Behaviours Supporting Equality and Diversity: Stagecoach Case Study

This report provides a comprehensive analysis of equality and diversity in the workplace, using Stagecoach as a case study. It begins with an introduction outlining the aims, objectives, and significance of the study, followed by a literature review that explores the value of cultural diversity management, its positive impacts, the challenges in recruiting employees from diverse backgrounds, and various management approaches. The research methodology section details both quantitative and qualitative approaches, along with the sampling strategy and sample size. The data collection methods, including interviews and questionnaires, are discussed, along with data analysis and interpretation. The report then presents research outcomes and recommendations, culminating in a conclusion and a chapter on communication and reflection, discussing the effectiveness of the research methods and alternative methodologies. The study aims to understand and promote behaviors that support equality and diversity within the workplace, specifically within the context of Stagecoach, a transport company operating in the UK.

Equality and Diversity in
the Workplace

Table of Contents
TOPIC: “Behaviours that support equality and diversity in the workplace”- Case Study on
Stagecoach.......................................................................................................................................4
CHAPTER 1....................................................................................................................................5
1 Introduction.........................................................................................................................5
1.2 Aim...................................................................................................................................5
1.3 Objectives.........................................................................................................................5
1.4 Significance of study........................................................................................................5
CHAPTER 2 LITERATURE REVIEW..........................................................................................6
2.1 To understand the value of cultural diversity management for Stagecoach work...........6
2.2 To highlight the positive impact of cultural diversity in Stagecoach work......................6
2.3 To describe the various challenges faced by stage coach's recruitment of new employees
from different cultural backgrounds.......................................................................................7
2.4 To suggest different management approaches to resolve established problems embraced
by Stagecoach.........................................................................................................................8
CHAPTER 3 RESEARCH METHODOLOGY..............................................................................8
3.1 Research methodology...................................................................................................8
3.1.1 Quantitative Approach.............................................................................................8
3.1.2 Advantages of quantitative research for this project................................................9
3.1.3 Qualitative Approach...............................................................................................9
3.1.4 Advantages of qualitative research for this project..................................................9
3.2 Population and sampling approach..............................................................................9
3.2.1 Explain the sampling strategy..................................................................................9
3.2.2 Discuss your sample in numbers............................................................................10
CHAPTER 4 DATA COLLECTION............................................................................................10
4.1 Data collection...............................................................................................................10
4.1.1 Primary: Interview and Questionnaire...................................................................10
4.1.2 Secondary: Journals. Articles, books and other authentic resources......................10
4.2 Data analysis.................................................................................................................11
DATA ANALYSIS AND INTERPRETAION.............................................................................11

CHAPTER 5 RESEARCH OUTCOMES AND RECOMMENDATION....................................21
5.1 RECOMMENDATION AND CONCLUSION.............................................................21
5.2 Conclusion......................................................................................................................21
Chapter 6: Communication and Reflection....................................................................................22
6.1.Communication of research outcomes...........................................................................22
6.2. Reflection on effectiveness of current research method................................................22
6.3. Alternative research methodologies..............................................................................23
REFERENCES..............................................................................................................................24

TOPIC: “Behaviours that support equality and diversity in the workplace”-
Case Study on Stagecoach

CHAPTER 1
1 Introduction
The term diversity is refer as recognize, understanding, accepting and valuing differences
among personnel regardless of age, class, race, ethnicity, gender, disabilities. Whereas, equality
is concerned fair and transparent treatment of employees irrespective of their sex, age, race,
caste, language, physical ability. Hence, it is an integral company for the enhancement of
company as it drive them to acquire diverse workforce, innovative ideas, access to growth and
many more ( Bayefsky, 2017). In this regard, Stagecoach has been considered, which is one of
the transport group based company who deals into buses, express coaches and tram services in
UK marketplace. It commenced in the year of 1980 and serve its services across the sphere. This
research involves research aim, objective, review of literature, data analysis and suggest various
recommendation for the enhancement of company in a positive mode.
1.2 Aim
“To understand the behaviours that support equality and diversity in the workplace”-
Case Study on Stagecoach.
1.3 Objectives
 To understand the value of cultural diversity management for Stagecoach work.
 To highlight the positive impact of cultural diversity in Stagecoach work.
 To describe the various challenges faced by stage coach's recruitment of new employees
from different cultural backgrounds.
 To suggest different management approaches to resolve established problems embraced
by Stagecoach
1.4 Significance of study
The above mentioned research objectives demonstrates the idea about the importance and
significance of equality and diversity at workplace. This is because, such working culture enable
an organisation to treat every manpower in an equal manner and also empower them to ignore
the fact of discrimination or partiality from employees. With the help of such contribution, it
render several benefits to an establishment such as increased level of employee engagement, high
level of manpower motivation, access to novel ideas or views, improve brand image among
competitors and many more. Along with this, it also drive an organisation to determine current or

emerging market competition and challenges ans well as lead them to implement best strategic
decision in order to gain competitive advantage in an improved manner. Apart from this, the
introduction and practice of globalisation, it motive researcher to conduct the study on equality
and diversity as it help them to generate better working culture within Stagecoach. Moreover, it
also enable investigator to cope up with all all sort of competition and threat in an innovative or
productive style.
CHAPTER 2 LITERATURE REVIEW
2.1 To understand the value of cultural diversity management for Stagecoach work.
According to Jannie Schindler, 2020, The growing number of millennials generation
empower and encourage the organisation to put their more focus over the concept of cultural
diversity. Along with this, due to the familiarisation of term globalisation within business
premises also increased the trend of cultural diversity at workplace. Hence, the aspect of cultural
diversity is also refer as multiculturalism that states a group of individuals who belongs to
diverse cultures and societies. In other words, it is combination of different traditions, culture,
values, personality, traits, age, language and so on with an aim of creating better working
condition and avoiding the factor of discrimination among employees. Hence, for surviving
inside a competent industry the adoption of cultural diversity is valued as an integral component.
This is because, it enable Stagecoach to acquire diverse pool of talents, enhance the ratio of
innovation and creativity, enrich collaborative working environment and many more. Due to
such contribution by Stagecoach, it lead them to foster productivity and employee satisfaction
rate in a positive manner. Along with this, cultural diversity also empower Stagecoach to
overcome the challenges of all current or emerging extensive intercultural interaction from
manpower. Moreover, it motive every personnel to put their best contribution and carry out the
organisational goal with team spirit which positively impact over Stagecoach overall profit
margin among competitors in an improved manner.
2.2 To highlight the positive impact of cultural diversity in Stagecoach work.
As per Katie Sawyer, 2018, The introduction and practice of economic globalisation is
regraded as one of the main driving force of cultural diversity at workplace. This is because,
globalisation encouraged modern workforce within organisation who belongs to different values,

cultures, language, ethnicity, age, gender and etc. With the amalgamation of the aspect of
cultural diversity, it impose positive influence over Stagecoach business performance.
Additionally, there are various benefits that has been identified with the execution of cultural
diversity at Stagecoach workplace in which core advantage is that it help organisation to invite
highly skilled or diverse workforce into company. Due to the diverse manpower, it enable
Stagecoach to acquire novel ideas or opinions that help them to cope up with all market
uncertainty in an innovative style (The Importance of Cultural Diversity in the Workplace,
2018). Furthermore, other benefits that cultural diversity render within Stagecoach is that
improve innovation or advancement, positive contribution among workforce, enrich brand
reputation, enhance productivity rate, enlarge market growth, motive firm to comply with all
federal and government regulation and many more. Henceforth, the concept of cultural diversity
create positive working culture and also improve the potentiality of Stagecoach to place its brand
in an aggressive or competent position in an amended manner without any hindrances.
2.3 To describe the various challenges faced by stage coach's recruitment of new employees
from different cultural backgrounds.
In the views of Linda Le Phan, 2018, The term cultural diversity impose several positive
benefits within an organisation but at the same time it becomes the biggest challenge for
companies in terms of recruiting and placing candidates in a right position. The core reason
behind this, recruitment of personnel is directly linked with the productivity and profitability of
an organisation. However, the various challenges which Stagecoach may face during functioning
the business process on the basis of cultural diversity. The foremost difficulty which Stagecoach
recruitment division come across in regard of placing a manpower in a suitable position is that
adapting to new job market (The biggest hiring challenges we’re all facing today, according to
15 hiring experts, 2018). This is because, market competition is increasing more rapidly and it is
difficult for Stagecoach to find competent personnel into its functional unit who can put their full
potential towards an attainment of sustainable growth. Additionally, there are several other
factors that Stagecoach's recruiter may face that is meeting up the standard with marketing
competition regarding skills of personnel, lack of quality candidates, employees who can adjust
with diversity, technological issue and so on. Henceforth, implementing best strategic decision
help Stagecoach and identifying the skill of manpower as well as assign them in an accurate

position. Due to such effort, it enhance organisation overall sales performance and can easily
increase the proficiency ratio in an efficacious way.
2.4 To suggest different management approaches to resolve established problems embraced by
Stagecoach
As per Eric Dyson, 2020, For attaining sustainable growth and surviving within highly
competitive marketplace fort longer time duration, a proper management of cultural diversity is
considered as an important element. There are various policies and practices, management
approach which Stagecoach can apply into its business premises. Some of them are providing
documentation of policies and procedures which cover diversity in different sections like
company's code of conduct outline the aspect of diversity, equal compensation and benefits
policy, fair employment condition and termination (MANAGING DIVERSITY IN THE
WORKPLACE, 2020). With the help of managing such documentation, it empower Stagecoach
to enhance its sales performance and also can acquire better position among rivalries in a
stipulated time limit. Moreover, some other management approaches that Stagecoach can applies
within its business function like zero tolerance policy, sensitivity training, embrace diversity
laws and so on. Henceforth, with the adoption of these policies or approaches motive Stagecoach
to enhance its profit margin ratio and also can easily enrich the capability of gaining competitive
advantage.
CHAPTER 3 RESEARCH METHODOLOGY
3.1 Research methodology
3.1.1 Quantitative Approach
Quantitative: This is an approach of carrying out research that emphasis more on numerical and
statistical analysis of collected data. Different methods can be use by investigator to gather
data are surveys and questionnaire. In this data is expressed in the form of graph, chart,
statistics and so on. One of the major benefit of using this research approach is that it help in
present the data in terms of number and figures which help research in draw valid results
and conclusion.

3.1.2 Advantages of quantitative research for this project
Advantages: Under this, quantitative research is suitable for broader study that includes an
increasing number of subjects and enhancing its generalisation of results and also impose
accuracy in results.
Disadvantages: In quantitative research, acquired results are limited because it render
numerical description rather than detailed narrative and generally provide less elaborate accounts
of human perception. Furthermore, it gather much narrower and sometimes collects superficial
dataset.
3.1.3 Qualitative Approach
Qualitative: In this, qualitative method is defined as exploratory research that help
researcher to acquire profound or deeper understanding of peculiar topic. In relation to this
research, investigator applies qualitative method which help investigator to obtain in depth
knowledge about topic and aid them to develop a better outcome.
3.1.4 Advantages of qualitative research for this project
Advantage: The main benefit that qualitative research gives is that it help them to obtain
deeper understanding of particular topic. Along with this, it also motivate manpower to explore
on their given response which help researcher to create new topic for particular areas in order to
acquire best positioning in existing marketplace.
Disadvantage: It become an investigator to implement best strategic decision in order to
improve the overall performance of report (Cohen, 2017). In addition to this, there is a possibility
of misleading conclusions and also undergoes with a difficulty in replicate results.
3.2 Population and sampling approach
3.2.1 Explain the sampling strategy
Sampling: It is a process of choosing respondents form the larger number of population. It is
classified into probability and non- probability. In regard of this research, researcher make use of
random sampling method. However, for understanding the concept of equality and diversity in
accurate manner , researcher make an effort to gather data from 17 employees and 3 managers of
Stagecoach. Along with this, these data collection has been taking place by conducting interview
method through which researcher is able to obtain reliable opinion from each targeted

respondents and can produce valid or authentic report in a desired time limit without any
obstacles.
3.2.2 Discuss your sample in numbers
Sample size is 20 employees who are the employees of Stagecoach.
CHAPTER 4 DATA COLLECTION
4.1 Data collection
4.1.1 Primary: Interview and Questionnaire
This component is regarded as a systematic and structured process of collecting the data with an
aim of rendering appropriate solution for specified research problem. It is classified into two
types which is described below:
Primary Data: In this, data is accumulated for the first time that states that it has not been
attempted by any other researcher. There are different ways to acquire primary data such as
questionnaire, observation, survey, interview and so on. In context to this report, researcher
applies questionnaire method that aid them to get accurate information from assorted respondents
in an reinforced way. Further, questionnaire contains some interview questions for which a
qualitative approach is used by researcher to analyse the collected data.
Advantages: The foremost strength of primary data is that it render original and relevant
information which enable researcher to acquire the high degree of accuracy and reliability.
Disadvantage: For conducting research study, investigator is require to select large sample
size which may impose huge cost and time. Moreover, such restrictions limit the investigator to
create best hypothesis (Boehm and Dwertmann, 2015).
4.1.2 Secondary: Journals. Articles, books and other authentic resources
Secondary Data: It is link with those procedure in which data acquire with the utilisation
of several secondary sources and also it will be already done by some other scholars or
publishers. Some of the methods are journals, articles, magazines and many more. In relation to
this research, investigator obtains information from different online sources and conferred in the
form of literature review.
Advantages: One of the primal benefit that secondary data provides that it is highly
economic and saves effort as well as expenses, time. Moreover, it also enable researcher to

understand the problem very clearly and can also lead them to create better solution (Dworkin,
2017).
Disadvantage: There is a chance that data which it provides is outdated and also less
accuracy or relevancy in information that impact over the final result of research.
4.2 Data analysis
DATA ANALYSIS AND INTERPRETAION
Questionnaire
Q1 Are you aware about the concept of equality and diversity?
a) Yes
b) No
Q2) Do you think that the implication of equality and diversity influence company's
overall productivity?
a) Agree
b) Disagree
Q3) What are the benefits which Stagecoach can acquire due to embracing cultural
diversity in its functional unit?
a) Enhance productivity
b) Grab increased level of innovation
c) Acquire diverse pool of talents
Q4) Why cultural diversity is important for an organisation?
a) Training and development program
b) Developing mentorship programs
c) Offer diverse opportunities
Q5) What are the challenges that Stagecoach undergoes while recruiting manpower to fill
the vacant job position at workplace ?
a) Lack of quality personnel
b) Difficulty in implementing appropriate technology
c) Competitive workforce
Q6) What are the management approaches which Stagecoach can implement to overcome

the difficulties while supporting diversity at workplace?
a) Zero tolerance policy
b) Proper training
c) Implement diversity laws at workplace.
Q7) Do you think practice of equality and diversity enable company to maintain its brand
image among community?
a) Yes
b) No
Q8) Does management of equality and diversity beneficial for company in gaining
competitive advantage?
a) Agree
b) Disagree
Interview Questions
Q9) As per your views, what kind of challenges faced due to having diverse working
culture?
Q10) In what ways you think that diversity is important for someone performing
managerial work?
Theme 1: Concept of equality and diversity
Q1 Are you aware about the concept of
equality and diversity?
Frequency
a) Yes 15
b) No 5