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Creating Business Excellence & Marketing Name of the Student: Student ID: Name of the University: 1 | P a g e

Executive Summary Based on EFQM (Scotland), this study focuses on one specific organization of VisitScotland to help them achieve their goal of embedding excellence and sustainability throughout the organization. In addition to this, the EFQM model has been evaluated at each stage during the study, including "WHY", "HOW", and "WHAT.". The study begins by examining the nature, purpose, and strategy that has been used by Visit Scotland. Furthermore, the report will highlight the organizational achievements, the achievement that the company desires to achieve further with the application of this model and how it benefits their business. Finally based on the discussion appropriate recommendations will be formulated that is expected to support Visit Scotland’s organizational progress. 2 | P a g e

Table of Contents Introduction ................................................................................................................................ 4 Nature of the Organization ......................................................................................................... 4 Purpose of the Organization ....................................................................................................... 5 Organization Intention ................................................................................................................ 6 Organization Strategies .............................................................................................................. 7 Delivery of strategy within its operational/SCM capability ...................................................... 7 Relationship with Partner and Supplier ...................................................................................... 7 Key Business Process Supporting Sustainable Value ................................................................ 8 Performance and Transformation ............................................................................................. 10 Organizational Achievement .................................................................................................... 11 Purpose and Strategic Objective .............................................................................................. 11 Benefits for Business Process .................................................................................................. 12 Conclusion ................................................................................................................................ 13 References ................................................................................................................................ 14 3 | P a g e

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Introduction An organization's strengths and areas for improvement are evaluated using the Excellence Model of the European Foundation for Quality Management (EFQM). As the phrase 'excellence' indicates, the Excellence Model helps organizations to focus on what they can do to provide their customers, members, or stakeholders with an excellent service or product. EFQM works to improve organizations' performance by generating insights driven by data and backed by experts and customized to meet goals, objectives, and people of any public, private, or any voluntary sector of the organization (Efqm, 2021). The focus of this study is primarily on Scotland's Tourism Sector within a specific organization, VisitScotland. As the Speaker, Janet Robertson has recently been appointed Director of EFQM Scotland, which is evaluating the Scottish tourism sector in terms of incorporating organizational sustainability and excellence. As a source of jobs, vigor, and enhancement of Scotland's places, as well as improving our health and well-being, tourism has played a key role in supporting many of Scotland's local and regional economies. The number of tourists Scotland gets from overseas is one of the most important avenues for engaging with international experiences forming and influencing perceptions of Scotland as a place to visit, work and do business in. Nature of the Organization As the national tourism organization of Scotland, VisitScotland was established with the primary objective of promoting Scottish tourism globally and benefitting all of Scotland by making it more globally competitive. Through various advertising and promotional campaigns, the organization aims to draw tourists to Scotland. In addition to managing quality rating schemes for attractions and accommodation, VisitScotland also manages several accreditation schemes. Visitors to Scotland can also book accommodations and find information on VisitScotland.com, an organization operated by VisitScotland (Visitscotland, 2021). Since 2001, this website has been administered by a partnership between public and private entities, although both the website and the venture were returned to public ownership in 2008. To promote Scotland, the organization runs campaigns both internationally and in the UK, developed according to a strategy aimed at maximizing the economic impact on the country, the agency works with businesses, public agencies, local governments, and other stakeholder groups interested in tourism. By publishing print materials, providing websites, conducting outreach programs, and providing business advice, the organization provides information and inspiration to visitors. The organization also keeps in regular communication 4 | P a g e

with tourism stakeholders and other strategic partners to ensure their activities align with the national strategy, thereby ensuring a common goal is being reached. Purpose of the Organization The purpose of VisitScotland is to grow and develop Scotland's visitor economy by advancing sustainable economic development through tourism. VisitScotland's Corporate Plan sets out the company's strategic goals as well as the steps it will take to achieve those goals. The core purpose of everything VisitScotland does is an intent to maximize the economic benefits delivered by Scotland's tourism sector, and the organization works closely with businesses, government agencies, local authorities, and other tourism stakeholders to accomplish that goal. Also (Visitscotland, 2021), the organization aims to achieve responsible tourism in the whole of Scotland. Responsible tourism aims to reduce the negative effects of tourism and build the value of the industry so that it improves the quality of life in Scotland for residents and visitors alike. As a result, everyone--host communities, visitors, and the environment--gets the maximum benefit from tourism. As part of VisitScotland's mission to promote responsible tourism in Scotland, the organization focuses on four key components, ● Assisting Scotland in transitioning to sustainable energy. ● Assuring an inclusive tourism and events industry in Scotland. ● Contributing to the development of thriving communities through tourism and events. ● Scotland's natural and cultural heritage needs to be protected and enjoyed responsibly. 5 | P a g e

Figure 1: Balance Score Card Source: (Visitscotland, 2021) Organization Intention The main purpose of VisitScotland is to promote Scotland as a tourism destination, which it does by advertising and promoting the country and promoting press articles about the country and its advantages to travelers. VisitScotland will contribute to the Scottish Government's goal of increasing sustainable economic growth by working directly with the Economic Strategy. Because the economy and operating environment are in constant motion, all parties in the tourism industry need to work together to identify and capitalize on opportunities that will contribute to sustainable economic development over the long term. Visitors and residents of Scotland engage in cultural exchanges through VisitScotland ( Visitscotland, 2021 ). Events attract foreign visitors, especially exhibitions and conferences. Furthermore, the organizing authority usually benefits from registration fees, sales of gifts and exhibit space, as well as from media rights sales. Finally, foreign tourists enrich the host country with their diversity and culture through severalVisitScotland. 6 | P a g e

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Organization Strategies VisitScotland's strategy is quite simple. The organization wants to increase the number of ambassadors for Scotland by making it as easy as possible for visitors to explore the nation. As a tourism sector, VisitScotland centered its efforts on marketing ( Visitscotland, 2021 ). As one of the most effective and efficient forms of marketing, they try to get someone they trust to promote their products and services so that they can draw in as many customers as possible. As part of this collective approach to tourism, the organization currently acknowledges the importance of digital technology ( Globaledge, 2021 ). The organization's digital strategy emphasizes user-generated content and content partnerships, which make its advocacy efforts easier. Delivery of strategy within its operational/SCM capability Supplier plays an important role in increasing sales and can have an important impact on business success. The ability to work with dependable, high-quality suppliers helps your business grow on a large measure. Similarly, untrustworthy suppliers can generate bottlenecks in a company's work processes and carry social and environmental risks that can adversely affect customers and customers more than the company perceives ( Aithal,2021). EFQM Model Indorse Scotland's natural and cultural heritage to guests in all regions and reduce its adverse effects with carrying capacity in mind. We support the actions of the organizations responsible for their security and improvement. To achieve growth goals on a sustainable basis, Visit Scotland needs a combined marketing strategy that integrates Visit Scotland's marketing actions with private sector marketing activities under a common branding concept. Visit Scotland distinguishes that the tourism marketplace is changing through extensive market research. It approves that today's travellers want to: Holidays with special interests and special involvements; real experiences; and good worth for money. Other important trends are growing delays in internet bookings, strong tendencies towards smaller breakdowns, and increased alertness and interest in green tourism endpoints. Relationship with Partner and Supplier In reply to the impact of the digital visitor economy's earthquake and rapidly altering consumer performance, we recently conducted a quality evaluation to see how we can handle it in the future ( Dedić et al., 2021). Visit Scotland's objective is to endorse and promote the continuous development of the overall superiority of the visitor involvement in Scotland and build on the strong groundwork and financial impact that the quality system has provided so 7 | P a g e

far. Is to do. This signifies a rethink, and our character is based on management, effect, quality improvement and investment promotion, and planned partnerships. EFQM Model Emerging a sustainable tourism strategy must be a participatory procedure involving a variety of shareholders to promote broader obedience to the policy and assurance to its operation. Migrating to TQM is not easy. The cost is likely to be high and can affect organizations with unpleasant and unsafe learning curves. The dissemination of expert standards and TQM expresses itself in a way. The high participation of organizations with morals means that their achievement is maybe the minimum obligation for acknowledgment as a superior organization today. Similarly, in the case of TQM, the cost of TQM for organizations considering adoption is shifting from the cost of implementing TQM to the cost of the non- TQM organization (Shafiee and Shahin,2021). Source: Internet Key Business Process Supporting Sustainable Value Visit Scotland has adopted a triple line business model for successful environmental protection. "People". Like the human money of the five capitals, "human" here refers to helpful business performs for the people, communities, and regions in which Visit Scotland does business ( Derroum and Haouati,2021). The triple bottom line Visit Scotland creates an interactive social structure in which the well-being of businesses, employees, employees, and other stakeholders is interdependent. "Planet". Capital Like the natural capital of the city 8 | P a g e

model, "planet" refers to sustainable ecological and ecological practices. With three final practices, Visit Scotland's company seeks to maximize its natural order, or at least harm it and limit its influence on the environment. EFQM Model comprises prudently controlling the ingesting of energy and non-renewable energy sources, reducing or reusing production waste, and reducing the toxicity of waste before it is disposed of in a safe and legal method. This is achieved by reducing or rebuilding our ecological footprint. Profit is the financial worth created by Visit Scotland after subtracting the cost of all contributions, counting the cost of capital used. Therefore, it may deviate from the definition of some accounting benefits. Within the outline of sustainability, the "profit" feature must be seen as the true financial advantage appreciated by the host civilisation ( Haque et al., 2021). The actual economic impact of an organization on its economic environment. This is often disorderly with being incomplete to the internal benefits of Visit Scotland. Source: Internet 9 | P a g e

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Performance and Transformation The relationship between lean management and supply chain resilience, whether undesirable or optimistic, is not yet clear from present works. This white newspaper aims to examine the association and relevance of lean and resilient supply chain practices to the performance impact of Visit Scotland ( Mavilavalappil et al., 2021). To achieve this goal, The Interpretative Structural Modelling (ISM) method is used to classify links amongst different lean and pliability performs and to validate Scotland's key performance indicators through a single systematic outline. ISM is an collaborating learning procedure based on graph model that extracts expert familiarity and transforms it into a commanding and well-structured model. Today, technology challenges the old assumption that resilience can only be purchased at the expense of efficiency. The EFQM Model's latest advances provide new solutions for operational scenarios, monitoring of different levels of supplier networks, faster response times, and even changing production profitability. Some manufacturers will undoubtedly use these tools and develop other strategies to survive on the other side of the pandemic as a more agile and innovative organization. Source: Internet 10 | P a g e

Organizational Achievement The third step of the EFQM Excel Model of 2019 is associated with organizational achievement to date. With regards to the model, it can be analyzed that the company's business events and other 13 of the nation's top industries are partnering up for gearing up to showcase Scotland's destination of global meetings. The company got recognition for contributing significantly to the sector of tourism. According to Alba, 2021, it has contributed its real presence in the global marketplace by benefiting the entire Scotland to date. To date, the company has managed to accommodate several quality grading schemes for accommodating tourists as well as attractions. Furthermore, the organization has operated well through its online platform by providing several facilities to the customers like bookings and information services for the primary visitors of Scotland. Since the year 2001, this online website has been operated through public-private partnership ventures. With the help of the company's website as well as this venture, the company was finally brought back into public ownership back in 2008. According to Astile, 2021, the company through its success and initiatives has managed to advertise, promote as well as encourage the press articles of Scotland to offer the business or consumer visitors. Purpose and Strategic Objective When it comes to the future of the organization Visit Scotland, the company wants to highlight its motivation towards sustainable practices. They want to showcase the innovative minds that are taking Scotland towards the future. In the future, this organization desires to get joined by partners ranging from the DMCs. It is known as a historic venue that consists of 5-star resorts and golfing areas along with classy golfing venues. According to Couglin, 2021, in the future, the company aims to stand in C3036 during IMEX America. Additionally, the company wants to provide educational opportunities regarding the unique traditions as well as the cultures that are necessary for Scotland to acquire. Moreover, the company Visit Scotland along with London and Partners is planning to host a networking reception at Sushi Samba. The company in this networking reception is aiming to showcase Scotland's world-renewed hospitality. The corporate plan of the company will be created keeping in mind the current economic strategy that completely intends to contribute to the purpose of the government for increasing sustainable economic growth. According to (), as the country is faced with a rapidly changing economy, the company is working in such 11 | P a g e

an environment associated with tourism where everyone works in partnership for identifying as well as realizing the opportunities. The company looks forward to delivering smart innovative economic strategies for the future. Benefits for Business Process The benefits connected with the business process of Visit Scotland are through their procedure of marketing, the company benefits to inspire national movements, enabling this global movement through quality information, content, and advice, and advocating for the empowerment and revitalization of the tourism industry ( Warburton, 2021). Scotland, by particularly large companies, to take advantage of the opportunities posed by the digital economy. Through the events arranged by the company. To maintain, develop and promote Scotland's international status as one of the worlds most popular and ideal event venues, the company worked with partners to support the realization of Scotland Perfect Stage, a national event strategy. According to Harris, 2021, through the quality and sustainability strategies, the company continues to improve and contribute to the overall quality of the Scottish visitor experience by building on the strong foundation and economic impact of existing quality assurance programs and by providing a sustainable approach to industrial development. On the contrary, incorporating the goals of inclusive tourism, they strive to make tourism Scotland inclusive and accessible to all by communicating and listening to partners and stakeholders so that every corner of Scotland can benefit from tourism. 12 | P a g e

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Recommendation Based on the above discussion the suitable recommendations that can be formulated for Visit Scotland are:  The company as per the current market situation requires formulating a new business strategy that will help them in staying focused as well as helping rebuild the tourism business. The company should utilize its online platform. It must broadcast and apply string digital advertising strategies to target the Scottish domestic markets before opting for any market expansion ( Johnstone, 2021). This will provide the company fame in popular travel platforms like Trip Advisor and Expedia. Further hype can be created with the help of Digi PR.  The company requires seamless optimization in its process of business. According to lewis, 2021, by providing more attention to the company's data analytics, high- priority pages can be enhanced for the future. Moreover, underperforming pages can be overhauled for transforming the SEO value. A content dashboard must be developed. This dashboard will look forward to analyzing the traffic of the contents in existing pages and then measuring the changes required in performance.  The model behind the dashboard must be created in such a way that it increases company visibility. It must allow for identifying the probability of conversion if any user views the company's official page. By monitoring with the help of such strategies it is vital to ensure that optimization only continues to evolve through evidence-based conversations. Conclusion It can be concluded that the model of EFQM is based on simple yet powerful logic that mainly focuses on three questions “why”, “how” and “what”. The above discussion of this report has successfully covered all the three areas providing a special focus on some of the viewpoints associated with aspects like organizational purpose, strategies, value, what it aspires to conquer in the future, and many more. There lie some loopholes that might hamper the organization in attaining its future goals. Based on the discussion and the loopholes several models, theories and frameworks are applied to Visit Scotland and certain recommendations were provided that will assist the organization in achieving its goals. 13 | P a g e

References Aithal, P.S., 2021. Business Excellence through the Theory of Accountability. International Journal of Case Studies in Business, IT, and Education (IJCSBE) , 5 (1), pp.88-115. Alba, S., 2021. Our Corporate Plan | VisitScotland.org . [online] Visitscotland.org. Available at: <https://www.visitscotland.org/about-us/annual-corporate-reports/corporate-plan> [Accessed 1 November 2021]. Astile, E., 2021. Business Surgeries | VisitScotland.org . [online] Visitscotland.org. Available at: <https://www.visitscotland.org/supporting-your-business/advice/business-surgeries- digital-advice> [Accessed 1 November 2021]. Couglin, k., 2021. Response from Visit Scotland . [online] Parliament.scot. Available at: <https://www.parliament.scot/chamber-and-committees/committees/current-and-previous- committees/session-6-economy-and-fair-work-committee/correspondence/2021/response- from-visit-scotland> [Accessed 1 November 2021]. Dedić, S., Nuhanović, A. and Đulić, J., 2021. Research on the importance of performance of business excellence of hotel companies in the time of globalization and regionalization. In BH Ekonomski forum (Vol. 13, No. 2, pp. 61-75). Derroum, A. and Haouati, O., 2021. Examination of the Role of Corporate Branding in Achieving Business Excellence Requirements in Agencies of Algerian Companies. Economics and Business , 35 (1), pp.149-164. Efqm, 2021. Organisational Change Management . [online] Efqm.org. Available at: <https://www.efqm.org/> [Accessed 1 November 2021]. Globaledge, 2021. The Importance of Tourism on Economies and Businesses . [online] Globaledge.msu.edu. Available at: <https://globaledge.msu.edu/blog/post/55748/the- importance-of-tourism-on-economies-a> [Accessed 1 November 2021]. Haque, M.G., Munawaroh, M., Sunarsi, D. and Baharuddin, A., 2021. Competitive Advantage in Cost Leadership and Differentiation of SMEs “Bakoel Zee” Marketing Strategy in BSD. PINISI Discretion Review , 4 (2), pp.277-284. Harris, E., 2021. What Is the EFQM Excellence Model and How Useful is it For You? . [online] Blog.triaster.co.uk. Available at: <https://blog.triaster.co.uk/blog/what-is-the-efqm- excellence-model-and-how-useful-for-you> [Accessed 1 November 2021]. Johnstone, D., 2021. COVID-19 Guidance & Advice for Holidays in Scotland . [online] Visitscotland.com. Available at: <https://www.visitscotland.com/about/practical- information/covid-19-recovery-phases/> [Accessed 1 November 2021]. 14 | P a g e

lewis, A., 2021. VisitScotland . [online] Available at: <https://www.linkedin.com/company/visitscotland> [Accessed 1 November 2021]. Mavilavalappil, U.P., Tikoria, J. and Agariya, A.K., 2021. Benchmarking business excellence practices: a case-based approach. International Journal of Process Management and Benchmarking , 11 (4), pp.498-541. Shafiee, M.M. and Shahin, A., 2021. How can green marketing lead to customer trust and green intention? Evidences from the automobile industry. International Journal of Business Excellence , 25 (1), pp.97-109. Visitscotland, 2021. About Us | VisitScotland.org . [online] Visitscotland.org. Available at: <https://www.visitscotland.org/about-us> [Accessed 1 November 2021]. Visitscotland, 2021. Our Corporate Plan | VisitScotland.org . [online] Visitscotland.org. Available at: <https://www.visitscotland.org/about-us/annual-corporate-reports/corporate- plan> [Accessed 1 November 2021]. Visitscotland, 2021. Our Strategy - Marketing | VisitScotland.org . [online] Visitscotland.org. Available at: <https://www.visitscotland.org/about-us/what-we-do/marketing/our-strategy> [Accessed 1 November 2021]. Visitscotland, 2021. The Corporate site for Scotland's National Tourism Organisation - VisitScotland.org . [online] Visitscotland.org. Available at: <https://www.visitscotland.org/#:~:text=VisitScotland%20is%20the%20national%20tourism %20organisation%20for%20Scotland.> [Accessed 1 November 2021]. Warburton, C., 2021. Scotland's tourism industry facts . [online] Scottish-enterprise.com. Available at: <https://www.scottish-enterprise.com/learning-zone/research-and- publications/components-folder/research-and-publications-listings/scotlands-tourism-facts> [Accessed 1 November 2021]. 15 | P a g e

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