PESTEL Analysis: Definition, purpose and examples.

Summary/Overview

A PESTEL analysis is a powerful tool for business strategic planning. The acronym stands for Political, Economic, Social, Technological, Environmental and Legal. It helps businesses analyse their macro-environment, i.e., the broader macro (external) influences that could impact the company and its operations.

Whether you're entering a new market or planning for the future, a PESTEL analysis could help you make more informed decisions and boost your understanding of the world around your business.

Continue reading to discover more about the meaning of a PESTEL analysis, what it’s used for, and how you can conduct one.

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What is a PESTEL Analysis?

A PESTEL analysis is a key framework used to examine the external factors that could impact an organisation and its decisions. It can be used to maximise opportunities and minimise threats.

A PESTEL analysis looks at six external influences:

Political.

This includes factors such as leadership, government policies, and change. It also considers foreign trade policies, internal political matters, as well as tax policies and deregulation trends.

Economic.

These elements consider existing and projected economic growth, including interest rates, cost of labour, inflation, job growth, as well as unemployment. It also factors in the impact of globalisation and customer disposable income.

Social.

This considers demographics such as age, race, gender, and family size, plus consumer attitudes, opinions, and buying patterns. It also factors in population growth and employment trends, socio-cultural changes, ethnic and religious tendencies, and living standards.

Technological.

This looks at new methods for producing goods and services, and any innovations in distributing goods and providing services. It also considers new measures that can be used to communicate with target audiences.

Environmental.

This takes into consideration factors contributing to the rising depletion of natural resources, pollution, and sustainability targets. It also examines how a business can operate ethically and sustainably.

Legal.

This considers factors such as health and safety, equal opportunities, consumer rights and laws, equal opportunities, advertising standards, product labelling, and product safety.

Explore free PESTEL Analysis templates.

What is a PESTEL Analysis used for?

A PESTEL analysis is used by businesses to audit the external environment that surrounds and impacts the company. It’s used for identifying and understanding long-term trends that can influence performance and success.

Here are a few benefits of conducting a PESTEL analysis:

• Identifies opportunities and threats. A PESTEL analysis can help you spot any upcoming trends or potential risks that could affect your business.
• Informs strategy. It ensures business plans align with external realities to help boost the chances of long-term success.
• Supports decision-making. The information provided by a PESTEL analysis can provide a broader, more informed perspective. This can be invaluable when making key decisions such as assessing investments, entering new markets, or launching products.
• Enables product and service development. By understanding market needs and consumer trends, businesses can make better decisions about new product launches and refinements. It can also highlight the best times for launches.
• Facilitates organisational change. PESTEL analysis can identify any possible external shifts in the industry, which can indicate the need for change in business processes.

How to conduct a PESTEL Analysis.

If you decide to conduct a PESTEL analysis, it’s important to do it efficiently so you can reap the full benefits of the information it provides. Don’t just list a bunch of external factors – look to understand how those factors could shape your business decisions.

1. Define the scope and industry focus.

Your first step is to identify the scope of the research and the relevant industry. Your PESTEL analysis should aim to consider present and possible future scenarios, as well as apply to the industry and regions that your company operates in.

2. Gather relevant data and research.

Decide how you want to collect the information and who will do it. Ensure all sources are credible; this can include government reports, industry publications, market research, and trusted news sources.

3. Identify key trends in each category.

Look out for patterns and trends in each of the six PESTEL categories. This will help you identify any opportunities and shifts that could impact your business strategy. Examples include rising inflation, new legislation, or changing social values.

4. Assess their potential impact on the business.

How might each trend affect your business? Is it likely to have a positive or negative impact? Do any of the trends present a threat to your operations, or do they offer an opportunity? Remember to think about the short- and long-term effects too.

5. Prioritise and document findings.

Last but not least, rank the trends by potential impact and urgency. Focus on the factors most likely to influence your business overall. Then, summarise your findings in a clear, accessible format and be sure to reference them regularly, adapting as necessary.

PESTEL Analysis examples.

A PESTEL analysis can be used across a range of industries, from tech and retail to energy. Though each sector faces unique macro-environmental circumstances, these can influence key decision-making.

Here are some practical PESTEL analysis examples:

• Technology. Companies in the tech industry could look at legal factors to help them tackle changing data privacy laws, making mitigating legal risk especially critical.
• Healthcare. Healthcare providers could look at social factors, like ageing populations and changing patient expectations, to help shape better service delivery.
• Retail. Retailers could use a PESTEL analysis to help them respond to shifting economic conditions, such as inflation and consumer spending habits, as well as social trends like the growing demand for sustainable products.
• Hospitality. The hospitality industry could assess environmental factors such as climate change affecting tourism, as well as political issues like travel restrictions.
• Energy. Energy companies are heavily influenced by environmental regulations, so they could look analyse their renewable sources and climate change goals.

Get started on your PESTEL analysis with a ready-made template.

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Useful things to know.

What is the difference between a PESTEL and a SWOT Analysis?

The key difference between a PESTEL and SWOT analysis is that a PESTEL analysis is focused solely on the external environment that could impact the business, such as political and economic trends. Meanwhile, a SWOT analysis looks at both internal strengths and weaknesses, as well as external opportunities and threats. A PESTEL analysis can provide useful information for the opportunities and threats sections of a SWOT analysis.

How often should a PESTEL analysis be updated?

It’s typically recommended for a PESTEL analysis to be updated every six months. However, it depends on the industry and environment. Industries with rapid change may require more frequent updates, while stable industries do not need them as often.

Who should conduct a PESTEL analysis?

A PESTEL analysis should be conducted by senior management, team members, strategists, subject matter experts, marketing teams, external consultants, and major stakeholders. This helps to get a broad view of all the influencing factors.

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