BMT 3 - STEEPLE analysis
“The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself.”
- George Bernard Shaw (1856 -1950), Irish author and awardee of the Nobel Prize in Literature (1925)
This section of the IB Business Management syllabus examines the (positive and negative) consequences of a change in any of the STEEPLE factors for a business’s objectives and its corporate strategy.
A STEEPLE analysis is a Business Management situational and planning tool used to study the factors in the external business environment that impact on its operations. STEEPLE comprises of seven categories of factors that affect business operations and decision making. STEEPLE stands for:
Social
Technological
Economic
Ethical
Political
Legal
Environmental
The focus of this BMT is to allow managers to brainstorm the external business environment and its impacts on the organization. External threats and opportunities either restrict or aid the performance of a business but are beyond its control. The external business environment refers to the factors that are beyond the control of an individual organization, i.e. the external environment affects all businesses in the economy.
Businesses need to consider the external environment in which they operate, in order to make the most effective decisions by minimizing threats and making the most of opportunities. However, most businesses are unlikely to have much, if any, control over the external business environment - just look at what happened during the coronavirus pandemic as an example.
Therefore, businesses need to continually monitor their the market in which they operate and how the external environment can affect their operations and profits. Planning ahead will help them to react more appropriately and effectively to any changes in the STEEPLE factors that might occur. The most competitive businesses are those that anticipate change, rather than react to it.
Changes in any of the STEEPLE factors can have positive or negative impacts on businesses. Successful organizations are the ones that can adapt to changes in the external business environment.
Watch this introductory video about PESTLE (a variation of STEEPLE) analysis here, and answer the questions that follow:
Questions
What does a PESTLE analysis focus on, rather than the business itself or its immediate surroundings?
PESTLE is an acronym for Political, Economic, Social, Technological, Legal and ... ?
What are the first two steps of a PESTLE analysis?
Inflation and unemployment are examples of which PESTLE factor?
What is the environmental factor used in the example of a PESTLE analysis for a coffee shop?
Answers
Note: timings have been included here for illustrative purposes only.
1. What does a PESTLE analysis focus on, rather than the business itself or its immediate surroundings? 0:26
The macro (external) environment in which the organization operates
2. PESTLE is an acronym for Political, Economic, Social, Technological, Legal and ... ? 1:06
Environmental
3. What are the first two steps of a PESTLE analysis? 1:41
(i) Identifying external trends, and (ii) determining implications and decide actions
4. Inflation and unemployment are examples of which PESTLE factor? 2:10
Economic
5. What is the environmental factor used in the example of a PESTLE analysis for a coffee shop? 3:21
Climate change
Top tip!
Students must not make the classic mistake of using STEEPLE analysis to consider a firm’s internal strengths and weaknesses. After all, this tool is used only to examine the potential threats and opportunities based on changes in the external business environment.
Advantages of using STEEPLE analysis
STEEPLE analysis provides a brainstorming framework to examine the impact of external factors on businesses. As a result, the analysis can be used to examine a firm’s opportunities and threats. Benefits of using a STEEPLE analysis include the following points:
It helps to promote pre-emptive thinking and helps managers to plan more strategically. This is often more effective than to relying on intuition, emotions or gut feelings. Hence, STEEPLE analysis enables managers to make more informed decisions.
Examining the STEEPLE factors enables the business to identify both opportunities and threats, even though the organization needs to be prepared to deal with the threats.
A STEEPLE analysis is quite simple to create. Interpretations of each of the factors should be clear and succinct.
As a planning or analytical tool, STEEPLE analysis can help managers make more objective and sensible decisions. This is because they need to consider the external opportunities and threats for the organization.
Before embarking on the ATL Activity below, have a go at this quiz with your students to remind them of the STEEPLE factors. For each factor, state whether it represents a political, economic, social or technological factor.
Consumer and business confidence levels Economic | Environmentally friendly pressures Social | Advances in work processes Technological | Actions and activities of rival businesses Economic |
Inflation Economic | Automation Technological | Ageing population Social | Cultural exports Social |
International trade Economic | Improved efficiency Technological | Employment laws Political (legal) | Multiculturalism Social |
Copyright, patent and trademark protection Political (legal) | Fiscal policy (tax policies) Political | Consumer protection legislation Political (legal) | Cultural and demographic changes Social |
Price transparency Technological | Online (cyber) crime Technological | Unemployment Economic | Economic growth Economic |
Attitudes towards women at work Social | Monetary policy (interest rate policies) Political | Higher costs as businesses have to keep up to date Technological | Changes to recruitment practices Social |
Teleworking Technological | Government legislation Political (legal) | Minimum wages Political (legal) | The business cycle Economic |
Note: There may be more than one correct answer - the important thing is that students are able to explain and justify their reasons.
For example, price transparency could be classified under 'Technological' factors if we consider the power of e-commerce as a platform for empowering customers about the prices charged by different businesses.
Download a PDF version of this activity which you can use as a "cut and paste" activity. The first page of worksheet contains the answer for the teacher. Students should use the second page of the worksheet and cut out each word/phrase and rearrange these in the correct order. Once the answers have been checked by the teacher, students can then stick/glue their answers to a sheet of A4 paper for revision purposes.
ATL Activity 8 (Research Skills) - STEEPLE analysis for a given organization
Students should construct a full STEEPLE analysis for an organization of their choice.*
Choose how you wish students to present their findings, such as:
A Google Doc
A printed piece of work
A PowerPoint document
A classroom presentation to the class.
ATL Activity 9 - STEEPLE analysis for a chosen industry
To improve the ability of students to apply context to STEEPLE analysis, they can also be asked to construct a STEEPLE analysis for an industry or market of their choice.*
Choose how you wish students to present their findings, such as:
A Google Doc
A printed piece of work
A PowerPoint document
A classroom presentation to the rest of the class.
Students should be prepared to present their findings to the rest of the class.
ATL Activity 10 (Research skills) - STEEPLE and COVID-19 Lockdowns
Undoubtedly, the most significant event to have impacted all businesses across the world in living memory is the Great Lockdown of the coronavirus in 2019/2020, which caused a global recession.
A recession is a period of negative economic growth in a country. Technically, this occurs if there is negative economic growth for two consecutive quarters. A recession is characterised by low production (output), falling sales volume, high levels of unemployment and low income levels for workers. If prolonged, a recession will lead to bankruptcies and both social and economic problems.
For this inquiry-based task, students need to construct a full STEEPLE analysis of how a business organization or a particular industry has been affected by the coronavirus pandemic. They should cite / reference all their sources.
To help, download these infographics from Infographic Journal to share with your students or as a stimulus for them to complete the STEEPLE analysis on the current situation.
Click here for the infographic on How COVID-19 has impacted businesses globally.
Click here for the infographic on business success stories during the crisis (or download this in PDF format below).
For a sample STEEPLE analysis, see this page on InThinking Business Management.
Top tip!
I've often heard that STEEPLE analysis a "head-scratcher"! Like SWOT analysis, many students often underestimate the applications of this business management tool, thinking that is it easy to construct and use. In reality, and once students attempt to conduct a full STEEPLE analysis for an organization, they soon realise the level of knowledge required is rather immense. Hence, it will pay dividends for you to spend time reviewing the contents and applications of this specific business management tool.
Top tip!
In the external exams, it is quite common for students to have to explain the context of a case study using aspects STEEPLE analysis. A typical example is a question like this:
Outline two STEEPLE factors that influence Company A’s decision about XX. [4 marks]
As in all cases, make sure you read the question very carefully. This question is marked as a 2 + 2.
The question requires students to write an outline of two of the (seven) STEEPLE factors
The response should be outlined in the context of the decision being made at the organization.
Each of the (two) STEEPLE factor must be explicitly stated (Social, Technological, Economic, Ethical, Political, Legal, Ecological or Environmental). It must be clear from the response what factor is being referred to for the second mark to be awarded.
The answer must present two separate STEEPLE factors, as per the instructions of the question. So, for example, if two economic factors or two ethical factors are given, examiners can only award a maximum of 2 marks overall.
Top tip!
Many teachers and students often ask about the use of STEEPLE analysis in the Internal Assessment. As the IA focuses on the use of supporting documents (be they from primary or secondary market research), the key question to ask about inclusion of STEEPLE analysis as a BMT is whether this would add any value to the IA. Also, consider whether you are able to include a STEEPLE analysis within the word count limit (of 1,800 words).
In any case, a potentially suitable resource to help SL and HL student is https://pestleanalysis.com/ This website includes ready-made STEEPLE analyses (and some SWOT analyses too) for numerous well-known companies that may be applicable to the Internal Assessment, if not to help consolidate understanding of this business management tool.
Exam Practice Question
Discuss how changes in STEEPLE factors have affected the strategy for an organization you have studied. [10 marks]
Students could choose to use their STEEPLE analysis from ATL Activity 3 above (STEEPLE and COVID-19 Lockdowns) in order to complete this question.
Key terms
Economic factors in a STEEPLE analysis refer to the determinants of an economy's performance.
Environmental factors in a STEEPLE analysis refer to the ecological aspects of business activity that can have positive as well as negative impacts on organizations.
Ethical factors in a STEEPLE analysis refer to the moral values and beliefs that apply to businesses and how they operate. There is an increasing expectation for businesses to consider the impact of their activities on all stakeholder groups, society as a whole, and the planet.
The external environment refers to the (STEEPLE) factors that are beyond the control of an individual organization but have a direct impact on its operations and commercial activities.
Legal factors in a STEEPLE analysis refer to the laws that affect the way in which businesses operate as well as how employees and customers behave.
The political environment in a STEEPLE analysis refers to the role that governments play in business operations. It affects business operations in an array of facets, such as through employment laws and consumer protection legislation.
Social factors in a STEEPLE analysis are those related to people, their lifestyles and their beliefs (or values), all of which have a direct impact on business operations.
STEEPLE analysis is a situational and planning tool that provides a brainstorming framework for managers to examine the impact of external factors on businesses.
The technological environment refers to the changes and developments in machinery and equipment developed for business operations and their growth and evolution.
Review quizzes
To test your understanding of the contents of this tool in the BMT, have a go at the following interactive quizzes.
External environment - Question bank (over 20 questions for students to test their knowledge of this topic)
Using the BMT in the syllabus
Suggested units for integration of STEEPLE analysis (not exhaustive):
Unit 1.1 - Examine how STEEPLE analysis can be useful for minimising the risks for a new start-up business.
Unit 1.5 - Discuss the importance of STEEPLE analysis for a firm's external growth strategies.
Unit 1.6 - Discuss how knowledge of the external environment is essential for the success of multinational companies seeking to grow and expand in overseas markets.
Unit 2.5 (HL only) - Discuss the extent to which an organization's STEEPLE analysis might reveal its corporate culture.
Unit 3.7 - Examine how changes in the external environment can impact an organization's cash flow position.
Unit 3.9 (HL only) - Discuss how changes in the STEEPLE factors influence decisions about budget allocations within business organizations.
Unit 4.2 - Examine the importance of the external environment (STEEPLE analysis) for effective marketing planning.
Unit 4.5 - Discuss the importance of understanding the external environment when developing an appropriate marketing mix for a product or a business.
Unit 5.4 - Examine how STEEPLE analysis can support managers in their location or relocation decision.
Unit 5.4 - Discuss how the use of STEEPLE analysis might help businesses to decide between offshoring, reshoring, or insourcing.
- BMT (Business plans) - Examine the usefulness of STEEPLE analysis for the creation of business plans.
Key concept - Discuss the links between change in a business context and STEEPLE analysis.
You may find this poster useful as a revision tool or classroom poster display. It has been created by Malhar Alap Modi who studies at Chinmaya International Residential School, India. Many thanks for Malhar and his teacher Rashmi Unnikrishnan for sharing this with the InThinking community!
Return to the Business Management Toolkit (BMT) homepage