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Globalisation Assignment Solution

   

Added on  2020-10-05

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Table of ContentsTITLE..............................................................................................................................................1CHAPTER 1: INTRODUCTION....................................................................................................1Research overview......................................................................................................................1Background of research...............................................................................................................1Rationale of research...................................................................................................................2CHAPTER 2: LITERATURE REVIEW.........................................................................................3CHAPTER 3: RESEARCH METHODOLOGY.............................................................................8CHAPTER 4: DATA ANALYSIS AND INTERPRETATIONS.................................................11Data analysis.............................................................................................................................11CHAPTER 5: RESEARCH OUTCOMES....................................................................................23Covered in PPT ........................................................................................................................23CHAPTER 6: REFLECTION & RECOMMENDATION FOR ALTERNATIVE RESEARCHMETHODOLOGY........................................................................................................................23Reflection:.................................................................................................................................23Recommendation:.....................................................................................................................23Recommendation for alternative research methodology:.........................................................24CHAPTER 7: CONCLUSION......................................................................................................25REFERENCES..............................................................................................................................26

TITLE“To investigate the impact of globalisation upon the fuctions of business organisation”. Acase study on British Airways CHAPTER 1: INTRODUCTIONResearch overviewGlobalisation is the process under which business can operate at international level.There is integration of individuals, groups, organisations, etc. so there is political interference aswell. This process is not easy because there is requirement of proper planning related to humanresources, finance, etc. are done. In order to expand business success, angers has to collectproper about particular geographical region (Ahmed, 2013). Such as culture, trends, politicalvalues, tax and laws, etc. This is the best way to know what changes are specific and importantin context of changing business environment. At global level, there is difference in trends as perchange in geographical region. This research is based on British Airways flag carrier airline inUK. This is second largest organisation providing air ways services in different parts of country.British Airways offers air ways services at lower cost with extensive global route throughdifferent centrally located airports. In this investigation, there is discussion about impact ofinternationalisation on business operations of British Airways. Background of research British Airways is the organisation which operates at global level. There are manyorganisations which are working in similar sector, so it is important to understand changeshappening in industry and conduct operations in effective and better manner. As there is muchcompetition at global level, so it is essential to make business activities dynamic through whichthey can accept challenges at global level. There are different departments at British Airwayssuch as research and development, marketing, customer service, production, HR, technicaldepartment, etc. With operating at international level, there are some changes which are specificand relevant in context to provide best services to consumers. There is positive impact onbusiness functions of British Airways because they are able to get vast area for collect resources.Marketing activities gets changed because new and innovative methods has to be considered. Asper change in geographical region, different marketing strategies has to be considered as pertarget consumers (Aliyu and Tasmin, 2012). Cost of marketing and adverting has to considered1

and accordingly budget for it will set. This assist in improving market share of British Airwaysin industry and gives positive impact on growth and development of association.Rationale of researchThe rationale behind conducting this investigation is to have knowledge about impact ofglobalisation on business operations. With conducting this investigation, if researcher or readerwants to expand their business then they enhance knowledge about change in business activities.This investigation improves data collection and investigation skills so researcher can conductinvestigation in future properly. As in current market, there is trend of globalisation of businessoperations, so it is easy to collect information. Researcher have interest in topic globalisation, sothey make this research interesting. Reader is able to enhance knowledge about working style ofdifferent departments at global level (Ariely, 2012). Research Aim “To investigate the impact of globalisation upon the fuctions of business organisation”. Acase study on British Airways Research Questions What are the impact of globalisation upon the fuctions of business on British Airways? Research Objectives: To study effectiveness of current marketing strategies of British Airways. To analyse financial cost of marketing and advertising of British AirwaysTo understand current market share of British Airways in the airline Industry.To make recommendations to improve marketing policies and strategies of BritishAirways.2

CHAPTER 2: LITERATURE REVIEWA literature review is an in-depth and critical evaluation of previous study. It is a synopsisand summary of a specific area of investigation. In simple word, it introduces as a systematic,effective, explicit, reproducible and useful method for understanding, analysing and synthesizingcompleted work produced by scholars, practitioners and researcher. Main purpose or intent ofconducting literature review is to identify inconstancies, conflict and gaps in previousinvestigation. It is a main section of research in which each objectives of research will beaddressed. For this, different authors, writers and scholars have to give their opinion about therole of globalisation in driving business success and growth at international level. Effectiveness of current marketing strategies of British AirwaysMarketing refers to the process of management through which knowledge about goodsand services can communicate to consumers or society. There are four main concept ofmarketing i.e. 4 P's. They are product, price, place, promotion. It is essential for managers ofBritish Airways to consider it and then perform activities in better and effective manner. Thereare three different marketing strategies i.e. product, pricing and promotion strategy (Asim, 2013).Product Marketing StrategyAs per this method, British Airways plans to manufactures its services to consumersdirectly. With this method it is easy to understand reaction of consumers and then there ispositive impact on growth and development as well (Bock and et. al., 2012). British Airwaysserves to consumers by providing airline services, so they are providing intangible services tosociety. There are different factors which affects satisfaction is quality of services. There aredifferent consumers having different demands, so in this case managers of British Airways has tounderstand in better and effective manner. According to Sujan Patel (2019) In this strategy, thereis requirement of three important factors i.e. people, message, audience, product, promotion andanalysis. With this marketing strategy, managers of British Airways are able to provide customisedservices to consumers. There are some consumers who requires some specific services such as ifconsumers do reservation in business class, then there is requirement of business type magazinesor newspaper. Pricing Marketing Strategy3

There is specific price which is charged from consumers in consideration of services theyavail. There are different types of pricing strategies such as premium pricing, medium pricing,low pricing, etc. As there are many organisations dealing in same service sector, so cost has to beestimated as per consumer type. Promotional Marketing strategyWith promotional marketing strategy, there is requirement of advertisements to makesociety aware about different services offered by British Airways. There must use of differentsocial media medium through which consumer base can improves. At the time of vacation, theremust more discount offers. This improves brand image of British Airways in industry andconsumers are ready to avail services (Chen, 2012). From all of the above discussed marketing strategies promotional strategy is best becausethis creates awareness among people and provides knowledge about new services in market. Thisstrategy is time as well as cost effective which is positive for British Airways.Financial cost of marketing and advertising of British AirwaysThere is requirement of some specific budget for promotion and marketing of services inindustry. Marketing manager of British Airways has to finalise activities of marketing whichassist accounting department to finalise marketing and advertising activities. According to LauraWoods (2019) There are different ways of marketing and adverting to communicate withconsumers such as social media, unique advertisements, paid promotions, promotion throughambassador, etc. This requires some financial cost which is essential for British Airways toexpand and make long term existence in industry. There are many organisations such as TUI,Easy Jet, TRavelodge, Virgin holiday, etc. so managers of British Airways has to make new andinnovative advertisements targeting segment of consumers. In older days, there wasadvertisement on television and radio, but these measures not not in trend in current industry. These days, there is requirement of press advertisement as well because people compareby collecting and getting influence through it. British airways spend around £5.5m on marketingand advertisement because this is the way through which information about different offers,services can be communicated to consumers (Dunning, 2014). 4

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