Marketing Generics Application Note:

How to do a basic PEST analysis

PEST is the acronym for the analysis you should carry out to understand the top level macro environment of the market, segment, application or geo territory that you are researching.  PEST analysis can be conducted in depth, with all aspects and considerations extensively covered, or can be carried out quickly, perhaps even in your head if you do it often and become ‘fluent’ at it.  Therefore PEST is a very handy tool to know.  It is simple, quick to employ and do, and can be quite powerful.  Making a PEST analysis is an effective, quick way help you understand the context of the area you are analysing and makes sure all the bases are covered.  This Marketing Application explains how to do a basic PEST analysis.


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Keywords: PEST, PEST analysis, PESTEL, PESTLE, the 4Cs, macro business environment, market analysis, marketing audit, market drivers, political drivers, legal drivers, economic drivers, social and cultural drivers, technological drivers