Reference no: EM133477301
PESTLE analysis is a tool used to analyze the political, economic, social, technological, and legal factors that effect of a business's macro environment. Using this tool, Mondelez International changes the distribution channel and message to target countries based on these factors. If there is political instability, tough trade regulations or other related constraints, Mondelez may consider not to enter the market in the target country. Economic factors such as the type of economic infrastructure, currency, and inflation are considerations on how or even if to enter a market in the target country. They analyze the social, technological advances and the speed in which the changes are occurring and legal factors like political and economic factors.
Once Mondelez decides to enter the market in the target country, the message in the promotional mix would include advertising messages specific to the target county. These messages would include cultural considerations to appeal to the political, economic, and social factors of the consumers. Certain countries, like US and UK, are more technologically advanced and digital messages would be better received.
Understanding the country, citizens of the country, and consumer needs of the country, the distribution channel and message would be prescribed based on the PESTLE analysis performed before entering the market.
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