GII THIU V K THUT PHN TCH PESTEL: PESTEL l mt phng php phn tch cc nhn t ca mi trng v m nh hng n doanh

nghip. N l mt cng c cn thit cho cc nh qun tr trong vic iu hnh cng ty v hiu r nhng g ang din ra xung quanh vic kinh doanh ca h. Mi ch ci trong PESTEL din t mt nhn t ca mi trng kinh doanh: Vic s dng PESTEL tht s quan trng v nhng l do sau: Phn tch PESTEL mt cch hiu qu s m bo nhng g bn lm ph hp vi s thay i mnh m t bn ngoi ang tc ng n bn. Bng cch tn dng s thay i, bn c nhiu kh nng thnh cng hn l chng i li n. ng dng phn tch PESTEL hiu qu cn gip bn trnh c nhng quyt nh sai lm ngay t ban u vi l do ngoi tm kim sot. PESTEL tht s hu ch khi bn bt u vic kinh doanh mt quc gia hoc khu vc mi. N cn gip bn nhn nh ng n v nhanh chng thch nghi vi mi trng mi. Cac ch cai trong PESTEL ln lt mang y nghia la: P (Political), E (Economic), S (Social); T (Technological), E (Environmental), L (Legal). Political (chnh tr): y l yu t c tm nh hng ti tt c cc ngnh kinh doanh trn mt lnh th, cc yu t th ch, lut php c th uy hip n kh nng tn ti v pht trin ca bt c ngnh no. Khi kinh doanh trn mt n v hnh chnh, cc doanh nghip s phi bt buc tun theo cc yu t th ch lut php ti khu vc . Th ch chnh tr v s n nh quc gia. T do bo ch, quy nh ca php lut v mc quan liu v tham nhng. Php l v cc khuynh hng iu chnh. Quy lut x hi v chnh sch s dng lao ng Chnh sch thu, bo h mu dch v hng ro thu quan. Quy nh v bo v mi trng v bo v quyn li ngi tiu dng. Kh nng xy ra chnh bin.
Economic (kinh t): Mi trng kinh t chi ban cht, mc tng trng va

inh hng phat trin cua nn kinh t trong o DN hoat ng. Phn tich mi trng kinh t co y nghia rt quan trong bi no bao gm nhng yu t anh

hng ti sc mua va kt cu tiu dung hay noi cach khac y la nhn t anh hng trc tip va manh me nht n DN. Giai on ca chu k kinh doanh. Mc tng trng kinh t hin nay v d kin trong tng lai, lm pht v li sut. Tht nghip v cung ng lao ng. Chi ph nhn cng. Mc thu nhp kh dng v phn phi thu nhp. Tc ng ca ton cu ha. Tc ng ca cng ngh. Nhng thay i trong mi trng kinh doanh.
Social (x hi): Mi quc gia, vng lnh th u c nhng gi tr vn ha v

cc yu t x hi c trng, v nhng yu t ny l c im ca ngi tiu dng ti cc khu vc . Cung vi qua trinh hi nhp, cac yu t vn hoa ngay cang co anh hng su sc n hoat ng cua cac t chc, doanh nghip. Vi vy nghin cu cac yu t vn hoa xa hi cung la khng th thiu trong vic phn tich mi trng vi m. T l tng dn s v c cu tui tc. Sc khe, trnh hc vn,tnh nng ng ca dn c v thi ca h v nhng nhng yu t . C cu cc nghnh ngh, th trng vic lm t do v thi trong cng vic. Quan im ca bo ch, kin cng chng, quan im v nhng iu k th trong x hi. Phong cch v quan im sng. Nhng thay i vn ha-x hi.

Technological (cng ngh): y la mt mi trng cha ng nhng yu t rt

nng ng nh:
-

S ra i cua nhng cng ngh mi. Tc phat minh va ng dung cng ngh mi. Nhng khuyn khich va tai tr cua chinh phu cho hoat ng nghin cu va phat trin. Anh hng cua chuyn giao cng ngh.

Nhng yu t nh trn cha ng nhiu c hi va nguy c i vi cac doanh nghip. Thay i cng ngh cho phep tao ra hang loat nhng san phm co tinh nng, cht lng vt tri nhng cung co th tao ra nhng san phm v cung nguy him. Nh vy, s thay i cng ngh bao gm ca sang tao va huy dit, c hi va nguy c.
Environmental (mi trng): Mi trng l mt nhn t quan trng nht trong

s pht trin bn vng ca chng ta. Hu ht tt c mi ngi u nhn thc c iu ny. Bi vy sn phm ca doanh nghip c thn thin vi mi trng hay khng cng l mt yu t nh hng n hnh vi mua ca khch hng, t nh hng n doanh nghip.
Legal (lut php): Tt c chng ta u phi sng v lm vic theo hin php v

php lut, l ch chung xy dng mt th gii ngy cng vn minh v tt p hn. Mi t nc u c b lut kinh doanh v c th gii cng c nhng lut chung. S pht trin lu di ca doanh nghip ph thuc vo s chp hnh php lut ca doanh nghip , nu doanh nghip lm nhng iu m php lut cm cng l t o thi mnh ra khi thng trng. Mt iu na l tt c 6 yu t trn u lin quan vi nhau, rng buc nhau nn doanh nghip chu nh hng ca mt yu t cng l chu nh hng ca c 6 yu t.

Gii thiu v ki thut phn tich PESTEL: Ap dung phn tich trn i vi cng ty First: I. Gii thiu v cng ty First:

Fristgroup pcl(con c goi la Frist) la cng ty vn chuyn trn mt t ln nht Anh Quc vi mc doanh thu hn 5 ti bang mi nm.cng ty co hn 135000 nhn vin khp Anh quc va bc My,vn chuyn hn 2.5 ti hanh khach mi nm. N c 1 s c im ni bt: First la cng ty iu hanh ng st ln nht Anh quc vn chuyn gn 270 triu hanh khach mi nm,chim tng lng khach i lai trn toan mang li. Cng ty iu hanh cac dich vu ng st bao gm : gia cac vung,lin tinh va cac dich vu di lai nh First Great Western, First TransPennine Express, First Capital Connect, First ScotRail and Hull Trains. First la cng ty iu hanh xe buyt ln nht Anh quc quan ly hn 1 phn nm cac dich vu xe buyt ia phng.co 1 i xe buyt hn 9000 chic ch khoang

II.

3 triu lt khach mi ngay hn 40 thanh ph va thi trn ln nh Manchester, Leeds and Glasgow. Cng ty con iu hanh ca First GBRf - chuyn vn tai hang hoa va Croydon Tramlink network chuyn ch khoang 25 triu lt khach mi nm. Frist con la nha cung cp dich vu a rc hoc sinh ln nht Bc My, a rc gn 3 triu lt hoc sinh mi ngay. Yu t trong PESTEL c p dng vi cng ty First nh th no? 1. Political: a. Vao nhng nm 80, chinh phu bt u t nhn hoa dich vu xe bus Anh
Tc ng: dch v xe bus c quan tm v s s

dng nhiu hn trong tng lai, cac cng ty t nhn v dch v xe but s hnh thnh v s canh tranh gay gt vi nhng chin lc ring thu ht khch hng v yu t v gi c l yu t c cc doanh nghip c bit ch trng. Tt nhin nh vy gia ca dch v xe but se giam va cac cng ty se c gng hn na p ng mi nhu cu ca khach hang. y l thch thc i vi cc cng ty t nhn v dch v xe but ni chung v First ni ring nhng cng l c hi ln khi u t vo dch v xe bus khi th trng cn ang rt mi m.

b. Chinh phu iu hanh 2 cp quc gia (trung ng) va ia phng Frist cung cp nhng giai phap mang tinh ia phng vi vy cho ho tp trung vao vic hp tac cht che vi chinh quyn ia phng.

Thch thc: khi hp tc vi chnh quyn a phng th Frist phi tun

th cht ch vi nhng chnh sch m chnh ph a ra

C hi: to lp mi quan h mt thit, s c s h tr v mt thng tin khi

lut php thay i; s h tr v c s vt cht, thng tin ca a phng. V d: a ra dich vu cho cac trg hoc ia phng va cac l trinh xe bus thun tin cho ngi gia.
c. Chinh sach cua chinh phu la ct giam khi thai Carbon Tac ng: Vn mi trng l vn nng v vic ct gim kh thi

Cacbon ang l gii php c cc quc gia c bit ch trng n. Khi chnh ph quan tm n mi trng, ngoi cc chnh sch ct gim kh thi Cacbon sn xut cng nghip th dch vu giao thng cng cng cng c

quan tm. V vy, lun lun n cha nhng nguy c v c hi tim n cho First. V First phi ct gim kh thi Cacbon.
Nguy c: Theo vn ha ca ngi phng Ty, khi con ngi la chn s

dng dch v th mt trong cc tiu ch la chn l dch v hay sn phm c thn thin vi mi trng hay khng. Nu First khng nm bt c th trng v tm quan trng ca vic ct gim kh CO2, th First s mt c hi so vi cc i th cnh tranh khc ang tng bc th hin vic ct gim CO2, v iu hin nhin xy ra l First khng t c s pht trin bn vng. C hi: Nu Firsr nm bt c c hi, First s tao ra c nhng san phm dich vu giup giam khi thai Carbon, hng ti vic vo nm 2020 giam 25%khi thai t xe bus,20% t xe la. iu First lm s c mi ngi ng h v tin tng vo dch v ca hng. 2. Economic: a. Doanh nghip cn to ra doanh thu tn ti: Tc ng: First cn phi lng nghe cc khch hng m bo rng h c th gi khch hng v thu ht thm khch hng tim nng vi nhng dch v tt m khch hng cn v mong mun. First cn nghin cu th trng v nhn ra c cc phn ng vi cc s thay i trong nhu cu ca khch hng ci tin dch v. First nghin cu v cho thy rng phu huynh va hoc sinh mong mun nhng chic xe bus an toan hn,nn First a thit k thi im dich vu da theo cc nha iu hanh cua no My. Cac lai xe c hun luyn lam vic vi hoc sinh. Mi ngay hoc sinh se bc ln cung 1 chic xe bus, ngi cung 1 ch va c chm soc bi cung 1 ng tai x c hun luyn c bit. Tinh nng an toan con bao gm m ngi, dy an ton tch hp, hm thot b sung v CCTV. First ang lam vic vi chinh phu thng qua 1 thoa thun c bit iu tra kh nng tung ra dch v xe buyt trng hoc chuyn dung trn khp Vng quc Anh.
b. S nh thu cao lm khch hng chuyn t s dng t sang dch v xe

cng cng: v chi ph cao khi khch hng s dng mt chic t c nhn. Tc ng: nhu cu cua khach hang thay i, khch hng nhn ra vic s hu ring mt chic t mt rt nhiu chi ph nn vic s dng nhng dch v xe cng cng l s la chn hon ho. iu ny m ra thi i mi cho cc nh cung cp dch v xe cng cng. C hi: First s c c hi th hin nhng dch v tt nht ca mnh, to nim tin v tm kim nhng th trng mi s mang li nhiu doanh thu hn na v th trng ngy cng rng m hn. Nguy c: Khng ch c First mi cung cp dch v xe cng cng, khi c s thay i th cc cng ty cnh tranh s c nhng chin lc pht trin p

ng y cc nhu cu ca khch hng. Mc cnh tranh s cng gay gt hn v th First phi c nhng hng i ng n. V d: ap ng vic tng nhu cu thung lung Neath Wales bng vic hp tac cht che hi ng Neath Port Talbot cai tin dich vu, Cung cp Yellow School Bus cht lng cao, dch v xe buyt trng hoc chuyn dung. 3. Social: Nc Anh l nc ang b gi ha v cc liu thng k gn y cho thy s lng ngi gi s dng th xe bus tng mnh. Rt nhiu ngi cao tui thich i xe bus v n tin li v an ton hn bt c loi phng tin khc. Mt khc, mi ngi dn nhn thc c s quan trng ca mi trng sng v h dn tr thnh nhng ngi tiu dng sch. Vi thng k c cung cp bi Department of Transport vo nm 2007 cho thy xu hng chnh nh sau: ng st a vo s dng tng, vi 1,2 t hnh trnh, tng 8% so vi nm trc . Hnh trnh bus nc Anh tng gn 4% so vi nm trc . Lon don, s lng hnh khch bus v h thng nh sng ng st tng trng gn 6% nm. Tc ng: dch v xe cng cng c coi trng v gi r hay c nhng tuyn min ph. Vi mt lng cu ang rt ln nn First s y mnh u t vo dch v xe cng cng (xe bus) v hiu r c nhu cu ca x hi v s phc v khch hng bng nhng dch v vi s tin li, an ton v thn thin vi mi trng. Thch thc: v ngi gi i xe bus ngy cng nhiu v lng khch tng tng i nn Frist phi tng cng thm lng xe bus, iu ny lm cho tui th xe bus gim i ng k ( tui trung bnh ca cc xe bus gim t 8.4 xung 8.1 nm), ph xe bus cng b gim i 3%
C hi: First lun ch trng n vic p ng khch hng nhng dch v

thn thin vi mi trng; nm bt th hiu ca khch hng l mun di chuyn bng xe but v tu ha hn l my bay nn First s c nhng dch v p ng nhu cu ca khch hng tt c lng khch hng ln v t c mc ch cui cng l doanh thu ngy mt tng cao. First p dng chng trnh min ph xe bus cho ngi khuyt tt v ngi gi trn 60 tui.

Technology & Environment: X hi lun pht trin khng ngng, cng ngh lun c ci tin,nhng mi trng vn lun l vn quan trng m cc cng ty cn ngh ti. Trong cc yu

t ca mi trng v m khc vn gim cht kh thi Cacbon lun hin din v chnh yu t ny s quyt nh s thnh cng ca mt cng ty cung cp dch v cng cng. Mt cng ty thng minh phi tm ra cng ngh thch hp nht cho s pht trin ca h v s dng chng.
Tc ng: Cng ngh v mi trng lun l nguy c e da s pht trin

ca doanh nghip, nhng nu hiu bn cht, nm bt c n th s l c hi ln khng ng. Thch thc: First cn ci tin cng ngh khng ngng, bo v mi trng nhm ti pht trin bn vng. C hi: First th hin im mnh ca mnh mi quan h vi chnh quyn a phng; s phi hp vi a phng a ra nhng dch v tin ch nht. Nh l First s cung cp dch v xe but v chnh quyn a phng s lo c s h tng cng nh nh v cc con ng mi hoc trm dng xe but. First cung cp cc xe bus c sn xe thp hn thun tin cho vic i vo. S cung cp s tt hn cho ngi khuyt tt v ngi gi. First u t kh nhiu cung cp xe bus sn thp theo k hoch ca chnh ph. First s ct gim lng kh thi CO2 v lng xng s dng bng chin lc FTR ca mnh, First xy dng th lin kt trng ging nh to axe nhng vn linh hot nh chic xe but, n c th ch nhiu ngi v s gim c s chuyn xe but. 4. Legal: Lut php nh hng ti kinh doanh lin quan rt cht ch ti 1 s kin chnh tr.
Tc ng: rt ln n hot ng ca doanh nghip, bt buc doanh nghip

phi bit lut v thc hin chng. Nguy c: First ang i mt vi nhng s thay i c th lm nh hng n ton b chin lc pht trin ca cng ty hin ti. Nu First khng tun th lut php th c th s tn nhim s b suy gim. Nhng nh hng xu lin quan n php lut s lm hnh nh ca cng ty gim st ng k. C hi: First c mi quan h vi chnh quyn a phng nn nhng thay i v lut php khi c p dng s c First n u i trc. First s c thi gian chun b nhng s thay i cn thit tip tc phc v khch hng v khng b gin on. l cch tao uy tn hng u, to s tin tng cho chnh quyn khi phc v ngi s dng. V First lm c iu thng qua vic mua Th Cacbon l loi th s hn ch tn khi lng kh thi Cacbon. First cng chun b mt qu thc hin vic hn ch Cacbon v a ra cc k hoch r rng d on lng CO2 s c gim so vi nm 2010. First cng c v th ca mnh thng qua vic l mt phn cho sng kin Cam kt gim lng Cacbon.

 ngha ca vic s dng k thut phn tch PESTEL i vi cng ty Frist 1. Chnh tr: Nh nm bt c tnh hnh chnh tr s xy ra m Frist ci thin dch v xe bus: lm cho n hiu qu hn, tin tin hn v bn vng hn. Khng nhng th Frist cn li ko thm c nhiu khch hng cng nh quan tm c n vic bo v mi trng. Ngoi ra, Frist cn c c mi quan h cht ch vi chnh quyn a phng.
2. Kinh t: First to ra c dch v mi p ng nhu cu khch hng: cung

cp Yellow School Bus cht lng cao vi ti x c hun luyn chuyn nghip; nh th thu ht thm khch hng v s to thm doanh thu.
3. X hi: Ngy cng nhiu ngi s dng phng tin cng cng nn Frist

tng cng thm lng xe bus cng nh tu la a dng ha dch v, tng kh nng cnh tranh, to s pht trin bn vng v s tng thm doanh thu.
4. Cng ngh: First tm ra c nhng cng ngh mi p dng vo xe bus:

cung cp cc xe bus c sn xe thp hn thun tin cho vic i vo. S cung cp s tt hn cho ngi khuyt tt v ngi gi. To ra FTR c kh nng chuyn ch nhiu ngi hn trn mi chuyn, v vy gim s lng chuyn bus, gim s lng s dng t, gim lng xng s dng, gim lng CO2 v t gim tc ng ti mi trng. First cn to ra dch v mi: kim tra chuyn i v thng bo chuyn i, s dng th thng minh chi tr trn bus, dch v ny tin li v rt hin i nn hp dn v li cun khch hng.
5. Mi trng: First cho ra i chin lc bin i kh hu va ch ra c c

hi va xc nh c trc nhng him ha c kh nng xy ra cho cng ty. First quyt nh gim lng CO2 t cc xe bus v xe la ca hng ny t 25 xung 20% ng vi nm 2020 to nn mt li th r rng ca First so vi cc i th cnh tranh ca mnh.
6. Lut php: gip Frist d on trc s bin i ca lut trong tng lai,

t a ra nhng bin php, nhng chin lc c th, v d in hnh l mua th Carbon.

Kt lun: Cc phn tch chi tit ca PESTEL gip First c c 1

chin lc ph hp trc th thch bin i mi trng.

C.HIU QU CA PESTEL I VI DOANH NGHIP TRONG THI I NGY NAY Trong thi i m cc mi tng tc gia cc yu t x hi tht s c m rng v pht trin hn bao gi ht, PESTEL nghim nhin c chn nh l mt cng c phn tch n gin, hu ch , n gip cho bn c th nm bt mt cch nhanh nht vng xoay chnh tr, kinh t, vn ha x hi ang chuyn ng xung quanh doanh nghip, t xy dng c mt hng pht trin ng n cho t chc, t nht l trong ngn hn, thm ch l di hn.
-

Nhn nhn cc yu t bn ngoi: va l thch thc, ng thi cng l c hi, do cn bit c, khi no chng ta cn i u, khi no cn tn dng. PESTEL c th lm c iu , gip t chc c th ng vng v ln ln ngay c trong iu kin khc nghit nht. Phn tch PESTEL mt cch hiu qu s m bo nhng g bn lm ph hp vi s thay i mnh m t bn ngoi ang tc ng n bn. Hn th na thch thc v c hi i km cn c th kch thch doanh nghip ngy cng hon thin hn trong bi cnh kinh t m rng v pht trin nh ngy nay, hon thin v suy ngh, vn ha doanh nghip, cch lm vic cng nh v vn nhng th khc na.

Nhn nhn vn ny mt cch k lng thy rng: PESTEL phn tch cc yu t bn ngoi, xy dng cho doanh nghip mt bc tranh ton cnh, ri i vo trong ni b doanh nghip, thy c tt c im mnh v im yu, thy c nguy c m doanh nghip ang i din cng nh li th m ta c c, t xc nh c im ng ca ta trn th trng trong nc ni ring cng nh trn bn giao dch thng mi th gii ni chung.
-

Bn nn bit rng, kinh doanh cng ging nh l mt vn c vy, tuy nhin iu m bn t cc vo vn u ny li

chnh l s nghip ca bn v s nghip ca hng ngn, hng triu nhn vin ang ton tm ton lm vic cho bn. V d nh chi mt vn c, nu bn vn cn n t s ca trn bng m bn xem hm qua hay vn cn kh chu bi li khin trch khng my thn thin ca ai , bn nn bit rng, xc sut dn n sai lm trong nc c k tip ca bn l rt cao. Cng vi l thuyt trn: Trong kinh doanh, hy tp trung vo mi bin ng ang xy ra xung quanh, hy chc chn rng mnh c d tr n mi th s din ra trong tng lai, nhng bng cch no? Suy on mang yu t cm tnh ? Khng!!!.... PESTEL c th gip bn.

S thay i khch quan i khi s lm cho nhng k hoch ban u m bn t m vch ra c kh nng tht bi, do bn hy thc hin phng nga trc bng cch lp ra nhng gii php tho g kh khn cng nh nhng gii php thay th lc cn thit. Phn tch ma trn PESTEL gip cho bn c mt ci nhn khch quan hn, t d tr c nhng din bin pht sinh nm trong vng kim sot hay thm ch ngoi tm kim sot.

Nu nh bn kinh doanh mt quc gia khc trong khu vc hay thm ch l ngoi khu vc, khc bit chnh tr, vn ha, x hi l nhng kh khn m bn khng th trnh khi. Nn nh rng: Mt t chc khng nh mt c nhn. i vi c nhn bn c th t nhiu chia s kinh nghim vi nhau, cn i vi t chc, ng mong h s ra tay gip t chc bn trong nhng ngy u lm quen vi th trng mi

PESTEL lc ny tht s hu ch, gip bn nhn nh ng n v nhanh chng thch nghi vi mi trng mi, gim thiu bt nh hng khng tt giai on chp chng u tin i vi t chc.