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Essay Assignment: PESTEL analysis and B2C/B2B perspective evaluation


Your assessment consists a-word essay. The essay should have two main sections:

1.a PESTEL analysis

We want you to use this framework in a thoughtful and critical way in order to evaluate the current and future attractiveness of a particular market segment. Draw some meaningful conclusions.

2.B2C/B2B perspective

The second part will depend on whether you are taking a B2C or B2B perspective.

If you are taking a B2C perspective: the second part should entail applying the marketing mix and STP process in order to critically evaluate the company’s performance and how it could be improved (i.e. an application of what we called V 1 thinking).

Carefully evaluate how well the company is applying these two frameworks – the marketing mix and the STP process, and make some recommendations for how it could do it better.

If you are taking a B2B perspective: then this second part will consist of you arguing whether a V 1 , V 2 , or V 3 perspective should be taken in order to critically evaluate the company’s performance and how it could be improved. Again, carefully evaluate how well the company is – or is not – applying this kind of thinking, and make some recommendations for how it could do things better.

We will be looking to see if you are able to:

1.critically evaluate the attractiveness of the external business environment

2.demonstrate understanding of the PESTEL framework by applying it

3.if working in a B2C environment, demonstrate your understanding of the concepts of segmentation, targeting, position and the ‘marketing mix’ and apply these concepts to the company in which you work.

4.if working in a B2B environment, demonstrate your understanding of the concepts of the traditional transaction perspective, the relationship management perspective, and the network management perspective and evaluate the relative merits of whether to adopt a traditional transaction perspective, a relationship management perspective, or a network management perspective to the company in which you work.

For this task, I would like for you to think about what you want to do for your final dissertation. Remember, the hallmark of a good dissertation is that it should be so good that it gets you a promotion. Go and talk to five or six senior managers within your organisation, and ask them for their ideas on what you should do for your dissertation, something that will be of use to the company. 

Now assess each of these five or six options. What are their pros and cons? Are they all equally do-able? What kind of research strategy would you adopt if you need to collect primary data?

Bullet points to guide you

Below are some general suggestions or questions to ask yourself when considering a topic for your dissertation:

A.How relevant is the topic to your company? Be brutally honest in your assessment.

1.Is it a pressing matter or issue that has been troublesome for some time?

2.Is it considered something of strategic importance?

3.Is it essential for the continued growth of the company? Development of a new business segment?

4.Or is it something that is of topic (academic) interest only to you and/or just a handful of people?

5.How useful would your research really be to your company?

6.In assessing the pros and cons, how do-able is your research project?

7.Can it be realistically completed within your allotted time – if your question is too broad or too open-ended chances are you may not have enough time?

The more tightly and succinctly you define your research question the better off you will be.

B.Will this be a qualitative, quantitative, or mixed method dissertation?

1.What kind of data will you need?

2.Do you have access to all of it?

3.Will you have to collect original data?

C.Your answer to these questions will directly impact how much time you will need to complete your research.

1.Will you need any special technology – for example, special software, tools, equipment, etc?

2.If so, do you have access to these or will you need to purchase some?

3.If so, do you have the necessary funding in the event your research requires expenses?

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