ASSIGNMENT BRIEF: You are required to choose TWO companies, as case studies, and conduct some analysis on their macro-environment

These companies must be multinational companies and the focus of your analysis should be how these businesses develop their international operations. The analysis should focus on the following. 1.Conducting a PESTLE analysis for both companies. 2.Business challenges relating to innovation, business ethics and marketing 3.Risks they faced with international expansion STRUCTURE OF THE REPORT COVER PAGEEXECUTIVE SUMMARY (MAXIMUM OF 100 WORDS)

•Summarise what the report is about

•Outline the key frameworks used for your analysis

•Summarise the key conclusions of your analysis for each company Table of ContentsSECTION 1: INTRODUCTION (MAXIMUM OF 200 WORDS)

•What is the aim of the report?

•Identify the two companies, when and where they were formed, and their country of origin.

•In which other countries do they operate in?

•What products or services they sell

•Who are their customers and where they are located

•Who are their main competitors / rivals

•Outline the structure of the report SECTION 2: MACRO-ENVIRONMENT ANALYSIS. (MAXIMUM 600 WORDS)

•Define the macro-environment (at least 2 academic definitions with citations).

•Briefly explain the importance of analysing and understanding the macro-environment.

•Describe the framework used to analyse the macro-environment (PESTLE) (with academic citations) and briefly explain how it is used for the analysis of the macro-environment. This should focus on explaining the key factors the PESTLE framework says should be considered when analysing the macro-environment. For each factor, what are the sub-factors to analyse? For example, if you want to analyse the political environment, what factors should be look at. State that the PESTLE framework will be used for the analysis of the broader macro-environment in which your proposed business will be operating in. Now presents an analysis of the macro-environment of your chosen business under the following headings