PESTEL (Marketing)


PESTEL analysis (political, economic, socio-cultural, technological. ecologic, legal) 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 gives an overview of 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.



Author:S. Imboden
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