MK101: The PESTEL analysis

Summary

L'analyse PESTEL est une méthode structurée pour examiner les facteurs externes d'environnement macroéconomique qui influencent les entreprises. Elle couvre six domaines clés : politique, économique, socio-démographique, technologique, environnemental et légal. Cette analyse révèle les forces de changement dans la société, aide à anticiper les changements futurs et à adapter les stratégies commerciales en identifiant les opportunités et les menaces pour préparer l'entreprise aux défis à venir.

Takeaways

• 🌐 L'analyse PESTEL est une méthode structurée pour examiner l'environnement macroéconomique et les facteurs externes non contrôlables qui influencent les entreprises.
• 🏛️ 'P' dans PESTEL représente les facteurs politiques, qui comprennent les décisions gouvernementales, les élections, les réformes et les politiques publiques.
• 💹 'E' fait référence aux facteurs économiques tels que la croissance économique, l'inflation, les taux d'intérêt et les taux de chômage qui affectent la capacité des entreprises à recruter et à vendre.
• 👥 'S' pour les facteurs socio-démographiques, qui incluent la croissance de la population, les tendances d'âge, la migration et la diversité culturelle.
• 🌱 'T' couvre les facteurs technologiques, comme les avancées dans les technologies de l'information, l'intelligence artificielle, la robotique et l'automatisation.
• 🌍 'E' pour les facteurs environnementaux, abordant les questions de changement climatique, la durabilité, la pollution et la gestion des ressources naturelles.
• 📜 'L' concerne les facteurs juridiques, qui incluent les lois, réglementations et normes qui régissent les activités des entreprises et leurs interactions avec les consommateurs.
• 🔍 L'analyse PESTEL permet aux entreprises de comprendre les forces motrices du changement, d'anticiper les changements futurs et de se préparer à eux.
• 📈 Elle aide également à identifier les opportunités et les menaces, ce qui est essentiel pour informer la stratégie marketing et les décisions d'affaires.
• ⚠️ Il est important pour les entreprises de rester à un niveau macro lors de l'analyse PESTEL, examinant les grandes tendances qui affectent l'ensemble du marché et non seulement leur propre entreprise.

Q & A

Qu'est-ce que l'analyse PESTEL et pourquoi est-elle importante pour une entreprise?

L'analyse PESTEL est une méthode structurée pour examiner l'environnement externe d'une entreprise ou d'un pays. Elle est importante car elle révèle les facteurs externes et non contrôlables qui ont un impact sur les entreprises et leurs concurrents.

Quels sont les six éléments clés de l'analyse PESTEL?

Les six éléments clés de l'analyse PESTEL sont : P pour les facteurs politiques, E pour les facteurs économiques, S pour les facteurs socio-démographiques, T pour les facteurs technologiques, E pour les facteurs environnementaux et L pour les facteurs législatifs.

Pourquoi est-il important de comprendre les facteurs politiques dans le contexte d'une entreprise?

Les facteurs politiques, tels que les élections, les réformes gouvernementales et les politiques publiques, peuvent avoir un impact significatif sur les décisions stratégiques et les opérations d'une entreprise.

Comment les facteurs économiques peuvent-ils influencer une entreprise?

Les facteurs économiques, tels que la croissance économique, les taux d'intérêt, les taux de chômage et les taux de change, affectent la capacité des entreprises à embaucher, à investir et à gérer leurs coûts et revenus.

Quels sont les facteurs socio-démographiques à prendre en compte lors de l'analyse PESTEL?

Les facteurs socio-démographiques incluent la croissance de la population, les tendances de migration, la diversité culturelle, les niveaux de santé et les changements dans les normes de consommation.

Quels sont les changements technologiques courants qui peuvent affecter les entreprises?

Les changements technologiques courants comprennent les avancées dans les technologies de l'information, l'intelligence artificielle, la robotique et l'automatisation, qui peuvent créer de nouvelles opportunités ou remplacer des emplois manuels.

Pourquoi les entreprises doivent-elles s'intéresser aux facteurs environnementaux?

Les facteurs environnementaux, tels que le changement climatique, la durabilité et la gestion des ressources, sont devenus critiques pour les entreprises, qui doivent gérer les risques et saisir les opportunités liées à la protection de l'environnement.

Quels sont les aspects législatifs qu'une entreprise doit considérer lors de l'analyse PESTEL?

Les aspects législatifs comprennent les lois sur l'emploi, la protection des données, la santé et la sécurité, ainsi que les réglementations internationales qui peuvent affecter les opérations d'une entreprise.

Comment l'analyse PESTEL peut-elle aider une entreprise à anticiper les changements et à s'adapter?

En identifiant les forces motrices du changement et en évaluant leurs impacts potentiels, l'analyse PESTEL permet aux entreprises de préparer et d'adapter leurs stratégies pour tirer parti des opportunités et de minimiser les menaces.

Quels sont les erreurs courantes à éviter lors de l'application de l'analyse PESTEL?

Les erreurs courantes comprennent la description de la stratégie interne au lieu des facteurs externes, l'analyse à un niveau micro au lieu d'un niveau macro, et l'absence de diagnostic clair sur les opportunités et les menaces pour l'entreprise.

Outlines

00:00

🌐 Analyse PESTEL : Comprendre l'environnement macro

Le paragraphe 1 introduit l'outil d'analyse PESTEL, utilisé pour examiner l'environnement macro d'une entreprise ou d'un pays. Il explique que l'analyse PESTEL est une méthode structurée pour identifier les forces de changement clés dans la société, réparties en six catégories : politique, économique, socio-démographique, technologique, environnementale et légale. Cette analyse révèle les facteurs externes non contrôlables qui influencent les entreprises et permet de saisir les opportunités ou d'éviter les menaces. L'accent est mis sur l'importance de la réactivité aux changements pour la survie et la prospérité des entreprises.

05:03

📈 Application de l'analyse PESTEL dans la stratégie marketing

Le paragraphe 2 traite de la manière d'appliquer l'analyse PESTEL pour informer la stratégie marketing. Il suggère d'identifier les six facteurs externes, de recueillir des informations pertinentes et de les structurer sous les en-têtes appropriés. L'analyse doit ensuite décrire les facteurs, évaluer leur impact positif ou négatif, et synthétiser ces informations dans un tableau. L'objectif est de diagnostiquer les principales opportunités et menaces qui guideront les décisions d'affaires, en développant des stratégies pour exploiter les opportunités et minimiser les menaces.

10:04

💼 Considération des facteurs économiques et socio-démographiques

Le paragraphe 3 explore les facteurs économiques et socio-démographiques qui influencent les startups. Les aspects économiques comme le taux de chômage, la croissance économique, l'inflation, les taux d'intérêt et les taux de change sont abordés, soulignant leur impact sur la capacité des entreprises à embaucher et à vendre. Les facteurs socio-démographiques incluent la croissance de la population, les migrations, la diversité culturelle, la santé et les attitudes des consommateurs, qui peuvent soit créer des opportunités, soit poser des défis pour les entreprises.

15:05

🌱 Facteurs technologiques et environnementaux dans l'analyse PESTEL

Le paragraphe 4 met l'accent sur les changements rapides dans le domaine technologique et leur impact sur les entreprises. Il couvre les avancées dans les technologies de l'information, l'intelligence artificielle, les télécommunications et l'automatisation. Les défis environnementaux tels que le changement climatique, la protection de la biodiversité et la gestion des ressources renouvelables sont également discutés, ainsi que les opportunités qu'ils présentent pour les entreprises innovantes.

20:06

🏛 Considération des facteurs législatifs et la mise en pratique de l'analyse PESTEL

Le paragraphe 5 traite des facteurs législatifs et de la manière dont ils peuvent influencer les entreprises, notamment en ce qui concerne la conformité avec les lois et les réglementations. Il explique que l'analyse PESTEL est essentielle pour documenter les facteurs externes non contrôlables et pour établir un diagnostic sur leur influence sur les décisions stratégiques futures. L'exemple de Disneyland Paris est utilisé pour illustrer comment chaque facteur PESTEL peut être appliqué à une entreprise spécifique, en identifiant les opportunités et les menaces majeures.

Keywords

💡PESTEL分析

PESTEL分析是一种宏观环境分析工具，它涵盖了政治、经济、社会人口、技术、环境和法律六个方面。在视频中，PESTEL分析被用来识别和评估对企业或国家有影响的外部因素，帮助企业理解并适应这些不可控因素，从而抓住机会或避免威胁。例如，视频提到通过PESTEL分析可以揭示企业运营环境中的外部不可控因素。

💡宏观环境

宏观环境指的是影响企业运营的大环境，包括全球性的经济、政治和社会趋势。视频中强调了宏观环境分析的重要性，因为它能揭示市场的主要机会和威胁，如气候变化、政策变化等，这些都是企业必须适应的外部因素。

💡微观环境

与宏观环境相对，微观环境指的是更具体的市场层面，如特定行业的市场趋势和消费者行为。视频中提到，虽然宏观环境分析提供了大范围的视角，但企业还需要关注微观环境，以便更细致地理解市场动态。

💡机会与威胁

在PESTEL分析中，机会和威胁是两个核心概念。机会是指那些能够增加企业潜在收入的外部因素，而威胁则可能减少收入甚至导致企业倒闭。视频中通过分析不同因素对企业的影响，帮助企业识别并利用机会，同时规避或减少威胁。

💡政治因素

政治因素涉及政府的政策、法律和决策等，这些都会直接影响企业的运营。视频中提到，政治因素包括选举、政府改革、补贴政策等，这些都可能对企业的策略和运营产生重大影响。

💡经济因素

经济因素包括就业率、经济增长、通货膨胀率、利率等，这些都是影响消费者购买力和企业投资决策的关键经济指标。视频中强调了经济因素对企业战略的重要性，如利率变动对企业投资的影响。

💡社会人口因素

社会人口因素涉及人口增长、年龄结构、文化多样性等社会趋势。视频中提到，这些因素会影响消费者的需求和行为，如年轻人对体验经济的追求，这对企业的产品开发和市场策略有直接影响。

💡技术因素

技术因素关注信息技术、人工智能、移动通信等领域的最新发展。视频中指出，技术进步不仅改变了消费者的行为，也为企业提供新的服务和产品创造了机会，如通过虚拟现实技术提升游客体验。

💡环境因素

环境因素包括气候变化、可持续资源、污染等问题。视频中强调，环境问题不仅是全球性的挑战，也为企业提供新的商机，如开发环保产品和解决方案。

💡法律因素

法律因素涉及与企业运营相关的法律法规，如劳动法、消费者保护法等。视频中提到，企业必须遵守法律，否则可能会面临法律制裁，因此了解和适应法律变化对企业至关重要。

Highlights

PESTEL analysis is a structured systematic analysis of the external business environment, also known as the macro environment.

The macro environment identifies big opportunities and threats for a business in a market.

PESTEL stands for Political, Economic, Socio-Demographic, Technological, Environmental, and Legal factors.

This analysis reveals uncontrollable external factors that impact a business and its competitors.

Adapting to change is crucial for survival, as Darwin's theory suggests.

PESTEL analysis provides a 'helicopter vision' for understanding the big picture of market trends.

The analysis helps to understand driving forces of change and anticipate future changes.

It is necessary for businesses to be proactive rather than reactive in adapting to changes.

PESTEL analysis involves identifying opportunities that can increase potential revenues and threats that can decrease them.

The tool is applied to inform marketing strategy by identifying and analyzing six external factors.

Official sources and reliable data are essential for conducting a PESTEL analysis.

A diagnosis of the main factors is made by stating whether each is an opportunity or a threat.

Findings should be summarized in a table for quick assessment of their impact on the business.

Key opportunities and threats inform business decisions and future strategy.

Political factors include government decisions, elections, reforms, subsidies, and policies.

Economic factors encompass employment figures, economic growth, inflation rates, and interest rates.

Socio-demographic factors involve population growth, age profiles, migration, and cultural diversity.

Technological factors include advancements in IT, AI, mobile technology, robotics, and digitalization.

Environmental factors cover climate change, sustainable resources, pollution, and recycling.

Legal factors involve compliance with laws, regulations, and international standards.

Disneyland Paris serves as a concrete example to illustrate how PESTEL analysis can be applied.

Common mistakes in PESTEL analysis include focusing on internal strategy or not staying at a macro level.

A diagnosis of each factor is essential to determine its impact as an opportunity or threat.

Transcripts

in our journey about creating a company

we're gonna start by looking at the

pestle analysis which looks at the macro

environment so what is that all about

let's describe first of all the pastel

tool and its use so what is a pastel

analysis well we saw last time that we

start with the situation analysis as

we're in a situation of creating a

startup we're assuming that the internal

analysis of your company is going to be

fairly short because you've only just

started creating your company there's no

history to the count so in the situation

analysis in this case we're going to

look first of all at the external

environment in which you want to

innovate and operate in your future

business that involves the macro

environment on the one hand which is the

big global picture and we'll see in the

future the micro environment which takes

us down to the market level the macro

environment is going to identify big

opportunities and threats that are

present for us in that market so what is

the pastel analysis well it's simply a

structured systematic analysis of the

external business environment that we

call the macro environment on a company

or a country in a country level

environment it sums up the key forces of

change in society in general under six

headings which enable us to structure

our analysis in a much more formalized

way those six headings create the

letters for the word pesto P for

political factors Eve economic factors s

for socio-demographic factors T for

technology e for environmental and L for

legal

by doing this analysis it reveals the

external uncontrollable factors within

the environment in which your business

operates and which is going to have an

impact on you and your competitors it's

not specific to your company and it is

above all uncontrollable one single

startup on its own is not going to

change what's going on in this

particular environment so we have to

study it and learn to adapt to those

factors and either seize the

opportunities or avoid the threats as we

saw previously Darwin said that it is

not the strongest or the most

intelligent of species that survive but

the ones that are most responsive to

change so being able to respond to

change requires us first of all to

observe those changes and that is what

the pastel analysis is there to do

pastel analysis is all about the

helicopter vision getting off the ground

into a much higher level of analysis so

that you're looking down onto the

markets and you get the big picture so

let's imagine we're going to start by

creating a start-up which operates in

France we're looking at the big picture

in France and the mega trends which are

going on in our environment which is

going to have an impact on different

types of businesses why do we do the

pastel analysis well as we've said it is

necessary to change and to adapt so

first of all it enables us to understand

what those driving forces of change are

secondly it enables us to anticipate

future changes and so be prepared

rather than being constantly behind and

having to catch up we're in the position

to be proactive instead of reactive if I

can

up to those changes then I am evolving

an evolution generally is positive

making things better the Bessel analysis

also forces us to make a diagnosis of

the main factors by stating whether each

thing that we identify is either an

opportunity for us it's going to give us

ability to develop our activity or poses

a threat to us an opportunity basically

will increase my potential revenues a

threat is going to decrease my potential

revenues and even put me out of business

so how do we apply the pestle tool to

inform your marketing strategy first of

all we need to identify the six external

factors and start collecting information

that is relevant for our particular

business you're going to be going

through a mass of information from

various sources and you're going to

structure your analysis by putting them

under the particular headings so that

you get paragraphs about the political

factors paragraphs about the economic

factors etc etc you're going to be using

official sources sources from the

government sources from specific

industries linked to yours sources from

specialized press they have reliable

data and reliable statistics once you've

collected all of this data you're going

to have to start analyzing it so firstly

what factors have you identified giving

a brief description of what they are and

why it matters what is the potential

impact either positive or negative of

each of the factors and that is where we

have the diagnostic element you're going

to summarize your findings in a table

which is a convenient way of reading

rapidly the impact of

certain elements relating to your

business and finally you're going to

summarize and diagnose the key

opportunities and threats which are

going to inform your business decisions

using those key opportunities we're

going to be developing our future

strategy the types of products the types

of approach looking for areas where

business is going to be profitable where

new companies are arriving where new

market trends are emerging and trying to

minimize threats that are going to

damage the business and perhaps create

difficulties for us in the future

remember we cannot control these

external factors but by being aware of

them we can control our own future

decisions and how we cope and exploit

these future factors remember to keep

also an accurate bibliography of all of

your sources using Harvard referencing

there'll be a pod on that also in the

future the more you use official

governmental data which is valid and

recognized the more your credibility on

your project will be increased so let's

look at some of the different factors

that you should be looking for obviously

depending on the type of Industry you

are political factors is all about

government and the role and the

decisions that government make so the

impact of next elections

I could have impacts on spending on the

different priorities of certain either

socialist or Pluto or rather liberal

governments perhaps they are going to

initiate reforms in certain areas which

are going to have an impact on your

business

governments provide subsidies or they

may privatize certain areas again that

could have a major impact on your

business area

there could be cuts or increases in

public spending which have an impact on

you and which have an impact on your

potential customers taxation policies

may have an impact may be v80 is going

to change and finally there will be a

whole range of governmental policies in

certain specific areas such as education

policy tourism policy food and

agriculture policy transport policy

health policy public services energy etc

etc so this is a key area for you to get

informed about the priorities and the

impact some areas will gain specific

support by the government because they

are identified as being future growth

areas such as the robotics industry what

we call the silver economy the economy

for elder people in the economy

artificial intelligence

sustainable development climate change

are all areas where the government is

currently putting a lot of resources

economic factors again an individual

startup cannot change these economic

factors you're going to be looking for

things like employment figures because

that is going to impact your ability to

recruit people but salaries also provide

the spending for your future consumers

you're going to be looking at economic

growth whether we're in a boom period or

rather a depression period you're going

to be looking at inflation rates what

prices are doing and whether that is

going to encourage consumers to spend or

to save interest rates will also either

encourage consumers to spend and to take

debts or to save their money and try and

reduce the impact again if you are

having to invest to launch your company

interest rates will also have an impact

on your investment policy the cost of

investing and the cost of borrowing

exchange rates if some of your tourists

are coming in from overseas outside the

eurozone then there are going to be

impacts on exchange rates perhaps when

you're purchasing raw materials an

overall optimism or pessimism and

consumer spending that arises from that

the third big trend regards socio

demographic factors so as that name

suggests we're talking about social

trends and also demographic trends such

as population growth and the breakdown

of different age profiles some countries

have a very young population some

countries have a very elderly population

and the idea of a pyramid is not

necessarily permissible anymore

migration what where are the different

groups of consumers moving to who's

coming in who's leaving cultural

diversity of a given population in a

given country can give you opportunities

or threats the level of Health of

illness obesity for example is a major

trend which is causing threats to some

businesses and opportunities for others

mobility of the population is also

important regarding where people work in

certain areas where there is increasing

population around the coast of France

and other areas where there is

desertification of certain towns

attitudes and inspirations are also

major trends that people will be

expressing so for example there's a

clear attitude and aspiration towards

climate change global warming and

investing in those areas living

standards within different countries

have an impact as well as religious

belief and perhaps new consumption

trends and new sources of militancy and

engagement of the population technology

is moving fast and this is one of the

major areas where all businesses are

going to be impacted by changes in

information technology artificial

intelligence is giving us the ability to

use masses of data to analyze and

predict very finely behaviors and

anticipate future needs in terms of our

mobile phones the 4G and the 5g

technology is going to be changing the

way that we interact with our technology

and the way that we use it to navigate

in the street to respond instantly to

share messages to push messages robotics

and automation are also big trends which

are perhaps taking away certain more

manual jobs and replacing them with more

automated machines so there are whole

new areas of creation going on in terms

of technology and supplies

dematerialization we no longer have

vinyl records although they're making

comeback we're now into digitalization

so again that has led to a whole series

of new types of products

teleworking the fact that we have

communications and the ability to

exchange means that we don't have to be

in the same place as our fellow workers

and again leads to all sorts of

different technologies and ways of

interacting Geographic accessibility

tech technology is going to enable very

distant places also to catch up and

perhaps start spending and start

consuming products in different ways and

then there are ideas of obsolescence

things that die out on a replaced by new

technology upgrading constantly gives us

new opportunities for new products

environmental factors well the

environment is everywhere we're talking

about plastics we're talking about green

energy sustainable follow forests so

climate change is a big issue it can be

a major threat for some people for all

of us in general but it can provide a

lot of opportunities for new companies

to create alternative find new ways of

doing things than we have done in the

past global warming is a major trend the

quest for sustainable resources

renewable energy sources ways of

addressing deforestation increasing

biodiversity reinstating biodiversity

dealing with pollution whether it be air

pollution noise pollution plastic

pollution water pollution recycling

we're learning to reuse the waste that

we produce to create value and new

products we're having struggles for

clean water for everybody are now facing

ideas or difficulties linked to lack of

water to droughts the 40 degrees summer

temperatures which are forcing us to

review the way that we do things and

finally that is also given rise to

certain consumer trends such as

collaborative consumption car sharing

for example through blah blah car or air

B&B instead of hotels and finally legal

factors which very often can be linked

also to the political factors we are in

a regime where we have to create and

respond to new legislation that the

government is bringing into force as a

company manager you must comply with the

law as we say in France new dnesossi

in yo el agua so a company that does not

comply with the law will simply be

stopped so you have to make sure you are

up to date with all of the different

aspects of law which address your

particular company

such as employment law the working hours

the night shifts holidays the ability to

recruit temporary staff contractual law

and how consumers can break that

contract or how you have to respect

certain contracts consumer law recently

we've seen a lot of information about

data protection and how a company cannot

store personal data and use it for

commercial purposes health and safety

regulations are very important and then

on top of that we have not just national

law but also European law and

international laws that come into force

particularly through things such as

quality standards and norms which are

there to protect the consumer so that's

an overview of the six factors it's

going to be a very rich journey

exploring all of those different areas

and trying to summarize it into complete

analysis so let's have a quick look at a

concrete example and some of the

pitfalls let's imagine a company such as

Disneyland so an amusement park in the

Paris Area well in terms of the pastel

we're going to start with politics the

government has a tourism policy we

promote France as a destination for

tourists we have public holidays we have

issues of security and more recently of

terrorism there are cultural aspects and

there may be some external events such

as the Olympic Games for example which

may have a positive impact in the future

for bringing in lots of potential new

customers in 2024 on the economic point

of view interest rates are going to have

an impact on our ability to invest

exchange rates will bring in more or

less international tourists as the

pricing adapts unemployment rates will

affect our ability to employ people and

spending

is going to have an impact on the

frequent ation of the park

socio-demographic well population trends

young people coming in wanting to have

strong sensations with this experiential

economy getting thrills rather than

owning something technology is going to

change the way we do online booking and

it's going to create a whole new realm

of immersive experiences thanks to

reality for example in some of the

attractions the environment is going to

make you think about energy use

accessibility transport packaging the

impact of the local environment the

impact on biodiversity in the local

environment and finally the legal aspect

will have an impact on opening hours

your seasonal contracts for your

seasonal workers the working conditions

of those people and for each of those

factors were obviously going to be

trying to determine the major

opportunities and the major threats

which are going to be affecting

Disneyland as its future market

environment there are a key few key

mistakes that you must avoid the pastel

is about documenting external

uncontrollable factors and you must

state why these factors will influence

the decisions that you will make that is

your future strategy you are not

describing your future strategy because

your future strategy is internal and

controllable because you make the

decisions so you are trying to describe

the external factors and stating whether

they provide an opportunity which is

going to then enable you to develop a

strategy to exploit that opportunity or

whether you're going to be facing a

threat and how you are going to adapt

your internal strategy as a result of

that so your internal

strategy is going to be your marketing

plan at this stage we simply need to

know what are the major opportunities

and what are the major threats second

thing that you have to do is to make

sure that you stay at a macro level

we're looking at the big picture first

of all the major trends that affects not

just you but all of your fellow

competitors in the same market in the

next session we're going to be coming

down to what we call the macro level or

the ground level where you're going to

be looking specifically at a market in

particular and looking in detail about

the statistics and the trends in a

particular market in a particular type

of product so here we're staying at

macro level what I've called the

helicopter vision the big overall

picture and finally you must remember to

formulate a diagnosis we don't just want

loads of factors each factor has to give

rise to an analysis as to whether it is

an opportunity or a threat for your

future business so that is the pastel

analysis watch this video again to

consolidate your knowledge and then

start completing the exercises