Answer to Question #231251 in Sociology for Shehri

Question

Can you please describe the examples of social trends and disruption, political trend's and disruption , economic trends and disruption ,legal tends and disruption and technological trends and disruption of "Gaia" and "Back to the future " ???

Note :- The assignment is related to 5 global image steepl

Answer 1

PESTLE stands for:

• Political
• Economic
• Sociological
• Technological
• Legal
• Environmental

These are the contexts that a business should assess itself against to review competitors, markets, and the situation in which an organization finds itself.

Environment Factors affecting a business - Source: Chaffey and Ellis-Chadwick - Digital Marketing, Strategy, Implementation, and Practice

Digital marketing models guide

We rate PESTLE analysis as one of the top 20 marketing models we feature in our digital marketing models guide. To learn about more models you can use to assess your brand effectively, download our digital marketing models guide.

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How to use PESTLE

The key technique with PESTLE is to dig deep. Many managers work through or tick off one element after another. PESTLE has real value, but only if you adopt a deeper approach and subsequently act on the information.

Let's look at each of the factors in turn, with examples:

Political

One of the biggest environments that can cause you to alter your products, ads, or even your overall brand perception is a country’s political views. While we like to think of the Internet as a global space, the social media and search engine platforms popular in your local market may not be the same as another country. For example, Facebook has been blocked in Iran, Vietnam, and North Korea. Twitter is currently banned in several other countries. This social media map, from Mother Jones, shows what's banned where.

This means if you're a business using Facebook in these areas, you cannot use these advertising options, and it is less likely that your target audience can see your updates. It also means you need to consider local alternatives, for example, Sina Weibo in China and Facenama in Iran and Afghanistan.

What you should consider:

• International and local laws (including GDPR)
• Preferred and, potentially, banned platforms
• Why the political climate of a country may prevent your brand’s success

Economic

The economic environment your brand fits into can be assessed on a nationwide or demographic-specific level. For example, your brand may position itself with aesthetics that make it appeal to younger demographics, but are your products priced appropriately with that audience’s expected level of disposable income? These considerations can lead you to consider lowering your prices or offering a low-cost alternative to your main product/service (such as a ‘Basic’ or ‘Starter’ subscription plan, with other labeled ‘Premium’).

The arrival of the Internet created many pricing options that would have previously been impossible to imagine. For example:

• First visitor and return visitor pricing is available through the use of cookies
• 24-hour sales are easier to accommodate with a code to enter at checkout (e.g., "only available until midnight")
• Dynamic pricing based on availability and quantity is now used by most airlines and many hotel groups and hotel chains.
• Auction pricing focused on the highest and lowest offers (reverse auctions) is used by eBay, Priceline, and others.
• Software is sold as a service, with monthly payments rather than an upfront fee for a box of disks!
• Free, freemium, and premium services have evolved with some services such as free games showing ads and premium options available for ad-free services.

A major challenge to many businesses is price comparison websites, where the prices are compared in a situation that isn't always accurate as the delivery charge may be excluded.

What you should consider:

• Competitor prices and product/service offering
• Primary/secondary/tertiary target audiences and their individual economic situations
• Historical sales success and promotional offers that can push sales during expected downtimes

Sociological

Understanding what’s acceptable socially or within a culture and a greater appreciation of different societies and beliefs is more available online than ever before. This knowledge has created opportunities and has opened new markets. One of my favorite examples of a company adapting to opportunities is Moonpig. There may have been a time where they offered a limited range of cards for birthdays, weddings, and events like Christmas. They now offer a wide range of cards for all occasions and religions.

Does your business know its target audience? What level of access to the internet do they have? If they’re in that group without access, how can you make contact?

Interestingly, this question led to the development of Babajob. India has one of the world’s lowest levels of internet penetration, so these entrepreneurs started a job service accessible via SMS. All you need is a mobile phone.

What you should consider:

• The beliefs, customs, and standards held by customers who may be of a different faith, race, gender, and socio-economic background to your average customer
• Internet usage habits (which can differ greatly on customer age)
• Access to the internet (which can differ between countries and people of lower levels of income)

Technological

This issue is an easier element to understand within the PESTLE mix when it comes to digital marketing. It's all about the technology being used, whether desktop or mobile, tablets, or wearables.

All brands must consider how their website is displayed across the wide variety of devices and screen dimensions available that their customers could be using. The website must be usable across all channels. Please pay close attention to how your customers are finding you and cater to their behavior. British Airways discovered that its customers used Twitter as a self-serve customer service platform. Eventually, BA decided to play the role given to them by their customers.

You may also need to stay on top of the popularity and use of different technological platforms if the audience you reach through it changes. Social media is a large component of this, as the demographics of available users or their common behavior might change.

What you should consider:

• Screen size and where the internet is accessed
• How you can make your user journeys easier
• Whether new technology makes elements of your marketing mix redundant

Legal

Legal issues online are a major consideration. A legal oversight can affect not only your bottom line but also your brand’s perception. The more public a mistake, the more your brand can be hurt, which risks alienating a lucrative target demographic.

For example, when setting up social media pages, you may need to adapt to meet different laws in different places. If you’re setting up a Facebook page to promote alcoholic drinks, it’s essential to age-gate and country-gate, ensuring your page is only available to those over 18 and those in the UK. If you ignore this, you could be breaking laws in other jurisdictions, which could negatively impact your business.

Spotify, the music streaming service, has been available in the USA since it started in 2013 but was unavailable in Canada until October 2014, possibly due to legal reasons. There was no clarity about the royalty rate that companies like Spotify would have to pay. In May 2014, the Copyright Board of Canada issued a decision on the royalty rate that music streaming services should pay for the use of recordings. Under the ruling, the payment will be about 10.2 cents in royalties for every 1,000 plays. It is interesting to note that this rate is substantially lower than the one required by some members of the Canadian music industry, who were aiming for between $1 and $2.30.