question is: Use contemporary examples to demonstrate both the positive and negative influence the macro environment has on business operations.

Vocational scenario In your role as Junior Insights Strategist, you have completed the industry insight analysis and your line manager has now given you another project. This is to complete research into the external and internal business environment. The sports company is looking to expand their distribution channels to include both e-commerce players (for example Google shopping) and physical retailers (for example JD Sports). To enable the company to make any strategic decisions, they need you to present a business case to the leadership team. *As selected for Assignment 1 to meet local needs. Assignment activity and guidance Completion of the project will involve a PESTLE analysis to research the sports retail market, develop insights and predict future growth potential in new markets. The project will also involve a SWOT analysis to determine the company position in the marketplace and the potential opportunities for distribution expansion while minimising risks and threats. Your presentation will include the findings from an external and an internal audit: a PESTLE analysis to identify positive and negative impacts of external factors and influences on the sports retail market, including a traffic light chart' evaluating level of competition, funding activity, legal complexity and investment opportunity available a SWOT analysis to explore and explain the organisation's internal strengths and weaknesses as a company critical analysis of both the external and internal factors, to determine whether the organisation should proceed with their expansion plans, presented as conclusions and recommendations