STRATEGIC OBJECTIVES AND THEIR LINK WITH

FUNCTIONAL STRUCTURE

[Student ID]
[University name]

Logo 1: Al Rawabi (Source-Al Rawabi, 2019)

Logo 2: Etisalat (Source-Etisalat, 2019)

Logo 3: Jumeirah (Source-Jumeirah, 2019)

AL Nile Centre
Assessment Activity Front Sheet
Criteria Achieved

P1 P2 P3 P4 P5 M1 M2 D1

Students Name: Reg.#

Assessors Name: IV's Name
Comple
Submitte
Date Issued: / / tion / / / /
d on:
Date:
Pearson BTEC International Level 2Extended
Qualification
Certificate in Business
Unit No.: 2 Unit Title: Business Organisations
1 Be able to set business aims
and objectives.
Learning Outcome 1and Outcome
(LO) No. : 2 Title: 2 Understand the main
functional areas in business
organisations.
Assignment No. : 1 Assessment Understanding of aims and
Title: objectives of business
Par 1 Of 1 organisations and the main
t: functional areas in business
 organisations.
In this assessment you will have opportunities to provide evidence
against the following criteria. Indicate the page numbers where the
evidence can be found

Criteria To achieve the criteria the evidence must Tick if Page

Referen show that the student is able to: met numbe
ce rs
P1 Define business aims and objectives. 3

Describe the purpose for business in setting

P2 3
aims and objectives.
Write appropriate aims and objectives for a
P3 4
selected business.
Describe the functional areas in contrasting
P4 7
business organisations.
Explain how functional areas link in a
P5 9
chosen organisation.
Compare the aims and objectives of different
M1 4
businesses.
Compare the interaction of functional areas
M2 and how they relate to each other in selected 9
businesses to support the business objectives.
Assess whether a selected business meets its
D1 4
aims and objectives.
Declaration
“I certify that this assignment is my own work, written in my own words. Any
other persons work included in my assignment is referenced / acknowledged”.
‫أشهد أن العمل المقدم لهذه المهمة هو من عملي وأن أي طرف قد يكون شارك‬
‫في هذا العمل هو إما علي علم أو ذكر كمصدر‬.
Student’s Name: Student’s Signature: Date:
/
/

Internal Verification / Internal Review approval to use with students

IV's/ IR's Name: IV's/ IR's Signature Date:
Front Sheet
/
/

Introduction
Keeping in mind the 3 U.A.E companies that represent the 3 extents of production – primal,
peripheral and tertian, the assignment will focus on 4 duties. The primal industry is fundamental
which makes use of very less (if any) technical assistance for providing essential common things
to customers. So this assignment will see Al Rawabi dairy co LLC as an exemplary. The
peripheral industry is one level up in technology. It is dependent on technical assistance for
manufacturing leading commodities using sources from nature, which helps in making
customers’ lives easier. The assignment will check Etisalat for the peripheral (secondary) level.
Consumers are given the offer for buying products and services straight at the tertian stage. This
is the Sales point – allowing commodity producers to link with consumers. Jumeirah lodges will
be checked for this level because of its famous planning to ensure hospitable environment for
industrial consumers, and also because of its expanding reported on media.
The first objective is to understand the reasoning for creating goals and targets for enterprises.
The second objective consists of two phases. The first phase understands the importance of the
stages of industry on company’s targets and the second phase cites through specifying the
objectives of chosen businesses. The third objective is knowing the various useful sectors of the
company. For the last objective, linkage among various running sectors which work as collective
for achieving company’s goals will be discussed.

Task 1
P1: Meaning of the Aims and Objectives of the selected business Organisations in different
sectors
Aims and objectives of Al Rawabi – Primary Sector
Al Rawabi’s goal is to see itself as a leading body in the occupational sector for producing
buttery and drinkable liquids, keeping an air of achievement through performing for employees
to grow and enlarge the perspective. Its objectives are the development and production of
standard buttery and drinkable liquids that promotes fitness in way of living (Al Rawabi, 2019).

Aims and objectives of Etisalat - Secondary Sector

The company targets the providence of excellent in-class full consumer observation nationally,
as well as globally. Also, the deliverance of fancy profits to associates along with the investment
for tomorrow of the organisation, and to support productive advancement among every
operational market. The aim is focusing on carrying the digitalized tomorrow to accredit
population (Etisalat, 2019).

Aims and objectives of Jumeirah group - Tertiary Sector

Company’s aim includes deliverance of worth to consumers through creating a useful and
sincere relation towards employees (Jumeirah, 2019). Becoming a globally admired lavish place
for stay and hospitable administrative enterprise which commits to the top place in the sector by
a dedicating attitude with associates, fellows, consumers, shareholders and keepers (Jumeirah,
2019).

P2: The rationale behind Setting Aims and Objectives

The idea of aiming and targeting is to tell associates the difference between the company and its
opponents. The second aim is developing a scheme for the workers. This enables them to review
and line up their duties, in regard to the accomplishment. So targets and goals can be useful in
communicating the intention of the organization towards inner and outer associates. The
conclusion is an image of the company’s actions and its intentions for tomorrow. The purposes
for setting goals ad targets are given here:
Task 2
P3, M1, D1
Jumeirah group - Tertiary Sector Expo 2020 shall help generate growth in the UAE
hospitality industry through the attraction of
Jumeirah is a group of hotel chains that strive to
approximately 25 million visitors to the country.
provide value for money services to all the
classes of consumers residing across different
parts of the world (Jumeirah, 2019).

P3: Note down suitable goals and missions for a particular company.
The objective of Al-Rawabi is to develop and produce quality dairy and juice products which
can enable promotion of a healthy lifestyle for the whole community.
Etisalat’s goals are assigned for maximum givebacks for associates and to enhance digitalized
tomorrow to give power to population that targets technical advances. Still, it feels the
requirement to modify its’ sight for working to improve the community, in terms of ethics. This
maybe because it encountered many cases including censor cases because of the publicity and
promotion adventures. They hurt company’s deliverance intensity. So the organisation needs to
emphasize on including ethics. For example, mission of the organisation be converted to drive
digitalized tomorrow for empowering communities morally.
So lets talk about Jumeirah’s missions, which fits because they focus upon deliverance of quality
with sincerity to become a global level lavish place for stay. The aim is also to commit to
associates, fellows, consumers, shareholders and CEOs by dedication. Sustainable plans and
general missions are fruitful. Global aim focuses on strategy for growth. If the conception for
diversification adds, the organisation may easily with different merchandises, including hotels.
An example of this is Etisalat company – it began activities in telecom industry and soon, it
covered activities in producing media, web, smartphones etc. The mission may be seen as
sincerely bringing several range of commodities to consumers to become a global level lavish
place for stay.
Task 3
(P4)
Accounting and Finance
Managing money, enterprise shares, expenditures and income for investing tomorrow is the
responsibility of Accounting and Finance. The Gulf News (2019a) stated that Al Rawabi ratified
an MOU with Germany’s Biogas organisation for investing dh 50m for creating a plant.
Accounting and financial division units were able to compute advantages which the organisation
would get from this venture, which assisted in verdict. Moreover, Al Rawabi predicted raise by
12% in 6 months (Arabian Business 2018). The unit for functioning in the chosen company also
holds responsibilities to make payslips to ensure the right management of budget in a way that
workers get their wages in time (Walls, et al., 2012).
Etisalat is in the list of the big regional organisations that invests in the latest communicational
technical sectorr to make sure that UAE maintains its top position in the region and outsiders
coming to the country can interact with effective synchronization. For determining the outcomes
of latest technical assistance on Etisalat, the fall of earnings by various trade sectors is the
boundary of the financial unit. 8.480 million Bonuses were given to associates of Etisalat in 2018
(Annual report, 2018 pp. 88). It happened as the financial block gave the company data about the
state of the company and assisted to make far-sighted choices (Wheelen and Hunger, 2011).
Currently, Jumeira announced expansion amid various states by (Hotel ME news 2019). This is a
logical and calculated step which was given support by fact(s) and figure(s) provided by the unit
of finance. Undoubtedly, this is an estimation. Planning figures helps in computing difference in
real development price of the lodges in those states and calculated amounts. Analysing
adjustments help to check and control capitals by querying about main dissimilarities in the
budget.
Human Resource
Human resource management ensures control of expenses on workers – hire an individual
possessing related expertise for extracting another kind of benefit. It does so by initiating training
programs for the employees to make them able to make the most out of the given opportunities.
Etisalat’s unit of HRM examines the potential needed and initiates procedures for selecting to
fetch the deserving individual – for helping the company in laying groundwork required to
provide facilities for introducing latest technical assistance. The expenditures for wages of
administrative workers, researching and progress and other departments having link to the
sources are very high. Human Resource can help in facilitating the permanency of employees
through evaluating performances, followed by an increase in salary to create an environment of
honesty, allowing group-work to flourish.
Jumeirah’s HRM makes sure to hire the right cook for the company. A standard principle is
established by the administration and an individual ought to present to some clients, fulfilling the
standards. Performance management is capacity management; measures for finance portrays
efficiency in HRM. Continuing, facilitating, controlling and monitoring performance
management from non-economic viewpoint are also responsibilities of human resource.
Projecting figures can be done by financing, but Human resource has to administer, create
guidance schemes which would assist company in avoiding pressures from law. For example
UAE is currently focusing to have a reduction on ecosystem by lowering surplus of foodstuff.
HR’s function is to provide expertise for assisting Jumeirah to get rid of threats (CHUANG and
Liao, 2010).
IT
Information Technology is among the most important foundations for effectively carrying an
enterprise (Alkhafaji and Nelson, 2013). Al Rawabi’s unit of information technology holds
responsibilities for designing structures, programs, network of PCs to run the company tasks.
Etisalet’s information technology unit maintains server which makes sure that employers connect
to World Wide Web. To book via computerized system and social media is going to aid
Jumeriah by getting rid of inconvenient expenses for operations.
Sales and Marketing
Milk rich in Vitamin D, presented by Al Rawabi needs to be acknowledged by client’s needs,
which needs to be done by S&M, by verifying the linkage. Etisalat’s unit of S&M has the
responsibility to analyse client’s needs and carrying out suitable publicity to attract clients.
Unlike 4G, 5G is unable to market by using advertisement stuff.
In addition to playing an important part in expansion of company, S&M unit of Jumerirah assists
in attaining goals and targets of the company (Ahmed Zebal and Goodwin, 2012). As this sector
has the responsibility for valuing, it is able to collaborate with financial department to inquire if a
particular product at the current cost could assist Jumeirah get profit, which in turn can be
utilized for expansion of the unit or send raised Bonuses to associates (Kotler, et al., 2010).
Task 4
P5, M2
Market price source sequence model is utilized to discuss the necessity of brief organisation and
communication without any gap in various units (Alagaraja, and Shuck, 2015).

These 3 companies work at distinct technological stages of the productiveness and trade in the
forms of manufactured goods and facilities. The prime act is procedure, which creates direct
worth via unique ideas/designs which attracts clients and maximizes shares in the trade sector.
Generating on exceptional values is the sole way to endure the operating activities of the
company (Ehret, and Wirtz, 2017). Periphery actions of system of organisations aids primal
actions performing and placing the way to calculate the efficiency of the product developed.
HRM, financial department, information technology, buying are the supportive duties. The
assignment will develop a linkage with every unit to create coordination towards the business
target in the passages below.
Functional department and Al Rawabi objective
Finance
Financial unit aids in measuring the advantage by mixing the by-product, enhancing income by
reallocating the present volume and increasing income through the enhancement of expertise for
creating useful goods. For determining the effectiveness of the goods to the company’s objective,
some additional methods can also assist the administration.
HRM
Meredith, Mantel Jr and Shafer (2017) stated that HR develops significance, the standards might
change although. The platform to train is able to assist in getting goal, relating with enhancing
expertise which are predetermined by the tactical administration in reply to a difference of milk
clients’ attitude, which rises because of matters of healthiness. Enhancing expertise is a
extravagant deed. The financial department can assist human resource management in setting the
platform for learning workers’ profitable expertise, staying economical simultaneously. The
preparation assists in helping in making sure that the concerned expertise are refined for gaining
a modest benefit through developing an exclusive worth.
Sales and marketing
As the client wishes standard, less time consumption and access to next-door outlet, Al Rawabi
can make sure that client is offered the product, which is superior from its contestants (Ahmed
Zebal and Goodwin, 2012; Wheelen and Hunger, 2011). Moreover, engaging with the client via
electronic channels helps in identifying need for a typical kind of juice(s). For ensuring a
presently functional outlet tht benefits every related associate, the similar calculation may be
utilized. A well-established communication link within the units is important for enabling the
fulfilment of company’s goals. Companies can function for their chosen motive with ease. For
example, without interconnection of Human resource with S&M, private needs are unable to be
satisfied in a company. Matters for coordinating amid the units leads to non-efficient individuals
hired in S&M unit, that may eventually upset the conduct of these units.

Functional department and Etisalat objective

IT and finance working to stay business ahead of its competition through the introduction
of new technologies related to communication
Etisalat is an organisation that is drive by technical assistance. Hence, it is dependent on utmost
modern technical assistance to help its clients. From workfare viewpoint, United Arab Emirates’
economics should be linked globally as touristy is vital for a good Gross Domestic Product. The
Gross Domestic Product represents an increase in the trends provided that more outsiders come
to the state from other states (Ahmed Zebal and Goodwin, 2012). The foreigners; coming and
stay would be pleasurable if they can utilize the technology which was present in their original
state. Nevertheless, the establishment of fresh communicational technology requires much study
and arrangements. When we study the previous tendencies of the goods of the industries, we see
that they were continuously getting substituted with the coming of their own new versions. The
financial unit may assist in arriving at a viability of finance of goal assigned to aid in company’s
expansion into different markets also.
A well-established interconnection within Information technology and financial unit is essential
for enabling combination of the information technologies system in every day duties. These
setups minimizes the duration needed for fulfilment of duty and additional efficiencies are able
to develop.

Functional department and Jumeirah objective

Procurement, marketing and finance
The procurement unit of Jumeriah is given the responsibility to provide excellent natural
resource for foodstuff which is in preparation to deliver to visitors who are unlike in forms of
culture. The company is able to make sure the standard for a welcome package through
proposing the clients worth, which may differ because of the difference in culture. Obtaining
diversity has a cost, and because the foodstuff is unpreserved, there are chances of a price for
storage, in regard to uselessness also (Arabian Business, 2019). Through the usage of lean
administrative exercises, reservations in the guest-hotel being reserved might be accessible to the
financial and procuring units. If we project statistics on the previous records, it may assist the
financial department in arriving at the financial plan, permitting buying of definite objects
established on physical number of instructions reserved per day. Moreover, the financial unit
may assist avoiding deceptions through coming at the variance within the amount of serving
menu offered for sale in actual to the usage of natural resources’ extent and income entering into
the setup. The significance of the advertising and financial unit includes that the advertising
actions made use of in a company, are comparable and contrastable. It shows that the analysis of
cost and benefit done on 2 methods for publicity provides assistance to the unit of S&M in
developing economic choices.

Conclusion
The study shows that the 3 organisations are met with success, in obtaining their aims till now.
They have also assisted in the growth of Gross Domestic Development of United Arab Emirates
through transferring the worth they created. In the example of Al Rawabi, the signature on the
contract of biogas project shows that it exports the value it created. Although the deliverance of
Etisalat has reduced due to some factors that could not be controlled, but because of the
massiveness of its jobs, it was successful in avoiding the increase in the loss of foreign exchange.
The other two companies are near to achieving progress in their figures by the audience of Expo
2020. Although the grand function will effect Al Rawabi, but the occasion will examine
Etisalat’s assistance towards United Arab Emirates through making sure that the GDP of United
Arab Emirates is connectable with foreigners, in matters of technology. This occasion will assist
United Arab Emirates in carrying forward its hospitality by the abilities of Jumeirah to meet the
big range of the needs of foreign people. By trading a fundamental thing, like milk, Al Rawabi
has no need to depend upon modern technical assistance, unlike Etisalat.