Strategic Marketing; Pollution Eating Bikes (PESTEL Analysis)

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.

Assignment on Strategic Marketing; Pollution Eating Bikes
(PESTEL Analysis)
2000 words +/- 10%
Country: Germany and China
Company: Bike company of your choice
Add: pictures and graphs
Reference: name, page, year min. 50 references
Harvard reference
– Cover page
– Executive Summary (very important)
– Content
– Introduction
– Review of PESTOL as a tool in strategic marketing (min. in 3 examples)
– Application of PESTOL on the company and country
– Recommendation
o NOT to tell them what they should do! ONLY outcome highlight of the aspects
By reference to academic literature and secondary data sources review the complete PESTEL as a strategic marketing tool. Then with reference to secondary data analyses 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.

Additional information:
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.”


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