A business does not function solely in and of itself. It is situated in a certain place and time, which it modifies to its advantage. In this endeavor, it can make use of data from a wide variety of sources. Using business analytics, and especially ‘Pestle analysis’, a business may learn the effects of their actions on society at large, and also see the results of similar businesses in the past.

Importance of Business Analytics

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The importance of business analytics cannot be understated. This is due to humanity’s collective endeavor of improving on past successes and failures.

Let us say that A undertakes a venture, and fails. B may choose to undertake an identical venture without knowledge of A’s failure. Following in A’s footsteps, in the same situation as A, B is doomed to failure. If B were to take advantage of business analytics, they would not repeat past mistakes. B’s potential successes would serve as future endeavors, like C.

Using this highly simplified example, we may effectively conclude that business analytics is highly necessary for today’s highly fluctuating climate of existence. It can also be a greatly profitable resource, due to the constant but growing stream of data.

What Is PESTLE Analysis

“PESTLE” analysis is a widely accepted frame of business analytics, instead of a mode of study. It is meant to allow businesses to scope the environment they may work in. “PESTLE” is a mnemonic, with P standing for Political, the first E for Economic, S for Social, T for technological, L for Legal, and the last E for Environmental. As one can see from its constituents, Pestle analysis attempts to provide a holistic framework for companies to understand and encapsulate the entirety of their area of operation.

The Political Aspect

The first aspect covered in a Pestle analysis focuses on the political climate that a business operates in, as well as the implications it may have on said climate with its decisions and actions. A business’s decision to expand on any industry is bound to have political ramifications, and business analytics may help to bring this variable under control.

Let us take an example: A business is seeking to expand a certain service to a new country of operation. The members of the business have not lived in this new domain of functioning, and are less acquainted with its political climate. In this case, one can conduct analysis in multiple ways to gain an advantage.

First, they may look at the political history of the new country in relation to similar products and services. Then, they may analyze the possible political repercussions of their actions in this market. On looking at the past and potential futures, one may be better equipped to handle the present.

The Economic Aspect

The second aspect of Pestle is the economic angle. Here, one may follow a similar pattern of analysis as the above – but replacing the political with the economic. However, the mode of analysis could not be more different – with a greater abundance of structured data on the matter.

Here, the analysis usually chooses to be more statistical to its political counterpart. One may explore changes to GDP, interest rates, inflation rates, etc. from past data, instead of relying on the comparatively unstructured data that one has to deal with while looking at the political angle.

The Social Aspect

The social angle in Pestle may choose to be structured and unstructured, but ideally a mix of both. One may effectively collect new social data before a venture, through structured questionnaires with limited responses to unstructured interviews with varying questions.

This would help one ascertain what products and/or services are demanded by a new market, before bringing potential ideas into action.

Furthermore, one may also draw from past social studies – ranging from census data to cultural and ethnic demographics. All of these are fair game to business analytics, providing a noticeable edge to its competitors.

The Technological Aspect

A business may be selling new technology to a market, whose behavior it seeks to modulate with its onset. Let us say a business is seeking to bring a set of new cars to a new market. It has to study the features of the customer’s past usage patterns and present expectations. This data would determine which product one must push in which sectors, e.g. Sedans in one, SUVs in another.

A technological study may also be important for non-technological products. Let us take a business that deals with allocating human resources, and/or finding jobs for the unemployed. Here, they have to look at workspaces where past jobs have been automatized through technology. Finding their workforce’s new relations to technology may be possible through a Pestle analysis.

The Legal Aspect

Legality and businesses are inextricably linked, and so it falls on a Pestle analysis to also cover this aspect. While the political aspect of a Pestle focused on unstructured data, the legal aspect would seek to analyze structured legal data that is writ in stone.

Let us take a company pushing a service in a new country, but do not understand why this service is succeeding in certain locations and failing in others. A legal analysis would show that this country has a federal system, with varying laws in different states. This accounts for the difference in sales at different places, something revealed at a rudimentary stage of a Pestle analysis.

The Environmental Aspect

A lot of companies do not look at the environmental ramifications of their work, succeeding in profit despite mass ecological damage. In this case, it is but an ethical option to do a Pestle analysis – so as to change their business on grounds of the greater good.

In other cases, the business is related to the environment – as exemplified through industries like tourism.

In both cases, one has to look at the effects of certain actions on the environment – as well as ways to change such effects.

In Conclusion

For a successful Pestle analysis, one must look at all of its aspects as part of a whole – inextricably linked to better a business, and also its functions on the world at large. Business analytics in general, and Pestle analytics in particular, prove themselves to be of paramount importance.


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