A Case Study: Impact of Globalisation on British Airways' Functions

This report investigates the impact of globalisation on British Airways, a major player in the airline industry. It begins with an introduction outlining the research overview, background, and rationale, followed by a literature review that examines marketing strategies, financial costs of marketing and advertising, and British Airways' market share. The research methodology, including the "Research Onion," is discussed to explain the chosen methods. The report then analyzes the data and interprets the findings, leading to research outcomes and recommendations for improving marketing policies and strategies. The conclusion summarizes the key findings, and the report includes references to support the research. The study aims to provide insights into how globalisation affects business functions and offers recommendations for British Airways to enhance its market position and adapt to the changing global business environment. The report highlights the importance of understanding consumer behavior and implementing effective marketing strategies.

Assignment

Table of Contents
TITLE..............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Research overview......................................................................................................................1
Background of research...............................................................................................................1
Rationale of research...................................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................8
CHAPTER 4: DATA ANALYSIS AND INTERPRETATIONS.................................................11
Data analysis.............................................................................................................................11
CHAPTER 5: RESEARCH OUTCOMES....................................................................................23
Covered in PPT ........................................................................................................................23
CHAPTER 6: REFLECTION & RECOMMENDATION FOR ALTERNATIVE RESEARCH
METHODOLOGY........................................................................................................................23
Reflection:.................................................................................................................................23
Recommendation:.....................................................................................................................23
Recommendation for alternative research methodology:.........................................................24
CHAPTER 7: CONCLUSION......................................................................................................25
REFERENCES..............................................................................................................................26

TITLE
“To investigate the impact of globalisation upon the fuctions of business organisation”. A
case study on British Airways
CHAPTER 1: INTRODUCTION
Research overview
Globalisation is the process under which business can operate at international level.
There is integration of individuals, groups, organisations, etc. so there is political interference as
well. This process is not easy because there is requirement of proper planning related to human
resources, finance, etc. are done. In order to expand business success, angers has to collect
proper about particular geographical region (Ahmed, 2013). Such as culture, trends, political
values, tax and laws, etc. This is the best way to know what changes are specific and important
in context of changing business environment. At global level, there is difference in trends as per
change in geographical region. This research is based on British Airways flag carrier airline in
UK. This is second largest organisation providing air ways services in different parts of country.
British Airways offers air ways services at lower cost with extensive global route through
different centrally located airports. In this investigation, there is discussion about impact of
internationalisation on business operations of British Airways.
Background of research
British Airways is the organisation which operates at global level. There are many
organisations which are working in similar sector, so it is important to understand changes
happening in industry and conduct operations in effective and better manner. As there is much
competition at global level, so it is essential to make business activities dynamic through which
they can accept challenges at global level. There are different departments at British Airways
such as research and development, marketing, customer service, production, HR, technical
department, etc. With operating at international level, there are some changes which are specific
and relevant in context to provide best services to consumers. There is positive impact on
business functions of British Airways because they are able to get vast area for collect resources.
Marketing activities gets changed because new and innovative methods has to be considered. As
per change in geographical region, different marketing strategies has to be considered as per
target consumers (Aliyu and Tasmin, 2012). Cost of marketing and adverting has to considered
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and accordingly budget for it will set. This assist in improving market share of British Airways
in industry and gives positive impact on growth and development of association.
Rationale of research
The rationale behind conducting this investigation is to have knowledge about impact of
globalisation on business operations. With conducting this investigation, if researcher or reader
wants to expand their business then they enhance knowledge about change in business activities.
This investigation improves data collection and investigation skills so researcher can conduct
investigation in future properly. As in current market, there is trend of globalisation of business
operations, so it is easy to collect information. Researcher have interest in topic globalisation, so
they make this research interesting. Reader is able to enhance knowledge about working style of
different departments at global level (Ariely, 2012).
Research Aim
“To investigate the impact of globalisation upon the fuctions of business organisation”. A
case study on British Airways
Research Questions
What are the impact of globalisation upon the fuctions of business on British Airways?
Research Objectives:
 To study effectiveness of current marketing strategies of British Airways.
 To analyse financial cost of marketing and advertising of British Airways
 To understand current market share of British Airways in the airline Industry. To make recommendations to improve marketing policies and strategies of British
Airways.
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CHAPTER 2: LITERATURE REVIEW
A literature review is an in-depth and critical evaluation of previous study. It is a synopsis
and summary of a specific area of investigation. In simple word, it introduces as a systematic,
effective, explicit, reproducible and useful method for understanding, analysing and synthesizing
completed work produced by scholars, practitioners and researcher. Main purpose or intent of
conducting literature review is to identify inconstancies, conflict and gaps in previous
investigation. It is a main section of research in which each objectives of research will be
addressed. For this, different authors, writers and scholars have to give their opinion about the
role of globalisation in driving business success and growth at international level.
Effectiveness of current marketing strategies of British Airways
Marketing refers to the process of management through which knowledge about goods
and services can communicate to consumers or society. There are four main concept of
marketing i.e. 4 P's. They are product, price, place, promotion. It is essential for managers of
British Airways to consider it and then perform activities in better and effective manner. There
are three different marketing strategies i.e. product, pricing and promotion strategy (Asim, 2013).
Product Marketing Strategy
As per this method, British Airways plans to manufactures its services to consumers
directly. With this method it is easy to understand reaction of consumers and then there is
positive impact on growth and development as well (Bock and et. al., 2012). British Airways
serves to consumers by providing airline services, so they are providing intangible services to
society. There are different factors which affects satisfaction is quality of services. There are
different consumers having different demands, so in this case managers of British Airways has to
understand in better and effective manner. According to Sujan Patel (2019) In this strategy, there
is requirement of three important factors i.e. people, message, audience, product, promotion and
analysis.
With this marketing strategy, managers of British Airways are able to provide customised
services to consumers. There are some consumers who requires some specific services such as if
consumers do reservation in business class, then there is requirement of business type magazines
or newspaper.
Pricing Marketing Strategy
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There is specific price which is charged from consumers in consideration of services they
avail. There are different types of pricing strategies such as premium pricing, medium pricing,
low pricing, etc. As there are many organisations dealing in same service sector, so cost has to be
estimated as per consumer type.
Promotional Marketing strategy
With promotional marketing strategy, there is requirement of advertisements to make
society aware about different services offered by British Airways. There must use of different
social media medium through which consumer base can improves. At the time of vacation, there
must more discount offers. This improves brand image of British Airways in industry and
consumers are ready to avail services (Chen, 2012).
From all of the above discussed marketing strategies promotional strategy is best because
this creates awareness among people and provides knowledge about new services in market. This
strategy is time as well as cost effective which is positive for British Airways.
Financial cost of marketing and advertising of British Airways
There is requirement of some specific budget for promotion and marketing of services in
industry. Marketing manager of British Airways has to finalise activities of marketing which
assist accounting department to finalise marketing and advertising activities. According to Laura
Woods (2019) There are different ways of marketing and adverting to communicate with
consumers such as social media, unique advertisements, paid promotions, promotion through
ambassador, etc. This requires some financial cost which is essential for British Airways to
expand and make long term existence in industry. There are many organisations such as TUI,
Easy Jet, TRavelodge, Virgin holiday, etc. so managers of British Airways has to make new and
innovative advertisements targeting segment of consumers. In older days, there was
advertisement on television and radio, but these measures not not in trend in current industry.
These days, there is requirement of press advertisement as well because people compare
by collecting and getting influence through it. British airways spend around £5.5m on marketing
and advertisement because this is the way through which information about different offers,
services can be communicated to consumers (Dunning, 2014).
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(Source: Costs of advertising and promotion United Kingdom (UK) airlines in 2014/15 (in 1,000
GBP), 2018)
As per above graph, it is clear that in UK out of many airlines company British Airways
is the one who invests for marketing and advertising expenses. These days demand of consumers
are changing with frequent speed, so it is important to consider changes and then promote it
among consumers. Managers of British Airways have mindset that if they invest more for
marketing, then return will in the form of sales and revenues.
Current market share of British Airways in the airline Industry
Marketing share refers to the portion of whole industry covered by particular
organisation. Market share is the important section because this provides complete information
about consumer faith in brand and loyalty to avail services from it. In order to build and improve
market share managers of British Airways has to understand specific changes happening in
industry and then implement to workplace (Evans, 2012). Sometimes, there is issue to consumers
of British Airways, so in responsibility of mangers to resolve it and revert back to consumers.
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Illustration 1: Costs of advertising and promotion United Kingdom (UK) airlines in 2014/15 (in
1,000 GBP)

This makes personalise relations with them. According to David Casey (2019) British Airways is
the largest organisation providing airline services. This organisation provides international and
domestic flights to consumers. Its main hub is at London Hathrown Airport and London Gatwick
Airport. This association was merged with Iberis and gets position of third largest airlines
company.
(Sources: Top European airline routes, 2019)
In London out of total market share approximately 41% is with British Airways, so it has
vat range of consumers which assist in making long term relations with it. In 2018, there was
around 46 billion passengers availed services from this organisation and revenue earned is
around 13 billion British pounds.
Recommendations to improve marketing policies and strategies of British Airways
There are some recommendations for British Airways through which they can improve
effectiveness of their marketing activities. It is important to communicate about new services
which is specific and relevant in impressive manner. Some recommendations for British Airways
are as under-
 There must be creative marketing strategy through brand ambassador social media
marketing because if company use some fame person, then his/ her followers will follow
the trend (Hartman and Darab, 2012).
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Illustration 2: Top European airline routes

 There must be some specific benefits as per offers such as at the occasion of women's
day, there must be some discounts or benefits on bookings of women. This leads to give
promotion to seasonal discounts in order to improve sales and revenue of British
Airways.
 Actual services of British Airways must not misleading as comparison to advertisement
because this gives adverse impact on growth and development of association. If services
are not up to the mark, then consumers are not ready to avail services again (Kosmützky,
2012).
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CHAPTER 3: RESEARCH METHODOLOGY
Research methodology refers to the process under which different tools and techniques
are examined. In this chapter there is discussion about “Research Onion” which is a framework
to have complete information about research techniques (Liang, Ren and Sun, 2015). With this
reader is able to know about different methods considered in conducting investigation and get
justification about it. Some research techniques are discussed as under-
(Source: Research Onion, 2018)
Research Philosophy- Research philosophy refers to some specific belief and
understanding which depends on understanding nature of topic which has to be investigated.
There are three types of research philosophy i.e. positivism, interpretivism and pragmatism. In
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Illustration 3: Research Onion

this investigation, interpretivism philosophy is used because this makes justification of views
collected through qualitative methods.
Research Approach- This is the aspect which provides knowledge about code of
conduct and aspects covered for conducting investigation and getting correct and relevant
outcome. There are two types of research approach i.e. inductive and deductive approach. In this
investigation, inductive approach is used because this is suitable with qualitative research
method and this focus on every small and single aspects (Lingard and Sellar, 2013).
Research Methods- In order to make investigation in professional and relevant manner,
there are two methods for conducting investigation i.e. qualitative and quantitative method. In
this study, qualitative method is used. This is the method under which information is presented
through graphs and charts. This method assist in knowing reasons and opinion behind specific
topic. So justification is provided on impact of globalisation on different organisational
functions.
Research Deign- Research design refers to specified format in which study is done.
There are three types of research design i.e. exploratory, experimental, descriptive. In this
investigation, descriptive research design is used because this provides complete information in
detailed format so it is easy to know about different observation and behaviours while
conducting study (Ramaswamy, Li and Petitt, 2012).
Source of data collection- Data collection refers to the method to gathering information
about investigation topic and making conclusions and recommendations over it. There are two
methods of collecting information from different sources i.e. primary and secondary information.
Primary sources is the method through which fresh and one data can be gained. Information from
this source is more specific and relevant because collected through individuals who have
knowledge about it. Questionnaire, focus group, personal interview, etc. are some methods
which are used to collect primary information. In this study, questionnaire is used. Questionnaire
refers to the method under which some specific questions are asked about topic with respondents
(Rod and Ashill, 2013).
While secondary source of information refers to the method under which data is collected
through online sources, books, journals, etc. which are related to topic. It is important for
researcher to collect information from authentic and related sources. In order to make this
research relevant and absolute, both the methods are used to collect information.
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Sampling- Sampling is the method through which some specific candidates are selected
for the purpose of taking their views. This is because it is not possible for researcher to collect
views from whole population. There are two methods of sampling i.e. probable and non probable
sampling. In this simple random sampling is used to collect data as part of probable sampling. 40
employees of British Airways are selected for the purpose of collecting primary information.
Time horizon- Time horizon refers to the time within which investigation is estimated to
complete. There are two types of time horizon i.e. cross sectional and longitudinal. In this study
cross sectional investigation is used under which time to complete specific activity is decided
earlier (Shahbaz and et. al. 2016).
Research ethics- there are main three ethical considerations which has to be considered
while conducting investigation i.e. confidentiality, anonymity and informed consent. These
ethical consideration are considered to get bias free information. Confidential information is
collected by maintaining identity of respondents confidential. Anonymity is maintained by not
linking primary data respondents with conclusion and recommendations. Consent of respondents
is free from any pressure so they give their own view knowing reason behind conducting
research.
Research limitation- there are two types of limitation while conducting investigation i.e.
time and cost. In this study of globalisation, there is limitation of cost. As per researcher view,
estimation of budget for conducting investigation is less. So investigator is not able to collect in-
depth information (Shen, Wang, Lo and Shum, 2012).
Research reliability and validity- This investigation is reliable and valid because
secondary information is collected from authentic sources. Primary data is reliable and collected
by researcher only. Tools and techniques of research are properly analysed to this study valid and
reliable for future use.
Research budget- there is requirement of some specific resources such as stationery,
internet connection, library membership, magazine, newspaper, etc. So there is requirement of
some specific budget i.e. £ 300.
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