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  • PEST analysis PEST analysis describes a framework of macro-environmental

  • factors used in the environmental scanning component of strategic management. Some analysts

  • added Legal and rearranged the mnemonic to SLEPT; inserting Environmental factors expanded

  • it to PESTEL or PESTLE, which is popular in the United Kingdom. The model has recently

  • been further extended to STEEPLE and STEEPLED, adding Ethics and Demographic factors. It

  • is a part of the external analysis when conducting a strategic analysis or doing market research,

  • and gives an overview of the different macroenvironmental factors that the company has to take into

  • consideration. It is a useful strategic tool for understanding market growth or decline,

  • business position, potential and direction for operations. The growing importance of

  • environmental or ecological factors in the first decade of the 21st century have given

  • rise to green business and encouraged widespread use of an updated version of the PEST framework.

  • STEER analysis systematically considers Socio-cultural, Technological, Economic, Ecological, and Regulatory

  • factors. Composition

  • The basic PEST analysis includes four factors: Political factors are basically to what degree

  • the government intervenes in the economy. Specifically, political factors include areas

  • such as tax policy, labor law, environmental law, trade restrictions, tariffs, and political

  • stability. Political factors may also include goods and services which the government wants

  • to provide or be provided (merit goods) and those that the government does not want to

  • be provided (demerit goods or merit bads). Furthermore, governments have great influence

  • on the health, education, and infrastructure of a nation.

  • Economic factors include economic growth, interest rates, exchange rates and the inflation

  • rate. These factors have major impacts on how businesses operate and make decisions.

  • For example, interest rates affect a firm's cost of capital and therefore to what extent

  • a business grows and expands. Exchange rates affect the costs of exporting goods and the

  • supply and price of imported goods in an economy. Social factors include the cultural aspects

  • and include health consciousness, population growth rate, age distribution, career attitudes

  • and emphasis on safety. Trends in social factors affect the demand for a company's products

  • and how that company operates. For example, an aging population may imply a smaller and

  • less-willing workforce (thus increasing the cost of labor). Furthermore, companies may

  • change various management strategies to adapt to these social trends (such as recruiting

  • older workers). Technological factors include technological

  • aspects such as R&D activity, automation, technology incentives and the rate of technological

  • change. They can determine barriers to entry, minimum efficient production level and influence

  • outsourcing decisions. Furthermore, technological shifts can affect costs, quality, and lead

  • to innovation. Expanding the analysis to PESTLE or PESTEL

  • adds: Legal factors include discrimination law,

  • consumer law, antitrust law, employment law, and health and safety law. These factors can

  • affect how a company operates, its costs, and the demand for its products.

  • Environmental factors include ecological and environmental aspects such as weather, climate,

  • and climate change, which may especially affect industries such as tourism, farming, and insurance.

  • Furthermore, growing awareness of the potential impacts of climate change is affecting how

  • companies operate and the products they offer, both creating new markets and diminishing

  • or destroying existing ones. Other factors for the various offshoots include:

  • Demographic factors include gender, age, ethnicity, knowledge of languages, disabilities, mobility,

  • home ownership, employment status, religious belief or practice, culture and tradition,

  • living standards and income level. Regulatory factors include acts of parliament

  • and associated regulations, international and national standards, local government by-laws,

  • and mechanisms to monitor and ensure compliance with these.

  • Applicability of the factors The model's factors will vary in importance

  • to a given company based on its industry and the goods it produces. For example, consumer

  • and B2B companies tend to be more affected by the social factors, while a global defense

  • contractor would tend to be more affected by political factors. Additionally, factors

  • that are more likely to change in the future or more relevant to a given company will carry

  • greater importance. For example, a company which has borrowed heavily will need to focus

  • more on the economic factors (especially interest rates).

  • Furthermore, conglomerate companies who produce a wide range of products (such as Sony, Disney,

  • or BP) may find it more useful to analyze one department of its company at a time with

  • the PESTEL model, thus focusing on the specific factors relevant to that one department. A

  • company may also wish to divide factors into geographical relevance, such as local, national,

  • and global Use of PEST analysis with other models

  • The PEST factors, combined with external micro-environmental factors and internal drivers, can be classified

  • as opportunities and threats in a SWOT analysis.

PEST analysis PEST analysis describes a framework of macro-environmental

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PEST分析 (PEST analysis)

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    monnie に公開 2021 年 01 月 14 日
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