Marketing assignment essay on: British asset trust – Marketing
Introduction:
The company chosen for this paper is British asset trust. It is a global growth and income sector company. Moreover, Benchmark of the company is 80% FTSE which is termed as all-share index and 20% FTSE that is termed in all world index excluding the United Kingdom only. The total asset of trust is 454.3 million EUR as on 31 October 2012. In addition the vision of British asset trust is to focus on strategic corporate social responsibility initiatives and achieve a sum of return in surplus of its benchmark. Therefore, company aims to invest principally in an expanded portfolio of equities and other related securities at international level. In addition, it aims making payments to investors four times a year and thus maintaining a developed and advanced dividend policy (F&C investments, 2012).
Apart from this, Company aims to gain competitive advantage and regain large market share. Therefore, their vision statement is to do the business, the way they interact with the community, the way they interpret the world around them, their stakeholders’ needs and the business climate at global level. Besides, trust has a mission to be the best investment trust engaged with key international businesses all over the world (Duedil, 2012).
Social and ecological responsibility:
British assets trust has mainly focused on three areas of social responsibility which are community growth, employee volunteerism and community foundations. In addition, one of its social responsibilities is to invest in future potential investors, improve reputation and help global communities with the contribution. In order to make an alignment between company’s business strategy and corporate social responsibility, it aims at corporate accountability, environmental responsibility and community engagement. Furthermore, corporate social responsibility includes collaboration, transparency in their business and shareholder engagement. Consequently, the trust is able to manage vigorous approach to company’s priorities, objectives and their impacts (British Assets Trust plc, 2007).
Next, an integral part of British assets trust is a commitment to ecological and environmental responsibility. By doing this, it includes and considers environment in its each step of the business. As it aims to change the technological world by managing its precious resourcing and delivering the best, it ensures that the trust is contributing in minimizing the environmental impact of the technology products it makes. The trust also follows the UK’s government policy of worldwide low carbon and emphasis on environmental goods and services (CSRHUB, 2012).
Corporate values of British Assets Trust Plc:
Analysis has revealed some of the corporate core values of British assets rust. First, it believes in generating strong relationship with shareholders by serving them well. Moreover, it creates and leverages growth and income sector standards by out-performing in this particular sector. Next, according to British asset trust, company’s consistent success lies in effective teamwork and the opportunity that each member of the team has to learn and develop. Company values accountability and rewarding the employees those have consistently developed their competency and contribution. On the other hand, company believes in being direct in whatever it does (Silo breaker, 2009).
Subsequently, Company aims to build and maintain effective and successful relationship with its partners, employees and shareholders in order to ensure availability and reliability of their investment business. Besides, they have well-organized, communicated and operated systems through non-hierarchical and non-bureaucratic frameworks. Similarly, it believes in participating reliably in the marketplace globally. Thus, it understands and respects laws, cultures and values of all nations and create healthy business environment. It also provides investors with a dividend plan for reinvestment which is an easy and cost-effective way to build their shareholding with British assets trust. Finally, most appreciable value of the company is having a passion for winning in whatever it does (F&C investments, 2012).
PEST analysis of British assets trust plc:
Macro-environmental factors will help analyzing the external and internal environment of British asset trust plc.
Political environment: Political factors affecting an organization include regulations, government laws and some other legal issues that determine the conditions under which organizations have to operate. In case of Britain, government offers investors a good-class domestic business for environment. As the United Kingdom has strengths in multiple industries, it forces down for wide-based liberalization of hurdles to trade and investment business. Moreover, political framework of the UK also continues to invest in infrastructure in order to support trade and investment business. Therefore, British assets trust may be benefited by the support of domestic government of the UK (Ethier, 2003).
Economic environment: It includes factors directly linked to income level and production of goods and services. A few economic factors may consist of factors affecting purchasing behavior of consumers and their spending patterns. As British assets trust has made anticipation for growth of around ten percent over the next years, the growth will be influenced by specific country’s economic condition (Chen, Imbs & Scott, 2004). In addition, currency fluctuation and changes in interest and exchange rates decide. Another factor which can affect it may be distressed market of the UK, growth, off-plans, poorly performing shares and high demand of shareholders for their investment purpose. As financial and business services industry of the UK add a gross value of more than 86,000 million EUR to the economy of the United Kingdom, British trust may make it a significant point for their business’ benefit and profitability.
On the other hand, negotiations related to the trade and investment business are progressively complex and broad-ranging that may affect its business. Prospects and key challenges are illustrated by the emerging economies’ rise (BIS, department for business innovation and skills 2011).
Social environment: It refers to the factors including groups of people, their number, growth projections, characteristics and behavior. It is because consumer market consists of specific needs and issues; therefore such changes can affect markets in a different way. In this regard, the trust has to make investment in its formulated and international trade plans in order to gain shareholders’ trust and faith on the company. Other factors that may include as social environment factors are per capita income rise of people, global scale efficiency and responsiveness of the shareholders in terms of the investment made by them (Dr. Leo, 2007).
Technological environment: It includes factors related to innovations that may affect the development and marketing process of an organization. Thus, technology carries on being smaller and quicker in the growth and investment industry. With the use of these technologies, product can help a marketer to be competitive and productive. In contrast, technological investment terms may be major opportunities for company to get into the public array and as a quick way to tailor their investment purposes and solutions to their shareholders and investors segments.
Conclusion:
On the basis of above discussion, it can be said that British assets trust is making progressive growth and development and serve its investors and shareholders’ best. It fulfills its social and ecological responsibility in a well manner and goes with government laws and regulations of considering both community and environment of different countries. Next, economic and technological factors are ever changing for the computer industry as companies come up with innovations in the market and create a competition for British trust. Moreover, social and political factors may be stable because it believes to deliver best of its services and solutions to segment market on the basis of their experience. Similarly, the UK’s main task is to boost the capacity of trade and investment business which will influence the business of assets trust. As a result, with the recovering worldwide economic worst crisis, British assets trust will be able to achieve strong, sustainable, advanced and balanced growth in the United Kingdom and overseas. In this term, challenges can be there with regards to seize the opportunities low carbon development.
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