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MACRO FACTORS AFFECTING BUSINESS

ENVIRONMENT

INTRODUCTION

A business firm is an open system. It gets resources from the environment and supplies its

goods and services to the environment. There are different levels of environmental forces.

Some are close and internal forces whereas others are external forces. External forces may be

related to national level, regional level or international level. These environmental forces

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provide opportunities or threats to the business community. Every business organization tries

to grasp the available opportunities and face the threats that emerge from the business

environment.

The term business typically refers to the development and processing of economic values in

society. Normally, the term is applied to portion of economic activities whose primary

purpose is to provide goods and services for society in an effective manner. It is also applied

to economics and commercial activities of institutions which having other purposes.

Business may be defined as the organised effort by individuals to produce goods and

services to sell these goods and services in a market place and to reap some reward for this

effort. Functionally, we may define business as those human activities which involves

production or purchase of goods with the object of selling them at a profit margin.

Business organizations cannot change the external environment but they just react. Theychange their internal business components (internal environment) to grasp the external

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opportunities and face the external environmental threats. It is, therefore, very important to

analyze business environment to survive and to get success for a business in its industry. It is,

therefore, a vital role of managers to analyze business environment so that they could pursue

effective business strategy.

A business firm gets human resources, capital, technology, information, energy, and raw

materials from society. It follows government rules and regulations, social norms and cultural

values, regional treaty and global alignment, economic rules and tax policies of the

government. Thus, a business organization is a dynamic entity because it operates in a

dynamic business environment.

Systems Approach of Business Environment

All the systems are subsystems of other system in the nature except the supra-system or

cosmos. We individually are also the part of our family. Formal organization or business is

made of group of people for specific purpose. Very similar to the organization we personally

are the members of our family and that is a component of a broader society. The same society

is a component of a nation. Group of nation with similar interest are grouped in regional

alliances such as SAARC and EU. World economy is made of with all these regionalalliances and network.

In this approach, nothing is in isolation. All are integrated and interlinked. Organizations are

open systems because they get resources from others and give output to others. A business

deals with number of business environmental forces. These forces from where a business gets

resources and supplies resources, forces that influence the business operation, and factor that

present opportunities and threats are taken as the business environment. In this sense, a business can be viewed as an internal system or controllable system of a manager or

strategist.

Managers can control their own businesses. Managers can collect resources such as capital,

human, information, idea, land, and equipments. These components are controllable.

Managers can operate their organization and use their decision to run it. Similarly, the output

of the organization is also under their control. But, other broader systems that cover the

business may not controllable.

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Group of similar organization becomes an industrial system that comprises business

organizations as its subsystems. Industry level environment is common to all the businesses

running within the industry. A country and its environment is broader system that covers

even the different sectors or industries such as banking, education, health, trade,

manufacturing, and service industries. Therefore, it affects all the business operations inside

the nation. Regional alliances influence the national policy because a country is a subsystem

of the regional alliances such as SAARC and BIMSTEC. Even such regional alliances are

also affected by the broader international systems such as WTO and United Nations. In case

of a business, it is a very small subsystem that should follow the industry norms, national

policies, regional agreements, and global systems.

It can be said that a business and its internal areas are controllable for a manager but other

broader systems control the businesses. Therefore, the strategy for a manager is to control

internal areas and react with the external forces to grasp the opportunity and face the threats

presented by the external environment. This system approach can be classified into three

environmental groups: uncontrollable, semi-controllable, and controllable.

Components of Business EnvironmentBusiness environment of the firms/company or organisation can be classified into two broad

categories:

Internal Environment

External Environment

Component of Business Environment

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A variety of factors can affect company's business. Such factors can be national level,

regional level, and international level environmental forces. These factors are also known as

societal factors or macro level business environment factors. In general, five forces are

taken as the general environmental factors namely economic, socio-cultural, political-legal,

technological, and international. Some writers included natural environment as a distinct

component but the growing social awareness on natural environment shows that this

component can be included into the socio-cultural environment.

Set of these environmental factors is mostly referred by first four factors PEST (Political-

legal, Economic, Socio-cultural, and Technological). The logic behind this is pervasiveness

of the international environment because it affects all these four sectors. Fast growing

technological development, outsourcing business, emergences of multinational companies,

and global and regional alliances have made the world a global village.

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In this context, effect of international environment in four major components of general

environmental factors is natural. Information Communication Technology ( ICT ) revolution

and globalization are to be considered very important effect in today's international business

environment. Growing multinational companies and their influence in one national economy

is clearly evident. Use of automated technology and e-commerce has replaced many of the

manual works and workplace. World Trade Organization and its growing members

including Nepalese 147th membership in Cancun summit has placed new opportunities and

threats to the developing countries like Nepal. South Asian Association for Regional

Cooperation ( SAARC ) is active since twenty years and it recently declared South Asian Free

Trade Area ( SAFTA ) charter. Furthermore, Bay of Bengal Initiative for Multi-Sectoral

Technical and Economic Cooperation ( BIMSTEC ) and its future potentialities presented new

prospectus to the local and international business entities in this sector.

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ENVIRONMENTAL INFLUENCES ON BUSINESS

The term Environmental analysis is defined as the process by which strategists monitor the

economic, governmental, legal, market, competitive, supplier, technological, geographic, and

social cultural settings in order to determine opportunities and threats to theirfirms/company/organisation.

According to Barry M. Richman and Melvyn Copen

Environment factors of constraints are largely if not totally external and beyond the control

of individual industrial enterprises and their arrangements. These are essentially the giverswithin which firms and their managements must operate in a specific country and they vary,

often greatly from country to country.

According to Glueck and Jauch

The environment includes outside the firm which can lead to opportunities for or threats to

the firm. Although, there are many factors, the most important of the sectors are socio

economic, technical, supplier, competitors, and government.

These definitions clearly reveal the following important factors:

Strategist looks on the environment al changes while to analyse the threats of the business

along with searching and offering immense opportunities to business enterprises in the

market.

A successful business enterprise has to identify, appraise and respond to the new

dimensions of various opportunities and threats in its internal and external environment.

Successful busin esses not only recognise activities but also the different elements in the

environment.

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Various Approaches of Identifying and Reporting Environment

Components

There are many distinct but similar approaches available in categorizing business

environment components. Jauch & Glueck (1988) identified business environment

components into three sets namely general, industry level, and internal. This concept became

very popular and holistic among the many academicians. They identified five major

components including political-legal, socio-cultural, economic, technological, and climatic

factors of general business environment. Industrial and general level business environment

are grouped into external business environment.

Many writers coined Political, Socio-cultural, Economic, and Technological factors as PEST.

Political and legal components are sometimes separated and PESTEL is also used as an

acronym. Some others address these external environment components as Social,

Technological, Political, and Economic (STEP) factors. Including natural environmental

factors into this set social, technological, economic, environmental and political (STEEP)

model is presented. The same natural environment is also taken as a distinct component;

therefore, it is sometimes addressed as Socio-cultural, political legal, Economic, Natural, and

Technological (SPENT). Cartwright identified an acronym SPECTACLES to address the set

of ten external environment components such as Social, Political, Economic, Cultural,Technological, Aesthetic, Customer, Legal, Environmental, and Sectoral. External business

environment are grouped into remote environment for general and operating environment for

task or industry level business environment.

However, it is important not to just list PESTEL factors because this does not in itself tell

managers very much. What managers need to do is to think about which factors are most

likely to change and which ones will have the greatest impact on them i.e. each firm must

identify the key factors in their own environment. When analysing companies such as Sony,

Chrysler, Coca Cola, BP and Disney it is important to remember that they have many

different parts to their overall business - they include many different divisions and in some

cases many different brands. Whilst it may be useful to consider the whole business when

using PESTEL in that it may highlight some important factors, managers may want to narrow

it down to a particular part of the business (e.g. a specific division of Sony); this may be more

useful because it will focus on the factors relevant to that part of the business. They may also

want to differentiate between factors which are very local, other which are national and those

which are global.

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Macro/Remote Environment

Macro environment is largely external to the business enterprise. Macro environment factors

are uncontrollable factors and beyond the direct influence and control of the organisation. Its

factors are powerfully influence to its functions. External environment consists ofindividuals, groups, agencies, organisations, events, conditions and forces. These are

frequently contacted by the organisation for its functions. It establishes good interaction and

interdependent relations in form of conducts business transitions. Proper designing and

administration of macro environment enable appropriate strategies and policies to cope with

and make changes.

Macro Environment Elements

The macro/remote environment principally consists:

Economic environment

Political envir onment

Legal environment

Socio -cultural environment

Demographic environment

Natural environment

Physical and technological environment

Technological Environment

Global or International environment

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PESTEL Analysis of the Macro Environmental Forces

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ECONOMIC ENVIRONMENT The economic environment constitutes of economic conditions, economic policies, and the

economic system that is important to external factors of business.

The economic conditions of the country include:

Nature of the economy of the country.

The general economic situation in the region, conditions in resource markets like money,

material, market raw material components, services, supply markets and so on which

influence the supply of inputs to the organisation, their costs, quality, availability and

reliability of supply of products and services.

It determines the economic strength and weakness in the market.

Purchasing power of the individual depends upon the economic factors like current income,

price, savings, circulation of money, debt and credit availability.

People income distribution pattern analyses the market possibilities and impacts on

enterprise.

Development process of the country.

Availability of economic resources of the country. The level of the economic income of the country.

The distribution of income and assets of the country.

Public finance of the country.

These are the very important determinants of business strategy in the organisation for

formulating, implement and controlling of economic policies. Economic environment refers

to the nature and direction of the economy within which business organisation are to operate.For instance, in developing country, the low income may be reason for the very high demand

for the product and services of the business.

In countries where the investments and income are steadily and rapidly rising, business

prospects are generally bright and further investments are encouraged. In developed

economics, replacement demand accounts for a considerable part of the total demand for

many consumers durables where as the replacement demand is negligible in the developing

countries.

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Money is the lifeblood of any business organisation and the economic system. The economy

consists of micro-economics and macroeconomics. Micro and macro elements are important

from the point view of strategic decisions. Strategist must scan, monitor, forecast, and assess

the following critical elements of the macro and micro economic environment:

Economic system

Nature of the country economy

The monetary and fiscal policies

Autonomy of the economy

Functions of economics

Factors of productions

Economic trends and structures

Economic policy statements and structure

Economic legislation

Economic problems

Import a nd export policy

Tax rates

Interest rates

Government budget deficit

Consumption pattern

Price fluctuations

Global movement of labour and capital

Stock market trends

Coalitions of countries and regional states

Availability of credits

Inf lation trends in country

Unemployment trends

Foreign country economic conditions

Petroleum Exporting Countries (OPEC)) policies.

Economic environment encourages liberalisation, privatization and globalization of the

economic policies in the business environment. Every countrys development is based on the

economic environment activities that focus to the development process of the country.

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POLITICAL-LEGAL ENVIRONMENT

Political environment refers political and government and legal environment. It has close

relationship with the economic system and economic policy. For instance; the communist

countries had a centrally planned economic system. Communist government countries laws

are control investment and related matters.

There are number of laws that regulate the conduct of the business. These laws cover matter

such as standards of business and its production and service.

The democratic governments countries laws / act are passed in the parliament. Then they

are regulating rules and regulation of business according to the act.

Political stability, responsibility, political ideology and level of political morality, the law

and order situation, and practice of the ruling party and major purposefulness and efficiency

of the government agencies.

Political agencys nature, its influence to economic and industrial act ivies in the country.

Government policies like fiscal, monetary, industrial, labour, and export and import policies

which are influenced to specific legal enactments and framework towards the business

organisation political legal function and degree of the effectiveness which are influenced to

formulate and implement policy in the legislature.

The political environment is based on the uncertainty, therefore, demographic countries

consist of number of political parties. Political parties arent got clear majority to form a

government. In this situation, industry and commerce collapsed their business activities due

to hung government. The political parties are unable to formulate stable government, it affect

and fluctuate the government policies. Therefore, business organisation and public are needed

to the stable government.

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Elements of Political and legal Environment

There are three important elements are associated with the political and legal environment as

listed below:

Government

Legal

Political

Government

Government policies, rules and regulation are controlling and monitoring the business

enterprises and its activities in the state.

Secondly, the type of government administration of the state and what is the business policy

of state? These things should be evaluated by the strategist from point of view of business.

Strategist should study about the changes in the regulatory framework of the government

and impact on the business.

Government tax policies are critical and affect to the business organisation in the state.

Legal

Sound legal system is the basic requirement for running of the business operating within the

state.

Strategist sho uld be aware of various business laws which are protecting consumers,

competitors, and organisation.

Business organisation should aware of the laws which relevant to companies, competitors,

intellectual property, foreign exchange, labor and so on.

Political

Political system is also influenced to business and its activities.

Political pressure groups influence to government and in this way some extent to control

and regulate business activities within the country.

Recently, special interest groups a nd political action committee put pressure to business

organisation and to pay more attention towards consumers rights, minority rights and women

rights.

Apart from the sporadic movements against certain products and services and some business organisation in the state.

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SOCIO CULTURAL ENVIRONMENT

Socio-cultural environment is an important factor that should be analyzed while formulating

company business strategies. If company is ignoring the customs, traditions, tastes and

preferences and education. it can affect the business. It consists of factors which are related to

human relationships and the impact of social attitudes and cultural values. These are bearing

on the business of the organisation.

Business organisation is a successful due to appropriate strategies effective utilization of

socio-cultural environmental factors. Social cultural environment is an important for MNC.

Therefore, MNC should study of the social cultural activities of the region, where there are

introducing their own business. Socio-cultural factors are beliefs, values, norms and

traditions of the society determine how individuals and organisations should be interrelated.

The difference in language sometimes poses a serious problem, even necessitating a change

in the brand name. The value and beliefs associated with colour vary significantly between

different cultures. For instance, white indication death and mourning in china and Korea; but

some country it expresses happiness and is the colour of the wedding dress of the bride.

Some of the socio-cultural factories are influenced to operating environment of

organisation as outlined:

Social issues like the role of the business in the society, environment pollution, corruption,

use of mass media and consumption of products and services which are offered by the

company.

Social attitudes and values issues like social customs, beliefs, rituals and practices, changing

life style patterns and materialism are expectations of society from the business.

Family structure, values and attitudes towards the family and these changes also influence

to business and its operation.

Role of the women, position, nature of responsibilities in society is also influenced to

business and its operation in market.

Educational levels, awareness an d consciousness of rights and work ethics of the society

can be influenced to business and its operation.

Social practice, beliefs and associated factors are helpful for promotion of the certain

products, services or ideas, the success of marketing depends to a very large extent, on thesuccess in terms of changing social attitudes or value systems.

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DEMOGRAPHIC ENVIRONMENT

Demography refers to study of the population. Demographic factors are as below:

The population size

Growth rate of population

Ag e composition of the population

Family size

Economic stratification of the population

Education levels

Language

Caste

Religion

Race

Age

Income

Educational attainment

Asset ownership

Home ownership

Employment status and location

These factors are the relevant to the business for formulating and implementing of strategy

for controlling and accomplishment of the objectives of the organisation. Demographic

factors like size of the population, population growth, rate, age, composition, life expectancy,

family size, spatial dispersal, occupational status, employment pattern etc., affect the demand

for goods and service.

The growth of population and income result increases demand for goods and services. A

rapidly increasing population indicates that a growing demand for many products. For

instance, developing countries like India, Pakistan, etc; high population growth rate indicates

an enormous increase in labor supply. The occupational and spatial nobilities of population

have implications for business. Labor is easily mobility between different occupations and

regions. Its supply will be relatively smooth and this will be relatively and this will affect the

wage rate. If a labor is highly heterogeneous in respect of language, caste and religion,ethnicity, etc., personal management is likely to become a more complex task. The

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heterogeneous population with its varied tastes, preferences, beliefs, temperaments, etc, gives

rise to different demand patterns and calls for different marketing strategies.

Business organisation needs to study different demographic issues which particularly address

the following issues as listed below:

What democratic trends which will affect the market size of the different types

of industry?

What democrati c trends will represent opportunities or threats?

Domestic Environment Factors of Business

We shall briefly discuss a few demographic factors which are interest of business:

Population Size

Geographic Distribution

Ethnic Mix

Income Distribution

Population Size

Size of population is important either small or large to business organisation. Companies use

population size for critical assessment for customer behavior and changes of the customer

behavior and its impact on business. Important issues are outlined which are related with

population:

It studies the changes in a nations birth rate and family size.

It studies the increase and decrease in the total population.

It also studies the changes effects in terms of rapid population growth on natural resources

or food supplies.

It also studies the life expectancy of infants, youth and old age people.

These issues are very important to company for analysis of demand and supply of products

and services. Healthcare companies role is needful for assessment of the product requirement

for infants, youth, middle age and old age people.

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Geographic Di stri bution

It refers to geographic region and population that shifts from one region of a nation to

another or from village/rural areas to urban areas. This is may be an impact on a companys

strategic competitiveness in market.

Geographic Distribution issues are outlined:

Location advantage and government support is also very important to company.

In the case, population is shifted from one r egion to another region. This is the significant

impact on companys qualified workforce and company consider relocation of its skilled

human resources.

Today, working at home concept and electronically on the information highway have also

begun in India in an very small level.

Ethnic M ix

Ethnic mix is also important to company and know eager know changes in ethnic mix in

population. Assessment and implications of ethnic mix is useful for company and its works

force.

Ethnic issues are outlined:

Company should know the changes in the ethnic mix and its impact to companys product

and services.

Company should know the new products demand or existing products and services from the

different ethnic groups.

Company ready to face challenges, treats from ethnic and try to make solutions for these

ethnic challenges and treats.

I ncome Di stri bution

Income distribution is also one of the important factors of demographic environment.

Company is planning to measure changes in incoming distribution, savings patterns for

different level of individual. This purpose, company can forecast and assess the changes in

income patterns and ready to identify new opportunities for companies.

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NATURAL ENVIRONMENT

Natural environment is the study of an important component of the nature i.e., natural

environment.

Natural environment includes geographical and ecological factors areas as below:

Natural resource endowments,

Weather

Climate conditions

Topographical factors

Location aspects in the global context

Port facilities are relevant to business.

Difference in geographical conditions between markets may sometimes call for changes in

the marketing mix. Geographical and ecological factors also influence industries which help

material index tend to be located near the raw material sources.

Climate and weather conditions affect the location of certain industries like the often textile

industry. Ecological factors have recently assumed great importance. The depletion of natural

resources, environmental pollution and the disturbance of the ecological balance has caused

great concern. Government policies aimed at presentation of environmental purity and

ecological balance, conservation of non replevisable resources etc., have resulted in

additional responsibilities and problems for business, and some of these have to affect of

increasing the cost of production and marketing, externalities also become an important

problem of the business has to confront with.

TECHNOLOGICAL ENVIRONMENT

Technological factors sometimes pose serious problems. A firm that unable to cope with

technological changes may not be survived. Further, the differing technological environment

of different markets or countries may be called for product modifications.

Technology is the most important elements of the macro environment. Technology is the

human being innovation and it literally wonder. Technology helps to human being go to

moon, travelling the spaceships, other side of the globe with few hours. Advances in the

technologies have facilitated product improvements and introduction of new products and

have considerably improved the marketability of the products.

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Internet and telecom system is the part of technological development in the world. These

things today changed whole world. It changes people and business operation. It leads to many

new business opportunities apart from the many existing systems.

Technological environment characteristics are outlined:

The find of technological change

Opportunities are arising out of tec hnological developments.

Risk and uncertain is the major feature of the technological developments.

Research and development role to country

Technology and business activities are to be highly considerable, interrelated and

interdependent. Technology o utput/fruits available to society through business activities in

this way improve the quality of life in the society. Therefore, technology nurtured by

business.

Technologies issues relating wi th compani es are l i sted below:

Access to the internet communication facilities which is enable to connect large numbers of

employees to work from one place/ home to another place in the globe. It helps to business

for sales and exchange of goods and services.

It provide opportunity to customers with acces sing to online shopping through the internet

technology.

Key Issues of Technology

Strategist should know what of type technology used by company?

Strategist should know which type of technologies are used in the companies, business,

products and its services?

To know the critical issues in technology and know the operating skills in technology

related products and services.

To know the availability of technology to organisation. And also its procedure to get

external technology for its operations.

To know the cost of technology, alternative technology, competitors, design structure of the

technology and production implementation services of the company.

To know the companys business applications that are relating to technology.

Tech nology helps the business for formulation of strategy, implementation of strategy andcontrol of the company performance.

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Technological Environment of the Company

GLOBAL ENVIRONMENT

Global environment is one of the important elements to macro environment of the business.

Today competitive scenario changes rapidly and its impact on business of company. For this,

reasons, strategist should understand the global environment, its characteristics, functions andmerit and demerit to company. Global environment treated as whole world just as village and

has changed how individuals and organisations relate to each other. These are influenced to

organisation to get project from global clients.

Assessments of the global environment factors are outlined:

To know the potential positive and negative impact of significant international events like a

sport meet or a terrorist attack.

To identify both emerging global markets and global market which are ensuring changing.

It includes newly industrialized countries like in Asia. In developing countries that imply the

opening of new markets for new products, thats result is to be increased competition from

emerging globally competitive companies in India and South Korea and China.

To know the difference between in cultura l and institutional attributes of individual global

markets.

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Globalization of markets refers to the process of integrating and merging of the distinct world

markets into a single market. This process involves the identification of some common norm,

value, taste, preference and convenience and slowly enables the cultural shift towards the use

of a common product or service.

A number of consumer products have global acceptance. For example, Coca Cola,

Pepsi, McDonalds Music of Madonna, MTV, Sony Walkm ans, Levis jeans, Indian masala

dosa, Indian Hyderabadi biryani, Citicorp credit cards etc.

Natur e of Globalization

It indicates the several things for several people in the world.

It is a new concept that is based on the set of fresh beliefs, working methods, economic,

political and socio-cultural relatives in business.

It integrates with the world economy and opens itself for new and potential huge market for

developing and developed countries in the global.

It intend s to remove all trade barriers among countries in the world.

Characteristics of a Global Company

Global company refers to operating in more than one country in the world and gains its R&D,

production, marketing and financial advantages in terms of costs and reputations that are not

available to domestic competitors. Global company is one that has the world market.

Minimizes the importance of national boundaries, sources, raises capital and market in this

way it will be done the best job.

Global company major character istics are outl ined

Global company is a firm which having multiple units that are located in different parts of

the world but all linked by common ownership umbrella.

Global multiple units draw on a common pool of resources like money, credit information,

patents, trade names and control systems.

Global company can be follow common strategy for sell its products in most countries and

manufactures in many. Another important fact is that its shareholders and human resources

are also based on different nations.

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Reasons for Globali sation

Large -scale industrialisation enabled mass production. Consequently, the companies found

that the size of the domestic market is very small to suffice the production output and thus

opted for foreign markets.

Companies in order to reduce the risk diversity of portfolio of countries.

Companies globalise markets in order to increase their profits and achieve goals.

The adverse business environment in the home country pushed the companies to globalise

their markets.

To cater to t he demand for their products in the foreign markets.

The failure of the domestic companies in catering the needs of their customers pulled the

foreign countries to market their products.

International environment is the very important from the point of view of certain categories

of business. It is particularly important to industries which are directly depending on imports

or exports and import competing industries.

Advantages of Globali sation

Free flow of capital and increase in the total capital emp loyed

Free flow of technology from developed countries to developing countries

Increase in industrialisation

Spread production facilities throughout the global

Balanced development of world economies

Increased in production and consumption of out puts

Commodities available at lower price with high quality

Cultural exchange and demand for a variety of products in foreign market

Increased in jobs opportunities and income

Balanced in welfare and prosperity of the countrys economic

Disadvantages of Globali sation

Globalisation kills domestic small business firms

Exploits human resources in global firms

Leads to unemployed and underemployment in developing countries

The customer demand decline in domestic products

Decline the income be cause of unemployment Widening gap between rich and poor

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National sovereignty at stake

Leads to commercial and potential colonialism to poor countries

Why do companies go global?

Reasons for companies going global as outlined:

To Gain Access to New Customers

This is the first reason to companies expand into foreign market. It offers potential for

increased revenues, profits and long-term growth and becomes an especially attractive option

when a companys home markets is mature. Mature industries pla n to enter new market,

therefore, to access to new customer for their products and service.

To Achieve Lower Cost Enhance the F irms Competi tiveness

This is the second reason to domestic companies opt to be expanding their market in outside

countries. Many companies are driven to sell their products and service in more than country

because the sales volume achieved in their own domestic markets is not large enough to fully

capture manufacturing economies of scale and experience curve effects and thereby

sub stantially improve a firms cost competitiveness.

To Capitalise on its Core Competencies

This is the third factor to companies expand their domestic market into international market.

A company with competitively valuable competencies and capabilities may be able to

leverage them into a position of competitive advantage in foreign market as well as just

domestic markets.

To spread i ts Busin ess Risk across a Wider M arket base

This is the last reason opt companies to expand their domestic market into international

market. A company spreads its business risk by operating in a number of different foreign

countries rather than depending entirely on operations in its own domestic market.

Except in a few cases, companies in natural resource based industries such as oil and gas,

minerals, rubber and lumber often to find it necessary to operate in the international arena

because of attractive raw material suppliers are located in foreign countries.

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Speed and F aster Communication N etwork

Globe thanks to faster communication, speedier transportation, growing financial flows and

rapid technological changes due to advanced communication network development.

Reduce transportation costs

Companies often set up overseas plants and machinery to reduce transportation costs. The

following development is also responsible for transportation operation of companies:

Globalisation of firms and industries

The rise of the services sector. It constitute s the one of the largest single sector in the world

economy.

Rapidly changing technologies which are transforming in the originate nature, organisation,

and location of international production.

Manifestation of Globalization

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Typical PESTEL factors to consider include:

Factor Could include: Political e.g. EU enlargement, the euro, international

trade, taxation policyEconomic e.g. interest rates, exchange rates, nationalincome, inflation, unemployment, StockMarket

Social e.g. ageing population, attitudes to work,income distribution

Technological e.g. innovation, new product development,rate of technological obsolescence

Environmental e.g. global warming, environmental issuesLegal e.g. competition law, health and safety,

employment law

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PESTEL ANALYSIS

TOYOTA BACKGROUNDToyota Motor Corporation is a famous Japanese multinational corporation, and is considered

the worlds second largest automaker of automobiles, trucks, buses, robots, and providing

financial services ( 2007). Its founder is Kiichiro Toyoda, born in 1894, and the son of

Sakichi Toyoda, who became popular as the inventor of the automatic loom. Kiichiro

inherited the spirit of research and creation from his father, and devoted his entire life to the

manufacture of cars. After many years of hard work, Kiichiro finally succeeded in his

completion of the A1 prototype vehicle in 1935, which marked the beginning of the history of

the Toyota Motor Corporation ( 2007).

The first Type A Engine produced in 1934 was used in the first Model A1 passenger car in

May 1935 and the G1 truck in August 1935, and led to the production of the Model

AA passenger car in 1936. In addition to being famous with its cars, it still participates in the

textile business and makes automatic looms that are now fully computerised, and

electric sewing machines that are available in different parts of the world. It has several

factories around the world, which serve to manufacture and assemble vehicles for local

markets. The corporations factories are located in countries such as the United Sta tes,

Australia, Canada, Poland, France, Czech Republic, United Kingdom, Turkey, South Africa,

Brazil, Argentina, Venezuela, Mexico, Japan, Indonesia, Pakistan, India, Mexico, Malaysia,

Thailand, China, Vietnam, and the Philippines. Despite the many locations of its factories, its

headquarters is located in Toyota, Aichi, Japan (2007).

It invests a great deal of time and effort in its research into cleaner-burning vehicles, such as

promoting a Hybrid Synergy Drive and running a Hydrogen fuel cell in its vehicles (2007). It

has significant market shares in developed countries, such as the United States, Europe,

Africa and Australia, and has significant markets in South East Asian countries. Its brands

include the Scion, its division in the United States, Guam and Puerto Rico, and the Lexus,

which is Toyotas luxury vehicle brand ( 2007).

Aside from producing cars and other types of automobiles, such as SUVs and coasters,

Toyota also, participate in rallying or racing. The companys presence in Motorsport can betraced to the early 1970s, when Ove Andersson, a Swedish driver, drove for Toyota during

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the RAC Rally in Great Britain, and in succeeding years, Toyota Team Europe was formed (

2007). Up to the present, Toyota cars are still being used in a variety of racing events in

different countries around the world. These events include the CART in Vancouver, the Le

Mans, the Indy Racing League, the NASCAR, and the Toyota F1 Series (2007).

As the leader in the industry of automobile manufacture and production, the company adopts

a philosophy in terms of its production system, which is named The Toyota Way. The

companys philosophy in production involves a list of fourteen principles that are

implemented in the company, and serve as guides to the operation of the company. This

includes the following principles:

Base the companys management dec isions on a long-term philosophy, even at the

expense of short-term goals;

Foster a continuous process flow to sight problems;

Utilise pull systems to prevent over -production;

Level out the workload of the workforce;

Build a culture that stops to fix problems, in order to get quality perfect at the first try;

Standardised tasks are the companys foundation for its continuous improvement and

the development of the employees;

Use visual control to let problems surface;

Use reliable and tested technology, wh ich serves both the people and the companys

processes;

Train leaders who understand the companys work, live its philosophies, and share it

to others;

Train and develop a workforce who follow the companys philosophy;

Respect the work and responsibilities of partners and suppliers by challenging them

and helping them improve;

Actually immersing ones self to understand the situation;

Slow but sure decision-making through consensus, through considering a variety of

options, and to implement decisions effectively and efficiently; and,

Becoming a learning business organisation through expression and continuous

improvement

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With these principles, the company is guided in terms of its operations and production.

Through these principles and philosophies, it can become efficient and effective in

manufacturing its products, keeping in mind the welfare of its employees, the image and

brand of the company, and the satisfaction of its employees.

PESTLE Analysis

Currently, Toyota faces a need for accelerated investment, in order to deploy the new

technologies, for pressing geo-political, economic, environmental and societal reasons.

Political: Observers will see a continuing progression in the ruinous steps which

have forced the industry into a socio-politico-economic corner. Whether this is

related to flat demand or to the companys creation of an ever -wider range

of vehicles that many buyers seem to care little about, there is a problem. The

company is likewise linked closely to the policies of governments, the earnings of

banks. Little wonder then that so many emerging countries are keen to develop an

auto sector or that there is such a political pressure to protect it in the developed

countries. Toyota Company is currently dominated by little more than a handful of

firms, each wielding colossal financial, emotional and political power. The

companys approach to dealing with political institutions has not always been

brilliant. It tends to be good on technical issues, although it has not always fully

presented the longer-term options, in order to make the choices and their implications

clear.

Economic. For much of the developed world, and increasingly for the developing

world, Toyota Company is a pillar company in auto mobile business, a flag of

economic progress. Without Toyota Company in automotive industry, it is

impossible to develop an efficient steel business, a plastic industry or a glass sector

other central foundations of economic progress. The Toyota Company has been a

core company, a unique economic phenomenon, which has dominated the twentieth

century (2007). However, the automobile industry including the Toyota Company

now suffers from a series of structural schisms and has become riddled with

contradictions and economic discontinuities. For the capital markets and the finance

sector, it has lost a lot of its significance, as a result of ever declining profits and

stagnant sales. The proliferation of products means that it has become hopelessly

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wasteful of economic resources. While all these and more sound like a very gloomy

assessment of such a vast economic phenomenon, the industry is not in the end

despondent. A different future is possible for the industry, a highly desirable one.

Social: As part of the development in automotive industry, the Toyota Company

actually affects the society as a whole. It employs millions of people directly, tens of

millions indirectly. Its products have transformed society, bringing undreamed-of

levels of mobility, changing the ways people live and work (2007). The social value

of the additional mobility that this industry brings involves the value of the people

being able to commute over longer distances easily, among many others. For most of

its existence the Toyota Company has been a model of social discipline and control

and it is not just that the auto sector offers a pillar of something else. There are, on

the other hand, particular social issues to address in many developing countries, often

those that are the result of an undertone of religious faith. Toyota company has the

role to play in helping develop the mobility of such countries and it can be achieved

at an acceptable social cost of the country.

Technological: The Toyota Company works on a scale so awesome and has an

influence so vast that it is often difficult to see. The level and diversity of

technologies that it must deploy are increasing, which imposes both new investment

burdens and new uncertainties and risks (2007). Roughly a million new cars and

trucks are built around the world each week they are easily the most complex

products of their kind to be mass-produced in such volumes. The industry uses

manufacturing technology that is the cutting edge of science. But still, the potential

for developing coordination skills, intellectual capabilities and emotional sensitivities

through electronic technologies remain far from fully exploited. There are numerous

additional near-term technological opportunities to adapt the company to changing

energy availability. The possibilities suggest that automotive technology is

unexpectedly robust and provides a powerful defence against energy starvation even

if the real price of oil climbs steadily during the next couple of decades.

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Legal: Toyota Company is subject to numerous technical directives and regulations,

as well as legislation of a more legal nature. The legislation covers areas such as

competition law, intellectual property law, consumer protection and taxation, and

emissions (air quality and fuels). When the auto parts industry reached full

development, accelerated technological efforts were made to create a web of local

suppliers that would make it possible to meet the growing legal requirements for the

national integration of production.

Environmental: Other than the vehicles themselves, and the roads and fuel needed to

run them; the business is intricately tied to the manufacture of a wide range of

components and the extraction of precious raw materials. Indirectly, it brings people

road congestion, too many fatalities and a wave of other environmental troubles. The

effect to the Toyota Company is that they needed to establish R&D centres to take

advantage of research infrastructure and human capital, so that they can develop

vehicle products locally to satisfy the requirements of the environmental and safety

regulations more effectively.

VODAFONE: An Analysis of a Multi National TelecommunicationCompany

BACKGROUND

A Multi-National Company named Vodafone is one the leading companies in

Telecommunication Industry. To determine the factor that became their key to success is a

good implication that all the company can be as successful as Vodafone, although they

engaged in different kind of industry. The study also includes the companys brief history,vision, and different challenges that leads the company in making formulas to trap the

success on their side.

History

Vodafone was formed in 1984 as a subsidiary of Racal Electronics Plc. Then known as

Racal Telecom Limited, approximately 20% of the company's capital was offered to the

public in October 1988. It was fully demerged from Racal Electronics Plc and became an

independent company in September 1991, at which time it changed its name to VodafoneGroup Plc. It also merged with AirTouch Communications, Inc. (AirTouch), the company

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changed its name to Vodafone AirTouch Plc, following the approval by the shareholders in

General Meeting, reverted to its former name, Vodafone Group Plc.

Company Strategy Review

In May 2006, the company formulated a five point strategy which served well for

more than two years. And broadly maintained or improved share against our largest

or reference competitors in most of our markets and delivered on our key cost

targets. They increased the share in revenue successfully increased the exposure to

higher growth markets.

However, a number of challenges have evolved. Elasticity on core voice and

messaging services remains below one, competitive and regulatory pressures

continue to be strong, and meeting the expectations in some market is hardly

attainable. Those factors which affects the continuous growth of the company,

undergone into on-going company strategy review.

PEST Analysis

Political political factors involved the tax policy, labor law, environmental law, trade

restrictions, tariff, and political stability. Due to the customer relationships that thecompany value most, Vodafone is willing to shift their approach away from unit

pricing and unit based tariffs to propositions that deliver much more value to

customers in return for greater commitment, incremental penetration of the account

or more balanced commercial costs. This will require a more disciplined approach to

commercial costs to ensure our investment is focused on those customers with

higher lifetime value. In essence, we are confident that by targeting our offers, we

can deliver more value to our customers and have a better financial outcome for

Vodafone.

Economic economic factors includes the economic growth, interest

rates, exchange rates and the inflation rate. The pricing factors the company usually

do is giving the consumers a right and justly cost so that, everybody can avail or

purchase their product in a broad sense.

Social social factors include the cultural aspects and include health

consciousness, population growth rate, age distribution, career attitudes and

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emphasis on safety. The need for an equipment that can be a good device for every

age range is available, since everybody are fully oriented in the use of the mobile

technologies.

Technological technological factors includes ecological and environmental

aspects, like R&D (Research and Development) activity, automation, technology

incentives and the rate of technological change. The technology is the thing that

Vodafone is very proud of. The technological advancement enables the company to

make a customer relationships stronger because of their customers trust that built

over the years.

The PEST factors have major impacts on how businesses operate and make decisions. With

the help of PEST analysis, the business can penetrate to the market with readiness. The

determination of its four keys, the business will answer the common questions that revolve

around the business society. These basic questions are what to produce, how to produce,

when to produce and for whom to produce. No matter how many times a business answer

these questions, the needs from the market will remain constant and unchanged.

It is an advantage of the company to know the scope and limitation of their business. It is

done so that the company is prepared enough to face a future and ready to give solutions as

possible when the demand for the products are satiated or already diminished.

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PEST Analysis of PepsiThe PEST analysis method has been successfully applied by Pepsi, which has obtained

economic advantage in its industry. The PEST analysis method and examples specific to

Pepsi are seen in the following factors:

Political : The manufacture, delivery, and use of numerous Pepsi products are subject

to many federal regulations, like the Food, Drug and Cosmetic Act. The business is

also governed by government and foreign rules. The international business is

subjected to the political stability.

Economic : The products of Pepsi are influenced by the raw material yield being used

in the soft drinks, juices, etc. All distribution is affected by the cost of fuel.Operations in international markets involve the study of unpredictable changes in

foreign exchange rate. The economic impacts of such movements are serious because

these affect the growth. Pepsi is also subjected to availability of energy, supply of

money, business cycles, etc.

Social : Lifestyle has great influence on the use of Pepsi products, and their

advertisements are designed accordingly. Introduction of Pepsi products in theinternational market requires an in depth study of the local social structure.

Technology : Pepsi is influenced by the modern manufacturing techniques applicable

to their business divisions of soft drinks, juices, and snack food. Pepsi has to focus on

the latest distribution techniques, and other technological advances in their industry.