PESTEL Markedsanalyse
PESTEL analyse Markedsanalyse
Aims Prepare a PESTEL analysis for a given situation and use it to analyse the impact of the external environment on a firm. Evaluate the impact on a firm’s objectives and strategy of a change in any of the PEST/PESTEL factors.
What is it? It’s a way of working out what is going on ‘out there’ so you can then respond to it.
POLITICAL Environmental protection/legislation Consumer protection Government’s attitude Competition regulation Advertising standards
Economic Economic growth Taxation international trade Exchange Rate Employment law Health and Safety law Inflation Consumer confidence Minimum wage
Social Income distribution Demographics Labour & Social mobility Lifestyle changes Attitudes to work and leisure Education Fashion and Fads Health & Welfare Living conditions
Technological Changes in physical sciences Internet Energy use and costs Rates of technological obsolescence New discoveries Govt and Industry focus on tech Govt spending on research
Legal Employment law Health and Safety Taxation both corporate and consumer Other regulations International trade barriers Strength of the rule of law
Environmental How people’s perception and reaction to environmental issues can affect a business.
Tip Remember it is not enough to identify the factor, you must say why it is where it is.
PESTEL Models
PESTEL Models
PESTEL Models
Exercise In pairs you will make a PESTEL to on your campaign.
Task The first job is to research some issues and background about the campaign This will require a bit of thought and subtlety on your part. Go beyond the obvious!
Task Brainstorm the PESTEL with the group. Work out how you are going to present this information in the report. Remember it is not enough to identify the factor, you must say why it is where it is.
Task Write a short piece explaining how the firm should exploit/avoid some of the issues you have identified and include it in the report.