![]() You can obtain a great deal of information free of charge from government institutions and trade associations. Micro conversions (or micro goals) are actions that a user takes. What changes should be expected and when? Can you identify the driving forces which will bring about these changes? Also, what are the opportunities and risks for your business operations, such as in terms of demand or the market behaviour of customers, suppliers and competitors?īoth primary and secondary sources of information are available for use in the PESTEL analysis. For example, in an e-commerce website, the macro conversion is likely to be making a purchase. Nevertheless, you should examine the previously mentioned factors separately in the PESTEL analysis and determine the status quo as well as current trends. Technological developments as well as political decisions also often influence the economic scope of action. A change in an environmental factor, such as an increased environmental issues in a region, usually also has legal or socio-cultural implications, such as environmental regulations being imposed and a growing environmental awareness among the population. The factors described above are sometimes interconnected.
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