Macro drivers, 2MR and PEST

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ASSIGNMENT #2

Macro drivers, 2MR and PEST

This week, you learnt about some models:

· In the lecture, about three models: WISPA, DENTS, ROAR

· In the seminar, how to analyse research compiled into ROAR and classify each point as plus or minus for a biz, and if it is P, E, S, T

Now you must do your own research!

Please do your research:

· Using the techniques you learnt last term in the EES module

· Specifically, how you learnt in the lecture of Craig McEwan in week 8 of EES

· Using the databases, and specialist journals and newspapers found in the library

Please do your own research as your assignment in a six part analysis

Six part analysis:

i) Complete CIGAR

ii) Complete WISPA, including the sentences of S

iii) Complete DENTS, i.e. the P of publications

iv) Search the sentences in DENTS, i.e. databases, newspapers etc, and find answers

v) Compile the answers into ROAR – 30 pieces of information and answers

vi) Allocate each to P, E, S or T, and also plus or minus, i.e. good or bad for your biz

vii) Plus and minus summary for P, E, S, T, based on the totals!

viii) Conclude whether it’s an attractive market?

WISPA, DENTS, ROAR, CM Morrison 2017

	C	I	G	A	R	S
CM Morrison(2018)	Country	Industry	Growth rate/Change (5)	Area	Rate of inflation	Sector (4)
GDP	GBP?	X	?%	X	X	X
Industry	X	GBP?	?%	GBP?	X	GBP?
Consumption (3)	GBP?	X	?%	X	%?	X

1. Please research all the above boxes

2. Complete all the white areas, but NOT the black areas!

3. Consumption means retail spending or B2C expenditure

4. Sector is a part of an Industry. E.g. Restaurants sector is part of the Hotel and Catering Industry

5. Growth rate Change means to Country and to Industry in the last 12mths

Statement of Economy attractiveness

Using the above CIGARS summary, analyse what has increased and what has decreased and state, is this an attractive economy

The statement, or a suggestion of it, will appear three times in your feasibility report

1. Of course in Macro Market

2. In Highlights

3. In the Calibrator model in Strategy

WISPA: Please complete WISPA and combining Words, Industry, and Area, combine them into sentences you wish answered. Finally complete DENTS, and search answers to the sentences in the databases, newspapers, text books, and specialist journals etc for info about the sentences. WISPA, DENTS, CM Morrison 2017

W	Words, i.e. keywords, of opportunity x 10?	1). Growth	2).	3).	4).	5).
		6).	7).	8).	9).	10).
I	Industry of biz?	Sector?		Sub sectors?
		i)	ii)	a)	b)	c)
S	Search, i.e. (2MR) sentences combining Words Industry & Area	What is the growth of the british economy, the industry of my biz and its subsector in London UK?	2).	3).	4).	5).
P	Publications i.e. DENTS, from which you will find out about the Subjects?	Databases?	Experts?	Newspapers?	Text books	Specialist journals?
		a) Mintel	a) We will discuss experts in the next assignment	a)	a)	a)
		b)	b)	b)	b)	b)
		c)	c)	c)	c)	c)
A	Area, i.e. location of biz?	Country?	City?	District?	Postcode?
		?	?	?	?

DENTS

P	Publications i.e. DENTS, from which you will find out about the Subjects?	Databases?	Experts?	Newspapers?	Text books	Specialist journals?
		a) Mintel	a) We will discuss experts in the next assignment	a)	a)	a)
		b)	b)	b)	b)	b)
		c)	c)	c)	c)	c)

ROAR:

· Do over 30 pieces of research and write a whole sentence to summarise the research in column (2), e.g. Foreign Direct Investment (FDI) into the UK has reduced 7% since 2016

· Record the source in column (3), e.g. Financial Times 22/05/2018

· Only when you have done all your research, complete columns (4) and (5)

· Add some useful comments for each point, e.g. this point is very important because it is very important to my business, or this point is not very important compared to……

CM Morrison 2016-2018 (previously known as CRACK and CRAC)

#	Research/Answer/Driver (2)	Source/ref (3)	+/- (4)	P(5)	E	S	T	Comments (6)
1
2
3
4
5
6
7
8
9
20
1
2
3
4
5
6
7
8
9
30
1
2
3
4
5
6
7
8
9
40

PosiNeg (Morrison CM 2018)

Using ROAR (Morrison CM 2018), please complete PosiNeg. Your conclusions from PosiNeg will determine your Market Attractiveness statement

	Is it a good time to start your biz:	Total plus	Total minus	Summary of all the research for each part of PEST	Is the conclusion good	Is the conclusion bad
P	Politically?	?	?	?	?	?
E	Economically?	?	?	?	?	?
S	Socially?	?	?	?	?	?
T	Technologically?	?	?	?	?	?

Statement of market attractiveness

Using the above PEST summary, state, is this an attractive market

The statement, or a suggestion of it, will appear three times in your feasibility report

4. Of course in Macro Market

5. In Highlights

6. In the Calibrator model in Strategy