Briefing Note: Macro-Environmental Changes for Watches of Switzerland

This briefing note analyzes the macro-environmental factors impacting Watches of Switzerland, a British retailer of Swiss watches. It uses a PESTLE analysis to assess political, economic, social, technological, legal, and environmental factors influencing the company's strategic planning over the next 12-24 months. The report considers aspects like government policies, economic growth, social trends, technological advancements, and environmental regulations. The analysis aims to provide insights for the CEO and board members to make informed decisions and ensure the company's sustainable growth and adaptation to the evolving global business environment. Desklib provides students access to similar solved assignments and past papers.

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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?
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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1. Background
Global business environment is defined as the environment in different countries can
influence the business organisation and its various activities. It is very important the the
company to understand the internal and external factors that can impact the organisations in
its productivity. Watches of Switzerland is a British retailer of Swiss watches and has 16
stores in United Kingdom. It is headquartered in Braunstone, England which is listed in
London stock exchange and is constituent of the FTSE(Öngöre, Ö., 2020). This report
include the pestle analysis in context of watches of Switzerland.
2. Key issues
a. Technology
b. Current trends.
c. Governmental policies
3. Global Macro-Environmental Factors Critical Discussion Point
PESTLE analysis
It is a tool used by the business organisations to keep a track on the external factors
which might influence in the decision making of the busine4ss organisation and its day-to-day
activities. It helps the company to analyse these factors and then it can use in the range of
different scenarios. Here is the pestle analysis of watches of Switzerland is given below(Obisi,
C., Samuel, R. and Ilesanmi, A., 2020).
 Political- These factors include tax policy, trade restrictions, tariffs etc. it determines the
extent to which a government may influence the company or an in industry. As watches
of Switzerland main the high quality and is manufactured in Switzerland itself it is very
important to know the policies of government there itself for the smooth functioning of
the company. Economical- These factors determine to an economy's performance that can affect the
company or the industry in the long term. Such factors are wage rate, economic growth,
working hours etc. The company watches of Switzerland should consider the economic
system in the country. It should be aware that in which country it is manufacturing its
products should have growing GDP rate. Social- This includes the cultural aspects which can influence the business organisation.
Such factors include change in lifestyle, behaviour, health consciousness, This help the
marketers to identify the customers preferences according to the change in the lifestyle
and environment. Watches of Switzerland should target its customers by analysing the
status of the people, their attitude and behaviour which will help the company to grab
large number of customers.

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 Technological- This means the innovation and development in the technologies. Such
factors include artificial intelligence, digital marketing etc. As the technology is evolving
so it is very important for the watches of Switzerland to meet the technologies at the right
time to retain the old customers and attract new customers by developing its product. Legal- it involves the changes to legislation that can affect the company. The certain laws
can influence the business functioning. Such factors are quality law, employment rights,
fair wages etc. the company watches of Switzerland need to adopt the laws related to
labour, taxes in order to function smoothly all over the countries(Guizellini, F.C. and et.
al., 2021)
 Economical- These factors are concerned with the effect of the surroundings
environment and the influence of ecological aspect. Such factors are laws, rules and
regulations etc. Watches of Switzerland should consider these factors in order to be a re
putative brand it can best do is to reduce the carbon footprint and use of paperless
business functioning(Ariyoshi, K., Tanimoto, M. and Yamada, Y., 2020)
Conclusion
From the above report it is concluded that there are several factors which can influence the
business organisation. It is very important for the company to consider the external factors and
use the tool PESTLE analysis so that the Watches of Switzerland is ware about the factors and
can precautions in order to meets its objectives and goals. The external factors impact the
operation of the business and the company need to adopt the sustainable development in case of
environment factor.
4. Resources & Evidence Used in the Completion of the Briefing Note (Reference List
in Harvard Format)
Ariyoshi, K., Tanimoto, M. and Yamada, Y., 2020. Impact of particle size of lithium manganese
oxide on charge transfer resistance and contact resistance evaluated by electrochemical
impedance analysis. Electrochimica Acta. 364. p.137292.
Guizellini, F.C. and et. al., 2021. Thermal, morphostructural and spectrometric characterization
of an antibacterial kaolinite-based filter modified with silver for water treatment. Journal
of Thermal Analysis and Calorimetry. 143(1). pp.47-60.
Obisi, C., Samuel, R. and Ilesanmi, A., 2020. Influence of workforce planning on organizational
performance in the manufacturing industry of Lagos, Nigeria. Global Business
Review. 21(2). pp.404-417.
Öngöre, Ö., 2020. Evaluating emotional labor: A new approach. Global Business and
Organizational Excellence. 39(4). pp.35-44.
Naim, M.F. and Lenka, U., 2017. Mentoring, social media, and Gen Y employees' intention to
stay: towards a conceptual model. International Journal of Business and Systems
Research, 11(1-2), pp.28-41.

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Ferreira, J.J.M., Fernandes, C.I., Peris-Ortiz, M. and Ratten, V., 2017. Female entrepreneurship:
a co-citation analysis. International Journal of Entrepreneurship and Small
Business, 31(2), pp.325-340.

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APPROVED/NOT APPROVED NOTED
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Senior Manager
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General information to the briefing note
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