Financial analysis and management Assignment Example | Topics and Well Written Essays - 4000 words - 1

Financial analysis and management - Assignment Example ion was to become a pioneer in global airways, and to achieve this target British Airlines has focused on making alliances with carefully selected companies (Rao & Krishna, 2004, p.75). During the 1990s, the airlines company emphasized on enhancing its corporate appeal, creativity, business efficiency, competitive position, and training facilities for employees. In the year 2004, the British Airways initiated â€Å"a new set of vision, values and goals†. The business strategy of this airlines company along with its values and goals were represented by a new mission which was entitled â€Å"The BA Way†, and it was made known to every individual associated with the company. The purpose of this mission was to fulfill non-financial objectives like focusing on safety and satisfaction of customers as well as motivation of employees. This mission was mainly dependent on complete cooperation and support from all the company’s stakeholders (McDonald et al., 2011, pp.91-92 ). British Airways which has always been a financially successfully company however experiences a severe decline under an inefficient and insensitive leadership. The period between 1996 and 2000 in which Robert Ayling was the Chief Executive of British Airways, the company’s financial performance went through a extremely. Ayling’s policy of undermining customer service and quality was the major reason behind the underperformance of the company’s shares by 40 percent. During his first year, Ayling was almost faced with a pilot’s strike which was narrowly avoided. In his second year, there was strike called by the cabin crew which lasted for three days which resulted in a loss of  £ 125 million. During this time, motivation level of the employees of British Airways dropped and a negative environment prevailed among the staff due to Ayling’s tactless approach. It was argued that Ayling’s leadership to a large extent destroyed the brand image and service quality of the British Airways which was

The growing globalization of markets Essay Example | Topics and Well Written Essays - 2000 words

The growing globalization of markets - Essay Example People visiting Cadbury World are provided for a complete experience of the company's chocolate-making process through a detailed tour, which starts from the main exhibitions and culminates to the shop. The company strives to impress on its customers the thoroughness of the activities that compromise its chocolate-making process. Thus, the service concept of Cadbury World is very customer-oriented and informative. In addition, the company also strives to make sure it maintains a happy staff, believing that happy employees result in happy customers. "According to the American Marketing Association, marketing research is the systematic gathering, recording, and analysing of data about problems relating to the marketing of goods and services." (SBA, Marketing research.) Although market research is imperfect science, it deals with customers and their continual changes feels and behaviours, which are influenced by innumerable subjective causes. (SBA, Marketing research.) Marketing mix represents the total marketing programme of Cadbury Company. It involves decision, with regards to product, price, place and promotion. Marketing mix serves the linkage between a business firm and its customer. Thus marketing mix is a blending of decisions in the 4 P's. It is a system comprising the subsystems of product, promotion and distribution. These elements of the marketing mix are interrelated because decisions in one area affect the others. Marketing mix is a dynamic concept as it keeps on changing with changes in markets and the environment Philip Kotler has defined the term marketing mix as "the set of controllable variables that the firm can use to influence the buyer's response". (59) The marketing mix denotes a combination of various elements, which in their totality constitute Cadbury's "marketing system". These elements are often described as FOUR P's: Product, Price, Distribution (Place) and Promotion. Concept of Market