over the United Kingdom. When they open their restaurant, they are going to be very big as 43 years old company people expect to be growing more.

Conclusion

The covid19 pandemic is over, but the market situation is going to be more dynamic and volatile for the effect of it. The present RussiaUkraine war is making the market unstable. To compete with the volatile market situation, organizations should follow decisionmaking steps, good management practice,choose good leadership style, followstrategic management techniques, always keep sharp on the market, continuous scanning the internal and external environment of the market,and initiate rapid change in policy and systems. As a consultant, we suggest following those tools to overcome the situation. Also, emphasize on skill developmentof the workforce providing quality services to the customer and rise funding to expand business establishment. It is a continuous process for the company to fight against difficulties. We think according to our consultancies they might overcome these difficulties easily.

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