A business strategy is the way through which it sets out to achieve its desired objectives. In simple words, it is a long term business planning. It covers a time period of 3 to 5 years and sometimes it may be extended. The major issue concerned with business strategy is regarding resources i.e. raising the finance(Hyde, 2014).
They are also concerned with the allotment of the resources. Seaworld Entertainment is a theme park and entertainment company in United State. It also has water parks and adventure islands. The company has created many parks which connects guests with marine life in innovative ways. The animal encounters, educational attractions, and innovative entertainment are designed to entertain guests of all age groups to celebrate, enjoy, and make connections with the natural world around them.
Seaworld having 12 parks across the United States has faced heavy criticism for poor treatment of the captive orcas also called as killer whales. After which the company has decided to put an end on the controversial orca breeding programme(Breaking News: The Last Generation of Orcas at SeaWorld,2016). They are trying to find new methods to continue to provide on their purpose to encourage all their guests to take action to protect wild animals and wild places. The whole issue came into limelight when three years back, a documentary called blackfish which examined the death of the Seaworld trainer Dawn Brancheau who was killed by an orca named Tilikum.
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After that through a social media campaign critics demanded the company to end its orca breeding programme. Then the company made an agreement with the Humane Society of the United States. The HSUS President and CEO Wayne Pacelle declared that an era of captive display of orcas will come to an end. In the same press release Seaworld President and CEO Joel Manby said that is a historic change and they will now focus on rescue operations so that many marine mammals who cannot be released back to wild will get a place to go(SeaWorld to stop breeding orcas following controversy,2016). This agreement resolved an issue regarding expansion plans of the company .
To bring change is an approach to shift or transition individuals, teams, and organisations from their existing status to a desired future status. For ex: organisational change consists of strategic, operational, and technological changes emerging from outside or inside the organisation. The key external forces of change in the context of the company Seaworld are described below: