Political
-
ecological/environmental issues
-
current
legislation home market
-
future
legislation
-
European/international legislation
-
regulatory
bodies and processes
-
government
policies
-
government
term and change
-
trading
policies
-
funding,
grants and initiatives
-
home market
lobbying/pressure groups
-
international pressure groups
- Government
type and stability
Freedom of press, rule of law and levels of bureaucracy and
corruption
Regulation and de-regulation trends
Social and employment legislation
Tax policy, and trade and tariff controls
Environmental and consumer-protection legislation
Likely changes in the political environment
How stable is the political environment?
Will government policy influence laws that regulate or tax your
business?
What is the government's position on marketing ethics?
What is the government's policy on the economy?
Does the government have a view on culture and religion?
Is the government involved in trading agreements such
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Economic
-
home economy
situation
-
home economy
trends
-
overseas
economies and trends
-
general
taxation issues
-
taxation
specific to product/services
-
seasonality/weather issues
-
market and
trade cycles
-
specific
industry factors
-
market
routes and distribution trends
-
customer/end-user drivers
-
interest and
exchange rates
- Economic
growth trends (various countries), Taxation,
Disposable income
Job growth/unemployment
Exchange rates
Tariffs
Inflation
Consumer confidence
Production levels.
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Social
-
lifestyle
trends
-
demographics
-
consumer
attitudes and opinions
-
media views
-
law changes
affecting social factors
-
brand,
company, technology image
-
consumer
buying patterns
-
fashion and
role models
-
major events
and influences
-
buying
access and trends
-
ethnic/religious factors
-
advertising
and publicity
Demographics (age, gender, race, family size, etc.)
Lifestyle changes
Population shifts
Trends, fads, diversity, immigration/emigration
Living standards
Attitudes to work and leisure activities
Occupations, and earning capacity
What is the dominant religion?
What are attitudes to foreign products and services?
Does language impact upon the diffusion of products onto markets?
How much time do consumers have for leisure?
What are the roles of men and women within society?
How long are the population living? Are the older generations
wealthy?
Does the population have a strong/weak opinion on green issues?
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Technological
-
competing
technology development
-
research
funding
-
associated/dependent technologies
-
replacement
technology/solutions
-
maturity of
technology
-
manufacturing maturity and capacity
-
information
and communications
-
consumer
buying mechanisms/technology
-
technology
legislation
-
innovation
potential
-
technology
access, licensing, patents
-
intellectual
property issues Technology is vital for competitive advantage, and
is a major driver of globalization. Consider the following points:
Does technology allow for products and services to be made more
cheaply, and of a better quality?
Do the technologies offer consumers and businesses more innovative
products and services such as Internet banking, new generation
mobile telephones, etc?
How is distribution changed by new technologies e.g. books via the
Internet, flight tickets, auctions, etc?
Does technology offer companies a new way to communicate with
consumers e.g. banners, Customer Relationship Management (CRM), etc
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