Purpose of the Assessment This assignment has been designed to allow students the opportunity to explore the underlying importance and application of marketing concepts to benefit a given organisation. Assessment Task Chick-fil-A (www.chick-fil-a.com) an American family oriented fast food chain is considering coming to your country and setting up business. You have been engaged as a management consultant to help advise on this strategic move. As part of your work you are to undertake an analysis of the “external environment” of your country with regards to Chick-fil-A. This sort of advice, based on a PESTEL analysis, will be an important contributor in the decision whether to enter your market, or not. Your task within this assignment is to undertake an analysis of any THREE (and only three) components of PESTEL. It is your choice which three elements you investigate. By reference to academic literature and secondary data sources review PESTEL as a strategic marketing tool and analyse and evaluate the three components, making management recommendations to support Chick-fil-A’s decision. You MUST NOT contact the company or its employees or agents at all. You are required to produce a business report that demonstrates your understanding of key aspects of PESTEL analysis. The report should be of relevance to the organisation and be of interest to the Managing Director (or equivalent). The report should be addressed to an interested management readership. It should have: • a sound theoretical and conceptual perspective, containing evidence of critical debate with reference to appropriate academic literature. • an effective practical foundation, which makes management recommendations. You will need to provide a one-page review of Chick-fil-A the company (not included in the word count). Presentation of PESTEL data in Tables WILL count within the word count. Assignment structure :- 1) Executive Summery : (100 Words) 2) Chick-fil-A Overview :- (100 words) 3) Literature Review :- ( 800 words ) - Introduction about PESLET analysis - PESTEL as strategic marketing tools - The importance of PESTEL analysis - Strength and weaknesses of PESTEL analysis ( you can use table to show the S and W ) This section should be critically discussed and illustrated by showing multiple agreed and/or contradiction reviews about PESTEL for example :- Both x and y argue that ….. unlike z who ………. 4) Implementation of PESTEL Analysis for United Arab of Emirates ( UAE ) :- ( 800 words ) * choose only 3 PESTEL Factors only :- ( should be linked to Literature review ) Political , Economic , Social , Technological , Legal , Environmental You can use the government website of UAE to collect the needed data . This section should be linked with literature review . 5) Conclusion (100 words ) 6) Management Recommendation (100 words ) 7) References Up to 20 References , from a well known and academic papers and sites such as Emerald insight , Routledge , IJMR , Journals Business Magazines , Books , internet sites . The References to be downloaded from internet to be reviewed and discussed accordingly Using Tables and Pictures will enhance your mark .