A PESTEL analysis is a tool used to identify important external (macro-environment level) forces that could impact an organization, company or industry. This analysis helps business decision-makers understand the current and potential factors surrounding and influencing an organization. With this understanding, the company is better positioned to exploit opportunities, defend against threats, or identify a more suitable market.
Political - Factors to consider include government policies, leadership, and change; foreign trade policies; internal political issues and trends; tax policy; regulation and de-regulation trends.
Economic - Factors to consider include current and projected economic growth; inflation and interest rates; job growth and unemployment; labor costs; impact of globalization; disposable income of consumers and businesses; likely changes in the economic environment.
Social - Factors to consider include demographics (age, gender, race, family size); consumer attitudes, opinions, and buying patterns; population growth rate and employment patterns; socio-cultural changes; ethnic and religious trends; living standards.
Technological - Factors to consider include technology infrastructure, innovation, uptake/adoption, R&D activity, technology incentives.
Environmental - Factors to consider include pollution targets; sustainability initiatives, carbon footprint targets, environmental policy, climate change.
Legal - Factors to consider include health and safety regulations; labor laws; consumer rights and laws; product labeling and product safety; antitrust laws.
Public Company Websites. Google search the company name and "investor relations." This will often provide links to Annual Reports; financial reports such as 10-K, 10-Q, and 8-K; and corporate social responsibility reports.