This document outlines a framework for analyzing macroenvironmental factors using PESTEL analysis. The framework involves identifying an issue impacted by external factors, then analyzing the political, economic, social, technological, environmental, and legal factors contributing to the issue. It also involves assessing the potential impact of each factor in terms of opportunity, threat, time frame, implications, and relative importance to determine how the issue may be affected.

1. Your Notes PESTEL Factors Potential Impact Implications & Importance
Identification of the issue/situation that is impacting on
marketing communications, remember to acknowledge the
source
Which Macro-environmental factors
are contributing to the issue?
Political
Economic
Social
Technological
Environmental
Legal
H = High
M = Medium
L = Low
U = Undecided
Why?
Time Frame:
Short
Medium
Long
Undetermined
Why?
Type:
Opportunity
Threat
Both
Why?
Implication:
Increasing
Reducing
Constant
Not yet
Determined
Why?
Relative
Importance
H = High
M = Medium
L = Low
Why?