Contemporary Developments in Business and Management

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Contemporary
Development in
Business and
Management
Assessment

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
External factors influence over the company..............................................................................3
PESTLE Analysis........................................................................................................................4
Porter’s Five Force Model...........................................................................................................6
TASK 2............................................................................................................................................7
Marketing Communication Mix..................................................................................................7
Analyse relevance of chosen organisation and how it influence policies and decision making. 9
Critically evaluate effectiveness of organization’s response.....................................................10
Areas of improvement in response of the organisation.............................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Nowadays the interference of the external and internal business environment has a great
influence and a very important role success and growth of an organisation. The organisations can
influence the internal environment but it's very difficult for them to influence their external
environment mostly entities have to adjust and adapt according to the external factors and their
impacts on the operations, profits and ultimately success of an organisation. The contemporary
business environment of organisations is very fluctuating and drinking several challenges in front
of the company and in path of their growth. The report is developed on FedEx Corporation, an
American multinational delivery service company which was founded in 1971 and has its
presence all over the world including UK. It is one of the best and most profitable delivery
service organisation in the UK. The report is divided into two parts where it focuses over
external environment of the company which it is facing while flourishing in the UK. Along with
it the second part of the report it concentrate on the response FedEx give in relation with the
external factors and their influences over the business profitability and growth of Company.
Therefore first the external environment of FedEx in the UK is analysed and then in the next
section evaluation of the responses made by the company to the global factor is done.
TASK 1
External factors influence over the company.
The contemporary environment includes the external and internal factors available in business
environment that can affect the growth and success of an organisation. As said that the external
factors have a huge influence over the businesses. The contemporary business environment is
becoming extremely competitive and aggressively increasing the pressure over the organisations
and their operations (Clifford, 2018). FedEx is international organisation which has spice
headquarters located all over the world and its UK headquarters are in Brussels and Belgium.
The organisation includes FedEx services, FedEx Express, FedEx group and FedEx freight.
FedEx is the world’s one of the best delivery services organisation which is exposed to several
International markets and separate external environment existing in those marketplaces.
Therefore the external environment analysis of FedEx in the UK market is conducted with the
help of two models that are PESTLE analysis and Porter’s Five Force’s framework.

PESTLE Analysis
The PESTLE analysis is basically an acronym of the six elements of this framework that is
Political, Economic, Social, Technological, Legal and Environmental. This framework of
PESTLE analysis allow the organisation and the researcher to gain appropriate knowledge about
the external environment and influencing factors in the positive and negative manner for the
organisation (Gbadamosi, 2019). These factors are considered as different areas that can affect
the existence, operations, profitability and ultimately growth of the company. The PESTLE
analysis of FedEx in the UK market is as under.
 Political: The political factor and forces have grown increasing the in the recent past
years because now the government agencies and regulatory forces are playing more
active role in the regulation of businesses of their country and in a particular international
market (Grima and Thalassinos, 2018). The political factor has very great influence over
the operations and smooth functioning of the company like FedEx that is actually
exposed to several International significant physical environment of the particular
industry. FedEx is an international brand that operates across all over the world but US is
its home and domestic market. The UK market and the political forces are currently not
in favour of businesses due to the execution and outcomes of BREXIT. Recently the
BREXIT took place which has create a great deviation in UK's economy and resulted in
in uncertainty and instability of government. Therefore the current political environment
of the UK do not holds a very good impact on the business as it is suffering from its
internal incapability’s and complexities. In such conditions FedEx can be facing few
problems as it is international brand.
 Economical: One of the most influential external business environmental element is
economic forces holding a very critical and Central role in the succession of strategic
plans and objectives of an organisation. The economic condition of the UK markets is
currently unstable due to most the potential and harming factors that is BREXIT and
recently took place the outbreak of coronavirus or COVID-19. These are the two
elements that has extremely negative and hindering effects on the economy of UK due to
which operations of FedEx and its growth in the particular market is affected.
Coronavirus recently took place that had impacted the whole world and the different
economy is running in it. This implies the business of FedEx will be affected in not just

the UK market but also in other international markets to along with its domestic market
that is US.
 Social: The social element or forces focuses over the social image and the changing
trends taking place in the current business environment. Social factor considered as the
attitude assumptions, trends preferences and most importantly the consumers behaviour.
As discussed that in UK country BREXIT took place which change the social trend and
now the people of the UK are focusing more over the national brands and domestic
companies rather than International companies and their products (Myers, 2019). Along
with it the coronavirus also impacts the international business of different organisation
belonging to different industries along with delivery service industry in which FedEx
operates.
 Technological: The digital world or more specifically technology is evolving and
bringing revolutionary changes in the business practices and operations of organisations.
The technological factor is one of the potential factor that has the positive impact on the
business belonging to several industries and most concentrating over service industry to
which FedEx belongs. Technological factor imposes a positive impact on the operations
of FedEx in all International markets including the UK market. The organisation make
use of all the updated technologies in order to reach to the customers and to provide them
the best services by delivering the goods and keeping in touch with them before and after
the service is provided.
 Legal: The legal factor is somewhat similar to political factor but here the concentration
is over the specific laws and regulation developed by the government for smooth
functioning of their economy and all the businesses flourishing in the country (Newburry,
Liberman and de Miranda Oliveira, 2019). As political factor the legal factor also
imposes a moderately negative impact on the business of FedEx in the UK because
results being highlighted due to brexit and Coronavirus. The legal factor and the
regulatory laws are going to be more complex and unfavourable to International brands in
the UK as the country is focusing over enhancing their domestic companies along with
reducing International contacts and allowing any International visitor in the country for
the well-being and safety of their people.

 Environmental: The newest and the recent element added to the list of external
environmental factors affecting the business is of ecological balance and environment of
the world. The environmental factor focuses over the practices a particular business
undertakes while running their operations and different functions. FedEx is a service
oriented company which focuses over providing the best and the fastest delivery of the
goods to the people present in different corners (Temelkova, 2018). The company has a
positive impact of environmental factor on it because the practices it undertakes are eco-
friendly and part of their CSR which makes its business more profitable and trustworthy
by the people and more specifically by its customers.
Porter’s Five Force Model
The porter's five forces model has 5 elements concentrating on different segments in order to
know the competitiveness of the company in the respective industry amongst other competitors.
FedEx is an international brand and considered as the largest delivery service operator available
in the market of different International borders.
 Threat of new entrants: FedEx operates in in service sector organisation and its level is
huge. There was the threat of new entrants is moderate for the company because if any
new competitor enters the market they will be on a very small scale al-hind letting trust of
people which is a positive impact on the business of pets as it is a trusted brand
functioning from several years and established in multiple locations (James and et. al.,
2018).
 Bargaining power of Suppliers: The power supplier holds over FedEx is low as the
policy of company is to purchase its transportation vehicles in bulk from one company
rather than moving to separate suppliers.
 Bargaining power of Buyers: The buyers and their powers over organisation is relative
low because it is a service sector organisation which has specific strategies and plans
according to which it operates joining use power and control over its operations.
 Threat of Substitute: The threat of substitute goods irrelevant and comparatively low
because FedEx is a service oriented organisation that specifically works for the people
where it it delivers the goods and parcels of individuals from one location to another either
domestic or International according to the needs and specification provided to it.

Therefore the threat of substitute is Because every service organisation operate separately
and in their unique way rather than comparing for connecting with others.
 Competitive Rivalry: The competitive rivalry refers to the existing competitors of the
organisation in the marketplace. the existing competitors have moderate power over
FedEx because it is not just a single delivery service provider in the world that is operating
internationally. Therefore the competitors also aggressively works with the motive of
improving their business and their profitability and leaving their competitors behind.
TASK 2
Marketing Communication Mix
It refers to that method which is used to promote the products and services to the
company in front of the targeted customers. In every organisation whole task can be evolved
around the marketing communication mix term. It is also referred to as the promotion mix that is
used by the business enterprise to communicate with their targeted customers and enhance their
sales and profits that helps ion longer sustainability in the market place. It also helps in
communicate with investors, clients, stakeholders and the other prospects. Effective use of this
tool helps in increasing the revenues of the firm. And also enhance the market share. It includes
various elements of the marketing communication mix on which all the activities of the company
can be depends such as advertising, sales promotion, personal selling, public relation, events,
sponsorship and the direct marketing. In context of the FedEx this communication mix is very
essential without it no business transaction can be done in the company. This organisation is
known for delivery or shipping of goods and services from place to another. For this
communication is must, without it they cannot deliver the product on right place and on real
time. This is very essential to enhance the goodwill and market growth of the organisation. It
includes several of types of marketing communication mix elements in reference of the FedEx
that can be shown below(Renwick and et. al., 2016).
 Personal Selling- It refers to that marketing communication mix in which a team of the
firm is directly connected with the customers as they deliver the products and services to
their targeted customers as one to one setting. It helps in maintaining the relation between
the customers and the company in an effective way. It is a very easy path to grab the
customer by delivering the goods on time and with safety.

 Direct marketing- It refers to that business in which concerned firm is sell their products
directly to the public who buy this. it is the promotional tool that involves the information
and present to the people about the company. It is a targeted message that is convey to the
narrow base of the users or the list of the prospects. In this FedEx can use e-mails,
newsletters, telephones etc . to convey their message to the potential customers.
 Sales promotion – It de3fines as a short term increments that a firm offers to their
customers in relating goods and services they offered. It is an effective tool to attracts the
large customer base. In this if the customer is regular they want to offer some discounts
or coupon so that they retain with the venture for a long time(Zin and Ibrahim 2020).
 Public relations- It simple defines the relations that helps the business to cultivate the
goodwill of the firm in front of the public eyes by using various paid and unpaid
communications. It includes various of media like social media, in-person engagements,
traditional media. This media also helps in crises to defend their positions in the large
customer’s base.
 Sponsorship- It is one of the important toll of the marketing communication mix and it
also called the modern way of interact with the customers that helps in attracting large
customer base. This tool is used by the respected by enhancing their marketing image and
build a strong relation with their customers and achieve the marketing goal that a firm
can be seen and make. In this FedEx commits to sponsor UEFA that is Europe league in
their three seasons that helps in covering the large customer base and encore them to use
their courier services.
 Advertising – It refers to the any paid form of promoting the goods and services by using
the identify sponsor. In this a concerned firm can advertise their services and products by
using various methods like radio, magazines, television, social media, billboards,
newspaper etc. all this is very helpful to attracts the large customer base and also helps in
taking the important decisions making. It is an effective way to cover large number of
audience but at the same time it is very expensive way as compare to other form of
marketing communication mix(Hammer,2015).
Analyse relevance of chosen organisation and how it influence policies and decision making
Marketing communication mix is an important elements that helps the FedEx to enhance their
performance and revenues of the company as this communication tool also influence the policies

and the decision making so that so that they achieve all the task on the appropriate manner. This
is very helpful in educate, inform, attract and appraise the consumers in a direct and indirect
way. This marketing communication represents as a voice of the organizations in front of the
customers and this helps in building the relations with the public)(Liu, Kianto and Tsui, 2020).
Marketing communication helps the FedEx to make a proper decisions relating to the product,
price, place, promotion and various other elements of the marketing mix. In this company can
decide the various elements to attract the audience by recommending the best services to them or
in a timely manner. Good communication helps in positive effectiveness of the customer buying
decisions of the services. Here personal selling policy is the best technique that is used by the
FedEx to maintain the relation with the customers.
The main purpose of the marketing communication mix is to deliver the valued things to the
customers and maintains the total customer value by effectively connected with them. This helps
the company to take further expansion decision as per the customer demands. To achieve the
advantage of the customer loyalty firm must focus on the improving and innovation the skills in
the communication by using various other tools as per the needs. For FedEx customer value is
more important and due to this they timely deliver the products and in a safe manner on a right
location for that they need a proper communication with the customers and the firm. In this
information is transfer between suppliers, customers and clients and in this they timely upgrade
and update the theory and enhanced their abilities(Granz, Henn and Lutz, 2020).
Using the diversify communication can helps in making the strong relation with the internal and
external audience like employees, clients, customers and the investors. This helps in making the
appropriate decisions regarding the achievement of the objectives. Now company mainly
focusing on the modern and trending methods like sponsorship and advertising that helps in
enhancing the customer base and also the goodwill of the firm. Business venture can make
decisions so that they make healthy relation with the customers and in this they could chose the
public relation and the sponsorship policies. These two policies help in deciding the best for the
company.
Critically evaluate effectiveness of organization’s response
FedEx is always working for satisfying their customer needs and enhancing their strength by
using effective communication and delivering processes to the customers they need to help in
minimizing the threat and weaknesses of the company. This firm is generally deals in providing

the transportation of good and services and parcels the offerings from place to another. In this
they use effective communication. But in past years company use traditional way to promote
their services and connected to the customers this will enhance the profits at that time as the time
passes people are more trending because of this they need to choose modern way of
communication and committed to use the appraise transferring of information to both internal
and external peoples(van der Aalst, 2015).
Now company use to raising the awareness programs to enhance their reach and establishes their
business in many more countries. Previously their sales executives are not much effective as they
cannot deal in an appropriate manner as they hire a employees not knowing their knowledge
about the local market. But now they majorly focus on the sales departments to increase their
RFPs for the targeted business. To promote all the employees within the company they could
chose the official intranet and FedEx blog so that all the members are connected with teach other
and decisions can be transfer in a effective way so that task can be done properly and in an
appropriate manner. In a trending world it is very important to appraise all the staff members and
communicate with them so that they feel comfortable in the company for this manager of the
company can organize the town hall where all the departments are involves and share their
photos, meeting to create a new opportunities that will helps in taking the decisions about to
embracing the customers towards the organisation. Company could use diversify network to
empower the staff member who can volunteer the company on a big and trending platform where
large number of people are gathered such as Face book, You-Tube, Snap chat etc. To effectively
communicate with the public organisation use advanced technology so that they can enhance
their customer service criteria.
Areas of improvement in response of the organisation
For betterment of the company it is very important to improve the service of the firm that they
offered to their customers in the various countries. In this they need to more employees who can
manage and maintain the various activities as per the nation culture and atmosphere demanded.
At this time they hire a local candidates who have full knowledge of the market so that they can
deliver the products on time and in a safe manner. At this time they can launch and operate a
local number and customer care centers in every country where they deal so that the customers
dopes not feel that they dealing with the international company. This helps in enhancing the

revenues and profits in the company and also helps in longer sustainability of the
firm(Wittenzellner and Teske, 2018).
In this FedEx can also improve their communication methods by using advanced technologies to
transfer the set of rules, guidelines and various other things so that they manage their internal
strength and strategies for earning higher profit purpose. In this they can modify their parcel
sorting activities and managing customer information by communicating on a regular basis. It
helps in retaining the customer for the longer time and also reduces the cost of improving the
services becausee3 they earn high returns(Mozammel, 2019).
In this FedEx can improve its delivering setting as they currently deal with some e-commerce
companies and in limited countries but they now focus on other online companies to improve
their existence in all over the world that would helps in increasing the profits and growth of the
firm. It also helps in making the organisation more globally and re3cognise in whole
universe(Child, 2015).
They also communicate personally by using feedback to their customers clients so that by using
social media and personally contact them so that they increase their respect with all the firms and
customers and retain them for the longer time. They communicate with their customers by using
their language and culture, so that they feel safe in using these services(Davidsson, 2016).
To improve the packaging system of the product firm could use the eco-friendly packaging and
in this they clearly communicate with the experts so that they give the proper advice about using
this and in this manager of the company can take initiative to aware the customer about the
packaging by using advertising method and in this social media tool where they effectively
presents their services that will attracts the customers and they feel comfortable in dealing with
the company. To stay in the market company generally focus on the effective using of tools and
developing their innovative techniques so that they can deliver the products on a proper
locations. For this they need fast tracker that track the employees’ areas and give them proper
sign to deliver the products on the right location. Because of this customer can relay on their
services when they get the timely parcel and in a safe manner.
CONCLUSION
The report concludes that the business and contemporary development is affected by the external
and internal factors how to bridge the influential business environmental factors polls the
ultimate outcomes for the organisation. The report focuses over the external environment of the

company with the help of PESTLE and Porter’s five forces model identifying that the political
economic and legal factor can negatively affect the operations of the entity in the UK. But the
competitiveness of the organisation is high which help them to respond in the most potential and
beneficial ways to the global external forces bringing better results towards it and focusing over
the growth and success.

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