Business Management Report: External Influences on British Airways

This report provides a comprehensive analysis of British Airways, examining its business management practices, external influences, and marketing strategies. The report begins with an introduction to business management and its application to British Airways, highlighting its position as a leading global airline. It then delves into an overview of external primary influences, using PESTEL analysis to assess political, economic, social, technological, legal, and environmental factors affecting the airline. The report further explores the marketing communications mix, evaluating its relevance to British Airways and its impact on policies and decision-making, including advertising, direct marketing, and sales promotion. The report then critically evaluates the effectiveness of the organization's response to these factors, discussing areas for improvement in its operations and strategies, including decision making and marketing mix. The report concludes with a summary of the key findings and recommendations for British Airways, providing valuable insights into its business operations and future strategies.

TOP UP BUSINESS
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Overview of external primary influences to which an organisation......................................1
TASK 2............................................................................................................................................3
2. Critically evaluate the effectiveness of the organization response.....................................6
3.Demonstrate some areas for improvement in the response of ............................................8
the organization......................................................................................................................8
CONCLUSION..............................................................................................................................10
REFRENCES.................................................................................................................................11

INTRODUCTION
Business management is a operation in which organization fulfill their desired goal and
objective to manage or influence the allocation of resources. The management will program,
coordinate and promote all action in an organisation. This report make an impact on airlines I.e.
British airways. It is one of a world's leading global airlines and largest international carrier in
U.K and have 16 airports in total. It had a fleet of more than 280 aircraft and is a private
company that is owned by shareholders who have limited liability. This report basically make an
summary of some primary role in an organisation is dependent and explain value of each
external influence to structure. (Kasemsap, 2015).The British airways require particular theme
for e.g. Marketing communication mix to analyse its relevance and how an organization
influence policies and decision making. Organisation need to evaluate the effectiveness and
demonstrate to improve some areas in response of organization that had been mentioned in this
report.
TASK 1
Overview of external primary influences to which an organisation
British airways is a flag carrier in U.K and the largest airline by fleet size establish in
1994. British airways make an involvement on the analysis of the external factors on airline –
PESTEL analysis. It is a tool that is used by marketers in a particular organization to make an
external impact on them(Tayur and et.al 2012).
Political factors: These factors make an impact which determine the government
influence on firm includes tax policies, trade tariffs and fiscal policies. In this British airways
will make government rules which levy on fiscal year affect the business environment. It is a
major instruments which have 400 destinations who fly international airlines. Governmental
order and perception play an important part in an organisation that had tremendous affect on
British airways. All activities of craft unions play an important part in organisation. British
airways have an online ordering systems in which people can book their tickets on e-tickets and
it is responsible for growing importance of internet in travel and tourism sector.(Kasemsap,
2015).
Economic factors: This element influence the performance of economy which have
long term effects that make an direct impact on economy. The government are making healthy

and safety environments which make positive and negative impact to an economy. The people
got fear when they fly from aeroplane and therefore demand will be low when people will not
prefer to travel from airways. This can utilise all firms related to economy who made long term
and short term effects to utilise all wants of people in society.
Social factors: These factors make an scrutinize effect on economy in which people can
determine cultural trends, make demographic system and analyse the population. People who are
business travellers or individual passengers always want trusted airlines to travel which made a
value of money to an economy and give high quality standards to an economy and provide
various services to people. In this travellers use the internet services to look for an suitable
airline to go for trip (Hutt and Speh,2012).
Technological factors: This element make new innovations that affect the operations
favourably and unfavourably. This refers to make new automation, provide research and
development and made new technology awareness which market possesses. British airways
invests lot of money on technology which will used online internet services that help British
airways to reduce cost and become more competitive. They want that their staff to do other jobs
not to do ticket jobs. British airways make all problems so easy in which passengers do not stand
in queue, they are using self service check In which would help to make process and offers
wireless LAN system for customers.
Legal factors: This cause may have an impact on both outside and inside factors which
affect the business environment in certain country which made certain policies in an country.
British airways make certain laws which affect the business environment that affect many
policies in country. It has make an impact on terrorist attacks that had implemented on terrorists
attack and made new certificate regulations in Europe and in U.S which make a lead impact on
travelling process. (Becker and Rosemann, 2013).
Environmental factors:These element will influence the surrounding of environment
which make an PESTEL analysis which is important for uncertain commercial enterprise for
example tourism and agriculture. British airways has made different climate change which
influence on determinants on demand and supply of resources. Airlines have to come across in a
widespread range of national, international and local environmental regulations.
TASK 2
Theme - Marketing Communications Mix

1. Analyse its relevance to chosen organization and how it influences policies and
decision-making within your chosen organization or industry-sector
Marketing communication mix cite particular method acting which is put-upon to
promote products or services to reference customers. British airways make an impact upon
advertisement, public events and so on in order to building positive public relations. The growth
of any enterprise based on marketing strategies and business business planning practices. It is a
plan of action which is used by an organization or single to person to limit in target marketplace
which is done with different type of communication. British airways build top of mind awareness
amongst different ideas that had been gathered about the products which will provide offers and
establish their own requirements. Rosemann, 2013).
Advertising: It is a quantity that used by marketers to reach their products on the right
place and right people as there are wide range of media supply to them such as T.V, magazines,
radio etc. As British airways using 30 tools of media which help them to make advertise their
product, they are also using business life online which is a magazine website to make their
business to be increased.
Direct marketing: It is a process of advertising where marketers communicate through
the variety of media which include cell phone text message, email, websites, online adverts and
database programmes. British airways will ensure that their customers do not receive any kind of
fake calls or text messages. If they have registered in executive club then they have to change
their market preferences by bringing different alterations for an online support in an
organization.(Nielsen and Nielsen, 2013).
Sales promotion: It is a process in which it provides different promotional mix which
uses both media and non media marketing communications for pre determined objectives. British
airways make a new innovation which carries pioneer process throughout the world which will
operate for many years. It also provide special offers like exemption in check in fee for baggage
and online check in So that passengers can choose their best seats.(Fayol, 2016).
Decision making is the almost essential concern skill and it can be learnt in many ways in British
airways-
1. Make a plan: Whenever British airways want to start new process they have to come
with a plan that made a new way to organisation. This conclusion have to be
implemented in a planned manner which will use in different ways.

2. Don't hurry: Whenever people travel in British airways they will make a quick decisions
and take time to regulate in economy.
3. Enjoy it: Decision taking practices is an creation of doing practice and exploit make
many skills in an organisation. People make different decisions which regulate different
economy and make learn from other resources. It is necessary to make better decisions in
British airways in which people make better decisions on it(Kumar and Reinartz,2018).
British airways having a biggest role in the economy development procedure of U.K in
terms of its fleet size and international destination flights. The air lane has its HQ near the
Heathrow Airport in London. People love to enjoy to travel in airways so that need to
accomplish all plans.
Marketing Mix of British Air lane examine the economy in particular organisation which
covers 4Ps (Product, Price, Place, Promotion) and describes the British Airways marketing
strategies which can regulate particular economy.
Product: It provides quality services to consumers in order to satisfying the needs and
wants of buyers. British airways satisfy all needs of consumers. Firstly it provide flight tickets to
satisfy the wants of travellers who travel from one place to another. The product will make to
ensure all characteristics of products like quality, size, growth and different regulations. The
customers would regulate different services who will divide service lounge in three diverse
classes. People can avail from different services which will regulate in economy and provide a
valuable need to all customers. Vidgen and Grant, 2017).
Price: Price plays an important role in an economy such that every class of people can
avail themselves from services. British airways tries to maintain a policy that is equal to value
provided by company. A customer can buy a ticket at its base price without any extra value
added benefits or made different services to all of them. It made economy pricing strategy for
those people who want low pricing tickets who can made influence on different factors. The
airways keeps on making more policies against all competitors so that they maintain their
locality towards customers. (McDonnell and King, 2013).
Place: Place plays an important role in different marketing strategy who can make best
place that is suitable for a product. The company has successfully and upgrade infrastructure to
conduct safe and proper activities. British airways had made different airports in different places

to make proper income regulations and they have their own warehouse in coalition with other
companies for carry purposes and servicing their products.
Promotion: Innovation is an important part for creating and maintaining different
promotional strategies who will communicate with all customers, make different strategies that
had been formed. British airways provide promotional strategies that made flight tickets at
reasonable prices for special occasions. It will provide free tickets on Christmas for customers to
travel to certain places at very reasonable and discount price. (Mitreva and Prodanovska, 2012).
2. Critically evaluate the effectiveness of the organization response
Organization effectiveness defines as the ratio with which an affiliation is capable to
meet its subjective and regulate plans and policies in economy. This means an organisation will
produce desired effect for effective utilisation of resources by making some profit used for
producing and selling a product. Organization will make five effective areas which exhibit
strength in areas-leadership, decision making and structure , people , work processes systems and
culture. It needs to evaluate and improve organization needs and processes which made new
strategy used for growth and development in an organization.
Bohner and Arnold model is defines as impact analysis which is to identify the potential
consequences of a change or estimate what needs to be modified to accomplish that change and
they focus on impact analysis in terms of scoping changes which gives all details of design. It
can identify two classes of impact analysis traceability and dependency. In traceability their will
be a linkage between parts, variables, logic, modules which are assessed to determine
consequence of an initial stage. Dependence run on a code to make various algorithm like
software design, static and dynamic algorithm which are assessed to determine the consequence
of initial stage. British airways which is used to analyse all requirements which need to
accomplish all tasks. They need to be follow by British airways when operate their services at
any nation(Jocovic and et.al , 2014)
Market forces that need to determine demand and supply. These forces have an impact on
decision making relating to pricing taken by British airways. This type of situation occurs when
buyer has low disposable income and they could not afford airline services.
Type of bohner and Arnold model-
 Trace
 Dependency

 Experiential
These kind of practices assist in determining organisational potential competitors in terms
of their products, services, growth and so on. Market competition cause organization to gain
sales mass by apply the four components of the marketing mix, also referred to as the four P's.
These P's stand for product, price, place and promotion.(Stark, 2015).
Bohner and Arnold model is a process which identify change impact analysis for
potential consequence of change and estimate what needs they will modified to accomplish
change and focus on impact analysis. In traceability, links are to be made between requirements,
specifications, design elements and various tests are been captured and these relationships are
been analysed to determine scope of an initiating in relation so British airways are need to
developed different designs and make different airways for enhancing all strategies of
organization. In dependency link will be made between parts, variables, make different logics,
modules to initiate new technology and dynamic algorithm which make new ideas and make
different strategies. British airways can make different codes to move addiction, inactive
methods may be focuses on the idea structure, while dynamic algorithm gather information about
program behaviour at run time.
This company make different software and delivered in packages, while comprise
addiction to else software program packages that are necessary that one deployed runs. British
airways make different scriptures that used to check efficiency and make more effectiveness in
an organization. It helps in decision making, evaluate various policies, make different strategies
and adopt static behaviour in an organization( Pdoherty and Meehan, 2015). British airways
make different source codes that had analysed all marketing strategies and utilise all goals and
objectives. It had gather some needs and objectives and analyse different competitive market.
Software is often delivered in packages, which contain dependence to other software
packages essential that the one deployed runs. This process help to make different goals to
analyse efficiency and effectiveness. Impact analysis is a key aspect of responsible requirements
management which provides accurate understanding of the implications of a proposed change ,
which help the team to make informed business decisions about which proposal is need to
improve .

It had examines the proposed change to make different decisions in order to implement
all stages in British airways and make different proposals to make different decisions and adopt
techniques in enhancing objectives(Ellehuus2012).
3.Demonstrate some areas for improvement in the response of the organization
Organization transformation is a process which need to improve products, processes and
services by reducing waste and increase quality of products. This constant improvement drives
the competing reward in which people will accomplish desired objectives and outcomes. British
airways needs to improve which they want-
 Credit cards are a unbelievable origin of tax revenue for airlines that make wealth without
moving in air plane in order of making competitive advantage in an organisation. British
airways should follow all laws and offer a board that provide benefits for cardholders.
These welfare would go a long way in whipping the short haul cuts while giving
excellent new reason to carry their valuable money make more in British airways.
 It is basically make British airways to enhance their meals procedure that establish more
efficiency programmes in airlines (Ellehuus, 2012).
British airways have to made improvement in some areas that lead an organization to
made various programmes-
Make proper incentives: This is an important aspect in British airways to make an
improvement in giving the incentives to all employees on time. It is an important tool for driving
employee engagement and performance as long as they implemented properly. This company
provide the incentives on the basis of their work and objectives. It provides an incentives on the
basis of educational and training which give the reward to team members. These type of
incentives of employee offer an employee to break from typical work routine and provide
opportunities to improve their expertise in British airways. This will build the career of all
employees but make an individual to more valuable to company.
Give proper training and development strategically: It gives proper training to all
employees who can build relationship within customers and knowledge will be based on all
employees and find opportunities which will be more costly. In order to maximise the benefits
their will be effectiveness of activity and change. (Bengtsso and Johansson, 2014).
Effective communication: Effective communication is critical to any organization that
will help in number of ways. Proper communication plays an important role in product

development, customers relations and employee engagement. British airways will help to
improve effective communication that will results in proper establishments so that they
communication in proper style and manner. Trust and loyalty is a key important factor to
establish good relationships within all employees that centred on meeting each individual needs,
which convey important information and provides proper response to all employees.
Strong team work: Effective social group provide proper communication which will
make strong team work and ability of employees to work together to achieve company goals at
all levels. British airways provides effective organization communication that will provides
employees to have more knowledge, structure and positive work surroundings. This helps to
builds strong building approaches in which an individual to make an effective technology and
strong valuable approaches in different field in an organisation.
Ideas and innovation: This will made new ideas and make new innovation for
accomplishing various results. British airways make different ideas to accomplishing various
results and follow rules and regulations in economy. Effective communication enhance the
characteristics which determine opportunities and threats in airlines. Idea made different process
for a business or organisation to realize competitive advantage which innovate new trends in an
economy. (Ansoff and et.al , 2019).
Focus on business strategy: Employees make differentiation strategies to utilise
different value propositions in business that help to an organization and provides a good job to
particular employees in British airways. This will analyse different targets that make an
organisation to analyse all needs and objectives that fulfils on particular organization
British airways make all these ways to analyse different strategies and compete with
different behaviours that solves all problems to analyse efficiency and make different tasks to
analyse problems and situations. It had used different strategies to analyse all problems related to
an organisation-
Segmentation:In this process uses different playing like statistic and psycho graphic
segmentation in making market helpful to evaluate want and value of kind of nature of each
segment of customers. British airways make a reward which built loyalty programmes, therefore
company uses loyalty programmes for targeting strategy to identify attractiveness of each
segment. It could make different strategies to regulate some plans and process in an economy.

Targeting: In this process company will target particular markets so that the competition
will high and depend on demand and supply of alternatives. It will develop different market
segments which make different competition in market. It depends on sales and growth of an
organisation which would beat competition in market. British airways targeting all age people
who can travel in airlines establish wants and needs of customers and strategies are to be
accomplished. (Mian and Fayolle, 2016).
Positioning: It is connected with the option of selling mixture which are suitable for
target customer segment. British airways will satisfy needs and wants of target customer segment
in most attractive and efficient manner. It depends upon 4 P's relates to service by plane and can
execute various resources to accomplish different position in market. British airways made their
products well designed so that people will travel in an easy way. It provide more opportunities
and threats to launch a new service so that people can travel according to their needs and
requirements. The company uses a set of marketing processes such as media and advertising,
sales promotion, sponsorships and regulate more events in society.
CONCLUSION
From above report it has been concludes that organization effectiveness is an extent to
which an organization achieve its predetermined objectives with the given amount of resources
and means to make more profitability in business. British airways is a largest airline carrier in
U.K. There are some external factors that used to analyse all marketers find an essential tool for
an organizational effectiveness. British airways had developed many areas for improvement so
make an organization well efficient and may expand its growth. It has also made bohner and
Arnold model to make an organization efficiency which has been mentioned in the report.