Chapter 3

Analyzing the General Environment

PEST or PESTLE Assessment

Introduction

A common and useful beginning to strategic analysis is to consider and assess the general or macro environment in which industries and firms operate. Here we are concerned with very large trends and movements that likely will affect the competitive position of firms and their success. In a sense, these are the ground rules of competition. Still, assessing the general environment seems like a very large and amorphous problem. How can you be sure that you are not overlooking the right information?

In chapter 2, you asked and answered questions about your industry. Here, you will address questions and find answers that define key issues for your industry. These are ...

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