Business Excellence and Marketing

Business Excellence
and Marketing

TABLE OF CONTENTS
INTRODUCTION................................................................................................1
Strength and areas of improvement of two organisation against eight
fundamental concepts in EFQM business.....................................................1
Partnership and Resources of Gray Line Scotland........................................7
Processes, products and services of Gray Line Scotland..............................8
RECOMMENDATION..........................................................................................8
CONCLUSION....................................................................................................9
REFERENCES..................................................................................................10

EXECUTIVE SUMMARY
Present study is conducted in order to understand the outstanding
practices of the business that helps the organisation to achieve its goals with
effective marketing strategies. From the report it is been analysed that with
respect to leadership, strategies, people, partnership and resources etc. Gray
line Scotland and Butterfield and Robinson having some of its strength and
also have some points that need to be improved. Quality Scotland has to
adopt EFQM model as it is very beneficial to identify the strength of the
organisation and also about the facts that are needed to be improved.
INTRODUCTION
Business Excellence basically refers to the outstanding practices in the
business with respect to the management of the company for achieving
different goals of the business. For having excellent business activities
Organisation must have excellence in the marketing throughout the
process(Metaxas, Chatzoglou and Koulouriotis, 2019). Present study is based
on two organisation in the Scottish tourism sector that is Gray Line Scotland,
Butterfield and Robinson. Gray Line Scotland is a long standing tour company
chain that is offering different types city tours with the help of buses
throughout North America founded in the year 1910 by Louis refurbished. On
the other hand Butterfield and Robinson is the company that is world's
premier active travel and is designing incredible, immersive and experiential
journey in most of the places of the world. It was founded in the year 1966
by George D.B. Butterfield. Report will include the strength and areas of
improvement these two companies usually have against the eight basic
fundamental concepts EFQM Business Excellence model describes. Report
will also include sustainable relationship of Gray Line Scotland with their
partners and suppliers. Report will also identify whether Gray Line Scotland
is able to manage its building, equipment and resources in a sustainable way
and the knowledge and information that are managed to support their
decision making effectively. Report will further include the key processes
1

required by Gray Line Scotland in order to deliver their strategy and about
there new and innovative products and services. At the end report will
include effective management of Gray Line Scotland with respect to their
customer relationship.
Finding and Discussion
Strength and areas of improvement of two organisation against eight
fundamental concepts in EFQM business
Figure:- 1
EFQM Excellence Model is a non-perspective framework that is based
on the respective nine criteria. The Five criteria among these Model are
Enables while four are major results. Enable criteria basically covers what the
respective company is doing and the way it doing the same(Escrig-Tena,
Garcia-Juan and Segarra-Ciprés, 2019). On other side the major Results
criteria covers what the respective organisation achieves overall. Results are
mainly caused by the Enablers and they are making improvement using the
respective feedback.
Leadership:-
2
Illustration 1: EFQM model