PEST-analysis as an instrument of possible industrial changes identification

Contemporary turbulent environment is characterized by increasing role of Pest-analysis which is aimed to determine structural industrial changes as a result of macro factors influence and to indentify on this basis the level of influence of stakeholders’ groups; this is necessary for risk management organization. However companies practically don’t use this well known in-strument of strategic management missing existing trends and possibilities of external environ-ment. Methodical problems of PEST-analysis application are defined in the paper; main tenden-cies of macro environment development which should be taken into account under such analysis are highlighted. Organization of PEST-analysis is described starting from industry important trends’ indentifying including interested in their realization stakeholders with assessing of their power and motivation. As a result possible directions of industry’s development are presented in a systematic way and basis for reasonable strategic management decision making is created

Keywords: PEST-analysis, VUCA environment, attractor, macro environment trends, stakeholders, power-interest matrix.

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