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The use of PEST analysis can be seen effective for business such as their strategic planning, marketing, and product development. Furthermore, PEST ensures that company`s performance is aligned positively with the powerful forces of change that are affecting business environment (Porter, 1985). PEST have four factors which are Political, Economic, Social, and Technological. However, we use these factors to check how they interplay to the business or the activity of an organization.Using PEST analysis is important when a company decided to enter its business operation into new markets and new countries. In this case, using PEST will help to adapt effectively to the realities of the new environment and to make contingency plans for threats by preparing business and strategic plans (Byars, 1991; Cooper, 2000).

The PEST analysis helps to explain the critical factors in the organization's external environment. The factors include political, economic, social and technological. For Myer, these forces combine with the internal factors, and other external factors like competition. The Australian consumer goods retail market is worth $121 billion (IBISWorld, 2012) but is heavily fragmented. Myer is the third-largest company in the industry behind David Jones and Harvey Norman, but with $3.158 billion in sales holds just 2.6% market share (Myer 2011 Annual Report). This implies that competition is only one of many factors that can contribute to the company's results. This PEST analysis will help to identify the other major factors.

The main purpose of this paper is through the company 's external and internal environment analysis to evaluate the company in the industry and future developments. Assess the external environment mainly through PESTLE Analysis and Porter 's 5 Forces. Strategic Recourses & Capability Analysis for internal environmental assessment is conducted. Finally, the company somehow SWOT analysis, concluded ••••

However, the Confucian culture is exclusive to the contemporary political culture. In contemporary China, although socialist political culture has been widely spread and the actually implemented with the aid of the power of the state apparatus, people are still unable to completely get rid of the influence and control of traditional Confucian culture. In Confucian culture, the unity political view had the most influence, and the divine right of authority and the benevolence, righteousness, propriety, wisdom, and faith, combined with the Chinese characteristic of the small peasant consciousness, made socialist political system also exist some traces of traditional political culture inevitably, and a large amount of the residual traditional culture values affect the process of political development in a variety of ways (Bell, 2010). Today as you can see, the development of market economy makes profound changes taken place in people's social interest structure. Corresponding to it, while people's political consciousness is fundamentally unified under the banner of socialism and patriotism, but the concrete political tendencies such as political attitude, emotion and policy orientation appear differentiation, which

Between the year 2001 and 2006, China bought more than $ 250 billion in U.S.

| Opp 1- Changing foreign trade policies can provide incentives to change manufacturing facilities to different countries.

A PESTEL analysis which stands for political, economic, social, technological, environment and legal factors is an outline tool used by marketers to investigate and observe the macro-environmental in regards to external marketing environmental factors. A market environment is a marketing term that refers to factors and forces that affect a firm's ability to build and maintain successful relationships with customers that can have an impact on the

Macro environment is crucial to the development of a company. All the external factors can have huge positive or negative influences on Travis Perkins plc, therefore a better understanding of the environment of the company is of supreme significance (Peng & Nunes, 2007). Among all the analysis tools, PEST analysis is one of the most effective tools to analyze the external environment of a company (Riley, 2012). This part will demonstrate PESTLE analysis of Travis Perkins plc below. The result of PESTLE analysis can be demonstrated in the following table 1.

PEST analysis is an imperative strategy tool used for a company, mainly to oversee and assists in project management. PEST analysis stands for the political, economic, social and technological factors of an organization. This tool is used as an aspect of an organization's competitive strategy to analyze and assess the critical external factors that may positively or negatively impact the organization (Kadlubek, 2016). When a PEST analysis is performed, the external factors are analyzed and monitor the external marketing environment. A company may consist of several external factors that can bolster or impede the development of an organization; therefore, it is beneficial and more productive to subdivide the external analysis into more feasible segments (Frederick, Agnes and John, 2011).

It consists of an analysis of the wider environment which helps us in identifying the trends in the market along with potential changes that can be expected in the market in near future. It analyses the political climate in order to identify policies and changes to governance implemented by the governments in the future which may act as barriers to the marketing communication activities or may create favourable effects on the marcomms. Ex: Changes to legislations especially on policies on usage of internet which will affect the browsing experience.

A company which wants to enter into a new market must first understand the target market’s business environment and how to create and retain customers by providing better value than the competition. As the environment changes, businesses must adapt in order to maintain strategic fit between their capabilities and the marketplace. When we are analyzing the macro environment of a company we usually use the PESTE analysis to help us to clear our goal, identify all the factors which are affecting our company directly or indirectly. Such us political factors, economic factors, social factors, technological factors, environmental factors and legal factors.

Despite the economic slowdown, the budget deficit and public debt of Taiwan is expected to continue to decline, as well as help the development of infrastructure, for transport in particular. The trade and service surplus that the country has enjoyed because of resuming their relationship with China may be affected by the expected economic slowdown in China. However, the Taiwanese dollar is expected to remain stable against the US dollar due to the current account surplus in the country (Coface, n.d.). All of these economic and financial aspects affect the business environment in Taiwan, especially

PESTEL analysis is to identify and analyze the strategy and business environment, it is stand for Political, Economic, Social, Technological, Legal, and Environmental factors. This model is to assessing the current environment and potential changes. If

In the world of today, firms are constantly sourcing for ways to carry out their activities in an easier, safer and faster environment and still be able to achieve their set goals and objectives. Today, globalisation has given rise to a number of things- transportation, infrastructure, telecommunication, technology which has continued to increase the needs and demands of the consumers. Organisations and countries struggle with the fast rising demands and usually always strive to succeed more than their counterparts which lead to competitiveness. A firm’s competitive development and enhancement is affected by its domestic environment. Therefore, it is important that a firm first seek out which of these factors would be

This analysis consists of analyzing the external environment of the company (competitors, social, technological, regulations, etc.). The purpose is to identify the key opportunities and threats in the environment.