DHL Macro Environment Paper

You will be required to undertake an individual written paper related to a particular organisation of your choice. The overall aim is to evaluate ways in which changes within this organisation’s MACRO environment might impact upon its marketing strategies and activities.

You will be assessed on your ability to:

Within a scenario of a potential change in any of the MACRO environment forces of your chosen organisation:

A) Critically evaluate the company’s strategies for sustainable competitive advantage, segmentation (including targeting and positioning) and branding

B) Identify and critically assess two opportunities for growth within the organisation’s MACRO environments

C) Make clear links to the marketing theory that underpins your work

D) Write a logical, well-presented and accurately referenced piece of work

The length of the report will be 2500 words +/- 10%. The word count limit is there to test your skills of conciseness and focus – keep your work relevant to the subject matter.

Key sections with suggestions as to word count



Word Count



Brief summary statement of the change in any of the MACRO environment forces of your chosen organisation.




Potential impact on marketing strategies under the following headings:

  • Competitive advantage
  • Segmentation, targeting and positioning
  • Branding
  • 1700



    Identify 2 specific growth opportunities in the company’s macro environments and set out what the company should do to take advantage of these




    Bibliography (not included in the word count)


    Report Specifications

    Your report should be a maximum of 2500 words (+/- 10%) excluding title page, references, and appendices. Sticking to a strict word limit is difficult and an important skill for you to acquire, so make sure that you write in a concise and focused manner. It should be typed font size 12 and 1.5 line spacing and must be presented in portrait format, not landscape. This report is worth 45% of your total grade for this module.

    An essential feature of the report is to illustrate how theoretical constructs or models can be critically analysed and applied to organisations in practice. You are therefore advised to read widely. In fact, unless you have read and referenced at least 10 discrete references, it is unlikely that you have done sufficient reading (you need to go beyond this to achieve higher marks). Beware of sources from the Internet (no Wikipedia or business balls): apart from reputable and academic references that can be downloaded through the Internet (commonly via the library catalogue); most Internet references are not considered reliable for an academic piece of work. Academic journals generally offer a better source than textbooks.

    You must use the APA 6th Referencing system.

    Introduce the company briefly while focusing on the macro forces.While analysing the macro forces, ensure also to use a theory.Presenting a clear demonstration of the competitive advantages of the organisation and the concept of segmentation, targeting and positioning is important. Each macro environment forces should have a marketing theory

    Other relevant journal articles can be cited that are not necessarily on marketing.Journal articles that discuss for example unemployment or GDP will be the ones to cite. Tables are allowed in the appendix.

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