PEST drivers
Marketing Environment
What would you assume to be the key PEST drivers?
PEST/STEP is about the macro environment. We should use the finer grained variant of Kotler which details Social into Cultural, Demographic and Natural (the first two probably being very “yielding”).
Political Forces
Alcohol consume is a threat to public health and should be constrained
• Market monopolization in Scandinavian and other countries
• Alcohol taxes in most countries of the world
• Anti-alcohol campaigns in many countries of the world
• Alcohol prohibition (e.g. in specific countries, regions or (public) places; in certain facilities like Metros; in Islamic countries; during public events, etc.) Laws regulating ads, product placement and sponsorship / sales promotion for alcoholic drinks
• Restrictions for on-/off-premise sales of alcoholic beverages (time, specific events)
• National legal minimum age for on-premise sales of alcoholic beverages (serving and selling) “Don’t drink and drive” Economic Forces
Economic decline in Europe, US, etc. reduces amount available to spend for luxury goods. Alcoholic beverages are no basic food. However, they are very important for many cultures and come along with many social activities. Alcoholic drinks are sometimes differentiated by the social level of their typical consumers. Change in price, availability and quality of production inputs. Increasingly countries around the world have become more economically interdependent. Free-trade agreements have made the international trade in a more direct and easier fashion, such as European Union (EU), North American Free Trade Agreement (NAFTA), and World Trade Organization (WTO). Even China has to open its ―virgin alcohol market to the importers from all over the world. Social Forces
Cultural Forces Since 1979 when Absolut Vodka was introduced in the US-Market, company marketers has been fighting against a number of cultural aspects that makes that
What would you assume to be the key PEST drivers?
PEST/STEP is about the macro environment. We should use the finer grained variant of Kotler which details Social into Cultural, Demographic and Natural (the first two probably being very “yielding”).
Political Forces
Alcohol consume is a threat to public health and should be constrained
• Market monopolization in Scandinavian and other countries
• Alcohol taxes in most countries of the world
• Anti-alcohol campaigns in many countries of the world
• Alcohol prohibition (e.g. in specific countries, regions or (public) places; in certain facilities like Metros; in Islamic countries; during public events, etc.) Laws regulating ads, product placement and sponsorship / sales promotion for alcoholic drinks
• Restrictions for on-/off-premise sales of alcoholic beverages (time, specific events)
• National legal minimum age for on-premise sales of alcoholic beverages (serving and selling) “Don’t drink and drive” Economic Forces
Economic decline in Europe, US, etc. reduces amount available to spend for luxury goods. Alcoholic beverages are no basic food. However, they are very important for many cultures and come along with many social activities. Alcoholic drinks are sometimes differentiated by the social level of their typical consumers. Change in price, availability and quality of production inputs. Increasingly countries around the world have become more economically interdependent. Free-trade agreements have made the international trade in a more direct and easier fashion, such as European Union (EU), North American Free Trade Agreement (NAFTA), and World Trade Organization (WTO). Even China has to open its ―virgin alcohol market to the importers from all over the world. Social Forces
Cultural Forces Since 1979 when Absolut Vodka was introduced in the US-Market, company marketers has been fighting against a number of cultural aspects that makes that