Purpose of the Assessment

Purpose of the Assessment
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.
Assessment Task
Your task within this assignment is to undertake a PESTEL analysis for an organisation of your choice that wants to better understand the external business environment of a country of your choice. ALL components of PESTEL must be addressed.
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 individual components. Your data must be made relevant to the company and country. ALL components of PESTEL must be addressed. The report will end with management recommendations concerning the market attractiveness to support the organisation’s decision to enter the market of your choice.
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 a PESTEL analysis, will be an important contributor in the decision to enter, or develop in, your chosen market.
The report should have:

  • an effective Executive Summary
  • a sound theoretical and conceptual perspective of PESTEL, containing evidence of critical debate with reference to appropriate academic literature
  • sound examination of PESTEL factors that the company will need to consider
  • an effective practical foundation, which makes management recommendations.

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.
You MUST NOT contact the company or its employees or agents at all.
Assessment Submission
The work will be submitted in business report format and should be 2000 words, +/- 10% (excluding Executive Summary, Contents page, titles and references list). University policy regarding the presentation of references must be followed.

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