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Purpose of the Assessment This assignment has been designed to allow students the opportunity to explore the underlying

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
You must choose one of the two case studies within this assignment brief. Eit (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 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 completePESTEL as a strategic marketing tool secondary data analyse and evaluate the three components, making analyse and evaluate the three components, making management recommendations concerning the market attractiveness to support 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:
⦁ 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.

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.

Used with Permission from Waheed Abbas. Copyright reserved.
Dr Stephen Castle
Dubai July 20 th 2017

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