The Institution of the European Union and Theories.

AS and A Level Politics

The EU and UK Business

AVCE Business

Task 1

A clear explanation of key underpinning economic theories relevant to the EU.

The Institution of the European Union and Theories

Economies of Scale, Firms operating in the European Union can benefit economies of

scale which is where a firm expands and lowers costs for consumers and makes profits.

Official definition is cost advantage through increasing in sale, the main advantages of this are

especially being in the EU are that firm has large market to sell to, there is increased demand

and sales to be made and above all more scope for large firms. Large business such as

Boots can compete more effectively than a smaller business due to greater monopoly and

lower unit costs which derive from economies of scale.

e.g. a firm by entering the EU has access to larger market, larger potential of sales and

increased output resulting in economies of scale. By increasing in size and producing more

average costs are lowered and firm makes a profit.

Supply & Demand

The EU enables firms from member states to operate any where in the EU, there are

advantages and disadvantages of this,

Supply increases as there are so many firms operating so supplies increases but one can also

have a disadvantage as there are so many firms operating supply has increased so prices

would be lowered, in-order for firms to compete with each other. Consumers will benefit

from this is cheaper products and services but some firms might find it hard to compete with

low prices, or compete with major firms.

Supply and demand will definitely change as Larger market, increase number of consumers,

increased sales and increased output.

The diagram shows that as supply increases price lowers so consumers will benefit.

Consumers in return will benefit from lower prices.

International trade, (trading without barriers)

Free trade, the single European market benefits a firm and the economy of each member

state, and the removal of trade barriers leads to reduction in business costs as well as in

increasing competition and stimulating consumers and encouraging the creation of jobs and

wealth. Today the single market is home to around 360 million consumers and a firm can

make huge profits as of this.

The single market also allows countries to specialise in domestic products,

e.g. France is good at making cheese and wine so they specialise in these and sell to the rest

of Europe, would. This gives the French an advantage with its products and helps economic

growth.

Specialisation

Some countries will benefit of this as they specialise in certain products or services.

Countries can produce what they are best at this is also known as comparative advantage.

E.g. France specialises in wine and cheese and many consider these products are of a better

quality when they are produced in France. France takes advantage of this opportunity by

producing what it is good at. In return results in production increases, benefit to the country,

and could also benefit from economies of scale.

The single European market dose not implement the following trade barriers and by

doing so trade is encouraged between member’s states: (treaty of Rome)

Quotas, These are limits in terms of quantity, on the amount of goods or services that one

country will buy from another. This trading bloc has been removed in the single market and

this makes the movement of large quantities of goods acceptable.

Tariffs, These are taxes on imports of goods and services and this rises the price. By doing

this the product or service becomes un-competitive as its costs are high. There is no tariff in

the single market that encourages trade and lower prices.

Exchange controls, Governments can reduce the amounts of imports coming into their

country by placing restrictions on the amount of currency that individuals and businesses can

buy. The ability to buy foreign currency is essential to international trade as sellers insist on

being paid in their own currency. This can not take pace in the EU as their is single currency

the (euro), except in UK, Denmark and Sweden.

By the removal of the above, it is easier for firms as there is no export bureaucracy. Spanish

firms will not have to pay for trading with France or with Germany as no trading restrictions

but UK will have to pay for exchanging currency as UK has not adopted the Euro yet.

International trade, competition tends to push prices down,

increase quality

lower price

maintain profit level

lower unit costs.

Single market attracts inward investment from overseas and non EU countries. Trade rises

which increases variety of products available, allows countries to specialise in certain

products which they are good at making.

The aim of the EU was to bring down barriers so firms from different countries can benefit

from large consumer markets. Consumers will have access to a wide range of products and

services at lower prices. This encourages in GDP and increases international

competitiveness.

The EU is made up of European Commission and the European parliament, which takes

care of the day to day running of the EU. There are three pillars of the EU:

*European Community

*Common foreign and security policy

*Justice and home affairs

The parliament is based in Brussels, Luxembourg and Strasbourg. This parliament decides

laws and the EU’s budget. It also has the power to sack the European Commission. Every

six months a different country takes the presidency of the EU.

The European Union is trading bloc. The steps in the creation of a trading blocs are:

*Free trade, one of the main purposes of the EU is to get rid of the trading blocs and

barriers to introduce free trade in particular area.

The removal of quotas and tariffs between members of the trading community.

*Customs Union, in addition to free trade area, member’s states operate a common

external tariff. This means that an import to the European Union from non member

country,(Iraq), there would be a tariff.

*Common market, this involves the free movement of factors of production (land, labour,

capital and enterprise) and the free movements of goods. The European Union is

characterised by four freedoms:

*The free movements of goods

*The free movements of services

*The free movement of people

*The free movement of capital

By being in the European Union a country can acquire these benefits, which can help to

improve trade and growth.

The 15 member states of the European Union are:

Austria

Belgium

Denmark

Finland

France

Germany

Greece

Ireland

Italy

Luxembourg

Netherlands

Portugal

Spain

Sweden

United Kingdom

(B)

A description of EU the treaties, including a clear explanation of how this has

generated opportunities and treats for UK businesses.

The EU treaties are international laws which are written by the nations in the European

Union. All countries in the European Union must adhere to them in good faith. There are

several treaties which can be classified as either political or commercials agreements.

Brussels Treaty

The treaty was signed in 1948 by France, Belgium, Luxembourg, the Netherlands and the

UK. The main purpose of the treaty was to prevent further conflict between countries after

the Second World War, European integration would be used to prevent this.

The treaty agreed on military assistance as well as economic, social and cultural co-

operation between the countries. The treaty paved the way for Western European Union

Nato. The treaty improved relationships between the countries and also increases trade.

This treaty created benefits for firms as customers can buy products from different countries.

Paris Treaty

The Paris treaty was set up by the European coal and steel community. The Treaty came

into effect in the 1950s and the main purpose was to improve relations between France and

Germany and prevent future outbreaks between the two. The treaty was later signed on by

Italy, Belgium, Luxembourg and the Netherlands this would results in better relationships

between the countries.

Treaty of Rome

The treaty of Rome was signed on March 25th 1957. This treaty was signed by,

*France

*Germany

*Italy

*Belgium

*Netherlands

*Luxembourg

to establish the European Economic Community (EEC) also known as the common market,

as an economic association of western European countries. The treaty of Rome has been

amended several times to take account for the new member states joining the EEC. Once a

treaty has been signed , it must be ratified by all member states before it comes into force.

By 1973 more countries joined the treaty of Rome and these are United Kingdom,

Denmark, Republic of Ireland and more.

The main purpose of this treaty is:

*The removal of trade barriers between member nations

*Freedom of movement of capital, labour, and entrepreneurship across borders.

Benefits

This benefits firms as they can set up branches in all EU countries meaning business growing,

resulting in economies of scale. Business can attract more customers as it has now

expanded new to new territories. Boots has several stores in France and Spain.

Treaty of Maastricht

Maastricht is perhaps the best known and the most controversial of the European treaties,

Maastricht is officially known as the treaty of the European Union and with it came the EU

into existence for the first time. This treaty was approved at Maastricht in Netherlands by

the 12 heads of government of the European Community in December 1991 and signed on

February 7th 1993.

This treaty states that:

*To promote economic and social progress, which is balanced and sustainable

*Strengthening of economic and social cohesion

*Establishing an economic and monetary union, which will lead to single currency

*Right to move and live in any EU state

Amsterdam treaty

This treaty came into effect on the 8th June 1997. The main aim of this treaty was to expand

the Maastricht treaty, the sections that were going to be expanded are:

*Public health

*consumer protection

This treaty aimed to make the EU democratic in preparation for its eastwards enlargement.

The European Parliament was given power to legislate in co-decision with the council of

Ministers on a range of new issues such as:

*Employment

*Social exclusion

*Customs and data protection amongst other issues.

This treaty helped to create jobs, improve border checks and the protection of the

environment.

Opportunities and threats for UK business

Today, over £130 billion of Britain’s trade is with the European Union and 3 million people

employed as of the European Union. The enlargement of the European Union has created

opportunities and treats for UK businesses.

These treaties have created opportunities and treats for UK businesses, the Treaty

of Rome allows movement between countries without any barriers. This means people are

allowed to move from one country to another no matter if its for work or for a holiday. This

would benefit a firm as it would mean more customers can be attracted and a firm can cater

for foreigners and can open branches in other countries. On of the main advantages of this

treaty is that consumers can so easily travel from one country to another that businesses will

be attracted by huge number of customers. Firms do not have to pay taxes on imports and

exports in the European Union so less costs are incurred. This in return will benefit the firms

as more sales can be achieved and increase in profits.

The Maastricht treaty helped many businesses as it created more money for these firms.

Plans for single currency have also benefited firms as there is now a fixed exchange rate

system so businesses can plan ahead with what deals they want to make. There is a clear

benefited of single currency as there is no transaction costs no conversation costs meaning

firms can benefit form higher profits.

Single currency has helped Boots as foreign suppliers are willing to trade as no extra costs

but UK not being a member Boots in UK is making less profits as from the one in the Single

currency states.12 members have adopted the single currency and by doing are paying less

costs and increases in profits.

The Treaty of Amsterdam is to promote equal opportunity, free movement and economic

growth. This treaty allows workers and businesses rights at the work place. The workers

have the right to be treated fairly and confidentially. This in return improves employer and

worker relations and improves employee performance.

The treaty has created more jobs and by doing so firms have been able to access people

with wide range of skills and abilities. Resulting in an outstanding workforce which also

improves company performance.

Boots had to make considerable changes in its strategy to be able to operate in the

European Union.

Opportunities for Boots

The opportunities offered by the European Union are:

*Boots operates in the UK, the UK market share is 64 million whilst the EU consumer

market is 375 million. This offers Boots scope for considerable economies of scale and

increased profits. This is a major benefit to Boots as there are more consumers to sell to.

The above have been allowed due to the signing of the Treaty of Rome, which allows

movements of goods and capital and labour without any barriers and restrictions. The treaty

has enabled Boots to transport goods from one country to another without having to pay

taxes such as tariffs and quotas. By doing so Boots costs have been lowered .

*The scale of the European market means that firms can specialise in particular niche

markets and earn sufficient profits.

*Firms throughout the UK can seek mergers and commercial agreements with other

European businesses. By co-operating with businesses whose strengths are complementary,

organisations can derive benefits. Alternatively, take-overs might be the means by which

businesses increase their scale to cope with the European market.

Threats

*Boots faces much more competition from other European businesses, even in the United

Kingdom. This can result in the prices forced down; giving lowers profit margins or even

resulting in bankruptcy. As firms have access to your country as well as you having access

to theirs. This is the result of The Treaty of Rome.

*Some UK businesses may be liable to hostile take-overs by larger European businesses

intent ...

This is a preview of the whole essay

organisations can derive benefits. Alternatively, take-overs might be the means by which

businesses increase their scale to cope with the European market.

Threats

*Boots faces much more competition from other European businesses, even in the United

Kingdom. This can result in the prices forced down; giving lowers profit margins or even

resulting in bankruptcy. As firms have access to your country as well as you having access

to theirs. This is the result of The Treaty of Rome.

*Some UK businesses may be liable to hostile take-overs by larger European businesses

intent on dominating the new European market.

*Boots has to consider the marketing of its products carefully as it operates in the single

market and their are many different cultures and languages which might be offended by its

advertising. This is the result of The Treaty of Amsterdam which states on equal

opportunity, public health , consumer protection, customs and data protection and social

exclusion. The treaty has had an affect on Boots as many key points must be considered

when employing, advertising, and worker rights. If Boots fails to operate by the rules it is

likely to be fined and could result in loss of reputation.

The treaties have more advantages than disadvantages,

The Treaty of Rome has enabled Boots to operate in a larger market, by a firm operating

in the EU its can potentially sell to over 380 million consumers. Goods and companies can

sell to their products anywhere in the member states and consumers can buy where they

want with no penalty. The advantages to firms are huge, the treaties have removed all tariffs,

and customs barriers so firms can operate freely. By doing so Boots incurs lower costs as

no taxes on movement and profit rises.

Another benefit is that citizens of member states can live and work in any other country and

their professional qualifications would be recognised so fee movement without restrictions.

Boots benefits of this as it has now access to a variety of candidates with many different

attributes. As a result Boots will have a quality workforce who can provide a high level of

customer service. This will allow new customers to be attracted and Boots even increasing

in size benefiting from economies of scale. The Masstricht Treaty allows, Boots to trade

with many different suppliers and dealers as one currency and no exchange rate costs easy

transactions. Boots benefits from lower costs and increases profits. Currencies and capital

can flow freely between the member states and European citizens can use financial services

in any member state without any charges or difficulties. The treaties also provide better

consumer protection, e.g. all toys must meet European safety standards and students have

the ability to learn in any of the member states, the British government is encouraging this as

it wants its students to be experienced. Boots is offering work experience places to students

meaning attracting employees from the European Union. This treaty allow employee rights

and resulting in a better quality workforce also environmental issues must be considered by

Boots as what to do with waste and testing products on animals which falls under the

Treaty of Amsterdam.

Task 2 /A

An analysis of relevant cultural attributes

Culture is the attitudes, values and beliefs that are shared by people in the business. Ronen

and Sinker with their cross cultural studies were able to derive eight world wide clusters

based on shared societal attitudes and work related values.

There are three categorises of cultures:

Different culture in the EU

There are 15 member countries in the EU with all their respected cultures, customs and

beliefs. The cultures differ greatly from one country to another.

Below I will state all the different culture and beliefs and certain key facts on the member

states.

*France, with its population around 58.3 million differs from each and every other member

state.

The official language of France is French, with many minor languages spoken, Arabic,

German, Portuguese. Over 55% of French people identify them selves as being Catholic

and around 10% visit the church regularly. Another religion which takes place in France is

Protestant. There are a number of Muslim’s which makes the countries largest religion as

well as there being Jews and Hindus. French standard of living is consider to be one of the

best in the world, although the French are paid less compared to British, the French spend

more on leisure and outdoor activities. Culture, arts and history are very important to

French people. Certain groups in France in-order to preserve this have tried to ban English

movies, songs and the use of the English vocabulary.

Italy the official language of Italy is Italian with some minor languages such as Sardinian and

Cheetic. The population is roughly 50 million. Italy has the most beautiful buildings and

architecture in the world with galleries. The country has a huge number of tourist every year

and also many high quality brands.

Germany, the official language of the country is German with many minor languages such as

Turkish as many workers from Turkey. Also spoken in Germany is Frisain and English.

English is taught is all German schools and this is mandatory. The Germans have adopted

the single currency and the country has the unmissable museums and art galleries. The

majority of Germans class them selves of being Catholic, there are also other religions such

as Islam and Judaism. German is considered to be the second most richest country in the

world with one of the most effective education systems.

Sweden, the official language of Sweden is Swedish and Lapp. The population is roughly

40 million and the country has not adopted the single currency the Euro. Sweden is

economically struggling and many people are leave for UK and France for work. Religion is

quite important to the Swedish people the main religion is Christianity, with small pockets of

other religions such as Islam and Protestants. The cost of living in Sweden is relatively lower

to the rest of the European Union countries. Joined the EU in 1995 but has not adopted the

single currency.

Belgium, the official language is German. The capital of the country is Brussels this is

where the EU is based. Education is taken to be very serious and attendance is obligatory

for all children and young people aged between six and eighteen. The economy is export

oriented as they’re mainly exporting goods to other countries. Religion is important to the

Belgians especially after the great war many believe in Christianity.

Austria, the official language of the country is Solvene, Croat, Hungarian and Czech. The

population is roughly around 30 million,, the country is diverse defined by culture and

historic differences. Since the war the Austrians have undergone great transformations.

Many people are now working in the services sector instead of the farming, this change is

increasing and now 1 in 8 are only in the primary industry. The religious practice of the

country is mainly Catholic. Austria is visited by approximately 10 million tourist every year,

who come to see the war grave yards and war history. Education is the governments

number one policy and large amounts of money is invested into the education system, the

languages taught in schools are English and Spanish.

UK and Ireland the two are said to relate to the USA as their are exhibiting more

similarities to the USA than to the other EU members. The languages spoken in cluster one

are English, which is the official language. Some Celtic languages, Welsh, and Asian

languages are also spoken such as Urdu, Hindi and Cantonese. Religion is important in

cluster one, the main being Christianity, the two types are Protestants and the Catholics as

well as many other religions, such as Islam. There are many different cultures and languages

in the EU, the United Kingdom has a different culture to Germany as the way of living in

both countries is different.

The United Kingdom joined the EU in 1973 and its population is roughly around 60 million,

the population increases roughly about ½% every year. The GDP produced per head is

around $223.550 and overall around $1,407bn, the United Kingdom has the unemployment

level of 5.2% that is considered low to some countries.

Tourism is one of the major growing industries in the UK, and the services sector has seen

major boom with UK specialising in insurance and banking. The services sector has the

majority of workers whilst the manufacturing and agriculture sectors have seen a declined in

the number of workers.

English is the official language of the UK but there are variations in some regions.

Immigrants and their children speak a number of Asian languages in the UK. such as

Persian, Urdu, Hindi, Bengali, Cantonese and many more. The United Kingdom has a

multicultural community with people from all over the world.

With the UK being in the far west it climate is mostly different from other EU countries,

there is variation between north and south, with the north being generally wet and colder

then the south. London is densely packed whilst the countryside areas are lightly populated.

The citizens of the United Kingdom find that their costs of living are much higher then the

rest of the EU countries, many essential items such as food, public transport and petrol are

higher priced then most if not then all the EU countries. UK is one of the most expensive

places to buy a house especially in the capital London.

Portugal, the official language of the country is Portuguese. Customs procedures in

Portugal are generally simple and problem free. One of the things that the Portuguese hate

and the law states no fresh meat can be brought into the country. The Portuguese don not

take ease to animal testing and have strong thoughts to this. The main religion in Portugal is

Christianity. Education systems is being improved every year Portugal. Portugal has

adopted the single currency the euro after major debates and now the country is benefiting

from this.

Spain, The main language of Spain is Spanish, Basquie. The population is roughly 54

million. The education system is teaching students at school English and many people from

around the world especially from rest of Europe are buying second homes in Spain. The

tourist industry is booming every year in Spain. Roughly 50 million tourist making Spain the

second most visited country in Europe after France. The Spanish Island are visited by many

British visitors every year and they are not taken kindly as the British are considered to be

loud and said that they cannot behave in an orderly manner. Culture and arts are very

important in every day Spanish life with many films being shot in Spain as of the beautiful

buildings and surroundings.

Greece, The official language of the country is Greek, Macedonian, Turkish, Albanian. The

main religion is Roman Catholic and with many minor religions such as Islam and Judaism.

Some of the worlds most beautiful architecture is in Greece with Folk art and Classic Greek

sculpture. The tourist industry is also of a high standard as around 30 million visitors very

year.

Multiactive culture

Language, should be thought from the point of view of both the written and spoken

language. Language should be considered when marketing the product internationally and

when representing the product. Language should be considered when launching a product

as instructions might be hard to understand and to satisfy all needs. Language is linked to

education if a country has a good education system then there would be less difficulties.

Attitudes and values, are different in some countries in relation to matters such as time

keeping and appointments. Attitudes and values differ from countries to countries, it might

be considered rude to question elders but in some acceptable.

Religion, this is very important to a lot of individuals, such matters as prayer times and

religious meetings and rituals a company must consider these when launching products as it

can offend some religions.

Aesthetic consideration, this is regarded as things which are beautiful or of a good taste.

This could include branding, visual appearance, colouring or shape a firm must consider the

following when launching a product internationally as some colours and brands are seen to

cause offence in certain countries. These can be historic sights such the leaning tower of

pizza in Italy or the Dome in UK.

Education, in certain countries if not all is very important, as this shows levels of

understanding and literacy and firms can use specific marketing strategies to represent

products to all people with different levels of understanding.

Law and politics, this is very important and must be considered when marketing products

as some laws and regulations are different form one country to another. Firm must make

sure it does not cause a dispute with its strategy or major loses could be suffered.

International organisation, this is very important because of its commercial infrastructure,

which can change from the way business is conducted to the state of the road and general

transport systems.

A Grouping of EU countries by means of 1 set of cultural attributes.

There are eight world- wide clusters, five of them being in the European states.

I will now analyse a set of cultural attributes, I will look at all the different languages

spoken in the 15 European Union member states. There are many different languages

spoken in the member countries, A firm when marketing its products needs to consider

many key essential facts and some of these are,

*Language

*Attitude and values

*Religion

*Aesthetic considerations

*Education

*Internal organisation

*Law and political issues

Below I will present all the languages that are spoken in each of the member states,

there are various languages spoken in the European Union below I will represent the

language that are spoken in the EU countries via by a grouping.

Groups

Celtic,

The languages that come under this category are,

Britonic that which includes Breton, Welsh, Cornish, and Pictish. Spoken in UK,

Ireland the Eu members.

Gaelic also comes under this category and the languages that are in this category are

Irish, Scottish and Manx. Spoken in Ireland

Romance, there are several languages in this category and these include,

Ibero-Romance this group includes,

*Portuguese, spoken in Portugal and Spain

*Galician

*Spanish, spoken in Spain

*Catalan

Gallo-Romance includes,

*French, spoken in France

*Occitan, spoken in Luxembourg

*Franco Provencal, spoken in France and Netherlands.

Italo- Romance includes,

*Standard Italian, spoken in Italy

*Dialects of Italian, spoken in Italy and surrounding area

*Corsica

*Sardinian, spoken in Italy

Rhaeto- Romance includes,

*Swiss Romance

*Dolomitic Latin, spoken in Spain

*Friulian

Dcao-Romance includes,

*Romanian

Baltic, several languages spoken in this category.

North Germanic

*Icelandic

*Faroese

*Norwegian

*Swedish, spoken in Sweden

*Danish, spoken in Denmark and some areas of Netherlands

West Germanic includes,

*English, spoken in England, Ireland, and various EU states as most common language

*Frisian

*German, spoken in Germane & Austria

*Yiddish

*Dutch/ Flemish, spoken in Denmark

*Luxembourgish, spoken in Luxembourg

The above shows the languages spoken in the EU member’s states. Vast numbers of

languages are spoken, as travel has been so easy as of the treaties so people can move

around so easily. The treaty of Rome has allowed the movement to be so easy as of this a

variety of languages are spoken in the U and the UK. The above tables show the languages

spoken in EU member states and there origin.

Task 3

A description and analysis of the impact of EU monetary policy

In the1979, European Monetary System (EMS) is introduced on the initiative of the

Commission President Roy Jenkins setting Europe on the road towards the euro.

The main aim of the EMS was to introduce a single currency, this consisted of the Ecu- an

artificial currency unit- and the exchange rate mechanism, which tied the European exchange

rates together.

Stage 1 of the EMS

*Free movement of capital

*Narrowing of ERM band

*Closer co-operation between central banks

*Closer co-ordination of economic policies

STAGE 2

*Convergence of member states ‘ economic and monetary policies

*Establishment of European Central Bank

*Independence of national banks

*Participating countries fix their exchange rates

The main aim:

Joining the euro could enhance both growth and employment prospects, and create an

attractive area with low inflation and stability, which would increase the level of investment

and create more opportunities. The EMS makes the single market more competitive as

fewer restrictions and a single currency.

Stage 3

*Introduction of single currency as an electronic currency

*Launch of euro notes and coins

12 out of 15 countries adopted the Euro currency and gained many benefits as of

this such as:

Advantages

*Lower costs for management of money- no currency conversation costs, will benefit firms

as costs reduced

*Fast transactions- no delays in arranging currency conversations

*No exchange rate fluctuations, as single currency, therefore greater certainty. No need for

business to use safe margins in import and exports.

*Transparency of costing- easier for business to secure supplies which reduces costs.

Disadvantages

*Cost of conversation, new software may be needed to handle this,

i.e. computers need to be updated

Loading cash machines with new currency

*The understanding of the new currency

Effects/ the impacts of the Monetary policy

Before a country could join the single currency it must meet five tests, UK has the ability to

join the euro but has not joined as a results UK firms are at a disadvantage because

currently most of the UK trade is with Europe and since UK has not adopted the euro its

firms are at a loss.

The pound has been relatively strong against the euro this has made the price of UK exports

more expensive and imports relatively cheap so UK firms are losing trade as of this.

As of this Boots prices their goods in Euro’s across the Euro zone as a whole rather than

with individual countries and currencies.

Benefits/ affects to Boots/ Business

The induction of the euro will have an impact on Boots, whether or not the UK decides to

join the EMU. Boots has business in nine of the first wave countries. *Boots is prepared

for the induction of the euro since 1999. Boots has been preparing for the euro currency

and this has had an impact on the business as vast amounts of money has been spent on

systems changes, updating systems to take the new currency. In-order to be ready for the

trading with the new currency, Boots has incurred costs but predictions state profit margins

will increase via using the euro.

*will concert their normal systems in line with the government conversation plan in each

country

*be able to take euro notes and coins in retail stores in the Republic of Ireland and the

Netherlands in January 2002, this has had an impact on Boots as their staff had to be trained

on how to use the new currency which has incurred costs for Boots. Time for training is

consumed as significant costs will be incurred to change IS systems to support the change

over to the new currency in the UK or the rest of Europe. .

*be ready to handle the consequences of UK entry

*Boots customers as of the policy may be confused with the change over of the currency,

pricing may thought to be suspicious as quoted in euro’s and customers may be concerned

that retailers are concealing prices. Boots in-order to prevent this, had to train its staff and

change labelling of the prices and the displays in-order to make the customers life easier.

The change has effected Boots as large amounts of money is being used to carry out the

above procedures.

It will cost Boots approxmently 40 million in preparations for the euro, this 40 million will be

used to update systems and get the company ready for the euro.

Benefits to Boots will be less conversion costs, suppliers more like to trade as same

currency. Customers would be confused over the prices and might wonder if they are being

charged to much. Significant costs will be incurred to change IS systems to support the

changeover to the new currency.

A description and analysis of the impact of the EU competition policy

Competition policy is essential for the competition of the internal market, competition is the

main factor of the single market, as of this a competition policy was needed so firms can not

take advantage of consumers and to encourage efficiency by creating a climate favourable to

innovation and technological progress.

Its main objective is protect consumer interest by allowing them to buy goods and services

under the best conditions

Objective of competition policy

*To ensure firms are not charging monopoly prices in excess of the competitive equilibrium

*Follow the complaints from member states, firms and individuals

*Following notifications of agreements by firms

*Following notifications of state aid planned by a member state

The competition policy allows the Commission to carry out inspections on businesses and

premises without giving prior notice and can demand to see the necessary documents. If

firms are to found to be exploiting the consumers the Commission gives the concerned firm

an opportunity to explain or could even fine the firm concerned. The main objective of the

competition policy is to stop anti- competitive behaviour.

The Commission can also declare the following:

It can aid and promote the development of certain activities and regions, it can also promote

culture and heritage all this can help the economy grow.

With the single market comes a lot of competition and firms can be affected by this so one

of the ways to get around this is to enter into vertical or horizontal agreements with object of

foreclosing rivals markets. Simply companies in an oligopoly

Market could join with competitors and fix price so increased profits can be made. Cartels

are introduced to challenge these practices so consumers will not be exploited.

Competition policy can affect a business; there are many benefits of this policy as well

as there being impacts. The policy is tough on price fixing where firms fix prices in-order to

compete with competitors or even put them out of business. This act does not allow

mergers, which will not benefit the consumer. This has an effect on business as there would

be competition existing and a choice for the consumer as there being many firms supplying.

State aid

State aid is considered to be a scrutiny under competition policy, in many cases it is deemed

as justifiable. State aid is expectable when it promotes economic growth in less funded

areas.

But it is deemed unfair when it is given to firms to have a competitive advantage over

another firm or in the industry. The commission has the right to bloc or force the repayment

of such aid.

There are some measures introduced for firms so that they can not unintentionally fall foul to

the above:

Notification of agreements and mergers.

Companies attempting to merge must put forward their plans and the Commission checks to

insure consumers would not be exploited. A firm must put their plans forward to unsure that

they are not breaching any rules.

This can have an impact on firm such as Boots if the government is helping a firm that firm

will have an advantage over the others. As its finances are being helped with and could in-

order to compete reduces prices this will effect the other firms.

Ground rules for state aid

State aid would only be acceptable when a sector is in desperate need of funding and the

Commission makes sure that the state aid would not give a firm an advantage over another.

This is designed so that a firm in difficulty can overcome it, it is not designed to give a firm an

advantage over another.

Take-overs

This is where big firms by obtaining smaller firms as they potentially have higher finances.

Smaller firms can not compete with larger firms, larger firms by reducing their prices can put

smaller firms out of business. Larger firms can even acquire the smaller firms assets and

obtain the company this is another method of a take-over.

The benefits of this is that competition will be reduced and the larger firm increasing in size.

Some take-overs can be referred as hostile in other cases some mergers are welcomed by

companies as by linking there may be substantial benefits for the business and for the

consumer.

The competition policy can have an effect on a business as there are many watchdogs who

keep track on prices and if a firm is charging higher than it should be the watchdogs can

exploit the firm as of this a firm can lose it reputation and sales. There are also Cartels who

keep track on mergers and if firms exploit consumers they can react. A firm like Boots must

be aware of these terms or could result in loss of sales and reputation

A description and analysis of the impact of EU social policy

In 1989 all member states with the exception of the UK signed the social charter agreement.

The charter looks at fundamental social rights of workers. The social policy first made a big

impact in the European Union and its the social policy looks at many key areas such as,

Unemployment

Health

Education

Work/ wages (minimum wage)

Living standards

A part of the social policy is the social charter, which was implemented in 1989 to improve

the lives of the European citizens. The social charter included these main parts:

*The right to freedom of movement

*The right to employment and remuneration

*The right to improved working and living conditions

*The right to social protection

*The right to freedom of association and collective bargaining( right to join the trade

union)

*The right to vocational training

*The right of men and women to equal treatment

*The right to worker information, consultation and participation

*The right to protection for children and adolescence

*The rights for elderly person

*The rights of the disabled

*The right of health and safety in the work place

These rights look at the livelihood of the citizens in the European Union. The Social charter

was first introduced to Britain in 1997 and it helped citizens in all shape or form to improve

their daily lives.

The Minimum Wage

The UK government introduced a minimum wage applicable to all employees in all

employment sectors in 1999. The level was originally £3.60 per hour and since then has

moved to £4.20 per hour. As a result UK workers benefited of the minimum wage

receiving an average of 20% pay rise. This helped public spending but also incurred extra

wage costs on businesses. A fixed wage was introduced so UK is paying the same level as

the rest of Europe as a part of the single market.

This has had an impact on businesses as they’re having to pay extra costs. Firms

are now having to pay all workers at the age of 18 or above a fixed rate which is been

introduced by the Social policy. Firms must pay this as this is mandatory which is increasing

costs for a business.

Working Hours

The Social Policy has also set the number of hours an employee can work in a week.

Working time directive,

Employees to work no more than 48 hours per week averaged over a 12 week period.

This makes it harder to operate annualised hours arrangements. Firms must consider this as

employees can only work set number of hours and firms making their employees work

longer can be fined. This can have an impact on the firms reputation and effect trading

tomes as staff working hours need to be considered.

Parental leave directive

This gives both parents the right to take unpaid time of work to look after their children, up

to the child’s fifth birthday.

All firms must apply with these and this can also have an effect on a firm as replacing the

person can incur training costs or even a new recruit which applies costs to a business.

Training and development

Training and development are vitally important for the overall efficiency and competitiveness

of an organisation. There are several types of training and development programmes

designed to fulfil a variety of company needs:

* coaching

* apprenticeship

* in house training

* external training

Training can either be on the job or off the job, both are very important to the business.

Proper training and development are essential if an organisation is to retain its employees

and remain competitive.

By training employees and motivating them employees feel valued and work harder which

improves the business performance and increases profit.

All employees have the right to trained at the workforce as a part of the Social Policy, this

will benefit the firm as having a trained workforce will give customer satisfaction and

increase company loyalty but it will costs the business to do.

Many organisations in the EU would have been affected by the above rules and legislation’s,

but businesses can take advantage of the above as the social policy states that workers have

the right to be trained and equal opportunities by following the above a firm can have a well

trained workforce who is committed and working under safe conditions which will attract

more workers and improve efficiency.

A firm will definitely face challenges but the above will make it more competitive and

increase profits.

To overcome some of the above a firm can move production to a cheaper labour country

this will save the firm huge costs.

Justifications

The above theories will help firms to compete more effectively as there is ground rules set

and firms will have to follow them. The social policy helps to satisfy worker needs, the

minimum wage bill has been introduced so firms cannot take advantage of workers.

Task 4

Brief analysis of the size and the characteristics of the market available to Boots.

Boots is a pharmaceutical /cosmetics chain, it has 299 stores through out the UK and

employees 4400 staff. The size of Boots stores ranges form 5 members in rural to 55

members in the city locations. Boots is the leader in the health care market in the UK, with

its many brands and medicines such as Strepsils. Boots has the largest electronic point of

sale network in Europe with over 13000 tills this shows that vast number of consumer

purchases are made.

Net Sales in the UK market

2002 2001

1st quarter

Cosmetics 15,300,479 13,357,182

Dermatology 252,407 183,225

Pharmacy 3,109,013 2851,401

Other 112,936 116,690

2nd quarter

cosmetics 15,770,791 14,336,297

dermatology 230,708 167,082

pharmacy 3,114,149 2,897,167

other 67,753 89,701

3rd quarter

cosmetics 15,164,331 13,992,742

dermatology 252,811 207,941

pharmacy 2,923,334 2,831,676

other 92,283 120,135

Nine months total 56,390,885 51,181,239

The above figures indicate the number of net sales made in the two years. It clearly shows

that Boots has increased sales from 2001 to 2002. The UK cosmetics market is controlled

by Boots, with more than 60% of the market. The main competitors for Boots in the UK

market are Superdrug, House of Fraiser, Debenams and John Lewis. The above

shows that the sales have grown by 8.5%. This is due to the strong performance of the

company and sales made during Christmas period.

Boots and the EU market, Boots already has several stores operating in the EU, in Italy,

Netherlands and even Spain. It plans to open more stores throughout the EU as is

increasing in economies of scale. Boots will opening stores in the following EU member

states,

France

Germany

Finland

Turkey (Turkey not member of the EU at present).

Boots operating in the UK had potentially 60 million consumers to sell to, by operating in the

single market it has now increased to 360 million consumers being larger market/ wider

market. Boots by operating in the UK sells to approxmetaley 24 million consumers a year,

and the profits are in the billions.

There are many opportunities and threats of Boots operating in the single market, these can

have a major affect on the way a business performs.

The single market allows companies form all over the member states to sell its products and

services anywhere and consumers can buy where they want without no penalty. A firm has

potentially 360 million consumers to sell to and this in return the business can face a lot of

competition.

The market is very competitive and not balanced, Boots has to decide how they would

increase sales in the EU and what type of marketing techniques to use.

Evidence of the EU cosmetics market, there are many firms in the EU competing for the

cosmetics market and some of these are, Sainsbury, Douglas, Revlon Europe, and Wella.

This is the competition Boots faces in the single market with the main competitor being

Alberto- Culver which has a high profile in Europe.

There are mixed reports of success in the men’s cosmetics market across Europe in 2001

and 2002. Growth has been noticed in France, UK, Italy and Spain whilst the cosmetics

market sales in Germany have seen a decline. There is stiff competition for Boots in the

single market from many major and small firms. There is stiff competition faced by Boots

but the advantages the single market are greater as companies can sell their products

anywhere in the member states and consumers can buy where they want without any

penalty.

Boots Europe 2001/2002 faced challenges as of the euro, but Boots in the Netherlands

opened 15 new stores and profits have increased by 8%.

Boots in the EU market has access to potentially 360 million consumers if Boots only

operated in the UK market it would have access to only 60 million consumers. The EU

market is very competitive with competition from many foreign and local firms. The main

foreign firms are Loriel and Revlon.

Below is a comparison between the first three months of sales in 2002 between

Boots and Loreal in Spain Europe.

Boots Loreal

Health 4..2 4.1

Beauty & Toiletries 10.9 10.3

Other 7.7 6.5

Total 8.1 7.5

The above clearly states how stiff the competition is in the EU cosmetics markets so Boots

is facing increased competition.

Maximising opportunities and threats

By operating in the EU a firm can encounter many opportunities and threats, Firms

such as Boots has to identify competition and plan how it would face it. Any firm operating

in the single market will face competition from two sources either local companies and other

foreign organisations. The nature of the competition will be affected by the type of demand

already being satisfied in the market and the characteristics of the goods being sold. To be

the front-runner Boots had to extensive market research in order to competitive in the

market as there is so much competition.

Opportunities

*The single market allows a firm to sell to 380 million consumers

*New customer categories- New market opportunities are born when a firm identifies

groups of customers who aren’t being satisfied with what’s available

*Opportunities can be recognised and production to meet demand resulting in profits

*Access to highly skilled people- Boots can recruit many different people with different

skills form different backgrounds. Resulting in a multi skilled and flexible workforce

*Additional locations- Boots has the opportunity to open a store anywhere in the European

Union and start operating, resulting in economies of scale

*Gives Boots the opportunity to merge or work with other similar firms and produce quality

products

*New distribution channels, finding new customers, marketing campaigns.

By introducing the above changes Boots will be able to expand to a greater extend and

increase its profits margins.

This can be done so by moving production to lower labour countries so costs are lowered.

The packaging of Boots products are undertaken by foreign firms such as Packago which is

a Hungarian firm and Boots benefits of this as wages costs are lower in Hungary and costs

as of this remain low. This is an advantage for Boots.

Threats

There are threats as well as opportunities and these threats are,

*New and aggressive competition for Boots as foreign firms can operate in any EU country

just as Boots so competition is increased. The following is Boots competition in the single

market which is by brands and stores,

Ascend- Hair care

Balsam- Hair colours and care

Cover girl- cosmetics line

Giorgio- perfume

Infasil- soaps

Laura Biogiotti- Perfume

Bobbi Brown Europe cosmetics in Europe

Clinique- cosmetics/ skin care/ perfume and also hair care and many more products

Dove

Calvin Klein

The competition faced by Boots in the single market is intense, the above are the few

competitors who Boots will have to face in the market with many more. Source of

information from, (www.cosmade.com).

The Europeans cosmetics industry continues to thrive and maintain its position as a world

leader. The fact and figures of the European cosmetics market industry are indeed

impressive. Generating almost 50 billion euro’s in 2000, the European cosmetics industry

continues to lead with almost twice the sales volume of Japan and one third more than USA.

Over 150 000 Europeans are employed directly by the cosmetics industry and an additional

350 000 indirectly in retail, distribution and transports sectors. This is due to the industry’s

considerable investment in scientific research and development, product innovation and

expansion into new markets the globe.

The cosmetics market of the 15 member states of the European Union calculated at retail

prices at the point of sale increased in 2000 by 4.5% to 49.4 billion euro’s.

Portugal showed the highest market growth (+11.2%), closely followed by Ireland (11%).

Sweden (+7.6%), Spain (+7.5%) which is also above average.

In contrast market growth in the three largest European markets: Germany France and the

United kingdom were below average, compared to the above.

Nivea has increased sales almost all most five- fold since 1990. In 2002, the company

growth of 6.9% shows that the growth strategy was successful at times.

The Zurich- based Juvena/ La Prairie group generated sales of 178 million euro’s, sales

of the La Prairie brand alone were up by 9.5% Boots has stiff competition in the market.

Sales of L’oreal in 2001 reached 13.7 billion euro’s in line with the group expectations.

Sales growth rate compared to 2000 was 8.4%. The groups cosmetics sector continues to

grow faster than the market.

*Supply and demand could be changed as there would be so many firms supplying so prices

would have to be lowered in-order to compete with each other. So Boots would be

affected and prices would have to be lowered. This is a major threat for Boots and Boots

can overcome this be merging with a firm and reduces to drive competition out.

There are many threats being in the single market especially the competition listed above,

Boots has to market its products according top each country its operating as not all the EU

countries speak language, have the same religion and they all have different beliefs. Boots

has to ensure its does not offend any consumers in anyway or this could have a major affect

on the way the business performs. Also pricing should be the correct amount as there are

so many suppliers, Boots charges higher could result in losing customers as move on to a

competitor as Boots is charging higher prices.

Justifications and recommendations

The above opportunities will help a business, as there are no trade barriers, Boots has

access to over 360 million customers. The labour costs are much higher in UK then any

other single market country, meaning Boots has benefit from lower costs and movement of

goods in the single market is much easier, there is more flexibility of movement. Boots

would benefit form lower costs and increased profits. As most production is and will be

carried in lower labour countries in Europe this will save Boots millions in costs and as no

trade barriers and no restrictions no charge on movements of goods so this will benefit

profit. This is the result of the treaties. Trade for Boots is made easier and quicker by

operating in the single market as there’s no trade bureaucracy and establishing common

product safety standards so that manufactures can sell their products all over single market

without having to test product in every country. This method has saved Boots millions as all

countries agreeing with same rules and regulations. Another main advantage Boots has

benefited from is skilled labour with many qualifications which were not found in the UK,

Boots has recruited staff from different countries to find out what consumers from each

country want and how it could satisfy them needs. Boots has taken advantage of the above

and increased choice and helped to bring price down through greater competition and

liberalisation. Boots has benefited greatly from operating in the single market and its costs

could be reduced to a greater extent if the UK joins the single currency.

Task 5/A

Recommendations on product adaptation to meet the needs of different cultures

About three quarters of Boots business is done outside the UK. In Europe Boots is leading

the healthcare market it is doing this as of efficient market research. Boots has designed a

specific policy when launching products throughout the single market.

Boots when launching products considers many factors such as, cultural differences, beliefs

such as religion, customs and above all individual country laws. By following the above

Boots has realised that it products have done considerably well all over the single market.

Boots has recognised the need to provide a vast range of products for many diverse people.

When Boots launched its product No.7, it considered many cultural aspects, Boots

launched the product in all the single market countries but had different advertising

campaigns as different countries had different beliefs.

Firstly Boots did not test its products on animals and this is stated on all Boots brands, as

most countries that Boots operates in do not take kindly to animal testing. Some of these

countries are UK, Ireland, Netherlands and Italy. If Boots did not consider this it would

have made huge losses and lost its reputation.

Product adaptation /language, Boots also had to consider such aspects as language, it

cannot have the same instructions in every country as not all countries speak the same

language so instructions in different languages had to be put on bottles. This is done so

consumers can understand the details. Labelling and packaging is carried out by Packgo

which is a firm that Boots employees to do this. Boots has to consider in each country they

operate in and their language as Italian labelled products will be no good in Spain as the

language is completely different. This links with the cultural differences listed in task 2 where

all the language spoken in the EU member states are listed. Language difference is a major

costs for Boots as labelling costs in each country they operate in, is different form the other.

Language also sets another costs for Boots which is advertising as advertising campaigns

also have to be adapted to meet each countries language. This is one of the major costs for

Boots and language can not be standardised so this is one of the disadvantages of being in

the market and having to meet different needs as they are costly.

Product hair dryer, Boots has to consider many aspects such as plugs as not the same

plugs can be used in the same country so for each country Boots has to meet the certain

country need. Country laws and religions must also be considered as some adverts could

cause offence to people and result in loss of company reputation. Country laws state that

products should be fit for human use or consumption and this is done through the

standardising the product. So this would not cause conflict with consumer needs and the

product are safe. Some cultural differences can also have an effect as some of the French

do not like the English influence and even object to speaking English. Boots has to consider

this and if it fails to imply could result in losses of sales.

Product packaging that attracts the consumer attention at the point of sale. It is on of the

most important things to consider when launching a new product, the packaging must be eye

catching and Boots always ensures when launching its products that the packaging does not

offend any consumer. This is because some colours are considered to be bringing bad luck

or even misfortune so no consumer would buy a product with that coloured packaging.

Some colours such as pink, is considered to be bad luck in the Netherlands so Boots must

insure none of their products have this colouring as the product would not sell. Boots

considers this as if not considered huge resources and funds could be lost as a result of this.

Boots has the ability to meet all consumer needs as in each country consumer needs are

different to another. Boots spends large amounts of money finding out what the consumers

in each country want and how they could be satisfied.

Recommendations on product features which should be common across the cultural

groups.

Boots tries to standardise its products as much as possible and not to cause conflict

between consumers needs. Boots is considering standardising all its products so they meet

all country laws and in the single market most of the countries have a single health and safety

regulation. All ingredients used in the cosmetics products are subject to stringent

European regulations guaranteeing consumer protection and the well being of the

industry employees. Under the cosmetics directive, cosmetics products are required not

cause any harm to human health. A safety assessment is carried out taking into the account

all the ingredients used in the products. Products safety continues to be primary

consideration of the cosmetics industry especially to Boots as figures show that 1 unit in

every million produced results in allegations over its safety. Most of these problems are

minor but Boots takes every problem and monitors the safety and consumer protection

levels. By doing so Boots will be able to reduce the cost of waste, costs of testing on

product safety as all EU countries would soon follow one safety scheme.

If all the countries followed the same safety regulations Boots would incur less cots but no all

countries have the same laws. Some safety laws are the same across the EU member

states, one of this is products safety meaning the product should be safe enough for

consumer use. This law is being introduced by the EU so firms have less costs and not to

change product for each country, safety rules are being standardised across the EU. As a

result firms will be saving huge amounts as less costs to meet each countries safety

standards.

Justifications and recommendations

By operating in the single market Boots has now have the ability to a to sell to over 360

million consumers. These consumers have various needs and preferences Boots has to meet

these in-order to be able to make a profit or even survive. The treaties have enabled Boots

to operate in the EU and also the treaties have set certain rules on product safety and this

must be considered by Boots when operating in the single market. Its products must meet

safety requirements in-order to be sold if not a firm can be fined and this would result in loss

of reputation. European Legislation through the EU cosmetics directive provides

guide lines to guarantee consumer and manufacturing safety.

Boots follows six functions to insure its products are of the highest quality the

product should perform the following,

*to clean

*to protect

*to perfume

*to correct body odours

*to change the appearance

*to keep in good condition

The above insure products of the highest quality are produced and the consumer demand is

met. As safety is one of the main primary objectives at Boots. The above is a standard

procedure for Boots and several thousand new products are being bought in the industry by

Boots to maintain a competitive advantage and to increase market share.

The single market is an opportunity for businesses and Boots can use it to grow as the one

of the aims of Boots is to open more stores across the EU, stores in the following states are

being considered,

Finland

Turkey

Belgium

Boots is growing/ economies of scale. Boots will have to consider these countries cultures

and by doing so can make phenomenal profits.

Boots will have to label its products according to the above countries languages and also

meet the cultural aspects. Boots could in-return take advantage of the cosmetics market in

the above countries.

Task 6/A

Link strategic solutions to operational change

Boots and strategic objectives are to open more stores across the single market and launch

new products in the single market as a whole. Boots by doing this will increase in

economies of scale, consumers will benefit of this through lower prices. The single market

will allow Boots to expand and open stores throughout the Single market without any

restrictions. Boots continuously monitors the single market for changes and how it can have

benefits of this and disadvantages. Boots constantly reviews its plans with the single market

and monitors the consumers by doing so can identify what the consumers want and how

Boots can meet those needs.

Main strategic objective/ strategy

The main aim of Boots is to be ready for the launch of the euro in the UK and have its staff

operating at the highest level of customer service.

In order to deal with the above Boots has introduced training for its employees. Every

employee working on the tills must be trained on how to use the euro. On the job and off

the job training has been used to increase and improve the managerial expertise.

One of the new programmes that Boots is introducing in late 2003 is Boots

Hearing-care, which is designed to serve the 9 million people in the UK and those across

the single market with hearing difficulties. Boots aim is to offer the highest quality of service

to its customers by opening hearing care centres within Boots.

The centres will provide advice and service which is by qualified audiologist, the aim is to

have workers who skilled in this area so highest level of service can be provided. THE

MAIN objective is have a multi- skilled workforce who can provide the highest level of

customer service so company profits can increase and gain high market growth the above

will only happen by an effective workforce.

B/ Maximise opportunities and minimise threats

C/ EU common polices

The monetary policy will allow Boots to reduce it costs in huge amounts. Single currency

will allow Boots and its suppliers more willing to business as there are no exchange rates this

will reduce costs. This will allow Boots to become more competitive and meaning lower

prices. The EU has allowed Boots to target a larger market around 360 million, meaning

more recognition and increase in customers. Some of the polices have affected Boots as the

systems had to be updated for the new currency and Boots will benefit even further when

the UK joins the single currency as trade will be more easier as single currency gets rid of

many exchange costs. The polices have allowed Boots to move its goods anywhere in the

single market without any restrictions and the single market has allowed trade with new

suppliers and new customers with wide range of needs. Boots will benefit of this and

increase in size.

The EU polices have affected business in various ways, the EU polices have been explained

in task 3 but now I will link them to my business to a further extent.

Due to the monetary policy Boots had to price goods in Euro’s the single currency this

meant changing pricing lists, catalogues and the reviewing of the distribution channels all this

resulted in extra costs being incurred.

Production and management also had to respond to the EU polices as products had to be

modified and suitable for all consumers from all different cultures.

Purchasing as of the single currency has improved purchasing as more suppliers are willing

to supply, as single currency means no extra costs such as exchange rates.

The EMU has in long term-lowered cost for Boots and minimised threats and the supply

chain has increased, consumers now have a wide range of choices and lower prices.

Usman mahmood

The Institution of the European Union and Theories.

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