Pestle Analysis - Marketing Plan

PESTLE Analysis - Marketing Plan

PESTLE analysis is a useful tool for understanding the industry situation as a whole, and is often used in conjunction with a SWOT analysis to assess the situation of an individual business.
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PESTLE stands for “Political, Economic, Sociological, Technological, Legal and Environmental” factors. The questions to ask yourself are:

▪ What are the key political factors likely to affect the industry? ▪ What are the important economic factors? ▪ What cultural aspects are most important? ▪ What technological innovations are likely to occur? ▪ What current and impending legislation may affect the industry? ▪ What are the environmental considerations?

|Factor |Often Comprised Of |
|Political |- Current taxation policy |
| |- Future taxation policy |
| |- The current and future political support |
| |- Grants, funding and initiatives |
| |- Trade bodies |
| |- Effect of wars or worsening relations with particular countries |
|Economic |- Overall economic situation |
| |- Strength of consumer spending |
| |- Current and future levels of government spending