Effectiveness in Business World: Portfolio (EBWO3001) - Spring 2018

This portfolio provides a comprehensive overview of business effectiveness within the context of a hypothetical coffee shop venture. It covers key aspects such as describing the nature of the business, analyzing the advantages and disadvantages of business ownership, and applying PESTEL analysis for strategic planning. The portfolio further explores the impact of globalization, the integration of technology to improve operations, and the importance of understanding and attracting customers. Additionally, it delves into the role of ethics in business and provides examples of how to treat staff ethically. The student uses the EBWO3001 course framework to address learning outcomes related to organizational understanding, operational analysis, consumer needs, and interlinked business issues.

Spring 2018 Portfolio
Effectiveness in the Business World
(EBWO3001)
Student Name:
Student Number:
Lecturer Name:
EBWO3001 | Effectiveness in Business World 1
Assessed Learning Outcomes:
1. Demonstrate an understanding of the concept of the organisation and the
environment in which it operates, including determining the competitive
advantage for an organisation.
2. Identify and analyse organisational operations, responsibilities
3. Discuss the needs of the consumer and people who work in a business.
4. Recognise a range of issues related to business and how they interlink.

As a requirement for the completion of this portfolio, you should first decide
on a type of business you have or would potentially like to start up in the
future (e.g. restaurant, shop, service etc.). Your answers to the tasks below
will relate to this business.
Tasks Contents (350-400 words per task) Page
Learning
outcomes
Task 1 a. Briefly describe the nature of business you
have or might like to have in the future.
b. What are the advantages and disadvantages of
owning your own business?
c. In what ways could PESTEL be useful in
planning your start-up business?
3 LO1/4
Task 2 a. In what ways can ‘globalisation’ have an
impact on your business? Discuss two
examples.
b. What suitable technology would your business
use and how would it improve the operations
of the business?
4 LO1/2
Task 3 a. Briefly identify who your ‘customer’ is likely to
be. Why is it important for a business to
understand its customers?
b. Describe TWO ways in which you might attract
more customers to your business.
5 LO1/3
Task 4 a. What is the role of ethics in business?
b. With examples from other businesses, describe
how your business can treat its staff ethically.
6 LO3/4
References 7
Total word limit: 1500 words(+/- 10%)
EBWO3001 | Effectiveness in Business World 2

This portfolio is a working document that MUST be completed over the 10-week course.
By the end of the 10-week course, you should have completed 4 tasks. You will also be
required to work on your portfolio during your weekly tutorial sessions.
ASSESSMENT – PORTFOLIO
Week Task 1 Learning
Outcomes
Week
2-3
a. Briefly describe the nature of business you have or might
like to have in the future.
b. What are the advantages and disadvantages of owning
your own business?
c. In what ways could PESTEL be useful in planning your
start-up business?
LO1/4
Your answer should go in the box below.
EBWO3001 | Effectiveness in Business World 3

a. A coffee shop will be located in the heart of Glasgow city which will be a friendly,
pleasant place for the coffee lovers of the city. The coffee shop will be offering
international flavors of coffee. Along with that, the atmosphere of the coffee
shop will be structured in a way that it gives visitors a relief from the hurly-burly
of the city life. The entire café will be decorated with potted plants and heritage
furniture. The coffee shop will have a place where people can take good pictures
and can cherish their visit to the café. The coffee shop will be well-organized with
trained staffs so that they will be able to achieve customer satisfaction. In
addition to coffee, healthy beverages will also be provided by the coffee shop
keeping the market trend in mind.
b. Being a business owner is rewarding as well as hectic at the same time. Certain
advantages of business ownership are there:
Independence: a business owner is not liable to answer to anyone; he or she can
make decisions independently for further success of the company (Bryman and
Bell 2015).
Financial rewards: Business ownership gives an opportunity to earn more
money, but then the business strategy has to be done applied effectively.
Along with advantages, business ownership also has some disadvantages:
Financial risk: A business owner generally does not get a fixed income as ups and
downs are common in business (Goffee and Scase 2015).
Commitment towards employees: In spite of loss, owing a business demands
paying its employees on time.
c. PESTLE analysis is the critical analysis of political, economic, social, technological,
legal and environmental impacts on business. The importance of PESTLE analysis
includes understanding the business environmental change and then in planning
the market strategy accordingly (Newton 2014). It is an important tool that helps
in identifying the measures to be taken before starting a new business. By
conducting PESTLE analysis a business owner learns about the all major factors of
the existing business environment so that it can target the right group of
customer in order to make its business successful. Through analyzing the
essential factors that impact a business can be beneficial in understanding the
customer requirement in the industry. The result of PESTLE analysis helps the
business analysts in conducting SWOT analysis, which is the internal business
environment analysis.
Week Task 2 Learning
Outcomes
EBWO3001 | Effectiveness in Business World 4

Week
4-5
a. In what ways can ‘globalisation’ have an impact on your
business? Discuss two examples.
b. What suitable technology would your business use and how
would it improve the operations of the business?
LO1/2
Your answer should go in the box below.
a. Globalization in business alludes to the change of the business environment.
Globalization mainly include integration of business culture, international
business process, technology adoption in business and so on (Dunning, J.H., 2014).
Impacts of Globalization on business
Globalization has positive as well as negative impacts on business. Following are
the positive impacts on business:
Extended market: Entering into the international market means a company can
reach out to more customers (Dunning, J.H., 2014). Price also differs according to
different countries. It has been observed that, when a company sells both in the
national market and in the international market, ususlly, the profit they gain
from international market is higher than the price of national market.
Foreign investment: Globalization increase the opportunities of foreign
investment for a company. According to the market observation, companies that
are spread internationally are able to pull more investors than the companies
limited within their home country.
Cross-cultural effect: organizations, which trade across the national boundaries
modifies and expand their product range keeping the cross-cultural aspect in
mind. This way, the companies can gain more profit at they offer variety of
products as per different countries.
The negative impacts of Globalization on business include the following:
Price fluctuation: As the price differ country wise, the profit margin of a
company that trade over international barriers, gets affected if the company
does not achieve its desired margin of sales.
Legal effects: In case of any disaster in terms of legal issue happen. the company
largely gets affected (Dunning, J.H., 2014).. Legal issues play a major role in
decline of the market position of any company. If the company is alleged with
any complaint and then if it is proved, the company can loss a huge number of
customers as well as its reputation.
b. The coffee shop will use different technologies in order compete in the market.
EBWO3001 | Effectiveness in Business World 5

Below mentioned are the technologies will be used by the coffee shop.
 Technology based brewing machine will be deployed in the coffee shop in
order to produce coffee without letting its customers waiting.
 The coffee shop will use social media networking sites to keep its
customer engaged and will also allow them to give feedback of its
products.
 The coffee shop will register itself in some renowned applications of
search and discovery of restaurants and cafes in order to promote itself.
Week Task 3 Word
Count
Learning
Outcomes
Week
6-7
a. Briefly identify who your ‘customer’ is likely to
be. Why is it important for a business to
understand its customers?
b. Describe TWO ways in which you might attract
more customers to your business.
5 LO1/3
Your answer should go in the box below.
EBWO3001 | Effectiveness in Business World 6

a. The coffee shop will target the people of all ages. Hence, the campaigning will be
age orientated (Quatse et al. 2013). Separate market plans for each group age. For
e.g. the campaigning will be structured in a way that the teenagers are inspired
to visit the coffee shop, where they will get beverages at reasonable price.
Primarily the target will be residents of Glasgow city. Secondary target will be the
tourists, where they can get all the flavors of coffee across the world under one
roof. While most of the coffee houses focus on teenagers, the coffee shop will
target the middle aged and older people along with teenagers.
Knowing the customer of any business is the core factor to make the business
successful. Clear understanding of the requirement of customers makes an
organization eanble to offer that particular product or service to its customers.
Therefore, the purchasing behavior of customers is essential before starting a
new business, so that the company can address the exact requirement of the
customer. It also help the company to understand the market requirement so
that it can plan accordingly.
b. In order to attract the customers the coffee shop will held different promotional
campaigns. The promotional campaign will be divided in two parts Firstly, it will
be carried for 8 months and then after a follow up and depending on the funds,
the second phase will long for 4 months (Baker 2014). Both traditional and social
media marketing strategies will be taken to promote the company. The purpose
of the campaign will be to inspire the people of all ages to visit the café.
As part of the social media marketing, some campaigns will be done over the
social media sites like Facebook, Twitter, Instagram and so on (Baker 2014). By
using these social networking sites the company not only will be able to reach
out to more people in a short time span but also can be the engaging content of
social media marketing will inspire the customers to visit to the coffee shop.
The traditional marketing strategy will also be held along with the social media
marketing. The traditional media marketing will include advertisements over
newspapers, televisions and other traditional medias ((Baker 2014).
Advertisement agencies can also be hired for this purpose.
EBWO3001 | Effectiveness in Business World 7

Week Task 4 Learning
Outcomes
Week
8-9
a. What is the role of ethics in business?
b. With examples from other businesses, describe how your
business can treat its staff ethically.
LO3/4
Your answer should go in the box below.
a. Ethics play a major role in business. Business heads takes important decisions
for the noble purpose of the business reflects the culture of that company.
Therefore, it can be ethical judgments should be taken by the business
individuals so that the reputation of the company does not get hampered
(Crane and Matten 2016). Beside directors or mangerisl heads, employess
themselves should behave ethical in order to improve the culture of the
company. Ethical behaviors therefore is able to bring these below mentioned
benefits for organizations (Crane and Matten 2016).
 Ethical behaviors of a company pull more customers in order to buy the
product of the company and therefore the sales and profit margin increase as
well.
 Ethical judgements taken by the business heads boosts employee retention in
the company.
 Employee retention shows that the employees are being motivated to stay and
work with the company, which in turn results the more productivity.
 It has been observed that people tend become employee of such a company,
which has been making ethical judgemnets towards the company.
In contrast to ethical behavior, unethical behavior makes the company to
incapable to retain its position in the market.
b. Maintaining ethical preinciples in a company is important for both the
company and its employees. There are few ways through which the coffee
shop can treat its employee ethically.
 Paying the employees timely and fairly will be the primary aim of the company
as part of ethical treatment towards its employee (Frisch and Huppenbauer
2014). For instance, Company like Cadbury has been raetinng its position in the
market successfully by paying its employee decent wages on time.
 Healthy working environment with lack of discrimination among the
employees will be another core factor that the coffee shop will provide in
order to remain ethical to its employees (Hassan et al.2013). The coffee shop
EBWO3001 | Effectiveness in Business World 8

will build trust among the employee with its hierarchy so that the coffee shop
can pull further workforce.
 The coffee shop will encourage its employee to behave ethical with each other
in order to maintain a healthy environment to work. Another r instance can be
given that Google in its all offices across the world, undertake different
motivational strategies so that its employee behave ethical towards each
other.
References:
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Bishop, W.H., 2013. The role of ethics in 21st century organizations. Journal of Business
Ethics, 118(3), pp.635-637.
Bryman, A. and Bell, E., 2015. Business research methods. Oxford University Press, USA.
Burns, P., 2016. Entrepreneurship and small business. Palgrave Macmillan Limited.
Cavalcanti, M. (2014). Coffee Clusters in Brazil. International Journal of Research in
Business and Technology, 4(3), 502-509.\
Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and
sustainability in the age of globalization. Oxford University Press.
Dunning, J.H., 2014. The Globalization of Business (Routledge Revivals): The Challenge of
the 1990s. Routledge.
Elder, S. D., Lister, J., & Dauvergne, P. (2014). Big retail and sustainable coffee: A new
development studies research agenda. Progress in Development Studies, 14(1), 77-90.
Frisch, C. and Huppenbauer, M., 2014. New insights into ethical leadership: A qualitative
investigation of the experiences of executive ethical leaders. Journal of Business
Ethics, 123(1), pp.23-43.
Goffee, R. and Scase, R., 2015. The Real World of the Small Business Owner (Routledge
Revivals). Routledge.
Guerci, M., Radaelli, G., Siletti, E., Cirella, S. and Shani, A.R., 2015. The impact of human
resource management practices and corporate sustainability on organizational ethical
climates: An employee perspective. Journal of Business Ethics, 126(2), pp.325-342.
Hassan, S., Mahsud, R., Yukl, G. and Prussia, G.E., 2013. Ethical and empowering
EBWO3001 | Effectiveness in Business World 9

leadership and leader effectiveness. Journal of Managerial Psychology, 28(2), pp.133-146.
Newton, P., 2014. What is the PESTLE Analysis?.
Quatse, J.T., Karhinen, A. and Wasserman, E.G., YOU Technology Inc, 2013. High-precision
customer-based targeting by individual usage statistics. U.S. Patent 8,412,566.
Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach.
John Wiley & Sons.
YESHU, M., 2016. ROLE OF ETHICS IN BUSINESS.
End of Portfolio
EBWO3001 | Effectiveness in Business World 10