List of Technology Factors for PESTLE

What is PESTLE Analysis in Marketing?

The letters of PESTLE represent the broad categories of a macro-environmental scan for marketing purposes. The letters stand for:

  • P = Political factors
  • E = Economic factors
  • S = Social factors
  • T = Technology factors
  • L = Legal factors
  • E= Environment factors

List of Possible Technology Factors to Use in PESTLE Analysis

Here is a list of ideas and thought-starters to help you build out a list of suitable technology factors for your PESTLE analysis. Scan through the list and choose the ones that are more relevant for your firm or industry.

  • Rapid technology change
  • New generation technology advancements
  • Shortening technology lifetime
  • Escalating technology costs
  • Broadening social media platform options
  • Data security concerns
  • Greater access to big data
  • Access to analytical tools
  • Advancing AI tools
  • More sophisticated machine learning
  • Improved process automation tools
  • Break-through technology available
  • Growing R&D investment requirements
  • Advancing customer self-serve technology
  • New/improved raw materials and inputs
  • Faster rate of software updates required
  • More sophisticated software available
  • Greater choice of technology providers
  • Changing manufacturing processes
  • Improved business process automation tools
  • Expanding online channel options
  • Technology costs are increasing
  • Technology costs are enabling economies of scale
  • Older technology not supported
  • Growing risk of hackers
  • Growing risk of online fraud
  • Major shopping platforms expanding
  • Latest tech demanded by consumers
  • Increasing level of new-to-the-world products
  • Harder to gain advantage with product innovators
  • Increasing impact of start-up disrupters
  • Shortening product lifecycles
  • Shorter payback period on tech investment
  • Shorter payback period on new product investment
  • Increase in direct channel usage by firms
  • Reduced need for channel partners
  • Increased need for channel partners
  • Disintermediation of many channels
  • Amazon (and similar) driving sales to online channels
  • Greater smart phone capabilities
  • More powerful smart phone apps
  • Enhanced computing power and memory
  • Ability to access third-party data
  • Greater data storage capability
  • Greater data analysis capability
  • Too much data to effectively analyze
  • Purchase ‘experience’ becoming a key differentiator
  • Can track the customer journey online
  • Richer customer information
  • Ability to develop 100s of segments with data
  • Some start-up techs firms are seeking acquisition
  • Improving logistics systems
  • Shift to just-it-time inventory
  • Greater cross-docking facilities
  • Improved marketing modelling software
  • Improved CRM software capabilities
  • Access to automated marketing tools
  • Faster market take-up of new products
  • Slowing market take-up of new products
  • Harder to obtain patents
  • Media fragmentation
  • New products are quickly copied
  • Product piracy in increasing
  • Increased risk of IP being stolen
  • Harder to protect new tech and IP
  • Greater access to strategic alliances
  • More challenging strategic alliances
  • Greater use of outsourcing
  • Shift to open innovation
  • Shift to closed/in-house innovation

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