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Research Of International Marketing

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The process of identification of the internal and the external elements which are capable in influencing the performance level of a business corporation. It is to be considered as a strategic tool and this analysis aids the firm in the alignment of the strategies as per the entity’s environment. Pestle analysis is concerned with the external environment of the business corporation (Dixon, Scura, Carpenter, 2013). The firms operating their businesses at a global find this analysis extremely valuable. This approach will aid the business corporation in determination of decision making process whether the the particular country have a potential for profitable business. The process of environmental analysis can be executed by adapting discrete approaches. The below presented is the PESTLE analysis which has been implemented for analyzing the overseas market environment of Evolve skateboards:

Environmental analysis of Overseas market

Economical and Financial: The economic factors constitute all the determinants within the economy or the region. These characters aids in concluding that in which direction the economy is moving. The primary ingredients of this factor are inflation rate, interest rate, unemployment rates (Ho, 2014), monetary or fiscal policies, the foreign rates etc. One of the biggest opportunities for the present times for the economy is high flow of foreign investments coming from the trade partners across the globe. These investments in Turkey plays an important role in the speedy expansions and this also aids in driving the economic growth of the country. A privatization program has been stated in 2008 and which has allowed the sale of major bridges, highways, electricity grids and a share in the partly commercial bank. For example if the inflation rates are high then it will make the business entity to bring changes in the prices of the products.

Cultural and social: One of the biggest strength of Turkey is that the country has a growing proportion of young population, as per the survey approx half of the population of Turkey is being aged below 30. The social factors are considered to be one of the most significant and each and every economy has their distinctive social and cultural beliefs. This factor consists of the social lifestyle, educational level of the region, the cultural implications etc. The company needs to consider all the social and cultural factors while designing the products.


Political and legal: Policies on liberalization is one of the biggest political strength of the economy.  Turkey provides a support to the liberal trade and investment policies and which has allowed open trade between different nations in the EU. Political elements primarily consist of the political stability of the economy. It also consists of the global political conditions impacts on the economy and business (Kadaster. 2014). The main elements of the political factors are the laws, norms, the rules and the policies, tax laws an tariffs, entry mode regulations etc. These are all the characteristics which have a direct or in-direct impact on the operational activities of the organizational structure and culture of a business corporation (Czinkota, and Ronkainen, 2013). For instance, if the government of Turkey imposed and increased the tax rates on engineering goods, then this will tend Evolve Skateboards to make an increase in price of the products.

Legal factor constitutes of varied type of regulations such as product regulations, employment regulations, health and safety regulations etc. These are the legislative changes which are brought by the governing bodies of the economy and occur at regular intervals. And these factors have different impacts on the business environment of the corporation ( 2017). For instance, health and safety regulation tends Evolve Skateboards in maintaining a sense of safety and security in the organizational structure.

Technological and Demographical: Turkey have a vast scope in the technological sector due to the significant development in the ICT sector ( 2015). As per the survey during 2001-2007, Turkey's ICT sector with a rapid speed by double-digits so that shows that it was a very successful growth. This factor also constitutes of the element such as the technological advancements in the market trends, up-gradations and innovations           brought in the business environment (Pestle analysis. 2015). The company needs to update as per the emergence of the updates, this will tend the organizations to have a smooth flow of operational activities and processes.



Dixon, J, Scura, L, Carpenter, R, 2013. Economic analysis of environmental impacts. Routledge.

Ho, J.K.K., 2014. Formulation of a systemic PEST analysis for strategic analysis. European academic research, 2(5), pp.6478-6492.

Czinkota, M.R. and Ronkainen, I.A., 2013. International marketing. Cengage Learning.

Pestle analysis, 2015, What is environmental analysis, Assessed on 26th March 2017,, 2015, Eific, Assessed on 26th March 2017,, 2017, Overseas Business Risk-Turkey, Assessed on 26th March 2017,, 2017, Turkey country Brief, Assessed on 26th March 2017,

Kadaster, P, 2014, Turkey is becoming a new kind of silicon valley, Assessed on 26th March 2017,
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