pestle analysis example essay

Guide on How to Write PESTLE Analysis

Nowadays, almost every company can operate in any country, thanks to internationalization and globalization. However, there are certain conditions to consider before opening a branch in a new place. You may have heard few variations of analysis' name: PESTEL, PESTLE and PEST. PESTEL or PESTLE is the same, and this analysis concerns political, economic, social, technological, legal and environmental aspects. A PEST analysis covers all the factors mentioned above, apart from legal and environmental aspects. This article from EssayPro contains an extensive guide on the PESTLE analysis, which is fundamental for understanding the possibilities for entrepreneurship in a country.

Whenever you carry out the PESTLE analysis for business, you automatically get acquainted with the chosen place's peculiarities. If top managers research beforehand, they might face severe consequences like low profits or even the inability to work under certain circumstances.

What Is PESTEL

Everybody would probably agree that interest rates or health and safety laws affect business regardless of its field and other specific characteristics. Also, political instability can cancel out a country's positive aspects of high technological awareness. Moreover, inflation rates and buying trends determine the decisions of a business owner who does strategic planning.

All of the factors mentioned above are a drop in the business environment. To avoid chaos, scientists systematized the determinants of the climate where a business operates. Hence, every PESTLE analysis example becomes a detailed critical analysis of the company’s surroundings that affect its performance.

What Are the Components of the PEST

The more concise version of PESTLE (PESTEL) analysis is PEST. Although it covers fewer internal and external factors, it still gives factual information about the following determinants:

• Political factors

Indeed, political factors are one of the first to consider when entering a new market. If a country can boast its political stability, it instantly becomes attractive to numerous investors worldwide. An entrepreneur wants to be sure that the current government is interested in creating a safe environment for foreigners.

• Economic factors

The second influential segment includes economic factors. Everything from interest rates and exchange rates to the percentage of annual economic growth and trade tariffs has an impact. So, naturally, economic instability scares away potential investors.

• Social factors

Next, a company’s management assesses social factors. Here, aspects like population growth rate, health consciousness, or age distribution determine the appeal of the business environment. The enterprise needs lots of skilled workers and potential buyers to operate successfully.

• Technological factors

Why do technological factors matter for businesses? Let’s say that a company originates from a country where many new technologies, like artificial intelligence, are usual. Adjusting to the new environment could be complicated if the firm chooses a place with fewer technology incentives.

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What Is PESTLE Analysis Used For

PESTLE analysis helps calculate possible risks and profits. First, political factors determine whether the country is open to new ventures. Second, economic factors show how prosperous the place is. Third, the category of social factors reflects the demand for a product or service. Finally, the level of technology and legal factors demonstrate how climate change or global warming might affect your business decisions.

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PEST Analysis Examples

Are you looking for a sample paper on PESTLE factors? Here, you can find a suitable PESTLE analysis template highlighting a business's economic, social, technological, legal, and other factors. Generally, a high-quality PESTLE analysis example includes consumer protection laws, employment laws, or corporate social responsibility. In the current economy, strategic thinking is a good competitive advantage for every specific business. Indeed, all PESTLE components help better understand buying habits, trade restrictions, technological change, etc.

PESTLE Analysis of Apple

Strategic decision-making for a technological giant must include examining political, economic, social, and technological factors. Undeniably, the PESTLE analysis of Apple helps to build a proper business plan for operating in other countries like China.

Political stability is one of the essential components of the external environment. While Apple has zero issues with safety regulations or fiscal policies, it may suffer from international conflicts. The trade war between China and USA perfectly illustrates how governments affect companies’ performance. First, China's decreasing scale of cheap manufacturing leads to higher production costs. Also, both countries raise import taxes, that increase the product cost.

Since Apple products are on the pricey side, determinants like economic growth and purchasing power are important for successful ventures in foreign countries. Nowadays, Asian countries like China demonstrate stable growth of gross domestic product and increasing buying power of their citizens. Consequently, opening new branches in prosperous places might increase profits.

Another component of PESTLE analysis for business are social specifics of the target country. For instance, in places like China, population growth rates exceed expectations. Therefore the enterprise gets enough workers and consumers. Moreover, Apple’s marketing efforts make people perceive their products as luxury. So, the buyers’ desire to show high status can boost the demand among the Asian population. However, the US trade war with China may also negatively affect Apple sales.

The next segment of the PESTLE model covers technological advancements. For Apple, external factors like the level of technological development are critical. Companies like Samsung, Xiaomi, and Lenovo fight for bigger market shares by implementing innovations. At the same time, Apple barely comes up with anything revolutionary in their gadgets, so their target audience often chooses other brands.

• Legal factors

The legal macro environment often includes safety laws or patent laws and other legislation regarding any business activity. Apple has a strong brand, so to maintain a good public image, this company avoids getting into law scandals. Still, this business takes risks by working with music and software that has copyright and patent protection. In case of a lawsuit, the loyalty of Apple customers may suffer drastically.

• Environmental factors

The final segment of the PESTLE analysis studies environmental issues like climate change or environmental regulations. For instance, Apple can generally withstand global warming or other weather changes by placing its factories in safe areas. However, the strict environmental policy of countries like China makes Apple make environmentally friendly choices in its production processes, like ditching lithium batteries. This way, the brand can maintain an even better reputation in the target country.

Overall, the PESTLE analysis has shown the aspects of the macro environment that affect Apple’s performance abroad. In addition, the examination has demonstrated both drawbacks and advantages of the company’s policy. Although Apple has to adjust to the changing environment to stay relevant, it still has multiple strong sides.

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McDonalds PESTLE Analysis

Whenever prominent corporations want to operate in a wider business environment, they study the economic, technological, legal, and environmental state. In other words, a company wants to know what to expect in a new market. The information about  these determinants and even more is available in the Mcdonalds PESTLE analysis:

Since Mcdonald's is the largest and most famous fast food company, most of its concerns connect to food safety. Many countries have stricter safety standards than the US, Mcdonald's place of origin. For this reason, the corporation has to align with the local legislation or avoid opening branches where losses can exceed profits. More risky regions in terms of policy would be Middle Eastern or Asian countries.

If we talk about the economy as the next criterion of the external environment, the circumstances differ from country to country. As an illustration, the recently slowing economic growth in Eastern Europe is a drawback for the local Mcdonald's restaurants. On the contrary, the steady growth of the economy in Western Europe and developing countries is a good sign. Nonetheless, employees rarely use Mcdonald's to satisfy their career attitudes. Therefore, a high employee turnover rate causes losses for the company.

Mcdonald's views cultural preferences as a crucial social factor, so the chain adapts to people’s tastes in different regions. An example of such adaptation is the famous Japanese menu with lots of rice and fish. Likewise, the Indian Mcdonald's branch caters to the mostly vegetarian tastes of citizens, and so on. However, the trend for a healthy lifestyle and weight loss might threaten the company, so it needs to change its strategy.

In recent years, Mcdonald's has tried to keep up with worldwide technology trends. This strategy helps the fast food corporation to boost demand in all countries. One of the greatest high-tech implementations was the sensory screens for ordering food. This decision allowed to attract more customers who wanted more menu positions. In the pandemic period, contactless restaurant options became even more topical. Further automatization would be a winning strategy for Mcdonald's.

One of the biggest legal issues for Mcdonald's branches worldwide would be changing employment laws, especially the increase of minimum wages. In this case, changes are inevitable, so the management should think of redistributing the profits correctly. Next, it’s the company’s priority to follow the changes in laws of every country. Sometimes, governments ban certain ingredients or toys from Happy Meals.

Regarding the ecology, the management of Mcdonald's actively shows their awareness of environmental issues. Becoming more environmentally friendly is the company’s objective. For instance, Mcdonald's tries to switch to only recyclable packaging to decrease pollution. Also, the local restaurants in many regions prefer to use energy-efficient technologies. Yet, there is an even worse ecology issue, global warming. The changing weather conditions might lead to a shortage of food and disruption of supply chains.

The detailed PESTLE analysis for business helps its top managers make proper decisions on both new and usual markets. Foreseeing the dangers and opportunities is essential for a company’s success.

Coca Cola PESTLE Analysis

Managers interested in discovering new markets have to employ PESTLE analysis for business. As an illustration, Coca Cola PESTLE analysis examines political, economic, social, technological, legal, and environmental conditions. 

Like any other food or beverage company, Coca-Cola works under country legislation, specifically consumer protection laws, copyright laws, etc. Governments naturally aim to prevent any harmful products from entering the market. Luckily for Coca-Cola, most countries allow their drinks on the shelves of their shops. But, there are circumstances like sanctions, which make trade and investment impossible in certain regions. For Coca-Cola, such restricted areas are Cuba, North Korea, and Russia.

Indeed, the Coca-Cola brand is the first that comes to mind when you think of sweet beverages. This fact is hardly surprising since the company owns half the market share, leaving only fifty percent for all its competitors. Overall, the demand for this drink is steady in most countries, yet some trends can change the situation. As everybody knows, Coca-Cola drink is far from healthy. Consequently, people who shift to a more nutritious low-sugar diet might stop buying the beverage, causing lower profits.

Because Coca-Cola operates in so many countries, it has to adjust its marketing strategy to the socio-cultural aspects of every nation. But, by far, its attempts were successful and led to the popularization of the brand worldwide. One of the examples is the creation of unusual tastes in certain countries. Japanese consumers, for instance, highly appreciate the green tea taste and lemon Coke. Besides, Coca-Cola sold bottles with names, and people liked them. So, naturally, sales went up in all regions.

A beverage giant like Coca-Cola manages to draw people's attention from all age categories, but it mostly caters to the younger generation. So how does this brand attract more consumers in such a competitive market? Coca Cola uses modern technologies to its advantage. Besides working on the drink, the company heavily invests in social media marketing. The hashtags and online games aim to gain more buyers who want to be cool and trendy.

The Coca-Cola Company is famous for the secret formula of its drink. The brand has zero problems with patents or copyright, but the issues emerge from the other side. Coca-Cola is unfortunately notorious for mistreating its workers, who even protested against its unfair policy. What is more, there were even rumors about racial discrimination. So, the company has to work in this direction to clear its image.

As the biggest soft drinks producer in the world, Coca-Cola faces several accusations from eco-activists. Water shortage is the first problem that arises in places where the company places its factories. Statistically, Coca-Cola is the largest consumer of fresh water, so it drains its supplies everywhere. The issue is especially severe in countries that suffer from droughts, like India. Another problem to work on is plastic pollution due to piles of Coca-Cola bottles. Recyclable materials would be an awesome alternative.

PESTLE analysis for a business like Coca-Cola builds the most efficient strategy. Proper steps help to avoid pitfalls and secure market position.

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PESTLE Analysis for Amazon

Luckily for people who love to shop comfortably, services like Amazon exist to meet their needs. This global leader in e-commerce gains customers’ trust thanks to its smart tactical and strategic plans. The management uses PESTLE analysis for Amazon, which shows the company’s strong and weak sides:

Paving the way into multiple countries' markets means dealing with the local political environment. On the one hand, Amazon thrives in developed regions that can boast political stability. However, on the other hand, unpredictable environments like Eastern Europe or the Middle East threaten the company’s activity. Furthermore, rising foreign trade taxes may affect Amazon, like the cybersecurity failure.

Sometimes, high prices for the products, together with increasing shipping costs, scare away company clients. This issue is topical for Amazon, especially in developing countries. However, automatizing the processes can help this company save costs and set lower prices. A more influential factor for Amazon is competition with Aliexpress or Walmart. They have the potential to take over the market in Asian countries and the USA correspondingly.

Depending on the average income, Amazon sales might differ from country to country. More developed countries generally have a bigger percentage of citizens who use e-commerce. Furthermore, online shopping has become a large cultural phenomenon since the beginning of lockdowns. As a result, people got used to receiving their packages without going outside, which positively affected Amazon’s revenues. At the same time, too many company employees are losing their jobs because of automatization, which is a negative factor.

Technology and innovations are sure something that Amazon implements where it is possible. Since delivery is the company’s main service, the management attempts to make the process more efficient. Everything here revolves around creativity. Customers from developed regions can even receive groceries through drones. Another improvement is the possibility to talk to customer service through live chats or e-mails. Overall, Amazon constantly invests in its R&D department.

Legal matters are one of the most complicated, as every country has different requirements for foreign business activity. Amazon strictly follows consumer and employment laws to avoid tarnishing its reputation and bearing losses. Still, there are controversial situations where this business has to change its strategy. First, the counterfeit accusations can obstruct Amazon’s activity. Selling fake goods is legally punishable in most countries. Also, governments might suspect that Amazon collects consumer data underhandedly.

The examination of Amazon’s ecological strategy proves that this business cares about its effect on the environment. Even though e-commerce produces fewer emissions than shopping in brick-and-mortar shops, the change is still necessary. To become more environmentally friendly, Amazon encourages its clients to choose longer delivery options since quick shipment is bad for the ecology. Such initiatives improve the brand image and strengthen customer loyalty.

Altogether Amazons PESTLE analysis digs out the needed information about the company's activity. The final objective is to assess the effect of the environment on this brand and to find the best solutions for arising issues.

How do PESTLE Factors Affect a Business

Indeed, the lack of market research usually backfires with the sudden obstacles in the company’s way. Our papers writing service recommends using PESTLE analysis for businesses to make efficient decisions. Originally, every PESTLE analysis template contained several factors influencing companies worldwide. Like so, political circumstances might encourage or prohibit a firm from working in a country by enforcing the law, which is another category.

Next, economic strength impacts the demand for products and prices for raw materials. On top of that, socio-cultural specifics determine whether the s and services can be popular. Another subject of analysis is the level of technology, which should be enough for an innovative enterprise. Finally, the state of local ecology affects foreign business too. The company must be responsible for any potential harm to nature.

SWOT and PESTLE: Difference

You could have heard of two equally popular abbreviations, SWOT and PESTLE. In a nutshell, both of them relate to business and marketing. At first, these frameworks might seem a bit similar, but they do differ. For instance, if you look at the PESTLE analysis definition, you can see that it covers only the macro environment where a business operates. At the same time, SWOT examines internal factors like strengths and weaknesses and external determinants like opportunities and threats.

How does our research paper writing services compare the two methods? The thing is, both of them are essential. It is worth mentioning that SWOT analysis suits new brands and products more, while PESTLE analysis works better for expanding businesses.

Why Is PEST Analysis Useful for Business

Granted that company owners think of expansion, they have to consider everything. In such situations, PESTLE analysis for business is an awesome way to study unknown markets. The framework covers every detail that can potentially boost or disrupt business activity. On the contrary, superficial analysis is ineffective as it often misses economic, cultural, or legal specifics. Moreover, changes can happen overnight, so PESTLE analysis should be recurring.

A key goal of the market examination is minimizing dangers for a company. Analyzing the current situation in a country, along with its previous experiences, gives a hint of future events. However, certain circumstances, like natural disasters or international conflicts, are impossible to predict. That is why management should have a backup plan just in case.

In conclusion, any PESTLE analysis template gives companies recommendations regarding their foreign strategy. Furthermore, the study is thorough, so you can find an essay to buy at our service that always finishes work on time. Finally, preparation gives a clear view of the best direction for a company in a world of endless possibilities.

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PESTLE Analysis Examples

Before We See PESTLE Analysis Examples, Let’s Recap on the Basics.

A PESTLE analysis looks at the macro trends in the surrounding environment of a certain business or organization. It examines the political, economic, social, technological, legal, and environmental elements of the operating market that may have either positive or negative effects on your company or organization.

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A PESTLE analysis is often used as an extension of a SWOT analysis . Remember that the external matrix of the SWOT evaluates and creates awareness about the opportunities an organization should take advantage of, as well as the threats it should avoid. This external analysis is part of evaluating your organization’s strategic position within its market, industry, and larger operating environment.

Here, we will take a deep dive to examine what you should feature in your own PESTLE analysis. We’ll examine some PESTLE analysis examples from some of the most successful companies of our time.

Definitions and General PESTLE Analysis Examples:

A PESTLE analysis will look different for each industry, and it must be approached differently as well. Consider your organization’s unique position, market, and needs when conducting a PESTLE analysis.

It is easiest to begin with a SWOT analysis and then use your PESTLE as a companion piece to dig deeper into the external megatrends—both threats and opportunities—that the market and operating environment will present to your organization.

From our PESTLE analysis examples, here are some factors you may consider using:

Examples of Political Forces

These are the external forces affecting your organization that are brought on by government. They may include laws, policies, regulation or de-regulation trends, governing bodies and leadership, foreign trade and foreign relations, political issues and trends, tax policy—any political factors that could influence your organization’s opportunities or threats.

Examples of political forces include:

• Changes in government/election cycles: Will the possibility of shifting party majorities in upcoming or recent elections affect regulation or de-regulation in your industry or a related industry? Does this create a threat or an opportunity?
• Fiscal policies: How might changes in tax codes affect your budget and profits? How can you prepare for this?
• Wars and conflicts: What recent or current conflicts might affect foreign relations and/or trade in your industry? What can you do to create stability?
• Legislation changes: Is there legislation (proposed or passed) that would substantially affect your operations or your customers?
• Trade agreements: Do you see any upcoming opportunities in the form of new foreign markets? Or conversely, do you see any threats to your foreign markets?
• Political movements: What issues are becoming increasingly important to the people in your target audience? How does this affect their relationship with your brand?

Examples of Economic Forces

The economic environment you operate in includes several factors to consider, such as general economic climate, taxation, and globalization. Inflation rates, shifts in consumer spending, supply chain issues, demand curves, and global economic health may all be a part of your economic analysis.

Examples of economic forces include:

• Employment rates and compensation: Do you have a ready labor market, or are good team members hard to come by? Which direction is the trend heading? What do you need to consider in terms of compensation to bring on and keep talent in your industry?
• Inflation: How is inflation affecting the price of your materials? How is it affecting your customers and their spending?
• Currency devaluations: How is your currency—and the currency of your customer base—performing? How might this affect your costs and revenue?
• Stock market and market values: What recent or predicted trends in the stock market do you see impacting your industry and your organization?

Examples of Social Forces

Social forces focus on the opinions and attitudes of consumers that relate to your product, as well as the changing population and demographics of your operating market. Your analysis might consider social justice movements and other trends, both in your immediate environment and in the broader environment your customers are coming from.

Examples of social forces include:

• Demographic changes: What are the ages, experiences and backgrounds, and racial and gender identities of your customer base? Have any of these shifted or are they projected to shift? If so, how and why? What do you need to do to accommodate customers coming in?
• Religious beliefs: Are there religious or spiritual beliefs that intersect with your organization or your product? How can you be sensitive to those?
• Consumer opinions: How do consumers feel about your product (or products like yours)? Are there positive or negative changes in this general sentiment?
• Purchasing patterns: Due to economic or other factors, are your customers spending less in your market? More?
• Popular media: What current events, celebrity opinions, or other media influences will your consumers be tuned into? Are there any that might affect thoughts, ideas, and feelings about your organization, product, or brand?

Examples of Technological Forces

This focus area considers how technological forces may be impacting your organization. Changes in technology can affect your positioning as an organization. Some recent examples are the rise of cryptocurrency, the emergence of work-from-home technology, AI developments, and even concerns over cyber security.

Examples of technological forces include:

• Increased emergence of AI: What capabilities do you see as opportunities for your organization?
• Energy usage: What new technologies would allow you to save on energy costs (both to your organization and to the environment)?
• Cloud software: What developments have been made to cloud storage to make it more effective, and are you taking advantage of those developments? Conversely, are there security threats to be aware of in this software for your organization’s data?
• Internet: What improvements are available to maximize speed and reliability for the online work of your team?
• Technology usage incentives: Are there incentives available to encourage certain technology use?
• New machinery or tech: Are there emerging industry-specific technologies or equipment that would improve the quality, cost, or efficiency of your organization’s work?

Examples of Legal Forces

While similar to the political aspects, the legal elements in your PESTLE analysis examine the practical application of those political factors into rules and regulations that impact your organization’s business or customers. Depending on your business, you may need to consider local and state laws as well as federal laws.

Examples of legal forces include:

• Patent and intellectual rights laws: How might developments or decisions in intellectual property law affect you and/or your competitors?
• Protection laws: Are there consumer protection laws that would affect the way you interact with and do business with your customers?
• Occupational safety laws: What occupational safety laws do you need to be aware of to conduct business in a way that protects both your employees and your organization?
• Import and export laws: What legal parameters are there for ordering goods from other countries, as well as for selling your product in other countries?
• Licenses: What licenses do you, your employees, and your organization need in order to fill the roles that are needed?

Examples of Environmental Forces

Environmental factors are affected by weather, geography, climate change, and health crises. In addition to the public health crisis caused by the pandemic, the world has also been impacted by wildfires and other natural disasters across the globe. As an organization, you ought to consider the short-term and long-term impacts of these accelerating changes.

Examples of environmental forces include:

• Climate change: How might short- and long-term effects of climate change, including rising sea levels and increasing frequency of extreme weather, impact your organization and customers?
• Consumption of non-renewable resources: What necessary resources could become limited or depleted in the future that would impair your business?
• Energy alternatives:
• Gas emissions: How does your organization contribute to, and how is it affected by, gas emissions? What steps could be taken to reduce emissions and to prepare against the effect of emissions?
• Natural disasters: What natural disasters pose a threat in your area, or in the areas where many of your customers are located? How can you be prepared for these threats?
• Environmental hazards: What other hazards in your environment could prove threatening to your organization?

*Bonus: Ethical Factors to Consider

Over the last few years, business and marketing strategy experts have added a third ‘E’ to the PESTLE analysis – the ethical factor . This can include things such as fair-trade practices, child labor issues, increasing demand for conscious business models, and corporate social responsibility. As these issues come to your attention, examine the megatrends and take the opportunity to evaluate them within your organization’s environment.

Examples of ethical forces include:

• Workers’ rights: What strides can your organization make (or what strides is your organization already making) to take care of those who work for you?
• Fair trade laws: Especially concerning overseas trade, what issues do you need to be aware of in order to promote ethical and responsible practices?
• Human rights issues: How far have you followed the organizations you partner with, contract with, buy supplies from, and do other business with? Are there any organizations whose relationships need to be reconsidered due to human rights violations?
• Corporate social responsibility:
• Diversity, equity, and inclusion: What practices and attitudes are being adopted successfully to promote diverse, equitable, and inclusive workplaces? Conversely, are there practices and attitudes that are backfiring? Which might you best adapt for your organization?

6 Real-World PESTLE Analysis Examples from 8 Successful Companies:

Food and beverage industry pestle analysis examples:, starbucks pestle analysis example.

For Starbucks, lowering costs and staying aware and sensitive to the issues that are important to its customer base are two courses of action that become clear after an environmental analysis.

• Sourcing raw materials and following fair trade practices , which has gained a lot of attention from politicians in the West.
• Keeping up with laws and regulations in other countries from which Starbucks buys its raw materials.
• Economic recession , which has led many customers to seek cheaper alternatives.
• Rising labor and operational costs due to inflation.
• Retiring of the Baby Boomer generation, along with changing family patterns and lowered birth rates leading to fewer spending customers.
• Changing workstyles and lifestyles, including increased remote work .
• Enabling mobile payments , which increases the potential customer base.
• Agricultural developments that might impact raw material production.
• Introduction of caffeine consumption-related policies by health organizations.
• Industry licensing regulations.

Environmental

• Natural disasters in countries that produce coffee beans .
• Environmental laws and regulations related to packaging and waste .

Beyond Meat PESTLE Analysis Example

A California-based producer of plant-based meat substitutes, Beyond Meat is poised to take advantage of many environmental trends that could provide an opportunity to expand.

• Animal farming is receiving political pressure to cut back on expansion.
• Laws and regulations about greenhouse gas emissions.
• Vegan meat is projected to grow from 1% to 10% of meat consumption by the end of the decade.
• Vegan meat has the potential to be cheaper than animal meat , but would need drastic changes to its efficiency to realize this.
• Rise of veganism in developed countries.
• Increasing awareness and vocality of environmentally conscious citizens.
• An extensive amount of technology in R&D for this industry.
• Social media and other technological platforms for advertising and brand-building .
• New food safety standards to classify plant-based meat products.
• Soy farming has raised some concerns about deforestation and soil degradation.
• Plant-based products shown to be much more environmentally friendly than animal meats.

Retail Industry PESTLE Analysis Examples:

Walmart pestle analysis example.

Due to its size and profitability, Walmart has a uniquely competitive edge , yet its growth and continued profitability are sensitive to several external factors .

• Global differences in government regulations , such as banned products in some countries.
• Emergency curfews closing stores early.
• Inflation raising costs; brand appeal is based on low prices.
• Supply chain issues. Continued pressure on the supply chain and inflation is causing increased overhead costs.
• Business model rejected in some places, such as Germany.
• Increased trend toward online shopping , especially post-pandemic.
• Consumer push for same-day delivery of products.
• Adoption of automation for basic tasks.
• Expansion of mobile app and online services.
• Expansion of available technology in distribution and warehouse centers.
• Proposed legislation to raise minimum wage .
• Recent labor lawsuits open doors for further litigation.
• Call to reduce waste and use of nonrenewable energy.
• Weather and climate considerations in a wide number of locations.

Amazon PESTLE Analysis Example

The technology and online retail giant has many opportunities to capitalize on , with a few threats to monitor .

• Government pressure on anti-trust and monopolies for major corporations.
• Pressure from the federal government and local government about employment practices .
• Governmental regulations on cybersecurity and privacy protection.
• Increasing disposable incomes in developed countries.
• Inflation and supply chain issues impacting online stock.
• Macro-trend for organizations to seek and purchase cloud computing products and solutions.
• Increasing consumerism in developed economies and emerging economies.
• Increasing demand for same-day delivery of products to consumers.
• Increasing dependence on technology , cloud computing, and AI.
• Expansion of robotic automation for picking, packing, and delivery of the product.
• Expansion of AI to serve Amazon Web Services.
• Unionization and labor laws impact Amazon’s workforce.
• Changing import and export regulations .
• Import and export tax on goods sold.
• Increasing energy costs increase the cost of supply chain delivery.
• Environmental impact of plastic and plastic packaging .
• Carbon emissions and new fuel options as an organization.

Tech Industry PESTLE Examples:

Apple pestle analysis example.

Like other big tech companies, Apple stands to gain from growing reliance on digital technologies and movement toward energy efficiency—but so do its competitors .

• Trade disputes , especially between the U.S. and China.
• Pressure from federal regulators on antitrust .
• Increasing political pressure on consumer privacy protection and data.
• Changing economic tides and changing economic forecasts create uncertainty in the tech sector.
• Supply chain scarcity and resource constraints on product production.
• Stagnant changes to income of Apple’s buyer pool for luxury products.
• Rapid growth in emerging markets for entry-level products.
• Rising global use of mobile access across the globe.
• Increasing global dependence on digital ecosystems.
• Anti-Apple sentiment due to exclusivity and price.
• Growing technological and development capabilities of the competitive set .
• Pressure from cybercriminals threaten the data security of Apple products.
• Increasing privacy regulations and protections.
• Legal challenges to Apple’s policies and practices related to the app store .
• Ethically and efficiently recycling broken and unused electronic devices , especially those containing lithium batteries.
• Environmental impacts of manufacturing products in China.
• Climate change impacting shipping and supply chain routes .

Airbnb PESTLE Analysis Example

The unique matchup business model of Airbnb, as well as companies like Uber and Lyft, have taken the market by storm—but have also incurred significant legal battles .

• Housing laws and vacation rental bans in some markets conflict with business model.
• Varying tax rates from counties and countries.
• The housing crisis and crunch in the housing market.
• Varying prices and availability of hotels as a primary competitor.
• Increase access and desirability of travel .
• Resistance from locals about the impact of vacation rentals in residential areas .
• Social acceptance of ridesharing and travel sharing business model.
• Increased reliance on mobile apps and other digital solutions .
• Increasing security of online payment systems.
• Legal challenges in some states and countries.
• Environmental impact of single-use products for hospitality .

What is the purpose of conducting a PESTLE analysis? 

A PESTLE analysis can help you understand where your organization stands in the external market and assess the macro-trends that could potentially affect your business/product.

What are all the components of a PESTLE analysis?

A PESTLE analysis looks at six aspects of the environment that could impact your organization: Political, Economic, Sociological, Technological, and the two newly added — Legal and Environmental. Some PESTLE analyses even incorporate ‘ethics.’

What does PESTLE stand for?

Two things you should always consider as you’re going through each aspect of the PESTLE analysis are: where am I now, and where do I want to go? These two questions will guide you in figuring out your current state in the macro environment and your ideal state. Next, it’s important that with each factor or event you outline in your PESTLE, you also consider whether they pose an opportunity or a threat.

Thanks for sharing….extremely useful

Thank you for sharing ..it has helped

Thanks very helpful for understanding the concept of PESTLE analysis.

Very insightful and pratical. Helpful indeed Thank you

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How to Write PESTLE Analysis: Step by Step Guide (2023-2024)

Introduction

What is pestel analysis, the components of the pest.

• 1)      Political Factors
• 2)      Economic Factors
• 3)      Social Factors
• 4)      Technological Factors
• 5)      Environmental Factors
• 6)      Legal Factors

What Is PESTLE Analysis Used For?

Pest analysis examples.

• 1.      Political Factors
• 2.      Economic Factors
• 3.      Social Factors
• 4.      Technological Factors
• 5.      Legal Factors
• 6.      Environmental Factors
• 5)      Legal Factors
• 6)      Environmental Factors
• 3)      Socio-Cultural Factors

SWOT and PESTLE: Understanding the Difference

Swot analysis, pestle analysis, comparing swot and pestle, minimizing business risks, strategic guidance for foreign ventures, ensuring timely and reliable assistance, preparation for a world of endless possibilities, pestel analysis help.

PESTLE Analysis was originally developed as PEST Analysis in the late 1960s by Harvard professor Francis Aguilar. The acronym was later expanded to PESTLE, incorporating two additional factors, Legal and Environmental, making it a comprehensive tool for analyzing the external macro-environmental factors affecting a business or organization’s operations. Today, PESTLE Analysis is widely used across various industries to assess the impact of political, economic, social, technological, legal, and environmental factors on business strategies and decision-making processes .

In today’s globalized world, businesses have the opportunity to expand their operations into new countries and regions. However, successful expansion requires a thorough understanding of the external factors that can impact a company’s success in a new market. One essential tool for conducting such analysis is the PESTLE analysis, also known as PESTEL analysis.

This comprehensive framework, brought to you by GradeSmiths, examines the Political, Economic, Social, Technological, Legal, and Environmental factors that can influence a business environment. By conducting a PESTLE analysis, entrepreneurs and top managers gain valuable insights into the specific characteristics and challenges of the target market, helping them make informed decisions and mitigate potential risks.

In this article, GradeSmiths delves into a step-by-step guide on how to conduct a PESTLE analysis, providing you with the necessary knowledge to assess the opportunities and risks for entrepreneurship in any country or region. Whether you are an established company planning to expand or a budding entrepreneur seeking new possibilities , understanding the PESTLE analysis is a crucial step towards sustainable growth and success in a dynamic global market.

PESTEL analysis, also known as PESTLE analysis, is a powerful tool used by businesses to systematically assess and understand the external factors that can impact their operations and performance. It provides a comprehensive framework for examining the Political, Economic, Social, Technological, Environmental, and Legal aspects of a business environment.

PEST analysis is a simplified version of PESTLE (PESTEL) analysis, focusing on four key components that influence a business’s environment. Despite covering fewer factors, PEST analysis provides valuable information about the following determinants:

1)      Political Factors

Political factors encompass the influence of government policies, regulations, and political stability on businesses. This includes factors such as taxation policies , trade restrictions, labor laws, and government stability. Understanding the political landscape is crucial for businesses to navigate potential risks and opportunities in a particular market.

2)      Economic Factors

Economic factors refer to the economic conditions and trends that can affect businesses. This includes factors such as economic growth, inflation rates , exchange rates, and consumer spending patterns. Analyzing the economic environment helps businesses make informed decisions and adapt their strategies accordingly.

3)      Social Factors

Social factors examine the social and cultural aspects that can influence businesses. This includes factors such as demographics, lifestyle preferences, attitudes, and cultural norms. Understanding social trends helps businesses tailor their products and services to meet the needs and preferences of their target market.

4)      Technological Factors

Technological factors focus on the impact of technology on businesses. This includes factors such as advancements in technology, digitalization, and innovation. Embracing technological changes can give businesses a competitive edge and open up new opportunities for growth.

5)      Environmental Factors

Environmental factors consider the influence of environmental issues on businesses. This includes factors such as climate change, environmental regulations, and sustainability practices. Being environmentally responsible is not only essential for corporate social responsibility but also for meeting consumer demands.

6)      Legal Factors

Legal factors encompass the legal and regulatory aspects that can affect businesses. This includes factors such as labor laws, intellectual property rights, and consumer protection laws. Complying with legal requirements is vital for businesses to avoid legal issues and maintain a positive reputation.

Conducting a PESTEL analysis enables businesses to gain valuable insights into the external factors that shape their operating environment. It helps them make strategic decisions, identify potential risks, and capitalize on opportunities to achieve long-term success and sustainability. By systematically evaluating these factors, businesses can adapt and thrive in a dynamic and ever-changing business landscape.

PESTLE analysis is a powerful tool used by businesses to assess the external factors that can impact their operations and d ecision-making process . It serves various purposes, including:

• Risk Assessment: PESTLE analysis helps businesses identify potential risks and challenges in the external environment. By analyzing political, economic, social, technological, legal, and environmental factors, companies can anticipate potential obstacles and plan effective risk management strategies.
• Market Entry and Expansion: Before entering a new market or expanding their operations to a different country, businesses conduct PESTLE analysis to understand the market’s overall climate. It allows them to evaluate whether the political and economic conditions are favorable for growth and expansion.
• Strategic Planning: PESTLE analysis plays a crucial role in strategic planning. By examining the external factors, businesses can align their strategies with the prevailing market conditions. It helps them make informed decisions about product development, pricing, marketing, and distribution.
• Identifying Opportunities: Apart from assessing risks, PESTLE analysis also helps companies identify potential opportunities in the market. Understanding social trends, technological advancements, and legal changes can give businesses a competitive edge by capitalizing on emerging opportunities.
• Regulatory Compliance: Legal and environmental factors in PESTLE analysis help businesses ensure compliance with the relevant laws and regulations. Understanding the legal landscape helps companies avoid legal disputes and penalties while operating in a new market.
• Environmental Impact Assessment: The environmental aspect of PESTLE analysis allows companies to evaluate the potential impact of their business activities on the environment. It encourages businesses to adopt sustainable practices and reduce their carbon footprint.

So, PESTLE analysis provides businesses with valuable insights into the external factors that can influence their success. By understanding the political, economic, social, technological, legal, and environmental conditions, companies can make informed decisions, minimize risks, and capitalize on opportunities for growth and prosperity.

If you’re in search of PESTLE analysis examples, you’ve come to the right place. Below, we provide a comprehensive PESTLE analysis template that highlights the various factors affecting a business, including economic, social, technological, legal, and environmental aspects. A well-crafted PESTLE analysis example will delve into critical areas such as consumer protection laws, employment regulations, and corporate social responsibility initiatives.

In today’s dynamic economy, strategic thinking has become a crucial competitive advantage for businesses in every industry. A thorough PESTLE analysis can provide valuable insights into understanding consumer buying habits, trade restrictions, technological advancements, and other crucial factors that can impact a company’s success.

For instance, the economic component of a PESTLE analysis can shed light on the economic conditions of a particular market, such as inflation rates, unemployment rates, and consumer spending patterns. The social aspect can explore demographic trends, cultural norms, and societal attitudes that influence consumer preferences and behaviors. The technological component can analyze the level of technological advancements and innovations that may affect a company’s operations and product development.

Moreover, a comprehensive PESTLE analysis should consider the legal factors, including laws and regulations related to the industry, intellectual property rights , and labor laws. Additionally, the environmental aspect should assess the impact of ecological trends, sustainability practices, and climate change on the business.

By conducting a PESTLE analysis, businesses can gain a deeper understanding of the external environment, anticipate potential challenges and opportunities, and make well-informed decisions to stay competitive in the market. Whether you’re a seasoned entrepreneur or a startup, a PESTLE analysis is an invaluable tool to navigate the complexities of the business landscape and ensure long-term success.

PESTLE Analysis of Apple

When it comes to strategic decision-making, even technological giants like Apple must carefully assess the external factors that can significantly impact their business. Conducting a PESTLE analysis for Apple is an indispensable tool for devising a robust business plan, especially when expanding operations into countries like China.

1.      Political Factors

Political stability is a vital aspect of the external environment. While Apple generally adheres to safety regulations and fiscal policies, it is not immune to the effects of international conflicts. The ongoing trade war between China and the USA exemplifies how government decisions can influence companies. The imposition of higher import taxes and the shifting landscape of cheap manufacturing in China can lead to increased production costs for Apple.

2.      Economic Factors

As a producer of premium-priced products, Apple closely monitors economic growth and purchasing power in foreign markets. Fortunately, Asian countries like China are experiencing stable GDP growth and rising consumer purchasing power, making them attractive prospects for Apple’s expansion plans. Venturing into these thriving regions presents an opportunity for increased profits.

3.      Social Factors

Understanding the social dynamics of a target country is crucial for successful business ventures. In China, where population growth rates exceed expectations, Apple can find an abundant pool of both workers and consumers. Moreover, Apple’s astute marketing efforts position their products as luxury items, appealing to the Asian population’s desire to showcase high status. However, the trade war between the US and China could also have adverse effects on Apple’s sales in the region.

4.      Technological Factors

For Apple, staying at the forefront of technological advancements is paramount. However, competitors like Samsung, Xiaomi, and Lenovo continuously challenge Apple’s market share with innovative offerings. Apple’s target audience may seek out these rival brands if Apple fails to introduce revolutionary features in their gadgets.

5.      Legal Factors

Legal considerations play a significant role in Apple’s operations, encompassing safety laws, copyright protection, and patent legislation. Apple strives to maintain a positive public image by avoiding legal controversies. However, the company does take calculated risks when dealing with copyrighted music and software, potentially risking its loyal customer base in the event of a lawsuit.

6.      Environmental Factors

Environmental issues, including climate change and environmental regulations, cannot be overlooked in the PESTLE analysis. While Apple can mitigate weather-related risks by strategically locating its factories, countries like China’s strict environmental policies push Apple to make eco-friendly choices in its production processes. For instance, Apple’s decision to abandon lithium batteries aligns with the country’s environmental concerns and bolsters the brand’s reputation.

Thus, the PESTLE analysis highlights the crucial macro-environmental factors that significantly impact Apple’s performance in foreign markets. By examining the strengths and weaknesses of Apple’s policies, this analysis emphasizes the importance of adapting to the ever-changing business landscape while capitalizing on the company’s numerous strengths. Despite facing challenges, Apple’s strategic approach and strong market position, positions it for continued success.

McDonald’s PESTLE Analysis

When a prominent corporation like McDonald’s expands its operations into new markets, a comprehensive understanding of the external business environment becomes paramount. Conducting a PESTLE analysis for McDonald’s provides valuable insights into the economic, technological, legal, and environmental factors that can significantly impact its performance in different regions.

As the largest and most renowned fast-food company, McDonald’s must address food safety concerns in various countries. Compliance with local legislation or risk assessment becomes crucial, as some regions have stricter safety standards than the company’s country of origin, the US. Opening branches in riskier regions with uncertain policies, such as Middle Eastern or Asian countries, requires careful consideration.

McDonald’s faces varying economic circumstances in different countries. Slowing economic growth in Eastern Europe poses challenges for local McDonald’s restaurants. On the other hand, the steady growth of economies in Western Europe and developing countries presents opportunities. However, the high employee turnover rate within the company affects its profitability, necessitating efforts to improve employee retention strategies.

Cultural preferences play a significant role in McDonald’s adaptation strategy. Customizing menus to cater to local tastes is exemplified by the Japanese menu, featuring rice and fish, and the Indian menu, tailored to the largely vegetarian preferences . However, the growing trend for healthier lifestyles and weight loss poses a threat to the company’s traditional offerings, necessitating a shift in its strategy.

Embracing global technology trends, McDonald’s has implemented sensory screens for ordering food, attracting customers seeking a broader menu selection. The pandemic accelerated the adoption of contactless restaurant options, making further automation an advantageous strategy for McDonald’s to pursue.

5)      Legal Factors

Shifting employment laws, particularly increases in minimum wages, present significant legal challenges for McDonald’s branches worldwide. The management must adapt its profit distribution strategies accordingly. Additionally, staying compliant with each country’s changing laws, including ingredient bans or restrictions, is essential to ensure uninterrupted operations.

6)      Environmental Factors

McDonald’s has shown a strong commitment to environmental issues, aiming to become more environmentally friendly. Initiatives include switching to recyclable packaging to reduce pollution and adopting energy-efficient technologies in local restaurants. However, global warming poses severe environmental challenges, potentially leading to food shortages and supply chain disruptions.

So, the comprehensive PESTLE analysis allows McDonald’s top managers to make well-informed decisions in both familiar and new markets. By proactively identifying potential risks and opportunities, the company can ensure sustainable success and navigate the ever-changing business landscape effectively.

PESTLE Analysis for Netflix

Netflix, the global streaming giant, has revolutionized the entertainment industry with its on-demand content delivery platform. Employing PESTLE analysis for Netflix uncovers key factors that influence the company’s performance and strategic decisions.

Operating in various countries means Netflix must navigate different political landscapes and regulations. Content censorship and licensing agreements can impact the availability of certain shows or movies in specific regions. Additionally, government policies related to media content and distribution may affect Netflix’s expansion plans.

Economic conditions in different markets influence consumer spending on entertainment services. Subscription prices and local competition can impact Netflix’s market penetration and revenue generation. Fluctuations in exchange rates can also affect the cost of content acquisition and licensing agreements.

Changing consumer preferences and viewing habits influence Netflix’s content strategy. The platform must cater to diverse audiences and cultural preferences to remain relevant globally. Social trends like cord-cutting and binge-watching shape the company’s content release and distribution strategies.

Netflix heavily relies on technology for content delivery and user experience. Continuous investment in streaming technology and platform optimization is critical for maintaining customer satisfaction. Technological advancements, such as 4K streaming and virtual reality, provide opportunities for enhancing user engagement.

Legal challenges related to copyright infringement and intellectual property rights are significant concerns for Netflix. The company must navigate complex licensing agreements and negotiate content distribution deals with production studios and content creators. Compliance with data protection and privacy laws is also crucial to maintain consumer trust.

While Netflix’s primary operations are digital, the company’s environmental impact includes energy consumption for data centers and content delivery networks. Adopting sustainable practices, such as using renewable energy sources for data centers, contributes to the company’s environmental responsibility.

Overall, the PESTLE analysis for Netflix reveals the complexities and challenges the company faces in the dynamic entertainment industry. Understanding these factors enables Netflix to make informed decisions, adapt to changing market conditions, and continue its global growth and success in the ever-evolving streaming landscape.

Coca Cola PESTLE Analysis

In the pursuit of discovering new markets, astute managers rely on the comprehensive PESTLE analysis for business. For Coca Cola, this analysis delves into the political, economic, social, technological, legal, and environmental conditions, providing valuable insights into its global operations.

As a major food and beverage company, Coca-Cola operates under the purview of country-specific legislation, including consumer protection and copyright laws. While most countries readily permit the sale of Coca-Cola products, some regions face trade and investment restrictions due to sanctions. Countries such as Cuba, North Korea, and Russia represent areas where Coca-Cola’s operations may be limited.

Coca-Cola enjoys unparalleled brand recognition, owning a significant portion of the market share for sweet beverages worldwide. However, despite steady demand in most countries, shifting consumer trends towards healthier diets may impact sales. The company may face challenges if health-conscious individuals reduce their consumption of sugary beverages, potentially leading to lower profits.

Operating in diverse countries, Coca-Cola successfully tailors its marketing strategies to match the socio-cultural aspects of each nation. Customizing tastes and introducing unique bottle designs, such as bottles with names, has garnered widespread popularity and increased sales in various regions, including Japan.

Catering predominantly to the younger generation, Coca-Cola leverages modern technologies to capture consumer attention and maintain a competitive edge. Extensive investments in social media marketing, hashtags, and online games appeal to trendy and tech-savvy consumers, contributing to the brand’s popularity.

While Coca-Cola has navigated patent and copyright matters successfully, the company has faced challenges concerning employee treatment, including protests against unfair policies and allegations of racial discrimination. Addressing these issues and fostering a positive work environment is crucial for improving the company’s public image.

As the world’s largest soft drinks producer, Coca-Cola grapples with environmental concerns raised by eco-activists. Water shortage, particularly in regions where factories are located, poses a significant challenge, given the company’s substantial water consumption. Efforts to promote recyclable materials and reduce plastic pollution are essential steps towards enhancing environmental sustainability.

PESTLE analysis provides Coca-Cola with a robust strategy, guiding the company to navigate potential pitfalls and secure a strong market position. By understanding the impact of various external factors, Coca-Cola can make informed decisions to thrive in an ever-changing global business landscape.

PESTLE Analysis for Amazon

As the leading global e-commerce giant, Amazon caters to the needs of millions of satisfied customers with its smart tactical and strategic plans . Employing PESTLE analysis for Amazon reveals the company’s strengths and weaknesses, enabling effective decision-making and strategic planning.

Operating in multiple countries necessitates navigating complex political environments. While Amazon thrives in politically stable regions, unpredictable markets in Eastern Europe and the Middle East pose challenges. Additionally, rising foreign trade taxes and cybersecurity failures may impact the company’s operations.

Amazon faces challenges in some markets due to high product prices and increasing shipping costs, particularly in developing countries. Nevertheless, the company can leverage automation to optimize processes and offer competitive prices. Competitors like Aliexpress and Walmart also influence market dynamics in Asian countries and the USA.

The income levels of different countries influence Amazon’s sales, with more developed nations witnessing higher e-commerce adoption rates. The COVID-19 pandemic accelerated the cultural shift towards online shopping, benefiting Amazon’s revenues . However, automation has led to job losses, raising concerns about social implications.

Technology and innovation are at the core of Amazon’s business model. The company continually invests in research and development to enhance its delivery processes and customer experience. Innovations like drone deliveries and efficient customer service through live chats or emails solidify Amazon’s technological edge.

Navigating various legal requirements in different countries is a complex challenge for Amazon. Adhering to consumer and employment laws is essential to protect the company’s reputation and mitigate potential losses. However, counterfeit accusations and data privacy concerns may require strategic adjustments.

Amazon demonstrates a commitment to environmental sustainability by encouraging longer delivery options to reduce emissions. Despite e-commerce’s lower environmental impact compared to brick-and-mortar shopping, the company strives to become even more eco-friendly. These initiatives improve the brand image and foster customer loyalty.

Therefore, the PESTLE analysis provides invaluable insights into Amazon’s business environment, enabling the company to assess its impact on the market and devise effective strategies to address emerging challenges. By leveraging this analysis, Amazon can stay ahead in the dynamic and ever-changing e-commerce landscape.

How do PESTLE Factors Affect a Business

In today’s highly competitive business landscape, companies must navigate a myriad of external factors that influence their operations and success. PESTLE analysis provides a comprehensive framework to assess the macro-environmental factors that impact a business. This one-page analysis delves into the significance of PESTLE factors and their effects on businesses worldwide.

Political factors play a crucial role in shaping a business’s operating environment. Government policies, regulations, and stability can either facilitate or hinder business operations. For instance, political stability encourages investments and expansion, while political instability may create uncertainty and deter foreign investors. Additionally, changes in taxation policies, trade agreements, and labor laws can impact a company’s profitability and strategic decisions.

Economic conditions significantly influence business performance. Factors such as GDP growth, inflation rates, and exchange rates affect consumer spending and purchasing power. In a thriving economy, consumers are more likely to spend on goods and services, boosting businesses’ revenues. Conversely, an economic downturn may lead to reduced consumer spending and demand for products and services. Furthermore, fluctuations in commodity prices and raw material costs directly impact a company’s production costs and profitability.

3)      Socio-Cultural Factors

Societal norms, cultural preferences, and consumer behavior have a profound effect on businesses. Companies must adapt their products, marketing strategies, and business practices to cater to the unique needs and expectations of different demographics and cultures . For example, consumer preferences for eco-friendly products have prompted businesses to adopt sustainable practices and eco-conscious initiatives. Understanding socio-cultural trends is essential for businesses to connect with their target audiences and remain relevant in the market.

The rapid pace of technological advancements shapes the business landscape in significant ways. Embracing technology is crucial for companies to stay competitive and meet consumer demands. Innovations in automation, artificial intelligence, and data analytics streamline operations, enhance efficiency, and enable personalized customer experiences. Failure to adopt technology can leave businesses lagging behind and vulnerable to disruptors in the industry.

Legal factors encompass various regulations and laws that businesses must comply with to operate ethically and lawfully. Intellectual property rights, labor laws, consumer protection laws, and data privacy regulations are just a few legal considerations that impact businesses. Non-compliance with legal requirements can lead to hefty fines, reputational damage, and even business shutdowns. Staying informed about legal changes and proactively adapting to them is crucial for long-term sustainability.

Environmental factors have become increasingly significant for businesses as sustainability and corporate social responsibility gain prominence. Concerns about climate change, environmental impact, and resource depletion have urged businesses to adopt eco-friendly practices and reduce their carbon footprint. Embracing sustainable initiatives not only benefits the environment but also enhances a company’s reputation and attracts environmentally-conscious consumers.

In the realm of business and marketing, strategic analysis frameworks play a pivotal role in understanding the internal and external factors that impact a company’s performance and decision-making. Two widely used frameworks are SWOT and PESTLE analysis . While they share the common goal of aiding businesses in their strategic planning, they differ in their focus and scope. This article aims to delve into the disparities between SWOT and PESTLE analysis, emphasizing their distinct applications and significance in the business world.

SWOT analysis stands for Strengths, Weaknesses, Opportunities, and Threats. It is an internal and external assessment tool used to evaluate a company’s current position and potential for growth.

• Strengths : SWOT analysis identifies a company’s internal strengths, such as core competencies, unique selling points, and resources that give it a competitive advantage in the market.
• Weaknesses: This aspect highlights the internal limitations, vulnerabilities, and areas in which a company may be falling short compared to its competitors.
• Opportunities: SWOT analysis explores external factors, such as market trends, emerging opportunities, or changing customer preferences, that a company can leverage to expand its business.
• Threats : The analysis also examines external factors that pose potential risks or challenges to the company’s growth and profitability.

SWOT analysis is particularly useful for startups and new products, providing a comprehensive overview of their competitive position and potential pathways for development.

PESTLE analysis, on the other hand, stands for Political, Economic, Social, Technological, Legal, and Environmental analysis. It is a macro-environmental framewor k that assesses the external factors that influence a company’s operations.

• Political: This factor examines how government policies, regulations, and political stability impact the business environment.
• Economic: PESTLE analysis considers economic factors like GDP growth, inflation rates, exchange rates, and consumer spending, which can significantly affect a company’s performance.
• Social: The analysis delves into societal factors, including demographics, cultural trends, and consumer preferences, which influence market demand and customer behavior.
• Technological: This aspect explores technological advancements and innovations that can create new opportunities or disrupt industries.
• Legal: Legal factors encompass the impact of laws, regulations, and compliance requirements on business operations.
• Environmental: PESTLE analysis also considers the impact of environmental factors, such as climate change, sustainability initiatives, and eco-friendly practices, on businesses.

PESTLE analysis provides businesses with valuable insights into the broader market environment, helping them identify potential risks and opportunities in their expansion endeavors.

Both SWOT and PESTLE analyses are essential strategic tools that complement each other in the decision-making process.

SWOT analysis focuses on a company’s internal factors and immediate competitive landscape, providing a snapshot of its strengths, weaknesses, opportunities, and threats.

PESTLE analysis, on the other hand, assesses the external macro-environment, considering broader factors that may influence the company’s market entry, expansion, and sustainability .

Thus, SWOT and PESTLE analysis are two distinct yet complementary frameworks that offer valuable insights into a company’s strategic planning process. SWOT analysis helps businesses identify their internal strengths and weaknesses and external opportunities and threats, while PESTLE analysis provides a broader perspective on the macro-environmental factors that may impact business operations. By leveraging both frameworks, businesses can make informed decisions, capitalize on opportunities, mitigate risks, and navigate the ever-evolving landscape of the business world.

Why Is PESTLE Analysis Essential for Business Expansion

When it comes to expanding a business into new markets, comprehensive research and strategic planning are paramount. PESTLE analysis emerges as a powerful tool to explore uncharted territories. This framework delves into every critical detail that can either propel or hinder business activity in a foreign market. Unlike superficial analyses, PESTLE analysis dives deep into economic, cultural, and legal specifics, ensuring a holistic understanding of the external environment. Moreover, given the ever-changing dynamics of the global landscape, PESTLE analysis should be an ongoing process.

The ultimate goal of conducting a PESTLE analysis is to minimize risks and uncertainties for a company operating in unfamiliar territories. By thoroughly examining the current situation in a country and analyzing its historical experiences, businesses can gain valuable insights into potential future events. However, certain factors, such as natural disasters or international conflicts, remain unpredictable. In such cases, having a well-thought-out contingency plan becomes crucial to navigate unforeseen challenges successfully.

A well-executed PESTLE analysis serves as a compass, providing companies with valuable recommendations for their foreign market strategy. The thorough examination of political, economic, social, technological, legal, and environmental factors equips businesses with the necessary knowledge to make informed decisions and seize opportunities. Armed with such insights, companies can align their operations with the unique characteristics of each market and tailor their approach accordingly.

At times, businesses face tight deadlines and require prompt and reliable solutions. Our essay writing service stands ready to offer timely assistance, providing you with a comprehensive PESTLE analysis that meets your specific requirements. With a team of skilled professionals, we ensure that your analysis is delivered on time without compromising on quality.

In conclusion, embracing the power of a PESTLE analysis equips companies with a clear vision and a well-structured approach to navigate the complexities of international markets. A thorough assessment of the external environment provides the groundwork for making informed decisions, mitigating risks , and seizing opportunities. As businesses venture into a world of endless possibilities, proper preparation through PESTLE analysis becomes a catalyst for success, enabling them to thrive in diverse and dynamic global landscapes.

In a world where expansion is a constant aspiration, PESTLE analysis remains an indispensable ally for businesses seeking to chart their course towards growth, sustainability, and global success.

Frequently Asked Questions (FAQ) about PESTLE Analysis

• What is PESTLE analysis, and how does it differ from SWOT analysis?

PESTLE analysis is a strategic tool that examines the macro-environmental factors influencing a business, including political, economic, social, technological, legal, and environmental aspects. On the other hand, SWOT analysis evaluates both internal factors (strengths and weaknesses) and external factors (opportunities and threats) that impact a company. While PESTLE focuses on the external environment, SWOT delves into both internal and external aspects of a business.

• When should businesses use PESTLE analysis?

PESTLE analysis is particularly useful for companies looking to expand into new markets. It helps them thoroughly research and understand the various factors that could impact their business operations in unfamiliar territories . This analysis provides essential insights to strategize and make informed decisions when entering new markets.

• What are the components of a PESTLE analysis?

The components of PESTLE analysis include Political, Economic, Social, Technological, Legal, and Environmental factors. By analyzing these factors, businesses can gain a comprehensive understanding of the external environment and its potential effects on their operations.

• How often should a PESTLE analysis be conducted?

PESTLE analysis should be a recurring process, especially for companies operating in dynamic and ever-changing global markets. External factors can shift rapidly, making regular assessments vital to adapt and respond to new challenges and opportunities.

• How does PESTLE analysis help minimize risks for businesses?

PESTLE analysis enables businesses to identify potential risks and uncertainties in foreign markets. By examining political stability, economic conditions, social trends, technological advancements, legal regulations, and environmental issues , companies can develop contingency plans and mitigate risks associated with operating in unfamiliar territories.

• How does PESTLE analysis assist in strategic decision-making?

A thorough PESTLE analysis provides crucial insights into the external environment, allowing businesses to make informed strategic decisions. Understanding the political, economic, social, technological, legal, and environmental factors helps companies tailor their market entry strategies and adapt their products or services to meet the specific needs and demands of each market.

• Can PESTLE analysis be applied to specific companies?

Yes, PESTLE analysis can be tailored to evaluate the impact of external factors on specific companies. For example, the blog includes PESTLE analysis examples for well-known companies like Apple, McDonald’s, Amazon, and Coca-Cola. By conducting a company-specific PESTLE analysis, businesses gain valuable insights into the unique challenges and opportunities they might encounter .

• How can businesses prepare for potential environmental challenges?

PESTLE analysis addresses environmental factors, which include ecological issues like climate change and environmental regulations. Businesses can prepare for potential environmental challenges by adopting eco-friendly practices, minimizing their environmental footprint, and aligning their operations with sustainable and environmentally responsible initiatives.

• Where can businesses seek professional help with PESTLE analysis?

Businesses can seek professional assistance with PESTLE analysis from expert research paper writing services, like GradeSmiths. These services offer comprehensive and in-depth analyses tailored to specific business needs and deadlines, providing businesses with valuable insights to drive their expansion and decision-making processes.

• How does PESTLE analysis contribute to long-term success in the global market?

PESTLE analysis equips businesses with a holistic understanding of the external environment, enabling them to make strategic decisions that align with market dynamics. By minimizing risks, seizing opportunities, and adapting to changes in the global market, PESTLE analysis becomes a catalyst for long-term success and sustainability in an increasingly interconnected and competitive world.

🚀 Struggling with your PESTEL analysis essay? No worries! Gradesmiths is your ultimate solution! 🌟 Our skilled team is here to assist you in navigating the complexities of political, economic, social, technological, environmental, and legal factors with ease. 📚💼 With our reliable support, you’ll breeze through your essay, showcasing a deep understanding of your subject and impressing your professors! 🌍💡 Don’t stress – trust Gradesmiths to boost your academic success! 🎓🏆 Get in touch with us today and conquer your PESTEL analysis like a pro! 📧📞 Let’s ace this together! 🤝📝

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PESTLE Analysis

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PEST Analysis: Examples and Meaning in Business

Last Updated: Apr 8, 2024 by Jim Makos Filed Under: PEST Analysis

What is a PEST analysis, and what are its four parts? What is the difference between PESTLE analysis and PEST, and why is it important for every business? As a business student, analyst, manager or owner, you are called to conduct a PEST analysis sooner or later. In the next 10 minutes, I’ll go through everything you need to know about PEST analysis and how you can do a PEST analysis of an organization starting from scratch. I promise you’ll know more about PEST analysis than 99% of people out there, as I’m explaining everything as concisely as possible. Let’s start with the PEST analysis definition.

What is a PEST Analysis?

PEST analysis is a strategic tool for organizations to identify and assess how Political, Economic, Social, and Technological external factors impact operations so that they can gain a competitive edge. A PEST analysis helps you determine how these factors will affect a business’s performance and strategy in the long term. It is often used in collaboration with other analytical business tools. For example:

• A combination of PEST and SWOT analysis usually gives a clearer understanding of a situation with related internal and external factors
• PESTLE analysis is an extension of PEST analysis that covers legal and environmental factors

I’m going to explain the PEST analysis as simply as possible with examples and a template for better understanding. I will also show how to do a PEST analysis starting from scratch, even for people without any business education like me!

Why Do a PEST Analysis

It’s simple: to succeed. For a business to be successful, they need a few things:

• A solid product
• Marketing plan
• Identifiable brand
• Happy customers
• Thorough budget
• An investor or two
• Unique selling position
• And a whole lot of research

Throughout the endless market research, customer acquisition costs, and project risk assessments, business managers could forget about outside influences ( we call these external factors in this type of analysis). Aside from the company’s internal resources and industry factors, PEST’s macroeconomic factors can impact a company’s performance in a big way.

By being aware of external factors, managers can aid their business. But if they don’t know them, they can cripple their business before it begins. That’s how advantageous PEST analysis is .

What are the four parts of PEST analysis?

Now, let me explain each of the four parts of a PEST analysis more thoroughly. You’ll better understand what each of these external factors in this analysis is all about.

• Political – Here, government regulations and legal factors are assessed in terms of their ability to affect the business environment and trade markets. The main issues addressed in this section include political stability, tax guidelines, trade regulations, safety regulations, and employment laws.
• Economic – Next, businesses examine the economic issues that have an impact on the company. This would include factors like inflation, interest rates, economic growth, the unemployment rate and policies, and the business cycle followed in the country.
• Social – At this stage, businesses focus on the society and people. Elements like customer demographics, cultural limitations, lifestyle attitudes, and education come into play here. This part allows a business to understand how consumer needs are shaped.
• Technological – This may come as a surprise, but technology may not always be an ally for businesses. Depending on the product, technology may affect the organization positively but also negatively. In PEST’s last section we find technological advancements, the role of the Internet, and how an industry’s innovation creates winners and losers.

Every business is different. Some factors may not affect a firm or industry as they would with others. But it’s beneficial to have a well-rounded view of the many factors that could affect them. Along with the ones that will affect them.

This is why we do PEST analysis for a business — to be aware of risks, opportunities, influences, and limitations. Let’s go deeper into these external factors that impact the success of a business. I’ll also briefly mention a specific example for each of them.

Political Factors

Political factors in PEST analysis refer to the extent to which the government and political actions in a country influence the business climate. Here are some examples that will occasionally make it into the (P) of my PEST analysis:

• Tax policies
• Tax incentives
• Political tensions
• Employment laws
• Import restrictions
• Health and safety laws
• Consumer protection laws
• Tariff and Trade restrictions
• Regulation and deregulation

For instance, a country’s foreign policy often plays an important role in determining trade regulations. This can either result in trade restrictions or trade incentives and can affect an organization’s operations. Read my dedicated page on political factors with more examples here .

Economic Factors

In the (E) part of PEST Analysis, we run into how the economy affects the organization. I consider the following economic factors when doing a PEST analysis:

• Interest rate
• Inflation rates
• Exchange rates
• Unemployment rate

For instance, exchange rates affect a global organization by influencing the cost of imported and exported goods. Furthermore, interest rates influence the cost of capital available to the organization. Thus they are significant in the expansion and growth of a business. Find more economic factors and examples of how they affect businesses here .

Social Factors

Social factors include different cultural and demographic aspects of society. These can affect the macro-environment in which the organization operates.

In the ‘S’ part of the PEST analysis I usually examine:

• Age distribution
• Cultural diversity
• Demographics shifts
• Population growth rate
• Health consciousness and trends
• Changing consumer lifestyles and preferences

A study of these factors can help organizations understand the dynamics of existing and emerging potential markets along with future customer needs.

Social factors are more unpredictable than economic and political factors, simply because people are unpredictable. But every business needs customers. And what and how they buy has an immediate effect on an organization’s profitability.

Based on these social factors, marketers create buyer personas. These avatars are necessary for businesses to target the ideal customer.

For example, if you’re selling whey powder, you go after fitness enthusiasts and bodybuilders. You are looking for people that follow an active lifestyle. Hence, a declining trend in health consciousness doesn’t seem encouraging.

That’s the tip of the iceberg. Learn more about social factors here .

Technological Factors

Technological factors aren’t important only for tech-related businesses. The (T) part in PEST analysis may affect even the most old-school organization that’s been operating for a century.

Technology is evolving at a rapid pace and consumers are becoming extremely tech-savvy. With the advent of new technology, older technology gets outdated and obsolete. If an organization does not look out for technological changes, it can lag behind its competitors.

I often include the following technological factors when conducting a PEST analysis:

• Cybersecurity Threats
• Emerging Technologies
• Big data and computing
• AI and Machine Learning
• Supply Chain Automation

Let’s consider the advancements in computing; more specifically, networking.

If a business offers the latest and fastest Wi-Fi in their store, it’s an added luxury. It’s annoying if it still operates on 3G speeds, but won’t ruin sales. However, if they handle all receipts in an online database and that goes offline because they didn’t keep their network infrastucture up-to-date then they have a major problem. Especially in big holidays like Black Friday.

Again, this is about impact on the business operation. How will ‘X’ technology affect the business in the long and short term? That’s what we’re trying to figure out with PEST analysis.

A ton more technological factors can be found here .

PEST Analysis Examples

Here is a hypothetical PEST analysis example that can give you a clear understanding of how this works:

Here at PESTLEanalysis.com I rarely limit myself to PEST analysis. I almost always go the extra mile and include the Legal and Environmental factors when I initiate a PEST analysis. This leads to a more detailed analysis called PESTLE.

PESTLE Analysis: An extension of PEST Analysis

PESTLE analysis is an extension of PEST that is used to assess two additional macroeconomic factors. These factors are the  Legal and Environmental conditions that can have an impact on a organization. Examples of PESTLE analysis are similar to those of a PEST analysis, but they will include factors such as these:

• Discrimination laws
• Copyright and patent laws

Environment:

• Waste management
• Changes in weather and climate
• Laws regarding pollution and recycling
• Use of green or eco-friendly products and practices

So, if you want to assess a business situation comprehensively, a PESTLE analysis is a definite must. You can find more about that analysis here .

Why PEST Analysis Is Important For Every Business

So, now that we did a PEST analysis, how’s that going to help the business?

What does a five-year business plan look like? Or a ten-year plan? It likely involves growth.

Whether it’s the expansion of a product line or opening stores in new locations, business changes need proper preparation. And that’s where the PEST analysis comes in.

PEST analysis is the foolproof plan for business expansion !

Both new business owners and veterans should include PEST analysis in their business plan. By breaking down the critical influences in the P.E.S.T. categories, businesses get a better understanding of whether their next business move is strategic or doesn’t make sense.

For example, politics isn’t just about political tensions, unrest and elections. Politics are also about trade policies, regulations and taxation. Companies doing business worldwide have to consider laws in the countries they operate, as well. Even if they aren’t doing international trade yet, it could be a possibility in the future, and going in blind is a good way to toss success out the window.

PEST analysis helps people become aware.

Aware of how political parties and regulations can impact a business. And how the economy (past, present, and future) affects an industry. It allows people to understand consumers — who they are, what they buy, and why they don’t buy. And finally, it identifies what technology is necessary for the development and success of a product, business, or industry.

It’s almost like an outline. It shows people what influences impact the quality, success, or devastation of businesses and industries. You can’t stop the four influences, but if you’re aware of them and their impact, you can plan around, against, or with them.

PEST analysis is often used by business analysts, marketers, students, and business owners, since it’s super important for every business!

All you need to do a proper PEST analysis is time. And the payoff is worth every second.

How PEST analysis works

PEST analysis requires research and data, sometimes ten years old, sometimes only a couple. The more information I have to go through, the more accurate my final results will be. By looking into the past and the present, I can make predictions for the future.

By studying these recent developments through a PEST analysis lens, organizations are deciding whether to jump into this for the long haul or for the time being.

You want to look at your industry in a similar light. Ten years ago, did it exist? Has it slowed down within the last two years or are more companies diving in? More competition can be a strong sign an industry is booming, but it could also be the first sign of oversaturation.

Break down your assessment into the four categories of PEST analysis. Start with politics and work your way through the remaining factors. Or start from the bottom. Whatever gets the job done and makes the analysis enjoyable.

How to Do a PEST Analysis From Scratch

I’ve written dozens of PEST analyses over the last couple of years. Below I document my process on how to do a PEST analysis , even when you’ve never written one before.

You should have a topic in mind. Most PEST analyses are about a specific business, industry, or product. However, they can also be applied to countries, too. You can’t start without a topic, though, so have it ready.

Where to find information for your PEST analysis

It’ll be easier to find and segment information if you break your analysis down into four sections, like the acronym implies:

• Technological

Each section will require its own information. However, some of this information will overlap.

For instance, the economy is often closely tied to political (in)stability. And the state of the economy always affects consumers (social). You don’t need to look for these patterns specifically— it’ll become apparent as you discover new information.

Start with the history

You should be familiar with your topic. If you’re not, read about its history. Learn how it was established, how long it has been around, and who founded it. Read about any major achievements on the organization in question over the last few years. Jot down notes whenever something that seems relevant or important pops up.

After this informational primer, it’s time to start on the four sections. I do my PEST analysis in order of the acronym because the information often bleeds into the next section.

Finding Political Information

Political information is easier to find than in other sections of the analysis (social and technological, specifically). Here, you’ll want to investigate the current political climate.

For instance, if the organization originates from America, you’ll research the current political parties. Who is in charge? Has this affected business operations in any way?

If your topic (business, product, industry) was established years ago, what was the political climate like then? Are different parties in power now? If this is the case, then you’ll want to compare how things have changed for your topic from then to now.

This is also the section where you’ll look into laws and regulations affecting business. Remember the list we went through in the beginning.

I find this information with a simple Google search. Such as “tariff laws USA” (plug in the country you’re searching for if it’s not the United States).

It’s best to get this information from a government site. These sites end in .gov. You may also find information from organizations (websites ending in .org) but not all of these sites are legitimate organizations. Be wary while you research.

Honestly, most of the information you’ll find is dense. But it’s easier if you have a goal. Look for signs of:

• Government (in)stability
• Possible political corruption
• New bills/regulations that may impact your topic
• Any issues your topic has had with current/former regulations or political parties

If your topic is a company, finding the right information may be easier. Search for “company name + political issues” or “company name + policies” and see what comes up. Avoid any information from untrustworthy sites and sites with no legitimate source.

Finding Economic Information

While you’re researching political information, you may come across connections to the current economy. For instance, political instability often leads to economic instability. This causes unemployment rates to rise and employee strikes. This affects how much disposable income people have.

You may have already found information in your political section that confirms economic problems. But if you haven’t, search government sites for current tax rates, interest rates (if your topic involves international business), and the current state of the economy. Is it good? Thriving? Or bad and declining?

Again, use government websites. Search for economic statistics over the last few years. If your topic is an industry, see how many companies (startups) have started within the last few years.

If your topic is a business that has international stores, look into the relationship between the country of origin and each country the company does business. If the relationship is good, it’s often a good outlook for the company. But if it’s bad, it may lead to problems. What problems? Do a bit of digging online.

Also, if your PEST analysis is for a company, you may look into stocks . Have they been declining? On the rise? Because if it’s the former, then the business may not be looking good. And you’ll want to find out why .

If my topic is a business, I sometimes check out the competition. I’ll look into how that other company has been fairing economically, specifically how its sales have risen or fallen over the last couple of years. If it’s dropped products, shifted marketing efforts, etc., I want to know why . A competitor analysis isn’t always necessary , but it can shed light on possible problems your topic may face.

Finding Social Information

This section is a bit trickier. Political and economic sectors rely heavily on data and evidence. You can find this information on government websites. News sites too, even. And although you can find databases about demographics and population growth for this section — all applicable in a PEST analysis — I wouldn’t stop there.

In the social section, I often examine how consumers are impacted by political and economic factors. You can draw conclusions based on the information you’ve already gathered from your political and economic segments.

For instance, if there is political instability and the economy is on the fritz, then consumers may feel uneasy. They may have fewer job options. And that means they’re less likely to spend frivolously. If your topic is a luxury product, it may mean the company that makes it may have lower sales this year.

But you also want to learn about how consumers feel about your topic. If it’s a company, do consumers generally like it? Or is public opinion souring? There should be a reason for why.

Consider Facebook. The company’s CEO, Mark Zuckerberg, has consistently been in hot water over the years. If not for data breaches affecting millions of users, but for their shady involvement with fake news and political tampering.

This has led many consumers to shy away from using Facebook. And this affects businesses that use Facebook to reach new customers.

In this section of the PEST analysis, I’m more likely to search for my topic on news sites and publications. The more popular the topic, the easier it’ll be to find articles written about it. But if the topic has ever been in the news, you’ll likely find it online.

Websites to search include :

• Consumer Reports
• Local news websites
• Other reputable sources

If you know your topic has been in the news for something bad, you can search the topic + the problem.

Although the information may overlap, take keynotes here. See how the problem is affecting consumer opinion. You may even want to take a look at the comments (if there are any) and see what people are saying. It’s coming straight from the lion’s mouth (consumers).

I think many PEST analyses favor numbers too much. We live in a world where anyone with an opinion can be heard, thanks to the internet. And enough of those voices can cause a business to change its policies and products. It can even cause the company to collapse.

So it’s important to search for how consumers feel about your topic too.

Finding Technological Information

This section of the PEST analysis is a bit abstract as well. You’re looking into how new technological advancements has affected your topic positively or negatively. You should also look into what technology your topic uses (currently). And what technology they may want to incorporate.

You may want to look at competitors if your topic is a product or business. See what others are using. And think about why they are.

Press releases

It may be beneficial to search for press releases involving your topic, if possible. If your company is using new technology, they may have announced it through a press release. You can search “company name + press release” or search through these press release websites:

• PR NewsWire
• NPR: National Public Radio

You may also find other information here for the other sections of the PEST analysis. Which is just an overall bonus. If all else fails, check if your topic has a website (unless it’s an industry or country). Discuss how they use social media (if they don’t, then… discuss that too!). In this section, you’re assessing what your topic uses, what it doesn’t, and why.

Putting it all together in a final PEST analysis

You’ll likely have heaps of information at hand. For some it’ll feel like too much — but that’s never the case for a PEST analysis. As you begin to read through each section’s notes, incorporate the most interesting, pressing, or surprising information. If anything overlaps with other sections, include that too.

I write each section of a PEST analysis at a time. I take my notes and create coherent sentences. Sometimes I make a list of the most important points and include them that way. If the section is long, I’ll use subheadings to break up the information.

Work on each section separately. And then if there are overlapping themes, incorporate those in. You may want to use those at the end of each section to connect to the next.

Once you’ve done this, you’ve completed your PEST analysis! Most of the work is in finding the information and making it coherent. The last 10-20 percent is putting it all together. So, once the research phase is done, you’re basically done too!

Understanding PEST Analysis: Taking Action

In conclusion, developing an understanding of what is PEST analysis becomes even more important when a company is about to launch a new business or a new product. In general, when they are about to change something drastically. That’s when all these factors play an important role in determining the feasibility and profitability of the new venture.

Therefore, developing an understanding of PEST analysis is useful for organizations for analyzing and understanding the ground realities of the environment they have to operate in.

Realizing what is PEST and knowing how to take this analysis into consideration, the organization can be in a better position to analyze the challenges, environment, factors, opportunities, restrictions and incentives it faces. In case an organization fails to take into account any one of these factors, it may fail to plan and operate properly.

But don’t PEST analysis stop you. Here are some variations that may come in handy when assessing how the external environment affects an organization:

• STEEP Analysis
• STEEPLED Analysis
• SWOT Analysis

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PESTLE Business Analysis - Template, Free Research Examples, & More

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PESTLE analysis is a powerful tool for a small business to understand the product-launch environment better. Initially, it was called PEST and included political, economic, sociocultural, and technological factors . Later, legal and environmental factors were added, thus creating the PESTEL framework. From this article, you will learn how these external factors can impact an organization.

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PESTLE analysis is a part of strategic management that allows a business to establish goals and identify possible risks.

What Is the PESTLE?

PESTLE analysis (also known as a PESTEL) is an analytical tool used by companies planning to launch a new product or service. It stands for political, economic, social, technological, legal, and environmental factors. The key difference between PESTLE analysis and other tools like SWOT is that the former focuses on the external factors affecting an organization.

In other words, PESTLE analysis provides a bird-eye overview of an environment where a business operates to improve brand positioning and raise productivity.

Why Is PESTLE Analysis Important?

PESTLE business analysis is especially beneficial when launching a new product. It considers customers’ needs, existing competitors, and possible promotion methods. Moreover, PESTLE analysis is the only marketing tool focusing on external factors, making it an essential part of strategic management.

When to Use PESTLE Analysis?

There are numerous situations in which PESTLE analysis can be helpful. For example, companies use it:

• To create a strategic plan for a new business.
• To develop a marketing campaign to promote a new product or service.
• To collect essential information on a business.
• To predict possible changes in the labor market, such as skill gaps and job reductions.
• To establish the company’s vision and mission and identify the core values.

To conduct this type of analysis, use our PESTLE analysis template or follow this step-by-step guide we prepared to help you:

• Know the main categories. PESTLE analysis focuses on political, economic, social, technological, legal, and environmental factors affecting a business. Understanding how they differ is essential before proceeding with the analysis.
• Do your research. If you analyze an existing organization, check out its website, customers’ reviews of the products, and main competitors. To make a PESTLE analysis for a new business, you should look for information and statistics on the target market and industry.
• Visualize your findings. Having collected your data, you should present it in a readable way. You can either use our ready-made template or create a table yourself. Remember to keep it concise and focus on the main points.

For your inspiration, we’ve developed a PESTLE analysis model for 3 big companies: Apple , Amazon , and Starbucks . Check them out!

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Pestel Analysis | Pestel Analysis Guide with Samples and Graphs

1. introduction.

In this article, we will learn how business organizations analyze their external environment by applying a strategic management framework- PESTEL. The article first explains the meaning and purpose of doing PESTEL analysis, and then explains how businesses conduct PESTEL analysis by taking real-world examples.

2. What is PESTEL analysis?

PESTEL analysis is the strategic management framework, used to scan the external environmental forces that shape the overall business environment. PESTEL stands for- political, economic, social, technological, environmental and legal.

3. What is PESTEL analysis in business?

In the business world, the PESTEL analysis is an environment scanning tool that identifies the key political, economic, social, technological, legal and environmental factors that have a profound influence on business.

These environmental factors have varying implications for the business organizations, depending on the intensity and duration of impact.

Some environmental trends could be temporary, and have little impact on business. While, some environmental trends may have long-term implications, and require immediate attention.

4. What is the purpose of PESTEL analysis?

The purpose of PESTEL analysis is to:

Keep the track of external factors that impact the organization, and;

Analyze the drivers of change in strategic business environment, so that;

Timely actions could be taken to leverage the available opportunities, and minimize the external threats.

5. What does a PESTEL analysis do?

PESTEL analysis provides a holistic view about the contextual factors that set the overall business direction.

It helps business organizations in determining the market attractiveness for existing/new products.

It also explains how external environmental factors possibly influence the brand positioning, growth and productivity.

6. What is the PESTEL analysis used for?

PESTEL analysis is used to take well-informed and timely business decisions by understanding the changing external environment.

Following examples explain where and how managers/policymakers use PESTEL analysis while taking important decisions:

Risk analysis- For example, Microsoft decided to scale down operations in Russia after assessing the growing political tensions between home and host country (political factor)

Financial analysis- For example, Costa Coffee adjusted its financial modelling (by revisiting the revenue and profitability growth forecast) based on the rising inflation trends (economic factor)

Strategic planning- For example, Apple decided to reposition itself as an environment-friendly brand after assessing the consumers’ growing environment consciousness (social factor)

Workforce planning- Walmart started investing on the automation after assessing the skilled labor shortage issue (economic and technological factors)

Product development – Apparel brands in colder regions have started adding more summer and spring clothing items after assessing the change in weather conditions (environmental factor)

7. How to do PESTEL analysis?

The business organizations can conduct the PESTEL analysis by:

Scanning the external environment to identify major environmental factors that reside in the company’s political, economic, social, technological and legal environment.

Analyzing implications of each environmental factor for business.

Here we explain each component of PESTEL framework in detail:

7.1. Political factors

1. what are political factors.

Political factors refer to the government decisions and actions that directly or indirectly influence the business. They may include:

Taxation policies

Foreign trade policy

Political conflicts etc.

2. How to do political, environmental analysis?

Assess the political environment stability at the local and international level

Evaluate the government’s policies towards taxation, tariffs, competition and anti-trust regulations etc.

Analyze the impact of government policies on business (both- short and long-term)

3. Political factors- recent real-world examples

The Ukraine-Russia war directly affected the Microsoft. In its support to Ukraine, Microsoft spent around $126 million in scaling down its operations in Russia.

Indian government’s decision to cut corporate tax from 30% to 22% attracted many new manufacturing firms, and made India an investment destination.

7.2. Economic factors

1. what are economic factors.

Economic factors refer to all economic indicators that can directly and/or indirectly influence the short-term and/or long-term business success. Examples include:

Rising production costs due to inflation and labor price increase

Reducing disposable income

Exchange rate volatility

Rising interest rate

2. How to do the economic environmental analysis?

See the economic indicators by visiting websites sharing economic data

Forecast economic growth, and analyze its short and long-term impact on customer behavior

Evaluate the impact of current and forecasted economic growth on overall business performance

3. Economic factors- recent real world examples

Rising inflation and labor costs in China are affecting the profitability of Xiaomi, as its production cost has increased over time.

In response to the rising inflation, Costa Coffee has increased its prices twice in a single year, from £2.95 to £3.30.

7.3. Social factors

1. what are social factors.

Social factors refer to the demographic factors, consumer attitude and opinions, their buying patterns, living standards, religious and ethnic trends, and socio-cultural changes that influence the business performance. Some examples of social factors are:

Growing health consciousness

Growing culture of sharing life events over social media

Changing age distribution

Growing preferences for work-life balance

2. How to conduct social environmental analysis?

Spend on customer, competitor and market research to capture changing social trends.

Look at the changing demographics, forecast population growth, and interact with consumers to analyze the possible change in their attitude.

3. Social factors- recent real life examples

Considering the growing ‘vegan’ trend in society, Costa Coffee is planning to expand plant-based options in its menu to capture this opportunity.

As the proportion of youth is growing, it is compelling Marriott to reinvent itself to match the preferences, interests and spirit of young travelers.

7.4. Technological factors

1. what are technological factors.

Technological factors refer the manufacturing techniques, and marketing, logistics and e-commerce technologies. These factors influence how businesses produce, sell products, and interact with the stakeholders.

Some examples of technological factors that are currently shaping the business environment are:

Artificial intelligence, automation and robotics

R&D on tech innovations

Collaborations for technology transfer

Technology infrastructure etc.

Laws regulating cybercrimes

2. How to conduct the technological environment analysis?

Keep an eye on emerging disruptive technologies

Evaluate what competitors are doing, where they are investing and why

Conduct a cost-benefit analysis of emerging technologies

Analyze the potential long-term consequences of adopting/not adopting a particular technology

Evaluate the laws governing the use of a particular technology

3. Technological factors- recent real life examples

In 2021, the US government spent $157 billion on R&D to accelerate innovation in the tech sector. The government aims to increase the budget by 9% in the coming years .

Marriot plans to deploy the robots to reduce the costs, and reimagine the guest experience.

7.5. Environmental factors

1. what are environmental factors.

The environmental factors refer to the physical conditions in which the business organizations operate. It may include:

Weather patterns

Air, land and water pollution level

Industrial waste

Hazardous chemicals

2. How to conduct environmental analysis?

Business organizations need to evaluate:

Physical environment to identify the potential threats

Impact of weather changes on production, sales and logistics

Environmental regulations related to the use of natural resources, pollution, emissions and other factors that could harm the natural environment

3. Environmental factors- real life examples

Unilever has set world’s most ambitious sustainability goals. In order to protect the environment, Unilever aims to cut emissions to zero level, both from its own, and from its suppliers’ operations by 2039- Bloomberg reports.

In 2017, Volkswagen paid $2.8 billion fine for cheating on government emission tests- as reported by Wall Street Journal .

7.6. Legal factors

1. what are legal factors.

Legal factors refer to how legislations could influence certain business areas. Some common legal factors that directly influence the business organizations are:

Intellectual property law

Health and safety law

Consumer protection law

Legislations related to employee rights

Legislations related to imports/exports and taxation etc.

2. How to conduct legal, environmental analysis?

Carefully study and understand the laws and regulations governing the primary and secondary industries in which business organizations operate.

International businesses have to understand and comply with the different legislations around the world to comply with the law.

Inability to conduct ‘legal’ analysis can result into expensive and reputation-damaging lawsuits.

3. Legal factors-recent real life examples

Strict data privacy laws are making the business environment tough for smartphone manufacturers, like Xiaomi and Apple. Xiaomi faces intense criticism for violating privacy law. Apple is facing a third class action privacy lawsuit in a row.

Anti-trust laws inhibit the monopoly. In 2020, Google faced a civil lawsuit for monopolizing the search advertising.

Intellectual property law protects the businesses from patent infringements. Recently, Netflix faced a patent infringement lawsuit for using the Broadcom’s music.

After exploring ‘how to do PESTEL analysis’, now let’s discover how PESTEL analysis could be applied in a real business environment.

8. PESTEL analysis examples

Here are some real world PESTEL analysis examples:

8.1. PESTEL analysis of social media industry

Let’s choose the social media industry as an example of a PESTEL analysis:

1. Political factors

Political conflicts (like US-China, US-Russia, and US- North Korea) result into the ban on various social networking sites.

Social networking sites are criticized for not controlling fake news about political parties during election campaigns.

Overall, unstable political environment imposes a major threat to social media industry.

2. Economic factors

Social networking sites are free for users around the globe. Therefore, the economic downturn imposes little impact on social media use. Economic inactivity rather boosts the use of social media, as people have more time to spend on social networking sites.

Following graph shows the additional time that people spent on different social networking sites during the pandemic:

Source: Statista

But, the economic downturn during the pandemic forced the companies to cut their marketing budgets. It directly hurt the social media ad revenue.

Following graph shows the advertising cut by different countries during the pandemic:

Source: World Economic Forum

Overall, the economic downturn, and resultant reduced spending on marketing threatens the industry by reducing its ad revenue.

3. Social factors

Tech savvy consumers love spending time on social media. Considering this behavioral shift, companies are now increasing the proportion of digital marketing in the overall marketing budget.

Following graph shows the increase on digital marketing spending from 2021 to 2026:

Source: Oberlo

Shift to digital marketing increases the ad revenue of industry players.

Growing Gen Z has a global mindset. These tech-savvy, globally connected users use multiple information channels, and spend more time on social media.

But, rising anti-social media sentiments impose a threat to the industry. The problematic use of social media negatively affects the mental health. Growing awareness about the dark side of social media could hurt the global social media industry.

Despite the negative sentiments, the overall social environment presents growth opportunities to the social media industry.

4. Technological factors

Emergence of technologies like augmented reality, AI and virtual reality are revolutionizing the social media industry.

Growing popularity of gaming, videos and social messaging accelerates the industry growth.

The technological development presents an opportunity to bring innovation, and target tech-savvy customers by investing on new technologies.

5. Environmental factors

Stringent environment protection regulations affect the social media industry, as social media players are induced to comply with the environment regulations.

The manufacturing of internet routers and related technologies lacks the sustainability element.

The industry faces criticism for harming the environment.

Overall, the environmental factors impose a threat to the industry, and compel players to integrate sustainability in their business operations.

6. Legal factors

The social media users are increasingly concerned about the data privacy

Data protection regulations are compelling social networking sites to comply with the law

Inability to comply with the data protection regulations increase the risk of expensive, reputation-damaging lawsuits

Overall, the strict legal environment imposes threat to the social media industry.

PESTEL summary- social media industry

Table 1- PESTEL analysis of social media industry

Here is another PESTEL analysis example.

8.2. PESTEL analysis for amazon

Growing political tensions affect the Amazon. Like recently, Amazon had to close its operations in China, and faced $200,000 fine in Russia for failing to delete an account that Russian government deemed illegal- reported by Reuters .

Government’s growing support for e-commerce facilitates the Amazon expansion

The strict actions taken by the government against cybercrimes support the Amazon by reviving the customers’ trust.

Despite political tensions, the overall, political environment present opportunities to Amazon.

Fast E-commerce growth in developing world regions present growth opportunity to Amazon:

People’s disposable income is rising, which means they have more money to spend on online shopping.

Rising labor costs are affecting the Amazon’s profitability.

Overall, the economic environment presents both- threats and opportunities to Amazon.

Consumers’ preferences for online shopping are growing, as depicted in the following graph:

Source: Pew Research Center

Changing lifestyles, rising consumerism and growing internet penetration in developing countries encourage people to spend more on online shopping

Overall, social environment presents growth opportunity to the Amazon.

Emergence of new technologies (like AI and virtual reality) is optimizing the online shopping experience of Amazon consumers

Quick technology development compels Amazon to increase R&D expenditure to stay ahead of the competition

Technological development, and the resultant emergence of online shopping platforms has intensified the competition for Amazon.

Overall, technological environment presents both- opportunity (optimize user experience) and threat (increase R&D, growing competition) to Amazon

Growing environment consciousness encourages customers to shop online, which favors Amazon.

Despite being an e-commerce platform, Amazon is still under pressure to reduce traffic-related emissions, and responsibly handle its logistics operations.

Environmental factors raise sustainability pressure, but Amazon is taking it as an opportunity to build a responsible brand image.

The employee health and safety regulations are getting strict. Recently, Amazon was fined $60,000 for failing to ensure the workers safety.

Amazon also paid a heavy fine of $135,000 for selling products in sanctioned countries.

Overall, a strict legal environment imposes threat to Amazon.

PESTEL summary- Amazon

Table 2- PESTEL analysis for Amazon

Above two examples show how companies can apply the PESTEL framework to understand the macro business environment.

For further practice, you can choose any company and apply PESTEL framework on it. You can download the free PESTEL analysis template from here .

Here, it is important to note that the PESTEL framework is not without limitations. To know about PESTEL advantages and disadvantages, read the next section.

9. Advantages and disadvantages of PESTEL analysis

10. conclusion.

To sum up, PESTEL is a useful strategic management tool that businesses use to analyze their external environment. Despite some limitations, the framework provides a holistic view, and helps policy makers, senior management and marketers in making more well-informed decisions.

11. Works cited

https://www.cnn.com/2022/07/26/tech/microsoft-earnings/index.html

https://m.economictimes.com/news/economy/policy/corporate-tax-cut-makes-india-an-investment-destination-to-attract-foreign-firms-to-set-up-units-fm/articleshow/71246759.cms

https://www.plymouthherald.co.uk/whats-on/food-drink/costa-coffee-angry-customers-threaten-7170240#:~:text=Costa%20Coffee%20has%20increased%20its,cost%20of%20living%20crisis%20continues.

https://www.whitehouse.gov/wp-content/uploads/2021/05/ap_14_research_fy22.pdf

https://www.bloomberg.com/news/articles/2020-06-14/unilever-to-cut-emissions-to-zero-by-2039-adopt-carbon-labeling#:~:text=Unilever%20NV%20is%20releasing%20a,of%20its%20suppliers%20by%202039.

https://www.wsj.com/articles/judge-slaps-vw-with-2-8-billion-criminal-fine-in-emissions-fraud-1492789096

https://www.statista.com/statistics/1116148/more-time-spent-social-media-platforms-users-usa-coronavirus/

https://www.weforum.org/agenda/2020/06/coronavirus-advertising-marketing-covid19-pandemic-business/

https://www.oberlo.com/statistics/digital-ad-spend

https://www.reuters.com/technology/amazon-faces-fines-up-200000-russia-over-banned-content-agencies-2022-10-04/

https://www.weforum.org/agenda/2021/09/e-commerce-fast-growth-online-sales-china-europe-america/

https://www.pewresearch.org/internet/2016/12/19/online-shopping-and-purchasing-preferences/

https://www.reuters.com/legal/litigation/amazon-faces-new-round-penalties-worker-safety-violations-2023-02-01/

https://www.forbes.com/sites/siladityaray/2020/07/09/amazon-agrees-to-pay-135000-in-settlement-for-violating-us-sanctions/

https://app.conceptboard.com/board/6qmo-3ec3-e8bk-m983-eo0b

Warning! This article is only an example and cannot be used for research or reference purposes. If you need help with something similar, please submit your details here .

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IKEA’s PESTLE Analysis Essay

Introduction, reference list.

Starting the analysis of IKEA, it is critical to investigate the sector in which it works, its basic peculiarities, competitors, and characteristics of the target audience. First of all, the brand can be characterized as a multinational group that designs, manufactures, and sells ready-to-assemble furniture, home accessories, kitchen appliances, and other goods that can be used to decorate or improve dwellings ( Vision and business idea n.d.). At the moment, IKEA holds leading positions in the world as the major furniture retailer, and the tendency preserves in the UK because of the popularity and recognizable image of the organization. It is focused on young and fashionable consumers who follow modern trends and will buy offered products ( Vision and business idea n.d.). The focus on this target audience presupposes the adherence to a particular model and stylistics to preserve the high level of interest towards the proposed goods.

To better understand the current position of IKEA, PESTLE analysis should be performed as it provides an opportunity to consider multiple factors impacting the firm at the moment (Berry 2015).

The political factor should be considered a significant force affecting the further development of the brand. The fact is that IKEA is a global company that functions in many states across the world. For this reason, to remain within the legal environment of the UK, it has to consider the existing taxation rules and demands to companies that are accepted in the country (Gamble, Peteraf & Thompson 2018). At the same time, export, import, and other significant laws should be taken into account. Nevertheless, at the moment, there are no significant barriers in the country that might have a negative impact on the further evolution of IKEA as it acts in accordance with the regulations established by the UK government. The stability of the state and its laws can serve as a beneficial factor promoting the further improvement of the brand’s position in the area.

IKEA has to consider the current economic showings of the state in which it wants to operate, such as economic growth, inflation rates, stability, unemployment, and individuals’ income. For this reason, it’s functioning in the UK can be taken as a desired option because of the reliability of the state’s economy. At the moment, it is one of the world’s most effective models characterized by high trustworthiness, stability, and interest (Evans 2019). The currency, Libra, is also recognized as a potent financial tool that can be used at the international level (Venkataraman & Pinto 2017). Citizens of the UK have a stable and comparatively high income, which means that their bargaining power increases. That is why the given factor should be considered beneficial for the future success of the brand.

This aspect represents current values and demographic characteristics of the population that impacts their decision-making and buying preferences. Analyzing this factor, one can observe the beneficial situation for IKEA’s development. Today, people in the UK are conscious of a particular lifestyle that will emphasize their individuality and specific attitude to decoration (Evans 2019). For this reason, the popularity of the brand in the country remains high and even increases. IKEA meets the current demands of community members for unusual, creative, bright, and affordable furniture that will help to self-actualize and make dwellings look unique. That is why the firm’s marketers can succeed in attracting new populations and increasing sales by emphasizing the ability to adhere to a particular lifestyle when buying IKEA’s goods, appliances, or other products (Kotler, Kartajaya & Setiawan 2016).

Technological

IKEA recognizes the critical importance of technological factors for its performance and success. As it has already been stated, it is focused on the promotion of its products among the representatives of the young generation who appreciate unusual and innovative solutions. For this reason, the company invests a significant amount of its funds in the development of technology incentives that would help to create new products looking even more attractive to the youth because of the combination of various aspects (Inter Ikea Group 2018). Additionally, IKEA constantly launches new lines that combine the freshest perspectives on design, furniture, and sustainability with the primary aim to meet the diverse demands of its customers. For this reason, technology can be considered a facilitator of the brand’s further evolution.

There are several issues that IKEA should monitor to avoid the emergence of legal claims. First of all, it should create appropriate working conditions for employees belonging to facilities placed in the UK to ensure that they meet the existing demands (Inter Ikea Group 2018). The brand emphasizes the fact that no child labor or any other illegal forms of exploitation are utilized, which means that there are no discrimination or employment laws that can be associated with its functioning and further development.

Environmental

IKEA also tries to achieve high sustainability levels. In accordance with its reports, the company uses only safe and clear raw materials to create its products ( IKEA facts and figures 2018). It means the absence of possible claims regarding the deterioration of clients’ health. At the same time, the brand invests in the development of renewable energy in poorer nations to meet their demands for it (Inter Ikea Group 2018). Creating solar and wind panels, the company wants to replace traditional sources with renewable ones, which becomes critical regarding the increased demands for sustainability. These factors show the focus on the promotion of various environmentally friendly approaches that improve the brand’s image globally and contribute to its becoming a leader in this sphere (Kotler & Armstrong 2015).

In such a way, the given PESTLE analysis shows that the position of IKEA in the UK remains stable. It apparently possesses a particular competitive advantage over its rivals because of the absence of certain negative factors that might limit its further development and evolution (Kotler & Keller 2015). For this reason, one can predict the future empowerment of the firm and its dominance in the selected market segment.

Berry, E 2015, Pestle analysis essentials , CreateSpace Independent Publishing Platform, New York, NY.

Evans, I 2019, ‘UK consumer behavior: what do the British want?’ , WordBank , Web.

Gamble, J, Peteraf, M & Thompson, A 2018, Essentials of strategic management: the quest for competitive advantage , McGraw Hill Education, New York, NY.

IKEA facts and figures 2018, Web.

Inter Ikea Group 2018, Inter IKEA Group financial summary FY18 , Web.

Kotler, P & Armstrong, G 2015, Principles of marketing , 16th edn, Pearson, New York, NY.

Kotler, P, Kartajaya, H & Setiawan, I 2016, Marketing 4.0: moving from traditional to digital , Wiley, Hoboken, NJ.

Kotler, P & Keller, K 2015, Marketing management , 14th edn, Pearson, New York, NY.

Venkataraman, R & Pinto, J 2017, Operations management: managing global supply chains , SAGE Publications, Boca Raton, FL.

Vision and business idea n.d., Web.

• Chicago (A-D)
• Chicago (N-B)

IvyPanda. (2024, February 25). IKEA’s PESTLE Analysis. https://ivypanda.com/essays/ikeas-pestle-analysis/

"IKEA’s PESTLE Analysis." IvyPanda , 25 Feb. 2024, ivypanda.com/essays/ikeas-pestle-analysis/.

IvyPanda . (2024) 'IKEA’s PESTLE Analysis'. 25 February.

IvyPanda . 2024. "IKEA’s PESTLE Analysis." February 25, 2024. https://ivypanda.com/essays/ikeas-pestle-analysis/.

1. IvyPanda . "IKEA’s PESTLE Analysis." February 25, 2024. https://ivypanda.com/essays/ikeas-pestle-analysis/.

Bibliography

IvyPanda . "IKEA’s PESTLE Analysis." February 25, 2024. https://ivypanda.com/essays/ikeas-pestle-analysis/.

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Every organization is subject to internal and external forces that have the capacity to shape its fate. Recognizing these forces, analyzing their impacts, and developing an effective response to them is essential if an organization is to achieve success and longevity. It can be difficult to navigate through a maze of factors. Fortunately, there are useful tools that a company can utilize, one of which is the PESTLE analysis.

PESTLE analysis is one of the most commonly used tools in business analysis. It is intended to analyze the business environment by looking at various factors that may affect the organization, its operations, or its products and services. PESTLE stands for Political, Economic, Social, Technological, Legal, and Environmental. All these are dimensions of the environment in which a company or business operates.

PESTLE analysis can be considered as similar to the analysis of external factors under SWOT analysis, but it is utilized for a more comprehensive, in-depth, and organized survey by looking at the six distinct dimensions. Hence, if you already know how to conduct a SWOT analysis , then you already have some knowledge of conducting a PESTLE analysis. Note that PESTLE analysis is distinct from other analytical tools and models like the marketing mix , business model canvas , or Porter’s Five Forces .

PESTLE analysis can be performed for a variety of reasons, such as when a company seeks to launch its products or services in a new market, conduct market segmentation , or establish operations in a foreign country. In order to know how to conduct PESTLE analysis, it is important to be familiar with the scope of each dimension.

Political factors refer to the extent to which a government and its actions can affect the business or the industry. Governments often assume the responsibility of regulating or overseeing industries, and thus policies can affect an organization in various ways. For instance, policies on taxation, tariffs, labor, and trade restrictions can impact an organization’s performance.

But more than just its policies, a government’s character and stability also have an effect on a company. For example, massive corruption, political instability, and a weak government are typically not conducive for business operations. Policies a government also implements can attract or drive away investors. When analyzing political factors, some questions that you may ask are:

• What is the current political situation? Is it stable or is it unstable?
• Does the government uphold the rule of law? Is there corruption?
• Are there any possible dramatic shifts in the government in the foreseeable future?
• What is the government’s attitude towards foreign businesses and investors?
• Are there current or pending laws that will significantly affect the industry?

Economic factors refer to the features of the economic performance of a country that impact an organization. In general, excellent economic performance often means good prospects for a company, whereas economic downturns can be detrimental to an organization. But this is not always the case. Even countries that are not as economically advanced as others can offer certain advantages.

Some factors to consider are economic growth rate, exchange rates, interest rates, rate of inflation, unemployment rates, and the economic profile of the population including disposable incomes. For example, the purchasing power of consumers will certainly have an effect on the profitability of a company. Some questions to ask when analyzing economic factors are:

• Is the economy stable or unstable? Is it growing or shrinking?
• Are exchange rates constant or are there considerable fluctuations?
• What is the country’s employment rate? How do wages compare to other places?
• What is the level of disposable income?
• How is the economic performance in the past years?

Social factors refer to the demographic characteristics as well as cultural beliefs and practices of the population. For instance, demographics include age distribution, income distribution, health profile, and population growth rate. Meanwhile, cultural beliefs and practices include values, norms, customs, religion, cultural identity , and even lifestyle trends.

Social factors can have a significant impact on businesses. For example, a young, college-educated , and skilled population can be advantageous for a company looking for a dynamic and talented workforce. Meanwhile, a country with a high percentage of wealthy citizens can be an excellent market for luxury goods. Some questions to consider when analyzing social factors include:

• What are the growth rate and age distribution of the population?
• What is the population’s level of health and education?
• What are social beliefs and practices that can affect your business?
• How will the population’s lifestyle affect your products and services?
• What are your target market’s attitudes and perceptions toward your product and services?

Technological factors are changes and innovations in technology that may impact your business. Technology undergoes constant transformation, and such shifts may be advantageous or detrimental to your organization. These factors include research and development, the emergence of new technologies , and technological awareness of the market. When analyzing technological factors, consider the following questions:

• Are there new technologies that you can use to improve your operations?  
• Are there new technologies that you can use to enhance communication with your market?
• Are there new methods for producing and delivering products and services?
• How can you better leverage research and development to gain advantages?
• What technologies are you using that are becoming obsolete?

While this dimension sometimes overlaps with the political dimension, legal factors focus more on laws and legislation affecting your business and industry. Some of the factors that fall under this dimension are safety standards, consumer rights, advertising standards, labor laws, and regulatory policies. For example, advertising standards can affect how you market your products and services. Some questions to consider when conducting legal analysis:

• What laws, legislation, or regulations apply to your organization?
• Are you complying with these laws and policies?
• Do these help or hinder your operations?
• Are there any pending laws or legislation that can significantly alter the way you conduct business?
• Do you have a good understanding of laws, legislation, or regulations if you are conducting business in a foreign market?

The environmental dimension involves factors that relate to geography, climate, and natural resources. Environmental factors have become more crucial over the past few decades as businesses became more keenly aware of the impact operations and consumption have on the planet. In particular, the rise of climate change, concerns over the future of the greenhouse effect , and the emergence of a more ecologically conscious society have driven businesses to integrate this dimension.

Many companies today practice corporate social responsibility in response to consumers’ demands for social and environmental accountability. Furthermore, consumers today especially the younger generations are more likely to patronize businesses that integrate practices that help save the environment . Some questions to consider when conducting environmental analysis:

• How does the geographical location affect your business?
• Are there climate conditions that can adversely impact your operations?
• Are there environmental laws that regulate your ecological footprint?
• Are your organization’s practices ethical and sustainable?
• What are your target market’s attitudes and perceptions towards ethical and sustainable production/consumption?

Because of its wide scope and in-depth focus on the six dimensions of the external environment, PESTLE analysis can be utilized by different types of industries and applied to a wide range of activities. This tool is especially useful when a company seeks to expand market penetration and or operations in foreign countries. Some of the situations where PESTLE analysis best applies include the following:

• Analyzing the current environment . Conducting PESTLE analysis is an excellent way to assess an organization’s status in relation to the current environment. The external environment is dynamic and constantly shifting. This means that forces can be favorable one moment but detrimental the next. As such, performing this analysis in a timely manner will help an organization determine its general health in light of prevailing trends in the environment.
• Launching products and services in foreign markets . Penetrating a foreign market poses inherent risks. After all, not all markets share the need for the same products and services. Conducting PESTLE analysis, therefore, allows organizations to determine if introducing new products and services will succeed or fail in a foreign market.
• Establishing operations in foreign countries . Moving operations to foreign countries is a prominent trend in the globalized world. But before moving operations, an organization needs to find out if the host country’s conditions are favorable. For instance, a country that has poor telecommunications infrastructure is a poor choice for an organization whose operations rely on this technology.

These are just a few of the situations where PESTLE analysis applies best. What makes this tool advantageous is that it can be used by almost every organization, from small non-profits to large multinationals. Nevertheless, this tool is most often used by companies that have a presence in various markets and deal with products and services.

PESTLE analysis presents a number of advantages over other analytical tools. It is important to note that this tool serves a different purpose compared to others, so comparing it to others can get a little tricky. But there are other tools that are similar to some degree. So, what makes this tool advantageous? Here are some of the great things about PESTLE analysis:

• Simple . The main advantage of this tool is that it is simple and therefore easy to use. This tool categorizes data into six dimensions and thus provides a convenient framework when analyzing the external environment. It does not involve overly complicated processes, which makes it scalable. Any organization of any size, industry, and nature can use this tool.
• Comprehensive . Another advantage of PESTLE analysis is that it is comprehensive. Compared to SWOT analysis, this tool goes beyond detecting simple threats and opportunities; instead, it organizes data according to dimensions, thus giving an organization a bigger and more coherent picture.
• Encourages strategizing . This tool is also excellent because it encourages strategizing. Many organizations decline on account of failing to respond to environmental factors. As PESTLE analysis is all about knowing the external environment, it prompts an organization to be proactive rather than merely reactive.

Though this tool has its advantages, it also has limitations. While PESTLE analysis is great for assessing an organization’s status in relation to the conditions that affect its trajectory, it is important to know its limitations and drawbacks in order to use it appropriately. Some of this tool’s drawbacks include the following:

• Limited to the external environment . The main disadvantage of PESTLE analysis is its focus on the external environment. This tool looks into how outside forces affect an organization, but not in the internal factors that also affect performance. Hence, it is important to use other tools that focus on internal factors such as SWOT analysis.
• Too much data can lead to paralysis . As PESTLE analysis is very comprehensive, organizations conducting it can expect to unearth massive amounts of data. But processing too much data may prevent an organization from moving forward and making decisions. This situation is known as analysis paralysis.
• Resource-intensive . As noted earlier, the external environment is ever-changing, thus requiring organizations to conduct PESTLE analysis repeatedly in response to shifts in the situation. Performing this analysis at regular intervals requires a lot of resources including time, talent, and financial input.

Although PESTLE analysis is a great way to determine the status of an organization and come up with strategies, it is not a perfect tool. Its advantages include simplicity, comprehensiveness, and proactivity. On the other hand, it only deals with the external environment, carries the risk of analysis paralysis, and requires a lot of resources. This tool can be optimized by using it in conjunction with other tools.

Find a sample of PESTLE Analysis here .

While PESTLE analysis is most commonly conducted by companies, it is never too early to learn how to do it. In fact, using this tool begins in school. Students who major in business, management, and finance as well as students taking master’s in business administration (MBA) regularly encounter this project. But in this hectic world, most students have trouble completing this project on their own, hence the need for firms like CustomEssayMeister .

As a top custom writing firm, CustomEssayMeister has hundreds of expert writers who can provide you with solid business papers including PESTLE analysis. But more than that, our writers also specialize in other analytical tools like SWOT analysis, Porter’s Five Forces, BCG analysis, and marketing mix. Get the best value for your money by ordering your business papers at CustomEssayMeister. Just let us know what you want and we'll give you the help you need.

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Home Essay Examples Business Tesco

Tesco: Pestle Analysis

• Category Business
• Subcategory Corporation
• Topic Tesco

Introduction

Tesco is one of the leading UK retailers with operations in over 12 countries around the globe (Fatricia, 2017). Tesco started its operations in 1924 as a London based vegetable stall. Today, it has expanded to be the biggest supermarket in the UK, with the most massive superstores dealing with a variety of retail products and services, from food, hardware products, to insurance and finance services(Tesco, 2020). Globally Tesco is ranked the second-largest retailer after Walmart in terms of market share and profitability. This essay examines how Tesco supermarkets are governed and how the external environment impacts their business operations.

How Tesco Plc Is Governed and Management Structure

Like many supermarkets chains in the UK and across the globe, Tesco follows a hierarchical organizational structure (Meng, 2020). In this organization structure, all the company’s critical positions are divided into different segments, which ensure a smooth flow of operations across all their business premises. At the top of this structure are vital managers and leaders who have supreme authority and responsibilities.

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At the top of Tesco’s leadership is the Tesco board. The board is composed of 10 members who include the chairman of the board, the CEO, Chief financial officers, and four non-executive directors. Below the Tesco PLC Board are five committees. These committees include the audit committee, the corporate responsibility committee, the nominations committee, the remuneration committee, and the disclosure committee. The committee plus the board have the most significant responsibility and authority overall operations of the company around the globe. This top-level management performs supervisory roles and takes all critical decisions as to the functioning of the business. These managers also represent the company in major national and international market activities.

Beside this holistic approach to the management of the organization, Tesco organization has another structure at regional and store level. This is also referred to as the mediate level. It is the link between the top-level managers and the ground staff. The vice presidents and other managers are found on this level. They coordinate activities between these two levels and perform essential operations functions such as human resource management, marketing, and personal relations.

The last level at Tesco management is the base level. At the top of this structure is the regional manager. The regional managers are responsible for making key decisions regarding the stores located in their regions. Below him is the store manager. The store manager receives reports from three key personnel: the food trading manager, the non-food trading manager, and the personnel manager. Each of these managers also controls another set of managers; for instance, there are fresh food section manager and ambient food section managers who report directly to the food trading manager. On the other hand, the electrical section manager and the clothing section managers’ report to the non-food trading managers.

One of the critical reasons why Tesco has adopted this structure is that it is large and has several layers within its operations (Meng, 2020). Thus the organization opted to use a functional structure that focuses on different departments in their business operations. Besides, this structure is based on function as opposed to individual store locations. Secondly, since the company has operations across various countries around the globe, it would have been different for one person to monitor and control all activities. Thus, the hierarchical structure helps the company manage various departments and stores, but it also helps them handle different people differently across different countries and cultures.

Furthermore, Tesco has an elaborate purpose and vision it seeks to achieve-‘to serve shoppers a little better every day.’ hence it is crucial to have the best care for customers in all stores it operates. The hierarchal structure helps the company to achieve this goal.

Importance of Carrying Out Pestle Analysis

Pestle analysis is a tool used by business managers and experts to monitor and analyze the external environment factors that impact a given organization (Morrison, 2020). PESTLE is an acronym for the political, economic, social, technological, environmental, and legal factors that influence business operations. According to Morrison (2020) conducting a PESTLE analysis is an essential process that helps marketers to identify threats and opportunities. Besides, scholars agree that it is crucial to perform this analysis before venturing into any market. Similarly, if you have an existing business, the review is significant in conducting the SWOT analysis. As a result, the PESTLE framework is strategic planning, a tool that helps managers to reduce business threats in their market. The importance of conducting a PESTLE analysis range from the idea phase, product launch, product development, marketing strategies to increasing success.

One of the key importance of conducting a PESTLE analysis is the cost-effectiveness associated with the analysis (Boddy, 2016). The only significant costs associated with this analysis are the time. This analysis can be completed through a simple organization of data and collection of responses from stakeholders. Simply put, the PESTLE analysis is a straightforward analysis where the amount of research and resources needed to conduct this analysis is optional. Besides, anyone in the organization can do the PESTLE analysis.

Another significant importance of the PESTLE analysis is that it helps the organization to have a deeper understanding of the external environment in which they are doing business (Boddy, 2016). Without this analysis, the environmental factors that directly or indirectly affect organization success might go unnoticed. For instance, a pharmaceutical company trying to develop a vaccine or drug for COVID 19 may overlook other safety and consumer laws while pushing to develop its drug. Such a company may also neglect the technological changes and barriers that consumers face in less developed countries compared to consumers in developed countries. Similarly, some organizations have developed products that thrive in one market but fail miserably when exported to other markets. Thus, the PESTLE analyses help managers understand different influential factors that can affect the success of any product launched in the market. Consequently, it encourages the development of strategic thinking for a deeper and holistic understanding of the business environment.

The PESTLE analysis has proved to be an essential tool for analyzing specific products in a given market segment. Even though many firms used this analysis to analyze the entire organization, it can also be used to analyze particular products. This analysis can be used to analyze customer relationships as well as marketing plans. This narrowing of the analysis can raise alertness and awareness of the potential opportunities and threats within and outside the external organizational environment. For instance, the PESTLE analysis can be sued to tell whether there is an existing competitor, potential /upcoming competitors, or whether there are other products within the organization that may provide threats or opportunities for the organization or specific products. For instance, an organization may look into projections for population increase that can be used to develop products that meet certain age segments effectively. With the PESTLE analysis, a business can thoroughly examine changes and create new strategies to maximize profits. Without this analysis, the organization may be gearing to existing threats within their market segment.

Most of the business opportunities are found in the external environment. Thus an organization may use the external analysis to exploit and strengthen the firm’s operations. For instance, today, most business organizations are concerned with the changes in technology and social trends. As such, most of the organization has integrated social media channels in marketing and communication strategies. Today social media platforms such as Twitter, Facebook, and Instagram have become an essential tool for business communication and marketing campaigns. Thus social and technological changes have emerged as opportunities to expand and increase their sales revenues. Many organizations have used this tool to build marketing campaigns and reach out to new customers. A robust external analysis allows the business to convert the external environment to the customer before competitors do. However, as Morrison (2020) points out, it is crucial to understand your reason before conducting any PESTLE analysis activity. You should be able to understand the target audience or the product which you would like to increase.

TESCO PESTLE Analysis

Political factors.

Tesco headquarters are in the UK. Besides the company, major operations and supermarkets are found in the UK. Needle (2015) posits that businesses must comply with various legislation that ensures the smooth functioning and safety of their operations. As Tesco operates across multiple jurisdictions across the UK and Europe, it needs to keep up with the changing political landscape. Tesco also has to analyze the political stability of any country it is operating since the more stable the political landscape; the more opportunities are available for Tesco to exploit. One of the critical political activities that have impacted Tesco’s operations is the Brexit. The new regulations that will come after Brexit are formalized will have a significant impact on the business operation and the sales of the revenues. As such, Tesco should be ready to analyze the Brexit regulations and identify potential threats and opportunities. Similarly, the tensions between China and the United States have a significant impact on the organization’s operations. The trade tensions between these two superpowers have affected the regulations regarding the products and services emanating from these markets. Besides the changes in tax policies among the two countries and elsewhere where Tesco operates significantly affects the profitability of its stores.

Economic Factors

There are numerous factors that play a significant role in the consumption of the products and services that Tesco deals with. As a result, Tesco has to analyze the trends in the economic changes in every country that it operates. These factors have a considerable impact on the sales revenues, product distribution, and the overall profitability of the stores(Needle,2015). For instance, the company keeps a keen eye on the various changes in tax policies to leverage the same for its future success. However, despite its global presence, Tesco largely depends on the UK market segment for a significant share of its profits. Thus any changes in the UK economy will have a massive impact on the profitability of the company. For instance, the economic changes will affect how the company prices its commodities and how it delivers its products and services to the consumers. The additional costs associated with the changes in the economy will be transferred to the consumers. Thus Tesco largely depends on the inflation index to price its commodities. On the other hand, the sales volumes largely depend on the disposable income in the countries it operates.

Social Factors

According to Fatricia( 2017) social factors have played an instrumental role in the business strategies at Tesco supermarkets. Due to the current social changes and, people prefer buying products in one go and based on social trends. Through the analysis of the social factors, the company has switched from a retailer of food items to cum non-food model where it stocks a variety of both food and non-food items. The company has also realized that various consumers’ products and services are demands based on societal influence. Hence the choice of products and services depends on different cultural and social factors with which the store is located.

Tesco has been monitoring the changes and trends in society and the culture of its consumers for ages. Through this analysis, the company has managed to design stores, products, and services that meet these changing needs. Since most of the stores are located in urban and cosmopolitan areas, Tesco has realized that to beat competitors across the UK; it needs to provide consumers with sufficient products and services to choose from. Similarly, over the recent past, most of the UK consumers have shifted towards organic products, and the company has managed to capture its customer base by changing its attitude towards promoting social activities and healthy living through eating organic products. Corporate social responsibility, which has been linked to many organizations’ success, has become an integral part of Tesco competitive strategy. Today, Tesco hires locals in a move aimed at benefiting society(Tesco, 2020).

Technological factors

Over the last decade, there have been numerous technological changes in the retail and manufacturing sector. According to Rosnizam et al., (2020) these changes have affected how businesses such as Tesco are conducting their activities. Tesco has realized that it is essential to keep up with the changes in technology for it to become relevant and competitive in the retail sectors. Consequently, the company has been experimenting with various retailing aspects and has achieved significant success in many stores. For instance, the company has been operating an online store where customers can order products and get their products delivered at their doorsteps. Today over 40% of its customers shop online (Rosnizam et al., 2020). Tesco has also partnered with another giant in the industry, Amazon, to create the Amazon Go, a cashier-less billing technology that is likely to revolutionize the retail industry. Through this technology, the company aims to reduce the long ques in most of its supermarkets, which will make shopping to be less time-consuming.

Legal factors

Any changes in laws and regulations regarding trade and industry will significantly impact Tesco operations. Thus, the company needs to follow all the laws and government policies to smoothly and conveniently meet the client’s needs.

Government department such as food retailing commission has laid down various rules and regulation that all retailers must follow by all industry players. Besides, Tesco has to adhere to labor laws, including equal pay, gender, race, and ethnicity issues.

Environmental Factors

Tesco is involved in various environmental initiatives. The main aim of these initiatives is to comply with the government regulations on environmental protection and create a more sustainable business venture (Tesco, 2020). For instance, the company is involved in various activities aimed at reducing and removing all non-recyclable materials in the supply chain (Evan and Mason, 2018). The company has also ensured that it is engaged in sustainable sourcing of its products which adheres to a zero-tolerance policy on pollution and illegal sourcing of raw materials (Evan and Mason, 2018).

In conclusion, the PESTLE analyses of Tesco PLC showcase the various external factors that impact its business operations. This analysis helps the company and other interested parties evaluate the brand’s external business factors and some of its major products and services.

Bibliography

• Boddy, D. (2016) Management an Introduction, (7th edition), Pearson Press
• Evans, B. and Mason, R., 2018. The lean supply chain: managing the challenge at Tesco. Kogan Page Publishers.
• Fatricia, R.S., 2017. Strategic Analysis of Tesco Supermarket. Jurnal Manajemen Terapan dan Keuangan, 6(02), pp.69-86..
• Meng, M., 2020. Tesco Company Organisational Structure Chart Example | Org Charting. [online] Orgcharting.com. Available at: [Accessed 9 July 2020].
• Morrison, J. (2020) The Global Business Environment, (5th edition), Palgrave.
• Needle, D. (2015) Business in Context, An Introduction to Business and Its Environment, (6th edition), Cengage Learning.
• Rosnizam, M.R.A.B., Kee, D.M.H., Akhir, M.E.H.B.M., Shahqira, M., Yusoff, M.A.H.B.M., Budiman, R.S. and Alajmi, A.M., 2020. Market Opportunities and Challenges: A Case Study of Tesco. Journal of the community development in Asia, 3(2), pp.18-27.
• Tesco, 2020. Our History. [online] Tesco PLC. Available at: [Accessed 9 July 2020].
• Tesco, 2020. The Little Helps Plan Framework. [online] Tesco PLC. Available at: [Accessed 9 July 2020].

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Home — Essay Samples — Information Science and Technology — Drones — United States Drone Industry: PESTLE Analysis

United States Drone Industry: Pestle Analysis

• Categories: Aviation Drones

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Words: 821 |

Published: Jun 5, 2019

Words: 821 | Pages: 2 | 5 min read

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