Social Impact of BBC: Market Strategies in UK and Asian Markets

This report examines the British Broadcasting Channel's (BBC) performance in the mass media industry, focusing on strategies for growth in both the UK and Asian markets. It analyzes the challenges faced by BBC, including intense competition and the need for expansion. The report explores the potential of the Asian market, particularly in countries like India, Pakistan, and Bangladesh, where cricket is immensely popular. It reviews literature on technology's impact, social media threats, and the significance of cricket sponsorship. The research methodology includes analyzing industry expert opinions, news articles, and surveys on the social impacts of cricket tournaments. The findings reveal that BBC's current position in the UK market is considered unsatisfactory by many, highlighting the need for improvement. Investment in Asia is seen as a promising strategy, with cricket identified as a key avenue for publicity and market expansion. The report concludes with recommendations for BBC to leverage cricket to enhance its market presence, increase revenue, and positively impact society in these regions.

SOCIAL IMPACT
CORPORATE, BUSINESS,
ORGANISATION

Table of Contents
INTRODUCTION...........................................................................................................................3
AIM AND OBJECTIVES OF THE MODULE...............................................................................3
LITERATURE REVIEW ...............................................................................................................3
RESEARCH METHODOLOGY ....................................................................................................5
CONCLUSION..............................................................................................................................15
REFERENCE.................................................................................................................................17

INTRODUCTION
The society in which people live made a huge impact on business as everything in
business is related to society like a company hire employees from society, they make their
product and services for them etc. So if a company want some improvement even than they have
to take some assistance from society. British Broadcasting Channel (BBC) is known for their
work in mass media as they are one of oldest player of this industry and they are present across
the globe. In current scenario mass media industry is going through intense competition as local
players in different countries are getting more strong and mass media industry in UK is on a low
growth track (Shleifer and Vishny, 2016). Main concern for BBC is same like of many other
companies which is expansion and growth. They want to become more strong in domestic
market and want to expand in Asian market. For BBC one of the biggest concern is to get better
in a market which is close to its optimum level and increase their presence in Asian market
because it is growing with a high pace and giving impressive returns in a short time period. Some
experts believe that Asian market is best among all continents for at least 2-3 decades which
means scope of long term investment is too much in these markets and company can rely on
them in future. At the end of this project, it can be concluded that how a company can use
society to reach their desired objectives and what policy and strategies be followed to improve in
a domestic as well as international market.
AIM AND OBJECTIVES OF THE MODULE
This research project is going to focus on how BBC can improve in their performance in
UK and how they can target other continents like Asia so they can enhance their overall profit. It
is going to focus on strategies through which company can maintain their dominance in UK
market and how they can become more influential in Asian market by using their most favourite
game ,that is cricket. This project will focus on cricket of only three countries which is India,
Pakistan and Bangladesh.
LITERATURE REVIEW
In a discussion relating to industry, Mr. Ferraz (2011) find that technology is making a
negative impact on industry because now a days companies are concentrating on using new
technology and more distribution instead of improving the matter that they are broadcasting. But
Mr. Feschet and et.al., (2013) argue that technology is something that cannot be ignore in any

industry and organisations do not have much choices regarding this issue because other players
can use it against company. He believe that innovation is key to success so involvement of
technology is not a problem, it is something that should be promoted in industry. Mr. Franks and
Vanclay (2013) one of the renowned person in industry think that social media and mobile media
is a serious threat for television and radio industry because they have more reach and market
compare to this industry and they do not need to follow many government rules and regulations.
But according to Mr. Gibbon and Dey, (2011) online video and mobile media has their own
market and customers so they should not considered as serious concern. Some people in industry
are looking towards Asia to enhance market and global reach. According to my knowledge it is
not an bad option because in couple of decade it is going to become one of the largest market in
world and countries like India, Bangladesh will be key market for mass media industry.
Cricket is most popular game in these countries and people are mad for this sport, some
even consider it region. According to a report by Mr. Louis, P., Seret and Baesens (2013), many
big companies invest a lot of amount in sponsorship and advertising relating to this sport and
they consider cricket as the best way to connect with population of these countries. Telecasting
and sponsoring cricket tournament can be a best way to expand the operations in these countries
as it will be good for both business and society.
RESEARCH METHODOLOGY
It is procedure in which data and information is first collected than they are analysed so
proper business decision can be taken at right time. Their are various types of research methods
which include interview, published research and other research techniques.
In this report comments of many significant people of mass media industry is taken
which is available on different national newspapers and trusted internet websites (Cho, 2011).
Various information about mass media industry, BBC and current cricket scenario is available in
many news articles, blogs and interviews. In order to obtain exact and trustable data, personal
interview of many prominent person of mass media industry is analysed and some surveys on
Asian people regarding social impacts of cricket tournament is taken. Various articles regarding
performance of BBC in UK is read in order to find their market position and local newspapers in
Asian continents are studied to find present need of cricket tournaments sponsored by private
firms (Toppinen and Korhonen‐Kurki, 2013).

Questionnaire
Name:
Age
Gender:
Email:
Q.1 Do you think BBC's current position in UK market is good?
A) Yes
B) No
Q.2 Do you believe they need to improve their performance in UK?
A) Strongly agree
B) Agree
C) Strongly disagree
D) Disagree
Q.3 If they improve their current performance, what kind of impact will it have on society?
A) Major
B) Decent
C) Minor
D) No impact
Q.4 In order to achieve better results do you think more investment should be done in Asia?
A) Yes
B) No
Q.5 Which sport will be a good option in order to gain publicity?
A) Cricket
B) Badminton
C) Football
D) Hockey
Q.6 Cricket is most popular game in India, Pakistan and Bangladesh, so organising a cricket
tournament will be a good idea?
A) Strongly agree

B) Agree
C) Strongly disagree
D) Disagree
Q.7 How much social benefit will be gained by these countries?
A) Major
B) Decent
C) Minor
D) No benefit
Q.8 What will be the impact of this tournament on performance of BBC in UK?
A) Increase in overall revenue
B) Decrease in overall revenue
C) Negligible change in revenue
Q.9 In your opinion is it a good idea to sponsor a cricket tournament?
A) Yes
B) No
Q.10 Do you agree that in long run it will be beneficial for company to invest in cricket?
A) Yes
B) No
C) It can go either way
D) Can't say
Data analyses and findings
Theme 1: Current position of BBC in UK market.

Findings : As per the above given graph 1, 15 out of 20 people who were part of this survey
thought that current position of BBC in UK market is not good and only 5 candidates out of 20
thought that their present position is good. Majority of candidates believe that their current
position is not at a satisfactory level.
Theme 2 : Need of improvement in performance of UK business.
yes no
0
2
4
6
8
10
12
14
16
5
15
Column B
Strongly agree Agree Strongly disagree Disagree
0
2
4
6
8
10
12
10
5
2
3
Column B

Findings : In above graph 2 , 10 out of 20 participant believe that BBC need to work a lot in
order to improve their performance in UK. 5 candidates also agree with them as they think that
scope of better result is available but 2 candidates out of 20 firmly believe that they are in a
position where they do not need any change and their current status is perfect. 3 people who were
part of this survey also think that they do not need any change.
Theme 3 : Impact of improvement on society.
Findings : As per graph 3, 8 out of 20 participant accept that if performance of company get
better than it will be a major impact on society. 6 candidates were agree with their opinion but
they think that impact will be decent. 4 people who answered this questionnaire agree that it will
have minor impact. This means that majority of people who took part in survey think their will
be some impact it can be major, decent or minor. Only 2 participant believe that it will have no
impact on society.
Major Decent Minor No impact
0
1
2
3
4
5
6
7
8
9
8
6
4
2
Column B

Theme 4 : Investment in Asia for improved results.
Finding: According to graph 4, 16 out of 20 people who were part of this survey think that Asia
is good option to invest as most of the countries in Asia have high growth and they are giving
good return on investment. Only 4 candidates think that company should not invest in Asia and
they are pessimist about it. Majority believe that to improve overall performance of company this
is a good option as it will increase company's market and profits will also increase.
Theme 5 : Sports to obtain publicity.
Yes No
0
2
4
6
8
10
12
14
16
18
Cricket Badminton Football Hockey
0
2
4
6
8
10
12
14

Findings: As per above graph 5, 12 out of 20 candidates believe that cricket will be best option to
gain publicity as it is considered favourite game of most of the population. Out of 20 only 3
participants believe football will be better option, it is second lowest in the whole survey.
Football has least supporters because only 2 candidate think that to gain publicity soccer will be
an option. It is only 10 percent of complete data so which is very less. Hockey has same
supporters as of badminton because 3 out of 20 people who were part of this survey agree that
badminton should be considered as best option to gain publicity which is too less from cricket
but higher than football.
Theme 6 : Organise a cricket tournament.
Findings: According to graph 6, 20 candidates took part in survey and 10 strongly agree that
organising a cricket tournament in India, Pakistan and Bangladesh is good idea. 25 percent are
people who were part of this whole process agree with 10 candidates but they are not rigid about
it. 3 participants believe that organising a cricket tournament will not be a good idea and they are
strongly disagree with whole idea. 2 candidates support them as they are also negative about it
but ,like other 5 person who were agree, they are not rigid like them. Majority goes with those
who are either strongly agree or agree with the whole plan.
Strongly agree Agree Strongly disagree Disagree
0
2
4
6
8
10
12

Theme 7 : Social benefit gained by these countries.
Findings: As per above graph 7, 10 people who took part in this survey think that this cricket
tournament will have major impact on these countries. This means that majority of participants
think that tournament will have positive impact on India, Bangladesh and Pakistan. 5 candidates
are also agree with majority but they believe that impact will be decent instead of major. 3
candidates think that their will be minor impact and 2 are pessimist about it and disagree with
everyone because they believe that will be be no gain from this tournament.
Theme 8 : Impact of Cricket tournament on performance of BBC.
Major Decent Minor No benefit
0
2
4
6
8
10
12

Increase in overall revenue
Decrease in overall revenue
Negligible change in revenue
0
2
4
6
8
10
12