International Letters of Social and Humanistic Sciences

Running head: FOUNDATION OF BUSINESS COMMUNICATION
FOUNDATION OF BUSINESS COMMUNICATION
Name of the Student
Name of the University
Author Note

Running head: FOUNDATION OF BUSINESS COMMUNICATION
Table of Contents
Section A.........................................................................................................................................3
Introduction......................................................................................................................................3
Introduction/summary of the assignment brief and task..................................................................3
Explanation of a sustainable approach to business strategy and management – evidence by
examples of strategies that businesses use to operate in an ethical and sustainable way................4
SWOT analysis................................................................................................................................6
Porters Five Forces Analysis...........................................................................................................8
To evidence and analyze the different approaches to CSR of Micro, SME and Corporate
Business, are their approaches similar? Are there differences and how can you measure success
in their CSR strategies?.................................................................................................................11
References......................................................................................................................................13
Section B- Reflection.....................................................................................................................15
References......................................................................................................................................19

Running head: FOUNDATION OF BUSINESS COMMUNICATION
Section A
Introduction
Sustainable management constitutes of operating a business on three primary grounds,
and they are people, environment and profit. Many companies are involving CSR strategies to
gain sustainability as well as acquire profit. The report will explain the initiatives taken by the
company Ryan air to create sustainability and analyze ways to sustain in the competitive market.
The use of various tools will be exemplified in the report, such as SWOT analysis, porters five
forces model to understand their sustainable approach making the company sustainable and
operate in an ethical process.
Ryanair is an Irish budget airline which was founded in the year 1984, and it's
headquartered is in Swords, Dublin. Ryanair is a part of the largest family of Ryanair holdings
and its airline services which also operates in the U.K. (Ryanair.com. 2020). The present CEO of
the company is Michael O'Leary. Based on this company, understanding of sustainable approach
in managing a business will be analyzed. The study will also explore the company's strategic
planning and the methods they apply to maintain corporate social responsibility (CSR).
Introduction/summary of the assignment brief and task
In today's competitive market arena, sustainable development is a key to success and
profitability. Considering the current condition, it can be stated that for better development of
sustainable initiatives that are primarily considered every organization and it is the crucial thing
to make sure that the companies are analyzing where internal capability and external
opportunities are present simultaneously. There have been much development approaches

Running head: FOUNDATION OF BUSINESS COMMUNICATION
considered by different companies to make sure that their sustainability goal is being achieved in
the given timeline. Still, many organizations have failed to attain that state in the given
timeframe. In the following section a theoretical discussion will be on the competitive
advantages that can be gained by Ryan air to have an upper hand on the competitors in the
market. To analyze the CSR challenges and maintain sustainable development, some theories
will be considered, and in accordance with them, appropriate approaches will be made.
Explanation of a sustainable approach to business strategy and management – evidence by
examples of strategies that businesses use to operate in an ethical and sustainable way
The process of gaining competitive advantage need a proper infrastructure to be
incorporated in the workplace environment. Implementing proper infrastructure operations can
identify the opportunities and threats that need to be developed incorporated, uncontrolled to
chalk out sustainable strategies to become more sustainable and competitive in the cutthroat
competition. According to Borbély (2016), Sustainable development is an ethical standard which
must be incorporated in every company. According to Brundtland Commission, the concept of
sustainable development should be made more tangible I.T. companies can identify their CSR
challenges and organize activities, which create growth process and societal development
(Wackernagel Hanscom and Lin 2017). This is a crucial thing in sustainable development as it
portrays the company's responsibility towards the uplifting of society. The contribution to
civilization should be made by eliminating the adverse effects of business, like decreasing carbon
emissions, industrial wastes, stopping usage of plastics etc. Many companies in order to improve
their CSR activities have adopted these type of initiatives. Companies should analyze ways of
linking responsibility with opportunities so that they can contribute to the society as well as trade