PEST analysis is a marketing tool for identifying various aspects of the environment that affect or may affect the business of an enterprise. Explanation of the abbreviation: Political - political, Economic - economic, Social - social, Technological - technological factors.
The essence and purpose of PEST analysis
PEST analysis is a method for studying the macroeconomic environment. The studied components are encrypted in the name:
- Politics. The political system, the stability of the situation in the country affects the business activity of the enterprise. Legal acts establish the norms of relationships in the business environment. The activities of any company must be carried out within the framework of the law.
- Economy. With the help of this component of the analysis, the rate of inflation, the value of the interest rate, exchange rates, the level of unemployment and wages, etc. are studied. Economic indicators determine the level of prices, profitability, customers' ability to pay.
- Social component(consumer preferences and opportunities). This includes the traditions and values of society, ethical standards, tastes, lifestyle, etc.
- Technological component. These factors are studied in order to find new trends in technological development that will help modernize equipment, create a new product, and improve the production process.
The analysis is carried out according to the "factor-enterprise" scheme. The results are entered into a matrix, where the subject is the factors, and the predicate is the force of influence in points, ranks and similar units.
PEST analysis of environmental factors in Excel
The set of factors in each group will be individual. It depends on the scope of the enterprise, the characteristics of the region, the goals of the analysis.
At the first stage, a list of factors that can affect the firm's profit in the long run is compiled. In the literature, you can find such examples:
| A type | Description |
| Political factors |
|
| Economic forces |
|
| Social factors |
|
| Technological factors |
|
PEST analysis on the example of a trade enterprise:
- Political factors. Part of the products in the "X" store came from foreign suppliers. Due to the policy of sanctions, restrictions have been imposed on a number of goods. Therefore, the director had to look for substitute products (analogues) on the domestic market and from manufacturers from the countries of the Customs Union. The sanctions policy has also led to an increase in the number of various inspections by regulatory authorities. As a result, administrative and corruption costs have increased.
- Economic forces. The high rate of inflation has led to the depreciation of savings. Increase in tax rates - overstatement of costs - rise in prices.
- Social factors. The growth of population mobility has led to a “turnover” of personnel. The way out is to improve the labor incentive system.
- Technological. Scientific and technological progress in the social sphere has led to an increase in the level of needs of the population.
Having identified the factors, experts assess the strength of the influence of each of them. The scale is from 1 to 3.
The arithmetic mean of the estimates is calculated using the AVERAGE function.
The higher the weight-adjusted score, the more attention should be paid to neutralizing this factor.
The next step is to bring the calculations into a matrix form. The factors must be arranged in descending order.
Based on this PEST analysis table, conclusions are drawn: the influence of their factors interferes with obtaining maximum profit, how to reduce the negative impact.
Send your good work in the knowledge base is simple. Use the form below
Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.
Posted on http://www.allbest.ru/
Introduction
Strategic analysis takes an important place in the process of preparing and making management decisions and is an integral part of planning the economic activities of enterprises of all forms of ownership. For the reason that in a market economy, business leaders, chief accountants and managers of different levels must pay more attention to solving strategic problems. Here strategic analysis comes to their aid, which is based on materials from other economic disciplines and its purpose is to master the knowledge and methods and techniques for conducting analytical research, to identify opportunities to improve production efficiency, financial and investment activities.
Strategic analysis is of great importance for assessing the results of activities and changes in the strategic plan of the enterprise or its implementation.
Enterprise management in a market economy is impossible without planning economic activities at all levels: strategic, tactical and operational. The most important is the strategic level, at which management decisions that are vital for the further development of the enterprise are made. The strategic level of management is the highest level, the supporting function of which is strategic analysis.
Exploring the essence of strategic analysis, it is necessary to pay attention to the fact that this term, as well as some other terms (strategic vision, strategic goals, strategic management, etc.), was created from the word strategy. Therefore, in order to determine the features of strategic analysis, it is necessary to dwell on what a strategy is and how important it is for an enterprise.
A strategy is a comprehensive business plan that is developed through a creative, science-based approach and assigned to achieve the long-term, global goals of the business.
Thus, strategic analysis is a complex of studies of positive and negative factors that can affect the economic state of the enterprise in the future, as well as ways to achieve the strategic goals of the enterprise.
The purpose of the work is to carry out a PEST analysis of the enterprise of OJSC "Gazprom", to propose a method for analyzing the external environment of the enterprise, to draw a conclusion.
1. The influence of the external environment on the activities of the enterprise
The concept of the external environment of the enterprise is of paramount importance in the strategic management of the enterprise. It has appeared in management practice quite recently. F. Kotler gives the following definition of the external environment:
The external environment of a firm is a set of active actors and forces acting outside the firm and affecting the ability of management to establish and maintain relationships of successful cooperation with target clients.
Thus, practically everything that exists outside the enterprise can be included in its external environment, but only if all these elements can influence it.
From the point of view of the enterprise, the external environment of the enterprise can be characterized by two features: breadth, the mechanism of influence on the enterprise.
These characteristics can be used to divide the external environment into:
1. The environment of the immediate environment or microenvironment of the enterprise.
2. Remote (shared) environment or macroenvironment.
Accordingly, changes in the external environment affecting the activities of firms can be divided into two groups: macro- and microchanges. Changes in the macro environment are determined by external forces that affect all markets at once. These include major economic, demographic, political, technological and cultural shifts. Changes in the macroenvironment of the enterprise do not directly affect it.
Changes in the microenvironment mean specific events that affect the industry in which the firm operates: changes in the needs and behavior of its customers, competitors, intermediaries and suppliers. Through micro-changes, the impact of changes at the macro level on a specific industry occurs. Thus, the microenvironment, to which the main attention should be paid, has a direct impact on the activities of the enterprise.
Analysis of the external environment of the enterprise: allows you to identify the factors that promote or hinder the commercial success of the enterprise. As the dynamism of the external environment intensifies, such analysis becomes for the enterprise a vital factor that determines its survival. Not all elements of the external environment are of the same importance for the enterprise, therefore an important part of the analysis is to identify those of them that play an important and significant role.
Thus, the analysis of the external environment allows us to identify both the opportunities and threats for the enterprise, and the reasons for the instability and uncertainty of production. Let's define the above terms:
Opportunity - the perspective of the development of the organization, taking into account the fulfillment of certain conditions.
Threat - actions and factors, the presence of which can harm the enterprise, with the possibility of bankruptcy.
Instability is a state of the system characterized by the heterogeneity and timing of each of the ongoing processes and all changes in general.
Uncertainty is the absence or lack of definition of something. Usually arises due to lack of necessary information.
At the moment, the most common systems for analyzing the external environment of an enterprise are PEST and SWOT analysis.
The analysis is carried out according to the "factor-enterprise" scheme. The results of the analysis are drawn up in the form of a matrix, the subject of which are the factors of the macroenvironment, the predicate is the strength of their influence, assessed in points, ranks and other units of measurement.
The results of the PEST analysis make it possible to assess the external economic situation in the field of production and commercial activity.
SWOT analysis is a strategic planning method used to assess factors and phenomena that affect a project or enterprise. All factors fall into four categories: s trengths (strengths), w eaknesses (weaknesses), o pportunities (capabilities) and t hreats (threats). The method includes defining the goal of the project and identifying internal and external factors that contribute to its achievement or complicate it.
PEST analysis (sometimes referred to as STEP) is a marketing tool designed to identify political ( P olitical), economic ( E conomic), social ( S ocial) and technological ( T echnological) aspects of the external environment that affect the company's business.
Politics is studied because it regulates power, which in turn determines the company's environment and the acquisition of key resources for its activities. The main reason for studying economics is to create a picture of the distribution of resources at the state level, which is the most important condition for the operation of an enterprise.
No less important consumer preferences are determined using the social component of PEST analysis. The last factor is the technology component. The purpose of his research is considered to be the identification of trends in technological development, which are often the reasons for changes and losses in the market, as well as the emergence of new products.
2. Analysis of the state of the internal and external environment in JSC "Gazprom"
2.1 Brief description of the organization
Open Joint Stock Company Gazprom is one of the most important participants in the world energy markets, capable of making a significant contribution to their stabilization and ensuring global energy security, which is one of the main components of its development strategy.
In the world ranking of oil and gas companies, Gazprom ranks first in natural gas production. In terms of oil production and refining, Gazprom is one of the five largest Russian oil companies and one of the twenty world leaders in the oil business.
The term "Gazprom" refers to the parent company of the Gazprom Group - Open Joint Stock Company "Gazprom". The Gazprom Group should be understood as a set of companies consisting of OJSC Gazprom and its subsidiaries.
The Group's role in the global energy markets is not limited to its export potential and reputation as a reliable and stable supplier of energy resources. The specificity of Gazprom is that it is both a producer and a supplier of energy resources, having a powerful resource base and an extensive gas transportation infrastructure. Due to the geographic location of Russia, Gazprom has the opportunity to become an energy bridge between the markets of Europe and Asia, supplying its own gas and providing transit services for gas from other producers.
The Gazprom Group has a rather complex and broad organizational structure. The total number of these companies with various shareholdings of OAO Gazprom exceeds 150 units.
The Group operates one of the world's largest gas pipeline systems and provides the bulk of natural gas production and transportation via high-pressure pipelines in the Russian Federation. It is also the largest exporter of natural gas to European countries, producing oil and producing petroleum products.
The Group is engaged in the following main types of business activities: exploration and production of gas, transportation of gas, sales of gas, production of oil and gas condensate, refining of oil, gas condensate and other hydrocarbons and sales of refined products.
Other types of financial and economic activities mainly include construction, production of electricity and heat and asset management. This organization belongs to the oil and gas industry.
According to the Civil Code of the Russian Federation, a joint-stock company is recognized as a company, the authorized capital of which is divided into a certain number of shares; members of a joint-stock company (shareholders) are not liable for its obligations and bear the risk of losses associated with the activities of the company, within the value of their shares. In the event that its members can alienate their shares without the consent of other shareholders, then such a company is recognized as an open joint stock company. It has the right to conduct an open subscription to the shares issued by it and free sale under the conditions established by law and other legal acts. The authorized capital of a joint-stock company is made up of the par value of the company's shares acquired by shareholders. At this point in time, OJSC "Gazprom" by the size of the organization belongs to the class of "large" business.
The current state of the facility and the control system can be characterized as strong and stable. Gazprom looks to the future with confidence. Every year Gazprom is improving its management structure. The reform is aimed at improving the efficiency of Gazprom as a vertically integrated company. The creation of subsidiaries by types of activities, such as underground gas storage, underground repairs, hydrocarbon processing, and oil production, has begun.
Along with the strong position of the organization, there are problems that are both strategic and financial in nature:
The increasing interdependence of markets, which in the era of globalization leads to the synchronization of the economies of countries and to the possibility of rapid transfer of recessions or crises from one country to another;
The problem of international regulation of the industry. The regulation of the energy industry is carried out in various directions. The most important areas are liberalization, customs and tax legislation, environmental legislation and energy security.
The issue of ensuring energy security is to stimulate the efficient use of energy, as well as reduce dependence on energy imports from a single source;
Geographic conditions and climate. A significant share of Gazprom's gas production is in Western Siberia, where the harsh climate complicates production and increases the cost of natural gas;
Changes in exchange rates and inflation. A significant part of Gazprom's revenues are denominated in dollars or euros, while most of the costs are denominated in rubles. In this regard, changes in inflation rates and exchange rates have a significant impact on the results of financial and economic activities.
These problems arise on the path of development of almost any large structure, however, Gazprom is confidently looking ahead, strengthening its position in the global energy market, helping to increase the company's authority and influence in the world community, as well as ensuring long-term growth of its value.
2.2 Mission and main goals of the organization
OJSC Gazprom is the largest gas company in the world. The main areas of activity are geological exploration, production, transportation, storage, processing and sale of gas and other hydrocarbons. The state is the owner of the controlling stake in Gazprom - 50.002%.
Gazprom sees its mission in the most efficient and balanced gas supply to consumers in the Russian Federation, and in fulfilling long-term gas export contracts with a high degree of reliability.
The following main goals of Gazprom can be identified:
1. Increasing the volume of gas production. Gazprom has the richest natural gas reserves in the world. Its share in world gas reserves is 17%, in Russian - 60%. Gazprom accounts for about 20% of world and about 85% of Russian gas production. The priority area of Gazprom's activity is the development of gas resources of the Yamal Peninsula, the Arctic shelf, Eastern Siberia and the Far East.
2. Timely gas supply to Russian and foreign consumers. Gazprom owns the world's largest gas transportation system - the Unified Gas Supply System of Russia. Its length is 156.9 thousand km. Gazprom exports gas to 32 countries of the near and far abroad and continues to strengthen its positions in traditional foreign markets.
3. Diversification of markets and products. Gazprom is implementing a phased strategy to increase its presence in the liquefied natural gas (LNG) market. This allows you to expand the geography of the company. The development of the oil business is one of the strategic goals of Gazprom on the way to becoming a global energy company. One of the core areas of product diversification for Gazprom is the electric power industry, the connection of which with the gas business is a global trend and allows for a significant synergistic effect.
4. Social significance of OJSC "Gazprom". The most important principles in the activities of the Gazprom Group are to be attentive to the interests of society, to fully contribute to the social and economic development of Russian regions, to create a favorable business climate in them, to maintain decent working conditions, social and spiritual well-being of people.
In this regard, the Company strives to ensure the sustainable development of its business, paying increased attention not only to the economic, but also to the social component. Gazprom steadily adheres to the principles of social responsibility, which are: gasification of the country's regions, creation of new jobs, implementation of social programs for personnel, sponsorship and charity, environmental and educational campaigns, payment of taxes, etc.
Special attention is still paid to supporting disabled children, orphans and children in orphanages. The Company annually allocates funds for the construction of residential buildings, kindergartens, clinics, etc.
The company adheres to its tax obligations, bringing in about 1 billion rubles to the Russian budget every day.
In its sponsorship and charitable activities, the Company is focused on supporting such spheres of public life as culture, sports, education, science, participates in major projects aimed at reviving national, preserving artistic and historical values, and enhancing the best traditions of the national stage and theatrical art.
Among the long-standing partners of Gazprom in the field of strengthening and developing cultural heritage are the State Tretyakov Gallery, the State Museum of Fine Arts named after V.I. A.S. Pushkin, the State Hermitage, the State Academic Mariinsky Theater, and other centers of Russian culture.
For many years now, Gazprom has continued fruitful cooperation with the Russian Orthodox Church and other confessions aimed at reviving spiritual and religious traditions.
Gazprom actively supports the development of domestic science, is the founder of many Russian scientific public organizations and foundations, including the Supreme Engineering Council of the Russian Federation, the N.N. IN AND. Vernadsky and others.
Gazprom provides traditional support to the Olympic team of our country, is the general sponsor of the Russian football club Zenit, a partner of the All-Russian Federation of Rhythmic Gymnastics, supports various national sports federations, sports teams and individual (both established and novice) athletes.
Traditionally paying special attention to supporting children and young people, the Company launched the Gazprom to Children program aimed at supporting the physical and spiritual potential of the younger generation.
Gazprom is not only one of the most important participants in the world energy markets, capable of making a significant contribution to their stabilization and ensuring global energy security, but also an organization whose activities are of great social importance for a huge number of people.
2.3 Analysis of environmental factors
The current economic situation in the global energy market:
Oil is an energy source of global importance, gas is mainly regional, coal is local;
A sharp increase in the consumption of hydrocarbons, which in the foreseeable future will not be replaced by alternative energy sources;
The sharp increase in the demand of developing Asian countries for energy resources, taking into account the ongoing economic growth, rapid population growth and extremely high energy intensity of national economies;
The widening gap between consumption volumes (growing) and production volumes (declining) of hydrocarbons in developed countries;
Limited opportunities for additional production growth increase the risks associated with possible market destabilization;
The level of provision of the world economy with oil and gas reserves is decreasing;
Lack of (temporary) oil refining and transportation capacities and limited additional oil production capacities;
The interest of industrialized consumers in the problems of the development of alternative energy is indicated;
The importance of projects for the production and supply of liquefied natural gas (LNG) is growing;
In a number of countries, there is a renewed interest in nuclear energy;
Assets for mergers and acquisitions are becoming less and less, therefore, in recent years, the main mergers have been taking place exclusively within one country or a common geopolitical space;
Growth of political risks in regions richest in hydrocarbons.
The main factors hindering the development of the gas industry (by the example of Gazprom) in Russia:
The policy of "Gazprom", for which it is not profitable to develop the domestic market in the conditions of existing internal gas tariffs;
Lagging of production growth rates from growth rates of gas consumption;
The need to invest heavily in the development of new deposits;
Betting on purchases of Central Asian gas instead of investments in upstream projects;
The policy pursued at the state level to prevent foreign companies from being operators of the development of the most promising objects (Yamal, the Shtokman field);
The critical state of the existing oil export infrastructure and the problem of modernizing the existing system of main gas pipelines;
The monopolistic nature of the Russian gas industry.
The main consumers of energy resources in the domestic market are the electric power industry, metallurgy, agrochemistry, the cement industry, the population, the commerce and others. The main consumers of Gazprom's products on the foreign market are the Far Abroad, the CIS and the Baltic States.
For a more illustrative example, in tables 1 and 2, we will carry out a PEST analysis of the enterprise of OAO Gazprom.
Table 1. "Environmental factors"
|
Political and legal factors 1. Imperfect and complex tax system, leading to the establishment of high prices for services and the washing out of the company's working capital; |
Economic forces |
|
|
Sociocultural factors 2. Preferences of end users of services. |
Technological factors1. Use of new equipment and technologies in the practice of oil and gas production. |
The next stage of the analysis is to analyze the influence of the above factors on the activities of OAO Gazprom.
Table 2. Influence of PEST factors on the activities of OJSC "Gazprom"
|
Potential impact on the activities of OJSC "Gazprom" |
||
|
Political and legal factors 1. Imperfect and complex tax system, leading to the establishment of high prices for services and the washing out of the company's working capital. 2. State support for small businesses. |
1. An increase in tax for monopolists leads to an increase in the costs of the enterprise, as well as the disadvantage of the development of the domestic market of Russia in connection with the reduced rates for raw materials. 2. This factor is not applicable to the "Gazprom" |
|
|
Economic forces 1. Cancellation of 5% sales tax and change of the value added tax rate to 18%. 2. Increase in tariffs for natural monopolies. |
1. Forcing to export oil and gas products abroad is justified by the increased rate on resources. 2. Increase in production costs and rise in the cost of the services offered. |
|
|
Sociocultural factors 1. The level of education of the population of the country. 2. Preferences of end consumers of products. |
1. OJSC "Gazprom" employs highly qualified personnel, the management does not spend a lot of time on personnel training. 2. Changes in the approach of JSC "Gazprom" to the end consumer. It is necessary to make changes regarding the services offered in terms of quality, service, price. |
|
Technological factors1. Use in practice of new technologies for production and transportation |
1. Gazprom needs more modernized equipment in order to reduce costs. To achieve this goal, capital is attracted in the development of science and technology of the company. |
Based on the analysis performed, appropriate conclusions can be drawn. Gazprom is not only one of the most important participants in the world energy markets, capable of making a significant contribution to their stabilization and ensuring global energy security, but also an organization whose activities are of great social importance for a huge number of people.
There are a number of problems associated with Gazprom's entry to the external market. Among them, such as: the problem of modernizing the existing system of main gas pipelines, lack of investment in upstream projects, lagging behind in the use of the most promising technologies, limited opportunities for oil pipeline supplies to Europe, persistence of transit risks, unresolved issues within the EU and the actual lack of a unified point of view. on the way to ensuring energy security.
In this regard, the following can be singled out as priority measures to change the current situation: increased attention, both at the state level and on the part of the largest oil and gas companies, to the domestic gas and oil production sector; stimulating investments in the reproduction of the mineral resource base and the development of deposits; investing in national production projects in Eastern Siberia and the Far East, Sakhalin, the northern shelf, etc .; maintaining and expanding the presence of Russian companies in the fuel and energy complex of Iraq, Iran and other states of the region; special attention should be paid to projects for the production of LNG as the most promising from the point of view of the future of the world fuel and energy complex; improving technological safety and efficiency of energy transmission networks; expanding the supply of hydrocarbons to markets in Europe through the construction of additional energy transport routes (to Northern, Southern Europe and the Balkans) and consolidation in the Asia-Pacific market; For Russian oil and gas companies, it is necessary to use a favorable external environment for the reconstruction of production facilities using modern technologies and for the development of a sales network, which will reduce the cost of production and offer a more competitive product to foreign markets.
Nevertheless, whatever the existing barriers, Gazprom improves its position in the global energy market every year, focuses on a serious strengthening of its competitive positions in the European and world hydrocarbon markets, which allows us to confidently speak of our country as one of the world energy leaders.
3. An innovative method for analyzing the external environment of the enterprise "Gazprom"
The Russian energy market is not attractive for such a monopoly as Gazprom, the reason is the constant restrictions on price increases by the antimonopoly services. Therefore, the company is trying to enter the foreign market with the main volumes of raw materials, where this raw material is highly valued. After the analysis of the enterprise and its activities, the following can be proposed:
The main sections in PEST analysis play an important role, but this analysis does not take into account:
- trends in the level of partner countries;
- rapid abolition of the technology used;
- processing of raw materials in Russia does not comply with EU standards, which forces oil workers to sell unprocessed oil, thereby reducing its cost;
- the different standard of living of Russians and Europeans negatively affects the policy of the company, justified by the fact that it is more profitable to supply raw materials to Europe than to sell them in Russia;
- the state does not support monopolists. Those. having a controlling stake, the state does not invest in the modernization of the enterprise, knowing about the prospects of this industry.
Based on these "minuses", we will draw up a rough plan for analyzing the external environment of OJSC "Gazprom":
· Determination of the main task of the energy strategy.
· Analysis of the strategy of the global presence.
· Marketing strategy in the domestic and foreign markets.
· Strategy in the field of electricity.
· Possibility of diversification of production.
· The level of development of oil and gas processing.
· Development of the gas transmission system.
The support of the state is not tangible, only taxes on the profit of the organization are growing, given that this industry is promising, the state does not take significant measures to modernize it. If the state invested in the modernization of Gazprom, it would allow the company to reach a new level, thereby increasing its profit and the profit of investors.
The development of technologies for the extraction of raw materials will allow the company to take a leading position in the world and establish itself not only as a reliable partner, but also as a supplier of high-quality raw materials. In addition, the modernization of oil refining technology will make it possible to produce gasoline of the European level, which will allow to capture an even larger market share not only in Europe, but throughout the world. The distribution of high-quality gasoline in the domestic market will allow attracting more customers in Russia, thereby increasing its own revenue and pushing competitors into the background. In Russia, there are a lot of foreign-made cars that require high-quality fuel in order to avoid unnecessary costs that may arise in connection with a vehicle breakdown.
In fact, the better the gasoline, the longer the engine will run, this will attract motorists who are ready to overpay for high-quality fuel, this scheme is used by the Lukoil company, this company provides gasoline of European quality at a high price, and thus has managed to establish itself as a reliable partner with many customers who speak positively about the quality of the services provided. Consequently, if the company proceeds from the parameters proposed above, then it will see the whole picture that is developing around the company, this will allow it to more flexibly respond to the changes in requirements in the market, as well as maintain a leading position in the world.
Conclusion
The external environment in strategic management is considered as a combination of two relatively independent subsystems: the macroenvironment and the immediate environment.
The macroenvironment creates general conditions for the environment where the organization is located. Analysis of legal regulation, involves the study of laws and other regulations that establish legal norms and the framework of relations, gives an organization the opportunity to determine for itself the permissible boundaries of actions in relations with other subjects of law and acceptable methods of defending their interests.
The political component of the macroenvironment should be studied in order to have a clear idea of the intentions of public authorities in relation to the development of society and the means by which the state intends to implement its policy.
The study of the political component should concentrate on figuring out what programs the various party structures are trying to enforce. external environment analysis strategic
The study of the social component of the macroenvironment is aimed at understanding the impact on business of such social phenomena and processes as people's attitude to work and quality of life.
The analysis of the technological component allows you to see in a timely manner the opportunities that the development of science and technology opens up for the production of new products, for the improvement of manufactured products and for the modernization of the technology for the manufacture and sale of products.
The analysis of suppliers is aimed at identifying those aspects in the activities of entities that supply the organization with various raw materials, semi-finished products, energy and information resources, and finance, on which the effectiveness of the organization's work depends.
Bibliography
1. Efremov V.S. Business strategy: Concepts and planning methods.
2. Zabelin P.V., Moiseeva N.K. Fundamentals of strategic management.
3. Markova VD, Kuznetsova SA Strategic management: A course of lectures.
4. Thompson A.A. Strickland A. J. Strategic Management: The Art of Strategy Development and Implementation.
5. A.G. Porshneva, Z.P. Rumyantseva, N.A. Salomantina Organization management: textbook.
6.http: //www.gazprom.ru/.
7.http: //gazprom.ru/interactive-reports/report2010/ru/.
8.http: //www.2stocks.ru/main/invest/stocks/isprofile/deyatelnost?issuer_id= 192 & profile_id = plan.
9.http: //www.gascom.ru/ru/new_projects/index.php?print=Y.
10.http: //www.oilandgaseurasia.ru/articles/p/108/article/1042/.
11.http: //ria.ru/company/20120120/544456737.html.
Posted on Allbest.ru
...Similar documents
Theoretical foundations of the analysis of the internal and external environment of a modern enterprise, its main elements. A brief description of the organization of OAO "Gazprom", its mission and goals, measures to improve the work on the analysis of the internal and external environment.
term paper, added 09/25/2011
Brief description of the organization. Mission and goals of the organization. Analysis of the factors of the internal and external environment. Organization management structure. The position of the main types of products on the market. Recommendations for improving the management system of Gazprom LLC.
term paper, added 11/24/2009
Organization as an object of management. Management structure concept. Its relationship with the organizational structure. Mission and main goals of Gazprom LLC. Analysis of the factors of the internal and external environment. Recommendations for improving the management system.
term paper added on 08/28/2012
Brief description of PJSC "Gazprom", analysis of internal and external corporate social responsibility (CSR) of the enterprise. Assessment of the degree of development of CSR PJSC "Gazprom", completeness and implementation of all its areas, recommendations for improvement.
term paper added 01/20/2016
The concept of the internal and external environment of an organization in strategic management. Areas of analysis of the internal environment: marketing, production, finance, personnel, management structure. Environmental factors of indirect impact. Enterprise valuation parameters.
test, added 01/27/2011
Brief organizational and economic characteristics of LLC "MS". Analysis of the internal and external environment of the organization, goal and mission. Diagnostics of the state of the company: analysis of competitors, key success factors. Enterprise positioning, sales system, SWOT analysis.
practice report, added 12/25/2013
The concept and structure of the organization. The essence of management activities. The principles of building organizational structures. Mechanisms and types of management. Mission and goals of the internal environment of the enterprise. The influence of the external environment on the successful development of the enterprise.
presentation added on 08/28/2016
The main factors of the internal and external environment of the municipality, their characteristics. SWOT and PEST analysis in the municipality. The use of studies of the internal and external environment in the strategic management of a municipal formation.
term paper, added 10/29/2011
Analysis of the internal and external environment of the organization as one of the internal problems of management. The main goals and procedure for compiling a SWOT analysis. Characteristics of the enterprise ChMP "Design", the formation of the mission and goals of this organization, the compilation of the matrix.
term paper, added 11/12/2010
The potential and strategic capabilities of the organization. The constituent elements of the architectonics of the organization. Methods for observing and researching the external environment of an enterprise. The essence, elements and stages of PEST analysis. The main forces of competition according to Porter. Power factors.
Ogilvy also emphasized in every possible way the need for research for successful promotion in the market. Knowing what is going on in and around the company certainly makes it easier to get to the top of the market. One of the classic methods of analyzing the external environment of a company is PEST analysis (sometimes it is also called STEP analysis).
This technology makes it possible to assess the environment in four different ways: political, economic, socio-cultural and technological. This allows you to look at the situation from different angles and analyze what is happening more deeply.
It should be remembered that when conducting an analysis, it is necessary to take into account not only the current situation on the market, but also its forecast for the next three to five years, this will allow us to adjust the company's development strategy.
So, in conducting a PEST analysis, the following stages can be distinguished:
1. Identification of factors influencing the company's activities, especially those related to making a profit
2. Collection of information about these factors and the forecast for their change
3. Revealing the significance of each factor
4. Drawing up a PEST analysis table
To get the most complete picture, do not limit yourself to your own opinion, find out what experts think about what is happening on the market, check the opinion of those who directly work with clients, find out what experts in related fields think about the situation. Carefully study the available publications in the press, perhaps foreign experience will be useful.
Having identified the factors affecting your business, divide them into four groups. Political factors include factors related to both foreign and domestic policies of the country, as well as various legal acts directly or indirectly regulating your activities. It is necessary to take into account whether the legislation will change in the near future, and what impact this will have on the company's activities. For example, the recently introduced sanctions, which immediately affected many areas of the economy, can be attributed to political factors.
You should also consider:
- the degree of government interference in your industry
- the level of corruption of officials.
- the stability of the power of the existing government
- main trends in politics.
The next group of factors is economic. In this group of factors, it is necessary to single out macro- and microeconomic factors.
It is necessary to assess the general situation on the market, for this it is necessary to answer the following questions:
- crisis or growth expected?
- how high is the unemployment rate?
- How do currency rates change?
- what is the average per capita income?
- how high is the inflation rate?
- what are the trends in the banking sector?
Socio-cultural factors have an equally significant impact on the work of the company. They reflect not only socio-demographic characteristics, but also the mood in society, traditions and cultural characteristics of consumers.
In this field it is necessary to highlight:
- how the population size, racial composition, age and sex characteristics change.
- cultural characteristics
- educational level of the population and tendencies to change it
- social structure of society
- fashion trends in various fields, popular "memes", etc.
The last group of factors is technological. The structure of the modern world is largely determined by the speed of technological progress. If you do not keep up with him, then it is quite possible to be out of work. Of course, some industries are more technological, others less, but everyone is experiencing this influence.
In this group, you need to pay attention to:
- the impact of mobile technology on the industry
- the impact of the internet on the market
- innovations in the field, new technologies and materials.
- development of other information technologies
- the speed of development of scientific and technological progress in the country.
After determining the factors and entering them from the corresponding cell of the table, it is necessary to assess their strength of influence on a scale from 1 to 3.
1 - low impact, practically does not affect the company's activities
2 - only significant changes in the factor affect the company's profit
3 - high degree of influence, any changes have an impact on the company.
This assessment is subjective. Factors that do not affect the company are not included in the table.
After that, it is necessary to obtain an expert assessment of the likelihood of a change in the factor. Several people with direct experience in the industry should be invited as experts. The likelihood of change is assessed on a five-point scale; after receiving expert assessments, the average score is calculated. After that, you need to calculate the total average score by adding up all the average marks.
Next, a weight-adjusted factor estimate is calculated. For this, the average expert assessment is multiplied by the degree of influence of the factor, and the result is divided by the sum of the average points of the expert assessments. The higher the coefficient obtained, the more influence must be given to this factor. Next, the PEST analysis pivot table is filled in, in which the factors are indicated in descending order of weight.
After that, it is necessary to prescribe the consequences of changing the factor and the actions that the company will take in this case in order to minimize the damage.
There are various modifications of PEST analysis, the most popular of which are PESTEL, PESTELI, STEEP, and LONGPEST. Typically, this advanced analysis allows other aspects of the brand environment to be analyzed as well. So PESTEL apart from standard analyzes also environmental (Environmental / Ecological) and legal (Legal) factors. PESTELI adds Industry aspects of the market to the previous version. STEEP analysis is suitable for companies that want to analyze Ethical aspects of the external environment. LONGPEST allows you to assess the impact of factors at the local (Local), national (National) and global (Global) level.
PEST analysis allows not only assessing the current situation around the company and predicting future changes. A well-performed PEST analysis is the basis for the company's anti-crisis plan.
Today we can say for sure that the transition has taken place from the main market, where it was required to fill empty niches, and those enterprises who managed to ensure the sale of products faster than others won in it, to a competitive market. For success and prosperity, the correct approach to the arrangement of product groups is no longer important here; here it is important to learn how to correctly promote it, staying ahead of competitors. In conditions of fierce competition, it became impossible to use traditional methods of financial research, it became necessary to act from a practical point of view, to conduct research of a new type, which takes into account many factors of external and internal production conditions of the enterprise.
In the marketing sphere of the enterprise, the means of Pest-analysis are used, which reveal the political, economic, social, technological dependence of the enterprise on external influences on the conduct of a successful business.
- The study of the political environment is useful for influencing the authorities, since they will depend on the transfer of the necessary resources for the operation of the company.
- When analyzing the economic situation in the market, it becomes clear how the distribution of basic resources at the state level is going on; the successful work of the company largely depends on this.
- The most important consumer preferences can be identified with the help of Pest analysis, which examines the technological solutions of the company. The analysis examines the directions of the use of modern technologies, their dependence on the development of the whole enterprise in general. Analytical actions that are not carried out in time can lead to losses in the field of product sales.
How is the Pest analysis of the external environment carried out?
Analytical studies are being carried out according to a certain scheme, where the pest analysis matrix is set, in a schematic form, the matrix is depicted as a fraction, where the macroenvironment factors are displayed in the numerator, and their influence on the production process in the denominator. The result is displayed in points, ranks or other units of measurement
At the end of the study, it is possible to establish possible threats to the enterprise on, it will be the main strategy for planning activities for several years, and the analysis data should be updated.
The main factors of pest-analysis
If we take into account that when conducting pest analysis, environmental factors are used that affect the production process of the enterprise, then the distribution looks like this:
- Macroenvironment. This means the activities of the government, the state of the social and democratic sphere, the development of scientific and technological progress, and the action of natural phenomena
- Microenvironment. This refers to information about resource suppliers, purchasers, competitors, creditors, trade unions.
Basically, when conducting pest analysis, only the macroenvironment is analyzed, which includes many factors. And the analysis is carried out according to the main factors, consisting of:
- Analysis of the political situation (P). This factor affects the regulation of the mechanism of rotation of the money supply, and other components of the profitability of the enterprise and satisfaction in resources. These analytical actions are aimed at the concept of state activities for the distribution of the main resources of the enterprise. It is necessary to analyze the political stability of the state, changes in tax legislation. Take into account antitrust laws, foreign economic regulations, laws on the preservation of nature and the regulation of citizens' employment. The concept of the state on the activity of the industry, as it relates to foreign investment, is clarified. The analysis makes it possible to understand the intentions of the state in relation to the development of the social system, and what means it will use to achieve its goals.
Purpose of pest analysis
Identification of external factors affecting the production process of an enterprise, consisting of:
- Analysis of Economics (E)... This is one of the important articles of analytics, since the economics of an enterprise is an important component of its success. This fact of macroeconomics will affect the living standards of citizens, their ability to pay for goods. This information is necessary to make forecasts of the population's demand for a particular product, to find out the pricing policy and profit of the enterprise. Economic analysis data make it possible to understand the formation and distribution of economic resources at the state level. When analyzing the economy, they use data on the gross income of an enterprise, investment policy, take into account the degree of unemployment and inflation. It is important to analyze changes in exchange rates, pricing and wages, how it has changed in terms of profitability, what amount of money is circulating. It is important to take into account the pricing policy of energy resources, the budget deficit and the tax rate. This section determines the general level of development of the economy in the market area, the competitiveness of the enterprise.
- Social Analysis (S)... This section of the analysis is aimed at studying the formation of consumer preferences, the dynamics of changes, and forecasting the demand of the population. It is important to take into account the active position of the consumer, his demographic structure, to find out the standard of living, to study the customs of the population, its habits, how it relates to work, to understand the social security of all segments of the population.
- Analysis of new technological solutions (T)... In this section, the dynamics in technological solutions is monitored, and if this is not done, then you can lose the sales market if you do not follow the changes in the production processes of the enterprise. Analytics of changes will allow the enterprise to carry out the reconstruction of technological lines in time, and implement products that are more modern in the technological solution, abandoning the old methods of its production. It is important here to make an analysis on the protection of intellectual property, not to use solutions aimed at discriminating it. It is important to consider the legal provisions for its protection. To study how developments in related areas affect the operation of the enterprise, to analyze new technological solutions and apply them to the production of products at the enterprise. Find out whether it is necessary to modernize technological lines, whether there are new scientific discoveries, patents that have appeared on your market. Find solutions to improve, automate the entire technological production, and figure out how to get the information you need.
Any enterprise cannot but be in unity with the external environment, it largely affects all of its activities. Because it is a consequence of obtaining all the resources necessary for successful activities. An enterprise cannot do without the supply of energy resources, employees, the extraction of the necessary information, which it receives from the external environment, then the enterprise turns these resources into services and goods that enter the external environment. Constant interaction with the external environment helps the existence and development of the enterprise.
The effect of the external environment on the enterprise is enormous, it can be expressed in various factors, provide favorable conditions for the successful operation of the entire enterprise, or, conversely, pose a threat to its existence. The conditions for the action of the external environment are diverse, it consists of many components that have a different impact on the prosperity of the enterprise.
It is impossible for an enterprise to be isolated from the external environment; it should constantly contact with it. A variety of components of the external environment to a large extent have an impact on enterprises, each in its own degree and frequency. And for successful development, it is necessary to conduct research on the factors affecting the prosperity of an enterprise. To carry out this action, use the Pest analysis.
It is a kind of macroeconomic model, which reflects the assessment of the impact of the external environment on the activities of the enterprise. Basically, it is used when launching new products on the market for similar goods.
When performing a Pest analysis, the main indicators of external factors that have the greatest impact on business are used. The source of information can be the media
Pest analysis steps
When analyzing factors, one should answer the main production questions:
Can trends in culture, economy, technology change, which will affect the increase in demand and the state of the competitiveness market? Consider an option if this can happen.
It is recommended to carry out pest analysis regularly, and analyze the results obtained with earlier ones:
- Changes in the legislative framework can affect a favorable environment in conquering the sales market, and significantly expand the scope of the enterprise.
- With the change of an influential party in the government, there will be an opportunity to gain a foothold in the market, which will have a beneficial effect on the work of the entire enterprise
- Tracking possible terrorist actions, because in this case, the enterprise will suffer great damage
- Tracking natural and geographical factors will help the enterprise to prevent the consequences of natural disasters, in time to protect its production from destruction
Problems and features of pest analysis at the enterprise
- Interpretation. For many specialists of the company, it is sometimes difficult to define the essence of the macroenvironment and identify the boundaries for its activities. This refers to the structuring of significant research data, the actions of the financial mechanism, while trying to synthesize all the results obtained, to identify in them the disadvantages of refusing to involve the top managers of the enterprise. There is a real difficulty in identifying the capabilities of an enterprise in future production, finding the necessary resources for the analysis to be more accurate.
- Incorrect enterprise orientation: not all enterprises allocate sufficient funds for analytics of the macroenvironment, justifying this by the difficulty of production and marketing of products. But this is the wrong position, in order to overcome all production difficulties, it is precisely necessary to carry out analytical actions to improve the enterprise. Those who analyze the environment at any time for the enterprise will be beneficial.
- With a lack of approval and understanding on the part of management, difficulties may arise in stimulating management to involve analysis, the impossibility of applying them to real events, they may show resistance to changing requirements to make a long-term forecast.
- Many enterprises that work with several domestic or foreign companies present a great deal of difficulty in the preparation of analytical reviews of external components. To conduct a qualitative analysis, one should resort to generalizing the dynamic values of the macroenvironment in different states and organizations.
When compiling a pest analysis, you should rely on the following theses :
- When developing a strategic analysis of each component of the environment, carry it out systematically, since they all depend on each other, there is a close relationship between them.
- Pay attention to life situations, and associate them with the activities of the enterprise, life is diverse and every day can change
- One type of analysis cannot be recommended for all enterprises; each of them may have its own specific key factors.
After analyzing the pest analysis, a political, economic, social and technological indicator of the external environment is identified; these data are needed to select an enterprise action strategy to achieve the greatest well-being. Its result will be the substantiation of the factors that may pose a threat to the activities of the entire enterprise in the future.
When compiling an analysis of the internal macroenvironment of an enterprise, all companies dependent on the enterprise are examined, and their activities are being investigated for the benefit of the main enterprise. They represent a distinct force that affects the well-being of the entire enterprise. To carry it out, you need to select the most significant factors that will affect the activities of the enterprise.
Modern business has now reached a fairly high level of development, where the primary importance is given to monitoring those factors that have a great influence on the successful development of the enterprise. One of the main methods used by large enterprises today is PEST analysis. It is a comprehensive analysis of external factors influencing the activities of business entities. The name itself contains the main areas that are analyzed - politics, economics, society and technology (political, economic, society, technology - PEST).
An analysis of this level is carried out in order to identify both micro and macro factors that have a direct impact on the results of both the current activities of the company and the future. It should be noted that in the structure it distinguishes between the macroenvironment (which includes the analysis of the political regime, the economy, the scientific and technological environment and natural factors) and the microenvironment (competitors, buyers, suppliers, shareholders, trade unions, and so on), with the first series of factors being given greater importance.
It is important to pay attention to the fact that among all external factors that affect the activities of the company, priority should be given to the political factor, since the government can directly influence the economic component of the state, artificially applying certain regulations to maintain a certain economic course. Thanks to the National Bank, which is owned by the state, the government changes the discount rate, controls the amount of cash in circulation, analyzes the level of GDP, and so on. Thus, the PEST analysis of an enterprise must necessarily include the political aspects of the country in which it is carried out The same should be taken into account when entering foreign sales markets, since a lack of information in this area can lead to incorrect and reduce the actual possibility of making a profit when doing business. You should also know the tax laws and regulations in force in this area.
In the banking sector, PEST analysis is also carried out, which allows you to take into account economic, social and technological factors in the implementation of strategic planning and development of the financial sector. include the interest rate, foreign exchange rate, the amount of cash in circulation, the unemployment rate, energy prices, investment policy and the actual personal income of the population on average. In addition, the bank's PEST analysis includes such socio-cultural factors as changes in consumer preferences, lifestyle of different population groups, consumer activity, demographic structure, and population mobility. Technological factors, which are the most rapid and important in terms of impact, also play an important role in setting long-term goals and objectives in the banking sector. This should include R&D trends, intellectual property protection, R&D costs, the emergence of new technologies and electronic equipment, patents for new inventions, and so on.
PEST analysis is so important in any business planning that it is often the only way to respond quickly to a changing environment. That is why most organizations and banks necessarily use the methods of PEST analysis, since this allows them to make the enterprise more successful.