Module Title: Strategy and Change Management Individual Report

Module Code:
Student Name:
Student ID:

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 Table of contents
Introduction
The Initial strategy and the decisions with performance criteria and the application of the theory
of change management and its relevance to the simulated experience
Reflective learning theory and its application to own contribution to the success of the team
related to business simulation
Theories, models and strategic tools for the progression of the Dvibr Cycle
Conclusion
References

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Introduction
In the modern business scenario, strategic and change management is regarded as one of the
most essential elements that support businesses in achieving success and progression towards
their business objectives (Errida and Lotfi, 2021). Additionally, the strategy focuses on long-
term objectives through the support of several practices. Similarly, change management supports
businesses in their transition phase for progression towards their business objectives. All of these
collaboratively support the business to tackle the complex scenario within the market. The
following report will focus on providing initial strategic tactics and strategic decisions of the
Dvibr cycle. Additionally, it will also focus on providing reflection on the different experiences.
Lastly, it will focus on the evaluation of supporting the progression of the Dvibr Cycle.

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The Initial strategy and the decisions with performance criteria and the application of the
theory of change management and its relevance to the simulated experience
The main strategy of the Dvibr cycle company was to focus more on market penetration and
product differentiation. We aim to capture a significant market share by offering high-quality
products and services. Our approaches included different key components, such as market
research, product development, marketing campaign, pricing strategy and distribution channels.
We took different actions, such as the increase in integrity and sustainability in all the business
dealings. There were also frequent team meetings which has helped us understand the progress
of the business. There will also be differential channels for online and offline selling, which will
help in reaching a lot of customers such as opening a store in different places in Europe and
Amsterdam.
There were different success criteria used for the success evaluation of the project.
Market Share: Measuring the percentage of total market share sales was done by the Dvibr
Cycle Company.
Sales Revenue: Tracked all the revenue generated by selling bicycle sales units in the market in
order to understand the revenue collected by the organisation over some time.
Customer Feedback: It is one of the important performance criteria, which helped in
understanding the success of a business. Customer genre feedback played a major role because it
helped in understanding the effectiveness of bicycles. When the company used to receive
negative feedback, the marketers at Dvibr Cycle had the opportunity to experiment with the other
strategies which will be absolute for overcoming the hurdles.
Profit margin: It refers to the profit gathered from the business, this performance criterion helps
in monitoring the profit margin to secure the financial sustainability of the business. There has
been an associate investment of £2,000,000 for the expansion of business and sales.
Brand Awareness: This refers to the brand image or the customer's perspective towards the
organisation. It helps in understanding the brand recognition that has been through surveys and
market analytics.
Apart from this CSAT score or the customer satisfaction score has also helped me in
understanding whether the customers have engaged with the concept of electric bikes through an
online mode or not. This is a huge performance indicator which helped in modifying the existing

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products and services for the specific brand which have been looking forward to gaining a good
market share.
There are different theories of change Management in the organisation such as Kotter 8 step
change management model. This model is one of the effective models which is used in making
strategic changes in the business, there are different stages.
Creation urgency: Recognising the requirement to adjust the marketing strategy in order to
quickly boost the market share. People in the UK are health conscious and prefer healthy
practices to stay healthy. In such a situation, Dvibr has transformed bicycle stimulation gaming
by creating cutting-edge services and products which surpass the expectations of the customer.
Communicating the Vision: That has been a proper team meeting in the organisation which
helped in developing the innovative bicycle. The frequent team meetings in the organisation help
in tracking the progress of each department in the manufacture of the cycle and the overall
progress of the business. The president of our team noted down the important information and
ideas and then analysed them properly before making any kind of decison in the organisation. It
was helpful because it helped in making informed decisions. Members of the team meeting were
also allowed to provide feedback as there was open communication.
Removing the obstacles: There are some issues regarding budget constraints and logistic
inefficiency which created some problems. For the manufacturing of electric bikes, it is
important to identify the major obstacles which can come in the way of implementing the plants
for the manufacturing of the electrical bikes for Dvibr Cycle company. This helped in the process
of going for what by either dodging the hindrances or working consistently to overcome them to
successfully operate in the highly competitive Marketplace. The marketing channel which we
used was managing the webpage. It was effective in some cases, after a quarterly cost of around
$1,900, no new local media were placed, which resulted in zero expenses.
Creating short wins: creative creating short-term term meaning confidence regarding the
appropriate functioning of the existing strategy and the need to modify its business and
marketing statistics appropriately to approach the customers. This is further likely to help in the
process of maintaining the status quo of the business. In this stage, the USPs of the Electric bikes
which have been invented in the business simulation case for the Dvibr cycle company
committed a critical point of view (Dalla et al., 2023)

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Build on the Change: Building on the change is the seven-step of days Change management
model which revolves around the acclimatisation with the change which has been proposed
earlier for a specific company. In this context, it refers to the inculcation of the benefits of
electric bikes for the purpose of switching to a Healthy lifestyle and also contributing to the
environment in a very positive manner. The brand developed Sonique 2 products with unique
features which helped differentiate the product from other competitors in the market. Further, it
also helped in attracting the young customer to the organisation. The brand was modified to
Sonique to tailor to the needs of the young customers in the market.
Anchor the Changes in Corporate Culture: The corporate culture in the Dvibr Cycle must be
putting in the steps to deal with the changes which have been taking place in the company. This
is also likely to help in the process of providing appropriate customer service and including all
the features of sustainability within the bikes or the cycles. The open communication system
where every individual can share their feedback was effective because it helped in sharing
information. This also helped in developing a positive work culture which helped in
understanding each other and performing collaboratively.
Through the adaptation of the change management strategies and policies, it has been possible to
successfully build the concept of changes across the team and this has helped in improving the
overall teamwork and collaboration in the team (Errida and Lotfi, 2021).

Reflective learning theory and its application to own contribution to the success of the team
related to business simulation
Reflective learning is an integral part of the progress and the eventual academic, professional and
personality development of a learner in general. It has been found to be one of the most
important tools for assessing one’s learning while studying in a particular module. For the
purpose of providing an insight into my teamwork and the contributions which have been made
throughout this project, I will resort to Kolb’s reflective learning theory along with its various
elements.
Concrete experience is the very first element as per this theory and this delineates the core
experience or the incidents which have occurred in the life of an individual. This experience can
be both physical and psychological or emotional. Here, it is also important to note that the
reflection must be followed in a very systematic manner. This will help follow the trails of the

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incident and expand the learning to a great extent. I have used the balance score card which has
helped me to get the information regarding the business performance in the market. Our team
started the choosing of the company name and logo. This was an important step because it
helped in developing the brand identity. I learned about different statistical models of Change
management for an organisation, the challenges which can come along with this and the
prevention of Change management in an organisation.
Reflective observation is the next stage of reflective learning and in this stage, I would like to
dive deeper into the various aspects of the knowledge, skills and expertise which have been
honed by me throughout the process. I found that communication in the group meeting was
important and productive because it helped in identifying the progress of the business and the
achieving of the overall objectives of the business. While preparing the winter game online
simulation case for the project I gained the knowledge of BREO and developed my critical
thinking and analysis skills which is also considered to be part of the employability skills
(Fajaryati et al., 2020). There are two aspects of the learning process such as the positive
experience and the negative experience. I was the team lead who guided my team to design the
simulation case for the online game. Building the building has helped me develop my thinking
skills and has given a positive direction to my own thought process. After designing the game
and analysing the outcomes for it I have been able to understand the development of decision
making and implement it in the best possible manner. I have also observed that my writing skills
have improved for the process and I need to improve my awareness regarding the things which
have been happening around me.
Abstract conceptualisation is the third stage as per this model and in this stage, an individual
interest picks into the process which can be applied to expect a better outcome. Thinking about
the Strategies for improving the outcomes in case this situation happens again is also the main
focal point of this stage (Lu and Kaiser, 2022). The workload was also distributed equally which
helped in reducing the stress level of individuals and increased productivity levels. There were
also frequent meetings which have helped us in tracking the progress and performing in a much
more collaborative manner. However, I feel confident about my ability to understand the entire
subject of business simulation and this will help me in progressing in this field in a very
subjective manner. The negative aspects of my personality for not developing my time

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management skills have been identified. However, I have put in a lot of force in overcoming this
issue by experimenting with various studies and resources in a very integrated manner.
Active experimentation is the fourth stage as per Kolb's learning theory and this is likely to help
identify the various areas of weaknesses and put forth the efforts for overcoming the loopholes to
a certain extent. I have learned that I need to develop critical strategic management skills as I
have a fetish to make a career in the field of human resources in one of the leading organisations.
Using the appropriate strategy and resources I will also be improving my ICT skills for fine-
tuning my future endeavours (Wahyuningtyas et al., 2022). The future practices and behaviours
which need to be taken into consideration have also been evaluated in this portion and I believe
all these practices will help in the process of developing the stoicism for performing with the best
possible efforts in general. The modification of the brand name to Sonique was also effective
because it helped in attracting young customers towards the brand and generated a good amount
of revenue. This helped in understanding the market segment properly and making informed
decisions. The pilot programming in future can be helpful before making any kind of changes
because it will help in gaining proper feedback from the targeted user.

Theories, models and strategic tools for the progression of the Dvibr Cycle
Dvibr Cycle is a start-up based on electric bikes, which aims to provide eco-friendly urban
transportation options. The main aim of these analyses is to understand the practical experience
of the Dvibr cycle through the support of existing models and theory to evaluate its theoretical
framework that can enhance strategic decisions. Additionally, it focuses on reflecting on how
theory has supported these practices and contributed towards professional development.
Relating experience to existing theory
In the current scenario, there are several appropriate and relevant strategic tools and models like
PESTLE analysis, SWOT analysis, Resource-based view, Porter's five forces, etc. Besides all
these strategic tools and models, implementing SWOT analysis and PESTLE analysis can be
beneficial for the Dvibr cycle. SWOT analysis is one of the most appropriate tools that focuses
on identifying the internal strengths and weaknesses of the organisation. Additionally, it also
focuses on understanding the external dynamics like opportunities and threats related to the
company. Besides, it also focuses on providing a competitive position for the company through a
structured process (Benzaghta et al., 2021). Similarly, the PESTLE analysis focuses on

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examining several external factors like political, economic, social, technological, legal, and
environmental factors and focuses on identifying their influence on the business operations and
the entire strategic decision of the company (Vardopoulos et al., 2021).
Applications to Dvibr Cycle
SWOT Analysis:
Strength: The strength of the Dvibr Cycle is that it is known for its eco-friendly electric bike that
meets the growing demand of the market for sustainable transportation options. Additionally, the
company is the other strength which directly attracts eco-conscious consumers.
Weaknesses: Some of the identified internal weaknesses of the Dvibr cycles are its limited brand
visibility and higher production cost. Besides that, the company also needs to focus on the
research and development team in order to enhance its overall business structure for utilising
cost-effective approaches.
Opportunities: Identifying potential market demands aligning with the growing market demand
regarding green transportation options within urban areas can be beneficial for the company to
successfully expand its business and gain massive positive outcomes. Similarly, targeting major
cities with a high population and complex transport systems could be beneficial for the company
to maximise its market penetration.
Threat: There are a few threats that can significantly impact the Dvibr cycle. In the modern
complex scenario, there are several regulatory guidelines which often change which can
significantly impact the operational efficiency of the company (Settembre-Blundo et al., 2021).
Similarly, the majority of the companies are focused on green practices whereas its competitors
are massively funding towards green technology, which can lead to maintaining competition
within the market.
PESTLE Analysis:
Political factors: The Dvibr cycle can gain an appreciated position and sustenance by
understanding management policies and additions for green transport systems. This tactic can
help the company gain secure economic support from the administration for capitalising in the
development of products and market extension opportunities (Yang et al., 2020).
Economical factor: The Dvibr cycle needs to put effort on pricing strategies and enhance
advertising tactics by understanding the undercurrents of the market and consumer spending

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forms. This analysis can provide valuable guidance for a company to create strategic pricing for
their offerings.
Social factors: It is vital for the Dvibr cycle to focus on identifying the social tendencies in the
market by understanding the requirements and the current scenario for offering unique eco-
friendly products that are directly aligned with customers' values and needs.
Technological factor: The Dvibr cycle needs to focus on enhancing its battery life and
redesigning the E-bike. This approach can be beneficial for the company in driving innovation
through technological progression and sustaining a competitive position within the composite
scenario.
Legal factor: It is essential for industries to focus on understanding the legal guidelines like
safety standards and green practices law. This understanding ensures that the company is well
aligned with these guidelines which provide several benefits.
Environmental factor: The Dvibr cycle needs to understand the influence of several economic
factors like climate change and pollution levels while developing its product. This approach can
help the company to align with the sustainable commitment to enhance its brand visibility.
Evaluation of theoretical models and tools
Benefits:
● Theoretical models like PESTLE and SWOT examination provide a strategic framework
for the fibre cycle to make an informed decision making by understanding the diverse
business conditions.
● Both of these tools sustain the company in reducing potential risk by highlighting both
internal and external influencing factors. These models help to create several strategies to
achieve and successfully address the potential risk (Vardopoulos et al., 2021).
● These theoretical models also ensure that the company will strategically align with both
its internal and external capabilities. This approach ensures it enhances its strengths and
addresses all its weaknesses.
Limitations:
● Utilising these investigative models can often consist of complication and consume time
for a better and deep understanding of the business scenario.

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● The constant development of the market can significantly impact these theoretical models
to identify the potential opportunities and threats that are associated with the company
(Musa and Suryono, 2022.
● Implementing these theories can pose several challenges and complexity as it requires
massive resources and continuous management to maintain its effectiveness.

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Conclusion
In order to conclude the above study, has thoroughly highlighted the initial strategy and decision
of the Dvibr cycle. The study has highlighted the change management process of the Dvibr cycle
by utilising an appropriate Kotter 8-step change management model. Similarly, the study has
also highlighted reflective learning and its contribution towards the success of the business
simulation. Lastly, it has thoroughly displayed several models and tools to support the Dvibr
cycle for business progression and achieving its all objectives.

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References
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applications: An integrative literature review. Journal of Global Business Insights, 6(1), pp.54-
72.
Dalla Chiara, G., Verma, R., Rula, K. and Goodchild, A., (2023). Biking the Goods-How North
American Cities Can Prepare for and Promote Large-Scale Adoption of Cargo e-Bikes.
Errida, A. and Lotfi, B., (2021). The determinants of organizational change management success:
Literature review and case study. International Journal of Engineering Business Management,
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Errida, A. and Lotfi, B., (2021). The determinants of organizational change management success:
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Fajaryati, N., Budiyono, Akhyar, M. and Wiranto, (2020). The employability skills needed to
face the demands of work in the future: Systematic literature reviews. Open Engineering, 10(1),
pp.595-603.
Lu, X. and Kaiser, G., (2022). Creativity in students’ modelling competencies: Conceptualisation
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Musa, E.I.O. and Suryono, Y., (2022), January. Learning challenges during the new normal era
using a combination of SWOT-PESTEL analysis. In 5th International Conference on Current
Issues in Education (ICCIE 2021) (pp. 358-362). Atlantis Press.
Settembre-Blundo, D., González-Sánchez, R., Medina-Salgado, S. and García-Muiña, F.E.,
(2021). Flexibility and resilience in corporate decision making: a new sustainability-based risk
management system in uncertain times. Global Journal of Flexible Systems Management,
22(Suppl 2), pp.107-132.
Vardopoulos, I., Tsilika, E., Sarantakou, E., Zorpas, A.A., Salvati, L. and Tsartas, P., (2021). An
integrated SWOT-PESTLE-AHP model assessing sustainability in adaptive reuse projects.
Applied Sciences, 11(15), p.7134.
Vardopoulos, I., Tsilika, E., Sarantakou, E., Zorpas, A.A., Salvati, L. and Tsartas, P., (2021). An
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Applied Sciences, 11(15), p.7134.

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Wahyuningtyas, D.P., Mayasari, N., Rohmah, S., Satria, E. and Rais, R., (2022). Adaptation of
ICT Learning in The 2013 Curriculum in Improving Understanding Student’s of Digital
Literacy. Jurnal Scientia, 11(02), pp.211-218.
Yang, Z., Peng, J., Wu, L., Ma, C., Zou, C., Wei, N., Zhang, Y., Liu, Y., Andre, M., Li, D. and
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