The PESTEL analytical tool normally conducted from a Chevalier perspective (Fig ) to help plan for future direction based on macro-environmental factors. The framework consists of six main macro-environmental influences political, economic, social, technological, environmental and legal Johnson, Scholes and Whittington (2008). Ihsan (2012) mentions that it is not possible for a company to survive in the long run without knowledge of the changes in their macro-environment.

1. PESTEL Analysis
The PESTEL analytical tool normally conducted from a Chevalier perspective (Fig ) to help plan for
future directionbasedonmacro-environmental factors. The framework consists of six main macro-
environmental influencespolitical,economic,social,technological,environmental andlegal Johnson,
Scholes and Whittington (2008). Ihsan (2012) mentions that it is not possible for a company to
survive in the long run without knowledge of the changes in their macro-environment.
¨Developing a clearunderstanding of the cause-and-effect relationships between the factors in the
PESTLE model is more challenging¨
Tovstiga and Aylward (2008)
The PESTEL model canfulfill twobasicfunctionsforanorganizationaccording to Ihsan (2012). In first
hand it works as a tool for identifying the environment, which the organization operates in. As a
second function the PESTEL provides information, which enables the organization to anticipate
situations and happenings that might occur in the future that will affect the organization. The
analysis applicability of the model becomes more trustworthy.
Fig . Causal Relationship of PESTEL (Chevalier perspective)
Economic factors
ChevalierABisa commercial for-profit organization. The main advantages of Chevalier AB products
are good quality product with down cost. In order to obtain a financial success through high efforts
may be able to often conflict with it assumed corporate social obligation such as: Exchange rate,
Interest rate and material cost Parikshit, Basua, John Hicksa, Branka Krivokapic-Skokob, Chris
Sherleyc(2015).In orderto bringdowncost, chevalierincreasesthe production volume maintaining
the same price.
Environmental:
Effective recycling
Social: Customer
focus, Development
potential with new
trend
Technological:
Teflonmaterial,
Recycling, Heating
element.
Economic: Increase
volume with same
price; Balance material
cost, Exchange/interest
rate
Consequences:High
endbrand/quality
productwith
globalizedmarket
Political:Brexit,
Highdollarrate
Legal:
Environmental law:
no FC materials

2. Political factors
Impacts of political forces are very high on organization, in government interest impact directly or
indirectly through an industry. So it is necessary maintained strong connection with state, federal
governmentandlocals(Freebairn,J;Quiggin,J(2006)). The Brexithasbeenaffectedthe Chevalier to
15-20% increase the cost.Influence of Russianembargoesonweaponsanduncertainty in doller rate
were also affected negatively on turnover Gebauer, Heiko and Christian Kowalkowski (2012).
Gebauer, Heiko and Christian Kowalkowski, mentioned that customer-focused units have strong
resoursce flexibility for providing products and services.
Social factors
The EU society and Global changes are highly influenced in almost every area such as commercial
activities,organizationbehavioraswell asbusinessethics. Inpresentscenariocompaniesare tended
towardsproductand globally focused organization in other hand sales area were organized around
region and countries. Chevalier mainly focusing customers both men and women in 25 to 45 age,
including wide variety of product such as such as passports hunting, bird hunting dog standing etc.
The multilayersellingisintroduce tocapture new generation audience market and hunting through
big cities like Mexico with high branded products are highly influenced in social aspects. There are
huge opportunities for development, in Sweden we have a good position, Norway, Chevalier can
increase quite proficient,thenit'sthe restof the exports that we see the greatest potential. France,
for example, we have nästinintill zero and that is Europe's largest market with 1.2 million active
hunters. Chevalier's additionally a French name, so we have a lot to exploit and get on the market.
Reference
ParikshitK.Basua,,JohnHicksa,BrankaKrivokapic-Skokob,ChrisSherleyc, 2015, The Extractive
IndustriesandSociety.Miningoperationsandcorporate social responsibility: A case studyof a large
goldmine inregional Australia.Pages531–539.
Freebairn,J;Quiggin,J(2006) AUSTRALIAN JOURNALOFAGRICULTURAL ANDRESOURCE
ECONOMICS, Waterrightsfor variable supplies, Volume:50Issue:3 Pages:295-312 DOI:
10.1111/j.1467-8489.2006.00341.x
Tovstiga,G and Aylward,M(2008)¨Strategic Direction Study guide, Henly business School
Gebauer, Heiko and Christian Kowalkowski (2012),“Customer-focused and service-focused orientation
in organizational structures”, Journal of Business & Industrial Marketing, Vol. 27, Issue 7, pp. 527–537.