BM461 Global Business Environment: Watches of Switzerland Briefing

This briefing note analyzes the macro-environmental changes impacting Watches of Switzerland over the next 12-24 months, as requested by CEO Brian Duffy. It outlines the background, methodology, and key issues, including competition, organizational factors, and global macro-environmental factors such as GDP, inflation, and employment. The report uses PESTLE analysis to assess political, economic, social, technological, legal, and environmental factors. Critical discussion points are provided for the board of directors, and the resources used are listed in Harvard format. The analysis aims to inform strategic planning and decision-making for the company in response to the evolving global business environment. This document is available on Desklib, a platform offering a wide range of study resources for students.

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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.

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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:
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. Background
Watches of Switzerland is a watch company based in UK. Company found in 1775. Jonathan
mappin open a store of silver and from that time the watches of Switzerland become this
now. Company value deeply ingrained to make a recognized brand and develop a cultural
optimization of the country or where company situated. During the crisis time company also
faces many challenges but with the engagement of the employee and personnel support they
build again. Company dedicated towards their work and their customer preferences.

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Company is leading brand in the UK (Mudany, Ngala, and Gituro, 2021). The market they
capture is huge, and they invest globally to promote their market. Company also has high
barrier on entry. They also have a strong record of satisfying their customer.
2. Key issues
Competitors:- every business has competition and as watches of Switzerland also has their
competition (Kairuz, and et.al 2020).
Organization:- owners, directors of the company and employees also main part contain the
consumers of the company.
Market, suppliers, distributors.
3. Global Macro-Environmental Factors Critical Discussion Point
Macro environment:- macro environment consist country economy as whole that affect the GDP,
inflation rate, supply demand, Major currency exchange rates
, Elasticity of demand
, Share price, dividend performance, Price earnings ratio, market capitalization, cash on hand and
Reserves
and Firm performance benchmarking. The macro environment interrelated to the businesses and
their external activities (Friesendorf, and Uedelhoven, 2021).
Factors of macro environment
gross domestic product:- this macro environment affect the gross domestic product of a country
that consist the output and manufacturing of the company goods that company contributed in the
country as their GDP.
Inflation: - inflation of the country affected by the companies and the consumer’s country have,
and it also affects purchasing power of the consumer.
Employment: - employment level also refer the consumer power and the buying decision they
made. Because of that the company sale affect, and they get profit, or they also improve or
expand their company with that employment also affect that's why it affects the macro
environment.
Pestle analysis

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political factor:- in the macro environment country political environment is changing rapidly it
affect the business as well country also. This includes all the factor that determine the
government regulation and tax etc.
Economic factors:- in macro environment the economic factor include the inflation rate and the
share prices of the company and unemployment of the country in the business sector.
Social factor:- in macro environment the social factor considered the culture behaviour where
the company situated, and the gender connected demographics, domestic structure etc.
Technology factor:- in macro environment the technology factor determine the advancement of
the technology in the country and new innovation through this and this factor help the
organization towards new improvement and expand their business(Bezuhla, 2020).
Legal factor:- in macro environment the legal factor considered the health and safety , their
product and services quality and the ethical work of the co0mpany that they were doing.
Environmental factor:- in macro environment the environmental factor of the country and
business refer the climatic condition such as recent COVID-19 and the pollution in the country
because of the industry affect people (Nurmi, and Niemelä, 2018).
Resources & Evidence Used in the Completion of the Briefing Note (Reference List in
Harvard Format)
Bezuhla, L., 2020. Impact Of The Macro Environment On The Ecotourism
Infrastructure. Green, Blue & Digital Economy Journal, 1(2), pp.33-38.
Friesendorf, C. and Uedelhoven, L., 2021. Macro-Environment of Mobility. In Mobility in
Germany (pp. 11-17). Springer, Cham.
Kairuz, and et.al 2020. PESTEL analysis of environment state responsibility in
Ecuador. Neutrosophic Sets and Systems, 34, pp.70-78.
Mudany, J.O., Ngala, M. and Gituro, W., 2021. Moderating Effect Of Macro Environment
On The Intervening Effect Of Capital Structure On The Relationship Between Strategy
Implementation And Performance Of Energy Sector Institutions In Kenya. African Journal of
Emerging Issues, 3(1), pp.67-95.
Nurmi, J. and Niemelä, M.S., 2018, November. PESTEL analysis of hacktivism campaign
motivations. In Nordic Conference on Secure IT Systems (pp. 323-335). Springer, Cham.

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