PESTLE Factors
Micro-environment (Controllable) - Actors in the companys immediate environment that affects its capability to operate effectively in its chosen markets.
Macro-environment (Uncontrollable) - Broad forces that affect not only the company but also the other actors in micro-environment. The analysis of forces is PESTLE - Political, Environmental, Social, Technological, Legal, Economical
Marketing - The way a business organises itself
- identifying customers
- Defines and develops products/services that customers won't
- Sells and distributes products or services to customers via distribution channels
- Having the right product, selling at the right price, selling through right promotion strategy, selling at the right place.
Marketing Environment -
Actors - Internal (micro/controllable)
Forces - External (macro/uncontrollable)
Actors and forces affect a company's capability to operate effectively in providing products and services to customers.
Stella McCartney PESTLE -
Political - Brexit has caused labour costs to rise in Europe, meaning Stella will be paying more for production, increasing the price of the final product. The 2016 presidential election would have also affected the global shipping and communications with other countries.
Economical - The brand is global, affecting earnings depending on exchange rates. However, the brand being a multinational company can prevent unemployment around the world. Another problem may be that university funds are forever increasing. This means students, who are not currently a target market for Stella yet might have been in the future, are no longer potential future customers.
Social - Consumers are always making lifestyles changes which gives Stella something to expand on when it comes to her sportswear line with Adidas. In 2013 Stella said, ‘I’m always designing what I want to wear,’ giving her a personal stand with consumers as she can relate to what they’re expectations are.
Technological - The new way to buy online is through social media, especially with younger consumers. This way means that consumers are buying impulsively as well as socially, for example, Stella uses Instagram with a link to her website. If customers are browsing her Instagram, they are more than likely to visit the website too. Promoting through social media broadcasts new shows and collections, again bringing in younger audiences who may take interest in the brand or brand values. A fairly new social media platform, similar to Skype, called Periscope could be used for a brand to collect customers in one space and talk with them altogether.
Legal - Although there are no specific laws causing issue to the brand at this moment in time, there may be in the near future.
Environmental - High demand in sustainable products in fashion means Stella McCartney may have to re-brand in order to create new innovative solutions for the brand. Other brands have already began developing into sustainable companies – Stella’s brand may be just one of many sustainable brands in the near future. In 2013 Stella also explained that all wool suppliers are required to show a documentation stating the sheep have not been harmed inhumanely.
