Macroenvironmental factors within the company Watches of Switzerland

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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
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:
Department Rec/Find No: Business
Planning &
Intelligence
Division/District Global
STUDENT NAME
STUDENT I.D. Number
File Ref No: 1/3

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 Critical (major or significant organizational risk because of no action)- Technological
Advancements
 Urgent (compelling or requiring immediate action or attention)- Political Uncertainty
 Routine (action required within next 3-6 months)- Supply and Demand
1. Background
The revenue of luxury watch market is 789 m in 2021 which is expected to grow by
3.47% (CAGR 2021-2025). The global pandemic created and impact on consumer off luxury
watches which resulted in decline in demand and slowed growth of the industry. The consumer
preference and trend for high-quality premium luxury watches are a status symbol and such
factors are major driving factors for luxury watch market. The luxury watch market can be
classified on the basis of type, end user, distribution channel and geographical segmentation. The
change in watch industry can be seen as in some regions luxury watches were mostly offered by
males and now females are also preferring luxury watches which has expanded the customer
base for companies offering luxury watches. This report will outline the key issues and macro
environment factors which are faced by the company, Watches of Switzerland.
2. Methodology
3. Key issues
 Supply and demand
 Political uncertainty
 Technological advancements
4. Global Macro-Environmental Factors Critical Discussion Point
Some of the global political factors which can influence the business operations in
context of Watches of Switzerland are discussed below:
 Political uncertainty- This has been a challenge which has been faced by Watches of
Switzerland where the operation of organization has been influenced and such factors are
responsible to create an impact on the profitability of the companies offering luxury