Assignment One PESTEL Analysis
40% of Module Marks
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.
Chick-fil-A (www.chick-fil-a.com) an American family oriented fast food chain is considering coming to your country 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 your country with regards to Chick-fil-A.
This sort of advice, based on a PESTEL analysis, will be an important contributor in the decision whether to enter your market, or not.
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.
By reference to academic literature and secondary data sources review PESTEL as a strategic marketing tool and analyse and evaluate the three components, making management recommendations to support Chick-fil-A’s decision.
You MUST NOT contact the company or its employees or agents at all.
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 Managing Director (or equivalent).
The report should be addressed to an interested management readership. It should have:
a sound theoretical and conceptual perspective, containing evidence of critical debate with reference to appropriate academic literature.
an effective practical foundation, which makes management recommendations.
You will need to provide a one-page review of Chick-fil-A the company (not included in the word count). Presentation of PESTEL data in Tables WILL count within the word count.
The work will be submitted in business report format and should be 2000 words, +/- 10% (excluding Executive Summary, Company Overview, Contents page, titles and references list). University policy regarding the presentation of references must be followed.
Any assignment that exceeds the given word count will be penalised.
The learning outcomes being addressed through this assignment are:
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) Synthesise complex organisational based information, together with dynamic external data into effective marketing lead strategies
f) Make discriminating use of a range of learning resources in order to solve organisational marketing related problems
g) Communicate the solutions arrived at, and the thinking underlying them, in verbal and written form
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:
Structure and clarity of expression
The fundamental features of well-structured work are expected as the norm at this level with students often involved in developing a suitable conceptual framework in order to evaluate and analyse the issue or question set. There will be proper attention to the type and style of the assignment – in this case a business report – and the work should remain clearly focused, follow a logical sequence and clear sense of direction even though more complex issues are addressed.
Reading/Research and Referencing
Reading should extend beyond general marketing texts and encompass specialist texts as well as the extensive use of journal articles, periodicals including professional/industry publications. Students should also demonstrate a more selective approach to their reading in order to improve the quality of their work through varied, appropriate sources to logically develop and support their argument. The proper, accurate presentation of quotations and references is expected and inaccuracies will be penalised, as will the over-reliance on a single source or limited sources of information.
Knowledge and understanding
Knowledge itself is not necessarily rewarded at this level. While extensive knowledge and understanding is expected, it is how this is used in analysis which is more important. Capable students will demonstrate an awareness of contemporary issues and importance of adopting an organisation wide marketing philosophy to contribute to greater stakeholder engagement, customer satisfaction and value creation. Capable students may realise that a definitive answer to particular concerns posed by the assignment question may prove elusive.
Students should demonstrate an ability to identify the key issues which are most relevant to the given area of marketing strategy, philosophy and application – centred on its overall purpose, usage and effectiveness. The ability to appraise and evaluate marketing concepts, theories and frameworks and their application for gaining understanding and insights regarding their chosen example is expected and students should be able to demonstrate skills of critical evaluation of theory during their work.
Application to industry
Students should demonstrate the ability to integrate theory into practice and increasing abilities to evaluate the embedded marketing philosophy and its resulting outcomes for relevant businesses and organisations.