• In order to identify which city is the most potentially attractive destination for the launch of the SEAT ‘Minimό’, you are required to undertake a comparative analysis of what you believe to be the most relevant city-level urban mobility and wider macro-environmental factors of Manchester and Melbourne.
• Worth 40% of the overall mark
• Not included in the word count
• Task 1 must be presented in table format and must be no more than 8 pages in length.
• Wider macro-environmental data should be recent, primarily quantitative and obtained from appropriate sources (e.g. the most recently published World Economic Forum’s Global Competitiveness report).
• City-level urban mobility data should be recent, primarily quantitative and obtained from appropriate sources (e.g. the 2020 Deloitte City Mobility Index, which assesses the health of cities’ mobility networks and their readiness to embrace the future of mobility in the coming decades).
• A scoring system should be used for each city-level / wider macro-environmental factor for each city to show whether each factor is more or less attractive for the company. These scores should then be totalled for each city in order to arrive at a score of overall attractiveness for each city.
• Having identified the most attractive city for the product launch of the SEAT ‘Minimό’, provide an evaluation of the city-level / wider macro-environmental factors for your city that you believe to be of most relevance to SEAT – whether in terms of opportunities or threats.
• Worth 60% of the overall mark
• 2000 words
• You must explicitly discuss the implications of these key city-level / wider macro-environmental factors for SEAT.
• No reference is to be made to the city that you found to be least attractive in Task 1.
GENERAL ADVICE FOR ASSIGNMENT 1
• You must structure your report in the same order as the assignment tasks set out in the Assignment Brief.
• Use a subheading for each task
• Word count excludes cover page, contents page, short introduction, references, tables, diagrams, appendices.
• Short introduction – simply explain what the report sets out to do (not included in word count)
• Abstracts / executive summaries are not required and will not be marked if included.
• NB using tables and diagrams is a useful way to summarise the findings of an analysis; this will then enable you to use the wordcount to discuss the key points identified in your analysis in relation to the task at hand.
The following slides are accompanied by a separate guidance document (Assignment 1 – Task 1 Guidance Notes) in the Assignment 1 folder on Blackboard for your reference in completing Task 1 – it is essential that you read this document and keep it to hand as a point of reference when undertaking Task 1.
A template for the tables for Task 1 is also available for you on Blackboard.
Remember – useful links for data collection can be found in the Assignment 1 Brief.
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