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Effectively Communicating and Demonstrating Change

1. Introduction: Effectively Communicating and Demonstrating Change

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The organisation that is connected with education and the educational project has to work by keeping in mind about various concepts. Their main motive remains to provide adequate knowledge to the student regarding any topic. The British Council is such an organization that looks for providing better education to students. They are running the organization for a long and it still needs to bring some changes to make it more effective. Thus it would require having some analysis of its functioning and bringing changes accordingly.  The changes can be brought into the functioning of the organization by implementing new strategies and techniques to the organization.

2. Critical analysis of British Council’s present challenges in the path of change in performance and innovation

British Council is an institute that is focused to bring relevant changes that can help the organisation to provide all sorts of facilities to the students and teach them in an innovative way. They require bringing innovation to the working of the organization, which would help them to teach the students effectively, along with that, earning more profit to enhance the institution (britishcouncil.org, 2022). Hence they would require having adequate knowledge regarding the market competition and various factors that could help them to gain information regarding the market. Thus, they would require analysing the market structure based on porter’s five forces. 

Institutionaltheory depicting organizational innovation

Figure 1: Institutionaltheory depicting organizational innovation

Porter’s five forces help to determine the market competition based on five concepts are stated below. 

Bargaining power of the customers: There are many branches that the organisation has throughout the world. It provides education by many well-efficient lecturers and supports the students to gain proper knowledge at a reasonable price (Bruijl and Gerard, 2018). The organisation has low risk of this issue because they provide quality education thus, students prefer this organisation. On the other hand, it provides education at a reasonable price thus; this factor is less effective to affect the performance of the organisation.  

Bargaining power of the supplier: This issue has a medium impact on the functioning and development of the organisation. It is found that the running of the organization requires experienced and efficient lectures that can provide proper teaching to the students (Vlados and Chatzinikolaou, 2019). The supplier of study materials and teachers plays a great role in this concept. They can affect the performance of the organisation to some extent.   

Entry of new organisation: It has the chance of getting new entrants in the market but it will lay a low impact on the functioning of the organisation. It is because of the development of a new organisation will require huge capital and all resources (Nieto et al. 2019). It cannot lay a high impact on the existing market as British Council has already developed a good place in the market.  

The threat of substitutes: There are study centres and educational trust developed in the market which provides teaching maintaining all basic rules thus there will be chances for some students to shift to that organisation but it lays a low impact as they fail to provide the best quality teaching to the students (Irfan et al. 2019). On the other hand, they fail to provide all required study materials to the students.    

The threat of competitors: There are many such organizations that are concerned to give adequate teaching at an affordable price. Some organisations are concerned to provide teaching with the help of modern technology (Vaz de Almeida et al. 2019). Thus, it has a high risk for the British Council as it would have the chance for some clients to shift to other organisations. 

They face many other challenges while running the organisation as there are different types of students and it becomes hard to assess every student with different access. The organisation struggles while going to provide better access to the non-traditional students at the initial time of the opening of the organisation (britishcouncil.org, 2022). The organisation will require bringing some changes in the working strategy and improving some features in the organisation. They can mitigate the challenges by providing a digital mode of teaching, along with that they need to adopt the technique of online teaching which will make it cost-effective and attract more students to have better education. This will also support the students to get the flexibility to continue the class at any place.   

3. Justification and analysis of strategic actions that will help British Council to compete over upcoming years

Organizational planning holds a bunch of responsibilities to perform some actions related to the development process of the organization. Every organization follows some specific actions to ease the planning process (britishcouncil.in, 2022). The idea of performing sudden actions for business development is related to the term strategy. Strategic actions are those actions that are performed by an organization to get positive outcomes in a business. Internal operations, sourcing of raw materials, supplying products, and other organizational works require strategic implementations in the correct order (Bryson and George, 2020). Strategic actions are closely related to the outcomes of business operations. Strategic action change in a sudden could result in low to high levels of impact on organizational operations. Any future changes in a company’s business strategy can reflect immediate outcomes and it may extend for a long time (Care et al. 2018). International organizations have bigger responsibilities for handling external and internal operations than small organizations. In such cases, the organizations require high-level strategy implementations for international operations.

British council since its foundation in 1934 stayed focused on developing opportunities for education. The organization also had a successful approach to forming cultural relations among people (Savignon, 2018). The British council’s operations became more effective after its incorporation with the Royal Charter in the year 1940. Being an integral part of the educational sector in the UK and abroad, the organization has fulfilled its responsibilities with various strategic actions. The ground presence of the British Council in over 100 countries symbolizes their achievements in goal fulfilment. Communication improvement for educational and cultural purposes has become one of the important factors for the organization’s development as over 200 countries’ people is currently connected with the British council.

Associated goals: British Council, as one of the leaders in cultural and educational sectors, have some global aims that are cooperated by gathering ideas. Sustainable development is possible to be achieved by this organization as it meets the targets (Cozzolino et al. 2019). Quality education spread among all people with a justified and inclusive approach is one of the global aims of the British Council. The organization authorities are also giving a primitive approach to the opportunity of lifelong learning. They are aimed at eliminating gender discrimination through women's empowerment. British Council has the aim of making sustainable and inclusive economic growth for everyone by making employment opportunities. The organization follows some strategic actions to fulfill its global goals. Analysis of the council’s planning strategies will help the organization to stay competitive in the coming years.

Justifications for strategic actions: The initial strategy is to understand applicants’ ideas about global aims and how new ideas can help applicants to get rid of their problems. Applicant’s ideas are made based on some purposes and it needs to be explained to targeted peoples. The positive impact scenario should be explained to individuals. Applicant ideas can influence the lives of many people. Applicant behavior should be explained in detail explaining the positive approach to idea-making from the applicants. The story behind the applicant's idea should be explained to other associates. The competitive approach to idea-making is significant. Competitors of similar products should be well traceable by idea makers. People need to be able to differentiate between existing idea-makers and other competitors for a better understanding of available facilities. 

British Council also recommends understanding resources and tools for the creation of products. The pre-gained experiences with technology help helpful for strategic development but it is not mandatory. The council emphasizes the understanding of idea implementation in real-world applications. These considerations are helpful for a better understanding of the British Council’s operational strategies. The organization is giving emphasis on strategic changes for a sustainable development process. Their steady approach to goal achievement is finalized through various strategic actions.

Strategic action analysis: British council believes in prosperity building and support establishment. The organization makes a similar approach through trust, connection, understanding and compatibility building. They make a combination of hundreds of countries’ global presence with expert knowledge of arts, culture, English and education (McCowan, 2019). This combined effort is also associated with the British Council's creative team, influencers and millions of young people. British Council has taken the initiative to express its values through idea exploration. They have transformed their ideas into real-time achievements to reach common ground. Strengthening the relationship with the people of the UK and countries outside, they have managed to create global influence. These efforts from the British Council helped to increase the UK's reputation in the world. This also resulted in the UK's attraction to visiting, trading, and studying for global citizens.

The strategic approach becomes stronger as British Council believes in direct working with individuals. Common people get the opportunity of gaining skills, connections and confidence for life improvements. The opportunity of sharing ideas among others can help one to understand ideas accurately and become creative. Many people are connecting with the organization for international affiliation (Fantini, 2018). People join the council and follow ethical practices to learn English language skills and other educational skills. The international organization has affiliations with partners and government entities. Cultural sectors along with English and Education sectors are highly influenced by the organization’s strategic approach. They understand the difference between combined work and the work of a single unit. They are bringing many opportunities for global citizens by combining their own ideas with common people’s ideas. British Council follows an approach model for goal fulfilment that proceeds for a long time and gives long-term benefits.

Strategies for future competitions: Strategic improvement can better findings in an organization’s progress and the British council is prioritizing its strategies for this purpose. The organization emphasizes its best abilities giving concentration to young leaders, influencers and individuals. British Council’s leadership segments including education, arts, culture, and English language sectors are the main development priorities (Nasiret al. 2020). The organization offers a mix of digital and physical presence offering the broadest network of a face-to-face approach with digital sets. These will help the organization become more familiar to customers and partners. The council leaders are making close connections to the government that will help them to strengthen the trust. Independence in collaboration will help the organization to be more close to the common people. One of the key strategies of this council is to build a culture with more attraction and diversity. This will help to bring experience improvement for the council’s partners and customers. The organization's authority believes in showing professionalism to others with a constant approach. Diversification of funding sources, prioritizing evidence and data, and simplifying related things will be helpful for future competitions.

Future strategy instances: British Council has started work to display bilateral cultural seasons featuring Ukraine’s culture in the United Kingdom. The cultural program will also feature the remarkable event of the 75th anniversary of the independence of Pakistan and India. The organization will attend a cultural season with Vietnam in the year 2023 and the same with France in 2024. They also have plans to do cultural seasons between 2024 and 2025 with Poland (britishcouncil.in, 2022). The organization is extending area and cultural approach by combining its workflow with leaders of culture and policymakers in other countries and continents. Europe’s Creative Economy program and America’s leadership programs about Cultural Policy are some initiatives that will strengthen the relationship between the UK and other countries.

Besides the cultural part, British Council is showing its excellence through educational attachments. This helps the organization to become familiar with governments, institutes, and customers as a trusted partner (Sezer, 2022). The council is bringing some strategic changes to bring future educational opportunities for people around the globe. It aims to make the UK the world's best study destination (Franco et al. 2019). The recruitment share for international students will eventually increase as a result. Students will be engaged through the marketing campaign of “GREAT Britain Study UK”. The organization has plans to work with influencers and partners to increase the student count from the international market of the UK. This will also include involving the teachers of the English language and connecting with training agents and counsellors of schools. The organization is on an approach to extending educational opportunities in higher quantities among children and girls (Avelaret al. 2019). They will do an educational campaign in Nigeria for professional knowledge enhancement for policymakers, leaders, and teachers. 

British Council, as an educational hub in the UK, is in the progress to ease English language learning for all. They will educate marginalized people, women and children to ensure the brightest future for them. The organization will increase the test taker count for IELTS examinations to 1.7 million by the year 2022-2023 seasons and to 2.2 million by the year 2024-2025 (britishcouncil.in, 2022). This will help willing candidates to take part in the IELTS exam and also influence them to get higher education. North Africa, the Middle East, UK and Indo-pacific regions will see market growth as the British council make its educational extension approach (Weiss et al. 2021). These future strategies will give huge benefits to the British council and global citizens.

4. Reflection on learning

The organisation follows the proper procedures for the functioning of the organisation. They are focused to improve some qualities in the students so that they become experimental and try to analyse and research every topic (simplypsychology.org, 2022). As per my opinion, they implement a strategy that is effective enough for the development of the organisation and the development of the students. It aims to help the students to become productive and develop the quality of researching in them to prepare them for the future. 

The learning process of Kolb follows four steps that consist of; diverging, assimilating, converging and accommodating. These steps are cyclic as active experimentation leads to concrete experiences which further leads to reflective observation and then proceed to active experimentation (Ratheeswari, 2018). These features in the learning process help the students to become an accommodator, divergers, convergers and assimilators.  

Kolb learning style

Figure 3: Kolb learning style

They have the tactics and teaching which support the students to prepare proper planning, help them to set their objective, prepare a proper schedule and take actions to gain the result. The organisation arranges for some tests and activities to make them imaginative and experience every incident to gain the ability to recognize the problem and the opportunities to take the right decisions.    

Action plan 

To develop the skills in students to make them more productive


Development field


Imaginative efficiency

It helps to improve the skill to make the student think over the topics deeply and bring solutions.

It has improved and it was found that students got the efficiency to think critically about the topics.

5 months 


The students were given proper training that can help them to become innovative and this was possible by providing them with different project works and research activities.  

9 months 

Improvement in academics

They were given different tasks related to their texts, along with that, they were taught to use their own language to answer the questions. The rotting method was strictly prohibited and this supported gaining the skill which to improve academic performance. 

6 months 

Table 1: personal development plan (PDP)

This plan states that the organisation follow adequate methods typo make the students constructive and innovative. They are focused enough to enhance their skills and improve the quality of their learning (England, 2020). This organisation is concerned about giving quality teaching to the students and makes them productive.  

5. Strategic Recommendations

The organisation is concerned about enhancing organisational performance and attracting more students to join the institution. They have followed modern techniques and implemented strategies that can enhance their performance and expand the business (britishcouncil.org, 2022). Hence, to enhance the performance of the students and for making them more productive the organisation can be recommended to bring some changes. 

  • They can be recommended to adopt digital methods of teaching.  This can help the students to flow with the modern teaching method and make them more productive. This will also support the students to improve the quality of their research and help them to think in a broad way (Albrahim, 2020). This will also support them to learn the topics by following the audio-visual method, which helps to understand the concepts more clearly.  
  • They can be recommended to bring improvement in the manner of communication with the clients. The way of communication is the most important thing that is necessary to be polite and well-mannered (Al Hinai et al. 2020). A proper way of communication helps to understand others' opinions and supports to make the opponent understand its own point of view. 
  • The organisation can be recommended to implement an effective strategy for promoting about the organisation. It is found that there are many sectors that the organisation has opened and it requires proper planning and implementation of an adequate method of marketing. This can help to reach a maximum number of people and attract students from many new areas. This can support the organisation to expand its business and make a better place in the competitive world.       
  • They can be recommended to maintain transparency in the organisation. This can help them to maintain a good relationship of the organisation with their clients and the people (Orishev and Burkhonov, 2021). This can support them to communicate effectively with the clients and no confusion will be left with the customers and the stakeholders of the organisation.    

The organisation can implement the recommended changes in its procedure. This can help them to promote their institution which will help many people learn about them and attract more students. These recommended steps can lead the organisation to become more effective. Along with that, this can support expanding the business in some new areas throughout the world.  

6. Conclusion: Innovative Strategies for Development

This can be concluded that the British council has taken all relevant steps to improve the functioning of the organisation. They took relevant measures to make the students productive, along with that they intended to develop the quality of problem-solving and decision-making in the students. The organisation has faced various challenges but they took effective measures to meet the challenges. They have prepared proper planning to run the institution effectively and for the expansion of the business. They have provided all sorts of study materials that are necessary for the development of the student. They have made plans to make the students productive and develop the quality of self-analysis, research and investigation to acquire the result. They still required some changes in the functioning of the organisation thus it has been recommended to bring some strategically changes and changes in its functioning.         



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