What is a PEST? (from www.marketingteacher.com)
What is a PEST Analysis? It is very important that an organization considers its environment before beginning the marketing process. In fact, environmental analysis should be on-going and feed all aspects of planning. What does Environment mean? Students Look in dictionary. There are 5 definitions given on www.dictionary.com Which definition is best for Business (PEST)? 3. the social and cultural forces that shape the life of a person or a population.
1. The internal environment e.g. staff (or internal customers), office technology, wages and finance, etc. 2. The micro-environment e.g. our external customers, agents and distributors, suppliers, our competitors, etc. 3. The macro-environment e.g. Political (and legal) forces, Economic forces, Sociocultural forces, and Technological forces. These are known as PEST factors. The organization's marketing environment is made up of:
Political. What is a synonym for politics? Government. Why is politics important for the business environment of a country? The Government makes laws which regulate businesses, and this in turn influences the spending power of consumers and other businesses. What does the “P” stand for?
1.How stable is the political environment? 2.Will government policy influence laws that regulate or tax your business? 3.What is the government's position on marketing ethics? 4. What is the government's policy on the economy? 5. Does the government have a view on culture and religion? 6. Is the government involved in Free trade agreements such as EU, NAFTA, ASEAN, or others? What are some aspects of Politics that you should consider in a PEST Analysis of a country? Two are given as examples. Think of three more aspects with your partner.
Economic Factors What are some Economic factors that you should consider in a PEST analysis? Two are given as examples. With a partner think of three more factors. Spending power of the local consumers. Long term prospects for the economy. The price of oil. Interest rates. Unemployment rates. GDP % growth rates. Inflation/Deflation rates. What does the “E” stand for?
What does the “S” stand for? Social and cultural factors The social and cultural influences on business vary from country to country. It is very important that such factors are considered. What are some Social and cultural Factors that we need to consider in a PEST analysis? Again the first two are given as examples. With your partner think of three more social factors. 1.What is the dominant religion? 2.What are attitudes to foreign products and services? 3.How does language impact product marketing? 4.How much time do consumers have for leisure? 5.What are the roles of men and women within society? 6.Do the population have a strong/weak opinion on green issues?
Technological factors Technology is vital for competitive advantage, and is a major driver of globalization. One factor is given as an example. With your partner try to think of two more factors. 1. Does technology allow for products and services to be made more cheaply and to a better standard of quality? 2.Do the technologies offer consumers and businesses more innovative products and services such as Internet banking, new generation mobile telephones, etc? 3.How is distribution changed by new technologies e.g. books via the Internet, flight tickets, auctions, etc? 4.Does technology offer companies a new way to communicate with consumers e.g. banners, Customer Relationship Management (CRM), etc? What does the “T” stand for?