Internal Code: IAH213
This assignment has been designed to allow students the opportunity to explore the underlying importance and application of marketing concepts to benefit a given organisation.
You must choose one of the two case studies within this assignment brief. Either the ‘Drones’ or ‘Pollution Eating Bikes’ (see cases below). The company you choose is considering coming to a country of your choice and setting up business. You have been engaged as a management consultant to help advise on this strategic move. As part of your work you are to undertake an analysis of the “external environment” of the country of your choice with regards to the attractiveness of that country to the company. You must choose a country that appears favourable to either the drones, or bike, company (your choice).
Your task within this assignment is to undertake an analysis of any THREE (and only three) components of PESTEL. It is your choice which three elements you investigate. Your submission must address the following:
By reference to academic literature and secondary data sources review the complete PESTEL as a strategic marketing tool. Then with reference to secondary data analyse and evaluate the three components, making management recommendations concerning the market attractiveness to support the company’s decision to enter the market of your choice. Your data must be made relevant to the company and country.
You are required to produce a business report that demonstrates your understanding of key aspects of PESTEL analysis. The report should be of relevance to the organisation and be of interest to the Chief Executive (or equivalent). The advice, based on the PESTEL analysis, will be an important contributor in the decision to enter
your chosen market.
The report should have:
1. an effective Executive Summary
2. a sound theoretical and conceptual perspective of PESTEL, containing evidence of critical debate with reference to appropriate academic literature
3. sound examination of PESTEL factors that the company will need to consider
4. an effective practical foundation, which makes management recommendations. You MUST NOT contact the company or its employees or agents at all. Presentation of PESTEL data in Tables will NOT count within the word count. The Executive Summary, Titles and Reference list also do NOT count within the word count.
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