Industry Research

  • Identify the Industry
  • Industry Profile
  • News, Journal & Periodical Indexes
  • Investment Analysis
  • Financial Information & Ratios
  • Market Information
  • Company Information/Rankings
  • Statistical Sources
  • Porter's Five Forces

What is a PESTEL Analysis?

Resources for a pestel analysis.

  • General U.S. and International Industry Reports and Trends

A PESTEL analysis is a framework or tool used by marketers to analyze and monitor the macro-environmental (external marketing environment) factors that have an impact on an organization, company, or industry.  It examines the Political, Economic, Social, Technological, Environmental, and Legal factors in the external environment.  A PESTEL analysis is used to identify threats and weaknesses  which are used in a SWOT analysis.

Political factors include government policies, leadership, and change; foreign trade policies; internal political issues and trends; tax policy; regulation and de-regulation trends.

Economic factors include current and projected economic growth; inflation and interest rates; job growth and unemployment; labor costs; impact of globalization; disposable income of consumers and businesses; likely changes in the economic environment.

Social factors include demographics (age, gender, race, family size); consumer attitudes, opinions, and buying patterns; population growth rate and employment patterns; socio-cultural changes; ethnic and religious trends; living standards.

Technological factors affect marketing in (1) new ways of producing goods and services; (2) new ways of distributing goods and services; (3) new ways of communicating with target markets.

Environmental factors are important due to the increasing scarcity of raw materials; pollution targets; doing business as an ethical and sustainable company; carbon footprint targets.

Legal factors include health and safety; equal opportunities; advertising standards; consumer rights and laws; product labeling and product safety.

Public Company Websites.  Google search the company name and "investor relations."  This will often provide links to Annual Reports; financial reports such as 10-K, 10-Q, and 8-K; and corporate social responsibility reports.

  • Business Source Complete (EBSCO) Country Reports, on the right side tool bar, links to extensive current reports providing information on the PESTEL factors in a country. Also, search for articles in periodicals and journals on individual PESTEL factors in the country, articles on a company and the industry it operates in.
  • Nexis Uni (Replaced Lexis Nexis Academic) PESTEL factor information is provided for countries. At the landing page, select Publication and enter "United States" and date > 07/01/2016, for example, in the search box. Begin typing PRS Group Political in the Publication box and then select PRS Group Political Risk Service that appears below the box and click Search.

screenshot of Nexis Uni search box

Select News instead of Publication to search for articles on companies, industries, and individual PESTEL factors. 

Open the Business section and select Company Dossier to search for information on a specific company.  The company report will include its brands and competitors, with links to current news articles, court cases, and intellectual property.

  • IBISWorld Provides relevant industry reports; find the industry your company operates in. Economic information can be found in the Products & Market - Demand Determinants section. Technology and regulatory information can be found in the Operating Conditions section.
  • Wall Street Journal Available from 1984-present in ProQuest Global Newsstream.
  • New York Times Available from 1980-present in ProQuest Global Newsstream.
  • US Newsstream ProQuest. Full text of 300+ U.S. and international news sources.
  • Pew Research Center A nonpartisan fact tank that studies "U.S. politics and policy; journalism and media; internet, science and technology; religion and public life; Hispanic trends; global attitudes and trends; and U.S. social and demographic trends."
  • Pew Research Center Global Indicators Database Pew Research Center conducts public opinion surveys around the world on a broad array of subjects ranging from people's assessments of their own lives to their views about the current state of the world and important issues of the day.
  • CQ Researcher Online (CQ Press) A collection of reports covering political and social issues, with regular reports on topics in health, international affairs, education, the environment, technology and the U.S. economy from 1991 to the present.
  • data.census.gov U.S. Census Bureau platform that provides data on the U.S. people and economy: population, education, business, employment, health, housing, income and poverty, economy, families and living arrangements, and international trade.
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  • Last Updated: Sep 11, 2023 9:02 AM
  • URL: https://libguides.libraries.wsu.edu/industryresearch

Business Research -- Industry Analysis

  • Industry Overview

If you're doing a PESTLE analysis for a company or industry in the United States

Resources for pestle analysis on a region/city level, industry trend/forecast.

  • PESTLE Analysis - Political
  • PESTLE Analysis - Economic
  • PESTLE Analysis - Social
  • PESTLE Analysis - Technology
  • PESTLE Analysis - Legal
  • PESTLE Analysis - Environmental
  • Porter's Five Forces
  • Other Business Resources
  • United States Country Profile (MarketLine ) This profile analyzes the political, economic, social, technological, legal, and environmental (PESTLE) structure in the US. Each PESTLE factor is explored on four parameters: current strengths, current challenges, future prospects, and future risks.

Data / Statistics

  • GlobalData Explorer Select "Analysis" and then "Countries & Cities" and then "City Profiles" from the dropdown menu to find a PESTLE report for your city of research. NOTE: There is not a ready-made PESTLE analysis available for every city. You can also click on "Databases" to search "City Statistics" and "Country Statistics". more... less... To manually search MarketLine reports via EBSCOhost, connect to Business Source Premier , search for "Marketline" and then use the left column filter to limit Publisher to "Marketline"
  • IBISWorld Industry Market Research .  Provides key statistics and analysis for over 700 US industries - everything from Shoes Stores to Gold Ore Mining and all industries in between. Includes life cycle analysis, barriers to entry, market share, industry outlook, and competitive landscape, etc.
  • MarketLine Advantage .   An international market research database providing thousands of in-depth industry reports, company, and country information.
  • Mintel Current .   Contains fulltext market research reports covering global consumer markets, with an emphasis on U.S. and European markets. Analyzes market share, segmentation, trends, and consumer demographics. 
  • << Previous: Industry Overview
  • Next: Porter's Five Forces >>
  • Last Updated: Jan 31, 2024 3:54 PM
  • URL: https://guides.ucf.edu/industryanalysis

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Industry & Market Research Guide

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  • MRI-Simmons Insights - consumer survey data

What is a PESTLE Analysis?

Ihs connect database, euromonitor passport database, business source complete database, statista database, doing business in... guides, country profiles.

  • International Industry Research
  • Articles & Current News
  • Citing Sources - APA Style This link opens in a new window
  • Related Research Guides

PESTLE (sometimes PEST) is a framework for analyzing the external macro environment of a business or industry, usually specific to a particular country. PESTLE stands for:

  • P – Political
  • E – Economic
  • S – Social
  • T – Technological
  • L – Legal
  • E – Environmental

Use the resources listed on this page for conducting a PESTLE analysis, including:

  • analyzing a country's economic, business, political, legal and security risk
  • investigating the ease of doing business
  • assessing commercial opportunities and challenges
  • examining social, cultural and environmental issues

Current Bentley credentials required for both on-campus and off-campus use.

Recommended reports:

COUNTRY/TERRITORY REPORTS Search tip: To select a county, hover over the [Country Intelligence] link and then either:

  • click on the [Country Intelligence: Overview] link and use the drop down option at the top of the page to select a country or
  • use the research a geography search box  to enter a country name and then select "Overview"

On the country's Overview page , explore the headlines, special reports, risk scores (political, economic, legal, tax operational and security), and economic data. In the  Country/Territory Report box click Read Full Report to view the the full country report.

Euromonitor Passport provides business intelligence on selected Industries, Countries & Consumers, Companies, and Geographies, and comprehensive tools for analysis across datasets. Each category includes in-depth reports, analyst comments, statistics and external sources. New reports, analyses and comments are added daily, while industry reports are updated annually. Historical and forecasted date coverage varies by country, within a broad range of 1977 to five-year projections. Users will have to fill out a short registration form the first time they access Euromonitor. Faculty & Staff members please list your department under "Course".

Recommended reports: 

  • PEST ANALYSIS Search tip:  In the search box, type Pest Analysis [name of country] . For example:  PEST Analysis USA
  • COUNTRY PROFILES Search tip: In the search box, type [ name of country ]  country profile.   For example: Australia Country Profile
  • BUSINESS DYNAMICS REPORTS Search tip: Click on   [Economies] in the top navigation bar, then select  [Business Dynamics]. In the [ Explore Analysis ] section, select Country Report from the Analysis Type list, Business Dynamics from the Category list, and then choose a country from the Geography list.

Current Bentley credentials required for off-campus use.

Search tip:  Look for the Browse menu on the right side of the page and select   [Country Reports] . Enter the name of a country in the All Countries search box. The results list may include:

  • Country Reviews from CountryWatch (which include social and environmental overviews)
  • Country Profiles from MarketLine (which include In-depth PESTLE Insights)
  • Country Risk Reports from Business Monitor International (BMI). 

Search tip: Click on [Reports] in the top navigation bar, then select [Country Reports] . Search for a country or region. Results will usually include Country Reports and Dossiers.

These resources provide information on the ease of doing business and commercial opportunities, regulations, and business customs in a country:

Everyone can access. Free resource.

Country Commercial Guides (also referred to as "doing business" guides) are published annually by U.S. embassies with the assistance of several U.S. government agencies. These reports present a comprehensive look at countries' commercial environments, using economic, political and market analysis. Free resource.

  • PwC: WorldWide Tax Summaries From PwC: "this useful online tool will help you make informed decisions with the most up-to-date and relevant details about tax systems in more than 150 territories worldwide." Free resource.

Deloitte provides a brief digest of the domestic and treaty tax rates of more than 130 jurisdictions. Each International Tax Guide provides an overview of the general investment landscape, corporate taxation and compliance, individual taxation and compliance, withholding rates, anti-avoidance rules, value-added tax (VAT; where applicable) and other types of taxes, and tax treaty information. Includes Quick Links to current news and other relevant resources. Free resource.

Need some more background information? These are good resources for country profiles.

Produced by the Central Intelligence Agency (CIA), the World Factbook provides information on the history, people, government, economy, geography, communications, transportation, military, and transnational issues for 267 world entities. Free resource.

OECD (Organisation for Economic Co-operation and Development) publishes economic surveys, comparative statistics, regular outlooks and annual overviews for its 34 member countries and some major additional countries. Free resource.

  • << Previous: MRI-Simmons Insights - consumer survey data
  • Next: International Industry Research >>
  • Last Updated: Feb 7, 2024 1:22 PM
  • URL: https://libguides.bentley.edu/industryresearch

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What is a pestle analysis a complete pestle analysis guide, what is a pestle analysis.

A PESTLE analysis examines external market factors – including Political, Economic, Social, Technological, Legal, and Environmental – and market trends that might impact your organization’s direction, performance, and position in the marketplace. Used in tandem with a SWOT analysis, it helps your organization examine external factors that could influence your organization’s opportunities and threats . In this article, we’ll dig into what is a PESTLE analysis, what each factor covers, and how to use it in tandem with your SWOT.

DOWNLOAD THE FREE GUIDE

What is a Pestle Video

So why do I need to conduct a PESTLE Analysis?

The last few years have been a whirlwind of change and uncertainty – a global pandemic, natural disasters, looming recession, war, inflation, and more. Organizations have faced a great deal related to external market factors directly impacting their organizations. Current events have been stressful enough for any organization to worry about, whether you’re well-established or new in your market.

While the global situation is intimidating for many current and future leaders, this helpful analysis can help you assess and plan for what might impact your organization – and either seize those forces as opportunities or work to mitigate them as threats. Using a PESTLE allows you to look ahead at challenges your organization may encounter and create strategies to address them.

Pro Tip: We covered using this tool a few years back during the start of the COVID pandemic. This article has some helpful tips on using this analysis to examine market megatrends.

The PESTLE Analysis Framework Explained

As we mentioned earlier, this analysis looks at the external Political, Environmental, Social, Technological, Legal, and Environmental factors that would influence your organization’s strengths and weaknesses. A PESTLE analysis is best used in tandem with your SWOT analysis . As demonstrated below, this framework looks at the macro-trends in your operating environment.

As you complete your planning process, this looks at the external analysis portion of your environmental scan – also known as what is happening in your market.

PESTLE External forces diagram

Pro Tip: A PESTLE analysis looks at external market forces, so they will not influence your organization’s internal strengths or weaknesses . Strengths and weaknesses come from traits or characteristics your organization already processes.

What are Political factors?

Political factors

Political factors are those brought on by the government or politics. These are the external political forces affecting your organization, including governmental policies, government leadership, foreign trade and foreign relations, political issues and trends, tax policy, regulations, and de-regulation trends.

A few examples might include the influx of capital from the Paycheck Protection Plan, the change in tariffs on imports from China, and the war and conflict from Russia’s invasion of Ukraine.

Questions to ask:

  • What shifts have occurred in the political climate?
  • How might those shifts impact our organization? Are they headwinds, or tailwinds?
  • Are they short- or long-term plays?
  • What are the political threats you should monitor?

What are Economic factors?

Economic factors

The economic factors look at the external forces that can impact the economy your organization operates in. Examples include rising inflation rates, changes and shifts in consumer spending, changes in the supply chain, demand curves, and the health of the global economy.

These economic factors can look at the local economy, national economy, and global economy.

  • What is the current health of the economy? How might that impact our organization?
  • Are there headwinds or tailwinds in our supply chain?
  • What local economic factor might impact our business?

What are Sociological factors?

Sociological factors

Sociological factors consider the changes in the greater social environment, such as social justice movements or other social trends like changing opinions on your product or shifting populations and demographics. It’s essential to consider sociological trends that are at play¬— not just in your organization’s immediate environment—but also in the broader environment that your customers are coming from.

  • Are there changing trends in our market’s demographics or population? How best do we serve them?
  • How are changing social factors going to impact our organization?
  • What shifts can be observed in consumer behavior, sentiment, or opinion?

What are Technological factors?

Technological factors

Changes in technology affect a business’s positioning. Some recent examples are the rise of cryptocurrency (which can also fall into the economic category), the emergence of popular work-from-home technology, AI developments, and even concerns over cyber security or other technological issues. It is important to consider how technology can prove to be both an opportunity for your organization, or a threat to it.

  • How has the technology in our market changed? Is that an opportunity or threat?
  • Are you using available technology to its full advantage?
  • How much does emerging technology impact your organization?

What are Legal factors?

Legal factors

While similar to the political aspects, the legal elements look at the practical application of the political factors into rules and regulations that may affect your business or customers. These are the laws and regulations that impact your organization.

This could include updated laws, new regulations, or abolishing laws. Depending on your business, local, state, and federal laws and regulations are worth scrutinizing.

  • What changes in our international, national, and local legislation impact our organization?
  • How are these legal changes going to impact our organization positively or negatively?
  • What legal forces may be on the horizon?

What are Environmental factors?

Environmental factors

Environmental factors are affected by weather, geography, climate change, and health crises. In addition to the public health crisis caused by the COVID pandemic, the world has also been impacted by wildfires across the globe.

Organizations should consider the short-term and long-term impacts of these accelerating changes, e.g., rising ocean levels, drier and warmer seasons, and yearly weather conditions such as hurricanes and typhoons.

  • What environmental factors are impacting us right now?
  • What environmental factors might impact us in the future?
  • What environmental factors do we need to monitor?

Bonus – What are Ethical factors?

Over the last few years, business and marketing strategy experts have added a third ‘E’ to the PESTLE- the ethical factor. This can include things such as fair-trade practices, child labor issues, even society’s increasing demand for conscious business models, and corporate social responsibility.

  • What external ethics forces are impacting the market?
  • What changes to your business or suppliers might you consider?
  • What kind of impact or example do you hope your company may set?

Advantages and Disadvantages of a PESTLE Analysis

What are the advantages of using a pestle analysis.

There are several advantages to conducting a this analysis for your business. Here’s a breakdown:

  • It is a simple and straightforward framework that is easy to implement into your strategic plan.
  • It also allows you and your team to facilitate a great understanding of the wider business environment and how current events can potentially affect your business.
  • Additionally, it helps organizations anticipate business threats and figure out how to mitigate the risks and it helps organizations spot business opportunities on which they can capitalize.

What are the disadvantages of using a PESTLE analysis?

While it’s a great tool, here are a few of the disadvantages to using this:

  • One of the disadvantages of doing this type of assessment is that it can be as light or as heavy as one wants to make it.
  • It is easy to oversimplify the data or collect insufficient data.
  • It is also easy to make it too heavy by collecting too much data and becoming so overwhelmed that you don’t know where to start. This is a phenomenon called ‘analysis paralysis.’
  • It’s a great tool, but it doesn’t analyze your organization’s internal strengths and weaknesses. That’s why we recommend using it in conjunction with your SWOT analysis.

Best Practices- When and How to Use this Assessment:

You should conduct your PESTLE analysis in the pre-planning stages of your business or strategic plan with a SWOT analysis. A SWOT analysis looks at your organization’s internal strengths and weaknesses and the external opportunities and threats the market presents. This will be an excellent companion piece to your SWOT as it informs your SWOT by looking at all aspects of the external market environment.

So, when conducting your analysis, break down each factor and look at both the positive aspects you can leverage (the opportunities) and the pitfalls to avoid (the threats) within the political, economic, social, technological, legal, and environmental spheres. If you want to see some real world examples, check out our PESTLE Analysis Examples .

While this exercise is typically conducted in the beginning stages of a strategic plan, it is best to set a regular cycle to check in and revisit it. With the speed at which things are constantly shifting and changing, the analysis you conducted five years ago may need to be revised today. It is best to update it at a minimum every three years. Or, when you update your SWOT. It can be helpful to look at these trends annually, too. Make it a habit to keep a pulse on current events and market changes, so you always know what is going on in your market and how it will affect your organization.

What is a SWOT Analysis Video

Conclusion: Where does PESTLE Analysis fit into strategic planning?

Leveraging your PESTLE analysis as the first step to your business and strategic planning process is the ultimate way to ensure that you know all the areas your business can capitalize on and which pitfalls you can work on to mitigate. This will help you get the complete picture of where your organization is playing and just what you need to ensure that you will win.

PESTLE Analysis FAQs

A PESTLE analysis examines external market factors – including Political, Economic, Social, Technological, Legal, and Environmental – and market trends that might impact your organization’s direction, performance, and position in the marketplace. Used in tandem with a SWOT analysis, it helps your organization examine external factors that could influence your organization’s opportunities and threats .

It also allows you and your team to facilitate a great understanding of the wider business environment and how current events can potentially affect your business. Additionally, it helps organizations anticipate business threats and figure out how to mitigate the risks and it helps organizations spot business opportunities on which they can capitalize.

One of the disadvantages of a PESTLE analysis is that it can be as light or as heavy as one wants to make it. It is easy to oversimplify the data or collect insufficient data. While it’s a great tool, but it doesn’t analyze your organization’s internal strengths and weaknesses. That’s why we recommend using it in conjunction with your SWOT analysis.

This helpful analysis can help you assess and plan for what might impact your organization – and either seize those forces as opportunities or work to mitigate them as threats. Using a PESTLE allows you to look ahead at challenges your organization may encounter and create strategies to address them.

While a PESTLE analysis is typically conducted in the beginning stages your strategic planning process to help evaluate your organization’s macro-market. It is best when used in tandem with your SWOT analysis to analayze the current state of your organization.

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market research reports pestle

PESTLE Analysis

  • Getting Started
  • Technological
  • Environmental

Business Librarian

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PEST analysis (political, economic, socio-cultural and technological) describes a framework of macro-environmental factors used in the environmental scanning component of strategic management. It is part of an external analysis when conducting a strategic analysis or doing market research and summarizes the different macro-environmental factors to be taken into consideration. It is a strategic tool for understanding market growth or decline, business position, potential and direction for operations. Source: Wikipedia https://en.wikipedia.org/wiki/PEST_analysis

For a comprehensive overview of how to create a PESTLE analysis, see the PESTLE Strategy Guide.

Here are several templates you can use to document your research.

  • PEST Market Analysis Tool (.doc)
  • PESTLE Template
  • Next: Political >>
  • Last Updated: Sep 27, 2022 11:51 AM
  • URL: https://guides.lib.fsu.edu/pestle

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How To Do A Pestle Analysis In 6 Steps

market research reports pestle

A PESTLE analysis is a tried-and-true approach for identifying macro-environmental factors that might impact an organization.

This type of assessment can help teams with strategic decision-making, business analyses, and navigating periods of change. 

But, if you’re doing strategic planning for a large organization, division, or multiple SBUs, performing a PESTLE analysis quickly, accurately, and consistently can be challenging to get right.

This article will cover everything you need to know to complete a PESTLE analysis for your organization, including when you should do it, and how to combine it with other strategic frameworks.

  • PESTLE, PESTEL or PEST analysis is a strategic framework used to identify macroenvironmental influences on an organization of a business.
  • The PESTLE framework divides external influences into six sections: Political, Economic, Social, Technological, Legal, and Environmental.
  • Pros: PESTLE is simple to understand and use, making it a good framework for businesses of all sizes.
  • Cons: The validity of PESTLE assessment largely depends on the quality and amount of information available to an organization.

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When Should You Do a PESTLE Analysis?

While it may not be needed for all strategy-related activities, every company has multiple use cases for PESTLE analyses. Here are a few common examples:

  • Strategic planning: PESTLE is a useful starting point for most strategic decision-makers and it can help lay the groundwork for more in-depth research. 
  • Reviewing market position : Companies can use PESTLE to better understand shifts in market position over time and contextualize organizational growth, decline, or stagnation.
  • Marketing planning: PESTLE can offer marketing teams valuable insights into external factors that impact marketing, PR, and advertising projects.
  • Product development: PESTLE is helpful for understanding consumer sentiment from various angles and can assist organizations that want to know how products should be designed, changed, or marketed.
  • Organizational change: Whether an organization is changing direction, restructuring, or expanding, a PESTLE analysis, combined with other strategic frameworks , can provide valuable information about external factors that will impact transformation initiatives.

What Are the 6 Elements Of PESTLE?

PESTLE analysis-4

A PESTLE or PESTEL analysis divides macroenvironmental elements into six categories, each of which can impact an organization differently. Here are the six PESTLE factors:

Political factors

Political factors relate to the political interactions between governments, countries, and various political actors. 

For example:

  • Diplomatic relations between countries
  • Political stability and continuity
  • How governments operate
  • The prevalence of civil society
  • The potential for political unrest
  • Foreign trade policies

Economic factors

These encompass the key economic elements within the business environment that can impact your organization.

  • Exchange rates
  • Interest rates
  • Economic growth rates
  • Corporate taxation rates
  • Unemployment rates

Social factors

Social factors or sociocultural factors define group consumer behavior and thinking. They can include quantitative, such as average age, and qualitative data, such as opinions.

  • Demographics
  • Education levels
  • Social views
  • Age distribution
  • Disposable income
  • Cultural stability

Technological factors

Technological factors are tech-related developments, shifts, and patterns that could directly or indirectly impact your business. This can include broader global or regional conditions.

  • Internet connectivity
  • Specific technologies, like automation
  • Advancements in your industry
  • Intellectual property
  • Rate of technological change
  • Research and development lifecycles

Legal factors 

Legal factors are current laws, regulations, and bills that may affect the organization’s operations and future plans. 

  • Competitive regulations
  • Health and safety regulations
  • Government policy
  • Tax policies
  • Antitrust laws
  • Import/export laws

Environmental factors

Environmental or ecological factors look at the impact of businesses on the environment and how the environment might affect the business.  

  • Natural disasters
  • Weather patterns
  • Consumer health
  • Climate change
  • Resource availability

How Do You Do a PESTLE Analysis Step By Step?

While there is no clearly defined way of doing a PESTLE analysis from start to finish, a systematic planning process and approach can increase efficiency and impact.  

Here are six steps to do a PESTLE analysis the right way.

1. Prepare for your analysis 

Before you begin, lay the groundwork to ensure accuracy, quality, and focus. The saying “measure twice, cut once” will pay dividends down the line.

Create a founding document that answers these questions:

  • Why — The reason you’re conducting a PESTLE analysis.
  • What — The scope, goals , and initiatives.
  • Who — The key people needed in the analysis process. 
  • Where —  Where are we going to look for information?
  • When — The deadlines for the data and final insights.

Answering these questions will explain how to approach your PESTLE analysis. 

Finally, organize a meeting with involved team members and stakeholders to present the plan, communicate success metrics, and get feedback.

2. Collect data for your PESTLE analysis

Gather the information you need to fill out your PESTLE diagram. This may require primary research and consultation with external industry experts. You will likely need various types of data and information.

But don’t get bogged down in data and research. A PESTLE analysis is meant to speed up traditional research by focusing your efforts.

To streamline the process, concentrate on one area at a time and address them sequentially according to the acronym. That way, team efforts can be focused, and progress tracking can be easier.

3. Complete a PESTLE diagram

It’s time to make sense of your research by putting the collected information into a PESTLE diagram. 

Remember that PESTLE analysis aims to cut through the noise and provide a clear idea of the external environmental influences to consider.

Divide the factors and segment them appropriately, making them easy to understand for the rest of the team. For example, if you are listing social factors, divide this list into sub-sections, such as consumer behavior, cultural norms, and work-related matters.

PESTLE analysis_001 (1)

4. Interpret and evaluate your results

Use this information to interpret the macroenvironmental factors that can impact your organization's future plan and come up with strategies to handle them. 

Remember, not all factors will have the same impact and importance to your organization. You can use tools like a risk matrix to assess the probability of occurrence and impact on your organization. This will help you to focus your efforts and prioritize strategic initiatives . 

Add additional context to your analysis by including data from other strategic frameworks you’re using, such as a 7S Model , Porter’s Five Forces, or GE Matrix . 

Each strategic framework offers a different perspective to help with:

  • Understanding how macroenvironmental factors intersect and interact.
  • Spotting missed opportunities and threats for your business.
  • Determining how your organization is best-equipped to handle potential issues.

5. Put together an action plan

Use insights from your PESTLE diagram and other strategic analyses to create an action plan that addresses identified risks, threats, and opportunities. 

For example, the rising logistical cost (a combination of technological and economic factors) of moving products to particular markets could be handled in a number of ways, such as: 

  • Shifting the organization’s growth focus to other markets.
  • Insourcing key parts of the logistics chain.
  • Revising the organization’s pricing strategy.
  • Developing internal capacities to build components.
  • Outsourcing production to a third party in another country.
  • Lobbying governments to reduce trade tariffs and excise fees.

Once your plan is in place, start executing .

6. Review and monitor external signals

New technology can disrupt an industry, diplomatic relations can sour, and customer sentiment can shift. 

Any strategy that doesn’t evolve and adapt won’t have an actual impact. Make sure that revision and monitoring are fundamental parts of your strategic processes.

PESTLE analysis-3

You need to treat strategy, execution, and analysis as complementary elements if you want to create an adaptive strategy and successfully manage disruptions.

💡Tip: Use a strategy execution platform like Cascade to speed up and improve strategic business planning and execution. With Cascade, you can plan, measure, and report on strategic initiatives all in one place. By bringing your team in, you can collaborate on shared goals without spending time in meetings to keep everyone aligned.

PESTLE Analysis Example: Starbucks

Starbucks is well known across the world with 32,000 locations in over 80 countries. Here’s an example of how a PESTLE analysis might look for this global coffee brand:

  • Political awareness and activism in different countries. 
  • Political sentiment towards ethical sourcing strategies and conformance to “Fair Trade” practices.
  • The possibility of war or conflict in regions that have Starbucks locations.
  • Sanctions and diplomatic relations between the U.S. and other countries.
  • Economic recessions or booms in specific countries.
  • Fluctuating exchange rates impacting supply chain activities.
  • The average income of Starbucks customers.
  • Operational costs in different cities, states, and countries.
  • Consumer behavior in response to economic conditions.
  • Changing consumer preferences and buying habits around coffee.
  • Specific preferences based on region, culture, and history.
  • Age groups of people who drink Starbucks coffee.
  • Changing work patterns (remote vs location-based work).

Technological

  • The increased use of at-home coffee brewing equipment.
  • The shift towards digital avenues of marketing and interaction.
  • The growing use of e-commerce globally.
  • Technological innovations in coffee agriculture and processing methods.
  • Infringement on the Starbucks logo, color scheme, and other copyrights.
  • Varying tax obligations in different regions.
  • Customs, tariffs, and import requirements.
  • Compliance with specific workplace legislation.
  • Health and safety regulations in factories, stores, and other facilities.

Environmental

  • Farming and processing impacts, such as water usage and carbon footprint.
  • The effect of single-use packaging, such as paper and plastic cups, and straws, on the environment.
  • Extreme weather and natural disasters in areas where Starbucks coffee is farmed.

📚 Recommended reading: 

Strategy study: How Starbucks Became Everyone's Cup Of Coffee

What Are PESTLE Advantages?  

  • Provides additional context for business direction and strategic planning .
  • It helps strategic planners quickly identify external threats and opportunities.
  • Organizations can use PESTLE to better understand the impact of different risks on their business strategy.
  • It can be combined with other strategic analyses , such as SWOT, to accurately identify an organization's position in the market.

What Are PESTLE Disadvantages?  

  • If efforts aren’t focused, research and data collection can become overwhelming.
  • PESTLE shouldn’t be considered a one-off task and should be done repeatedly.
  • External factors can rapidly change, meaning a PESTLE analysis has a limited validity window. 
  • The accuracy of PESTLE relies on the quality and amount of data available to an organization.

PESTLE vs SWOT Analysis: How To Use Both?

PESTLE analysis

Take your strategic analysis further by combining PESTLE with a SWOT analysis . SWOT can help interpret the data from a PESTLE analysis by contextualizing it with your business’s unique strengths and weaknesses.

Both analytical frameworks have their place in strategic planning. However, using both will give a complete picture of your business’s position, potential, and risks.

Turn Insights Into Results With Strategy Execution Software 🚀

A PESTLE analysis can identify macroenvironmental factors that can impact organizations. But strategic planners need more than analytics and insights to execute a business approach that will actually have an impact.

And, if your processes are fragmented, uncoordinated, and stuck in the planning phase, you won’t reap the full benefits of PESTLE or any strategy planning tool .

That’s where Cascade comes in. Cascade’s strategy execution platform is purpose-built to help businesses spend less time planning and more time executing what matters.

Get started for free or schedule a call with a Cascade expert to see how you can hit more goals and deliver business results faster. 

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How to do market research? Phase 4: PESTEL and competition analysis

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How to do market research? This is the question we’re helping you to answer with the publication of our online step-by-step guide to market research . Each of the 7 phases of our market research methodology is accompanied by a post on this blog. Today we’ll be dealing with Phase 4: the PESTEL analysis and the competition analysis .

READ PHASE 4 OF OUR MARKET RESEARCH METHODOLOGY

If you missed the latest episodes you can find them back here :

  • Phase 1 : putting his/her business idea on paper and the Design Thinking session
  • Phase 2 : improving the original business idea
  • Phase 3 : choosing the right market research methods

Phase 4 focuses on using secondary sources to get a better understanding of the market dynamics. We have given in a  previous feature article  a list (non-exhaustive of course) of these sources. To this aim we’ll introduce you to 2 types of analysis: the PESTEL analysis and the competition analysis.

How to do market research PESTEL and competition analysis Observe the market

The PESTEL analysis

PESTEL is an acronym which means Political – Economic – Sociological – Technological – Ecological – Legal.  This acronym is, therefore, a mnemonic to remind you of  the different types of factors that can influence your market.

Note that the analysis has been extended in recent years to other factors that may have an impact on your market: demographics, culture, ethics and ecology. These aspects, which are becoming increasingly topical, will be essential to consider to avoid missteps.

The PESTEL analysis will, therefore, consist of evaluating the effect of these factors on your market, knowing that they are all beyond your control. Here are a few examples:

How might political decisions affect your project? Which legislative proposals could have an influence (positive or negative)? Are there economic or legal constraints that may affect you? For example, are economic conditions and legal restrictions conducive to the development of your business? The degree of technological maturity of a country is essential to assess if you want to launch an innovation. Will consumers be ready to accept it?

A systematic PESTEL analysis will allow you to cover all these factors and identify threats and opportunities for your project’s success well in advance. Below are slides from a course we have given on the subject, which will no doubt help you to go deeper into the matter.

The competition analysis

Competition analysis is also part of phase 4 as it can be based on secondary information (books, websites, financial statements, academic studies, professional reports, and so on, …).

Competitive analysis is essential. It can take different forms: fieldwork, qualitative or quantitative analysis, and can be synthesised in various ways: SWOT or Porter’s 5 forces analysis, for example. In any case, it must be carried out as objectively as possible to eliminate possible biases from your conclusions and to report as accurately as possible on the obstacles you will face when entering the market. Our online guide will help you to find the right sources of information and the proper methods to carry it out.

Don’t hesitate to comment this post on Twitter , Linkedin , Facebook or more simply at the bottom of this page.

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United States (US) In-depth PESTLE Insights

  • Published: April 2023
  • Report Code: ML00002-032

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This PESTLE country analysis report on the United States provides a holistic view of the country, with insightful analysis of current and future issues, supplemented with relevant quantitative data to support trend analysis.

• Understand the environmental landscape in the United States through analysis of the environmental regulations and the performance of the environmental indicators

– The social landscape section analyzes the government's social welfare policies, as well as the country's performance in terms of healthcare, income distribution, and education.

Reasons to buy

Table of contents, list of tables.

Table 10: Patents granted by the US patent and trademark office, 2017–21

List of Figures

Figure 28: Carbon dioxide emissions (billion tones/%), 2012–21

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Moscow - Comprehensive Overview of the City, PEST Analysis and Analysis of Key Industries including Technology, Tourism and Hospitality, Construction and Retail

Market Research Report Summary

Moscow - Comprehensive Overview of the City, PEST Analysis and Analysis of Key Industries including Technology, Tourism and Hospitality, Construction and Retail report is published on May 7, 2021 and has 35 pages in it. This market research report provides information about Country PESTEL Analysis, Business & Government industry. It covers Russian Federation market data and forecasts. It is priced starting at USD 250.00 for Single User License (PDF) which allows one person to use this report.

Please read the description and table of contents of this research report given below to check whether it meets your research requirements. If not, then please do not hesitate to contact us using "Report Enquiry" form given below. We can customize this research report or suggest a new fully customized market research report to meet your research goals and data requirements.

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“City Profile - Moscow” provides historical and forecast data on key city level metrics along with analytical coverage of the latest political, economic, social, technological, infrastructural, legal and environmental issues affecting Moscow.

Moscow is the capital of the country and is the most populous city in Russia. The city has a significant economic and financial influence, accounting for a major of national GDP. Improvements in professional / business services and real estate are expected to be major drivers of growth.

The report contains detailed tourism, retail, construction, technology and public infrastructure data and insight into economic, social, and industry trends.

- The service sector remains the key contributor to the regional economy - and the major employer. - Moscow is a key tourist destination for both domestic and international tourists and witnessed a significant growth over the past two years. Strong performance is observed in the construction sector with increasing employment, number of building permits issued and building completions.

Reasons to Buy

- Gain a comprehensive knowledge of future economic and demographic trends and understand the performance of various sectors within the city. - Analyze and understand the business environment in the city to align your investment and expansion strategies. - The report helps to drive a conclusion in choosing a suitable city to invest or expand according to your business structure. - Explore new opportunities in the hospitality, tourism, construction, real estate and retail sectors.

Table of Contents City Snapshot PEST Analysis Political Economic Social Technology and Infrastructure Communications Internal Transport Networks Connectivity Airports Ports Business Environment Analysis Travel and Tourism Tourism Flows Hotels Attractions Events Construction and Real Estate Investment Real Estate Market Retail Retail Market Consumption, Income and Prices Appendix Sources Further Reading Ask the Analyst About MarketLine Disclaimer

List of Tables List of Tables Table 1: Moscow metropolitan area - key facts (estimates), 2020 Table 2: Moscow metropolitan area - real GDP and real GDP growth, 2000-25 Table 3: Moscow metropolitan area - economic growth comparison (Index 2010=100), 2000-25 Table 4: Moscow metropolitan area - GDP per capita comparison, 2000-25 (US$) Table 5: Moscow metropolitan area - employment structure, 2000-25 (% of total) Table 6: Moscow metropolitan area - main universities, 2020 Table 7: Moscow metropolitan area - population comparison, 2000-25 (million) Table 8: Moscow metropolitan area - population by age, 2000-25 (% of total) Table 9: Moscow city - mass transit network indicators, 2020 Table 10: Moscow metropolitan area - Sheremetyevo Alexander S. Pushkin International Airport, key indicators, 2018-20 Table 11: Moscow metropolitan area - Domodedovo Mikhail Lomonosov International Airport, key indicators, 2019-20 Table 12: Moscow metropolitan area - Vnukovo Andrei Tupolev International Airport, key indicators, 2018-20 Table 13: Moscow metropolitan area - Fortune Global 500 companies, HQ in City, 2020 Table 14: Moscow city - office rents, Q4 2020 Table 15: Moscow city - hotel KPIs, 2018-20 Table 16: Moscow city - UNESCO World Heritage Sites Table 17: Moscow metropolitan area - MICE and other events

List of Figures List of Figures Figure 1: Moscow metropolitan area - real GDP and real GDP growth, 2000-25 Figure 2: Moscow metropolitan area - economic growth comparison (Index 2010=100), 2000-25 Figure 3: Moscow metropolitan area - GDP per capita comparison, 2000-25 Figure 4: Moscow metropolitan area - employment structure, 2000-25 (% of total) Figure 5: Moscow metropolitan area - population comparison, 2000-25 Figure 6: Moscow metropolitan area - population by age, 2000-25 (% of total)

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Realtor.com Economic Research

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2024 Housing Market Forecast and Predictions: Housing Affordability Finally Begins to Turnaround

Danielle Hale

As we look ahead to 2024 , we see a mix of continuity and change in both the housing market and economy. Against a backdrop of modest economic growth, slightly higher unemployment, and easing inflation longer term interest rates including mortgage rates begin a slow retreat. The shift from climbing to falling mortgage rates improves housing affordability, but saps some of the urgency home shoppers had previously sensed. Less frenzied housing demand and plenty of rental home options keep home sales relatively stable at low levels in 2024, helping home prices to adjust slightly lower even as the number of for-sale homes continues to dwindle. 

Realtor.com ® 2024 Forecast for Key Housing Indicators

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Home Prices Dip, Improving Affordability

Home prices grew at a double-digit annual clip for the better part of two years spanning the second half of 2020 through 2022, a notable burst following a growing streak that spanned back to 2012. As mortgage rates climbed, home price growth flatlined, actually declining on an annual basis in early 2023 before an early-year dip in mortgage rates spurred enough buyer demand to reignite competition for still-limited inventory. Home prices began to climb again, and while they did not reach a new monthly peak, on average for the year we expect that the 2023 median home price will slightly exceed the 2022 annual median.

Nevertheless, even during the brief period when prices eased, using a mortgage to buy a home remained expensive. Since May 2022, purchasing the typical for-sale home listing at the prevailing rate for a 30-year fixed-rate mortgage with a 20% down payment meant forking over a quarter or more of the typical household paycheck. In fact, in October 2023, it required 39% of the typical household income and this share is expected to average 36.7% for the full calendar year in 2023. This figure has typically ranged around 21%, so it is well above historical average. We expect that the return to pricing in line with financing costs will begin in 2024, and home prices, mortgage rates, and income growth will each contribute to the improvement. Home prices are expected to ease slightly, dropping less than 2% for the year on average. Combined with lower mortgage rates and income growth this will improve the home purchase mortgage payment share relative to median income to an average 34.9% in 2024, with the share slipping under 30% by the end of the year.

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Home Sales Barely Budge Above 2023’s Likely Record Low

After soaring during the pandemic, existing home sales were weighed down in the latter half of 2022 as mortgage rates took off, climbing from just over 3% at the start of the year to a peak of more than 7% in the fourth quarter. The reprieve in mortgage rates in early 2023, when they dipped to around 6%, brought some life to home sales, but the renewed climb of mortgage rates has again exerted significant pressure on home sales that is exacerbated by the fact that a greater than usual number of households bought homes over the past few years, and despite stories of pandemic purchase regret , for the most part, these homeowners continue to be happy in their homes. 

This is consistent with what visitors to Realtor.com report when asked why they are not planning to sell their homes. The number one reason homeowners aren’t trying to sell is that they just don’t need to; concern about losing an existing low-rate mortgage is the top financial concern cited. Our current projection is for 2023 home sales to tally just over 4 million, a dip of 19% over the 2022 5 million total. 

existing_sales_yearly

With many of the same forces at play heading into 2024, the housing chill will continue, with sales expected to remain essentially unchanged at just over 4 million. Although mortgage rates are expected to ease throughout the course of the year, the continuation of high costs will mean that existing homeowners will have a very high threshold for deciding to move, with many likely choosing to stay in place.  Moves of necessity–for job changes, family situation changes, and downsizing to a more affordable market–are likely to drive home sales in 2024. 

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Shoppers Find Even Fewer Existing Homes For Sale

Even before the pandemic, housing inventory was on a long, slow downward trajectory. Insufficient building meant that the supply of houses did not keep up with household formation and left little slack in the housing market. Both homeowner and rental vacancy remain below historic averages . In contrast with the existing home market, which remains sluggish, builders have been catching up, with construction remaining near pre-pandemic highs for single-family and hitting record levels for multi-family . 

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Despite this, the lack of excess capacity in housing has been painfully obvious in the for-sale home market. The number of existing homes on the market has dwindled. With home sales activity to continue at a relatively low pace, the number of unsold homes on the market is also expected to remain low.  Although mortgage rates are expected to begin to ease, they are expected to exceed 6.5% for the calendar year. This means that the lock-in effect, in which the gap between market mortgage rates and the mortgage rates existing homeowners enjoy on their outstanding mortgage, will remain a factor. Roughly two-thirds of outstanding mortgages have a rate under 4% and more than 90% have a rate less than 6%.

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Rental Supply Outpaces Demand to Drive Mild Further Decline in Rents

After almost a full year of double-digit rent growth between mid-2021 and mid-2022, the rental market has finally cooled down, as evidenced by the year-over-year decline that started in May 2023 . In 2024, we expect the rental market will closely resemble the dynamics witnessed in 2023, as the tug of war between supply and demand results in a mild annual decline of -0.2% in the median asking rent.

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New multi-family supply will continue to be a key element shaping the 2024 rental market.  In the third quarter of 2023, the annual pace of newly completed multi-family homes stood at 385,000 units. Although absorption rates remained elevated in the second quarter, especially at lower price points, the rental vacancy rate ticked up to 6.6% in the third quarter. This uptick in rental vacancy suggests the recent supply has outpaced demand, but context is important. After recent gains, the rental vacancy rate is on par with its level right before the onset of the pandemic in early 2020, still below its 7.2% average from the 2013 to 2019 period.  Looking ahead, the strong construction pipeline– which hit a record high for units under construction this summer –is expected to continue fueling rental supply growth in 2024 pushing rental vacancy back toward its long-run average. 

While the surge in new multi-family supply gives renters options, the sheer number of renters will minimize the potential price impact. The median asking rent in 2024 is expected to drop only slightly below its 2023 level. Renting is expected to continue to be a more budget friendly option than buying in the vast majority of markets, even though home prices and mortgage rates are both expected to dip, helping pull the purchase market down slightly from record unaffordability. 

Young adult renters who lack the benefit of historically high home equity to tap into for a home purchase will continue to find the housing market challenging. Specifically, as many Millennials age past first-time home buying age and more Gen Z approach these years, the current housing landscape is likely to keep these households in the rental market for a longer period as they work to save up more money for the growing down payment needed to buy a first home. This trend is expected to sustain robust demand for rental properties. Consequently, we anticipate that rental markets favored by young adults , a list which includes a mix of affordable areas and tech-heavy job markets in the South, Midwest, and West, will be rental markets to watch in 2024.

Key Wildcards:

  • Wildcard 1: Mortgage Rates With both mortgage rates and home prices expected to turn the corner in 2024, record high unaffordability will become a thing of the past, though as noted above, the return to normal won’t be accomplished within the year. This prediction hinges on the expectation that inflation will continue to subside, enabling the recent declines in longer-term interest rates to continue. If inflation were to instead see a surprise resurgence, this aspect of the forecast would change, and home sales could slip lower instead of steadying.
  • Wildcard 2: Geopolitics In our forecast for 2023 , we cited the risk of geopolitical instability on trade and energy costs as something to watch. In addition to Russia’s ongoing war in Ukraine, instability in the Middle East has not only had a catastrophic human toll, both conflicts have the potential to impact the economic outlook in ways that cannot be fully anticipated. 
  • Wildcard 3: Domestic Politics: 2024 Elections In 2020, amid the upheaval of pandemic-era adaptations, many Americans were on the move. We noted that Realtor.com traffic patterns indicated that home shoppers in very traditionally ‘blue’ or Democratic areas were tending to look for homes in markets where voters have more typically voted ‘red’ or Republican. While consumers also reported preferring to live in locations where their political views align with the majority , few actually reported wanting to move for this reason alone. 

Housing Perspectives:

What will the market be like for homebuyers, especially first-time homebuyers.

First-time homebuyers will continue to face a challenging housing market in 2024, but there are some green shoots. The record-high share of income required to purchase the median priced home is expected to begin to decline as mortgage rates ease, home prices soften, and incomes grow. In 2023 we expect that for the year as a whole, the monthly cost of financing the typical for-sale home will average more than $2,240, a nearly 20% increase over the mortgage payment in 2022, and roughly double the typical payment for buyers in 2020. This amounted to a whopping nearly 37% of the typical household income. In 2024 as modest price declines take hold and mortgage rates dip, the typical purchase cost is expected to slip just under $2,200 which would amount to nearly 35% of income. While far higher than historically average, this is a significant first step in a buyer-friendly direction.

How can homebuyers prepare? 

Homebuyers can prepare for this year’s housing market by getting financially ready. Buyers can use a home affordability calculator , like this one at Realtor.com to translate their income and savings into a home price range. And shoppers can pressure test the results by using a mortgage calculator to consider different down payment, price, and loan scenarios to see how their monthly costs would be impacted. Working with a lender can help potential buyers explore different loan products such as FHA or VA loans that may offer lower mortgage interest rates or more flexible credit criteria. 

Although prices are anticipated to fall in 2024, housing costs remain high, and a down payment can be a big obstacle for buyers. Recent research shows that the typical down payment on a home reached a record high of $30,000 .  To make it easier to cobble together a down payment, shoppers can access information about down payment assistance options at Realtor.com/fairhousing and in the monthly payment section of home listing pages. Furthermore, home shoppers can explore loan products geared toward helping families access homeownership by enabling down payments as low as 3.5% in the case of FHA loans and 0% in the case of VA loans .

What will the market be like for home sellers?

Home sellers are likely to face more competition from builders than from other sellers in 2024. Because builders are continuing to maintain supply and increasingly adapting to market conditions, they are increasingly focused on lower-priced homes and willing to make price adjustments when needed. As a result, potential sellers will want to consider the landscape for new construction housing in their markets and any implications for pricing and marketing before listing their home for sale.

What will the market be like for renters?

In 2024, renting is expected to continue to be a more cost-effective option than buying in the short term even though we anticipate the advantage for renting to diminish as home prices and mortgage rates decline. 

However, for those considering the pursuit of long-term equity through homeownership, it’s essential to not only stay alert about market trends but also to carefully consider the intended duration of residence in their next home. When home prices rise rapidly, like they did during the pandemic, the higher cost of purchasing a home may break even with the cost of renting in as little as 3 years. Generally, it takes longer to reach the breakeven point, typically within a 5 to 7-year timeframe. Importantly, when home prices are falling and rents are also declining, as is expected to be the case in 2024, it can take longer to recoup some of the higher costs of buying a home. Individuals using Realtor.com’s Rent vs. Buy Calculator can thoroughly evaluate the costs and benefits associated with renting versus buying over time and how many years current market trends suggest it will take before buying is the better financial decision. This comprehensive tool can provide insights tailored to a household’s specific rent versus buying decision and empowers consumers to consider not only the optimal choice for the current month but also how the trade-offs evolve over several years.

Local Market Predictions:

All real estate is local and while the national trends are instructive, what matters most is what’s expected in your local market. 

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Moscow - Comprehensive Overview of the City, PEST Analysis and Key Industries Including Technology, Tourism and Hospitality, Construction and Retail

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  • Description
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  • The service sector remains the key contributor to the regional economy - and the major employer.
  • Moscow is a key tourist destination for both domestic and international tourists and witnessed a significant growth over the year. Strong performance is observed in the construction sector with increasing employment, number of building permits issued and building completions.
  • Gain a comprehensive knowledge of future economic and demographic trends and understand the performance of various sectors within the city.
  • Analyze and understand the business environment in the city to align your investment and expansion strategies.
  • The report helps to drive a conclusion in choosing a suitable city to invest or expand according to your business structure.
  • Explore new opportunities in the hospitality, tourism, construction, real estate and retail sectors.

City Snapshot PEST Analysis Political Economic Social Technology and Infrastructure Communications Internal Transport Networks Connectivity Airports Business Environment Analysis Travel and Tourism Tourism Flows Hotels Attractions Events Construction and Real Estate Investment Real Estate Market Retail Retail Market Consumption, Income and Prices Appendix Sources Further Reading Ask the Analyst About MarketLine Disclaimer List of Tables Table 1: Moscow metropolitan area - key facts (estimates), 2021 Table 2: Moscow metropolitan area - real GDP and real GDP growth, 2000-30 Table 3: Moscow metropolitan area - economic growth comparison (Index 2010=100), 2000-30 Table 4: Moscow metropolitan area - GDP per capita comparison, 2000-30 ($) Table 5: Moscow metropolitan area - employment structure, 2000-30 (% of total) Table 6: Moscow metropolitan area - main universities, 2021 Table 7: Moscow metropolitan area - population comparison, 2000-30 (million) Table 8: Moscow metropolitan area - population by age, 2000-30 (% of total) Table 9: Moscow city - mass transit network indicators, 2020 Table 10: Moscow metropolitan area - Sheremetyevo Alexander S. Pushkin International Airport, key indicators, 2018-21 Table 11: Moscow metropolitan area - Domodedovo Mikhail Lomonosov International Airport, key indicators, 2018-21 Table 12: Moscow city - Fortune Global 500 companies, HQ in City, 2022 Table 13: Moscow city - office rents, 2021 Table 14: Moscow region - tourists in collective accommodation facilities, 2017-H1 2022 (number) Table 15: Moscow region - overnight stays in collective accommodation facilities, 2017-H1 2022 (number) Table 16: Moscow region - key indicators of collective accommodation facilities, 2017-21 (number) Table 17: Moscow city - hotel KPIs, 2018-21 Table 18: Moscow city - UNESCO World Heritage Sites Table 19: Moscow metropolitan area - MICE and other events List of Figures Figure 1: Moscow metropolitan area - real GDP and real GDP growth, 2000-30 Figure 2: Moscow metropolitan area - economic growth comparison (Index 2010=100), 2000-30 Figure 3: Moscow metropolitan area - GDP per capita comparison, 2000-30 Figure 4: Moscow metropolitan area - employment structure, 2000-30 (% of total) Figure 5: Moscow metropolitan area - population comparison, 2000-30 Figure 6: Moscow metropolitan area - population by age, 2000-30 (% of total)

Bangkok - Comprehensive Overview of the City, PEST Analysis and Key Industries Including Technology, Tourism and Hospitality, Construction and Retail

Istanbul - comprehensive overview of the city, pest analysis and key industries including technology, tourism and hospitality, construction and retail, lima - comprehensive overview of the city, pest analysis and key industries including technology, tourism and hospitality, construction and retail, naples - comprehensive overview of the city, pest analysis and key industries including technology, tourism and hospitality, construction and retail, shenzhen - comprehensive overview of the city, pest analysis and key industries including technology, tourism and hospitality, construction and retail, singapore - comprehensive overview of the city, pest analysis and key industries including technology, tourism and hospitality, construction and retail, research assistance.

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PESTLE Analysis

SWOT and Business Analysis Tools

British Airways PESTLE Analysis 2022

Apr 22, 2022 by Abdul Momin

If I ask you which airline is the most popular in the UK? Or which airline is among the world’s best airlines? What name pops up in your head? I’m pretty sure you’re thinking about British Airways.

British Airways is a full-service global airline, offering year-round low fares with an extensive global route network flying to and from centrally-located airports. British Airways operates more than 280 aircraft serving over 170 destinations worldwide.

The story of British Airways starts from the historic merger that took place nearly four decades ago. In 1974, British Overseas Airways Corporation and British European Airways merged to form British Airways.

From there onwards, British Airways observed exponential growth. Currently, British Airways has around 40,000 employees. In 2021, British Airways generated revenue of 3.7 billion British pounds which was four times less than it used to generate before COVID-19 but still, it was enough to keep the airlines going.

British Airways has to stay agile and adaptable to changing needs, operating in an industry full of competition and changing technologies. As a leading international Airline, British Airways faces several kinds of challenges that can be operational, economic, or political.

This British Airways PESTLE analysis will study some of the leading factors that impact British Airways’ operations.

Before I start with the PEST analysis , I’ll explain what PESTLE analysis is . The acronym PESTLE stands for Political, Economic, Social, Technological, Legal, and Environmental. These are the macroeconomic factors that can affect a company’s performance.

PESTLE analysis is the perfect tool to analyze the impact of the macroeconomic variables mentioned above on a company. This tool helps in making long-term plans to attain growth in the future and create strategies to maximize the market share.

Political Factors Affecting British Airways

There are plenty of external factors that impact a business; political factors are one of them. A successful manager can see ahead of the curve. To make a company grow, its managers should know what impact government policies will have on the company.

Like any other company, British Airways also gets affected by the change in government policies. Recently after the Russian invasion of Ukraine, Russia banned UK flights from using Russian airspace in retaliation to the sanctions which were imposed by the UK on Russia.

All flight operations of British Airways in Russia also came to a halt. This entire political scenario will cause a drop in the market share of British Airways. It will also increase the cost of operations since British Airways can’t use the Russian airspace, so they will have to look for alternative routes.

Government policies can sometimes cause actual discomfort between the government and a company. A similar scenario was created between the government and British Airways back in 2015 ; when British Airways demanded a third runway at London’s famous Heathrow airport, the conflict arose.

After observing some government delays, British Airways boss Willie Walsh threatened the government to move his business out of the UK. A tense situation was created between the government and British Airways; later, their relationship improved with time.

Economic Factors

In PESTLE analysis, E stands for Economic factors . Understanding these factors is essential in making wise decisions and guiding your company to greater heights. This section of the PESTLE analysis will discuss how economic factors affect British Airways.

At the start of 2020, the number of COVID-19 cases increased rapidly in the UK. To prevent its spread, the government imposed lockdowns. Due to COVID-19, British Airways experienced significant financial losses as its economic activity declined.

During COVID-19, British Airways suffered an annual loss of £6.4 billion . This loss was not only incurred by a decrease in passenger revenue; it also occurred due to expensive fuel and currency hedges as the pound experienced historic depreciation during the pandemic.

Fluctuation in fuel prices also ha s a direct effect on the airline industry . Lower fuel prices will result in high-profit margins, improving the company’s financial position. For example, back in 2016 , lower fuel prices increased the earnings of British Airways by 65%.

Socio-Cultural Factors

Every company operating has to keep a close eye on the social factors . To function in society, a company must be aware of consumer choices, upcoming trends, and demographic changes in society.

Discussion about airfares is endless. When trips are planned, the first thing people look at is airfare. Cheaper plane tickets attract travelers immensely since people don’t want to spend extra money on air tickets.

Knowing this mindset of people, British Airways decided to reduce the legroom of its planes and add extra seats to offer cheaper tickets and compete with low-cost carriers.

Another social factor, globalization, has impacted the business strategy of British Airways. Over the years, the world has developed into a global village, promoting globalization can benefit any company.

Keeping this in mind, British Airways made an advertisement that showed cross-cultural communication between a flight attendant and a passenger. People loved this advertisement across the globe.

Moreover, customers’ buying habits also play an essential role in determining the performance of British Airways in the market.

Buying habits of customers keep on changing; people might stop paying for a product that seems essential and start paying for products that seem highly unimportant.

In order to attain growth, businesses should monitor consumers’ buying habits very closely, or else they might have to face the music just like British Airways did. Back in 2016, British Airways started charging for the food provided on the flights. British Airways took this step to increase its revenue.

British Airways might have assumed that people would have no problem paying up for the snacks during the flight. Still, this action proved to be very wrong as a significant decline was observed in the perception of British Airways passengers after this act. 

Technological Factors

The technological factors in PESTLE analysis account for the latest technological developments that impact businesses across the globe.

In the growing technological phase, businesses need to adapt and implement technology.

British Airways used automation technology to collect post-flight feedback from the passengers. Such technology usage will save the cost of data collection; it will also provide a pathway for customers living in different parts of the world to connect with British Airways.

Technology is a tool that can help a business grow enormously. For example, engineers and scientists have been working on fuel-efficient engines for Cars, Boats, Bikes, and Planes over the years.

British Airways is also working on its fuel-efficiency program . The success of this program will be a breakthrough for the aviation industry. British Airways can cut down its fuel costs and maximize profits with fuel-efficient engines.

Moreover, the Internet has made things so easy for us. It has provided opportunities to businesses for online transactions and promotion.

Facilitating customers online and having an online presence can play a significant role in a company’s success. Keeping the upcoming technological developments in mind, British Airways introduced its website where online bookings are made to facilitate passengers. This increases consumer satisfaction hence increasing brand loyalty.  

Legal Factors

To operate in a society, a business must abide by laws. Therefore, legal factors can impact a business to a great extent.

The letter L in the word “PESTLE” represents all the legal factors that affect the business. This section will learn about the laws that can impact British Airways.

British Airways is subject to all aviation-related and country-specific regulations, including fairness, discrimination, and disability. Violation of any such law can result in heavy fines, even a ban in the worst-case scenario, which will damage the brand’s image.

Companies are considered the guardians of their employees’ and customers’ data. There are several laws present to prevent a data breach. In 2018, a heavy fine of £20 was imposed on British Airways on data breach charges.

Through this charge, British Airways suffered a heavy financial loss and earned a bad name.

Lawsuits are never beneficial for the company. Plenty of time and money is spent in the process, and controversies are created, which can have long-lasting effects.  

Some of the laws are imposed by the government, while some are self-imposed by the companies. For example, British Airways used to claim that if flights are canceled, refunds will be paid, but during COVID-19, that’s not exactly what happened.

During the pandemic at some point, British Airways had to cancel flights. After the bookings got canceled, British Airways refused to give refunds to the customers due to which a lawsuit was filed against the airline . 

The best advice we can give to big corporations is to avoid lawsuits and abide by the law because one case can destroy years of hard work.

Environmental Factors

This is the very last section of the PESTLE analysis. This section will discuss some of the environmental factors that impact businesses. Environmental factors account for ecological factors that shouldn’t be ignored to achieve sustainable growth.

With the number of flights and aircraft carriers increasing each year, the environmental impact of the airline industry has now become a central concern for regulatory authorities around the world.

British Airways is considered a massive company in terms of revenue and employees. It is one of the best airlines in the UK, yet it has a very responsible attitude towards society and climate.

British Airways acknowledges the issue of global warming, and it is working to mitigate carbon emissions. For example, British Airways is the first airline that used sustainable fuel in its Jets, reducing carbon emissions by 80%.

Great importance is given to carbon emissions by British Airways and its parent company IAG. As a result, IAG has initiated a program, flightpath net zero . Under this program, IAG aims to bring carbon emissions to zero by 2050.

British Airways PESTLE Analysis: Final Thoughts  

If you have reached this far reading this article, I am sure you are now aware of the external macroeconomic factors upon which the growth and performance of British Airways depend.

We learned in this article that there are so many factors affecting British Airways, yet British Airways performs consistently and is considered among the top British airlines.

In order to list down the external factors, we conducted a PASTEL analysis that provided us with a complete picture of the Political, Economic, Social, Technological, Legal, and Environmental factors affecting British Airways.

After reading this article, you now have insight into British Airways, and you also know the PESTLE analysis framework .

PESTLE analysis is an essential technique used in business to highlight the external factors affecting businesses to make strategies and plans for the future accordingly.

To develop a better understanding of PESTLE analysis, I would recommend all of you to have a look at some of the examples of PESTLE analysis . 

And besides PESTLE analysis, in order to get a complete snapshot of both internal and external factors affecting British Airways, take a look at our British Airways SWOT Analysis .

What to watch for as 'elite, transformational' Nvidia reports earnings, according to Wedbush

  • As Nvidia gets ready to report earnings, Wedbush recommends evaluating the tech stock differently.
  • Like other big tech stories, investors could miss out if they focus too much on P/E ratios. 
  • "Investors must see the forest through the trees to where this spending wave (and estimates) can head over the next 3 years."

Insider Today

Nvidia is set to report earnings after the closing bell on Wednesday, and according to Wedbush, Wall Street should be thinking a bit outside the box when it comes to the artificial intelligence leader. 

"For the elite, transformational tech stories such as Nvidia and the AI Revolution investors must see the forest through the trees to where this spending wave (and estimates) can head over the next 3 years," analysts wrote in a note on Tuesday.

The lesson, Wedbush says, can be taken from the transformational tech stocks of the last decade: Amazon, Netflix, Meta, Apple, Alphabet, and other mega-cap giants. The investors who missed out on those stocks' massive gains were those who "dogmatically" evaluated the stocks using a price-to-earnings ratio, which isn't as important a metric when you're dealing with a unique tech story.

Wedbush's bull thesis on the AI revolution is instead buttressed by the argument of a massive spending wave on the horizon. 

"We believe 60%-70% of enterprises will ultimately head down the AI use case path as we estimate a $1 trillion of incremental AI spend over the next decade."

For Nvidia's Wednesday report, Wall Street is expecting another "beat and raise," analysts wrote. It's largely for the same reason the stock has been racing upwards thus far: AI models need a specific type of chip — GPUs — and Nvidia is a stalwart in the game. Wedbush is "laser focused" on the trajectory of GPU orders and demand flow.

The key, therefore, is to look at the pace of data-center-AI-driven spending, they noted, and the cash that is gushing into the sector is far off its peak.

"We believe peak spending is still ahead for the AI market as many enterprises head down the AI use case path over the next few years and we are expecting more good news from the Godfather of AI this week."

Nvidia's stock is already up 51% this year, with a valuation more than the Chinese stock market. It is now the third-largest US company.

"The AI Revolution starts with Nvidia and in our view the AI party is just getting started," the analysts said.

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