Report on Integration of Business Function

INTEGRATION OF
BUSINESS FUNCTIONS
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
Tracing the changes which have mould tactical direction of British Petroleum....................4
Applying concept and theories...............................................................................................5
Role of business functions in the success of British Petroleum...........................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13
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ILLUSTRATION INDEX
Illustration 1: STEEP model............................................................................................................6
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INTRODUCTION
Business integration is the process of connecting different functions of a company and
together they effectively contribute towards achieving its goals and objectives (Business
integration, 2016). Success of any organization totally depends on business integration that
whether its departments are appropriately working together or not. In case if departments which
are operating in a firm do not work together then in this situation, tactical goal which
management has framed will not be met in an effectual way. For the present report, British
Petroleum is taken into consideration. It is a famous oil and gas company which has headquarter
in London, UK. Here, the study will give description regarding changes which have incurred
within the company. It will also provide explanation regarding the role which different business
functions play in the success of enterprise.
Tracing the changes which have mould tactical direction of British Petroleum
A drastic incident which had taken place in company has totally changed its tactical
direction. The year 2010 was proved as very bad for the company. It was the case of April 20,
2010 when an incident of oil spill happened. Here, while exploring and sinking oil from deep
water horizon, oil of firm spilled over the floor of sea. Due to this incident, eleven people went
missing and they are never found at present also. In the history of British Petroleum, it is
regarded as one of the biggest accidents. This occurrence has caused huge damage on brand
name of the company (Where to for the BP Brand?, 2016). Furthermore, because of this
accident, company had faced many criticisms from the side of its stakeholders. In addition to
this, stakeholders of the firm are boycotting the brand name of the company. Due to this, British
Petroleum has incurred huge loss. Hence, it is correct to say that the incident has generated huge
impact on business of the organization.
By considering the above occurrence, manager of the firm has decided to change its
tactical direction. Herein, they had made decision to reposition the brand name of company in
the mind of its stakeholders (Rothaermel, 2015). In this regard, organization has changed its
logo, image and name etc. However, business has transformed its image from oil fashioned oil
group to environmentally aware energy company. Thus, through repositioning, manager of the
firm is focusing to transform itself as a business which takes all sorts of measures towards
protection of natural environment of the country.
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