Global Business Environment

Global Business
Environment

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1 ...........................................................................................................................................3
Activity 1.........................................................................................................................................3
Background of organisation selected .........................................................................................3
Main Purpose of marketing .......................................................................................................4
Value of marketing functions .....................................................................................................5
Link of marketing function with other function of value chain .................................................5
REFERENCES............................................................................................................................6
Activity 2 .....................................................................................................................................6
Background of organisation selected .........................................................................................6
Main Purpose of IT function ......................................................................................................7
Value of IT function....................................................................................................................8
Link of IT function with other function of value chain .............................................................8
REFERENCES............................................................................................................................9
PART B ...........................................................................................................................................9
Key learning and personal development ....................................................................................9
REFERENCES..........................................................................................................................11
CONCLUSION .............................................................................................................................11
.......................................................................................................................................................11

INTRODUCTION
Global bushiness environment basically represent the wider and larger external
environment that exists around a world and is generally beyond the boundary line of domestic
nation. Global business environment is mainly related with operations of an organisation in
different sovereign countries having exogenous factors than the home environment thus, extra
efforts and analysis of global environment is essential. The different factors like political, social,
regulatory, economic, cultural, technological etc. have significant effect on operations and
functions of the organisation and also influence the decision making of a firm.
This assignment includes two activity. For the first activity selected organisation is
ASDA stores Ltd that is an organisation belongs to retail sector. This part of assignment includes
purpose and value of marketing and link of marketing function with other functions of value
chain are also included. For second activity of this assignment the chosen organisation is Rolls
Royce motors which is a well known company in automotive sector. This activity include a
description about IT function and its purpose and value. Link among IT function and other
important parts of value chain is also provided.
PART 1
Activity 1
Background of organisation selected
For this activity the chosen Organisation is ASDA Stores Ltd which belong to retail
industry of UK. ASDA is basically a British supermarket retailer which was founded by a
Asquith family in 1949 and its headquarter is in Leeds, West Yorkshire, England (ASDA, 2019).
ASDA is a the second largest supermarket of Britain and apart from being a chain of
supermarket it also deals in providing financial services and also a mobile phone provider that
make use of EE network. ASDA is having more than 525 store across the UK and is a associated

with Walmart. The various products provide by ASDA includes chilled, fresh and frozen food
drinks, laundry and household product, health and beauty products, clothing, outdoor,
entertainment products, pet products and many more. The financial services provided by ASDA
includes credit card, travel money, travel insurance, personal loans, etc. To remain among the
top retailers of Britain many efforts are made by ASDA which includes mass selling at cheap and
reasonable pricing strategy to attract maximum number of customers (Perdiguero and Borrell,
2019). Thus, to remain ahead of its competitors and to have a better image in the market the most
important function of ASDA is marketing.
In every organisation there are some important function which includes production,
logistics, finance, management of human resource, marketing, distribution,etc. The main purpose
of all theses functions is to ensure timely and effective services and supply of product to
customers. Being a retailer organisations, ASDA is facing tough competition from big brands
like TESCO, Siansbury's, Morrisons and many more (Tischner, 2019). Thus, to face this
competition from rival companies and to stand firmly in the retail market much importance is
provided by ASDA store Ltd to its marketing function. It is vital functions that helps an
organisation to identify most suitable target market and also provide helps in providing
potentially successful products in marketplace and lead to effective promotions and
differentiating products of ASDA from other similar products exists in the market place.
Main Purpose of marketing
Marketing is basically a prices which includes identifying, anticipating and satisfying
customers needs to earn better profit and to have a goof a brand image. The main purpose of
marketing functions in ASDA store Ltd are as follow:
Understanding ideal customers- The first and foremost purpose of marketing functions
is to get all the relevant information about the target customers. To fulfil this purposes of
marketing, timely market research are conducted by ASDA so that it can understand taste,
preference and latest trend of its customers and market so that product and services provided
should meet that demand (Deakin and Markesinis 2019).
Create brand awareness- The brand of an organisations act as a foundations for all the
products and services provided by a company. Timely market campaign and use of other
marketing tools are made by ASDA to create and build awareness for its brand. It also includes