PESTLE Analysis for Business Success

This assignment delves into the concept of PESTLE analysis, a framework used to evaluate external factors impacting a business. It examines each component: Political, Economic, Social, Technological, Legal, and Environmental. Students will analyze how these factors influence businesses and illustrate its practical application through examples. The assignment encourages critical thinking about environmental scanning and strategic decision-making in dynamic business contexts.

Business and Business
Environment

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
A. Covered in PPT..................................................................................................................3
B...........................................................................................................................................12
C...........................................................................................................................................14
TASK 2..........................................................................................................................................16
A...........................................................................................................................................16
Section 1...............................................................................................................................16
Section 2...............................................................................................................................17
Section 3...............................................................................................................................18
Section 4...............................................................................................................................19
B...........................................................................................................................................20
CONCLUSION ..........................................................................................................................22
REFERENCES..............................................................................................................................23

INTRODUCTION
Organizations perform their operations in the business environment. There are some
internal and external factors in the environment that can affect the performance of the firm.
Customers are the external factor that highly impacts the growth of enterprise because they are
the one who will buy products from the entity. So, in order to increase their profits, the manager
should identify demand of the consumers and offer products according to their need. There are
some other factors that can affect the performance of the business organization and these are
suppliers, government, employees, environment and so on. The present report is based on
Sainsbury and Iceland (Carroll and Shabana, 2010). These both companies perform their
operations in the retail industry and provide grocery products to satisfy the needs of the
customers. These retail industries offer their services throughout the world so that they can
improve their brand image and attract more customers as compare to other competitors. The
below mentioned report is based on the purpose and size of these firms. Along with this, they
also explain that how organizational functions help them to achieve its objectives and goals.
Further, it also identifies positive and negative impact of the macro factors on the business
operations. Firm also conducts an internal and external analysis to improve the performance of
the company (Chavis, Klapper and Love, 2011).
TASK 1
A. Covered in PPT

They also sells Indian and Chinese food including vegetarian and non vegetarian. The
organization offer some goods like cheesecake, fudge cake, onion rings and so on. On the other
hand, Sainsbury also offer variety of products according to expectations of people. They offer
approx 30,000 products including food such as grocery products and non food items such as
mobile phones.
The purpose of Sainsbury is to improve customer services by following the strategies
that can fulfil t changing need of people. In order to attract more users the firm provide the
quality services at valuable prices as compared to its competitors. The enterprise is more focused
on their consumers and they listen to their review to improve the services. They also give
opportunities to their staff members by providing them training related to their work. Through
these activities, their workforce will be trained and they will be able to provide quality services.

The purpose of Iceland is to give healthy and safe products to their customers so that they can
attract more loyal people. They are more focused on corporate social responsibility that deliver
economic, social and environment benefit products to their service users. The firm provide
quality products at the equivalent prices as compare to other competitors. They also provide
innovative products.
Sainsbury have their retail stores in different countries like London, Drury Lane and this also
offer their services worldwide to improve their brand image. They also perform different types of
promotional activities to attract customers from different locations. Iceland offers its products
and services in UK and in some different countries. They are not able to create a strong customer
base as compare to the other competitors. Their international image is not as good as Sainsbury.

Scope of Iceland:
The firm can offer its products globally and they can open new outlets in some countries to
increase international growth of the firm.
The firm can also offer beauty and health products because people are more conscious for their
health.
Iceland can promote their products and services on the basis of their quality.
They can launch new innovative products to attract more consumers.
They can also enter into the new markets to increase their growth in the market.
Scope of Sainsbury:
Sainsbury can enter into the new markets through joint ventures and partnerships in order to
explore the market.
The firm should expand its business operations in new economic market like Africa.
They can also open new outlets to increase their sales.

Hierarchical structure is a traditional approach which is based on the level of management. It
shows the hierarchy of commands that is given by the higher authority to their subordinates and
all employees have to follow the decisions that are made by the superior. In this structure, there
are three levels top, middle and bottom level. It is the responsibility of the top level executives to
make the decisions and they can also involve middle level managers in the decision making but
bottom level people are the labours who have to follow the instructions. Through this approach
the enterprise will be able to achieve all its objectives because all managers perform their
functions at their own level. In functional approach there are different departments like human
resource, finance, marketing, production, operations, research and development. This approach

help the retail industry in order to achieve all the objectives that are set by the Iceland. This also
ensure the smooth functioning in the business environment. Through this approach the manager
will be able to achieve all the goals on the basis of their functional unit.
These organisations offer similar kind of products and services on the basis of their vision
and mission. Both the firms follow structures in order to ensure the smooth functioning in the
business environment. Through these they will be able to achieve all their objectives and goals
that are set by the board of directors of the company. They provide products to the people on the
basis of their need and demand. In order to identify these changing need and demand the firm
can conduct a survey in the market.

B.
The organization functions helps the management to achieve its targets which are set by
the industry. The organization function are important to determine the objectives and they are
related with other departments. The organization functions are relate with different departments
like administration department, sales department, marketing department, human resource
department etc ( Grimpe and Kaiser, 2010).
In administration department, the function of the organization is to keep the records in
electronic forms, to make the arrangements for events, interviews etc. In human resource
department, the organization function of Sainsbury is to provide development training and train
new recruiters to handle the job vacancies properly. In marketing department, the organization
has important functions because this department attracts customers to increase their sales and
achieve targets. The organization function in marketing is promoting the products and through
variety of advertisement like televisions, radios etc to promote the brand image of the company

and to attract the customers. carryout market research to obtain the feedback from potential
buyers regarding products and services (Hoang and Rothaermel, 2010). The business objectives
in different departments are connected with each other. In marketing department the managers
are responsible for the making the marketing strategies to promote the products, how to segment
the markets on the basis of location etc. Human resource department is responsible for the to
recruit the new employees and motivate them in regard to their work. HR department is
responsible to make the policies regarding leaves, compensation. Research and development
department is responsible for to conduct the research on market place and to identify their needs
which are changing from time to time.
The different departments have to coordinate with each other to cope up with the targets
of the company (Chang, Hughes and Hotho, 2011). If any employee is having a problem then
there is one supervisor to guide them time to time. In marketing department, the managers have
to supply products according to the demands from the customers. Supply of products does not
less than the demand when company is offering a huge number of products to satisfy the
consumer needs. Research and development department is responsible for identifying the people
needs which are changing from time to time. There are different organizational structure i.e.
functional, divisional, matrix, hierarchy structure (Schwenter, 2011). Sainsbury Company
follows a hierarchical structure. In hierarchy structure, it is a traditional way of developing the
organization. In business entity, it makes a sense for linear work which does not required any
brain power of employees. The employees are supervise with their work. Senior management of
every different departments makes all the critical decisions, which are then passed down through
various level of subsidiary. A hierarchy structure operates well when products are selling at a
high volume so that control can be maintained over the design, quality, distribution of goods etc.
the employees of every department are directly command with their boss so that no confusion is
created by taking an order from different boss (Kolios and Read, 2013).
The advantage of organization functions are:
 Control orientation – When company is selling the product in markets and conveys the
message about the products and services then through hierarchy structure it will easy for
the organization to convey the message to customers.
 Clear reporting – The power of management is so centralized, so it is easy for the
organization that who is authorized to make the decision.

 Clear structure – It is clear structure, that employees are known to whom they have to
report about their work (Pestle and Colvard, 2012).
The disadvantage of organization function are:
 Restricted information – When top management makes any decision for the employees
and when they passes from different level of organization then little information are
passed to employees.
 Slow decision making – For business entity it consumes time to take decision about any
production of any product and services. While taking the decision, it becomes difficult to
manage the different departments (Edquist, 2010).
 Lack of understanding – For employees, it creates the lack of understanding between the
different departments. The employees sometimes are not able to understand there work
because there is a communication gap between the managers and employees.
C.
Sainsbury and Iceland both are following different types of organisational structure.
Sainsbury is following hierarchical structure in order to achieve all the objectives (Black,
Clemmensen and Skov, 2010). It is a big firm with many employees so in order to manager all
the people it is the best for them because this will help the company in order to increase their
revenues in the market as compare to other rival retail industry. In this structure the higher level
of authority take decisions and communicate the same to other level employees. The entity
follow this kind of approach because there are series of people and employees who are working
so that quality services can be given to all customers. In this communication become easier
between employees and management. Employees can also ask for their problems to their
immediate superior and it becomes easy to carry out the projects which are in team.
Iceland following the functional structure in order to improve the overall performance of
the organization. In this kind of structure company is divided into different functional
departments and they all are performing their own task to achieve the objectives. These
functional units are finance, marketing, human resource, sales, production, research and
development. Finance department is responsible to mange all the financial information of the
firm. Marketing is responsible to make some strategies in order to attract loyal customers and
retain existing customers. Sales can perform their task in order to increase the sales and increase
the profits. Production unit manufacture the products according to the demand of the customers.

Research and development unit is performing its essential role from launching a product to
implementation of that product in the market (Dong, Wu and Hou, 2009). Through this
organizational approach the firm can ensure its smooth functioning in the market as compare to
other competitors.
Some complexities are also their that are attached with the organizational structure. In
hierarchical structure the firm have long chain of commands so their performance can be affected
due to this management. Sainsbury offer its products and services throughout the world so it is
difficult for them to manage the level of management in the organization. In functional structure
the firm have to manage all its functional departments simultaneously that is not easy for them. if
conflicts will arise between the employees of different departments then objectives will not be
achieved in an efficient manner (Srdjevic, Bajcetic and Srdjevic, 2012). So, due to this they have
to suffer from the poor performance of the workers and overall performance cannot be improved.
The interconnection between different organisational functions:
All the different functional departments are interconnected with each other and they all
perform their own task in order to achieve its all objectives and goals. Some of the different
departments are finance, marketing, sales, production, human resource, research and
development. Effective communication flow is necessary in order to improve the performance of
the firm because of this conflicts can be minimized and trust can be established between the
employees of different departments. If all these functional units perform well then they will be
able to provide quality services to their customers and customers satisfaction can also be
increased (Teece, 2010). Through this, the entity can convert their regular customers into the
loyal customers.
If HR department didn't perform well then whole firm have to suffer in their productivity
and profits. It is the role of HR manager to motivate the employees by providing them rewards,
compensation and benefits. If workforce is not satisfied then they will not perform well and
objectives cannot be achieved. So, the manager should make happy all the staff members.
If Marketing department will not conduct any survey in the market then they will not be
able to identify the demands of the people. When people didn't get products according to their
need then the firm will not able to attract more customers. Through this all the functional units
get affected like sales person will not able to sell products to the customers.

If sales person didn't perform good then the firm cannot increase its sales and due to this
profits are also get reduced (Worthington and Britton, 2015). Marketing manager segment the
market on the basis of the consumer behaviour, location and demographic variables. So, the sales
person should position the products in front of the targeted customers.
Production department manufacturing products according to the demand so it is the role
of marketing department to identify the need of products in the market. Supply and demand of
the products should be matched with each other in order to balance the economic conditions of
the Sainsbury and Iceland (Xue, Shen and Ren, 2010).
Research and development department focuses on to improve the features in existing
products and develop the strategies to create effective process in the organization. This
department deals with the services from launching the product to an implementation of that
services. In this the manager have to identify the changing needs of the customers and change the
elements according to these demands otherwise the firm will not be able to generate profits.
Finance department is most important part of the Sainsbury and Iceland because this
deals with the financial information such as balance sheet and annual report. For this, these
organizations hire expert person who will handle the accounts of the retail industries. Marketing
department help the companies in taking the investment decisions because the marketing
manager know about the conditions of market that when to invest, how to invest and how much
the firm should invest in any project (ZhenLin and Guang, 2016).
TASK 2
A.
Section 1
Macro environment affects the business organisation of Sainsbury in positive and
negative ways. These factors are political, economical, social, technological, environmental and
legal. These factors affect the objectives of business and it ultimately impact on the performance
of organisation. These explanations are as below:
Political factor - The political environment greatly affect the organisation. These factors
are related with government policies, foreign investments, restriction on trade barriers etc. These
factors positively and negatively impact the Sainsbury organisation. If the government policies,

rules and regulation are in favorable of business objectives then this will bring positive effect on
the organisation and vice versa (Lovejoy and Saxton, 2012).
Economical factor - The economic factors includes level and distribution of income to
people, inflation rate, exchange rate. If the level of income is equally distributed between the
same levels of people then it will increase the demand of products to satisfy their needs. It will
have positive effect for the organisation.
Social factor - The business objectives are influenced by the taste and preference,
different religion of customers, lifestyle etc. The organisation is providing products and services
relating to the taste and preference of customers which are changes from time to time..
Sometimes, these are beyond the control of the company because their requirements depends on
the taste and preference and that time company does not have enough resources to fulfill their
demands (Demil and Lecocq, 2010).
Technological factor - This factor affects objectives of business organisation. It is
difficult for business enterprises to adopt the new technologies but sometimes by adopting the
new technologies it help the company to produce a innovative products and services which can
generate large amount of revenue from customers. The business entity has to adopt new
technology to provide innovative products and services.
Environmental factor – These factors like carbon footprint, scarcity of resources may
affect the products which are producing by the organisation. If company does not maintain
carbon footprint gap in producing the products then it will impact the environment.
Legal factor - These factors are related with the laws that firm have to be followed time
to time. There may be negative and positive effects by applying these law on business polices,
rules, regulation etc. These are Environmental laws, Employment Act, Minimum Wages Act
(Helms and Nixon, 2010).
Section 2
Sainsbury organisation conduct a SWOT analysis to find out its strength and weakness and it
is assessing for internal factors. On the other hand, pestle analysis is conducted to determine its
external environment for firm. Through these models, help the organisation to evaluate its core
strengths and weaknesses which are stated as below:
Strengths: Sainsbury is one of the largest market retailer in UK. It has market share of over
16%. It offers a wide range of products which provide convenient to customers. It provides high

quality of services as this organisation is well known for its customer services. Sainsbury has
won the Award For Good Quality Food in 2010. The financial strength of this organisation is
strong as it deliver a operating cash flow of 1.2 billion in the year. It provides a wide range of
products and services, it means that a more customers can shop here for purchasing anything by
just visiting the stores. This business entity has increase its supermarket space by 15.9% after
opening its additional 21 new stores in different areas (Kolios and Read, 2013). It provides
training to staff so that quality staff provide superior service to customers through increasing the
customer satisfaction. The strengths of company help attain the objective of the organisation on
time.
Weaknesses: The company faces weaknesses in the organisation which is difficulty for
them to develop any strategy. The company faces sometimes lack of experience in new industry
which can impact on the brand image. The location of business is limited i.e. in UK only. In
2008, the online shopping services of Sainsbury had been suspended for 2 years due to technical
errors which affected the 10,000 online shoppers. On the other side, it affect the goodwill of
Sainsbury. It becomes difficult for the management to find out the employees with required skills
and attitude. It does not have enough funds to increase their retail stores in other countries.
Section 3
Macro factors can affect the performance of business in order to gain the objectives of
organisation. The strength and weakness are related to external factors of Sainsbury which help
to attain the objectives on time (Edquist, 2010).
Strengths: The firm is providing the quality of goods and services at a reasonable price so
that every customer can afford to buy these products. In the economy, if there is equal
distribution of income then people can satisfy their needs by demanding the different products
and services. Company have to identify the needs of people by conducting a marketing research.
Through market research company can create a strong base for customers and can attract more
people by applying different price strategies. In technological factor, company uses new
technologies to offer a new products and services in different styles which help them to attract
the more and more customers. The organisation is maintaining the carbon footprint to produce
the more and more products (Helms and Nixon, 2010). It is better for the organisation
performance if there is stability in retail market. This business enterprise have to follow those

rules and regulations which makes their organisation function smoothly in the market. Hence, it
provides the eco friendly products to consumers which protect the environment.
Weaknesses: There are certain weaknesses of Sainsbury which are affected by the external
factors. The retail industry more focused on UK market so that they don’t know about other
country’s rules and polices. The company have to trained their employees by providing new
technologies so that it is easy for them to sale the products to customers. Organisation should
focus on the price strategies so that in rescission time they will able to generate the revenue.
Company should be aware about the what the technical problem which are facing by the
organisation so that appropriate actions or technologies can be adopted to handle the problem of
technical issues.
Section 4
Sainsbury organisation can use the pestle analysis to determine the impact of external factors
on business objectives and there decision making process. External factors may provide the
opportunities to organisation to lead in the market (Hoang and Rothaermel, 2010). On the other
side, it become threat to obtain these opportunities because it can damage the reputation in
market when it dose not fulfil the objectives. Pestle analysis of Sainsbury organisation:
Political - It influence the performance of Sainsbury. Now a time, a government debts and
consumer debts are very high. So it directly impacts on the consumer attitudes and it ultimately
pressure on the company. This business entity have to develop continuously in this market.
Although, political factors are not favourable, then Sainsbury will not able to sustain a steady
growth which are offering a quality of products and services at competitive price.
Economic - It plays a important role. This factor affect the price, demand, cost and
profitability. When financial crises are occurred in UK then this organisation has to suffer the
losses. A growth in economy have a positive sign for the firm. But when recession takes places it
increases the unemployment level and income of people also reduced (Self and Wu, 2012.).
Social - Sainsbury organisation is producing the non-food products which are largely
benefited to customers. In modern era, consumers want that all the products available under roof.
As this factor is increasing female workforce, longevity in the population etc has result in the
decline of domestic meal making. Therefore, there is growing pattern for certain products.
Technological - This factor has positive impact on the organisation. It shows that there is a
significant growth potential in the web or online based operations. Company is using new

technologies to provide the better online services. The online delivering of food is increasing
rapidly in Sainsbury organisation. There is continuously improvement in the online service
which increase the sale of products also every year.
Environmental - Organisation objectives impact in both ways i.e. Directly and indirectly.
This business enterprises has taken initiative in areas by championing in their Reduce, Recycle,
Reuse the natural process in a better way to minimize the wastage. This firm is following the
environmental laws that can save the environment from protection.
Legal - The government laws have directly impact on the performance of the organisation.
Company is following the legal laws like Employees Act, Wages Act etc. It helps the company
to make the policy by considered these laws.
B.
According to (Aterido, Hallward-Driemeier and Pagés, 2011) that micro and macro
factors affect the performance of the business organization and their decision making process.
Sainsbury and Iceland both have to manage these factors accordingly so that they can achieve
their all objectives and get success in the market. In order to gain profits, the firm should identify
these issues that they are facing in the business environment. Similarly, as per the view point of
(Trkman, 2010) internal factors are controllable and the manager of the firm can resolve these
issue within the enterprise. External factors are uncontrollable for the firm so they should
manage these factors in order to gain profits in the market as compare to other competitors.
These macro factors also provide some of the opportunities and through these Sainsbury and
Iceland can increase their growth in the marketplace. On the basis of the view point of (Chavis,
Klapper and Love, 2011) there are some internal factors such as employees, customers, suppliers
and competitors. On the other side, there are some external factors such as political, social,
economical, technological, legal and environmental.
Every organization manufacture its products and services for their customers and for this
manager also conduct a survey in the market (Chondrogianni and Marinis, 2011). Through this
survey manager can identify the need and demand of the customers and offer products that
increases customer satisfaction. If company is offering some goods and if these goods not fulfil
their expectations then they will not buy products from that firm. Sainsbury is following a
strategy that focuses on the quality services at low price and Iceland provides healthy products at
valuable price. Through these strategies the firms attract the customers and create a strong

customer base. Employees are the one who are performing task on the behalf of the organization
so it is the responsibility of the enterprises to provide the proper training to new employees.
Through these training and development programs employees will be able to increase their
knowledge, attitude and skills that help them developing a career. When staff members get
trained in their work then they can provide quality services to their customers. These can also
affect the decision making process of the Sainsbury and Iceland. Decisions can be related to the
training programs that when to provide and how to provide the training to employees. Along
with this, they are also related to the changing need of the customers. In order to sustain its
competitive advantage in the market the firm should focus on its cost, uniqueness and focus
group. If products are unique with some extra features then some brand loyal people will buy
products because they are not price sensitive. Suppliers are also important factor of the firm
because from these the firm will purchase raw material (Antonelli, Crespi and Scellato, 2013).
It is critically analysed by the (Jung, Kim and An, 2011) that economic factors are related
to the disposable income of people so firm should provide products at flexible prices so that
everyone will be able to purchase these services that are offered by the Sainsbury and Iceland.
Social factors are related to the changing need and taste of the people. On the basis of this,
Iceland offer healthy products to their customers because now consumers are becoming more
health sensitive so they will buy such products that will not affect their health. These both retail
industries are also focuses on the technological factors because these will lead the organization
towards the success. On the basis of this they also provide the innovative products in order to
attract more customers. Now a days, internet is on boom so these firms offer their products and
services on their website (Armon-Lotem, Walters and Gagarina, 2011). Through this the
enterprise can also promote their products. Political factors also play a important factor in order
to improve the performance of the firm. Both retail industries should follow the policies that are
made by the government because this will ensure the smooth functioning in the environment.
Sainsbury and Iceland both have to follow the legal laws that are made by the state government
order to ensure the safety of the employees in the healthy environment. It is analysed by the
(Miller, Yablonovitch and Kurtz, 2012) that firms can use SWOT analysis in order to analyse the
internal and external factors. They can also use pestle in order to identify the factors that affect
the business operations. After identifying these factors the firm make decisions so that objectives
can be achieved (Raza and Hanif, 2013).

CONCLUSION
From the above carried out analysis it has been observed that every organization have
their different purposes and size in the business environment. Companies have different
functional departments in order to improve the overall performance by enhancing the
interrelationship between these functional units. If relationship between different workers of
different departments are get improved then conflicts can reduced and overall objectives can be
achieved. Functional departments individually help the firm in achieving the goals and through
this profits can also be achieved. Strength and weakness of the company can be identified by the
performing the internal and external analysis. There are many macro factors that can affect the
performance of the business organization. In order to improve the overall performance Sainsbury
and Iceland should use the pestle analysis that help them in improving the growth in market.

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