Macro-economic analysis, Existing sustainability strategy, & Competitors

(PESTEL)

• Political
• Economic
• Social
• Technology
• Environmental
• Legal 
• (Ethical)

Political Factors

• Government policy
• Political stability
• Foreign trade  policy
• Tax policy
• Environmental law
• Trade restrictions.

Look at your business and where they trade. How might recent or upcoming policy change the trading environment? e.g. Brexit, COP26, Pandemic policy.

Economic Factors

• Economic growth
• Interest rates
• Exchange rates
• Inflation
• Disposable income

What is happening in the market? what has caused it? 

Macro economic - what government controls

Micro - How people are spending income (trends) 

Social factors:

Technology:

Environmental factors:

Legal Factors

• Health and safety
• Advertising standards
• Product labelling and safety - look at other countries
• Environmental laws

This is particularly relevant to brand

Ethical Factors

• Fair Trade
• Modern slavery
• Child labour
• Corporate social responsibility
• Inclusivity
• Transparency

What are brands doing to ensure they operate ethically? Look at Mintel, lmf.org financial info, forrester.com

E.g. Task - DIOR , legal 

• Health and safety

: Our suppliers are expected to provide their workers with a safe and healthy workplace environment in order to avoid accidents or bodily injuries which may be caused by, related to, or result from their work, including during the operation of equipment or during work-related travel.

• Advertising standards

• Product labelling and safety

• Environmental laws

application of an environmental management system; _ 

improvements in the environmental performance of their sites and production resources, in particular through proper waste management, elimination of air, water and soil pollution, reduction of greenhouse gas emissions with an emphasis on use of renewable energies, reduction of water and energy consumption and safe management of hazardous chemicals; 

_ measures to preserve biodiversity and guarantee regulatory traceability and compliance for raw materials and substances used; 

_ best practices across their supply chain to respect animal welfare;

 _ contributions to continuous improvements in environmental performance throughout the lifecycle of the products of Christian Dior Couture; 

_ ensure that staff whose work has direct environmental impact are trained, skilled and have the resources required to effectively perform their work

Competitor analysis + brand positioning map

+

• High price, low price, luxury, low quality.
• Who are your competitors?
• Who sells a similar product?
• Who sells in the same territories?
• Who promotes their brand through similar channels

Any brand your audience may buy product from instead of you!

Consider changing the axis

• High to low sustainability X high to low quality
• High to low sustainability X high to low price

What is my brands sustainability strategy going to be based on my competitors?

SWOT - Existing sustainability analysis

• What does the brand do well in terms of sustainability? Strength
• What is the brand doing less well in terms of sustainability? weakness
• Does anything in the macro environment provide an opportunity for the brand? opportunities
• Is there anything that would be a threat to the success of the brand? threat

DONT GO INTO TOO MUCH DETAIL. KEEP IT HIGH-LEVEL AND GENERAL.