1. Introduction 1.1 Burberry was founded in 1856; originally focusing on producing ‘innovative functional outwear.’ Over the years Burberry has adapted to changing trends and tastes to suit the consumers wants and needs. Additionally the extension of their product portfolio‚ for example their perfume and accessories range‚ is a response to competition from leading brands such as Ralph Lauren and others. Burberry set out to create a luxury‚ premium brand image‚ however in recent years in Britain
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to Ryanair. Many models are available in the analysis of economic entities. The question is: Which model is better suited to a certain situation? In analysing the macro-environment of Ryanair‚ the business model of choice would be the PESTEL model. The PESTEL model consists of six categories namely: political‚ economic‚ social-cultural‚ technological‚ environmental‚ and legal. These categories consider the external environment the firm under analysis‚ addressing the macro-environment of Ryanair
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earn extra money by doing house hold task e.g. washing up‚ ironing but i have to tidy my room regularly. i think twenty pound is sufficient. Sometimes my dad will give me extra money to go shopping. when I go shopping I buy lots of clothes from topshop and some new shoes‚ but it is nearly Christmas so I am saving up for Christmas presents for my family. 2. no‚ i do not have a little job because i do not have time to work and i am too young. but if i could‚ i would like to have a little job on Saturday
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SILK TOPSHOP PENCIL DRESS Demographic: Topshop’s target customers who are women aged between 18-25 years old with an income range of £10‚000 - £50‚000 a year. Their target audience is young‚ fashion-conscious people on a budget. Psychographic: Customers tend to have goal orientated lifestyles & commitment to to career & family‚ their image is important to them & they are motivated by self expression. They are young‚ enthusiastic & impulsive consumers. Behavioural: For a dress in Topshop‚ people
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the external environment (part 1) What’s going on out there now and in the future? Environmental influences in the broadest sense Macro/general environment: PESTEL Environmental influences related to the dynamics of the industry under question Competitive environment: Porter’s Five Forces (Porter‚ 1980) Example PESTEL The automobile industry Political – Climate change agenda – Fuel prices – Expansion of EU Economic – – – – Changes in disposable income Exchange rates
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and Technological forces. These are known as PEST factors. 1 2 PESTEL analysis of the macro-environment There are many factors in the macro-environment that will effect the decisions of the managers of any organisation. Tax changes‚ new laws‚ trade barriers‚ demographic change and government policy changes are all examples of macro change. To help analyse these factors managers can categorise them using the PESTEL model. This classification distinguishes between:
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Besides that‚ PESTEL analysis will also be taken into account not only as a remarkable tool to analyze business environment but also as a supportive technique to utilize SWOT analysis. Moreover‚ this essay will shortly touch upon the Tows matrix as a sophisticated upgrade
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Using PESTEL Analysis in Strategic Planning For Non-Profits PESTEL is a method of analysing the impact a variety of factors may have on potential profitability of an organisation or industry. A macro environmental analysis technique‚ PESTEL analyses the impact that political‚ economic‚ socio-cultural‚ technological‚ environmental and legal factors may have on an industry’s profitability potential (Johnson‚ Scholes & Whittington‚ 2005). Within each major PESTEL heading‚ there are a variety of sub-factors
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Upmarket brands may have begun stalking mass consumers‚ but the trend labelled ‘massluxe’ (or ‘masstige’‚ take your pick) is more about chain stores smartening up. Gap‚ for instance‚ went one step further than H&M by naming Domenico De Sole‚ the former chief executive of Gucci group‚ to its board‚ and hiring designers who had previously worked with Marc Jacobs and Calvin Klein. To underline the change‚ a subsequent print advertising campaign starred Sex and the City’s Sarah Jessica Parker‚ a style
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to analyse the industry and Zara’s strategic position. I have applied the theory of this model and its determinants to my research of Zara; providing evidence to form strong conclusions. Zara faces competition from other market leaders such as Topshop and H&M which all provide customers similar products of ‘disposable’ fashion. The concentration of the market also influences rivalry amongst competitors. I believe the ‘fast-fashion’ industry is an oligopolistic market; concentrated by a few
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