You are carrying out an internship or a consultancy task for a company that is considering setting up

business in a specific country. Before taking a decision, the company needs to have an overview of the

opportunities and potential obstacles in the country in question. In groups you will:

Task select a company and a country of your choice

Task make an overview of this countrys political, economic, sociocultural and technological

environment. PEST analysis This will help the company decide whether to set up business there.

PEST permits the analysis of the various external factors which can affect an organisation. That is why

the data from PEST can also be used for the sections Threats and Opportunities of a SWOT analysis

external factors Suggested areas to cover are in Fourquadrant Model below:

Diagram : PEST Fourquadrant Model

Task Present the results to the company in a session.

Task Write a PEST analysis including introduction and recommendations, about pages based

on the information collected using the Fourquadrant Model. For the sociocultural environment

develop a cobweb diagram of the cultural dimensions for the chosen country. air asia