Homework help, This assignment has been designed to allow students the opportunity to explore the underlying importance and application of marketing concepts to benefit a given organization
Undertake an analysis of any THREE (and only three) components of PESTEL. It is your choice which three elements you investigate for the case study about ‘Pollution Eating Bikes’ company.
The company is considering coming to a country of your choice and setting up business. 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 favorable to your company.
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
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 favorable 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 to review the complete PESTEL as a strategic marketing
tool. Then with reference to secondary data analyze 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 organization 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.
The work will be submitted in business report format and should be 2000 words, +/- 10%
(excluding Executive Summary, Contents page, titles and references list).
ASSESSMENT CRITERIA – AS1 PESTEL
Excellent Good Average Weak Very Weak
1. Structure & clarity of expression
A polished and coherent structure. Thoughts & ideas are expressed clearly and
focused on the purpose of the task. Fluent academic style.
Presentation carefully and logically organised. Thoughts and ideas expressed with
clarity and focus.
Presentation and organisation satisfactory. Language mainly fluent though some
Presentation shows attempt to organise. Language not always fluent. Needs
Disorganised and unclear, the assignment is poorly presented and inadequately
2. Reading / research & referencing
Excellent range of relevant sources has been used to inform the piece, with clear
evidence that the credibility of sources has been considered. Referencing is in
accordance with the UoN Harvard format.
Good range of sources used to inform the piece. There is evidence that the
credibility of sources has been considered. Referencing is in accordance with the
UoN Harvard format
Sound range of sources has been used, although evaluation of these is more limited.
Referencing has errors in the UoN Harvard format.
Limited range of sources used to inform the piece, with little evidence of evaluation.
Referencing has major errors. Application of the findings to the topic is limited.
Very limited range of sources has been used, many of which are not credible. No
effort at evaluation of sources. Referencing is inadequate.
3. Knowledge and understanding (K&U)
Excellent use is made of relevant marketing theory to structure and inform the
piece. Clear understanding is evident in the way marketing theory is employed and
Good use is made of relevant marketing theory to structure and inform the piece.
Clear understanding is evident in the way marketing theory is employed and
Sound use is made of relevant marketing theory to structure and inform the piece.
Application of marketing theory demonstrates a reasonable level of understanding.
Limited use is made of relevant marketing theory to structure and inform the piece.
Application of marketing theory shows deficiencies in understanding.
The submission fails to meet the required standard due to significant content
omissions and lack of understanding.
4. Analysis / evaluation (A&E)
Highly analytical approach. Excellent use is made of relevant theory to inform and
facilitate a robust evaluation of PESTEL as a strategic marketing tool.
An analytical approach is evident. Good use is made of relevant theory to inform and
facilitate evaluation of PESTEL as a strategic marketing tool.
There is sound evidence of an analytical approach, although with a fair degree of
descriptive work. Marketing theory is employed, but there are limitations in the
degree of evaluation of PESTEL as a strategic marketing tool.
The submission is largely descriptive, although with some evidence of analytical and
evaluative work of PESTEL as a strategic marketing tool.
There is an inadequate level of analytical and evaluative work. The submission is
highly descriptive with insufficient application of PESTEL as a strategic marketing
An excellent Executive Summary is presented
A good attempt is made at an Executive Summary
An attempt is made at an Executive Summary
A poor attempt at an Executive Summary
An Executive Summary is missing or inadequate
Recommendations are succinct, actionable, and arise from text
A good attempt is made on the recommendations
An attempt is made on the recommendations
A weak attempt is made on the recommendations
Recommendations are missing or inadequate
5. Application to industry
The findings, data, considerations and analysis are fully applied to the organisation,
with a balanced consideration of the three PESTEL elements.
The report would be beneficial to the organisation.
The findings, data, considerations and analysis are well applied to the organisation,
with three PESTEL elements well considered.
The report would be beneficial to the organisation with further work.
There is effort to apply the findings, data, considerations and analysis to the chosen
organisation. Three elements of PESTEL are considered.
The report would be of some benefit to the organisation.
There is limited effort to apply the findings, data, considerations and analysis to the
chosen organisation, OR all six elements of PESTEL are considered.
The report would be of limited benefit to the organisation.
There is no, or poor, application of the findings, data, considerations and analysis to
the chosen organisation.
The report would be of no/little benefit to the organisation.
Drone delivery in UAE coming soon
Filed on July 26, 2017
Space Autonomous Drones to introduce world’s most advanced,
sophisticated technologies to the UAE’s skies
Deliveries by drones are expected to become a reality in Dubai from first
quarter of 2018 which will cost nearly 30-40 per cent less than the
traditional delivery mechanisms.
During the initial phase, the deliveries will be made in specific areas like
Emirates Hills, The Meadows, The Springs, The Greens, Jumeirah and
Umm Suqeim and the will be expanded to a wide range of customers to
ship goods and products weighing 5kg or less to locations across Dubai.
Mohammed Johmani, CEO of Eniverse Technologies, expects his company
to start operations from March 2018, depending on the approval from the
government which has been initiated and is expected to take from six to
“We shall start with five drones and increase it to 100 by 2022. We are
talking with two major entities in the UAE to start using our services. This
is futuristic project and it hard to test the demand, as we will be the first
movers in the UAE market and one of the few globally,” he told Khaleej
Times in an interview.
He revealed that drone deliveries would be cheaper by 30 to 40 per cent
compared to traditional delivery avenues and anything weighing above
5kg will not delivered.
A Strategy& report released earlier this week projected the GCC drone
market to reach Dh5.5 billion ($1.5 billion) by 2022 with most of
investment going into oil and gas sector at $633 million. Transport and
logistics sector will see an investment of $20 million, Strategy& added.
The UAE’s General Civil Aviation Authority has been working to establish a
drone traffic control centre as of November 2016.
Dubai has been taking the lead in using drones for the deliveries of goods
as different public entities are experimenting with deploying the drones to
use this cost-effective measure.
Governmental entities such as Dubai’s Roads and Transport Authority
(RTA) and Dubai Future Accelerator are conducting the trials for deliveries
using drones in the coming month. RTA tested an autonomous air taxi in
June 2017 and is expected to start trial operations in the fourth quarter of
Ride hailing app Uber announced in April that it plans to roll out a network
of flying cars in Dubai by 2020.
Firas Alfanney, Data Center Group Sales Director, METAR, said the UAE is
really leading the region in terms of technology innovations and “we have
seen a lot of announcements like the usage of drones by fire fighters and
deploying equipments to their desired destinations.”
Eniverse Technologies has joined hands with San Francisco-based Skycart
for the delivery of drones.
Used with Permission from Waheed Abbas. Copyright reserved.
Dr Stephen Castle
Dubai July 20th 2017
Clean the air as you ride on pollutioneating
July 7 2017, The Times, London
Bikes emitting clean air are being developed in Beijing as part of a global
push against pollution
Bicycles that absorb pollution and pump out clean air while you pedal
could soon be seen on British streets.
The bikes, being developed in Beijing, are part of a global project to clean
up the most-polluted cities.
Daan Roosegaarde, a Dutch designer and artist, has signed a partnership
with a Chinese bike-sharing startup to progress the anti-pollution
He was behind the Smog Free Tower in the Chinese capital, a sevenmetre
construction that sucks in dirty air like a giant vacuum cleaner. Ion
technology then filters it, before returning bubbles of clean air through the
Levels of pollution in London surpassed Beijing this year, hitting a peak of
197 micrograms per cubic metre for particulate matter on the air quality
index in January and prompting the highest pollution alert in the capital.
Mr Roosegaarde’s innovative bikes inhale polluted air, clean it and release
clean air around the cyclist. He says that the prototype will be available by
the end of the year.
They are being developed in partnership with Ofo, known as China’s “Uber
for bicycles”, which has an estimated three million daily users across
China. It launched in Cambridge earlier this year. “We are redefining
beauty and lifestyle,” Mr Roosegaarde told The Times. “Beauty is not
about the latest Ferrari, it is about clean air. The bikes will be cheap and
easy to make; the concept is simple and needs to be available to
“Next year we are launching the smog-free project in Delhi and plan to
expand across Europe after that. London would benefit hugely from these
bikes — walking down Oxford Street is the equivalent of smoking more
than a dozen cigarettes, but without the pleasure.”
The bikes feature a front rack-mounted module that takes in air, which is
then processed by an internal filter that reduces the carbon content. Clean
air is pumped out in the direction of the cyclist so they are not inhaling
polluted air as they ride.
Mr Roosegaarde said: “It is important that we are launching this in Beijing
— we are bringing the bicycle back to the city. It used to be such a big
part of the culture but about 15 years ago it disappeared as everyone
“Now when my Chinese friends see pictures of our prime minister Mark
Rutte riding to parliament on a bike they ask, ‘Is he poor, can he not
afford a car?’ I hope in 20 years we will have cities where smog-free
projects are no longer needed, that riding a bike is part of life.
“What we are doing here is combining creativity and new technology to
create a new and beautiful world. It’s like that quote, ‘There are no
passengers on spaceship earth. We are all crew.’ We are all responsible
for making air clean. I cannot write a law but I can make designs.”
Copyright reserved. ©The Times 2017