Pestel Analysis

PESTEL analysis (political, economical, social, technological, environmental, legal) assesses a market, including competitors, from the standpoint of a particular proposition or a business.




criteria examples

regulatory bodies and processes

government policies

government term and change

trading policies

funding, grants and initiatives

home market pressure- groups

international pressure- groups

wars and conflicts


criteria examples

home economy

economy trends

overseas economies

general taxation

taxation specific to product/services

seasonality issues

market/trade cycles

specific industry factors

market routes trends

distribution trends

customer/end-user drivers

interest/ exchange rates

employment levels



criteria examples

lifestyle trends


consumer attitudes and opinions

media views

brand, company, technology image

consumer buying patterns

fashion and role models

major events and influences

buying access and trends

ethnic/religious factors

advertising and publicity

ethical issues



criteria examples

competing technology development

research funding

associated/dependent technologies

maturity of technology

manufacturing maturity and capacity

information and communications

consumer buying mechanisms/technology

innovation potential

technology access, licencing, patents

intellectual property issues

global communications


criteria examples

ecological issues

environmental issues

environmental changes in regulations,

global warming, issues related to temperature change


pollution, carbon footprint

impact to social groups


criteria examples

current legislation

future legislation

international legislation

law changes affecting social factors

bills presented to Congress that will affect an industry or any supplemental industries,

changes in hiring laws, minimum wage increases, disabilities, benefits





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