External Environment Analysis

External Environment Analysis Report

By: Hussayn Jivraj ()

Abstract

This report is compiled to analyze and understand the outdoor sportswear market in the UK. It is compiled to provide the reader with the information that affects the market via a PESTEL analysis, as well as its market size in the UK. Based upon data from previous years of this particular market, provided by a market report done by Keynote, I have also calculated a fairly stable growth forecast for the industry.

This report is conducted by doing a PESTEL analysis to identify in particular two factors that have can considerably impact a UK based business including its future within the next three years which are a good indicator whether the business will be successful or not. By doing the PESTEL analysis, I have come to the conclusion that the following two factors that will have a large impact, the first being Social and the second being Economic. With regards to the social aspect, the lifestyle of most people in the last 10 years has vastly changed to being a more active society. The views of others on outdoor activities and the health issues that have arisen in many people that have caused people to change their lifestyles and the importance of these changes. From the economic perspective in the past 7 years the world economy hasn’t been the best hence affecting the disposal income of consumers. The scope of the product has to be looked at to analyse just how successful the business will be. Finally, the demand of the product will have an adverse affect on the success of the business.

For this report, it was also important to explore the opportunities of such a business where there is profit to be made. First being a route into manufacturing adventure gear that can be used in conjunction with their clothing. Secondly, being an outdoor clothing company, they could go into supplying their outdoor gear to adventure camps that can use them. I have also analysed 1 main threat to this...