MBA - MGT 6255

ORGANIZATIONAL CHANGE
& DEVELOPMENT

OCD PROJECT - OSCAR GROUP

Group Member:
Sujithra Manoharan (G1429422)
Sumaya Subrin (G1328966)
Nour Idris (G1432520)

Case Study of Change Management in a Dynamic Organization in Msia

Professor Dr. Aahd Osman Gani
Submission: 16th November, 2016

1. 0 Background of Travel & Tourism Industry

Tourism industry will be the second largest fastest growing industry in Malaysia after
manufacturing. This industry comprises of travel and tour agencies, hotels. As per current
status, there are 5559 been registered under Ministry of Tourism and Culture Malaysia. Oscar
Holiday is one of the travel agent that has been registered under the ministry.
It has been 10 years since they have been officially registered in the board of tourism and
declared as one of the fastest growing travel agent in Malaysia.
The tourism sector coming together of various suppliers of services to offer people a
complete tourist experience. Travel agents and tour operators play a vital role in the
promotion of tourism. In regards to this, we have chosen this well known travel agent in
Malaysia who started up the business in a small scale and now with their continuous effort
and hard work they have operating in a very big weighbridge.

1.1

Introduction of Oscar Holiday

Oscar Holiday is a unique and fast growing travel company, having a corporate office in
Kuala Lumpur, Malaysia. It was incorporated in 2007 to render comprehensive travel
agencies all over the countries. Oscar Holiday has capitalised its dynamism and wellbeing,
towards differing demands to their customers.
They are proud of their achievements that they have made throughout all these years. They
have started up with 5 staff including 2 directors at one of the shop lots at Jalan TAR, Kuala
Lumpur. Now, after 9 years of hard work they have now operating in a big scale whereby
they have shifted from a shop lot office to a bigger office space at Menara Multi-Purpose,
Jalan Munshi Abdullah, Kuala Lumpur. They have made through with dedicated and highly
experienced staff who have immensely contributed to their consistent growth and the staff are
well trained with full IATA/UFTA qualifications who also now can be awarded as an
expertise in providing the full range of travel and its related service making.
Their main travel partners include extensive number of established giants in the leisure
industry across the globe. This success today is also a reflection of their long-standing values
in providing superior customer services, innovation and their ability to source and provide
value for money travel products to all of their customers. The staff meet the needs, the tastes
and of course the budget of the customers. Their services are efficient yet friendly,
professional yet personalizes, qualitative yet good for value for money.
The world now is continuously moving forward towards a demanding phase that revolves
around travelling has become everyones passion. Based on that, they are providing a very
good customer services and never failed to have a repeated customer and not to forget a new
one as always.

1.2 Introduction of Oscar Travel Services

Oscar Travel Services Sdn Bhd is another milestone for them. It established on 1st March
2016 as a GSA for SriLankan Airlines. A general sale agent (GSA) is a sales representative
for an airline in a specific country or region. Typically, the GSA is responsible for selling all
products of the airline in its region which includes flight tickets and cargo space. A GSA will
typically sell the product of more than one airline.
Airlines normally use a GSA in areas that it does not operate to or from, allowing them to
have a sales presence in a country at lower cost than opening their own offices in short term.
It may also use their services because the GSA has historical ties with travel and cargo agents
which will be too time consuming for the airlines to build itself.
The GSA receive a commission of around 3-5% on all tickets and unit of cargo space hold in
the region that it represents.
All cost related to running the GSAs business are the responsibilities of the GSA including
insurance, rent, general office expenses and any travel within the country or region needed to
promote and sell the product.
And now Oscar Travel Services Sdn Bhd has been appointed as GSA for SriLankan Airlines
in Malaysia. This shows how far Oscar Holiday has been achieved throughout this 9 years of
services in travel and tourism industry.
This airline is Sri Lankas premier airlines and also one of the largest in the world. The team
has gone through many issued regardless positive or negative during the time they have been
appointed as GSA in Malaysia. There a several process which has been set up in order to
obtain the title of GSA. Start from tender, participation, getting into the tenders, and few
other process. This will be our main focus in this case study.

1.3 Objective of the change

The business people is that endless challenge seeker. Once their small business is humming
along, growth is the next exciting challenge. Not all types of expansion will work for every
business or for every industry. Business owners need to be particularly diligent in researching
what will work for them and what resources they have at their disposal. Same goes to Oscar
Holiday. Theyve decided to expand their business widely and when they were looking at the
opportunities, the tender has been published and invitation been send out to all well
established and growing travel agents. Their main objective to change is achieve cooperation
among all segments of the aviation industry and their stakeholders. Rather than that, by
expanding also it will create awareness about Oscar Holiday and it is also for fame and
branding as well.

1.4 Introduction of SriLankan Airlines

SriLankan Airlines, the National Airline of Sri Lanka, is an award winning carrier with a firm
reputation as a global leader in service, comfort, safety, reliability and punctuality. Launched
in 1979, SriLankan is currently expanding and further diversifying its wide range of products
and services in order to drive the country's on-going boom in tourism and economic
development. The airline's hub is located at Bandaranaike International Airport in Colombo,
providing convenient connections to its global route network of 60 destinations in 33
countries in Europe, the Middle East, South Asia, Southeast Asia, the Far East, North
America and Australia.

Board of Directors (HQ)

Mr. Ajith N. Dias

Chairman

Mr. Rakitha Jayawardena

Director

Colonel Sunil Peiris Executive Director HR

Mr. Joseph. M. S. Brito

Director

Mr. Mahinda Haradasa

Director

Mr. R. Chanaka De Silva

Director

Mr. Niranjan De Silva Deva Aditya Director

Mr. Harendra K. Balapatabendi

Director

Chief Executive Officer - Capt. Suren Ratwatte

Board of Directors (KUL GSA)

Mr.Johnson Francis - Director
Mdm.Glory Marthandan Executive Director

Country Manager:
Mr.Dilshan Kudahetty to run the station with assistance of appointed GSA staff

Station Manager Airport

Ms Reminderjeet Kaur Airport Manager, SriLankan Airlines KUL

Management Staff
Mr.Malkit Singh General Manager
Ms.Sujithra Manoharan - Manager

Sales & Marketing Team

Mr.Sivakumar Muthu Senior Sales Executive
Mr.Wan Mujahid Mohd Nordin Sales Executive
Mr.Syed Shauquan Sales Executive

1.5 Products
Fleets
SriLankan Airlines currently has an all-Airbus fleet of 21 modern, sophisticated aircraft
which includes:
Thirteen A330 (long haul)
Eight A320/A321 aircraft (medium haul)

Airbus A330 300

All new A330-300s come with a range of novelties where the ease of modern air travel
harmoniously blends in with the uniqueness of Sri Lanka. With cabins illustrated by motifs
featuring the diversity and beauty of the islands flora and fauna, they feature the latest
amenities.
Enjoy your flight and relax in greater comfort on-board in our enhanced Business Class,
designed to pamper. With seats that transform into full flat beds, extra space, on-demand
entertainment and direct aisle access, our new and enhanced Business Class makes you feel
right at home at 35,000ft.
Comfortable Economy Class sector provides a pleasant flying experience, and lets the
passengers relax to the latest movies on-demand, while lavishing in the true SriLankan
Airlines hospitality that we are renowned for. With mood-lighting and in-seat power for
portable electronic devices across all classes passengers can also stay connected and be
productive throughout the flight with Wi-Fi and mobile phone connectivity. Surf the internet,
send an email, and make a call or text your friends all while you fly.

Airbus A330 - 200

With SriLankan Airlines, long trips are meant for relaxing. From the moment passenger board
till land safely, its all about enjoying every comfort a journey could possibly bring. Our
A330 aircraft come with comfortable seating, entertainment options and the calming
ambience. Its all about happy flying.

 Airbus A320/A321
With easy reclining seating and a relaxing ambiance, our A320 aircraft operating short and
medium-haul flights are the very embodiment of tranquillity. The Airline currently operates
six A320 aircraft and two A321 aircraft on its short and medium-haul routes operations.

SriLankan Holidays:
SriLankan holidays, it is the holiday division of the airline, which encourages travel from and
to Srilanka and also all directions throughout entire network of airlines. Its partners having
several top hotels, tour machinists and other sightseeing related associations to help the
travellers an extensive selection of time off opportunities with an all-encompassing concept,
which consists of customized packages. SriLankan holidays endorses travel for musical
concerts, shopping festivals, sporting events and former activities, and it has premeditated
agreements with a no of regional sightseeing bodies to encourage tourism from and to a
specific destination. It won an esteemed title called " Best Outbound Tour operator" at the
awards of presidential for tourism and travel in the years of 2008 and in 2009.

SriLankan Air Taxi

Sri Lanka is a land that is truly blessed by Nature. Its beauty unfolds in myriad ways and with
so much to see, time is precious and travelling on land can get a little tedious. So why waste
time on the road when you can simply hop on a Sri Lankan air taxi and get a head start on
your journey?
Our internal flights in Sri Lanka operate from a dedicated domestic terminal at the
Bandaranaike International Airport and flies to Colombo City (Waters Edge, Kotte), Bentota,
Dickwella, Koggala, Kandy, Castlereagh, Sigiriya, Batticaloa and Trincomalee. Luxury
charter and scenic flights across the island are also available upon request.
Fly comfortably in a Cessna 208 Caravan Amphibian or Cessna 208B Grand Caravan aircraft
and enjoy breath-taking sceneries of this beautiful island from the air. Fly with us and be
enthralled. Serenade your senses with a mesmeric birds eye view of this paradise isle and fall
in love all over again. Flights are operated by our codeshare partner Cinnamon Air.

1.6 Market Overview & Current Market Overview

Malaysia is currently experiencing an extreme slowdown in its economy due to the daily
weakening of the MYR and the possible causes are as follows:

Drastic drop in the world fuel price and petroleum is the largest sources of revenue for
Malaysia

Declining foreign investment in Malaysia due to loss of confidence in the Malaysian

government

Political stability due to alleged corruption by the Malaysian government

1.7 Current Market Trend

Due to budget constraints most passengers prefer to travel on low cost carrier

Holiday makers prefer short haul destinations e.g Indo Cina, Thailand, Bali

Younger generation and IT savvy passengers prefer to buy their tickets and ground
packages on-line

Cost conscious corporate companies also book on low cost carriers for their business
trips, incentive trips /ground arrangements.

1.8 Customers

Most preferred carriers

Workers to India/CMB/Middle East

Business Travelers

Tour based agents

Foreign Student

2.0 Source of Data

Data can be defined as the quantitative or qualitative value of a variable. Data is plural of
datum which literally means to give or something given. Data is thought to be the lowest unit
of information from which other measurements and analysis can be done. Data can be
numbers, images, words, figures, facts or ideas. Data in itself cannot be understood and to get
information from the data one must interpret it into meaningful information. There are
various methods of interpreting data. Data sources are broadly classified into primary and
secondary.

2.1 Data collected during the tender been given

Interview
a) During interview from students to directors
Interview session held on 27th Oct at 15th Floor of Menara Multi-Purpose where Oscar
Holidays located. 3 of us managed to get in the appointment with the Executive Directors
Madam Glory at around 1500hrs local time. She managed to give us full interview session
from the beginning how do they involved till the final how do they achieved to get the
tender. Madam Glory has experienced in the travel and tourism industry for almost 15 years.

b) During the students choose the company to be the focus of the case study
We have gone through the websites which talks about Oscar Holiday and what is their current
activity and the achievement they have made throughout the years. We also checked the
review given by the passengers on website about Oscar Holidays. We also found that they
have strength and weakness in running the business. Hence we have decided to choose the
company so that it will match our project.

Unobtrusive Measure
Unobtrusive measures are a research method of data collection that does not involve direct
contact with the research participants. This differs from direct measures like surveys,
interviews, and questionnaires that involve interaction with the participants. Structured
observation is an example of an unobtrusive measure - there is no direct interaction with the
participants, only observation from a distance.
Here, we did a research on internet and also we have read about Oscar Holidays in the
newspapers and social media. From here we have decided to take Oscar Holidays case for
our project. We observe clearly about their change and how do they get into it. Other than
that, during our visit for Matta Fair, they have promoted about SriLankan Airlines, and we
got a picture that they have gone thru major changes.

3.0 FINDING

3.1 Entering and Contracting

The planned change process in Oscar Holiday started when they got the tender. Manager
sense an opportunity for the organization performance can improved through organization
development. Oscar holiday is a local registered travel agent company based in Kuala
Lumpur under the tourism ministry since 2007.
In order to get their license to operate they had to meet the requirements of an airline travel
agent, Oscar holiday never hired an OD practitioner so there was no contracting they have
utilized their existing staff to help set up the project.
As an interest of study in the change that Oscar holiday gone through we set up an interview
session with the executive director madam Glory, we introduced ourselves as researchers
with the mission of doing a case study of change at Oscar Holiday. The executive director
talked about the history of change at Oscar Holiday and asked questions about the value the
project would have for them. She saw several benefits, including the opportunity to generate
a history of the change, to learn about the impacts of the change process on the organizations
culture and members, and to build a database that could be used to advance the travel. The
interview was mainly focused on how they got the tender for airline and the changes faced.
Top of the requirement to get their license was to know and have an experience in passenger
air transportation, so they really dedicated a team inclusive of 4 people to research and obtain
all the relevant data they needed to know to be selected. The researchers spent days talking to
professionals about the travel agency, its strategy, structure, and culture, decision accelerator
process. They did interview session with pioneers of the airlines to get the correct advice on
how to run airlines and what would be the best way to ensure handling the airline runs
smooth. The team has done a lot of research on SriLankan Airlines through internet; they
have gone thru each and every website which talks about SriLankan Airlines to ensure their
future is secured and to provide profits to both parties later, Oscar was indeed a unique
organization. Lastly, the researchers presented their understanding of the project of how to
run and handle an airline.
Part of the requirement was also being a non IATA agent, IATA is one of the most basic
resources for travel agent since most airline bookings are done through the IATA portal, But
its still possible to buy and sell tickets without getting affiliated with IATA. Non-IATA travel
agents either purchase tickets from other IATA travel agents or from the airline, they collect
orders, send bookings to IATA travel agencies and forward the booked tickets to their clients.
This has a major impact on travel business, number of non-IATA travel agents increased in
past years using modern technological solutions that allow travel agents to build businesses
from the ground up, tools such as TTS Consolidator Solution that enables a travel agency to
take care of its ticketing business without having to be affiliated to IATA, and without being
forced to make any sort of change to its ways of operating, the advantage of this is that its
easy to use, flexible and accessible 24/7, thus eliminate the need to become an IATA travel
agent and offer an IATA-like experience minus hassles, financial implications and extra
processes.
As soon as Mdm, Glory and Mr, Johnson done with their research and paper work they had to
face another change challenge which is to find an office space that is sufficient for their

company size as well as near to public transport and accessible easily by public, now Oscar
holiday is located in heart of KL at Menara Multi-Purpose. After settling down with location,
Madam Glory went through challenges such as organization structure and managing existing
employee as well as hiring new ones. Hiring new people is a constant challenge to try to find
the best candidates in short time and to meet Oscar Holiday demands, Furthermore, educating
the existing employee also was a tough part for them to manage, as they are used to work
with their old tasks adapting to a new task has not being easy for them. The issue facing
Oscar Holiday must be clarified early in the OD process so that subsequent diagnostic and
intervention activities are focused correctly.
In trying to improve the productivity of Oscar Holiday managing existing employees and
hiring new ones, the relevant client may need to include the HR officials as well as managers
and staff personnel. Here, at Oscar Holiday continuously challenged by different tasks it may
be necessary to expand the client to include members from multiple departments. The
manager of sales department may seek help in resolving conflicts between his/her unit and
other departments in the organization. The relevant client would extend beyond the
boundaries of the sales department because that department on its own cannot resolve the
issue. The client should include members from all departments involved in the conflict as
well as the executive to whom all of the departments report, suppliers and customers from
outside of the firm.
In such complex situations, we found that we need to gather additional information about
Oscar Holiday to determine the relevant client, as part of the initial data collection that occurs
when clarifying the issue to be addressed. When interviewing personnel, we can seek to
identify the key members and organizational units that need to be involved in entering and
contracting stage.
Regardless of technical training, as an acting consultant one must be able to maintain a
boundary position, coordinating among various units and departments and mixing theories,
technology, and research findings in an organic rather than in a mechanical way. Interpersonal
relationships are tremendously important and skills. Consultants bear a heavy responsibility
in finding whether there is a match between their skills and knowledge and what the
organization or department needs. Thus, clients should be explicit about their strengths and
weaknesses and their range of competence.

3.2 Minimum Eligibility:

1.Should be a locally registered firm/company and possess trading license as per local laws.
2.Should have experience in the Passenger air transportation. Preference will be given to
parties having a proven track record in the relevant field.
3.Applicant should not be an IATA approved Passenger Sales Agent IATA Passenger Sales
Agents may apply subject to relinquishment of their accreditation prior appointment.
4.Owners, directors / shareholders should have not been involved in default / bankruptcy
proceedings or had a financial interest or a position of management in a defaulted IATA or
GSA/GSSA agency or any other firm/Company.
5.Office premises should be preferable on ground floor and easily accessible to general public
and with ample parking space.
6.Should have sufficient qualified staff with ability of selling international air transportation.
7.GSA will be required to allocate 0.5% of territorys revenue for brand and advertisement.
8.The applicant should have minimum paid-up capital / investment required under local laws.
Balance Sheet and Profit & Loss Accounts not older than six months at the time of
application, duly audited by a Chartered Accountancy Firm will be required at the time of
application.
9.Mutually agreed commission or service charges will be paid to the GSA.
10.Validity of GSA Agreement will be for the period of three years. Bank Guarantee will be
required upon appointment. Other terms and conditions of the Agreement would be
negotiable.
11.Companys legal documentation and profile must be submitted along with the application.
12.The firm/company should be eligible for running the GSA business as per local laws/PIA
policy and procedure.

To get to know more ideas on how to obtain and attract the board of committee of SriLankan
Airlines during interview session they had with all the participants, the travel agents on the on
sales and marketing, other travel agent who has got GSA for other carriers to ensure what is
the process of getting into tenders and interviews and etc. During this time, Oscar Travel
Services had gone thru many obstacles as well. There are people who involved in the
interview session who had given some false news as well so that they will not win the
bidding but Oscar Travel Services with their market research and influences would be able to
collect the correct date during the interview session.

3.3 Applicants Short Listing:

Complete applications along with required documents received by the due date will
get fair consideration.
Applicants will have to meet the minimum laid down criteria to be shortlisted
(minimum laid down criteria list is provided below):
Applicants meeting the minimum benchmarks will be shortlisted for further
processing.

3.4 Financial Evaluation Criteria:

Financial statements including annual balance sheet and Profit & Loss statement for at
least 2 years to be evaluated.
These documents must be audited accounts by a chartered accountancy firm and in
English. Where accounts are not in English, a certified English translation must
accompany the Accounts sent for evaluation.
While evaluating financial position of the applicants, the following will be
considered:
Capital Structure
Liquidity position

3.5 Intervention area

New Location- When HQ announced that Oscar Holiday been awarded as a GSA for
SriLankan Airlines in Kuala Lumpur, they were given only 1-month notice to set up
the whole project. A start from selection of location and hiring employee wasnt easy
for them in a month time. However, they took it as a challenge and set up everything
within the time frame given. It wasnt easy, it wasnt tough for them since they are
well prepared to face the challenge, but at the end its worth.
Initially the location was at 1st Floor, Menara Hap Seng, Jalan P.Ramlee and since
they were not allowed by the previous GSA owner to take up the run the business
from there, they have decided to move to 15th Floor, Menara Multi-Purpose. They did
go thru a lot of hassle during this time. It has to be a smooth handover, as travel
industry aware the GSA usually is a tender which can be change according to the
performance of the GSA, if they fail to meet the target that has been given by the HQ,
and if they fail to show the HQ some development, then changes will be taken place.

Structure there are changes took place in the structure. When the current GSA took
over SriLankan Airlines, they have restructured the whole plan according to the need
of HQ. They were few staff been offered by the current GSA to work with them with
better remuneration and recognition. Even though the previous GSA was not happy
give the staff to the new GSA, the staff have decided to leave since they found better
restructuring process took over. They have applied Matrix Structure for the whole
plan. Matrix structure originally evolved in the aerospace industry where hanging
customer demands and technological conditions caused managers to focus on lateral
or resources and procedures, and to achieve a series of projects objectives. Every

matrix organization contains three unique and critical roles. Like in Oscar Travel
Services, GSA for SriLankan Airlines, the top position holds by Country Manager,
who heads the operation and the management of SriLankan Airlines. Country Manger
basically from the originating country of the Airlines. Followed by General Manager
who reports to Country Manager on the sales and marketing. Next position after
General Manager will be Manager who handles the operation of the front counter and
in house sales. And there is also Sales and Marketing team as well. Each of these roles
has its own unique requirements.

Tasks Most jobs were redesigned including more responsibility for staff in
management roles and multi-functional tasks for other staff. One of these job designs
is called job enrichment, which is the increase and deepening of motivating factors
built into a job. Some of these enrichments used by new management were increased
responsibility and accountability, less control and more freedom in the job and more
recognition.

People 3 staff been selected from the previous management to be part of the new
management. Hence the selection and recruitment process was slightly smooth since
they have experienced staff to run the show. However, they were recruitment been
done and advertise through newspapers and social medias as well for sales and
marketing, account and also customer services. the staff interview session held at one
of local hotel in Kuala Lumpur and they were many. For all new staff, they were
training been given for them to know about the product and also knowledge about
SriLankan Airlines. The training given basically about system, handling product and
sales knowledge as well.

Strategy Operations and planning were clarified at monthly and quarterly meetings.
These were between Country manager and manager staffs regularly and CEO
meetings irregularly, to engage staff. Leadership has changed from the traditional trait
and behaviour approaches to transformational, charismatic, visionary focus and is
separate from management. The leadership team at Srilankan Airlines formally
includes the Board of directors from the HQ. Their leadership function can be
observed by their language and behaviours they use a transformational and visionary
change approach to motivate their employees.
Objectives- Specific performance targets were set allowing staff to earn a higher
commission by overachieving set targets, recognition and prizes to increase
motivation consistently.

3.6 Problems/Issues encountered

Change Results
Establishing the new intervention in the Oscar holiday has been challenging for them as they
had to go through a lot of changes in the organizational level for example new office,
structure, strategy, managing existing employee and hiring new employees etc. Hiring new
people are continuously challenged by the task of finding best candidates due to unreasonable
demands, short deadlines, and broken or ineffective processes. Oscar has to go through a lot
of difficulties to hire the right candidate for the job. They were able to manage three
employees from the previous management.
Furthermore, educating the existing employee also a tough part from them to manage, as they
are used to work with their old tasks and not ready to

3.7 How do they handled

Since they were staff who willing to join from previous management to new management, the
current employer felt a little easier when hand over take place. Even though there was never a
proper hand but with existing staff whom willing to take the full responsibilities and
challenge, managed to handle things smoothly with the knowledge that they have with
previous management. Initially it was a little crucial because of the time limit given. The
previous management staff are not allowed to leave till the last day even though they have
been offered by the new management, they stood there till last minute and move forward with
new management effective 1st March 2016. However, with the assistance of HQ and the
Country Manager, they have got things done very effectively. Starts from reservation system,
sales and marketing system tools, it was well arranged for the new management team to run
the show. The team consist of 4 people has got things right in the place on the first day of
operation.
To ensure the staff are motivated all the time, since everything will be new for them, there
were team building also arrange on the same week of they started the operation. This is to
boost the staff so that they are not demotivated with ups and down. With the implementation
of matrix structure, it was helpful for the organization. Employee involvement started with
the quality of work life movement. Engagement is another terms that we can use for the
employee intervention. Employee involvement seeks to increase input into decision that
affect the organization performance.
The 4 key that used:

Power this includes providing people with enough authority to make work related
decisions covering various issues such as work methods, task assignment, performance
outcomes, customer service. The general manager and manager were assign on this segment
where they both been given task to handle the various issues faces by their down liner on
their daily routine, this covers system usage up to customer services which handle by front
desk staff

Information Timely access to relevant information is vital to making effective

decision. The General Manager with the assistance of Country Manager been assign to look
into decision authority which involves sales and marketing team. This inclusive of pulling out
date from system on how the sales within Malaysia, sale by the agents and how to improve
the sales and marketing


Knowledge and skills training provided regardless in house training or out station,
the employee been mould with many skills and knowledge on how to handle things. The staff
been well groomed about airlines industry and how to ensure it reach its target during peak
and non-peak season.

Rewards Because the management is still new, they were less concentration given
in this part. some sort of incentive will be given once target reach consecutively and bonus
will be paid based on performances of the year.

Goal setting:
Involves managers and subordinates in jointly establishing and clarifying employee goals.
Goal setting can affect performances in several ways, it influences what people think and do
by focusing their behaviour. Here the HQ will set a goal to each station operated by
SriLankan Airlines and they will work towards achieving the targets. And the intervention of
GSA will be there because they will be getting the overriding commission on monthly basis
after operation been performed every month. GSA entitled for 3-5 % overriding commission.
Hence to get a profitable figure at the very end of the month, both SriLankan Airlines with
collaboration of the GSA has to work really hard to achieve the station target. Goal setting
will be solely by the HQ and the implementation will be from the GSA. HQs goal will be
always achieving target for all routes regardless peak or non-peak, but here the GSA depends
on the Malaysias season. And it will also other carrier marketing activity to some same
destination. Sales & Marketing team really has to work hard to achieve the goals that has
been set up.

3.8 Effects/Results of Change (+ & -; Measurements used)

As a result, the new management has hit the target after almost 3 month of operation. The
first 3 months was really tough for them. This is because of the few weaknesses such as
system failure, less passenger due to change of location, less phone calls from agent and
passenger due to phone number change and less sales activity since sales staff were hired a
little late since management was looking for a right candidate to hold the senior position.
The management faced a lot issue since they did not achieve the target that has been set up.
The management has to pump in a lot of cash, starts from salary, rental, miscellaneous
expenses but they can only see the outgoing cash not the incoming. They had to pay debtors
and few are the channel who invested cash into the company. They went thru some critical
stage but with positive attitude they managed to settle everything smoothly.

3.9Lessons learned

Performance Change
Since the intervention occurred, Oscar Holiday recorded a growth rate in their full time
employee (FTE).

Performance appraisal review (PAR)

Staff asked to grade themselves on their performance and their use of company values of
which are discussed by their managers. For example, one of the values is Impact and an
employee is asked how much impact they contributed to the organization since the last
performance review and they are required to give examples of this behaviour. These PARs are
held quarterly and annually.

Reward and remuneration

Staff are given targets according to their job level and experience with incentives to
over achieve. These targets are called Key Performance Indicators (KPIs). The
persons job is broken into task components of which each component consists of a
target behaviour that is rewarded. Remuneration is based on the overall percentage of
KPI achievement.

Recognition
Employee of the month award was created by encouraging staff to use an online
submission for their preferred co-worker who had gone over and above their job
requirement displaying one of the company values. In addition, the company awards
the sales department with the person with the highest dollar value in sales and yearly a
larger reward of which one year was a new car. Similarly, a newsletter recognizes new
sales people who achieve early in their job. All of these reinforcements are called
extrinsic which are rewards given to someone by another persons valued outcome
and because they are environmentally impactful are valued in influencing behaviour
through the law of effect. Cultural change can take years; however effective cultural
change strategies can be used to shorten the time frame. It is important to align the
culture to support the desired change in behaviour. For example, True local needed a
professional, customer focused culture which required staff to develop professional
skills and behaviour. The result was all departments undertook a full training program
designed to increase awareness in communication, with a focus on questioning and
empathy.

4.0 Recommendations

Follow the general model of planned change-

For their planned changed, Oscar service did not go through proper steps. They hire
internal persons to be their OCP. So they never follow proper contacting steps. There
were no basic contacting steps followed in the intervention. OCP directly start
working from the diagnosing step
Engage new planned change for human resource intervention
As we examine that Oscar Service faced major problem in their planned changed is
hire and resigning their employee to new strategy work. So we will suggest that they
should take it as a new planned change project to improve their human resource
intervention. They can hire one person from human resource to be OCP and come up
with a solution for their problem.

Lewins Three-Phase Process

One of the ways They could managed this change by using the Freeze/Unfreeze
concept; Kurt Lewin, a famous organisational Psychologists three-force phase, which
is needed for any organisation to be motivated to bring about the change of which are
1) Unfreezing focuses on preparing people for change. This is a critical part of the
change phase prior to implementation by analysing and influencing resistance and
need to change.
2) Changing of people; tasks; structure; technology. Ideally the organisation will be
completely unfrozen, ready for change and its goals made clear. It is
recommended that staff are not perceived to have a sense of high or low security
at this stage in order to avoid resistance.

3) Refreezing is the evaluation and reinforcement of the changes that took place The
new management will recruited for their experience in organisational
transformation within the type of professional, high performing, corporate
environment the organisation desired and who worked at their competitor
company. These were expected to manage the entire change process themselves.
Change agents are people or groups who take responsibility for the change
of behaviours and existing patterns in a supportive manner. The perceived risks
however, are the responsibility of the organisations leader who decides on
the direction of the change.

4.0 Conclusion
Oscar is a new company and part of the superior and still comparatively new organisation,
Srilankan Airlines. The industry it operates in one of the fastest mounting and shifting
tourism globally. It changed from a structure and culture of casual, unprofessional work
practices managed within a more official structure that was under performing to
a transformational, high performing, innovative and professional values that are customer
focused. They achieved its goal of growth, productivity and change in behaviour, not much
planning appeared to be in place. It is unclear as to the lack of planning, communication
or use of external consultant in the case of radical change that occurred.

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