Week 6 (3/28/2013)
External Analysis:
The External Analysis examines
opportunities and threats that exist in the environment. It also deals with monitoring
and interpreting sweep of social, political, economic, ecological and
technological events to spot budding trends that could eventually impact the
industry.( www.emeraldinsight.com)
External Force Examples that affect
the company:
1. Political,
governmental & legal forces
Ø
Government stability & relations with other
countries
Ø
Government spending and taxation policies
Ø
Government industrial policies (extent and
nature of
Ø
regulation/deregulation)
Ø
State and local government policies and
regulations
Ø
Laws and regulations:
Ø
Antitrust & mergers
Ø
Employment (equal opportunity and workplace
safety)
Ø
Environment protection
Ø
Foreign trade, duties and tariffs
Ø
Patents, trademarks and copyright
2. Economic forces - Inflation
& unemployment rates
3. Social, cultural and
4. Technological forces - New
discoveries/developments in own or related industry
5. Competitive forces* - Rivalry
among existing competitors:
Purpose of PESTLE Analysis
Ø
GNP and GNP growth rates
Ø
Disposable income & consumer spending
Ø
Business cycles
Ø
Capital and commodity markets:
o
Availability of capital
o
Interest and currency exchange rates
o
Energy and basic raw materials prices
Ø
Import/export conditions
Ø
demographic forces
·
Population demographics:
·
Age, sex & race distributions
·
Marriage & divorce rates
·
Immigration
·
Distribution of income and wealth
·
Education systems, education levels and attitudes toward
education
·
Social class structure and mobility
·
Lifestyle trends: attitudes toward:
·
Leisure time and retirement
·
Sex roles
·
Religion and social responsibility
·
Work place: attitudes toward:
·
Authority and control
·
Cooperation and teamwork
·
Unionization
·
Consumerism: attitudes toward:
·
Product quality and customer service
·
Consumption, saving and investing
·
Environmentalism: attitudes toward:
·
Pollution, ozone depletion & endangered
species
·
Conservation, recycling and waste management
·
Speed of technological transfer
·
Obsolescence rates within own or related industry
·
Government policies and spending on research
·
Information & communication technology changes
·
Industry size, growth & overcapacity
·
Product differences & brand identity
·
Switching costs & barriers to exit
·
Market concentration
PESTLE
analysis stands for political, economic, social, technology, legal and
environmental. PESTEL is a part of the external analysis when conducting a
strategic analysis and gives an overview of the different macro environmental
factors that the company has to take into consideration. The purpose of PESTLE
is to analysis political, economic, social, technology, legal and environmental
of the firm so that the manager can achieve its goals and objectives
efficiently and effectively.( www.pestleanalysis.com)
References
JohnsonG,ScholesKandWhittingtonR(2009),FundamentalsofStrategy,PrenticeHall.
(n.d.). Retrieved from www.boundless.com:
https://www.boundless.com/management/strategic-management/strategic-management/external-versus-internal-analysis/
(n.d.). Retrieved from www.emeraldinsight.com:
http://www.emeraldinsight.com/journals.htm?articleid=1585399
(n.d.). Retrieved from www.pestleanalysis.com:
http://pestleanalysis.com/