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Microenvironmental research typically includes stakeholder, competition and industry analysis, while a marketing audit assesses the effectiveness of activities in this area. In turn, a popular method of studying the macro-environment is the PESTEL analysis. We recommend Project brief What is PESTEL analysis? PESTEL analysis is an acronym for a tool use to identify the macro forces facing an organization. Figuratively speaking, it allows you to look at the company’s environment – including the marketing environment – from a bird’s eye view.

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It also allows you to view it from many different points of view. It also focuses on those elements that the company wants to check and track when considering next moves and planning business strategy. In marketing, before implementing any whatsapp mobile number list strategy or tactical plan, a situational analysis must be performe. The PESTEL analysis is part of it and should therefore be repeate at regular intervals – approximately every 6 months – to identify changes in the macro-environment. Organizations that successfully monitor and respond to changes in the macro environment are able to distinguish themselves from the competition and create a competitive advantage.

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Community blog But let’s start by explaining this mysterious-sounding acronym. What exactly do the single letters in the name PESTEL mean? Let’s check. What do the letters hidden in the name PESTEL mean? P for politycal , political factors. They define Business Lead the extent to which government and government policy can affect an organization or a specific industry. They include adopte policy strategy and its stability, including trade, fiscal, tax policies, etc. E for economic , so economic and economic issues. These factors affect the economy and its performance, which in turn directly affects the company and its profitability.