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Qualification - ATHE Level 3 Diploma in Business and Management

Unit Name - The Business Environment

Unit Level - Level 3

Unit Credit - 20

Unit code - T/508/3607

Assignment Title - The Business Environment

Learning Outcome 1: Understand how external factors can impact on organisations

Answer: Organisations operate within a dynamic external environment, and various factors beyond their direct control can significantly impact their operations, strategies, and success. These external factors are often categorized using frameworks like PESTLE (Political, Economic, Social, Technological, Legal, Environmental). Political factors, such as government policies, taxation, trade agreements, and political stability, can create opportunities or impose constraints on businesses. Economic factors like interest rates, inflation, exchange rates, economic growth, and consumer spending power directly influence demand for products/services, pricing strategies, and investment decisions. Sociocultural factors, including demographics, lifestyle changes, consumer attitudes, and cultural norms, shape market trends and consumer preferences. Technological advancements can lead to new products, processes, and distribution channels, but also render existing ones obsolete. Legal factors, encompassing laws related to employment, health and safety, consumer protection, and competition, dictate how businesses must operate. Finally, environmental considerations, such as climate change, resource scarcity, and sustainability concerns, increasingly influence corporate responsibility and operational practices. A thorough understanding and continuous monitoring of these external factors are crucial for organisations to adapt, mitigate risks, and capitalize on opportunities.

Learning Outcome 2: Understand why organisations need to be aware of their impact on the environment

Answer: Organisations need to be acutely aware of their impact on the environment for several compelling reasons, encompassing ethical responsibilities, regulatory compliance, reputational management, and long-term sustainability. Firstly, there is an ethical imperative to minimize harm to the planet and its ecosystems, recognizing that business activities consume resources and generate waste, potentially contributing to pollution, climate change, and biodiversity loss. Secondly, governments worldwide are enacting increasingly stringent environmental regulations and legislation, making compliance essential to avoid fines, legal action, and operational disruptions. Thirdly, an organisation's environmental performance significantly influences its public image and brand reputation. Consumers, investors, and employees are increasingly favouring businesses that demonstrate environmental responsibility, leading to competitive advantages. Conversely, a poor environmental record can result in boycotts, negative publicity, and loss of market share. Finally, a focus on environmental impact often leads to operational efficiencies, such as reduced energy consumption and waste, ultimately lowering costs and enhancing profitability. Embracing sustainable practices is no longer just a "nice-to-have" but a strategic necessity for long-term viability and societal acceptance.

Learning Outcome 3: Understand key elements of marketing

Answer: Marketing is a multifaceted discipline focused on creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Its key elements are often summarized by the "Marketing Mix" or "4 Ps": Product, Price, Place, and Promotion. Product refers to the goods or services an organisation offers to meet customer needs or wants. This includes aspects like quality, design, features, branding, and packaging. Price is the amount customers pay for the product or service, determined by factors such as production costs, competitor pricing, perceived value, and market demand. Effective pricing strategies are crucial for profitability and market positioning. Place (or Distribution) concerns how the product is made available to the target market. This involves channels like retail stores, online platforms, wholesalers, and logistics. Efficient distribution ensures products reach the right customers at the right time. Promotion encompasses all activities undertaken to communicate the value of the product and persuade target customers to purchase it. This includes advertising, public relations, sales promotions, and personal selling. Beyond the 4 Ps, modern marketing also emphasizes understanding customer needs through market research, segmenting target markets, positioning the product effectively, and building strong customer relationships.

Learning Outcome 4: Understand why organisations and individuals need to behave ethically

Answer: Both organisations and individuals need to behave ethically for a multitude of reasons that extend beyond mere legal compliance, impacting reputation, trust, long-term sustainability, and societal well-being. For organisations, ethical conduct builds and maintains a positive reputation, which is invaluable for attracting and retaining customers, investors, and talented employees. Trust, once lost, is incredibly difficult to regain, and unethical practices can lead to significant financial penalties, legal repercussions, and widespread public condemnation. Moreover, operating ethically often aligns with better long-term financial performance as it fosters stakeholder loyalty and reduces risks associated with fraud, corruption, and misconduct. From an individual perspective, ethical behaviour is fundamental to personal integrity, self-respect, and contributing positively to society. It guides decision-making in personal and professional contexts, promoting fairness, honesty, and respect for others. Unethical individual actions can lead to disciplinary action, job loss, damage to personal reputation, and even criminal charges. Ultimately, a strong ethical foundation in both organisations and individuals creates a more just, stable, and prosperous society.

Learning Outcome 5: Understand the impact of organisational culture

Answer: Organisational culture refers to the shared values, beliefs, attitudes, norms, and practices that characterize an organisation and influence how its members think, feel, and behave. Its impact is profound and far-reaching, affecting virtually every aspect of an organisation's operations and performance. A strong, positive organisational culture can foster employee engagement, motivation, and loyalty, leading to higher productivity and lower staff turnover. It provides a sense of identity and purpose, guiding decision-making and promoting consistent behaviour among employees. Conversely, a negative or dysfunctional culture can lead to low morale, high absenteeism, internal conflict, resistance to change, and ultimately, poor performance. Culture also influences an organisation's ability to adapt to external changes, innovate, and achieve strategic goals. It shapes customer interactions, brand perception, and an organisation's attractiveness to potential recruits. Essentially, organisational culture is the "personality" of the organisation, dictating its internal dynamics and external interactions, and therefore plays a critical role in its overall success or failure.

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Case Scenario

Paul Dukas, a sole trader, owns and operates a small garage providing car maintenance and repair services.

Paul is a member of the local Chamber of Commerce and has been asked to chair a team, who will study the local Business Environment and produce materials for use by the Chamber and local businesses. He has asked you to support him with this work.

Assessment Task 1 - External factors and environmental impacts

You must produce a presentation with supporting notes in which you detail how external factors can impact on a business environment. You should:

• Describe a range of external factors that may have an effect on business organisations.
• Explain why business organisations choose to carry out a PESTLE analysis.
• Describe the three-step crisis management procedure.
• Identify the factors which contribute towards environmental damage.
• Explain how factors which contribute towards environmental damage can be minimised.
• Explain how a lack of care for the environment can impact on business profitability and reputation.

To gain a merit grade you must prepare additional presentation slides.

Using a business organisation of your choice, complete a PESTLE analysis, to describe the political, economic, social, technological, legal and environmental factors facing your chosen organisation.

To gain a distinction grade you must prepare 3 leaflets which the Chamber of Commerce can add to the collection of leaflets, which are displayed in Reception. The leaflets must:

• Make recommendations for dealing with the external opportunities and
challenges facing an actual organisation you have chosen.
• Evaluate how a chosen organisation has managed a specific crisis.
• Make recommendations to a chosen organisation on how to reduce their environmental impact.

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Assessment Task 2 - Marketing Booklet

The Chamber of Commerce has asked Paul to produce a booklet on Marketing that can be distributed to small businesses in the local area. The booklet must include the following:

• An explanation of the function of marketing and how this is different from selling.
• A description of the purpose of:
a. a marketing plan
b. marketing objectives
He has specifically asked you to add examples here.
• An explanation of the differences between internal and external data and information.
• An explanation of the differences between primary and secondary information.

Extension activities:

To gain a merit grade you are required to provide additional sections to your booklet that describe:

• the elements of the marketing mix, giving specific examples from an organisation that you have selected.
• how organisations use the information that has been collected for marketing purposes.

To gain a distinction grade you must choose a business organisation with which you are familiar. Using your chosen organisation you are required to provide an additional section to your booklet that:

• evaluates a specific marketing campaign used by an organisation you have selected.

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Assessment Task 3 - Ethics and Culture

Paul has asked you to prepare a section for a sample handbook for managers in start-up businesses. The sample handbook must include:
• A description of the benefits to organisations of behaving ethically.
• An explanation of the effect of organisational culture on business organisations. The explanation should include a range of examples from different organisations to illustrate the points you are making.

Extension activities:

To gain a merit grade you must include the following in your information sheet:

• An explanation of why individuals and organisations might make unethical decisions or use unethical business practices. This explanation should use a range of practical examples.
• An explanation of how management style would vary in a power, task and
person culture.
• A short personal case study, based on yourself. This case study should provide an assessment of which type of organisational culture you would prefer to work in.

To gain a distinction grade you must include the following in your information sheet:

• A review of the ethical record of a business organisation operating in the private sector. You should use a business organisation with which you are familiar

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