Contemporary Developments in Business and Management Assessment

This report discusses the primary external influences on a telecommunication company and the importance of each. It also evaluates the effectiveness of the organization's marketing communication mix and its impact on policies and decision making.

Contemporary
Developments in
Business and
management Assessment

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
Primary external influences and importance of each to the organisation ...................................1
Task 2...............................................................................................................................................4
i) Marketing mix communication influences policies and decision making in Three
telecommunication company.......................................................................................................4
Marketing communication mix ...................................................................................................4
ii) Critical evaluation of effectiveness of organisation's response...............................................6
iii)Some areas for improving the response of business organisation .........................................7
CONCLUSION................................................................................................................................7
REFERENCE ..................................................................................................................................9

INTRODUCTION
Contemporary business is related to present time period business which is run by
management in order to attain the organisational goals. Business industries are covered from
internal and external factors which has impacted on business. It is important for business
corporation to follow all rules and regulation which is connected to business activities in order to
make profits. There are many factors such as political, economical, social, technological, legal
and environmental which occurs in business activities (Yaro, 2018). To understand about
development Three. co. uk has been selected that is mobile telecommunication and Broad band
access organisation provides different types of services to customers. This report is divided in to
two task, first covers external factors which influences organisation and next task is influence of
policies and decision making in selected organisation (About Three UK, 2019).
Task 1
Primary external influences and importance of each to the organisation
External influences means in business environment there are many factors which is
important to follow by organisation in order to know their impacts. For instance, Three is a
telecommunication company that provides communication and internet services to people which
helps to make easy process or communication. During running a business it faces different types
of problems by following some factors that is defined by PESTLE analysis which is defined as:
PEST - PEST stands for political, economic, social and technological, factors. It is a
strategic tool use to analyse the effect of external factors on the macro environment of the
organisation. In the context of Three UK company, PEST has various affect on the
telecommunication industry.
Political Factors: These factors includes the impacts of the changes of government
policies, imposing new taxes and duties tax and various foreign policies which may impact on
Three company in various ways which are disused as follows:
Positive impact - UK government has very stable polices for various departments, which
leads for smooth functioning of companies. All the legal activities are performed according to
the set standards and are completed on time. These policies are so reformed in nature that helps
companies to perform well in its activities. It also helps in attracting new customer and
reattaining its existing customers (Rosa, Sukoharsono and Saraswati, 2019).
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Negative impact - When the government increases the tax rates,then the companies has to
pay higher taxes which reduce the profits of the company. These changes has the negative
impacts on the growth of the companies. With the changes in the tax they have to reform their
activities to achieve the set targets on time. This reduce the profits of the company for certain
period of time.
Importance – The political factors is important for the companies so that they perform
according to the rules and regulation of the government. This helps companies to increase their
efficiency in the production. These factors provide a guidelines for the companies to executive
its process in better ways (Zhang and Ma, 2019).
Economic factors: The UK companies has a strong economic position in relation to
other countries. It has a diverse economy and high gross domestic product as compared to other
companies. these economic factors helps in achieving more profits in the long run. They helps in
increasing the production of the companies by providing good quality of raw material and
various platform to launch its product and services.
Positive impact - Companies has greater foreign direct investment which helps in
increasing the productivity of the company. It has a diversified economy for the public and
private sectors so that they can increase the production and reach out to larger customer in
number (Boone and et. al., 2019).
Negative impact - Due to economic recession in 2008 and 2009, lots of money is spend
on providing the public services and financial aid to the customers. Sometimes customer has to
faces difficult in connecting the network. The server of the companies are down for numbers of
hours. Customer face problems with low levels of services provided by the companies.
Importance – The importance of the economic factors is that companies changes its
policies to prevents itself from the changes in the economic. If Inflation rate are high then
customer reduces their purchasing power in the market. These factors provide companies to take
precaution in forming such policies so that they remain less effected of changes in the economic
(Baboshkina, Savina and Morozov, 2018).
Social factors: The social culture and the way of doing things has huge impact on the
organisation. Sharing the beliefs has a great impact on the customer about the organisation. The
Three company has a high social standards, which attract more customer in long run.
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Positive impact - It has a population around 64.1 million, which means it can attract
more customer by providing high standards in the market. Word of mouth advertisement play
important roles in attracting and maintaing the customer for the company. The good quality of
standards helps in making customer satisfied and retaining such customer for longer period of
time by maintaing status and living arrange (Teymoori, 2018).
Negative impact - Peoples with the high incomes and standards, switch to another
companies which provide good quality of product and services. Some customer like to go with
trends in the market so they changes companies so quickly. Customer having good amount of
cash, changes their mind frequently to another companies for better services. their are different
culture background of the customer so it become difficult for the companies to satisfied to
customer.
Importance – The social factors are important to know its customer better. The customer
who are from different counties, have different beliefs and demands. These factors provide
information about the customer needs and wants. Companies makes products according to needs
of customer (Kipöz and Atalay, 2019).
Technological factors: over the years industry is transforming very fast. Various new
companies are establishing their business in the market. New technologies are coming up in the
companies to increase the production and to be more efficient in the services. The Three
company adopted new technologies to enhance its productivity. This helps companies to attract
new customer and gain the trust in the market.
Positive Impacts - The Three company has good quality of technologies in the market.
Customer trust this company in providing its services over the varies period of time. It provide
various offers to customer by enhancing the technology. It helps in providing goods connectivity
with the people. Customer likes to explore the new technology in the market. this helps
organisation to reach more customer with the use of such technologies. Customer also enjoys the
new technologies and like to explore various areas of such technologies.
Negativity impacts - With the changing technology in the market, it become more
difficult for companies to cope up with the new technologies. Companies has to invest lot of
money for new technologies and required lot of times of the employees to learn its changes in the
organisation. It is difficult for companies to adopted to new technology because it incurred lot of
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money and time of the companies to make best use of the available resources (Swaramarinda,
2018).
Importance – The technologies factor are important for the companies. It makes use of
the new technologies to increase the production and attract new customer and retain the existing
customer. The new technology provide better efficiency for the companies by making best use
of available resources. It provide customer to use new technologies and reach what they want in
the market.
Task 2
i) Marketing mix communication influences policies and decision making in Three
telecommunication company
Marketing communication mix
Marketing communication is the way of informing and providing information to people
in order to sale their products and services. If any new products and services are going to be
launch by organisation then there is need to have good marketing activities which helps to
increase the sale and profitability (Murti, 2019). Communication refers as relationship between
customers and managers who helps to maintain the business performance effectively. Marketing
communication mix is the combination of different components which are used to develop a
business and keep it growing. This is adopted by business organisation to convey the messages
about products and brands they sell directly and indirectly to customers. The main is to increase
the production level as well as profitability by understanding and providing better quality of
products and services. Three company who has headquarter in UK providing different types of
products and services are using marketing mix components in order to provide new information
and attracts customers in order to make profits. It uses different types of components to increase
the sale and providing information that influences policies and decision making in organisation,
that are as explained:
Advertising – This is indirect and paid method of communication that is used by
organisation to inform the customers about their products and services. Customers get interact by
this method which helps top make the buying decision. This involves television, print media,
social medial, online websites etc. which is used to inform people. Three company is
telecommunication organisation that uses such sources to inform the people about its new
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services which is brings in market in order to attracts customers. It is consider as one of the most
widely used method of communication mix which provides complete information about firm's
products and services(Different components of marketing communication mix, 2019).
Personal selling – It is consider as traditional method of marketing communication
where salesmen approach directly customers and provide information about products and
services. This is most reliable mode of communication as it deliver messages orally and directly
face to face. In context to Three company managers can used such method to provide the
information through face to face and direct communication where customer can put query and
get instant answers while purchasing products.
Direct marketing – This means selling of products with intent of technology which
helps to sale the products and services accordingly. This is reliable and economic method that
attracts people and set their mind to buy products. To sale the products and internet service Three
telecommunication company uses emails, fax, mobile phones etc. to communicate directly with
prospective customers that helps to increase the sale of business organisation.
Sales promotion – This means several short term incentives which is used to persuade
people for purchasing goods and services. This method help organisation to retain the existing
customers and add new one in order to increase productivity and profitability. Three company is
using different types of sales promotional activities to retain and add new customers through
rebates, discount, paybacks, coupons and others which increase number of customers and
business performance (Wijayanto and Haryono, 2018).
Public relation and Publicity – Business organisation perform different types of social
activities for creating positive brand image in market that helps to sale the products and services
effectively. Such as some organisation are contributing in public conveniences, donation of some
portion in child education and health care, running blood donation camps and others which helps
to enhance the public relation of organisation.
Word of mouth – This is another way of marketing communication where people get
attracts and make decision to purchase. In this method experience is shared by customers with
others such as peers, friends and family which they have bought that helps to increase the
productivity of organisation. It is crucial method for business organisation as it depends on what
customer feel about single product and service and convey the message that helps to purchase
goods and services. In context to Three company, customers have option to select the company
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in order to buy products and services effectively. Three telecommunication company is
providing better quality of services to its customers and they refers to their relatives and family
in order to increase the sale of business organisation (Giddy and Webb, 2018).
Interactive marketing – This tool is used to attracts people by gaining popularity
through interaction with firms and customers. For instance, Three telecommunication is using
interactive marketing by operating different websites and platforms which helps customers to ask
questions and get answers online. If customers are having any problems then they get answer
from customer support services which helps to select the best services.
Therefore, marketing communication mix is consider as different tool which are adopted
by Three telecommunication company in order to inform, persuade and retain customers for long
period of time. By using all ways such organisation can increase sale of business organisation
and make higher profits. Such methods are influences policies and decision making as if ant
new services and product is introduced by management then there is need to follow new policies
to attract people and make decision according which helps to increase the sale and profitability
of business organisation effectively.
ii) Critical evaluation of effectiveness of organisation's response
This analysis states that marketing communication mix is a collection of different factors
which affects the business organisation and increase sale of products and services. To run a
business successfully there is need to have good policies, methods and strategies which can
attracts people and make buying decision. If any changes brought by management in existing
products then also need to provide information. So, company are having different options to use
optimum method or sources to provide information to people and increase productivity. If
organisation bring changes in their services and process which effects on organisational
performance or response as positively. For example, Three telecommunication company is
introducing fast and high GB internet services to its customers which responds positively as
customers will select this organisation and start to buy from this, increases organisational
productivity and profitability. Moreover, selected company uses advertisement, word of mouth,
sale promotion and online marketing components to attracts the new customers and retain
existing one in order to increase brand image and market share effectively. By using all resources
organisation can maintain the high profits by improving the performance and productivity. For
example, Three company has move from traditional method to modern communication method
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as initially it used direct selling, personal selling and public relation to sale its products and
services where it interact with people by understanding their problems and make efforts to
provide solution which has taken the more time and cost. While moving in to modern method
such as advertising, interactive marketing, sales promotion and word of mouth which responds
good and positively. As resulting business activities, productivity, customers and profitability of
organisation has increases by adopting modern communication channel which helps to attracts
customers more and increases selling activities effectively (Ngaliman, 2018).
Sometimes it responds negatively as strategies and policies are formulated by managers
which are not implementing properly which impacts negatively on business organisation. This
may reduce the productivity and profitability of business organisation if organisation do not
using it properly. To move from traditional to modern method it faced some challenges which
has impacted on business negatively. Such as to use new communication method which is
modern way organisation need to focus on research and new technology which increased cost
and consume time more that affected businesses. Some customers are not able to use such
method which are used to provide information and they buy services from other organisation.
iii)Some areas for improving the response of business organisation
Business organisation is considering different types of communication method which
helps to improve the business performance. From the above discussion it has been recommended
that as Three company is facing problems or negative responds towards accepting changes, there
is need to take some action which can helps to improve the response. For instance, need to focus
on new technology and research method and also need to get benefits of new process so
implementation can be done easily. Management should develop their own website and
application from where customer get information and make decision instantly. If people are
having full information then only they can make buying decision. Moreover, management of
Three company should use 24/7 hours customer care service which also attracts customer as they
can put query any time and get answer just that time that helps to select the best services.
CONCLUSION
From the report it can be concluded that business environment is related with internal and
external factors which affected on business. All organisation are needed to follow some rules and
regulation in order to run a business successfully. External environment covers political factor,
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economical factor, social factor and technological factor which are analysed by corporation to
deal with difficulties and problems. Such factor are uncontrollable and may affect on businesses.
Marketing mix communication is consider as effective way that is used by company to provide
information and messages to people regarding new products and services which attracts
customers and make buying decision. Direct selling, sales promotion, interactive marketing,
online website, advertising, public relation, word of mouth and personal selling are the
component of such communication mix which informs customers and increase organisational
sales as well as profitability.
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REFERENCE
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Boone, L. E., and et. al., 2019. Contemporary business. John Wiley & Sons.
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Kipöz, S. and Atalay, D., 2019. SUSTAINABLE ANATOLIA. Global Perspectives on
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Murti, D. C. W., 2019. Performing rural heritage for nation branding: a comparative study of
Japan and Indonesia. Journal of Heritage Tourism, pp.1-22.
Wijayanto, H. and Haryono, T., 2018. Leadership Style of Transformational Key User in the
Success of the Implementation of Enterprise Resource Planning in the Universities in
East Java, Indonesia. Journal of Innovation in Business and Economics. 2(1). pp.13-18.
Giddy, J. K. and Webb, N. L., 2018. The influence of the environment on adventure tourism:
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Ngaliman, N., 2018. CORPORATE IMAGE MEDIATION BETWEEN TRUST AND
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Different components of marketing communication mix. 2019. [Online]. Available through:
<https://businessjargons.com/marketing-communication.html>
About Three UK. 2019. [Online]. Available through:
<https://en.wikipedia.org/wiki/Three_UK>
(Yaro, 2018)(Rosa, Sukoharsono and Saraswati, 2019)(Zhang and Ma, 2019)(Boone and et. al.,
2019)(Baboshkina, Savina and Morozov, 2018)(Teymoori, 2018)(Kipöz and Atalay,
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