British Airways: Business Environment Factors and Analysis Report

This report provides a detailed analysis of the business environment surrounding British Airways (BA). It begins with an introduction to the concept of the business environment and its various factors, including economic conditions, government regulations, and cultural influences. The report examines BA's organizational purposes, its stakeholders (internal and external), and the company's responsibilities, along with strategies to meet stakeholder expectations. The analysis further delves into the impact of different economic systems on resource allocation, including traditional, market, mixed, and command economies. The report explores the influence of fiscal and monetary policies, competition policies, and market structures on BA's pricing, output decisions, and overall behavior. Furthermore, it highlights the significance of international trade, global factors, and the policies of the European Union on the UK-based airline. The report concludes by summarizing key findings and emphasizing the importance of adapting to the dynamic business environment.

Business Environment

TABLE OF CONTENTS
INTRODUCTION................................................................................................................................1
TASK 1.................................................................................................................................................1
1.1 Purposes of different organisations............................................................................................1
1.2 Key stakeholders of the BA.......................................................................................................2
1.3 Responsibilities of an organization and strategies employed to meet them..............................3
2.1 Impact of economic systems in resource allocation..................................................................4
2.2 Impact of fiscal and monetary policies on business organisation and its activities...................5
2.3 Impact of competition policy and other regulatory mechanism................................................6
TASK 2.................................................................................................................................................7
3.1 Role of market structure in determining pricing and output decision of company...................7
3.2 Ways through which market forces shape organizational responses ........................................7
3.3 Business and cultural environments impact on shape the behaviour of the BA........................8
4.1 Significance of international trade to UK business organizations...........................................10
4.2 Impact of global factors on UK business organisations...........................................................11
4.3 Impact of policies of European Union on UK Business Company.........................................11
CONCLUSION..................................................................................................................................12
REFERENCES...................................................................................................................................13

INTRODUCTION
Business environment is all about circumstances in which organisation operate its operations. It
is necessary for every organisation to have focus on internal and external environmental factors to
enhance business opportunities. Business environment considers number of factors which can impact
the operations of organisation (Binh and et. al., 2010). The factors can be classified as a group,
resources, media, government, legislation, economic conditions and culture.
In this report the learning will focus on operations and culture of British airways in order to
understand the business environment. It will focus on various organisational purposes that have impact
on business. It will also provide information about nature of national environment in which British
airways is operating its business. It will also focus on behaviour of various organisations which are
operating its business in the same market environment. Furthermore, it also emphasizes on significance
of the global factors that shape national business activities.
TASK 1
1.1 Purposes of different organisations
It has been spotted that, there are diverse sorts of organisations which are operating in current
market scenario. The classification of organisations can be as international organisation, non profit
organisation, partnership, governmental, etc. Every organisation has different purpose that covers
diverse mission and vision.
Private organisation: British Airways operates its business in diverse nations with a purpose to
offer the best class airline services to customers and to earn more profit as an outcome (Greenwood,
2010). Organization’s mission is “one destination seeks to ensure that customers are getting impressive
flying experience. On the other side, vision is “to have improved focus on responsibilities towards
world so that market needs can be accomplished”. Company offer its services to satisfy needs of
customers and generate more income. Company is also termed as private organisation that generates its
income for the owners, investors and employees.
Non governmental organization: Other than this, Red Cross is a non profit organisation that
provides number of health care services with an aim to amend the health conditions of people. It also
refers as a charitable organisation which consists of 25000 volunteers (Malhotra, 2010). Organisation
operates in both international market as well as local market. The social group is committed to provide
services to public by considering religion, nationality, ethnicity and political aspects. These kinds of
organisations are flexible in adopting local culture which boosts the effectiveness of work culture.
Organisations are capable to communicate with all levels from neighbourhood to top level of
governance. Key disadvantage is that it holds paternalistic attitude which restrict the level of
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participation in project design.
Public service organization: Furthermore, the government organisation means firm in which
operational power is held by governance authorities. British Broadcast Corporation is subsidiary of UK
governance that looks for activities which can control the media sector (Reese, 2003). The key aim of
organisation is to control behaviour of media and to provide correct information to public about
various subjects. The key benefit is that it evaluates essential services and shares its profit with all
public ownership members. On the other side, the disadvantage is that it have inefficiency outcome as
side effect of size of organisation.
Sole trader: It is one of business structure in which one person have all control on the
operational activities. The decisions are made by him with consult of any other member in order to
explain the key aspects of organisation. Profit margin share is also shared between all members. It can
be local shop corner who operate business in UK. In this, less time pressure is there which increases
the flexibility. There is always one to whom business can consult while taking decisions. The key
disadvantage is that it have unlimited liability.
1.2 Key stakeholders of the BA
Long term goals:
 To expand its business in global market with providing services to all leisure and business
travellers.
 To provide premium services so that passengers can receive high quality of services.
 To have advancement in products and services that relates with aviation sector.
There are number of stakeholders of BA that can impact the business operations so it is
necessary for the organisation to meet the expectations of all stakeholders. The classification of
stakeholders can be as follows:
Internal stakeholder
Owners: It is one of most essential person in the organisation and his key expectation is the
advancement in profit margin ratio. In this respect, it is necessary for the management of BA to provide
detailed explanation of various factors and to ensure that the firm is having advancement in its sales
ratio. It also provides proper information to owner regarding various subjects and operational activities
(Wellington, 2000).
Employees: It is necessary for the management to make sure that the company is meeting the
expectations of employees by providing them with a safe and secure work culture (Jennings, 2010).
Company also make sure that all employees are taking part in decision making process and they feel
motivated while performing task within the organisation. Some time BA faces issues in effective
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accomplishment of employees need as it change with time. In this it is necessary for management to
have effective identification of employees needs. Employee satisfaction level is also not high that
means it is also essential for the management of BA to have proper evaluation of services and
improvement in its facilities which can motivate them.
External stakeholder
Government: In this respect, the management of BA is considering various laws and
regulations which are applied in airline organisation. Company pays tax on time and ensure that all
laws and regulation of UK governance are implemented effectively in its operational process
(Freeman, 2010). Organisation follows different types of taxes like income tax, corporate tax,
import/export tax, etc. Sometimes, government has great involvement in the operational activities of
BA which impacts its designed organisational goal. The governance changes rules and regulation
regarding aviation sector which also impact the business of BA. This indicates that it is necessary for
business to have better focus on governance policies.
Customers: In this aspect, the organisation provides high class airline services at low cost so
that expectations of customers can be met in an effective manner. In addition to the detailed
explanation, British Airways offer high class food and beverages at very low cost as compared to its
business competitors (Fernando, 2011). Company also provide discounts on its services to meet needs
of customers. The key issue is that customer’s needs are changing rapidly which impact the business of
organisation. So, it is necessary for the management of BA to have effective identification of
customer’s needs.
1.3 Responsibilities of an organization and strategies employed to meet them
British airways are operating its business in diverse nations with a motive to meet expectations
of diverse stakeholders. In order to this, company has also designed various strategies which can
provide continuous change and meet the stakeholder’s expectations (McGovern, 2014). To meet the
expectations of owner management of BA is providing best services to customers so that more users
can be attracted towards business and profit margin can be enhanced. The advancement in customer
bases leads to business expansion and impressive success. Employees of organisation expect good
working conditions and basic services to feel motivated (Adler, 2007). They also require compensation
and remuneration from management to enhance own motivation level.
In support of this, the detailed explanation can be that management of BA must focus on health
and safety legislation for the better accomplishment of responsibilities. It is necessary for management
of BA to ensure that the all safety measures are properly followed within organisation. For example,
BA ensures that the fire extinguisher is properly installed. The food and beverages provided to
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customers are as per the quality standards. It also leads business to impressive success by having
advancement in brand goodwill.
In this respect, it has been evaluated that the organisation has designed various policies by
considering governance policies which enhances the work environment. It also amends industrial
standards of work and helps in meeting the expectations of employees. With an improved focus on
governance policies the management of BA is also meeting requirements of UK government (Daft,
2009). Company also pay taxes in a correct manner in desired time to accomplish governance needs.
Furthermore, in order to meet the needs of customers the organisation is offering better services and
products along with improved focus on food, beverages, etc. organisation is constantly focusing on
advancement of services and its standards so that goals can be meet in effective way (Savolainen,
2012).
Moreover, the management of BA is also concerned about environmental conditions. It is
necessary for management to meet the environmental standards so that business can avoid
environmental issues and business can have impressive success. For example, the BA is focusing on
advancement of its crafts so that fuel efficiency can be increased and carbon wastage can be reduced. It
helps management in effective accomplishment of environmental responsibility.
2.1 Impact of economic systems in resource allocation
The economic system plays a key role in the resource allocation so, it is necessary for BA to
understand its impacts. Resource allocation can be classified as human capital, finance and technology.
In order to have operations in airline industry, it is necessary for the management of BA to take
permission from governance (Alcidi, 2011). Without prior permission from government the
organisation cannot perform activities in sector. Economic system is classified as traditional, market,
mixed and command economic system. In traditional system, it is essential for British Airways to
consider historical success and norms regarding social customs. In this respect, it can be said that the
changes in concept of traditional economic system can influence the allocation of resources in diverse
manner. In capitalist economic system, government does not have key role which also impacts the
operations and boosts the business opportunities. In this system, company can face issues regarding
adaptation of changes (Ghannadian, 2006).
Furthermore, free enterprise economical system is market condition in which governance
authorities does not have any control over allocation of resources. It can be said that organizations run
by people determine the way in which economy runs along with the manner in which supply is
generated. Along with that, demands that are necessary to be fulfilled are being assessed. This clearly
indicates that the resources allocation is free from governance and corporate can easily access to the
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resources. So it can be said that it is one of profit making system for business organizations.
On the other side, mixed economic system considers both economic systems that are classified
as market economic system and command economic system. As per the consideration of mixed
economic system, it can be said that British airways can have better opportunities and lead business to
impressive success (Joseph and et.al. 2013). In this support, detailed explanation can be like there are
less governance restrictions which are applied on British Airways so that they can design their policies
as per the market trends and customers’ needs. It will also amend the business opportunities and lead
business to next level.
Moreover, the transactional economical system means a situation in which business firms
produce products which can meet the objectives, needs and beliefs of customers. Large part of the
world still functions under this system in which people depend on farming. This system holds very low
level of economical resources. This kind of system is not suitable for BA because aviation firm needs
high level of resources.
2.2 Impact of fiscal and monetary policies on business organisation and its activities
It has been spotted that the monetary and fiscal policies have a great impact on the business
organisations and its operations. Federal Reserve and financial authorities have accountability to
change the supply of money in economic system and also impacts the business environment that can
create some barriers for British Airways (Shaikh, 2010). For example, the governance of UK has
increased the airport charges and taxes to boost the fiscal level of government authority. It will impact
the business of British Airways in a negative manner because it will force the organisation to pay high
charges and taxes. The advancement in airport charges and taxes will reduce financial growth and its
operations.
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On the other side, concerning the monetary policies, detailed explanation can be like business
operations can be influenced due to changes in supply of money. For example, the federal bank of UK
has increased the interest rate on bank loans and British airways is looking for business expansion for
which it needs high investment of money from banks (Arch, 2003). It will increase the operational cost
of overall business expansion projects. The changes in other monetary policies were also made during
the inflation in UK by reducing expense rate of customer. It has impacted the business of British
Airways in a negative manner and reduced the sales ratio of company as customer’s expense rate has
decreased (David, 2000).
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Illustration 1: GDP growth rate of UK

2.3 Impact of competition policy and other regulatory mechanism
It has been identified that the competition policies have great impact on the regulatory
mechanism of British Airways. So, it is necessary for the management to understand the influence of
competition policies. In this support, detailed explanation can be that European Union has introduced
various competition policies to amend the service standards so that customers can have better
experience in the competitive market (Hoffman, 2012). It is necessary for the management of BA to
follow competition policies in order to avoid legal issues.
Other than this, according to EU competition act, it is necessary for BA to have merger and
acquisition activities as per the standard framework so that equal business opportunities can be
provided to all organisations. Moreover, the enterprise act is also applicable on BA so it is also vital for
the management of BA to ensure that the training and skills policies are followed in a correct manner
(OECD, 2000). It is also essential to ensure that operations of BA are not having any kind of employee
discrimination so that businesses can overcome issues.
Furthermore, the management of BA also need to ensure that all standards of civil aviation
authority are being followed by the organisation in order to manage the air traffic (British Airways
Annual Reports, 2010). If organisation will not follow all the regulations in a decent manner then it can
face some issues which can impact the business and its operational activities in a negative manner.
TASK 2
3.1 Role of market structure in determining pricing and output decision of company
The market structure plays a key role in determination of pricing and other decisions of British
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Illustration 2: Population growth rate of UK

airways. In this respect it can be said that the market structure is classified as monopoly, monopolistic
and oligopoly (Hoffman, 2012). If BA is operating business in monopoly market then organisation can
decides the price of its services as per company’s needs because there are no competitors which are
available in the market. In this situation, company has total control over the market so that they can
take decisions as per the organisational needs.
On the other side, in monopolistic market condition, organisation faces moderate level of
competition as numbers of competitors are operating in the same market. In this, it is necessary for the
management of BA to decide the pricing of services as per the consideration of competitor’s policies
pricing (David, 2000). If its competitors are increasing than pricing of its services, at that time, BA can
also increase prices but less as compared to competitors. In this, number of producers sells products
that are differentiated from one another.
Moreover, perfect competition means a market condition in which organisation faces high level
of competition as numbers of competitors are operating in the same market. In this, it is necessary for
business organisation to ensure that the pricing is set as per the market conditions so that effective
pricing can be decided. In this, entry of new business threat is very low because there is already
number of organisations which are operating in the same market. Other than this, duopoly is another
market structure which can be defined as the most basic form of oligopoly. This kind of market is
dominated by few numbers of companies. This market structure also has direct impact on the
monopoly market so it is necessary for the management to have improved focus on the key aspects of
all market structure.
Furthermore, Oligopoly market structure means few numbers of sellers are present in market
but buyer’s ratio is very high. It has been identified that UK aviation market is oligopoly so
organisation must take decisions by considering customer’s needs and competitor activities as well
(Arch, 2003). It will boost the business opportunities and attract more customers towards business.
3.2 Ways through which market forces shape organizational responses
It has been spotted that in current market scenario customer has become smart and their key
expectations are to attain premium products and services at very low cost. It is one of key challenge for
aviation industry to maintain balance among expense and income. In this respect, it can be said that the
changes in demand and supply ratio forces British Airways to have modifications in its operational
activities (Shaikh, 2010). If demand is high then, organisation can charge high from its consumers as
they are ready to have services at any cost in the scenario. It will also amend the profit margin ratio of
organisation and lead to impressive success. For instance, the market economical conditions has
changed and customers are investing less on airline facilities it means it is necessary for management
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of BA to have reduction in pricing of its products and services so that customer pricing needs can be
meet with motive of effective sustainability.
Current market conditions are also facing key issue of rapid changes in technology which also
impacts the business of organisation. For example, if new technology is introduced in market to reduce
the fuel consumption of aircraft then it is necessary for British Airways to focus on adapting new
technology (Joseph and et.al., 2013). It may also amend the expense of organisation and may lead to
decrease the profit margin ratio. Furthermore, customer perception also plays a key role in the success
of British Airways. So, it is also necessary for the organisation to focus on customer needs and
expectations to meet the success standards. If organisation will not have operations as per the changes
in customer needs then company may face some failure issues (Ghannadian, 2006). Detailed
explanation can be like social needs of UK market has changed but the management of BA is still
operating its business with its old traditional techniques. In this condition, the business can have
decrease in its sales because the needs of customer have changed which cannot be fulfilled by old
products. It means that it is necessary for the management to have modifications in services as per the
customer perception and changes in needs in order to have effective sustainability.
3.3 Business and cultural environments impact on shape the behaviour of the BA
As organization is functioning in number of nations so it is necessary for the management to
focus on diverse culture so that business activities can be managed in an effective manner. It has been
identified that, the British airways consist of employees who belongs to diverse nations and cultures
(Alcidi, 2011). As company is operating its business in diverse nations so it is necessary for the
organisation to follow rules and regulations of diverse nations. If management of BA will not consider
the culture and regulations of diverse nations then company can face issues regarding legal and cultural
aspects. For example, BA is operating its business in diverse nations which means company needs
prior permission of local authorities to have business in particular nation. If company will start its
airline services without any consideration of legal aspects then management will face number of legal
issues which will have direct negative impact on the operational activities of business.
The taxation policies and economic conditions of diverse nations are also differed so it is also
necessary for the management of BA to consider various economic conditions and taxation policies of
the nation (Savolainen, 2012). For example, UK is facing issues regarding inflation that means it is
necessary for company to cut down the prices of its products and services so that organisation can
sustain in the competitive market.
Furthermore, it has been spotted that the British airways consist of employees from diverse
nations and cultures and it is one of most critical aspect for the organisation. This indicates that, it is
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necessary for British airways to follow ethical aspects effectively so that cultural differences can be
managed effectively and lead business to impressive success (Daft, 2009). For example, the employee
is facing discrimination issues due to differences in cultural aspects and he has complained the UK
governance authority about the discrimination activities. It will impact the brand image of company
and lead to some legal issues. So, it is necessary for the management to have effective consideration of
all business and cultural accepts for better success.
Pest analysis
Political factors: There are number of global political factors which can impact the operations
of BA. In this, it is necessary for the management of BA to consider the changes in laws, taxes and
political factors because it has some influence on business organisation. In this, the changes in political
relation of UK with other nations can also affect the overall performance. For example, UK
governance is not having good relation with political aspects of Ukraine. It will influence the
operations of BA in a negative manner while they are operating in Ukraine.
Economical: It also has great involvement in operations of every organisation so it is necessary
for the business firm to focus on economic factors. In support of this, detailed explanation can be that
the income level of people and economic condition of diverse nations also has great impact the
operations of BA. For example, BA is operating its business in India but Indian economy is facing
some issues regarding recession. In this, it is necessary for the management to cut down the cost of
services so that business can have sustainable growth.
Social: It has been identified that BA is mainly focusing on travellers who are looking for
holiday services and business trips. While operating in international market, it is necessary for the
management to ensure about their perception and needs so that business can have impressive success.
If organisation will not provide services as per the social needs of people, business can face some
critical issues. Social standards need to me maintained in order to have better opportunities.
Technological: Technology plays a key role in success of every organisation. In this respect, the
management of BA is also looking forward towards technological advancement so that operations can
have effective development. If new technology regarding aviation and booking of ticket has introduced
in the international market then it will influence the overall business of BA. It will force management
to have investment on technological up gradation in order to have better opportunities.
Legal: In order to have effective accomplishment of goals, business firm needs to follow
regulations of diverse nations and then company can face issues regarding legal and cultural aspects. In
this, company needs to consider civil aviation policies and other regulations that can influence
business. Avoidance of these aspects in international business can impact business in a negative
manner.
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Environmental: Every nation has different environmental policies so, it is necessary for
business to follow environmental policies in an appropriate manner to meet the final goals. If company
will not follow environmental standards of a nation then management can face some critical issues.
4.1 Significance of international trade to UK business organizations
In the above task it has been spotted that the British airways is operating its business in diverse
nations which amends organisational opportunities. In the respect of international market it can be said
that flow of capital, finance and technology are key essential factors of market. It facilitates the
organisation to improve its operational activities and lead business to impressive success (Adler, 2007).
Improved flow of capital helps in effective management of fiscal aspects and increases revenue of
business. It also amends the international business opportunities by focusing on import and export
policies. Company can expand business in diverse nations and lead business to the next level. The
taxation relaxations and less tariff barrier also provides better opportunities to business while
expanding in international market (McGovern, 2014).
In support of this; detailed explanation can be that WTO also has a great impact on the work
culture of BA. It provides various rules which enhance the fair trade system in international market. It
also provides better opportunity to have advancement in income ratio which also enhances the other
development opportunities for BA. It also allows business organisation to follow basic principles of
business which make trade actions more efficient. Moreover, the improved focus on WTO also
provides wide range of choices in context of products and its quality. For example, WTO has
introduced a new policy that all aviation organisations need to provide organic food for better health
and hygiene services. It means it is necessary for the management of BA to follow newly introduced
law so that quality of services can be enhanced. It will also facilitate in reduce various legal issues
which can impact the overall performance.
British airways can also generate high revenue by expanding its business in international
market. It also provides better opportunity to use new technological tools that can amend the growth
ratio of business (Fernando, 2011). It also provides information about various social-cultural aspects
which helps in better understanding of customer needs that belongs from diverse nations. It also
provides some ways to have effective allocation of resources and reduces the expense ratio.
4.2 Impact of global factors on UK business organisations
British Airways is one of key the participants of international airline market and there are
number of global factors that have some impact on company’s operations. The classification of factors
can be as international competition policies, competitive advantage, strategic alliances, export and
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import policies, etc (Freeman, 2010). It is necessary for the management of BA to ensure that EU’s
competition policy is being followed by organisation in order to meet the international standards. If
company is involved in any violation of EU policies then, it will affect the business in a negative
manner and lead to various legal issues.
Other than this it is also essential for BA to make sure that all safety measures are followed
which are issued by International Aviation Organisation. If organisation fails to meet the safety
measures then it will have a direct negative impact on its operations (Jennings, 2010). The prices must
be settled according to global economic system so that company can have sustainable growth.
Improved focus on economic conditions and customer needs will also enhance the business
opportunities of British Airways (Wellington, 2000). Furthermore, environmental aspects also need to
be considered by organisation to avoid negative impact on the business operations.
4.3 Impact of policies of European Union on UK Business Company
European Union policies are formed to amend the business opportunities for organisations and
to protect rights of customer. There are number of policies which are formulated by EU such as
consumer protection act, climate act, trade act, etc (Reese, 2003). Other than this, EU has also
developed some policies to have effective regulation consideration in business such as employment
policy, taxation, etc. In this respect it can be said that, it is necessary for British airways to consider the
consumer protection act in its operations. Company must ensure that the company is providing high
quality services at correct price without any violation of act (Malhotra, 2010). If food and other
services of airline firm are not according to the standards then company can face some legal issues that
may affect the organisational operations.
In support of this, it can be stated that antitrust policy is another regulatory which is introduced
by EU to have better control on the overall operational process of business organizations. It is a
legislation which relates with the diverse operational activities of organization. It ensures that the rival
firms who are operating in the same market are not having any unethical activity which can influence
the operations of BA. It is necessary for the business organization to ensure that any operational
activity is breaking the trust of various stakeholders in terms of prices, quality and other such features
with their products. Food and Safety policy is also one of the EU legislations which ensure about the
functioning of business organizations in context of food and safety. It states that high level of food
safety must be ensured by companies during their manufacturing process. It is necessary for BA to
provide food services as per the EU standards in order to meet the objectives. It may enhance the short
term cost of operations but also provides better opportunity to gain competitive advantage.
Moreover, it can also be said that the BA can focus on various policies of EU to amend the
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work culture effectiveness. Management of BA can formulate number of policies and work place
standards as per the consideration of guidelines which are provided by EU. It will facilitate the
business firm to meet the standards of EU as well as to gain better competitive advantage.
Other than this, taxation policies are formed to ensure that all business organisations are
providing correct taxes to governing authorities in the desired time period. The tax and trade policies
also facilitate business to have its operations in an effective manner and provide various business
expansion opportunities (Greenwood, 2010). The civil aviation law make sure that the companies are
using correct machines and aircraft that cover all safety measures and reduce the carbon emission. It is
necessary for the management to follow all these policies for effective operations and impressive
success.
CONCLUSION
As per the above study, it can be concluded that business environment is all about study of
various internal and external factors that have a direct or indirect impact on the operational activities of
any business. It has been spotted that British airways is operating its business in diverse nations so it is
necessary for management to consider the various global factors such as culture, economy, etc.
Another detailed evaluation can be like EU policies also have direct impact on the operations of BA so
management must follow all the policies for impressive success.
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