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Respectiva tema consta intr-o analiza PEST prin care noi dorim sa aflam informatii despre piata din

Germania, unde vom lansa anumite produse ecologice (suntem o firma care se ocupa cu astfel de produse, de orice fel: imbracaminte, haine, etc.).

PEST Political, Economic, Social and Technological (factors); Acronimul PEST apare uneori STEP; Analiza PEST: instrument util pentru nelegerea dezvoltrii sau declinului unei piee, care permite implicit definirea poziiei, potenialului i direciei unei afaceri. Utilizarea analizei PEST: planificarea strategic a unei afaceri; planificare n marketing; dezvoltarea produsului; rapoarte de cercetare. PEST msoar situaia i potenialul pieei, indicnd n mod special creterea i declinul acesteia i implicit atractivitatea pieei din perspectiva celor patru criterii SWOT analizeaz, n general, o organizaie, o propunere sau o idee de afaceri Analiza PEST se efectueaz n mod normal nainte de analiza SWOT pentru c ajut la identificarea factorilor SWOT.
1. Political factors: Trading policies Government changes Shareholder and their demands Funding, Governmental leadership Lobbying Foreign pressures Conflicts in the political arena 2. Economic factors: Disposable income Unemployment level Foreign exchange rates Interest rates

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Trade tariffs Inflation rate Foreign economic trends General taxation issues Taxation changes specific to product/services Local economic situation and trends 3. Social factors: Ethnic/religious factors Advertising scenarios Ethical issues Consumer buying patterns Major world events Buying access Shifts in population Demographics Health Consumer opinions and attitudes Views of the media Law changes affecting social factors Change in Lifestyle Brand preferences Working attitude of people Education Trends History 4. Technological factors: Technological development Research and development Trends in global technological advancements Associated technologies Legislations in technological fields Patents Licensing Access into the technological field Consumer preferences Consumer buying trends Intellectual property and its laws How mature a certain technology is Information technology Communication 5. Legal factors:

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Employment law Consumer protection Industry-specific regulations Competitive regulations Current legislation home market Future legislation Regulatory bodies and their processes Environmental regulations 6. Environmental factors: Ecological Environmental issues International National Stakeholder/ investor values Staff attitudes Management style Environmental regulations Customer values Market value o The political factors account for all the political activities that go on within a country and if any external force might tip the scales in a certain way. They analyze the political temperament and the policies that a government may put in place for some effect. For example, the fiscal policy, trade tariffs and taxes are those things that a government levies on traders and organizations and they greatly alter the revenue that is earned by those companies. For example, what sort of government leadership is affecting what decisions of a country? All the policies, all the taxes laws and every tariff that a government levies over a trade falls under this category of factors.
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The economic factors take into view the economic condition prevalent in the country and if the global economic scenarios might make it shift or not. These include the inflation rates, foreign exchange rates, interest rates etc. All these can affect the supply and demand cycle and can result in major changes of the business environment. The inflation rate, the interest rates, the monetary or fiscal policies, the foreign exchange rates that affect imports and exports, all these determine the direction in which an economy might move, therefore businesses analyze this factor based on their environment so as to build strategies that fall in line with all the changes that are about to occur. Social factors have to do with the social mindset of the people that live in a certain country. This sums up the aspect of culture, age demographics, gender and its related stereotypes, at times this analysis has to include the religious factors (when pertaining to products or services of a different kind). The cultural implications, the gender and connected

demographics, the social lifestyles, the domestic structures; all of these are studied by companies to understand the market and the consumer better.
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Technological factors take into consideration the rate at which technology is advancing and how much integration does a company needs to have with it. Also, these factors are analyzed to understand how the consumers react to technological trends and how they utilize them for their benefit. Legal factors have to do with all the legislative and procedural components in an economy. Also, this takes into account certain standards that your business might have to meet in order to start production/promotion. Environmental factors have to do with geographical locations and other related environmental factors that may influence upon the nature of the trade youre in. For example, agri-businesses hugely depend on this form of analysis. PESTLE ANALYSIS BY PEPSICO. PepsiCo is the largest selling beverage the world over, of course after its arch rival Coca Cola. It accounts for a 37% share of the global beverage market, and therefore they need to understand each and every countrys market in order to stay in line with their PESTLE situations. Pepsi is a big brand, currently holds the 23rd place in the Interbrands report of the Worlds Leading Brands. Their advertisements feature major celebrities and athletes like David Beckham, Robbie Williams, Britney Spears, and Michael Jackson etc. Their market reach is also very diverse, as theyre present in almost every country from the US to New Zealand. Their PESTLE analysis is given below: Political: Pepsi is a non-alcoholic beverage and is therefore regulated by the FDA. So, theyre supposed to maintain a firm standard of the laws set out by the FDA with consistency. Also, many different markets across the world have different set of regulations that are either relaxed or are either stringent. There is competitive pricing by Pepsis competitors and that is one factor that Pepsi has to keep in mind at all times. The political scenario also matters greatly as there can be some civil unrest in certain markets or due to inflation the sales of the product can fall. Most importantly, cross border situations are starkly different therefore Pepsi has to stay in line with all those policies and changes so that they can adapt to all those changes accordingly. Economic: As the recent economic downturn has plagued the economy, companies had to restructure their sales and marketing campaigns greatly. Also, with diminishing profits they had to undergo downsizing internally and re-think upon how to penetrate the market. Economic

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conditions have the highest influence on a business, regardless of what trade it is in. Though, in Pepsis favor, the economic downturn that started in 2008 resulted in increased sales of its beverages mainly as people were being laid off from jobs, they were spending time with friends and family or at home.
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Social: Social factors greatly impact Pepsi, as its a non-alcoholic beverage it has to remain in line with the strict and stark differences of cultures the world over. Also, Pepsi has to communicate its image as a global brand so that the people can associate it with themselves as something that connects the world together. Usually, the social implications are seen in marketing campaigns for example certain countries have religious festivals, so Pepsi has to keep in line with all those festivals in order to understand the psyche of their market and how they can cash upon the opportunity.

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Technological: With the advent of the new age in technology, companies have completely integrated themselves with all the recent changes that have taken place. To mention a recent trend that has greatly picked up and something that almost every business is turning toward is Social Media. The social media explosion has allowed for increasingly interactive engagement with the consumers with real time results so Pepsi has to stay ahead of all the developments that take place with keeping in view how the youth of today utilizes technology for their benefit and how can Pepsi reach them in order to keep on increasing brand recall and brand engagement.

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Legal: There can be many legal implications upon the beverage industry. I would cite one very famous incident took place in India, where Pepsi was accused of using contaminated water, given a lab test that was done upon the water flowing into the Pepsi factory that was located nearby an industrial estate. A massive recall was issued for the products from shelves and then the product was tested costing the company many billions of dollars upon the tests as India is a very major market. Environmental: These factors can affect Pepsi, but not immensely alter its trade and profit generation as these factors affect agri-businesses much more directly.

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http://www.slideshare.net/caryl711/pestal-analysis-of-germany