PESTLE ANALYSIS

Presentation
Agenda
■ Introduction
■ Definition of PESTLE Analysis
■ Detailing each letter of
PESTLE
■ Aim of the analysis
■ Coca Cola – PESTLE Analysis
■ Conclusion
What is
PESTLE
Analysis?
■ A PESTLE analysis is a framework or
tool used by marketers to analyze and
monitor the macro-environmental
(external marketing environment) factors
that have an impact on an organization.
The result of which is used to identify
threats and weaknesses which is used in
a
SWOT analysis.
■ The 6 factors make up the acronym
PESTEL.

■ Each letter represents one factor. It is

often
called PESTLE.

■ You may these factors using other tests

too. PEST, STEEP, and STEEPLE are
similar analyses. Some other variations
are STEPJE, STEP, and LEPEST.

■ Managers can choose any based on the

nature of the firm and the factors they
wish to study.
Political
Factors
■ 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.

 Trading policies
 Government changes
 Funding
 Foreign pressures
 Conflicts in the political area
 Shareholder and their demands
Economic
Factors
■ 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.

 Disposable income
 Unemployment level
 Foreign Exchange rates
 Interest rates
 Trade tariffs
 Inflation rate
Social
Factors
■ Social factors are your consumers. You need to
look at buying habits, emotional needs, and
consumer behaviour in this section. Because
these are the people who directly influence your
sales.

 Ethnic/religious factors
 Major world events
 Demographics
 Consumer opinions and attitudes
 Trends
 Education
 Brand preferences
Technological
Factors
■ Technology can be directly involved with
company products, like manufacturing
technologies.

 Technological development
 Research and development
 Associated Technologies
 Patents
 Licensing
 Information technology
 Communication
Legal
Factors
■ 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.

 Employment law
 Consumer protection
 Industry-spesific regulations
 Competitive regulations
 Future legislation
 Environmental regulations
Environmental
Factors
■ Environmental factors have to do with
geographical locations and other related
environmental factors that may influence upon
the nature of the trade
you’re in. For example, agri-businesses hugely
depend on this form of analysis.

 Ecological
 Environmental issues
 Staff attitudes
 Management style
 Environmental regulations
 Consumer values
Political Coca Cola products are at the mercy of the FDA. They must meet regulations,
given by the government, to put products on store shelves.

Economical Coca Cola products are distributed to hundreds of countries. And their income
(roughly 70%) is from countries outside the United States.

Social In Japan, they created 30 alternative flavors to appeal to Japanese consumers. In

China, they are making similar efforts.

Technological Machinery have helped Coca Cola manufacture products in better and higher
quantities. Coca Cola has factories in Britain with top of the name machinery to
ensure fast delivery times and quality product development.

Legal Coca Cola retains all rights related to their business, including past and future products
developed with a patented process.

Environmental Coca Cola is affected by water accessibility. Water is necessary for soft drink
development. But should something happen, like climate change, the company may
be under fire.
Aim of PEST
analysis
■ PEST analysis describes a framework of
macro- environmental factors used in the
environmental scanning component of
strategic management.
■ It is part of an external analysis when
conducting a strategic analysis or doing market
research, and gives an overview of the different
macro- environmental factors to be taken into
consideration.
■ It is a strategic tool for understanding
market growth or decline, business position,
potential and direction for operations.
Conclusio
n
■ In conclusion, PESTLE analysis is an invaluable
business tool that analyzes six different groups of
external factors, all of which can affect
businesses.
■ From political ones to environmental ones, each
of these categories presents a wide range of
variables which can impact a business.
■ However, PEST analysis (and its derivatives) is not
an exhaustive technique that considers every type
of factor, especially as some just can’t be
categorized
— so don’t be too concerned if you don’t get an
even
spread of different factors in your analyses!