Evaluation of BT Group in the Global Business Environment

This assignment evaluates the BT Group in the global business environment through a SWOT analysis and examines the operational impact on the company's growth. It discusses the strengths, weaknesses, opportunities, and threats of the company, as well as the impact on functional areas such as human resource management and marketing management. The assignment concludes by emphasizing the importance of analyzing the global business environment for business operations.

Global Business
Environment

Executive summary
In this assignment the evaluation of the BT group company are analysis in the context
of the global business environment. For this the external and internal factor environment with
reference to the swot analysis is indicating. These swot analysis help the company to know
about the factors of the macro environment of the company. and company’s operational
department evaluate the way to the growth of the company with the help of swot analysis.

Table of Contents
Executive summary....................................................................................................................2
INTRODUCTION......................................................................................................................4
PART 2.......................................................................................................................................4
SWOT analysis.......................................................................................................................4
PART3........................................................................................................................................5
Operational impact analysis...................................................................................................5
CONCLUSION..........................................................................................................................6
REFERENCES...........................................................................................................................7

INTRODUCTION
Global business environment is the environment of the different sovereign countries
with all the factors which can affect the home country industry. Also these environment can
affect their decision making regarding the use of their resources, capabilities and policy
within the organisation. For this assignment the chosen company is BT group, a British
multinational telecommunication company (Sinha, 2020). Founded in 1846, headquarter in
London, United Kingdom. It is the largest telecommunication industry as they are serving
more than 180 country’s customers. In the assignment the considering parts are; analysis of
the business firm environment and government impact on the structure of the company by
doing swot analysis. And in last elaborate the changing business environment within the
company.
PART 2
SWOT analysis
The swot analysis of the BT group, gives the impact of the internal factors by strength
and weakness. Whereas the opportunities and threats reflect the external factor analysis of the
company.
Strength: The biggest strength of the company is their position in the domestic
market as well as in the international markets. With the wide product range and extra services
they make the strong position in the UK market and provide the tough competition to their
other competitors. Over the 180 countries they make their happy and satisfied customers
portfolio. Also they have the healthy and stable balance sheet which show the continuous
growth of the firm in the market. Over 90,000 employees are serving to the customers and
complete their queries and complaint.
Weakness: BT group’s biggest weakness is they make their share in only UK market
and earning revenue from them only. Also they have the over stretched business portfolio
only in the one single market which increase their revenue only not the image of the brand in
the international markets (Chen and Siau, 2020). Furthermore separation from open reach
make the loss of branding and increase the expense in the balance sheet of the company. In
last their large amount of pension deficit will also impact the company’s image and increase
the employee turnover ratio.

Opportunities: They can growth in the telecommunication by enlarging the market
area in all over the world. As the increasing demand of 5G networks they can development
the 5G network with the companies like Nokia and Huawei. Also they can make the contracts
from the other countries company to work more effectively and earn the revenue. All this
work can gives the positive effect on the globalisation and increase the demand of the
customers. Launching new products and services in the market can also help in capturing the
market share.
Threats: Intense competition in the market of telecommunication is the biggest threat
to the company in term of external factors (Liguori and Pittz, 2020). For this company reduce
their price which decrease the revenue of the company. And the profitability is decrease due
to the major impact of brexit and the more devaluation of the British pound in the market.
Also the pressure of the government regulation and license of the different countries impact
the policies and practice of the company.
PART3
Operational impact analysis
After analysing the swot it is important to check the impact of these key drivers on the
company’s internal decisions and other functional areas such as marketing, HRM, operations,
finance and many more. These functional area are work in the company but their decisions
and work is all is depend on the external as well as internal factor of the organisation. So to
analysing the impact swot and pestle is needed. These factors check the external environment
of the company and after analysis the internal environment make the decision which are help
in growth of the company.
Human resource management: In the BT groups, human resource management is
the one of the important functional group. As they are concerned with the marinating the
human work force in the company. They are also known as the man management, as all the
work related to the employees are done by the department. In the company their main task is
to conducting the interview and select the candidate which is needed in the company at the
right time. Also after selection the employee satisfaction is the concern of this functional
group. The strength of the company may impact the work of group as wider network may
come with difficulty in the human resource team to allot the new employee and manage the
workers at the large number (Asongu, Amavilah and Andres, 2020). But the diversifying and

supporting culture also help them to work like a team. The main objective is to create and
promote the team spirit in between the manager and workers.
Marketing management: Philip Kotler, gives their view on the marketing functional
group of the company, by managerial process, which create the management in the
employees and customers about what they need and demanded. In the BT group, marketing
management is play the crucial role as they are the one who directly connect with the
customers. And they are completing their need and demand by ordering to other department.
Marketing department deal with the sales and customers review department so the external
factors like government laws, policies impact the work culture of this group within the
company (Di and et.al., 2020). They make the bridging the gap in between the demand and
supply. Marketing department deal with the market segments, product and price decision,
marketing research, marketing mix, international marketing and many more responsibilities.
They are the main functional group of the company which effect the sale and profit volume of
the company.
CONCLUSION
From the above report it is concluded that global business operations is the important
aspect for any business evaluation and analysis. This provide the significant way to analysing
the external and internal market environment which may or may not give the impact on the
company’s internal decision and to make the planning for run the business in the home
country and other international market. After analysing the swot of the company they will
get to know about the situation of the company. Swot analysis help the company’s
operational impact analysis which show the drivers of the company which gives the
departments a way to growth.

REFERENCES
Books and Journals
Asongu, S.A., Amavilah, V.H. and Andres, A.R., 2020. Business dynamics, knowledge
economy, and the economic performance of African countries. Information
Development. 36(1). pp.128-152.
Chen, X. and Siau, K., 2020. Business analytics/business intelligence and IT infrastructure:
impact on organizational agility. Journal of Organizational and End User
Computing (JOEUC). 32(4). pp.138-161.
Di Vaio, A. and et.al., 2020. Artificial intelligence and business models in the sustainable
development goals perspective: A systematic literature review. Journal of Business
Research. 121. pp.283-314.
Liguori, E.W. and Pittz, T.G., 2020. Strategies for small business: Surviving and thriving in
the era of COVID-19. Journal of the International Council for Small Business. 1(2).
pp.106-110.
Sinha, V.C., 2020. Business environment. SBPD Publishing House.