What is a Pest Analysis?

PEST (or PESTLE) analysis is one of the marketing paradigms. Businesses use this to keep track of trends and to checkout for competitors. Besides, it is helpful to know those above when the firm creates a new product or service.

Any firm that wishes to analyze existing and future markets should do a PEST analysis. This is frequently done by top management, particularly C-level executives, to achieve business goals. The company can ask external agencies, stakeholders, consultants, and many others to assist with the PEST research.

Definition of Pestel

PESTEL stands for such issues as:

P – Political

E – Economic

S – Social

T – Technological

E – Environmental

L – Legal

Nonetheless, with the flow of time, new issues were implemented to the PESTEL. In particular, demographics, intercultural, ethical, and ecological.

Pestel analysis definition

In a nutshell, a PESTLE study is a structured technique that helps to analyze and observe variables that impact the company or organization. It is particularly well when the company craves to sell their product or service in the new country.

In addition to PASTEL, the businesses utilize the SWOT matrix and Porter’s Five Forces to get a comprehensive market picture. This information helps them to make the correct decisions in the given circumstances.

Pestel Analysis Tips

The PESTEL will provide the company with extensive information about every aspect of the issues above. Thus, it is essential to understand what type of information the company requires. This alone will save a tremendous amount of time and effort. Ask and answer some questions for yourself, such as:

  • What do I have right now, and what should be achieved in the future?
  • What is my gathering information plan, what information might be helpful or should be avoided?
  • What sort of information builds a framework for my research?

Pestel Framework

As we mentioned previously, the PASTEL consists of six individual determiners.


Politics include local taxes and regulations that can sabotage or promote the success of the new market. These might be laws for international commerce, taxes, labor legislation, and environmental strategy. This is essentially where the government’s impact on your company is categorized.


These are the determinants that calculate the economic development of the country. It is essential to consider interest rates, economic growth, the income of people, and many others while compiling the analysis.


Tracks the cultural practices and believes of the local people. Besides that, it calculates the population growth rate, earnings, and distribution of wealth.


These factors keep track of the changes in technologies that significantly affect the industry. Consider the technical level of the locals, state of R&Dt.


checks the local laws that regulate pollutions and overall damage from global warming to the local economy. How it influences the most dependable enterprises


– this factor has a lot in common with politics, but it includes the specifics of the judicial system. In a nutshell, legal factors are rules that the firm needs to follow to trade and develop their merchandise in a country legally. Other legal constraints that may intersect with politics include equality laws, legal regulations, labor rules, consumer protection, intellectual and patents, and health and safety standards, to name a few.

Pest Strategy

Creating a new product is a risky endeavor. It is expensive and time-consuming. Thus, the stakeholders need to be sure that the new product or service will increase their investments. When the stakeholders are unclear how the industry will respond, they perform a PEST study. Besides, it conducts when a corporation needs information about the outside world.

Our team compiled a five-step guideline that will help to make the best PEST analysis possible. Recognize the aspects that are being investigated and answer the following questions during the analysis:

  • What are other important trends and occurrences in the element, and what evidence backs them up?
  • The history of the following trend
  • How the trend accrued, and what caused it?
  • How will the firm be affected by trends?
  • How the trends affect each other?

The purpose of this work is to understand the trends and explain how they interact. Our team recommends getting a solid understanding of the certain trend and shrinking it down to the causes and consequences. It will save you a vast amount of time and will let you pay attention to the more important issues.

Steeple Factors

The analysis provides a vast amount of information, and it might not be apparent. So, our team suggests several well-classified criteria that will assist you in breaking your task into much simpler chunks and areas to work with when performing the Pestle. Tsoonlist of them:

Political factors

  • Government stability/instability
  • Level of crime
  • Policies on taxation
  • Media freedom
  • Regulated and unregulated industries
  • Political action committees
  • Government participation in labor unions and agreements

Economic factors

  • The pace of growth
  • The rate of interest
  • The rate of inflation
  • The rate of exchange
  • Credit availability
  • Income available for discretionary spending

Social factors

  • The population’s size and pace of increase
  • Birth rate increases
  • Death rates
  • Number of marriages
  • Number of divorces
  • Immigration and emigration rates
  • Attitudes towards saving
  • Attitude towards investing

Technological factors

  • Incentives for technology
  • Automation
  • R&D activity
  • Changes in technology
  • Access to cutting-edge technologies
  • Level of creativity

Environmental determinants

  • Weather
  • Policies affecting the environment
  • Climate change
  • Pressures from NGOs

Legal factors

  • Discriminating policies
  • Laws that antitrust
  • Laws governing employment

Pestle Analysis Example

In this PESTLE analysis example, our team shows how to correctly compile the six external factors and what you need to include in your piece. In this example, our team assumes that a company sells its product internationally.

Political factors:

Factors to consider: e.g., Tariff rates, limitations, visa requirements, and rent controls in world commerce, stoniness: e.g., Trade restrictions that might be used to safeguard local distributors are a possibility.

Period: unidentified

Impact Types: bad

Incidence rate: expanding

Significance: unidentified

Possible factors: e.g., the current state of the US economy, the currency inflation, bank interest rates, taxation level, etc

Business impact: e.g., the strength of overseas economies versus the UK may affect price/profitability

Time frame: 6-12 months (possibly longer)

Type of impact: unidentified

Rate of impact: unidentified

Importance: important

Social factors:

Possible factors: e.g., cultural norms, attitudes to product, consumer preferences, age, and gender distribution, etc

Affect on business: e.g., Can the item be acceptable in other countries??

Time frame: 6-12 months

Type of impact: unidentified

Rate of impact: unidentified

Importance: critical

Technological factors:

Possible factors: e.g., the development of novel technologies that impact product manufacturing, marketing, or sale, and process automation, etc

Affect on business: e.g., can intellectual property rights be protected overseas?

Time frame: 0-6 months

Type of impact: negative

Rate of effects: the same

Significance: important

Legal factors

Factors to consider: e.g., Consumer protection legislation, health and safety rules, and licensing restrictions are all legislative problems., etc.

Affect on business: e.g., will the product comply or be allowed into the market?

Time frame: 0-6 months

Type of impact: negative

Rate of impact: unchanged

Significance: critical

Environmental factors

Possible factors: e.g., sustainability, waste management rules and regulations, green practices, etc

Affect on business: e.g., pollution implications of transportation

Time frame: n/a

Type of impact: possibly negative

Rate of impact: unidentified

Significance: unidentified


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