BMS412: BBC Case Study Business Report - Semester 1

This report provides a detailed analysis of the British Broadcasting Corporation (BBC) as a case study, fulfilling the requirements of a business operations module. It begins with an introduction to the BBC's organisational structure, size, and scope, highlighting its role as a public service broadcasting corporation. The main body of the report delves into the BBC's background, organizational structure, and the interrelationship of its functions. It then presents a comprehensive SWOT analysis, evaluating the company's strengths, weaknesses, opportunities, and threats. A PESTLE analysis examines the external factors impacting the BBC, including political, economic, social, technological, environmental, and legal influences. The report further explores the concept and theory of globalisation and its impact on the BBC's organizational strategy and decision-making processes. Finally, it concludes with a summary of the key findings and provides a list of references, including academic textbooks and journals, to support the analysis.

Business Report

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Company background.................................................................................................................3
Organisational structure..............................................................................................................4
SWOT analysis of BBC..............................................................................................................5
Pestle analysis.............................................................................................................................6
Concept and theory of globalisation...........................................................................................8
Organisational strategy & impact of digital revolution..............................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Organisational structure of company is determined on basis of activities such as rules,
policies, regulatory measures, role & responsibilities practised to achieve the ultimate goal or
objective. Different form of information flows between organisational levels is also defined by
company structure. One of the leading public service broadcasting corporation is BBC that deals
with entertainment & media management nationwide. The below report discusses about size,
scope , internal and external factors impact on business environment of chosen firm. The
assessment shows different organisational strategies adopted by following organisation to
compete the new technological firms in mass media industry.
MAIN BODY
In relation to different functions performed in multiple departments, business culture ,
size and scope company structure is determined. BBC is a statuary corporation established by
Royal Charter founded in 1927, London(UK). The mass media enterprise provide TV channel
service, regional programmes, live radio or music broadcasts, 42 above language information &
daily news etc. to educate as well as entertain general public of country.
Company background
Type - BBC is a public mass media corporation that functions in department of
digitisation, culture, sports & media.
Size – The oldest national media company have around twenty-two thousand full time
staff employees. Also the company provide flexible working hours to many individuals in form
of part-time work, fixed contract basis etc. adding on to thirty-five thousand plus as total
number of employees connected with BBC.
Scope – A media management organisational structure include various market segments
consisting of news-agencies, television channel stations, journals, entertainment industry,cable
operations, radio stations, newspapers & magazines etc. Therefore, importance of mass media
company today in order to entertain and educate maximum crowds has risen in recent years. In
context with BBC, scope of mass media organisations is discussed below:
Regulatory media framework: The legal laws are formed by British council to regulate
media activities and guide general public in trusting news channels that shows relevant content
useful for them.

Ethical reporting values: In context of BBC, according to ethical values of media
management uses print media, electronic medium & online blogs to highlight current trends of
economy.
Information about society issues at large: Chosen firm appoint reporters to conduct
useful debates,. Live interviews, discussions etc. on various societal issues arising in society as
whole. also different suggestions recommendation to resolve such problems are shown to
public .This help people at large get useful information about what is going on in economy.
Development of mass media: Today's youth is aware and vocal about information
provided by media organisation. With rising awareness, many young leaders show interest into
the profession of mass communications today. In relevance BBC, provide different courses of
electronic media & print media that help student choose their profession in mass media industry.
Policies & procedures of reporting government & other authorities: News channels have
power to set standards of objectivity in criticism amongst different public & private sector
authorities. Selected corporation also follow multiple processes set by company to discuss such
topics & drive conclusion accordingly. The procedures to do media operations run under
complete control mechanism by BBC.
Organisational structure
In context with chosen statuary corporation, BBC hierarchy structure consist of Board of
governor, executive, creative, journalism and commercial board. The executive boards is the
head of creative, journalism & commercial board managers. Queen is one appointing governors
of boards to whom executives report on regular basis. Twelve trusted members are selected for
governor position and nine as executive directors under them (Junsheng and et. al., 2019. This
team of BBC corporates perform business operations driven form core values that are creativity,
trust, respect, teamwork, quality and target audience.
Public relations play a very important role in formulating organisational strategic
structure in mass media market. The high level executive of BBC aim at creating a positive
image of their brand amongst public so that it outlines worth of their news or campaigns
circulated nationwide. Before organizing a certain function , event marketing is done by
professional firm advertisers. This came be done through social media marketing by managing a
Facebook page, linked in profile , you tube channel or Instagram page etc. media relations is not

easy to build as just creation of such media pages is not enough rather firm has to appoint social
media managers to regularly update relevant information on a daily basis.
SWOT analysis of BBC
SWOT analysis is a useful framework for analyse organisation strength, weakness,
opportunities and threats. This will help in analysing both internal and external environment. It
assist the effective and efficient work in an organisation. BBC strength and weakness are far
more than its weakness and threats.
Strengths
Brand image- BBC has a good reputation in the mind of their customers. Because of its
good brand image people have great belief in the news items, broadcast by BBC (Jordan-
Makely,2019). A good brand image can give a immense rise to a business and BBC has
successfully making it. The viewers trust BBC because it is the oldest broadcasting organisation.
Largest broadcaster- BBC is not only the oldest company but also the largest broadcaster
in the world. such a big company gain a lot of popularity in the industry.
New and updated- This is the main strength of BBC that keep it ahead from other
broadcaster. They always try to bring new things to there customers. BBC contributes many
things such as colour TV, 3D channels, HD channels etc. BBC always get first mover advantage
by introducing new technology.
Technology advancement- An updated technology helps an organisation for facing
competition in the market (Jordan-Makely,2019). This is really a big strength for BBC because
of its highly technical web design, software design, and graphic design.
Multiple languages- Another strength of BBC is its radio broadcasting in multiple
language. Which increases the viewers for BBC.
Weakness
High operating cost- This is really the main weakness face by BBC in the market. The
operating cost of BBC is much more high as compare to its competitors.
Increase controversies- It has been blamed that the news items board caste by BBC
touch sensitive issues in the world (Dwivedi and et. al., 2020). BBC face criticism because of
war, religion, politics.
Face criticism- BBC face many unfavourable judgement on different matters such as
war, religion, politics.

Opportunities
Becoming trendy- BBC is mainly known for broadcasting serious news. But now it also
stepped into the entertainment zone. BBC focus on latest trend such as fashion, entertainment,
technology, kids channel, etc.
Joint partnership strategy- BBC increase its popularity by doing partnership with other
satellites channels. Which increases opportunity for business.
Increase revenue- BBC has a good brand image in the market. Now its image cross the
sea and has a impact on other market. Its global image create more viewers, which increases
revenue for business.
Trying to be unbiased- BBC is known for biased news. If they serve unbiased news this
will be an biggest opportunity for the business.
Preferences of viewers- The taste & preferences of viewers are changing quickly. BBC
updating itself every day and knowing about what people like the most (Marres, 2017). This will
bring more opportunity for company.
Threats
Strong competition- BBC face a strong competition because of growing news channels
in the market. because of increase in competition viewership of BBC decline.
Launching of domestic company- Introduction of new domestic news channels decline
the viewership of company.
Life threat- The biggest issue faced by company was life threats to its employees and
journalists at a tome of war.
Pestle analysis
This framework help managers determining impact of external factors on business
environment of company. The key factors of this model analysis are political, social, economical,
environmental, Legal and technological. With respect to BBC, households in UK affect the
public corporation of a broad level. The individuals living in country are charged a license fee on
different products utilized as funds for smooth functioning of company operations.
Political factors – Media enterprises are regulated by a former authority that regulates
quality of content broadcast by company. In context with BBC, control is exercised by Royal
charter that reviews content issued in public. Royal charter is checked by government of country
in every ten years consistently. Chosen corporation is an independent self-regulating entity that

ethically has freedom to issue quality content on current political trends arising in market
economy (Rainnie and Dean, 2020).
Economic factors – Organisational structures in British economy dynamically changed
from centralized to decentralized form due to shift in economic market trends. The reformation
of company size, shape & functional departments led BBC bring a change in its organisational
culture too. Transformational change focused on cultural, environmental and political shift
domains.
Sociological factors – Since public funding is main capital investment of BBC,
decentralisation in organisation took place to reduce bureaucracy issues. Selected company have
made sure that their services do not negatively impact society cultures .Therefore, British
broadcasting firm have been successful in creating good reputation by releasing honest news
broadcasts based on significant number of viewers.
Technological factors – Internet has made business come online with its services for
making consumer experiences better. Digital services offered by BBC include development of
radio or news applications, (BPR) business process re-engineering technology, internet blogs for
allocating optimum resources etc. These technological advancements made decentralisation in
selected company flexible to function.
Environmental factors – There are many environment problems that can be solved
through use of new technologies such as pollution, plastic wastages etc. In context of BBC, have
adopted renewable technologies to encourage investments for long term sustainability of
organisation (Herbert, 2017). These measures in recent years helped selected company create a
good brand image in society as well as increase customer base & stakeholder satisfaction.
Reporters of BBC have made excellent efforts in bringing awareness about use of eco-friendly
products.
Legal factors – Some legal laws in mass media industry are employee protection,
consumer protection and intellectual property law. In relation to BBC, should follow all these
laws for providing a secure work environment to employees without any discrimination. The
property law help chosen firm-to protect its patents, copyright and valuable initiatives giving a
competitive advantage to firm. The law of protecting consumer rights help chosen company
protect consumer data and solve their privacy concerns.

Concept and theory of globalisation
Influence of globalisation impact the formulation of strategies created by companies to
achieve their goals & objectives as per set standards. Transformational theory of globalisation is
a well defined process of interconnectedness among economic, political & cultural factors
(Mayer, Kühnle and Thiel, 2020). The theory focus on fundamental changes in structure of
society such as electronic media networks, micro networks, print media etc. In relation to BBC,
globalisation widely is derived from multiple factors impacting formulation of business
strategies discussed below:
International businesses- Expansion of organisation on a global scale come with whole
lot of opportunities in employment, earning income, intercultural events, media skill
development and increase in brand reputation of firm. Global news also help selected entity
promote their thoughts & new ideas in multicultural regions. These topic ideas can be
environmental awareness, social discrimination, campaigns, traditional changes in culture etc.
Competition in media industry- In relevance with BBC, mass communication is a
dynamic market that come with challenging trends over time. There are many competitors in
media market with engaging content to attract maximum people in economy. Therefrom , healthy
completion help chosen firm improve their performance based on certain factors consisting of
price, medium of communication & customer services.
Emerging markets- Media have potential to expand its reach in every sector of market
economy (Gloss, 2019). In context of BBC, public support has helped the company expand its
reach on both online & offline ways. Journalists have been successful in entering into tour &
travel sector, entertainment industry, organized various health awareness programmes, took
initiative to create social media promotions, delivered useful information to people around the
world through electronic media etc.
Cost & budgeting- Overall expenditure & profit of chosen firm play a very significant
role ins analysing profit or loss margins of company. With respect to BBC, budgets are created
on basis of expenses occurred in past projects that consist of production cost, transportation cost,
advertisement cost etc. Managers of selected firm create media budget to carry on effective
marketing campaigns and placement activities.
Trade relations- Mass comm. organisations interaction with individuals such as
journalists, editors, reporters, professionals of media business come under media relations. BBC

maintain a good network with national news- agencies to work on important agendas and driving
conclusion. Also company ethically has maintained good trade relationship with government
authorities of UK to discuss on political issues.
Organisational strategy & impact of digital revolution
The transformational change in BBC strategies under supervision of General Mark
Thompson bring a digital evolution in business. With change in technology and audience ,
demand for creative or useful content has risen over time. In context with BBC, came up with a
creative future strategy that meant set of new ideas & themes. The strategy was implemented
based on following dimensions:
Audiences – BBC created two primary teams for focusing on key performance areas of
company that were audience team and beyond broadcast team (Al-Dmour, Masa'deh and
Obeidat,2017). Journalist of chosen firm did research on these team groups considering local
news & comedy channels distinctively.
Five big themes – Audiences have a variety of choices or expectations from all media
channels increasing competition. The new competitors are well verse with the digital age , rich
and global in its operation over internet. In order to compete with them, BBC have observed
eight core areas that consist of journalism, drama, music,comedy, sports,entertainment, children
or teens and knowledge building documentaries or content. Considering areas of public interest
following five themes were recognized by organization to evolve digitally :
Martini media: Growing demand for smart phone, tablets and laptops devices with high
quality HD resolution made audiences mobile. This media therefore means those target
customers who can reach company content from anywhere across the world through internet. In
context of BBC, have started creating audio visual content, 24/7 live news broadcasts on social
media platforms such as Instagram, YouTube, web etc. and live sport programmes for such
audiences. Managers used cross platform strategies to focus on audience wanting content form
science, religion , food or health domains. Digital crowds were also benefited with 360 degree
commissioning for providing knowledgeable quality content. Digital music and introduction of
podcasts from different artists also attracted maximum numbers on online platforms.
Serious about entertainment: There are many people not just looking for educative
content but also funny entertaining videos that make them feel relaxed or joyous. BBC have
invested on different comedy drama & artists showcasing their talent on their TV channels or

radio (Berry, 2017). The organisation is also planning to launch a comedy website that mainly
focus on entertaining its target customers globally.
The youth: Young generation today demand for something more unique and attractive to
spend their time upon. To reach up to young audiences, marketing managers of BBC did research
on children and teens. As per their perspective they launched long running TV dramas, channels
showing new mobile or technological devices, factual teenage content, music podcasts, courses
in journalism or mass media etc. Many high school students also are confused about their career
profession observed by BBC journalists. Editors therefore write good successful journey of
professionals, leaders to motivate young students engage in their content consistently.
Find-ability – Coordination of content with target customer groups is important since it
helps company align its goal with consumer wants. In relevance with chosen firm, BBC digital
marketer will soon come up with a new technological tool on their website that is “audio and
video search tool”. Also computer experts are trying to deliver their own search engine as well as
MYBBCPlayer with whole lot of music choices. The company is soon planning to launch its
broadband portals too in areas of lifestyle, science, health, sports, music & arts etc.
Due to rising pandemic situation , selected organisation have analysed various factors
such as social distancing norms, safety & health measures, use of technological devices, rise in
artificial intelligence, less physical contact among individuals. So to overcome such challenges
BBC has made secure CRM systems to be operated by its employees safely. Sales & marketing
staff have freedom to do analysis on potential customers by analysing data bases, online surveys,
reviews & feedbacks from users etc. avoiding personal contact relationships. Also no field work
such as offline survey taking, doorstep advertisements etc. have made work fast enough top carry
on media operations in business.
Active audience: Those people who not only watch or listen to the BBC channels but also
actively want to take part in its events, programmes, debate discussion or fun activities. These
audiences love to communicate, share their perspective and create a lively atmosphere for
organizers of particular event by participating in it (Akhrarkhodjaeva, 2017). In relation to BBC,
creative event organisers have observed that general public watching their programmes are most
likely interested on participating in sports, political issues, religious histories etc.
BBC marketing executives have come up with various initiatives that engage audiences
at maximum level. These programmes help customers in knowledge building and self

enhancement. Plans are also created based on search & metadata that help audiences over
internet give live suggestions or comment recommendations to company. BBC journalists have
developed an interactive web forum across world for audience communication with aim of
spreading honest news amongst economy.
CONCLUSION
The above report concludes impact of different internal and external factors of business
environment on organisational structure. With relation to chosen firm, market analysis is done
through swot model & pestle model that describes the macro & micro environment effect on
business functions. The assessment also lay emphasis on globalisation influence on mass media
industry based on multiple factors. The theory of globalisation with relation to selected
corporation is also discussed. Furthermore, the type, shape, scope and size of market have been
mentioned to get clear information about mass media corporations in industry. The report also
classify different themes of digital evolution adopted by company through cross platform
strategies, 360 degree commissioning & launch of digital platforms etc.

REFERENCES
(Books and Journals)
Akhrarkhodjaeva, N., 2017. Instrumentalisation of Mass Media in Electoral Authoritarian
Regimes: Evidence from Russia's Presidential Election Campaigns of 2000 and 2008.
Columbia University Press.
Al-Dmour, R. H., Masa'deh, R. E. and Obeidat, B. Y., 2017. Factors influencing the adoption
and implementation of HRIS applications: are they similar?. International Journal of
Business Innovation and Research.14(2). pp.139-167.
Berry, D., 2017. The Romanian mass media and cultural development. Taylor & Francis.
Dickson, C. and Peelo‐Kilroe, L., 2020. Being person‐centred in community and ambulatory
services. Fundamentals of Person-Centred Healthcare Practice.
Dwivedi, Y. K. and et. al., 2020. Impact of COVID-19 pandemic on information management
research and practice: Transforming education, work and life. International Journal of
Information Management. 55. p.102211.
Gloss, L., 2019. Developing a supply chain organisational structure to gain competitive
advantage in today’s marketplace. Journal of Supply Chain Management, Logistics and
Procurement. 2(2). pp.102-110.
Herbert, L., 2017. Digital transformation: Build your organization's future for the innovation age.
Bloomsbury Publishing.
Junsheng, H., and et. al., 2019. The role of mass media in communicating climate science: An
empirical evidence. Journal of Cleaner Production. 238. p.117934.
Marres, N., 2017. Digital sociology: The reinvention of social research. John Wiley & Sons.
Mayer, J., Kühnle, F. and Thiel, A., 2020. Presenteeism in elite sport organisations. Routledge
Handbook of Athlete Welfare. p.81.
Rainnie, A. and Dean, M., 2020. Industry 4.0 and the future of quality work in the global digital
economy. Labour & Industry: a journal of the social and economic relations of
work. 30(1). pp.16-33.