Bmw Pest & 5 Forces

6067 Words25 Pages
4.2 PEST A PEST analysis stands for: Political-, economic-, socio-cultural- and technological factors. These areas are listed, analyzed and related to the BMW Group. The purpose of this is to get an impression of how the environment is going to change in the future (Lynch 2009). However, it must be kept in mind that a PEST analysis first and foremost builds on historical data. As previously mentioned in the degree of turbulence analysis, the environment gets a rating of 3, which means it is likely to change. Hence, it becomes more difficult to predict the future from past events. Further it must be acknowledged that the results from the PEST analysis are not directly transferable to the future. For this reason, the factors in the PEST analysis will be divided into three time periods. The first being an analysis of past events (the last 5 years), corresponding to the historical financial analysis. The last two time periods deal with the future. In order to predict the future accurately, the analysis is divided into the short run and the long run. Lastly, the factors will be quantified on a scale from 1 to 5 (1 being the most favorable for BMW). This should simplify the comparison between factors and further make past and future events comparable (Appendix 5). When applying too many factors, a PEST analysis can easily become confusing and irrelevant. The purpose of the following analysis is therefore to focus on the most relevant factors and describe them in detail. 4.2.1 Political factors In the past one political factor has lead to several obstacles for BMW. This namely is the enforcement of new laws. The areas, which at the moment are debated the most, are the emission of CO2 and the end-of-life vehicles directive (www.environment-agency.gov.uk, 2010). Tighter emission standards are on the agenda all over the globe,
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