PEST Analysis
A PEST analysis is an analysis of the external macro-environment that affects all firms. P.E.S.T. is an acronym for the Political, Economic, Social, and Technological factors of the external macro-environment. PEST analysis is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations. Many macro-environmental factors are country-specific and a PEST analysis will need to be performed for all countries of interest.
