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    PEST分析法寫作范文:Barclays PEST Analysis and Strategy

    論文價格: 免費 時間:2022-07-27 11:37:28 來源:www.mobile1apps.com 作者:留學作業網

    PEST分析法寫作范文-巴克萊PEST分析與策略。本文是一篇留學生作業,主要內容是針對巴克萊銀行的PEST Analysis,主要內容是講述巴克萊是一家主要的全球金融服務提供商,從事零售和商業銀行、信用卡、投資銀行、財富管理和投資管理服務,在歐洲、美國、非洲和亞洲擁有廣泛的國際業務。巴克萊在銀行業擁有300多年的歷史和專業知識,業務遍及50多個國家,員工超過15萬人。巴克萊為全球超過4200萬客戶和客戶提供移動、借貸、投資和保護資金。下面是這篇留學生作業PEST分析法寫作范文的全部內容,供參考。

    PEST分析法寫作范文

    Barclays is a major global financial services provider engaged in retail and commercial banking, credit cards, investment banking, wealth management and investment management services, with an extensive international presence in Europe, the USA, Africa and Asia.
    With over 300 years of history and expertise in banking, Barclays operates in over 50 countries and employs over 150,000 people.
    Barclays moves, lends, invests and protects money for over 42 million customers and clients worldwide.
    Barclays Group strategy overview 巴克萊集團戰略概述
    Barclays’ ambition is to become one of the handfuls of universal banks leading the global financial services industry. This means offering a full range of retail and wholesale services to customers and clients throughout the world. These services include: retail, business and private banking, credit cards, investment banking, investment management and wealth management.
    巴克萊的目標是成為全球金融服務業領先的幾家全能銀行之一。這意味著向世界各地的客戶提供全方位的零售和批發服務。這些服務包括:零售、商業和私人銀行、信用卡、投資銀行、投資管理和財富管理。
    The bank’s strategy follows a simple premise: anticipate the needs of their customers and clients, then serve them by helping them achieve their goals .
    該行的戰略遵循一個簡單的前提:預測客戶和客戶的需求,然后通過幫助他們實現目標來為他們服務。
    Introduction of the External Marketing Environment 外部營銷環境介紹
    No business operates with out rules and regulations any business is surrounded by laws and liabilities, pressure groups and public bodies, customers and competitors. These are part of the marketing environment that the organisation works within, and since marketing is the interface between the organisation and the outside world, dealing with this environment is a major part of marketer’s work (Jim Blythe 2008)
    沒有規章制度,任何企業都無法經營。任何企業都被法律和責任、壓力集團和公共機構、客戶和競爭對手所包圍。這些是組織內部工作的營銷環境的一部分,由于營銷是組織與外部世界之間的接口,因此處理這種環境是營銷人員工作的主要部分。
    The external marketing environment analysis is the first stage of auditing process. It creates the information and analysis necessary for an organisation to begin to identify the key issues it will need to address in order to develop successful strategy.
    外部營銷環境分析是審計過程的第一階段。它創建了必要的信息和分析,使組織能夠開始識別其需要解決的關鍵問題,以制定成功的戰略。
    As environment of business has never been the so complex as it is today you need a grasp of the big picture, the role of organisation and yourself within it. System theory makes clear that every organisation operates within an industry setting that in turn interacts with a societal environment that is itself influenced by a global marketplace. The global market environment appears very distant to marketers operating on a regional or even national scale, but with the information technologies shrinking distances, these multinational operation are extending into every corner of the market place (Mike Oldroyd 2006, Graeme Drummond, John Ensor, Ruth Ashford 2008).
    由于商業環境從來沒有像今天這樣復雜,你需要掌握全局、組織的作用以及你自己在其中的地位。系統理論清楚地表明,每個組織都在一個行業環境中運作,而這個行業環境反過來又與一個自身受全球市場影響的社會環境相互作用。全球市場環境對于在區域甚至國家范圍內運營的營銷人員來說似乎非常遙遠,但隨著信息技術距離的縮小,這些跨國運營正在擴展到市場的每個角落。
    Therefore the marketing environment is “The external forces that directly or indirectly influence an organization’s acquisition of inputs and generation of outputs, comprising six categories of forces: political, legal, regulatory, societal/green, technological, and economic/competitive (Dibb et al, 2006: 68). Within any society, all businesses face a common political, economic, social and technological environment, although any one element will often impact differently according to the size and situation of the firm (Mike Oldroyd 2006). Whether a market fluctuates rapidly or slowly, environmental forces are always dynamic. Changing in the marketing environment can create uncertainty, threats and opportunities for the marketer’s. Although the future is not very predictable, marketer’s can estimate what will happen, although some fail to do so, thus negatively affecting the performance of their businesses. It can be stated with certainty that marketers will continue to modify their marketing strategies in response to the dynamic environment. Furthermore, marketing managers who fail to recognise changes in environmental forces leave their firms unprepared to capitalize on marketing opportunities or to cope with the changes created in the marketing environment (Dibb et al, 2006: 68)
    因此,營銷環境是“直接或間接影響組織獲取輸入和產生輸出的外部力量,包括六類力量:政治、法律、監管、社會/綠色、技術和經濟/競爭。在任何社會中,所有企業都面臨著一個共同的政治、經濟、社會和技術環境,盡管任何一個因素往往會根據公司的規模和情況產生不同的影響。無論市場波動是快是慢,環境力量總是動態的。營銷環境的變化會給營銷者帶來不確定性、威脅和機會。雖然未來不太可預測,但營銷人員可以預測未來會發生什么,盡管有些人未能做到這一點,從而對他們的業務表現產生負面影響??梢钥隙ǖ氖?,營銷人員將繼續修改其營銷策略,以應對動態環境。此外,營銷經理未能認識到環境力量的變化,使其公司沒有準備好利用營銷機會或應對營銷環境中產生的變化。
    Research Methodology 研究方法
    Using PEST analysis to understand your environment 使用PEST分析了解您的環境

    PEST analysis is designed to provide a focused framework to assist you in establishing your objectives. It will take the result of your marketing audit and place them in a logical format to ensure that you have considered all of the factors that could affect your market (Phil Stone 2001) PEST分析旨在提供一個有重點的框架,幫助您確立目標。它將以您的營銷審計結果為基礎,并將其置于邏輯格式中,以確保您已考慮到可能影響您的市場的所有因素。
    Barclays PEST Analysis 巴克萊PEST分析
    Political Environment 政治環境

    In every country there are rules and regulations that all businesses need to follow in order to operate legally.
    在每個國家,所有企業都需要遵守規則和條例,才能合法經營。
    Government at both national and local levels can affect companies not only on a day-day basis through law, policies and authority but also a strategic level by creating opportunities and threats. Specifically, these arise because at competitive level the government can determine industry structure via monopoly and restrictive trade practices legislations further. Legislations will encourage competition so that customers can have more options (Dale Littler and Dominic Wilson 1995).
    國家和地方各級政府不僅可以通過法律、政策和權威每天影響公司,還可以通過創造機會和威脅從戰略層面影響公司。具體來說,之所以會出現這種情況,是因為在競爭層面,政府可以通過壟斷和限制性貿易慣例立法進一步確定產業結構。立法將鼓勵競爭,使客戶可以有更多的選擇。
    So there is a range of political organisations that have to be considered when looking at the influences in this area of the audit. The structure of a political system defines the centres of political influence. A state with a federal political structure will differ from a unitary political system. In the UK there is a parliament for Scotland and an assembly for Wales. However some of the responsibilities are still the responsibility of Westminster parliament. There is also string of decisions taking place both politically and legally within the framework of European Union. Political groups such Greenpeace can also effect the political agenda. Therefore when considering these area of the environment a much wider view has to be taken than just the domestic national government or legal process (reference).
    因此,在研究審計這一領域的影響時,必須考慮一系列政治組織。政治體系的結構決定了政治影響力的中心。具有聯邦政治結構的州將不同于單一政治體系。在英國,蘇格蘭有議會,威爾士有議會。然而,一些責任仍然是威斯敏斯特議會的責任。在歐盟框架內,也有一系列政治和法律上的決定。像綠色和平組織這樣的政治團體也可以影響政治議程。因此,在考慮這些環境領域時,必須采取更廣泛的觀點,而不僅僅是國內國家政府或法律程序。
    Banks are fighting for survival because the current situation in the world economy the UK government is giving support to banks by intervening.
    銀行正在為生存而戰,因為當前世界經濟形勢下,英國政府正在通過干預向銀行提供支持。
    The government has pledged to spend up to £37bn to buy stakes in three banks – Royal Bank of Scotland, Lloyds TSB and HBOS. The Bank of England has lent further billions of pounds to the wider banking sector.
    政府已承諾斥資370億英鎊購買蘇格蘭皇家銀行、勞埃德TSB和HBOS三家銀行的股份。英格蘭銀行已向更廣泛的銀行業發放了數十億英鎊的貸款。
    The UK Treasury has announced a financial lifeline, which could ultimately be worth up to £500bn, to try and stabilise the UK banking sector. Opposition parties broadly backed the plans, which could see the government inject up to £50bn in capital – essentially taxpayers money – into leading banks and building societies. As fears of a prolonged global recession rise, the Bank of England, the US Federal Reserve and the European Central Bank each announced an emergency 0.5% cut in interest rates. But this unprecedented move has had only a limited impact on the turbulent stock markets. Despite recovering slightly, the FTSE 100 was still down 2% in London by mid-afternoon while markets in Germany and France were down by more than 3%. But in the US, the Dow Jones rallied in early trading after the sharp falls of recent days. In another key development, the UK government moved to protect deposit holders in UK offshoots of Icelandic banks, threatening legal action against Iceland to recover money from one collapsed bank.
    英國財政部宣布了一條最終價值高達5000億英鎊的金融生命線,以試圖穩定英國銀行業。反對黨廣泛支持這些計劃,預計政府將向主要銀行和建筑協會注資高達500億英鎊的資金——主要是納稅人的錢。隨著對全球衰退持續時間的擔憂加劇,英格蘭銀行、美聯儲和歐洲央行分別宣布緊急降息0.5%。但這一前所未有的舉措對動蕩的股市影響有限。盡管略有回升,但截至下午中旬,倫敦富時100指數仍下跌2%,而德國和法國股市跌幅超過3%。但在美國,道瓊斯指數在近幾天大幅下跌后在早盤反彈。另一個重要進展是,英國政府采取行動保護冰島銀行英國分支機構的存款持有人,威脅對冰島采取法律行動,從一家倒閉的銀行追回資金。
    However Barclays did not seek help from the UK government in the current economic crisis instead they raised cash from Middle Eastern investors .
    然而,在當前的經濟危機中,巴克萊沒有尋求英國政府的幫助,而是從中東投資者那里籌集資金。
    Economic Environment 經濟環境
    The economy is closely linked with political environment, it consists the current and future state of key economic variables used to describe the wealth, purchasing power, savings and consumption together with the government economic policies deployed to effect those variable. These include the effect of inflation, interest rates and exchange rates and will have impact on the cost, prices, competitiveness and profitability of the business. In terms of strategic marketing tasks, of prime importance as part of the strategic planning process is the identification, monitoring and forecasting of those economic variables to which the company’s market effort is most sensitive. So understanding of the key economic indicators provides the necessary information for anticipating developments in the market place. Economic uncertainties impact negatively on business and consumer confidence so the key marketing task is to attempt to realize the relationships between movements in the economy and changes in the market place.
    經濟與政治環境密切相關,它包括用于描述財富、購買力、儲蓄和消費的關鍵經濟變量的當前和未來狀態,以及為影響這些變量而部署的政府經濟政策。這些因素包括通貨膨脹、利率和匯率的影響,并將對企業的成本、價格、競爭力和盈利能力產生影響。就戰略營銷任務而言,作為戰略規劃過程的一部分,最重要的是識別、監控和預測公司市場努力最敏感的經濟變量。因此,對關鍵經濟指標的了解為預測市場發展提供了必要的信息。經濟不確定性對企業和消費者信心產生負面影響,因此,關鍵營銷任務是試圖了解經濟波動與市場變化之間的關系。
    Social Environment 社會環境
    This is perhaps the most difficult for the marketer to identify evaluate and respond to it. It is a complex of demographics it includes changes in population characteristics educational standards, culture, lifestyle attitudes and beliefs. The way we think, we live and behave is the outcome of complex cultural conditioning by family, friends, schools, work and various media. It conditions who decides what we buy, where and when we buy it, and whether we credit or cash for example 45 percent of consumers agreed that they give into temptation and buy things because they like them and not because they need them. This was up from 30 percent 20 years ago. So businesses need to consider the changing demographic trends in their business and the changing social climate in different parts of the world (Dale Littler and Dominic Wilson 1995, Phil Stone 2001 and Mike Oldroyd 2006).
    這可能是營銷人員最難識別、評估和回應的問題。它是一個復雜的人口結構,包括人口特征、教育標準、文化、生活方式、態度和信仰的變化。我們的思維、生活和行為方式是家庭、朋友、學校、工作和各種媒體復雜文化制約的結果。它決定了誰決定我們買什么,何時何地購買,以及我們是賒賬還是付現。例如,45%的消費者同意他們接受誘惑,購買東西是因為他們喜歡,而不是因為他們需要。這比20年前的30%有所上升。因此,企業需要考慮其業務中不斷變化的人口趨勢以及世界不同地區不斷變化的社會氣候。
    People’s lifestyle are changing because in today’s world expectations are higher as people have become more wealthy, they have come to expect more. In twenty first century Britain, few people would consider living with out a telephone, television, refrigerator, car, bank account or credit cards. In 1960s all these products were examples of things owned by only a minority of the population so the marketer will be concerned with all the influences affecting the customer’s choice (Jim Blythe 2008 and Mike Oldroyd 2006)
    人們的生活方式正在改變,因為在當今世界,隨著人們變得更加富有,人們的期望值也越來越高。在21世紀的英國,很少有人會考慮過沒有電話、電視、冰箱、汽車、銀行賬戶或信用卡的生活。20世紀60年代,所有這些產品都是少數人擁有的產品,因此營銷人員將關注影響客戶選擇的所有影響。  
    Barclays Financial Planning has launched two new pensions products to rival stakeholder pensions. According to the bank, customers can choose either a basic investment solution, comparable to a stakeholder product, or to diversify their pension assets, including the option of a ‘select choice’ fund proposition. Barclays director of investment advice and products David Stuart says the new pensions offer everyday pensions investors something much more flexible than a stakeholder plan but without the more complicated structure or cost implications of a full Sipp.
    巴克萊金融規劃推出了兩款新的養老金產品,與利益相關者的養老金競爭。據該行稱,客戶可以選擇與利益相關者產品類似的基本投資解決方案,也可以選擇使其養老金資產多樣化,包括選擇“select choice”基金。巴克萊銀行投資咨詢和產品主管大衛·斯圖爾特表示,新的養老金計劃為日常養老金投資者提供了比利益相關者計劃更靈活的東西,但沒有完整的Sipp更復雜的結構或成本影響。
    Technological Environment 技術環境
    Technology has become one of the most important factors affecting businesses over the last decade. The development of information technology has impacted in the way business is conducted. For example the use of faxes and e-mail and opportunities created by the internet (Phil Stone 2001).
    在過去十年中,技術已成為影響企業的最重要因素之一。信息技術的發展影響了業務的開展方式。例如,傳真和電子郵件的使用以及互聯網創造的機會。
    For many businesses the use of internet as marketing tool is little understood and certainly not appreciated internet can be very efficient marketing tool creating world-wide opportunities for even smaller one employee businesses style.
    對于許多企業來說,互聯網作為營銷工具的使用很少被理解,當然也不被認可?;ヂ摼W可以成為非常有效的營銷工具,為更小的員工企業創造全球機會。
    Barclays must consider the use of latest available technology (Phil Stone 2001) in order to stay competitive with other banks E.G. HSBC because few serious marketers would consider not having a corporate website. Yet only ten years ago such websites were rare, and were often merely ‘presence’ sites which directed visitors to a telephone number or address (Jim Blythe 2008). New technologies create new markets and opportunities (Philip Kotler and Gary Armstrong2004)
    巴克萊必須考慮使用最新的可用技術,以保持與其他銀行(如匯豐銀行)的競爭力,因為很少有認真的營銷人員會考慮不擁有公司網站。然而,就在十年前,這樣的網站還很少見,通常只是“存在”網站,將訪問者引導到一個電話號碼或地址。新技術創造新市場和機會。
    Conclusion 結論
    A company will not have strategic marketing planning process with out taking into consideration in to the external marketing environment as this vital in the company ability to operate as business.
    如果不考慮外部營銷環境,公司就不會有戰略營銷規劃流程,因為這對公司的業務運營能力至關重要。
    Because any organisation is surrounded by laws and liabilities, pressures groups and public bodies, customers and competitors. These liabilities are part of the marketing environment that the organisation works within. And since marketing is at the interface between organisation and the outside world, dealing with this environment is a major part of marketer’s work (stone Phil 2001).因為任何組織都被法律和責任、壓力、團體和公共機構、客戶和競爭對手所包圍。這些負債是該組織所處的營銷環境的一部分。由于營銷是組織與外部世界的接口,因此應對這種環境是營銷人員工作的主要部分。
    Barclay’s external environment is undertaken in order to discover the opportunities and threats that are evolving and that need to be addressed by the company (Graeme Drummond, John Ensor, Ruth Ashford 2008).
    巴克萊的外部環境是為了發現不斷發展的機會和威脅,以及需要公司解決的問題。
    External environmental analysis will provide Barclays with a wider perspective on the future marketing objectives of the business. It concentrates on the future of the business. PEST analysis must be forward looking based on existing knowledge. It is in this way that you can establish objectives that will either counter the threats that you will face in the market or exploit the opportunities that you will find.
    外部環境分析將為巴克萊銀行未來的營銷目標提供更廣闊的視角。它專注于企業的未來。有害生物分析必須基于現有知識具有前瞻性。通過這種方式,你可以制定目標,要么應對你在市場上面臨的威脅,要么利用你將發現的機會。
    Barclays need to act socially responsible because this can give them competitive advantage through good media feedback and this will reflect on the way customers see the Barclays so reputation is important.
    A successful marketing plan is all about gaining competitive advantage. It is therefore virtually important you do assess all of your options carefully (Stone Phil 2001)
    References 參考文獻
    Stone, Phil. (2001) Develop a winning marketing plan, Oldroyd, Mike 2006 Marketing environment Drummond, G. Ensor, J. & Ashford, R. 2008. Strategic Marketing : planning and control. 3rd edition. Amsterdam ; London: Butterworth-Heinemann
    Blythe, J. 2008 Essentials of Marketing 4th edition.
    Kotler, P. & Armstrong, G. 2004 Principles of Marketing 10th edition. International edition.

    PEST分析法寫作范文提出巴克萊銀行需要對社會負責,因為這可以通過良好的媒體反饋給他們帶來競爭優勢,這將反映出客戶對巴克萊銀行的看法,因此聲譽很重要。一個成功的營銷計劃就是要獲得競爭優勢。因此,仔細評估您的所有選擇幾乎是重要的。本站提供各國各專業PEST Analysis寫作指導服務,如有需要可咨詢本平臺。


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