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The airline industry has recently seen a huge decrease in profits. This report will endeavour to look at the external factors that have unleashed such an unexpected phenomena.
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TITLE: LoNGPEST Analysis of the Airline Industry ORIGINATOR: Gemma Alger 000224658-9 DATE: March 2003 INTRODUCTION The airline industry has recently seen a huge decrease in profits. This report will endeavour to look at the external factors that have unleashed such an unexpected phenomena. FINDINGS The external environment can have a huge effect on a business, an analysis that can be used to asses this is called PEST. PEST separates these external factors into 4 main categories: Political, Economic, Socio-cultural and Technological, it then assesses the individual elements looked at in each category (Appendix 1) (Mullins, 2002). A second dimension to PEST analysis, divides the categories further. These levels are Local, National and Global (LoNG). The local level relates to the immediate area in which the organisation operates, the national level is the country in which the headquarters is based, and global meaning anything outside the above levels e.g. worldwide. If an organisation has global external influences,...
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