Effective Business Management Strategies

This assignment focuses on effective business management strategies, including marketing communication mix methods that influence customer choice when selecting an airline company. It also explores contemporary literature on value-enhancing capabilities of Corporate Social Responsibility (CSR), traditional Chinese philosophies in leadership, and the effectiveness of social networks as a strategic tool for organizational business management. The assignment covers various topics, such as small business and society, sport management, business process management, and anthropology, providing insights into the complexities of contemporary business environments.

Contemporary Business

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................4
Influence and relevance of Marketing Communication Mix on the British Airways policies
and decision making....................................................................................................................7
Critical evaluation about the effectiveness of the response of British Airways to Marketing
Communication Mix....................................................................................................................8
Some areas for improvement in the response of the organization...............................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Business environment consider as an internal and external factors that directly influence
overall activities in positive and negative manner. Mainly, it is dynamic in nature which keep on
changing within the business activities. Thus, it is important for organization to effectively
measure its impact to enhance the positive and negative impact. In addition of the contemporary
development is also related with the living or occurring at the same time that can be improve the
entire business function (Fairfield and Jorratt De Luis, 2016). Contemporary development in
business and management is consider as an effective activities that can be improve the overall
performance level of the company at market place. Present report is based on British Airways, is
one of the famous and largest airline company in UK provide airline services to number of
clients as per their requirements. Mainly, it was established by the British government with the
purpose of managing the two nationalised airline corporations like British Overseas Airways
Corporations and British European Airways. It founded in 31st March, 1974 with the aim of
serving quality services in over the world. This report is discussed about primary external
influences along with its important to the organization. Apart from this, marketing
communications mix and how it influence company policies and decision making activities is
also mentioned in this report.
TASK 1
Primary external influences are those factors that affect an organisation externally or
from outside. These factors are not in or under control of the company and in external factors,
there are some factors that include within such as environment, political, technological, social,
legal and economical. These factors are outside the company that are beyond a company's
control and affect each business and industry differently such as in positive and negative way.
Social factor affect consumers, their needs, communities and behave and their beliefs. Legal can
be related to the rules and regulations of the government. Like this other factors affect from
outside and in different manners (Malik, 2015). These factors create impact on the business of
British airways. It is the flag carrier and the largest in the United Kingdom and this company
founded in 1974 and a board is also established by British government to mange this airline
corporation.
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There are various external factors such as social, environmen6tal, political, economical,
and technological and others create impact on the business of British airways. For all these
factors the company can use PESTAL analysis. This analysis creates positive and negative
impact on the organisation business. According to the ISIC, there are some factors that also
affect the business of British airways, they are population, production, employment, gross
domestic product and other various economic activities. ISIC (International standard industrial
classification) is a standard of United Nations Statics Division that make classification of
economic activities arranged so that entities can be classified according the activities. The
primary external influences of British airways are as following:
Political- this factor is related to the rules and regulation or policies and procedures that
are made or designed by the government (Ma and Tsui, 2015). In this factor, there are various
things include such as tax policy, environmental regulations and trade restrictions. This factor
also affect the business of the BA because this organisation operate its business internationally
and the government of every country have different rules and regulations that sometimes create
negative impact when they are not in favour of the company. If the company launch any new
service and the government laws are favourable for BA is create positive impact on the growth of
the company. For example, If the company going to launch any new service in BA and follow all
law that are appropriate and important. At the time of launching the new services and suddenly
the government make changes in laws, this affect the business of the company negatively.
Importance- There are various elements of political factor such as tariffs, education law
and tax. These all factors are important for the growth of BA because this company operate its
business in different countries and the tax slab or law of tax are different in different country. For
example, Mexico, Thailand, Poland, Kenya, Albania and Latvia etc. there are various countries
they have low tax slab more than the UK. This is an important factor and positively impact the
business of the BA (Haldorai, Ramu and Murugan, 2018).
Environmental- This factor related to the weather and climate and create positive and
negative impact on the business of the company. There are various environmental factors faced
by BA such as noise, pollution, climate, storm and various other. Favourable conditions of the
weather and climate create positive impact on the business of the company and help in growth
and development in productivity or profit. Growth of radiations and emission create positive
impact and unfavourable environmental elements impacted negatively the business of BA.
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Importance- This factor is related to the environment that include various elements such
as climate and its various dimensions like, temperature, rain, humidity, air and others. BA have
goals of having zero waste to landfill in UK and reduce the average noise per flight or cut down
the CO2 emissions by half and make improvement in carbon efficiency by 25% in up coming
time (Goss, 2015). In environmental factor they have developed special programs to control
climate by controlling the carbon dioxide emissions and this help in the growth of the business of
BA. If these elements in control, they increase the level of consumers ans impact positively on
both as well as organisation and climate also.
Social- People always travel in trusted airline and they try to ensure that their trip goes
smoothly. This factor include some elements such as lifestyle of the people, population and
demand of the consumers. The service of BA are taken by upper or middle class people and the
company provide services according their needs. If the services that are provided by BA
according the customers needs, it create positive impact on the business of the company because
if the customers get satisfaction, they take services again and again. If the organisations will not
satisfied the customer's needs, it generate negative impact.
Importance- This factor is related to society and include various elements such as
lifestyles, population, habits, emphasis on safety and others. The social and cultural influences
on business vary from country to country. In BA, the air-hostess can have knowledge of different
language that can be important for the company because it connect the customers with their
values and culture. The air hostess can communicate in various language according the
customers and the customer can emotionally attach with the company that can be beneficial for
the organisational growth.
Technological- It is related to the technologies that are using by the company. In BA,
passengers use mobile phones and internet for checking in. BA provide various technology such
as online booking, checking flights by internet and by providing many others technologies that
create positive impact (Vom Brocke, Petry and Gonser, 2016). On the other hand, the needed
information of the customers are save on server that can be hacked by anyone and there are
chances of leak of consumers personal information that create negative impact.
Importance- BA provide various services to its customers such as online booking. By
providing this service it save time both customers and organisations. By using various
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technologies the company can save appropriate information and reduce the wastage of time and
money.
Economical- This factor is related to the funds, money and other financial elements that
affect the business of the company. There are various elements include within it such as inflation
rate, currency exchange rate and economic climate. Increment in the cost of fuel impact the
business of BA. For example, if the cost of fuel is increased, the company increase the travelling
cost that create negative impact on the percentage of travellers. On the other hand if company
provide discount and offers it make increment in the numbers of the population of the customers
that impacted positive the business of BA (Naumović, 2016).
Importance- In economical factor, there are various elements such as inflation rate, tax
rate and various others and it help the company to make suitable and appropriate strategies so
that company can easily survive in every condition.
Legal- It is related to the laws, acts, rules and legislations etc. they create positive or
negative impact. If they are favourable they impacted positive and if they are unfavourable they
create negative impact on the business of the company. This factor impacts the business of the
company by country tax code and various others. This factor is operate by the rules and
regulations of the government, if government make change in its laws the company also make
change in its laws that can affect the fussiness of the company.
Importance- The legal factor plays an important role in determining the success of the
business. The government rules of taxes that are being imposed among other regulatory measures
help to promote the economic growth of BA. By making appropriate rules and policies for the
business of the company it creates the positive impact on the business (Ojasalo and Ojasalo,
2015). The employment law, health and safety law and other various laws create positive impact
on the company and also important for the company.
TASK 2
Marketing communication is one of the important part of the company which help in
communicating in market. With the use of this concept, company can easily interact with their
customers and also convey message about its products and services to the customers. One of the
main advantages of marketing communication is to enhance as well as create brand awareness
among potential customers. It also support consumers to take the decision towards the purchase.
In addition of this, different medium that used by the company with the aim of exchanging the
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information about their products and services is called marketing communication. By this
company established their competitive brand image in customers mind. Mainly, there are two
type of objectives such as create and sustain the demand of the products another one is to shorten
the sales cycle. In context of British Airways, marketing communication play vital role in
exchanging the message with potential customers in market place and at the same time also build
positive relation with their target consumers. With the assistance of this, company easily increase
their market share and also create strong base of customers (Masalimova and Shaidullina, 2017).
For managing as well as creating brand value in consumers mind, company use effective
marketing tool which will support in attaining the competitive advantage from its rivals. Apart
from this, marketing communication includes various aspects such as advertising, sales
promotion, Events and experiences, Public relations and Publicity, Direct marketing, Interactive
marketing, Word of Mouth Marketing and Personal selling. All these are plays vital role in
communicating with customers in market place that directly contribute in increasing the
profitability level of the company. In context of British Airways, these elements can be
understood by following points: Advertising: It is one of the common element of marketing communication through
which company communicate with their customers and inform about their products and
services. Mainly, it is a paid method which used by British Airways to increase their
image through television, online websites, print media, radio and many more. With the
help of these sources, company easily influence their customers towards its products and
services and at the same time also established their positive brand image. One of the main
aim of using this method is to create awareness of the customers towards the company
and its services as well. This will increase overall sales of the organization at market
place. Sales promotion: It is also an effective and temporary activity which used by the
company with the aim of of boosting their sales and revenue as well. Mainly, it includes
various discounts, rebate programs, offers related with buy- one- get- one free, coupons
and many more (Tian, Sigamani and Malhotra, 2018). By this, company invite large
number of customers towards sits offerings. In addition of this, promotion help customers
to try new products and services with attractive offers. This type of promotion activity
not only increase the sales but also retain existing and new customers for longer period of
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time. This will directly contribute in increase the sales of the British Airways in market
place. Events and Experiences: This type of method is also effective for business organization
to communicate with their customers about their offerings with the aim of improving
their overall performance level. In context of this, British Airways sponsor the events like
sports, community events and many more with the aim of reinforce their brand image in
customers mind (Liu and Stening, 2016). This will directly contribute in enhancing long
term benefits for business within the market place. Public relations and publicity: It is also an effective element that help organization in
creating their brand image at market. In this company perform various social activities
such as donation for child education, organize blood donation camps and many more for
developing positive image and also enhance the public relations in market. Direct marketing: This type of element is related with developing positive image of the
company by communicating with existing and new customers. In this, British Airways
use various ways such as emails, mobile phones, fax and many more to communicate
directly with customers without involving third party. By this they can easily resolve
issues of the customers towards its offerings. Interactive Marketing: Now days this type of marketing communication tool gained
huge popularity wherein the customers can easily communicate with the company
through online platform and also can resolved their queries. In this, British Airways also
offer various websites to the customers in which they ask any kind of questions and at the
same time also get the answer. Word of Mount marketing: It is one of the important and widely used method which
help business organization to interact with their customers to influence them to buy its
products and services. In this customers are share their experience about the company
products with their friends and peers. Along with this, overall brand image of the
company is depend on the customers experience towards the company and what message
they convey to others (Blahová, Haghirian and Pálka, 2015). Thus, it is important for
British Airways to maintain their positive brand image at market so that number
customers get attracted towards its offerings.
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 Personal selling: It is one of the famous and traditional method of marketing
communication in which salesmen of the company communicate directly to the
customers and also inform them towards their services. It can be face to face, in writing,
through emails and text messages (Ma and Tsui, 2015). All these are most reliable ways
to communicate wherein company directly interact with their existing and new customers
to influence towards its offerings.
Influence and relevance of Marketing Communication Mix on the British Airways policies and
decision making
British Airways is famous and airline company in the UK and airline industry as well.
Company offer various services related with airlines to their customers on the basis of their
demands. Company has huge number of customers, suppliers which makes them popular in the
market place. The customers are the key point and determiners for success of an organisation
because they are turn market of any firm within a moment.
Customers influence - With the help of marketing communication mix method,
customers make their choice of selecting any airline company through which they can travel
from one place to another. They are mainly influence about company goodwill and reputation in
the large market place. The reputation of any company can hire large number of passengers
within some moment and most of the customers do that and that's why passengers are very
essential to British Airways and they are important influential to respective firm. The company
also develop their marketing strategies and policies which are helpful for their passengers who
are travel in their flights.
Employee's influence - Staff members are the strong internal factors which assist in
gaining success and growth to British Airways in large level and they are also considered as most
vital stakeholders of respective firm by affect on productivity and amount of distributing desired
goods of an organisation (Blahová, Haghirian and Pálka, 2015). They are mainly influence
company decision making and marketing strategies and various other things where firm require
to make employees satisfied for better employment. The company use communication mix
method which is directly influence staff members for take care of passengers who are travel in
the flight.
Use of Advertising - It is one of the best methods which can help in gaining attention of
customers towards organisation services and facilities. British Airways use advertising which
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includes other tools for promoting their services such as television, print media and radio and so
more. For marketing, advertisement of latest services is one of the best suitable methods which
are adopted by firm in better manner. The company develop effective policies and strategies
which help in attracting large number of clients towards British Airways services. In this,
advertisement technique is helpful in gaining attention of people (Ma and Tsui, 2015). If
company give proper knowledge about their services so this will directly influence passengers
decision making.
Direct marketing - In current time period, it is one of the best methods which can be
used by most of the companies in order to promote their services and facilities. It will assist in
promoting services of British Airways through social media, YouTube and so more. Direct
marketing is directly influences people decision making as well as company policies in effective
manner.
Critical evaluation about the effectiveness of the response of British Airways to Marketing
Communication Mix
Marketing communication is the promotional element of marketing mix which includes
product, price, place and promotion. There are various elements of marketing communication
that includes senders transmitting messages to receivers through social media. Most of the
business use communication method for interacting with their customers regarding specific
services and facilities of an organisation. With the help of advertising, British Airways can easily
gain attention of large number of customers towards services and facilities. It is that method
which helps in convincing and informing mass audience. It assists in reaching with consumers
and gain response regarding facilities which are offered to them. There are various other methods
which develop effectiveness in the context of British Airways for Marketing Communication
mix. They are use direct marketing where company communicate with their customers through
postal mail, emails and over telephone and discuss about their services or facilities (Goss, 2015).
It can be useful in analysing passengers demand and need and try to satisfy such requirements in
proper manner. On the other hand, public relation is indirect, unpaid method of communication
through which new outlets and other credible sources. It is that type of marketing communication
that need cooperation and new media channels. This is useful in developing strong relationship
with their passengers which make them happy and also satisfy with British Airways services.
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Some areas for improvement in the response of the organization
British Airways is one of the famous and largest airline company in UK provide airline
services to number of clients as per their requirements. the company has given great contribution
to every steps of United Kingdom and it is mainly contribute in economy of the nation. This is
mainly focus on social, political, technical and others and the company also helpful and obedient
to the UK government that create good and market worth promotion of them. British Airways
require focusing on their services which are offered by them to their passengers so they need to
make better improvement as per their requirements (Naumović, 2016). Along with this, they
need to hire more staff members who have excellent communication skill and they are handle
any country passengers who are travel in their flight.
CONCLUSION
From the above described report, it can be analysed that Business environment consider
as an internal and external factors that directly influence overall activities in positive and
negative manner. Primary external influences are those factors that affect an organisation
externally or from outside. These factors create impact on the business of British airways. There
are various external factors such as social, environmen6tal, political, economical and
technological and others create impact on the business of British airways. For all these factors
the company can use PESTLE analysis. Marketing communication is one of the important parts
of the company which help in communicating in market. Marketing communication play vital
role in exchanging the message with potential customers in market place and at the same time
also build positive relation with their target consumers. With the help of marketing
communication mix method, customers make their choice of selecting any airline company
through which they can travel from one place to another.
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REFERENCES
Books and journals
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Goss, D., 2015. Small Business and Society (Routledge Revivals). Routledge.
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Blahová, M., Haghirian, P. and Pálka, P., 2015. Major factors affecting contemporary Japanese
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