Analysis of Business Environment for UK Supermarkets: Report

This report provides a comprehensive analysis of the UK business environment, with a specific focus on the supermarket sector. It begins by comparing different types of organizations, including profit, non-profit, and non-governmental organizations, highlighting their objectives, funding, and examples. The report then delves into the size and scope of organizations, differentiating between micro, small, medium, and large enterprises based on employee numbers, turnover, and market share. The organizational structure and function of these different types of businesses are also discussed. The report further examines the positive and negative impacts of the macro environment on business operations, followed by an internal and external analysis of the UK supermarket sector. It concludes by exploring the interrelation between strengths and weaknesses and external macro factors, providing insights into market share, profit share, and growth and sustainability within the industry. The report aims to provide a clear understanding of the business environment and its implications for the UK supermarket sector.

BUSINESS AND BUSINESS ENVIRONMENT

Table of Contents
INTRODUCTION ...............................................................................................1
PART-1.............................................................................................................1
P1 Comparison between different types of organisation .............................1
P2 Size and scope of organisation ...............................................................3
TASK 2.............................................................................................................4
P3 Organisational structure and function ....................................................4
PART-2.............................................................................................................5
TASK 3.............................................................................................................5
P4 Positive and Negative impact of macro environment has on business
operation .....................................................................................................5
TASK 4.............................................................................................................7
P5 Conduct internal and external analysis on UK Supermarket...................7
P6 State how strength and weakness is interrelated with external macro
factors..........................................................................................................9
CONCLUSION .................................................................................................10

INTRODUCTION
Business environment can be defined as sum total of all internal and
external factors that affect how the company operates and functions
including management, employees, customers, supply and demand and
business regulation (Business environment, 2018). In order words, it is a
collection of all entities, individuals ad other factors which may or may not
be under the control of company but can influence its profitability,
performance, growth and survival either in direct or indirect manner (Cassell
and Blake, 2012). According to Wheeler, “it is the sum total of all things that
are external to industries and firms that impact organisational function”. This
report determines the influence of macro-environmental factors on UK
supermarket sector. In addition to that, it also talks about scope and
structure of different types of organisation, difference between small,
medium and large enterprises and how strength and weakness is linked with
external factors.
PART-1
TASK 1
P1 Comparison between different types of organisation
A business can run in several ways and the form chosen by business
owner will affect legal liability of both company and owner. The goals and
objective of each form is vary from one another. For instance: Objective of
Non-Profit organisation is to improve the condition of society whereas goal of
profit organisation is make maximum profits or revenues. Businesses are
mainly categorise into three types:
Profit Organisation: It includes company's whose primary mission is to
generate immense profit and create effective product and services that are
valuable to buyers. Such types of organisation are profit-oriented. Private
owners arrange their funding through bank loans, revenue generated from
sales, local investors. The contribution of profit sector towards UK's economy
is quite high as compared to non-profit and non-governmental. The more
they earn, more they contribute toward the society in terms of taxes and this
1

tax is ultimately used for the betterment and welfare of public or local
residents (Cavalcante and et. al., 2011).For example: From past 75 years,
IKEA runs with an aim of generating more and more profits.
Non-Profit Organisation: These are also known as non-business entity. It
include all such business entities who uses its surplus to accomplish its
ultimate objective instead of distributing its income among company's
members, leaders or shareholders. Non-profit entities are tax exempted
which means they do not need to pay income tax on the money they receive
for their company. They generally arrange their funding through private
donations, government grants, corporate sponsorship, crowdfunding etc. In
UK, Internal Revenue Service (IRS) identifies the tax status and validity of
non-profit entities. NPO's often depend upon the dedication of employees
otherwise it become difficult for them to cope up with private sector. They
are approaching their audience with a message about concerned product,
services or actions. In addition to that, NPO's promote community-oriented
culture as workers are asked to solve and address issues that have less
financial incentive. For example: Fair Ways delivers massive services to
young children and people including education services, training and social
care.
Non-Governmental Organisation: Non-Governmental Organisation are
commonly referred as NGO's, independent of government and international
government organisation that are active in educational, health care,
environmental, human rights and other areas to effect changes as per their
objectives (Cronan and et. al., 2011). These are sometimes known as civil
societies that run with an aim of improving economic condition of the
country and makes them better place to live. They also laid stress on
increasing the welfare of poor people in poor countries. NGO's are generally
funded by private donation, sales of goods and services, membership sues
and grants. Despite to the fact that there is no interference of Government in
NGO's but there are certain NGO's who rely significantly on government
funding. This is mainly because they require funding in billions and millions
2

of dollars. For instance: 4theCHILDREN is a UK based NGO that mainly
deals with human rights and safety of children. The company was created in
April, 2016.It is generally made up of small team of students or mothers.
With the passage of time and expansion in their work, large number of
volunteers works from the local community has associated with them.
Basis of
Comparison
NGO NPO Profit
Organisation
Meaning An NGO refers to
a non-
governmental
organisation
formed by
independent
citizens that
operates
independent of
government.
Such type of
organisation often
set up to provide
goods and
services to people
and operates on
the principle that
profit or losses
will not be share
by its members.
Profit
organisations runs
with an aim of
making higher
profits.
Area of
Operations
Large Limited Can be large or
limited
Purpose and
Objectives
Main objective of
NGO is to work for
the betterment of
country and its
members. It also
deals in bringing
awareness
regarding women
empowerment,
human rights etc.
Their main
objective is to
promote art,
science,
commerce or any
other useful
purpose.
Their main
objective is to
maximise their
profit by satisfying
customer needs
and wants in an
effective manner.
3

Examples: By collaborating
with local schools
and communities
4theChildren are
focusing on
improving their
knowledge and
also conduct
various
development
programmes for
them as well.
Fair Way deals in
providing
extensive
services to young
children and other
people by
providing
education,
arranging training
program for them
etc.
IKEA is a Dutch
based
multinational
group that sells
and design ready
to assemble
furniture, home
accessories and
kitchen
appliances. The
main purpose of
the company is to
gain high
competitive
advantage in
overseas market
and to maximize
overall revenues
or profits.
P2 Size and scope of organisation
Micro Small Medium Large
Definition Such types of
businesses
runs and
controlled by
its owner.
Small-
business are
normally
owned by
sole-
proprietorship
or
They are
referred as
employment
creator of
particular
country.
Large
enterprises
are normally
run, managed
and controlled
by its
members or
4

partnership. partners.
Purpose The main
purpose of
such firms is
to earn money
so that they
can effectively
fulfil the
needs and
desire of their
family
members.
They run with
a purpose of
earning
decent profit
so that they
can smoothly
manage and
perform their
day to day
functioning.
Medium
enterprises
runs with an
aim of gaining
high
competitive
edge in the
market place.
Their main
purpose is to
generate
maximum
revenues and
gain high
competitive
edge in
overseas
market.
Number of
employees
Limited
number of
employees
works with
micro-
enterprises. It
requires very
less capital to
start micro
level
business. It
can be start
by one or two
person and
very few
employees
hardly 1 or 2
work under
The number
of workers
works with
small-
business vary
from one
country to
another. Small
firms
generally
employees
only 50
workers or
lesser than
that.
They provide
employment
opportunities
to near about
200-500
people.
Medium firms
do have their
branch in
other country
as well.
Turnover of
medium
enterprises is
high as
compared
small and
micro
They provide
vast
employment
opportunities
to number of
people. More
than 5000
employees
works with
large
enterprises.
5

them. enterprises.
Size The size of
micro
enterprises is
very small as
it is mainly
run by 2-3
employees.
Size of small
scale is
relatively
large as
compared to
micro but less
as compared
to medium.
Size of
medium
enterprise is
wide as
compared to
micro and
small. They
give
employment
to near about
200-500
people with
an annual
turnover of
€50 million or
balance sheet
below €43
million.
Size of large
firms is very
extensive in
terms of
employees,
revenues,
growth etc.
Scope The scope of
micro
enterprise is
quite vast
covering wide
range of
activities
that requires
less use of
technology.
Like micro,
the scope of
small scale
sector is wide
as they can
easily change
or alter their
product as
per the needs
and demands
of target
Scope of
medium size
enterprise is
vast as their
future goal is
to expand its
market.
Its annual
turnover
greater than
1.5 billion
euros and a
balance sheet
total of more
than 2 billion
euros.
6

consumer.
Example Carpenters,
plumbers,
street vendors
are some of
its example.
Showroom. Unicorn
Grocery
IKEA
Market Share: It described the total sales earned by particular company in
the marketplace over a specified period of time. Basically it is the portion of
industry's total share in relation to the market in which they operates. It
varies from company to company depending upon their ability to satisfies
customer needs and wants. For example: IKEA'S market share in UK market
is near about 8.2%.
Profit Share: It refers to various incentives plan introduced by company
that provide indirect or direct payments to workers depending upon their
profitability in addition to their regular salary and bonuses. Like market share
it also vary from industry to industry depending upon their capabilities to
work effectively and efficiently towards achieving business objectives and
goals. For example: Presently, ALDI profit share in UK in 15.2%.
Growth and Sustainability: It defines the rate of growth that can be
maintained without creating other significant economic problem specially for
future generation. It is a kind of trade-off that lies between current economic
growth and future economic growth. For example: M&S have launched their
PLAN A so as to build a sustainable future by being a business that enables
our customers to have a positive impact on well-being, communities and the
planet through all that we do.
7

TASK 2
P3 Organisational structure and function
Micro: Micro enterprises are small business employing fewer people and
having a turnover of less than 2 million. Such of entities run only to feed
their families. Their scope is less as compared to small or large firms.
Moreover they don't have any particular organisational structure as it solely
run and controlled by its owner.
Small: Small scale business employs a small number of worker and does not
have high sales volume. Such types of businesses are mainly privately
owned and operated corporations, partnerships or sole proprietorships (Elliot,
2011). The size of small scale industry is larger than micro enterprises but
smaller than medium & large firms. In UK, small businesses are having fewer
than 25 employees. It's size varies from one country to another. Their
organisational structure is flat because of less involvement of employees and
management.
Medium: The scope of medium enterprises are vast as they have greater
opportunities to expand or diversify its business through joint venture,
franchisee etc. Medium enterprises are having functional organisational
structure in which they divide the organisation into smaller groups on the
basis of functional area such as marketing, finance and IT.
Large: Scope of large organisations are very wide as compared to others.
Moreover large firms have their branch in other country (Hall, 2011). Their
main purpose is to maximise their profit by fulfilling the requirement of
consumer's needs and wants. Talking about its organisational structure,
large firms are having mixtures of matrix, divisional and functional structure.
Different types of organizational structure
8

Divisional: Under this type of structure, organizational function are mainly
classified or divided into a division. These division can correspond to either
geographies or products. Each division identifies the manner in which the
company operates and performs and also contain all the essential resources
and functions that supports particular product line or geography.
Flat and Tall: In Flat organisation, there is just one top manager who is
mainly the owner of the company or the CEO. On the other hand, tall
includes multiple layers of authority between CEO and lower-level
management. Taller organisation are little complex as compared to Flat
ones.
Functional Structure: It is the most common type of organisational
structure that divides the whole company into smaller groups based on
specialized functions such as IT, Financing, Human Resource, Marketing etc.
This structure allow greater operational efficiency because their workers with
share knowledge and skills are grouped together under this function.
Matrix structure: Under this organisational structure, company achieve the
ultimate goal within the stipulated time frame . This type of structure is
suitable for such company's that mainly deal in diverse product lines and
services.
Product Based Organisation Structure: This structure separates the
organisation by its products, activities, geography or projects. This structure
allow such firms to have a particular focus on particular items related with its
business operation. With this kind of organizational structure, companies
remain flexible in the business environment.
9

(Source: Matrix Structure, 2017)
Transnational International Global
organisation
structure
Definition Such types of
companies are
doing business in
more than in
more than one
country and does
not consider any
particular country
International
companies are
exporters and
importers as thy
do not investment
outside their
home country.
Such type of
companies are
practising their
business
operation in more
than one
countries.
10
Illustration 1: Matrix Structure

as their national
home.
Complexities Main issue that
transnational
company is facing
is lack of
resources and
shortage of
adequate funds.
They are not
gaining high
competitive edge
in overseas
market.
They are facing
problem
concerned with
poor co-ordination
among their
different
branches.
Vision: We want to make sure that IKEA is accessible, so that more people
can create a better everyday life at home. We re-invest a majority of our
profits in existing and new IKEA stores, as well as in product development,
sustainable solutions and by continuously lowering prices to our customers.”
Mission: IKEA’s mission emphasize on sustainable long term growth by
investing in the future which benefits its customers, employees and
suppliers.
Objectives:
 Establish strong customer and market base
 Increase traffic in store
 Gain high competitive advantage in overseas market
 Encourage repeat purchase
 Promote high productivity and profitability
 Higher sales generation
IKEA has different functions such as marketing, human resource, sales and
IT. All these functions needs to managed in an appropriate manner so as to
attain maximum results & benefits.
Human Resource Development: The main role of HR Department is to
hire most talented and skilled employee who with their knowledge and ability
achieve organisational objectives in an effective manner. The vision of IKEA
11

is build strong market share and this can only be possible if the company is
having potential employees who willing to work hard.
Marketing Department: The man function of marketing department is to
aware customer about IKEA's product and aware company about diverse
needs and wants of target customer. The mission of IKEA is to attain
sustainable long term growth in the market and this can only be possible if
they become able to meet customer requirement in a systematic manner.
PART-2
TASK 3
P4 Positive and Negative impact of macro environment has on business
operation
PESTLE Analysis is a marketing tool often used by marketers to
evaluate and monitor macro environmental factor that have an impact on
the functioning of an organisation. Business owners used this concept to
track the environment in which they are operating or planning to launch new
product/services/project etc. PESTLE stands for political, economical, socio-
cultural, technological, legal and environmental factors.
The UK Supermarket sector remains one of the most important parts of
the economy. The sector is contributing near about 20% to country's GDP.
Supermarket sector of UK is a major private employer providing employment
opportunities to approx. 6.2 million people in UK. There are about 628,000
business units operating in the supermarket sector (Kaufmann and et. al.,
2011). There are various external factors that directly or indirectly affect
overall organisation functioning and performance. Discussed below are
implication of macro-environmental factors and its impact:
Political: Political factors identifies the extent to which a government may
influence the economy. For example: Government may impose new duty or
duty due to which company's revenue generating structure might get
affected. One of the direct effect that political environment has on
supermarket industry is through the exercise of power over sites through the
12

land-use planning system. This legislation posses direct impact on store
location. Other issue like VAT rate, business rate also influence the UK
supermarket sector.
Positive impact:- Government in order to enhance the growth of UK
economy will provide financial assistance to all the large sized company who
earn huge profits. For example Sainsbury's largest supermarket get support
in the form proper infrastructure and financial support at the time
implementing upcoming projects.
Negative impact:- Multinational company in order to establish their
business in UK industry has to compile with different legal formalities
enforced by UK government.
Economical: The economic factors of UK has a direct impact on the
Supermarket landscape. The Supermarket sector is controlled by large
multinational stores and majority of which are located or headquartered
outside the country (Lee and et. al., 2012). There is an increased need to
encourage foreign based stores and local investors to dominate the market.
The level of employment and UK's disposable income continue to be a main
concern of Supermarket sector.
Positive impact:- In UK supermarket like TESCO and Sainsbury's largest
multinational supermarket that provide various employment opportunities to
UK economy which help in uplift the living standard of people.
Negative impact:- Due to fluctuation in different factor of economy like
inflation, deflation and change in foreign exchange rate will lead negative
impact on the growth and profitability of business sector especially retail
market.
Socio-cultural: Population of UK is continuously witnessing numerous
lifestyle and social changes which have considerable influence on retailing
and shopping. Wants, needs, attitude and beliefs of citizens have been
tremendously transformed. Consumers expectation increases due to the
exposure to foreign or international markets.
13

Positive impact:- Due to digitalisation and innovative growth in the
products and services given by different supermarket like TESCO and M&S
helps in satisfying the current needs and demand of particular society where
company established.
Negative impact:- The biggest disadvantage of such factors is that they
keep on changing rapidly. For example: Consumer tastes changes very
frequently, though cloud computing technique is available with companies
but still it become difficult for them to often change or modify their product
or services.
Technological: The UK supermarket sector has been transformed by recent
technological developments. Each store continues to focus on improving
their productivity and increasing efficiency. For this they need to spend
massive amount on doing market research. With the availability cloud
computing, supermarket stores can easily identify consumer needs or wants.
Another huge shift that supermarket faces is online shopping trend. All the
major stores have launched its online application (López-Gamero and et. al.,
2011). Moreover they are also using social media platforms such as
facebook, instagram, twitter to promote their product.
Positive impact:- Company like Sainsbury's and TESCO in order to create
awareness among customers adopt different innovative marketing strategies
through which they avail their good and service through online sites.
Negative impact:- Another main advantage of PESTLE analysis is that it
assist company's in preparing them for future contingencies or possible
threat. For example: Advance technology flourishes the trend of online
shopping which enables retail stores to launch its online website. Rapid
change in consumer taste and preference can be identified through cloud
computing.
Legal: The supermarket sector of UK is under European Union laws which
requires all stores to adapt regulation and standard defined by them. For
example: Legislation such as minimum wages, equal opportunity must be
followed by each store.
14

Positive impact:- All the supermarket industries require to adhere with the
laws regulation enforced by UK government in order to protect the interest of
employees and maintain the decorum of business.
Negative impact:- Non compliances of strict laws applied at global level
leads to heavy penalty and dilute the image of big companies.
Environmental: Environmental factors determined by the surrounding
environment. For example: Demand for wearing leathers clothes made up of
animal skin has reduced.
Positive impact:- TESCO largest supermarket used those tools and
techniques at the time of producing goods and services which produce less
carbon footprints and less polluted to environment.
Negative impact:- Because of profit motive organisation uses such
measures which are harmful and injurious for the health of society.
Positive Impact of Macro-environmental Factors:
 Easy to understand: One of the main advantage of external factors
is that they are easy to understand and things that are easy are likely
to be implemented in an effective manner. For example: Policies
regarding change in VAT prices must be conform by each store. This
maintain harmony and political stability in the country.
 Make use of opportunities: Such factors helps the organisation in
making use of profitable opportunities which originate times to time
due to any shift or change in external factors (Onetti and et. al., 2012)
For example: For Supermarket sector, lower VAT rate comes out as an
opportunity for this sector as it lead to increase the purchasing power
of consumer.
Negative Impact of Macro-environmental Factors:
Valuable Resource of Company: Another negative impact is pestle
analysis tool include massive time, manpower and money for conducting this
(Owusuand and Habiyakare, 2011). This can only be possible if company
have available resources.
15

TASK 4
P5 Conduct internal and external analysis on UK Supermarket
Internal analysis can be figured out through SWOT Analysis:
SWOT ANALYSIS OF ALDI
Strength
 The core strength of ALDI is
that they are having plenty of
capital and access to bank
loans. For running any business
effectively, it is important to
have adequacy of availability of
funds.
 They claims to offer products at
discounted or lower rate.
 The company is gaining high
competitive advantage
because of its store layout,
standardization and global
pricing
 Another major strength may be
retailer's cheap wholesale
prices. This enable them to buy
goods in bulk quantity and they
store goods for future demand.
 ALDI can easily determine likes
and dislike of customer with
the help of cloud computing.
This makes easier fir them to
change or alter their product as
per customer demand (Palo
Weakness
 ALDI lacks a defined place in
the mind of customer. This
mean they are selling both
cheap and expensive product
which may create confusion in
the minds of consumer. This is
not for company's brand image.
 Less conversion is another
major weakness of ALDI. It has
been figured out that the actual
conversion of footfall within the
sales for mall outlet is near
about 20-25%. But they are
getting only 6-10%.
 Another major disadvantage
can be in the form of rapid
change in taxation policies and
systems.
16

and TähtinenSaleem, 2017).
Opportunities
 One of the major opportunity
that ALDI is snatching is
effectively meeting unfilled
consumer needs. They can
easily figure out consumer
preference through cloud
computing which proves out as
a major advantage for them.
 Customer centric approach
 Another opportunity is
identifying needs and wants of
customer through taking the
help of advance technology like
cloud computing.
Threats
 Decrease in consumer demand
may affect the profitability of
ALDI
 Strong competition exist in UK
such as TESCO, Saisnbury
 Price war exist among key
competitors.
 Change in taste, preference,
shopping culture directly
influence growth and
profitability of ALDI
External analysis can be done through Porter's Five Forces Model:
Application of Porter's Five Force Model on ALDI
Bargaining Power of Buyers: In Supermarket sector, potential buyers
have high power that directly affect company's performance and functioning
(Teece., 2012). During the financial crisis, customers become sensitive
towards paying higher money for clothes. Instead of purchasing high priced
product, they started spending their money on buying low priced product
that satisfies their need in an effective manner and that too at low price.
Bargaining power of supplier: Suppliers of Supermarket Sectors own
enough power to regulate and control entire sector. They are often referred
as an important player of the industry. If retailers does not offer best or
17

suitable price to supplier, then will not the products to sell. Therefore it is
very essential for them to satisfy their suppliers as well.
Threat of rivalry: High Intensity of competition exist in Supermarket sector
which enables buyers to try the products and services of other rivalry firm as
well. In order to gain high competitive advantage over rivals, company's are
using its own unique strategies.
Threat of new entrants: UK Supermarket sector has always been found in
the middle of global rivalry, price wars and other alteration situation that
signifies country is facing extensive competition in retail sector.
Threat of substitute: Supermarket Sector offers large variety of goods
and services to its target audience. With this much diversity, one cannot stop
customer to not to shift any other brand. In-fact now they have started
consuming more time on finding out which particular retail outlet is
satisfying their needs in an effective manner (Welter and Smallbone, 2011).
P6 State how strength and weakness is interrelated with external macro
factors
PESTLE ANALYSIS DESCRIPTION STRENGTHS WEAKNESSES
Political The overall
functioning and
performance of an
organisation is
affected by both
internal and
external factors
(Cassell and
Blake, 2012).
Therefore, it is
important for an
organisation to
There is a poor
infrastructure
along with supply
chain
management that
multiplied the
value of tax
regarding fuel,
logistics and
many more.
Any increase or
decrease in the
VAT of any
particular country
directly impact
the purchasing
power of
customer. As a
result, consumer
stop buying
expensive
products.
18

critically evaluate
these factors.
Economic UK Supermarket
sector is one of
the most growing
sector that
contributes
immensely
towards country's
GDP.
This factors
essential for the
to maintain their
goodwill and
reputation in
economic level.
This factor highly
effects on
business
performance and
profitability ration
in a negative
manner.
Social For example: In
today's era needs
and wants of
consumer are
changing
continuously
which enables
companies to
determine their
current liking and
preference.
Supermarket
sector are mainly
doing this with
the help of cloud
computing
technique.
The reason is
simple because
they wanted to
make its business
process simple
which means they
have remove
great ratio of
employees from
the company
(Cavalcante and
et. al., 2011).
For example:
Companies like
IKEA, Sainsbury's,
M&S have decided
to close up-to 14
shops and putting
around 5000
employees jobs at
risk which means
UK people have to
undergo major
change which
directly impact
the growth and
development of
this sector.
Environment In-fact with the
latest technology,
companies can
Now a days
companies are
adopting number
On the other hand
there are certain
weakness of UK
19

remain in touch
with its target
audience.
of strategies
concerning with
protecting
environment and
society in which
they are
operating.
Diminish the use
consumption of
energy and
utilisation of
green house gas.
Supermarket
Sector as well that
directly or
indirectly
affecting
company's
functioning.
Legal Also government
is also supporting
Supermarket
Sector by
providing
adequate funding
to them. One of
the main
weakness that
has been
observed in
Supermarket
sector is lack of
identification
within the
marketplace.
Another example
can be frequent
change in policies
related with VAT
that directly affect
the consumer's
purchasing power.
In case of
agricultural
product, UK
Government is
reforming laws
and policy related
with agricultural
sector. They are
revising the way
in which direct
subsidies are
allocated to
farmers. They are
making more
complex. As a
result, farmers
suffers.
Technological The major Company needs In the
20

strength of
Supermarket
sector is that they
are effectively
using advance
and innovative
technology.
to be attentive
towards high end
technologies that
assist them in
gaining high
competitive
advantage over
rivals. With the
help of cloud
computing, it
become easier for
firms to
determine the
likes and dislikes
of target
customer.
organisation,
some employees
not have
knowledge about
technology which
effects on
company and its
productivity ratio.
CONCLUSION
According to the above mentioned report, it can be concluded that
organisational functioning and performance is directly affected by both
external and internal factors. Internal factors help in determining the
strength and weakness of company and external factors helps in measuring
how political, terotechnological, social, economical factors influence business
operation. Organisation can be classified on the basis of small, medium,
large and its size and scope vary on the basis of its nature and structure. In
addition to that inter-relation of company's strength and weakness with
external factors has also been analysed effectively. Various tool such as
PESTLE, SWOT and Porter's Five Forces has also been discussed in this
report.
21

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