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Marketing Assignment

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 and secondary data sources 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: · 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. 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). University policy regarding the presentation of references must be followed. Word limits will be inline with Assessment and Feedback policy, which states that where the submission exceeds the stipulated word limit by more than 10%, the submission will only be marked up to and including the additional 10%.

Anything over this will not be included in the final grade for the assessment. Abstract, Executive Summary, Bibliography, Reference list, Appendices and Footnotes are excluded from any word limit requirements.


Learning outcomes

On successful completion of the module, participants will be able to: Knowledge and Understanding

b) Critically select and apply relevant marketing theories, conceptual models and frameworks in the development of marketing strategies within a dynamic business environment to produce superior marketplace performance.

c) Demonstrate knowledge applied to evaluate marketing practice in relation to the cross-functional aspects of business & management with the goal of enhancing long-term shareholder value Subject Specific skills

d) Synthesize complex organizational based information, together with dynamic external data into effective marketing lead strategies.

5 Key Skills

f) Make discriminating use of a range of learning resources in order to solve organizational marketing related problems

g) Communicate the solutions arrived at, and the thinking underlying them, in verbal and written form.

Assessment criteria Please consult the Assessment Matters section of the Common Academic Framework – Student Guide for information on the general grading criteria. In order to gain a good pass for this assignment at this level students are expected to pay attention to the following generic grading criteria.

Drone delivery in UAE coming soon

Waheed Abbas/Dubai 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 12 months. “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 2017. 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.

Clean the air as you ride on pollution-eating bikes

Katie Gibbons 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 invention. He was behind the Smog Free Tower in the Chinese capital, a seven-metre construction that sucks in dirty air like a giant vacuum cleaner.

Ion technology then filters it, before returning bubbles of clean air through the tower’s vents. 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 everyone.”

“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 wanted cars. “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.”

Last Updated on June 22, 2021

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