1. PESTEL
Markedsanalyse

2. PESTEL analyse
Markedsanalyse

3. 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.

4. What is it?
It’s a way of working out what is going on ‘out there’ so you can then respond to it.

5. POLITICAL Environmental protection/legislation Consumer protection
Government’s attitude
Competition regulation
Advertising standards

6. Economic Economic growth Taxation international trade Exchange Rate
Employment law
Health and Safety law
Inflation
Consumer confidence
Minimum wage

7. Social Income distribution Demographics Labour & Social mobility
Lifestyle changes
Attitudes to work and leisure
Education
Fashion and Fads
Health & Welfare
Living conditions

8. 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

9. Legal Employment law Health and Safety
Taxation both corporate and consumer
Other regulations
International trade barriers
Strength of the rule of law

10. Environmental
How people’s perception and reaction to environmental issues can affect a business.

11. Tip
Remember it is not enough to identify the factor, you must say why it is where it is.

12. PESTEL Models

13. PESTEL Models

14. PESTEL Models

15. Exercise
In pairs you will make a PESTEL to on your campaign.

16. 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!

17. 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.

18. 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.