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PESTEL analysis (political, economical, social, technological, environmental, legal) assesses a market, including competitors, from the standpoint of a particular proposition or a business.
Political
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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
Economical
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
Sociocultural
criteria examples
lifestyle trends
demographics
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
Technological
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
Environmental
criteria examples
ecological issues
environmental issues
environmental changes in regulations,
global warming, issues related to temperature change
sustainability
pollution, carbon footprint
impact to social groups
Legislative
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
