Integrated Case Study 2.0: Age UK's Strategic Challenges and Solutions

This integrated case study focuses on Age UK, a leading non-profit organization in the UK, and its strategic responses to challenges, particularly those arising from Brexit. The report analyzes the strategic issues, including the impact of Brexit on labor supply, costs, market access, and potential sexism in the workforce. It further explores internal and external challenges faced by Age UK through SWOT and PESTLE analyses, covering political, economic, social, technological, legal, and environmental factors. The study highlights solutions implemented by Age UK, such as employee benefits, resource diversification, technological advancements, and leveraging NICE guidelines. Finally, the report discusses the implementation of these solutions and their effectiveness in addressing the identified challenges. Desklib offers a wide range of solved assignments and past papers for students.

UNDERGRADUATE MAJOR
PROJECT INTEGRATED CASE
STUDY

2.0 SUMMARY
Project integration is defined as the part of managing a task or project that aims at smooth
working of that with proper utilization and co-ordination of given elements of work. For
improving and making every assignment complete many firms adopt this policy as their standard
practise. As well as aids managers to analyse, observe and forming strategies for resource
management and gaining competitive advantage. The report focus on 'Age UK' which falls under
the category of top non-profit organization based in U.K. and their impacts on the working.
Analysis shows about what is Brexit withdrawn plan, it's negative impacts on economy and plans
for overcoming various issues with impactful solutions used by industry. The report also delivers
about various internal and external challenges faced by organization while they access in market.
Further, the analysis showcase about various solution enterprise come up with for solving varied
issues in regarding staff, market and resources of firm. Lastly, it shows about strategies or plans
company initiated for responding directly to the challenges and overcoming them.

Table of Contents
2.0 SUMMARY ..............................................................................................................................2
4.0 MAIN BODY.............................................................................................................................4
4.1- Strategic issues.....................................................................................................................4
4.2- Challenges............................................................................................................................5
4.3- Solutions.............................................................................................................................10
4.4- Implementation...................................................................................................................13
5.0- CONCLUSION......................................................................................................................15
6.0- RECOMMENDATIONS........................................................................................................15
7.0 REFERENCES .......................................................................................................................17
8.0 APPENDICES.........................................................................................................................19

4.0 MAIN BODY
4.1- Strategic issues
Brexit withdrawal, is an official agreement under which Northern Ireland and United
Kingdom of Great Britain withdrawal themselves from the European Union and Atomic
European Atomic Community (Carl, Dennison and Evans, 2019). Different situations like anti-
establishment of politics, immigration of people, sovereignty were major reasons for agreement
to happen. The withdrawal agreement being entered into force on 1st February 2020, and majorly
have been agreed from 17th October 2019. After the implementation of agreement EU experience
a rapid decrease in population of around 13% in between 1 January 2019 and 1 January 2020.
Labour supply: With the exit from European Union impacts in major labour shortage in
the economy, as results in lack of workers in hospitality services and decrease in working
condition for firm (Fahy and et.al., 2019). Apart from this company also faces shortages of
skilled labours for fulfilling various jobs required in firm. As well as it may became hard for
organization to work in such market conditions.
Costs: Another impact cause by agreement as, increased in costs for enterprise, company
may not able to earn even a decent amount to cover the major expenses incurred (Sipido and
et.al., 2020). Not just that but additional costs of training employees and labour for converting
them workable in accordance to firm. Moreover, cost of automation, various indirect costs for
monitoring required for organization to work.
Sexism in society: This problem arises post agreement as various firms tends to choose
male labour more in comparison of female one's (Anderson and et.al., 2020). The company may
facing huge labour disadvantages and wants employees that may work more than given time
period and more efficiently results in social sexism discrimination raised in economy for
enterprise to handle.
Access to markets: With the leave of Great Britain results in negative impact caused to
'Age UK' in terms of firm may faces huge challenge in regard to getting access in markets
(Bastos and Mercea, 2019). Apart from this enterprise find hard to gather funds and incurred no
support from the financial markets also leads toward losses for company to face.
Strategic issue: The organization also faces strategic issues which simply means
precarity or uncertainty and insecure working environments. The issues arise about uncertainty
in working hours for firms and working conditions (McCulloch, 2018). Missing about various

major rules, rights and protection of working in company. As enterprise may don't have access to
markets so there is always an uncertainty-risk about what would happen next for the people
working in firm.
While facing such issues in market firm came up with some preventive measures or plans
for overcoming such issues and resolving challenges faced by company such as
Benefits to employees: After facing such major challenges 'Age UK' take some
measurable actions for solving issues (Sima, 2017). The industry start with providing labour with
immediate relief from such problems. As company uses various methods like 'Labour process
Theory' under which employs being given with some values like monetary benefits and lowering
down the conflicts in between employer and employees. As well as by providing workers with
training for an effective working.
Searching and assessing sources: With the assessing and searching about different
sources for getting resources. Using various qualitative and quantitative techniques for getting at-
least some beneficial resources which may aids organization to grow (Ojo and et.al., 2021).
Physically marketing about company for gathering people who promote and invest in 'Age UK'
helps in improving conditions, gaining market accessibility and delivering the best outcomes.
Technological Advancements: After the Brexit impact company also came up with
introducing with new technologies and made themselves online (Freyer, 2021). As firms starts to
promote online which aids in gathering or accumulating various investors for solving the funding
problem. Also aids in rise in the online shopping and people around the world gets an access to
support by purchasing from website and raise in money.
NICE Guidelines: The National Institute for Health and Care Excellence also provides
aid to 'Age UK' as NICE works on guidelines of providing help to poor and unprivileged people
in form of by keep providing health and care facilities (Minto and Parken, 2021). The
organization provides resources to company in terms of monetary and by providing skilled
workforce which gives a boost to firm for able to overcome all the challenges driven by Brexit.
4.2- Challenges
In the world of business, there are different types of factors whether it is external or
internal accessible that put direct impact on success, strategic plans and tactics of companies
whether it is small, large, public or voluntary. For example, Age UK, is one of those leading
charitable firms that take initiatives to work with and for older citizens who are facing issues to

survive and live their life, due to varied reasons (Age UK, 2021). Just like other companies,
chosen organization may face different challenges that put impact on its current planning and
strategies. Each factor is defined through strategic models such as PESTLE and SWOT.
SWOT analysis-
Strengths-
The biggest strength of this company is that it may have experienced and accountable
board of trustees, among which individual person is able to take better decision about human
well-being and develop plan to support older people in the United Kingdom that are suffering
from age factor as their children do not prefer to stay with them (Introduction to SWOT Analysis,
2020).
Another strength of Age UK is its positive and well-known local image in the nation that
drive the attention of older individual as they think that it is one of those places where they may
live happily after leaving own house.
Weaknesses-
The worst thing that may put negative impact on organization is its weakness such as lack
of physical & financial resource, which in return bring challenges for company to survive longer
in the country. It may do not have skilled and experienced team of players who are quite enough
Illustration 1: SWOT Analysis
(Source: What Is a SWOT Analysis, 2021)

to take better care of each patient by prescribing medicines to them and giving them direction
about how to take that.
Ineffective actions related to fundraising that also affect negatively upon company
performance as a major challenge.
Opportunities-
It is quite important for firm to overcome the negative impact of each challenge that it
may face to offer the best and most satisfactory services to older people as UK residents. For
example, technology advancement is the great opportunity that Age UK may grab in effective
manner. As it may give them chance to raise fund by promoting and organizing charity
campaign.
Furthermore, it may also take effort to grab another opportunity and that is skilled
workforce and talented candidates that are accessible in pool of talent.
Threats-
Intense competition in the market among existing brands or charitable firms may put
negative impact on Age UK, in term of creating challenges giving better care to their patients
and making major changes in existing plans, which is not possible for it to do so in short notice
period.
Due to not delivering services in effective manner at current extents without more
income, firm may face challenge that also affect in same way, which drive organization attention
toward taking strategic action.
PESTLE analysis-
This framework is also applied in the context of Age UK, in order to determine the
external factors or challenges that put direct impact on organization and its current activities and
these are;
Political factor-
Changes related to political factors such as trade policy, tax rate, political stability or
instability, etc. impact organizationals practices that are operating in specific sector and running
ventures in the market (Pestle Analysis: A Mechanism for Analysis of Businesses, 2020). In case
of Age UK, Brexit is those forces that included in category of this element, which may put
negative impact on firm and create challenge to run venture effectively in term of raising fund,

skilled workforce and more in terms. Political instability in the UK is the worst impact of Brexit
that lead to increasing challenging environment in the world of business.
Economic factor-
Fluctuation related to any economic force or element may impact current effectiveness
and efficiency of a company. For example, Age UK is influenced from low economic growth, as
Brexit may destroy the circular flow of income, which drive the attention of organization toward
taking right action in effective manner. It is fact that reduction in disposable income of
individuals and economic uncertainty in turn provide outcome in term of decreasing extent of
charitable donations, because of which firm may survive to offer health and social care services
to individuals.
Social factor-
Changes related to market trend, lifestyle, health concern, attitude and other elements
included in category of social factors may affect strategic planning and managing business
functions of firms. In case of Age UK, increasing number of ageing population may put negative
impact on current plans, service standard, and strategies of company as it may already facing
challenge due to lack of financial and physical resources. This factor may create more barriers
and issues for firm to achieve its aim and essential objectives.

Technology factor-
Along with above external factors, technology advancement may put positive impact on
firm, in term of making its marketer able to develop plan related to events through which they
may gain the attention of those individuals, entrepreneur and enterprises who are taking interest
to donate specific amount. With the help of this practice they may take pleasure of improving
financial position and strengthening administration to offer the best services related to health
care to each patient who may expect the same to obtain from firm.
Legal factor-
Employment laws, data protection act, health & safety regulations are one of those legal
factors that may put negative or positive impact on organizations. For instance, Age UK due to
Brexit deal with major challenge as it may face issue to comply with new regulations and laws
that UK's governmental bodies may change. They may make possible change related to working
time directive, competitive laws, regulations of medical devices and medicines and other areas. It
may drive the attention of organization toward considering legal terms.
Illustration 2: PESTLE Analysis
(Source: Scanning the Environment: PESTEL Analysis,
2016)

Environmental factor-
Individuals and governmental bodies concern related to environmental sustainability may
put impact on organization in term of driving their concentration towards reducing carbon foot
print and suggesting stakeholders to do the same, which is quite beneficial for everyone. It can be
said that reduction of this element may give people chance to make environment sustainability
and allow to be free from nay harmful components such as air, land and water pollution that put
negative impact on health and well-being of human as well as wild life.
4.3- Solutions
It is important for an organization to overcome the negative impact of each factor or
challenge that impact venture activities, operational effectiveness, performance and strategic
plans adversely. In case of Age UK, Pestle and Swot analysis strategic models contribute to
clarify the key challenge as a factor that affect firm practices and put direct impact on its
performance level negatively. Here, organization and its stakeholders are accountable to deal
with the situation in term of considering appropriate and useful responses that may enable them
to gain desire outcome.
Challenges Solutions
Lack of skilled and experience labour &
financial resource
It is one of the biggest challenge that affect
Age UK existing operations and functional
practices negatively (Haski-Leventhal and et.
al., 2020). It can be said that the success and
growth of brands depends on talented
workforce, among which each candidate is able
to perform in productive manner and up to the
mark of employers expatiations, that contribute
to increase sale and firms profitability. It is not
possible for chosen company to take pleasure
of the same thing, because of current challenge
in case of this it may take action to hire
individual from talent pool who are interested
and taking interest to serve health care services
to individual whole their life.

Ineffective plan of fundraising It is another challenge regarding which Age
UK may develop plan and respond in effective
manner (KURDI and AHMED, 2021). For
example, it may take decision to conduct a
meeting for purpose of making discussion that
may help to bring the solution that organization
use to gain benefit and eliminate the negative
impact of key issue. It may utilize AI
technology to promote vision and mission & to
share their motive related to health and social
well-being that matters a lot as each
stakeholder may take action to consider this
term.
Intense competition In the context of this challenge, it may
response in form of developing the best plan
according to which it may reach to sustainable
partners or other charitable trusts that are able
to support and improve standard of living. It
may also effort to improve service quality and
standard as well, to obtain competitive
advantages in bulk and attempt to be more
aware of who are its rivals and partners who
may support to handle and deal with this issue
along with other challenges.
Lack of effectiveness in the context of
delivering service
Age UK, its leaders, managers, volunteers and
other stakeholder may take approach to
response this problem in term of finding out
the best source of funding. As it enable firm to
deliver health care service on time without too
much delay as it may put negative impact on

its well-reputed image or reputation in the
market, which organization build up by
working harder and conducting a lot of efforts
that is not easy for many firms in non-
profitable market to do so effectively &
successful.
Issue to collect fund due to separation of EU
and Britain
Firm may take initiative to utilize advance
technologies, which play vital role to allow
firm to be successfully and effective in term of
delivering and offering satisfactory health care
services to older people. Just because of this
challenge, organization may lose the chance of
using the best funding source such as profitable
and strong financial base companies that has
taken decision to move to other nation after the
implementation of Brexit as political decision,
which bring too many challenges.
Economic instability Organization may effort to deal with this
problem as well in term of effective response
that it may give in appropriate and systematic
manner. For example, Brexit impact on
economic stability in the UK, and firm may
take action to deal with that in form of hiring
people who are jobless and survive to live
because their children's due to age factor
unable to live with them. It may contribute to
enhance economic standard or level in term of
increasing employment extent.
Changing health concern It may put a lot of pressure on management to
deal with the challenge and make possible

modifications or put extra effort to fulfil social
needs such as health care of older people in the
United Kingdom, who are not living with their
families. It may drive the attention of
administration toward conducting continues
research and data collect through which they
may take right action and offer services
accordingly. It is the best response that it may
give and gain benefit more than the
expectations of management.
Change related to legal terms In order survive and run venture for longer
time, it is important for Age UK to follow the
terms and policies of patient health care
(Akhmejanova and et. al., 2021). As it may
affect positively upon company and allow
reaching international market, where potential
investors are accessible and capable to donate
big amount of money that organization use to
arrange necessary care treatments, resources
and other things, which contribute to improve
standard of living in the context of aged
people.
4.4- Implementation.
Action plan is described as an essential and useful detailed plan that outlines key actions
that a company can take into their consideration and plan to conduct to reach specific aim and
objectives in effective manner. In the business world, each firm whether it is private or public,
voluntary or other utilized in order to gain desire outcomes more than the expectations of high
authority. Here, this action plan is develop to respond the major challenges that put negative
impact on chosen firm. It encompasses all useful and applicable solutions that management may
effort to implement successfully.

According to this plan, Age UK may take initiative to make an important discussion with
high authority as founder of company, who may take all the decisions and take action to
implement in systematic manner. For example, AI technology utilization at workplace bring
several benefits and chances for organization to grow and enhance the satisfactory level of all
patients who expect to gain benefit of its health and care services (Farooq, Khan and Abid,
2020). Artificial intelligence play crucial role to make firm effective and to enhance its
operational effectiveness. It may take action to utilize social media marketing for purpose of
generating awareness in the market about job requirements at workplace with criteria that each
candidate may consider and then apply when they think it is appropriate for them because they
may have those skills that allow to fulfil the accountabilities of specific designation in firm.
Furthermore, with the help of same approach they may gain benefit of retaining skilled
volunteers, who work even better than the others and in productive manner.
Training and development is the greatest and bester method that HRM in Age UK may
consider, which is possible when they utilize technologies to enhance skills and effectiveness of
all volunteers. It may give them power to boost individual morales in form of developing skills
that they tend to develop and improve those that are important for well-being of employees as
well as patients (Turner, and Gulerce, 2021). This approach is beneficial when company may
utilize as it may provide benefit in term of complying with each policy, rules, regulations and
other elements that allow organization to get step out of national boundaries and offer the same
service with similar standard to vulnerable people who are facing issues to live and fulfil their
basis needs because of homeliness.
With the help and utilization of digital technologies in firm, management may conduct
research and gather data about current market situation, patients needs and regulatory
frameworks that might be changed according to national or economic level (Maleki and
Hosseini, 2020). It can be said that by offering employment chance to residents, companies may
contribute majorly in regard to eliminate the rate of unemployment. It may give firm chance to
build its positive brand image and trustworthy relationship with all.
Age UK may take initiative to get feedback from satisfactory patients who are taking
pleasure of its services and recommend others to do the same. With the help of taking reviews
and comments, organization may identify where improvements in the future are needed
according to changing needs of older people. In order to attract investors or charity providers, it

may take action to conduct marketing activities by using the best social media platforms, and
developing plan to organize an event, where individual guest may collect more information about
what Age UK is and who is performed to make life better for older people.
5.0- CONCLUSION
From the report it has been concluded that Project integration is an important term in
aspect of organization for improving their efficiency and formulating plans to solve various
situations. As it's a necessary strategy that aims in full utilization of resources and aids in
achieving targeted goals for an enterprise. The analysis delivers about meaning of Brexit and
how it impacts 'Age UK' also, about how company formulate plans for solving such issues.
Moreover, report showcase various internal and external challenges faced by firm and its SWOT
and PESTLE analysis for getting to know about issues affecting the working of enterprise.
Further, analysis delivers various solutions like using skill full workforce, technological
advancement, market researches and many more opted by industry for resolving incurred
challenges, for enhancing the working and betterment of organization in market. Lastly, it shows
about plans needs to be incorporated which is basically implementation of all given solution.
Observing, analysing, interpreting and implementation of plans for getting to know about how
efficiently strategies works in favour of company.
6.0- RECOMMENDATIONS
For more than 50 years, organization supporting local older citizens across London in the
west to Barnes in the east, in term of delivering health care services in community and homes,
with aim of improving quality of their life. Due to certain internal and external challenges it may
face issues to deliver quality service and do the same in rapid manner. Its management may
consider suitable and beneficial suggestions and these are;
 The best way that allow organization to deal with current and in the future challenges is
development of skilled workforce at workplace among which each volunteer is able to
treat older people as their patients ethically and influentially, which is quite essential for
them to do so (Maleki and Hosseini, 2020). It can take approach to hire skilled,
experience and knowledgable candidates who hold the power of treating patients, giving
them proper medicines and treatments as well according to their health concern and
issues. Human resource management in the organization can take action set recruitment
criteria, which drive their attention toward hiring people accordingly and considering the

education level that play significant role to grow continually and support older people
effectively.
 Another with above suggestion, Age UK and its management can take decision to
consider other as well. For example, they can approach build a skilled team of players at
workplace who have enough skills that they can utilize to collect information about needs
and requirements of older people in the recent time that are not living with their
children's. By conducting market research, firm can be capable to beat its rivals that are
operating in similar industry and developing effective plans to gain competitive edge in
varied manner. These forms of teams at workplace can also benefit Age UK, in term of
identifying information about any potential change regarding regulatory frameworks
which it has to take into consideration for business and social well-being.
 Technological advancement is another opportunity that company might be considered
that is essential and beneficial in several terms (Christie, 2020). For example, by using
advanced technologies Age UK and its stakeholders can take approach to share their
vision and objectives with all, that in turn drive the attention and concentration of
profitable investors that holds the power and have capability to donate or charity amount
for social well-being as good cost. With the help of this element organization can take
better care of older people in term of placing a reminder nearby each bed that aware
patients about medicine time.

7.0 REFERENCES
Book and Journals
Akhmejanova, G.B. and et. al., 2021. ESSENCE OF SOCIAL INSURANCE, ITS ROLE AND
PLACE IN THE SYSTEM OF SOCIAL PROTECTION OF THE POPULATION.
Научный журнал «Вестник НАН РК». (2). pp.198-203.
Anderson, B. and et.al., 2020. Brexit: Modes of uncertainty and futures in an impasse.
Transactions of the Institute of British Geographers. 45(2). pp.256-269.
Bastos, M. T. and Mercea, D., 2019. The Brexit botnet and user-generated hyperpartisan news.
Social science computer review. 37(1). pp.38-54.
Carl, N., Dennison, J. and Evans, G., 2019. European but not European enough: An explanation
for Brexit. European Union Politics. 20(2). pp.282-304.
Christie, A., 2020. Can distributed ledger technologies promote Trust for Charities? A literature
review. Frontiers in Blockchain. 3. p.31.
Fahy, N. and et.al., 2019. How will Brexit affect health services in the UK? An updated
evaluation. The Lancet. 393(10174). pp.949-958.
Farooq, M.S., Khan, M. and Abid, A., 2020. A framework to make charity collection transparent
and auditable using blockchain technology. Computers & Electrical Engineering. 83.
p.106588.
Freyer, E., 2021. EU-Brexit-CEE-Ukraine: Europe’s healthier future and socio-economic
leadership. Journal of European Economy. 20(3). pp.423-439.
Haski-Leventhal, D. and et. al., 2020. The multidimensional benefits of university student
volunteering: Psychological contract, expectations, and outcomes. Nonprofit and
Voluntary Sector Quarterly. 49(1). pp.113-133.
KURDI, D. and AHMED, M., 2021. EFFECT OF NON-PROFIT MARKETING ON
CUSTOMERS’PURCHASING BEHAVIOR IN SAUDI ARABIA. PalArch's Journal
of Archaeology of Egypt/Egyptology. 18(16). pp.153-164.
Maleki, F. and Hosseini, S.M., 2020. Charity donation intention via m-payment apps: donor-
related, m-payment system-related, or charity brand-related factors, which one is
overkill?. International Review on Public and Nonprofit Marketing. 17(4). pp.409-443.
Maleki, F. and Hosseini, S.M., 2020. Charity donation intention via m-payment apps: donor-
related, m-payment system-related, or charity brand-related factors, which one is
overkill?. International Review on Public and Nonprofit Marketing. 17(4). pp.409-443.
McCulloch, S. P., 2018. Brexit and animal protection: Legal and political context and a
framework to assess impacts on animal welfare. Animals. 8(11). p.213.
Minto, R. and Parken, A., 2021. The European Union and Regional gender equality agendas:
Wales in the shadow of Brexit. Regional Studies. 55(9). pp.1550-1560.
Ojo, O. M. and et.al., 2021. Brexit: potential impacts on the economic welfare of UK farm
households. Regional Studies. 55(9). pp.1583-1595.
Sima, C., 2017. Brexit impacts on British tourism. Strategii Manageriale. 5(34). pp.297-303.
Sipido, K. R. and et.al., 2020. Overcoming fragmentation of health research in Europe: lessons
from COVID-19. The Lancet. 395(10242). pp.1970-1971.
Turner, H. and Gulerce, H., 2021. Migrants and communication technologies in challenging
times; a double-edged sword. The societal impacts of COVID-19: A transnational
perspective. pp.151-161.
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8.0 APPENDICES