Macro-Environmental Changes in Global Economy for Long-Term Planning - Watches of Switzerland

Briefing Note
Globalization & Strategic Planning Directorate
Requested by Brian Duffy, CEO Date requested: 12/11/21 Action required by: TBC
Action required Other attachments for consideration
For approval With correspondence Chief Executive’s
authorisation
Authority to publicise
For meeting For Information letter of advice
BRIEFING NOTE FOR INFORMATION
This briefing note is written to provide information for discussion and use at subsequent meetings by the
management team on the subject matter outlined below.
Covid-19 has presented unique challenges to the Watches of Switzerland company. In order to plan for the
recovery of the global economy the CEO, Brian Duffy, has requested this briefing note for use at the next
board meeting to discuss actions with fellow board members.
Version August 2011
Department Rec/Find No: Business Planning &
Intelligence
Division/District Global
STUDENT NAME
STUDENT I.D. Number
File Ref No: 1/3

SUBJECT: What macro-environmental changes in the global economy can the
organization expect to face over the next 12-24 months that it needs to factor into long-
term planning?
Proposal
To set contextual background for why the report is required, to outline how the report was
constructed and what tools, models and evaluation were applied, to identify the top 3 major
macro-environmental issues that will impact upon the organization, rank the issues in terms of
urgency, provide critical discussion points for the board of directors and list the sources used to
evidence the argument.
Urgency
Rank the key issues as:
Critical (major or significant organizational risk because of no action)
Urgent (compelling or requiring immediate action or attention)
Routine (action required within next 3-6 months)

1. BACK GROUND
Global business environment encompasses key factors that directly impact on success
and growth of companies. The current assignment will be based on Watches of Switzerland,
which falls under the category of FTSE listed companies. It operates under Luxury Watch
market, where several changes emerged in the recent time. Technology change is the biggest
factor that drive the attention of chosen organization towards success and excellent progress. It
contributes to grow any venture rapidly and productively. The study will explain key challenges
and critical discussion based on international macro environmental forces, which selected firm
directors take into their considerations.
2. Key issues
Challenges Rank to each issue
Inflation Critical
GDP Urgent
Supply and demand Routine
3. Critical discussion point based on global macro environmental factors
From above discussion it has been deter mind that there are several global business
environment issues on the factors report negative impact on chosen company that operate in
luxury watch market.
Political –
Inflation is one of those three critical factors that may put a direct impact on watches of
Switzerland profitability and productivity as well as market share (Kleinhans and LaTour, 2021).
It may lead to decrease number of customers purchasing and profit margin of brand. This factor
may affect negatively upon company success and growth in competitive business environment,
where different organizations are operating and effort to be competitive for longer.
Economic factor-
In today’s era global economic growth level may decrease as people are unable to find
out and work as an employee in a many companies COVID-19 may lead to decrease
employment ratio and increase the same beyond expectation. Without having job people are