Investigating Business - Essay Example

Investigating business Alton Towers and British Airways Alton Towers Alton Towers is one of Merlin Entertainments brands and UK’s number one Theme Park, with the thirty- eight million visitors. This leading short break resort offers an extensive range of rides, attractions, hotels, restaurants created and served for the whole family to have fun together. Set in five hundred acres of the Staffordshire Moorlands, it has a significant importance on the well- being of the surrounding area (Alton Towers n.d.). The company strives to create a high growth international family entertainment institution, which will be able to provide its consumers with the wide portfolio of its services. It set an objective to introduce the theme park’s proven chainable brands internationally, such as Legoland Discovery Centers, Madame Tussauds and SEA LIFE. By constant monitoring its visitor satisfaction, Alton Tower sets targets of delivering memorable experiences to its fans, consolidating and embracing these opportunities (Merlin Entertainment, n.d). Alton Towers is one of Merlin Entertainments brands and UK’s number one Theme Park, with the thirty- eight million visitors. This leading short break resort offers an extensive range of rides, attractions, hotels, restaurants created and served for the whole family to have fun together. Set in five hundred acres of the Staffordshire Moorlands, it has a significant importance on the well- being of the surrounding area (Alton Towers n.d.). The company strives to create a high growth international family entertainment institution, which will be able to provide its consumers with the wide portfolio of its services. As its objectives, Alton. It set an objective to introduce the theme park’s proven chainable brands internationally, such as Legoland Discovery Centers, Madame Tussauds and SEA LIFE. The company positions its theme parks as short break destinations, because it will optimize the market reach and use of assets. By constant monitoring its visitor satisfaction, Alton Tower sets targets of delivering memorable experiences to its fans, consolidating and embracing these opportunities (Merlin Entertainment, n.d). The organizational structure of Alton Towers as a part of Merlin Entertainment Company consists of the Board of Managers located in Luxembourg. It provides recommendations to all operating companies, including Alton Towers and also make major decisions. However, the strategic decisions on the activities of all the divisions of the Merlin Entertainment are made by the Management Committee. The company is confident enough in ability to bring the commitments in the Community Charter, thus to ensure this positive influence on the local communities, the surrounding environment and the local economy. Such positive activities are brought into life by attempt of Merlin Entertainments special charity, a Merlins Magic Wand, which aims to bring some magic to children with serious diseases, or those who are disabled or disadvantaged, those children who cannot visit attractions Alton Towers. The company focuses on registered charities and organizations that assist children, such as Scouts, Guides, Brownies, and volunteer groups. Following the idea of supporting children with disabilities, thoroughly, reward and encourage them in order to build a long- term career that would inspire them and would bring the company good reputation and recognition (The business of leisure at Alton Towers n.d.). the company also tries to assist hospices and hospital wards with children as prime beneficiaries (The business of leisure at Alton Towers, n.d.). Alton Towers offers tremendous job opportunities, from fixed- term and summer jobs for students to long- term professional careers with numerous prospects for the most devoted employees. It also proposes child and family- friendly environments, housekeeping and food and bar service to marketing, ensures finance services and hotel management. (Morwenna Angove 2010). (Keating & Taylor 2014). In addition, Alton Towers aims is to involve the District Council to design a Local Development Framework, as it will give the company sustainable and commercially viable possibilities in the future (Morwenna Angove 2010). Towers trains its employees British Airways The company performed its activities referring a bureaucratic structure with policies and procedures. However, in the last years it has been the reduction of its management levels and today the company has a formal structure with responsibilities that cover numerous positions in the company. The structure of British Airways is flat type and has one level of hierarchy. It segregates management from the bottom-line employees. The organization has separated positions in management into ten divisions with subordinates in each. These divisions are planning, investment and alliances, commerce, ground operation, engineering, flight operation, IT, finance, law and HR. Nowadays, the air transport industry is that huge and customer- oriented that is allows every individual to reach the most distant points on the global scale. Moreover, air transport is an essential factor for many other industries such as tourism and hi- technology (Button 2008). The second largest international airlines company in the world that serve scheduled passenger carriage is the British Airways. It is also the largest internationally scheduled airline in the United Kingdom that operates international and domestic carriage of freight and mail and the ancillary services. With earnings of over eight billion pounds sterling, the company has the largest employee headcount in the United Kingdom with forty- two thousand people serving worldwide (Operating profits rise at British Airways owner 2014). It is necessary to mention that British Airways macro environment consists of numerous external factors that directly or indirectly put an impact on this business. If they are managed in an efficient way, they ensure the company a constant growth and a reliable future. However, the largest factor, the global economic conditions that are changeable, do not guarantee the company its constant growth, development and profitability. Instead, they may cause loss in profit and less number of customers as a result. British Airways offer its services to the customers across the globe operating individuals and business travelers in the way that they would want to fly with the company whenever they can. The company aims are to provide its all customers a unique premium service, which customers have already recognized an appreciated. Because of worsening of economic conditions, the airline industry is in the time when processes need significant changes in different areas. While it is focused on enlargement of its business operations, British Airways should think over how to better serve increasing amounts of passengers because of the global economic conditions (The markets we operate in 2010). As one of the main goals, British Airways have launched a three- year change program “Compete 2012” that gave an opportunity to create a leaner organization with a distinctive, high- performing culture through its change program. global downturn meant the company had to think over its plans and revise priorities. However, such conditions have made important progress toward its original goals, creating the foundations for future success. Terminal 5 has allowed the company to reduce the cost of its operations at Heathrow by more than it expected (The way we run our business, the workplace n.d.). Notwithstanding downturn, British Airlines have to go on fight for growing in economic sense in order to meet the needs of its customers. As a global vision, British Airways wants to make sure that all customers enjoy a unique premium service at any time they contact with the company (Smith 2014). In the world of services, the most reliable businesses are those, who are strong enough to ensure their clients the best quality of whatever they offer. Whether it is an entertainment adhering security norms that help build a good reputation for the company and increase its profits. Among the objectives of the British Airways, there are the upgrading the customer experience through introduction of mobile application services for business class customers. Texting and mobile services for business class are those steps of company to modernize its current position. Besides, it seeks for the new ways that will enable to manage a better cost base of its operation, increases corporate responsibility through environmental performance and partnership. British Airways have set out a long- term objective for its business, which is to be the world’s leading global premium airline. With the main aims to build on Terminal 5’s, the company would strength the promotion of customer value, continue to make the business cost effective, grow its operations and make corporate responsibility an important part of the air business. Prices for fuel and the company, like Alton Towers, or the global carrier as British Airways, what is worth the most is the recognition and understanding of needs of the clients. Such strategies will bring benefit not only in the financial sphere for the certain company, but will also create the reputation of the best consumer- oriented organization and will help to establish long- lasting relationships with the communities. British Airways customers recognize that the service the company offers is worth paying even if a little bit more. It is focused on aviation, developing its people and bringing the best quality of service to its customers. Implementation of new products and services is also a considerable advantage of the British Airways. Alton Towers realizes its service by satisfying customers’ expectations, providing competitive advantage for the employees, References Alton Towers official web site, Available from http://www.altontowers.com/ Button, K., 2008. The Impacts of Globalization on International Air Transport Activity, Available from http://www.oecd.org/greengrowth/greening-transport/41373470.pdf Escape the classroom at Alton Towers Resort, Education magazine, Available from http://www.education-magazine.co.uk/Escape_the_classroom_at_Alton_Towers_Resort-a-2357.html Keating, C. & Taylor, S., 2014. Air: A Coaster in the Making, Alton Towers Almanac, Available from http://www.towersalmanac.com/features/index.php?id=57 Merlin Entertainment, n.d. Available from http://www.merlinentertainments.biz/about-us Morwenna Angove, Alton Towers Resort, 2010. The Marketer magazine, Available from http://www.themarketer.co.uk/archives/interviews/profiles/park-life/ Operating profits rise at British Airlines owner, 2014. The Irish Times, Available from http://www.irishtimes.com/business/sectors/transport-and-tourism/operating-profits-rise-at-british-airways-owner-1.1884834 Smith, L., 2014. British Airways on why it is plotting a new joined up marketing approach, The Marketing Magazine, Available from http://www.marketingmagazine.co.uk/article/1286437/british-airways-why-plotting-new-joined-up-marketing-approach The markets we operate in, 2010. British Airways, Available from https://www.britishairways.com/cms/global/microsites/ba_reports0910/pdfs/Our_business.pdf The business of leisure at Alton Towers, the customer service, Available from http://www.merlingroups.co.uk/downloads/business_of_leisure_customer_service.pdf The way we run our business, the workplace, Available from http://www.britishairways.com/cms/global/microsites/ba_reports0809/our_business/workplace.html Read More