MK101: The PESTEL analysis
Summary
TLDRL'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
🌐 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.
📈 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.
💼 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.
🌱 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.
🏛 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.
Mindmap
Keywords
💡PESTEL分析
💡宏观环境
💡微观环境
💡机会与威胁
💡政治因素
💡经济因素
💡社会人口因素
💡技术因素
💡环境因素
💡法律因素
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
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