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Session 1A - PESTL FACTORS
Session 1A - PESTL FACTORS
Management
Environmental Factors
Session 1 (contd.)
Company
Publics Competitors
Forces
ForcesAffecting
Affectingaa
Company’s
Company’sAbility
Abilityto
to
Serve
ServeCustomers
Customers
Suppliers Market
Marketing
Intermediaries
The Company’s Microenvironment
• Company’s Internal Environment - functional areas
such as top management, finance, and
manufacturing, etc. capabilities; resources
Publics Competitors
Forces Affecting a
Forces Affecting
Company’s Ability toa
Company’s Ability to
Serve Customers
Serve Customers
Suppliers Market
Marketing
Intermediaries
The Company’s Microenvironment
• Marketing Intermediaries - help the company to
promote, sell, and distribute its goods to final buyers.
Publics Competitors
Forces Affecting a
Forces Affecting
Company’s Ability toa
Company’s Ability to
Serve Customers
Serve Customers
Suppliers Market
Marketing
Intermediaries
Macro-Environmental Forces
Demographic
Technological Economic
Forces
Forcesthat
that Shape
Shape
Opportunities
Opportunities
and
andPose
PoseThreats
Threats
to
toaaCompany
Company
Political-Legal Socio-Cultural
Natural
Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained
Personal Factors
Age
Self- Life cycle
concept stage
Lifestyle Occupation
Values Wealth
Personality
Natural Environment
Shortage of
raw materials
Increased
energy costs
Anti-pollution
pressures
Governmental
protections
The Macro Environment
Political/Legal variables
• Anti trust laws
• Taxation laws
• Labor laws
• Deregulation philosophies
• etc., etc……….
Political Environment
Increased
Legislation Changing
Enforcement
Opportunities
for innovation
Varying R&D
budgets
Increased regulation
of change
Marketing Environment
Demographic
Company
Cultural Economic
Publics
Suppliers
Company
Competitors Customers
Political Natural
Intermediaries
Technological
That’s all for
today!!!