PEST – Анализ – это инструмент, предназначенный для выявления
политических (Policy), экономических (Economy), социальных (Society) и
технологических (Technology) аспектов внешней среды, которые могут повлиять на
стратегию компании. Политика изучается потому, что она регулирует власть,
которая в свою очередь определяет среду компании и получение ключевых ресурсов
для её деятельности. Основная причина изучения экономики это создание картины
распределения ресурсов на уровне государства, которая является важнейшим
условием деятельности предприятия. Не менее важные потребительские предпочтения
определяются с помощью социальной компоненты PEST – Анализа. Последним фактором
является технологическая компонента. Целью её исследования принято считать
выявление тенденций в технологическом развитии, которые зачастую являются
причинами изменений и потерь рынка, а также появления новых продуктов.
Основные положения PEST – Анализа:
“Стратегический анализ каждой из четырех указанных компонент
должен быть достаточно системным, так как все эти компоненты тесным и сложным
образом взаимосвязаны”
Нельзя полагаться только на эти компоненты внешней среды, так
как реальная жизнь значительно шире и многообразнее.
PEST – Анализ не является общим для всех организаций, так как
для каждой из них существует свой особый набор ключевых факторов.
Политика
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Экономика
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Е
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Социум
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S
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Технология
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T
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1 |
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2 |
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Список литературы
Попов С.А. (1999) Стратегическое Управление. Москва:
Инфра – М. стр. 63
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