Contemporary Developments in Business and Management

Contemporary
developments in
business and
management

Table of Contents
Executive summary .........................................................................................................................3
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
External factors influence on the organisation ......................................................................4
PESTLE Analysis...................................................................................................................4
Porter's five forces model ......................................................................................................6
TASK 2............................................................................................................................................8
Marketing communication mix .............................................................................................8
Analyse relevance marketing communication tool of International Airlines Group and how it
influences policies and decision making .............................................................................11
Critically evaluate effectiveness of organisation response .................................................11
Areas of improvement in response of an organisation ........................................................12
CONCLUSION .............................................................................................................................13
REFERENCES .............................................................................................................................14
Appendix .......................................................................................................................................16

Executive summary
This project is related to the evaluation of the contemporary developments in the business
and the management. It is based on the International airlines group company that is the largest
airline company in the UK. This study helps in analysing the external and internal factors that
will impacted the business and its operations. For this it involves the PESTLE analysis and
Porters five forces that helps in gaining the competitive advantage within the rival market so that
firm will earn higher profits and revenues. Further marketing communication mix helps in
attaining the goals and objectives because it is an effective tool in today's business environment
for taking appropriate decisions regarding profit earning and enhancing the market growth.
INTRODUCTION
In today's world involvement of external and internal factors of business environment
place an major impact on the growth and success of the company. A business enterprise may
easily examine the internal factors but for companies identifying the external environment is
complex. As it covers the vast areas and also place a reason for earning higher profits and growth
as it is also impacted the operations of the business enterprises. This report is based on
contemporary development in business and management which is based on business
environment. It represents the fluctuating nature that will create major challenge for the
organisation in their success and longer sustainability in the marketplace. This project report is
represented the International Airlines Group that is the largest Anglo- Spanish airline holding
company that registered office is place in Madrid, Spain with the headquartered in London ,
England. They work with their subsidiaries firms like British Airways, Aer Lingus, IAG cargo,
Avios Group etc. It provided the varieties of services like Airline service, Air Frieght services,
and the passenger air transport services with a annual revenues of € 25.506 billion. In the
company around 64,734 employees are working in all over the world. It is bifurcate into the two
aspects in this they focus on the external environment of the firm for gaining profits in the
country like UK. And secondly it shows the relation with extrinsic factors so that they get more
profits and revenues with longer sustainability in the marketplace(Renwick and et. al., 2016).

Illustration 1: source: International Airlines Group, 2020
TASK 1
External factors influence on the organisation
Business environment is the contemporary approaches that involves the intrinsic and
extrinsic factors which affected the revenues and growth of the business enterprise. In every
organisation the influence of macro factor is major on the operations of the company. In business
world external contemporary environment is very competitive. Due to this they create more
pressure on the firms in gaining the higher profits with optimum utilisation of resources.
International Airline group is the largest company that was founded in 2011 on 21 January with
their registered headquartered in Spain and Madrid and Head office in London, England. It offers
the varieties of services like Passenger air transport service, Air freight services, Airline services
etc. for enhancing the profits and revenues of the company manager can adopts the use of
PESTLE and Porters five forces model that helps in capturing more opportunities and gaining the
competitive advantage in the competitive business world. These factors can be shown
below(Virigineni and Rao, 2017).
PESTLE Analysis
This factor is based on the six framework that reflects the major impact on the business
enterprise and its operations. In context of International Airline Group this six factors can be
shown below. On the basis of this factor organisation can do major changes that helps in gaining
high market share.