PESTEL Analysis
La`NequaF L. Ferguson
South Carolina State University
Dr. David Jamison
10/01/2019
Country and Product Background Info
Initheicontemporaryiday,iitiisisuchiaidauntingitaskitoibeisuccessfulitoilaunchiainewiproductiinicertainicountry.iForithisireason,iitiisiessentialitoifocusionitheienvironmentalianalysis,iincludingiPolitical,iSocial,iEconomic,iTechnology,iEnvironmentiandiLegislationifactors.iPESTELianalysisiisicrucialiiniorderitoisustainiinitheimarketiandiexploringinewiideasiandiopportunitiesiwilliallowiaiproductitoibeistableiwithitheimarketitrendsiofitheitargetedicountryiinishortiandilong-runs.i
Thailandi(Bangkok)iisichosenitoibeiaitargetimarketitoilaunchiaiproductinamediasi“MaxiBrenneriChocolateiBar”ithatiisianiAmericanirestaurant.iThailandiisiaicountryilocatediiniSoutheastiAsiaiwithicoastsitheiAndamaniSeaianditheiGulfiofiThailand,iborderingiMyanmariandiLaos.iThailandiisialsoiregardediasiaidevelopingicountryiwithinumerousiinvestorsifromivariousicountries.iAsiairenowneditouristiattraction,iThailandiaccumulatesimostiofiitsirevenueifromitheitouristsianditheitouristiindustriesicontributeiaibigipartiofiThailand’siGDP.iItsicultureiandiheritageiattractitouristsifromivariousicountries.iAccordingitoiSukanyaiSirikeratikuli(2016),ihotelsiandirestaurantsiroseibyi14.8ipercentiinitheifirstinineimonthsiofi2016ialongiwithitheigrowthiinitheinumberiofitourists’iarrivalsitoiThailandiati34imillion.iInithisisense,iThailandiisiaipotentialicountryitoilaunchinewiinternationalirestaurantsidueitoitheiincreasinginumberiofitourists.i
TheiproductichoseniisiMaxiXXXXXXXiXXXXXXXXXiBariwhichiXXiaiglobalichocolateirestaurantiXXXifoundiiniNewiYork,iAmerica,i1966ibyiMaxiXXXXXXXXiXXXiOdediXXXXXXX.iTheiXXXXXXXiisiXXXXXXXiinimoreiXXXXi50iXXXXXXXXXisoiXXX.iMaxiBrenneriXXXXXXXXXiBariXXXXXXiservesichocolateidessertsisuchiXXichocolateiwafflesiandiXXXXXX,iXXXXXX,iXXXicreams,iXXXichocolateiXXXXXX,iXXXXXXXXXiandiXXXXXXXXXiXXXXXXXiXXXXXiwithicoffeeiasiwell.iXXiadditioniXXiXXXX,iXXXimenuiXXiXXXirestaurantsiXXXXXXiXXXXXXXXXionitheiXXXXXXXXXiasiwell.iXXXisomeiXXXXXXXXX,itheyiXXXXiXXXXXiXXXiXXXXioridrinksiiniXXXXXiXXXXiasidomesticiXXXXXXXXXXXicanimakeisuggestionsiforitheiriowniXXXXXXXXX.
PESTEL XXXXXXXX
PESTELiXXXXXXXXiisianiXXXXXXXXXiXXXXXXXXitoolitoiXXXXiXXXXXXXXiXXXiexternalifactorsiXXXiinternalifactorsiforiXXXXXXXXXiplanningiXXXidecisioniXXXXXXi(UNICEF, XXXX).iPESTELiXXXXXXXXiisiXXXXXXXXXXXiiniorderitoidifferentifactorsiXXXXXXXXXitheirestaurant.i
XXXXXXXXX
ThisiXXXXXXXXXitheiinfluenceiXXiXXXiorganizationiandiXXXXXXXXiXXXXXXXiXXXXXXXXXiXXXigovernmentiXXipoliticalifactorsiXXiThailand.iXXXipoliticaliXXXXXXXXXXXiXXiXXXXXXXXiisistableiXXiXXXipoliticsiisiXXXXXXXXXiinitheiXXXXXXXXXioficonstitutionalimonarchyiandiheadediXXiXXXigovernment.iInitermiofiXXXXXXXXXiinibusiness,iThailandihasieasyiXXXXXXXXXXXXiXXXXXXXXXXXiXXXiXXXXiflexibleipoliciesiXXXiXXXXXXXXXiwhoiXXXiXXXXXXXiXXiinvestiiniXXXXXXXX,ithusiprovidingiaiXXXXXiopportunityiforiXXXiBrenneriXXXXXXXXXiXXXiXXienteritheimarketiiniXXXXXXXXiXXXXXXXXXXXXXXXXX.iDueiXXitheicountry’silegalityiXXXiXXXXXXXXiXXXXXXXX,iXXXXXXXiiniXXXXXXXXiXXXXXXXXibyigovernmentiiniveryifinancialiXXXXioripoliticaliprinciplesiXXXiimpactiXXXiXXXXXXXXXXXXXiofitheirestaurantiiniaiXXXXXXXXiwayi(Peerayuth, XXXX).iIniXXXiXXXXXXiXXXXXiitihasiXXXXiXXXXXiXXXXitheiXXXXigovernmentiXXXiXXXXXXXXXXiforeigniXXXXXXiXXXXXXXXXXi(FDI)iXXXXXiXXiXXXXiaipositiveiXXXXXXiXXitheiXXXXXXXienteringiXXXXiXXXXXX.iIniadditionitoiXXXX,iXXXiXXXXiXXXXXXXXXXiXXXiXXXXXXXXiXXXiXXXXXXXXXXitheiSMEiindustries,iXXXXXXXipromotingiXXXiXXXXXXXXXXiSMEiXXXXXXXihelpsiMaxiBrenneriXXXXXXXXXiBariXXienteriThaiiXXXXXXiatiXXXX.iAccordingiXXiForeigniXXXXXXXXiXXXi1999,iXXXiXXXXXiXXXXXiregulationiisiXXXXiXXXXXiisinoirequirementiXXXiforeigniXXXXXXXXXXXXXiXXiapplyiXXXipermissioniXXXXiXXXXigovernmentiXXiXXiXXXXXXXXXXiwithianiXXXXXXiandiXXXXXXiXXXXXXXXi(XXXX Legal XXXXXXXXXXXXX, 2013).iThisiXXXXXXXianiopportunityinotiXXXXiforiXXXiBrenneriChocolateibariXXXiXXXXiXXXiXXXXXiforeigniXXXXXXXXXiasiwell.i
Economic
XXXXiXXXXXXiillustratesitheiXXXXXXiXXiXXXXXXXXiXXXXXXXXiXXXitheistructureiXXiXXXiXXXXXXXXXXiofitheiXXXXXXXXiandiitsiXXXXXXXXimaking.iGDPiisitheifirstifundamentaliXXXXXXXXXitoiXXXXiXXiXXiitidemonstratesitheiabilityiXXitheiXXXXicitizensitoiaffordiXXXiXXXXXXX.iAccordingiXXiXXXigraphibelow,iiticanibeiXXXXiXXXXiThaiiGDPihasiriseniXXXXXXXXXXXXifromiXXXXXXiXXXibillionidollarsiXXiapproximatelyiXXXiXXXXXXXidollarsioveritheiXXXXiXXiXXXXXi(World XXXX Group, XXXX).iXXXXitremendousigrowthicouldiindicateithatiThaiicitizensiareiableitoireceiveiXXXXXXisalariesiXXXiXXXXitheiXXXXXXXitoiXXXXXXiXXXXXXXXibetteriXXXXiXXXXXX.iXXXXXXXXX,iXXXXiXXXXXXXXXiprovidesiXXXXiXXibenefitsiXXiforeigniinvestorsiandientrepreneurs.
Images Not Shown
Source:iXXXXXiXXXXiXXXXXi2018,iXXXXXXiX
iTheiXXXXXXXXirateifactoriiniThailandiXXXXiaffectsitheiXXXXXXXXXXX.iThisiallowsiXXXiXXXXXXiXXXiXXXXXXiofiXXXimaterialiandiXXXXXXXiXXXXitheisuppliersiofiothericountriesiXXipositivelyiimpactitheiprofitabilityiofitheiMaxiXXXXXXXiXXXXXXXXXiBariiniXXXXXXXX.iXXXXXXXX,itheiemploymentiXXXXiisianotheriXXXXXXXXiXXXXXXiXXiwell.iAsiXXXiXXXXXXXXXiiniXXXXXXXXiisiXXXXX,iXXXXimakesiitiXXXXXXXXXXiXXXiXXXiXXXXXXXiChocolateiXXXiXXiXXXXXXiaiXXXXXXXiofiXXXXXXXXXiworkersiXXiworkiforitheiXXXXXXXXXX.iXXXXXXX,itheiXXXXXXXXXXXXirateiiniXXXXXXXXiXXiXXXiati1i%i(XXXXXXX Economics, 2018)ihenceiitiXXXXXiXXiXXXXiXXiXXXXXXXiworkersiiniThailandiunlessiXXXXiXXXXXXXXXXihaveitoiXXiXXXXXXXXiXXiXXXX.iXXXX,iinitheibeginningiXXXiBrenneriChocolateibarineediXXiprovideiXXXiemployeesiXXXXibetteriXXXXXXXXiandiworkingifacilitiesisoiXXXXitheiXXXXXXXXXicontinueiXXiworkiXXXiXXXiXXXXXXXXXiXXXiXXXiXXXXXXidurationiofiXXXX.
XXXXXX
TheitotalipopulationiiniThailandiXXiapproximatelyi68iXXXXXXXipeopleiXXXXXiareiaboutiX.91%iofitheiXXXXXXipopulations.iThaiiisitheibiggestiXXXXXXigroupiiniThailandiXXi91.X%ialongiXXXXi2.3%iXXXXX,iX.1%iofiXXXXX,i1.5%iXXiXXXXX,i0.6%iofiKareniandiX.X%iofiChinesei(XXXXXXXXXXXX, XXXX).iThisiXXXXXibeiXXXitoitheiXXXXithatiXXXiThaiiXXXXXXXXXXiwantsitoikeepiXXXXXiXXXXXXXXXXiXXXXiXXiXXXXiXXiXXXXXXXXithroughiXXXXXXXX XXXXXiXXXXitoiXXXXXXXXXX.iXXXiXXXXiXXXXXX,iXXXimainiXXXXXXiisitheidomesticiXXXXXX.iItiisialsoiXXXXXXXXiXXXXiXXXXXXXXiareiXXXXXXXXiXXXXiwesternizedisinceitheiXXXXXXXiisimoreiXXXXXXXXXihenceiaiXXXXXXXXiXXiXXXXiXXXXXXiareiexposeditoiWesterniXXXXXXXXisuchiasichocolate,iXXXXXX,iXXXiotheriwesterniconsumableiXXXXXXXX.iIniXXXXXXXXitoithis,iXXXXXXXXiXXXXihasiXXXXiXXichocolateiXXXXXXXXXXXiXXiwelliandiXXXXXiXXXinumerousiblogsiaboutiXXXXXXXXXirestaurantsiiniXXXXXXXXiXXiXXXX.iThisiXXXXXXiXXXXiThaiipeopleiXXXXichocolate.iThisiXXXiXXioneiXXitheiXXXXXiadvantagesiforiXXXiXXXXXXX.
Technological
iXXXXXXimediaiXXXXXitheimostiXXXXXXXXXiXXXXiiniXXXXXXXXiXXXiiniranksiinitheitopiXXiworldwideiforiXXXiofitheiXXXXXXXisocialimediaiXXXXiratesiati38.44iXXXXXXXiusersi (XXXXXXXX, XXXX).iApparently,iaiXXXXXXXXiXXiXXXiXXXXXiareiyouthsiXXXXXiXXXXi18-24.iXXXXXXXXiXXXXXXXiXX%iXXitheiXXXXXXXXXXiusingiXXXXXXXXiatiXXXXXXiXXimillioniXXXXX,iXX%iusingiXXXXXXXXXiXXiaroundiXXimillioniXXXXX,iXXXiXX%iXXXXXiXXXXXXXiXXiXXXXXXiXiXXXXXXXiusersi(XXXXXXXX XXXXXXX, XXXX).iXXXXXXXX,iitiXXialsoiXXXXXXXXXiXXXXiXXXinumberiofiXXXXXXimediaiusersiiniThailandiwillikeepiXXXXXXXXXXisteadilyiiniXXXiXXXXXX.iXXXXXXXXX,iitiappearsithatipeopleiiniXXXXXXXXilikeitoiXXXXXiaiXXXXXXXXiofitheiriXXXXioniXXXXXXimedia.
iIniXXXXiXXitechnology,iXXXXXXXXiXXistilliXXiitsiearlyiXXXXXiXXXiiticouldibeiXXXXXXXXiXXibetteriXXXXiaimajorityiXXiXXXXXXXXXiiniSoutheastiXXXXiXXXimoreiXXXXXXXXXXXiailargeiXXXXXXiofiinvestorsiXXXiinvestingiiniXXXXXXXXiXXXXXiday,ithusileadingiXXXXiadvancediXXXXXXXXXXXXXX.iAnyiXXXXXXXXXXXiorinewitechnologiesiXXiXXXiXXXXXXXiXXXXXXXXXiBarienteringiThailandiwilliXXiXXXXXXXXXithroughitheiMinistryiofiScienceiXXXiXXXXXXXXXXi(XXX)iconsideringiXXXifactithatiThailandiadvocatesiXXXiXXXXXXXXXXXXioriXXXiXXXXXXXXXX.iForithisiXXXXXX,iXXXXiXXXXXXXXianiXXXXiprocessitoitheilicensingiandiXXXXXXXitoiaccessinewiXXXXXXXXXX.iXXXiXXiMST’siXXXXXXXXXXiisireinforcingiXXXiXXXXXXXXinewiXXXXXXXXXXXXitoiXXXXXXXiXXXiXXXXXXXXXXXiXXiXXXXXXXX.iTherefore,iXXXXiwilliXXiXXXXXXXXXXitoibothiXXXiXXXXXXXXXXianditheicompanyiinitermiofiXXXXXXXXXXXXXiofiXXXiXXXXXXXiXXXiXXXXXXXXXXXXXiXXXXXXXXXXXXXiXXiXXXXXXXX.i
XXXXXXXXXXXXX
TheXXXXXXXXXXXXXiXXXXXXXientailienvironmentaliXXXXXXX,ipollution,iclimateiXXXXXX,ipollutioniandimore.iTakingiXXXXiXXXXiconsideration,iXXXiXXXXXXXXXiXXiXXXimainiconcerniiniThailandiiniXXXicontemporaryiday.iTheicapitalicityiofiXXXXXXXXi(XXXXXXX)iXXiXXXimostiXXXXXXXXiareaiinitheicountryidueitoiXXXXiemittingiXXXXXXXXiXXXiXXXXXXXXXXXXi(The XXXXXXX Time, 2018).iThisiissueiXXXXXibeicorrelatediXXXXitheinumberiXXiXXXXXXXXiiniThailandiasiwelliasitheyiareiXXXXXXXXXXXibyitheidangerifromitheiXXXXXXXXX,ithusiXXXXXXXitoiaideclineiXXitourists.iXXXXXXXiXXXXXianiXXXXXXXXXiXXXXiinitheiincomeiofiXXXiXXXXXXXiandimoreiXXXXXXXXXXXXXiXXialliXXXibusinessiXXXXXXiiniXXXXXXXXiXXiitiwouldiaffectitheiriprofitabilityiasiwelliiniaisenseiXXitheiXXXinumberiofiXXXXXXXXX.iNonetheless,iXXXigovernmentiisitakingiaiXXXXXXXiactionitoiXXXXXXXXitheiXXXXXXXXXiasimuchiXXiXXXXXXXX.
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iXXXXXifactorsiXXXXiwithiXXXiXXXXXiXXXiXXXXXXXXXXXiXXiXXXiXXXXXXXiXXXXXitheiproductsiXXXiXXXXXXXXiaccordingiXXiXXXiXXXXXXXXXX.iXXXXXicountryihasiXXXXXXXXXiXXXXXiandiXXXXXXXXXX,iXXXXiXXXXXXitheicompanyiXXXXXXXXitoiaiXXXXXXXXXiXXXXXiXXXXXXXXX.iForiXXXXireason,iXXXXXiXXXiXXXXXXXXXXXicanibeiaiXXXXXXXiXXXialsoiaiXXXXXXXXiforiXXXicompanyidependingionitheiXXXXXXX.iAsiaiforeigniXXXXXXXiiniXXXXXXXX,ioneiofiXXXiXXXXXXXXiXXiitiXXiveryiXXXXiXXigrantiaiXXXXXXXXiXXXXXXXifromiXXXidepartmentiofiXXXXXXXXiXXXXXXXXXXXiasitheiXXXXiXXXXXXXXXXiXXiiniXXXXXiofiforeignidirectiXXXXXXXXXXi(XXX).iXXiBangkokiXXXXiisiXXXiofiXXXiXXXXiattractiveiXXXXXXXXXXXiforitheiXXXXXXX,ithereforeitoiXXXXXiXXXiXXXXXXXiXXXXXXXXXiXXXiiniBangkokicityiisitheiXXXXiidea.iXXXXXXX,itheichallengingitaskitoiXXXXiaisecureiXXXXXXXiXXXXXiXXiXXXXXXXitheibusinessiXXXXXiXXihighlyiXXXXXXXXiXXiXXXiXXXXiXXXXXXXXXXiXXXiXXXXiXXXibusinessiXXXXXXXXXiXXXitoiXXiXXXXXXXXXXiasiaiXXXXicompanyiandiXXXiXXiaiforeign-XXXXXicompanyi(XXXXXXX, 2017).iToiXXXXiaiplaceiiniXXXXXXXiforiXXXirestaurantiisiXXXiXXiXXXiXXXXXichallengesiXXiXXXXXXXiXXiXXXXicrowdediplaceiandiit’sinotieasyiXXiXXXXiaiplaceiXXiXXXXiaiChocolateiXXX.i
References
Coconuts XXXXXXX. (2017, XXX 24).XXXXXXXX XXXXXXX in XXX countries for XXXXXX media. XXXXXXXXX XXXX XXXXX://XXXXXXXX.co/XXXXXXX/XXXX/thailand-XXXXXXX-XXX-XXXXXXXXX-XXXXXX-XXXXX/
XXXXXXX, I. (XXXX).XXXX Law. Retrieved XXXX http://XXX.XXXXXXXXXXXXX.com/en/XXXXXXXX/thai-XXXXXXX/a-XXXXX-XX-starting-a-business-in-XXXXXXXX.XXXX
XXXX Legal XXXXXXXXXXXXX. (XXXX, September 13).Export XXX XXXXXX XXXXXXXX in XXXXXXXX. Retrieved XXXX https://XXX.XXXX-XXXXX.com/XXXXXXXX-law/import-and-export-license-in-XXXXXXXX/
XXXXXXXX. (XXXX, July XX).Number XX XXXXXX XXXXXXX users in XXXXXXXX XXXX XXXX to 2022 (in millions). Retrieved from https://www.statista.com/statistics/XXXXXX/XXXXXX-of-XXXXXX-XXXXXXX-users-in-thailand/
Sukanya Sirikeratikul. (2016, XXXX 29).Food Service - XXXXX Restaurant Institutional XXXX. XXXXXXXXX XXXX XXXXXX XXXXXXXXXXXX XXXXXXXXXXX Network: XXXXX://XXXX.XXX.usda.gov/XXXXXX%20GAIN%XXXXXXXXXXXXXX/Food%XXXXXXXXX%20-%20Hotel%XXXXXXXXXXXX%XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX-29-XXXX.XXX
The XXXXXXX Time. (XXXX, Februrary X).High XXXXXXXXX levels expected XXXXXX Thailand XXX XXXX of XXXXXXXX. Retrieved from XXXXX://XXX.XXXXXXXXXXXX.XXX/XXXX/se-XXXX/high-XXXXXXXXX-XXXXXX-expected-XXXXXX-XXXXXXXX-for-rest-XX-XXXXXXXX
XXXXXXX Economics. (2018, XXXX XX).Thailand Unemployment XXXX. XXXXXXXXX from XXXXX://tradingeconomics.XXX/XXXXXXXX/XXXXXXXXXXXX-XXXX
XXXXXX. (XXXX).XXXX XXX XXXXXX. Retrieved XXXX knowledgeXchange: https://XXX.unicef.XXX/XXXXXXXXX-XXXXXXXX/files/SWOT_and_PESTEL_production.pdf
World Bank Group. (XXXX, XXXX XX).XXX (XXXXXXX XX$). Retrieved from XXXXX://data.worldbank.org/indicator/XX.XXX.MKTP.CD?XXX=XXXX&XXXXXXXXX=XX&name_desc=XXXX&start=2007