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PEST分析法写作范文-巴克莱PEST分析与策略。本文是一篇留学生作业，主要内容是针对巴克莱银行的PEST Analysis，主要内容是讲述巴克莱是一家主要的全球金融服务提供商，从事零售和商业银行、信用卡、投资银行、财富管理和投资管理服务，在欧洲、美国、非洲和亚洲拥有广泛的国际业务。巴克莱在银行业拥有300多年的历史和专业知识，业务遍及50多个国家，员工超过15万人。巴克莱为全球超过4200万客户和客户提供移动、借贷、投资和保护资金。下面是这篇留学生作业PEST分析法写作范文的全部内容，供参考。 
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 巴克莱集团战略概述
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.
巴克莱的目标是成为全球金融服务业领先的几家全能银行之一。这意味着向世界各地的客户提供全方位的零售和批发服务。这些服务包括：零售、商业和私人银行、信用卡、投资银行、投资管理和财富管理。
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 .
该行的战略遵循一个简单的前提：预测客户和客户的需求，然后通过帮助他们实现目标来为他们服务。
Introduction of the External Marketing Environment 外部营销环境介绍
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)
没有规章制度，任何企业都无法经营。任何企业都被法律和责任、压力集团和公共机构、客户和竞争对手所包围。这些是组织内部工作的营销环境的一部分，由于营销是组织与外部世界之间的接口，因此处理这种环境是营销人员工作的主要部分。
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.
外部营销环境分析是审计过程的第一阶段。它创建了必要的信息和分析，使组织能够开始识别其需要解决的关键问题，以制定成功的战略。
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).
由于商业环境从来没有像今天这样复杂，你需要掌握全局、组织的作用以及你自己在其中的地位。系统理论清楚地表明，每个组织都在一个行业环境中运作，而这个行业环境反过来又与一个自身受全球市场影响的社会环境相互作用。全球市场环境对于在区域甚至国家范围内运营的营销人员来说似乎非常遥远，但随着信息技术距离的缩小，这些跨国运营正在扩展到市场的每个角落。
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，营销环境是“直接或间接影响组织获取输入和产生输出的外部力量，包括六类力量：政治、法律、监管、社会/绿色、技术和经济/竞争。在任何社会中，所有企业都面临着一个共同的政治、经济、社会和技术环境，尽管任何一个因素往往会根据公司的规模和情况产生不同的影响。无论市场波动是快是慢，环境力量总是动态的。营销环境的变化会给营销者带来不确定性、威胁和机会。虽然未来不太可预测，但营销人员可以预测未来会发生什么，尽管有些人未能做到这一点，从而对他们的业务表现产生负面影响。可以肯定的是，营销人员将继续修改其营销策略，以应对动态环境。此外，营销经理未能认识到环境力量的变化，使其公司没有准备好利用营销机会或应对营销环境中产生的变化。
Research Methodology 研究方法
Using PEST analysis to understand your environment 使用PEST分析了解您的环境
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分析旨在提供一个有重点的框架，帮助您确立目标。它将以您的营销审计结果为基础，并将其置于逻辑格式中，以确保您已考虑到可能影响您的市场的所有因素。
Barclays PEST Analysis 巴克莱PEST分析
Political Environment 政治环境
In every country there are rules and regulations that all businesses need to follow in order to operate legally.
在每个国家，所有企业都需要遵守规则和条例，才能合法经营。
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).
国家和地方各级政府不仅可以通过法律、政策和权威每天影响公司，还可以通过创造机会和威胁从战略层面影响公司。具体来说，之所以会出现这种情况，是因为在竞争层面，政府可以通过垄断和限制性贸易惯例立法进一步确定产业结构。立法将鼓励竞争，使客户可以有更多的选择。
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，在研究审计这一领域的影响时，必须考虑一系列政治组织。政治体系的结构决定了政治影响力的中心。具有联邦政治结构的州将不同于单一政治体系。在英国，苏格兰有议会，威尔士有议会。然而，一些责任仍然是威斯敏斯特议会的责任。在欧盟框架内，也有一系列政治和法律上的决定。像绿色和平组织这样的政治团体也可以影响政治议程。因此，在考虑这些环境领域时，必须采取更广泛的观点，而不仅仅是国内国家政府或法律程序。
Banks are fighting for survival because the current situation in the world economy the UK government is giving support to banks by intervening.
银行正在为生存而战，因为当前世界经济形势下，英国政府正在通过干预向银行提供支持。
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.
政府已承诺斥资370亿英镑购买苏格兰皇家银行、劳埃德TSB和HBOS三家银行的股份。英格兰银行已向更广泛的银行业发放了数十亿英镑的贷款。
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.
英国财政部宣布了一条最终价值高达5000亿英镑的金融生命线，以试图稳定英国银行业。反对党广泛支持这些计划，预计政府将向主要银行和建筑协会注资高达500亿英镑的资金——主要是纳税人的钱。随着对全球衰退持续时间的担忧加剧，英格兰银行、美联储和欧洲央行分别宣布紧急降息0.5%。但这一前所未有的举措对动荡的股市影响有限。尽管略有回升，但截至下午中旬，伦敦富时100指数仍下跌2%，而德国和法国股市跌幅超过3%。但在美国，道琼斯指数在近几天大幅下跌后在早盘反弹。另一个重要进展是，英国政府采取行动保护冰岛银行英国分支机构的存款持有人，威胁对冰岛采取法律行动，从一家倒闭的银行追回资金。
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，在当前的经济危机中，巴克莱没有寻求英国政府的帮助，而是从中东投资者那里筹集资金。
Economic Environment 经济环境
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.
经济与政治环境密切相关，它包括用于描述财富、购买力、储蓄和消费的关键经济变量的当前和未来状态，以及为影响这些变量而部署的政府经济政策。这些因素包括通货膨胀、利率和汇率的影响，并将对企业的成本、价格、竞争力和盈利能力产生影响。就战略营销任务而言，作为战略规划过程的一部分，最重要的是识别、监控和预测公司市场努力最敏感的经济变量。因此，对关键经济指标的了解为预测市场发展提供了必要的信息。经济不确定性对企业和消费者信心产生负面影响，因此，关键营销任务是试图了解经济波动与市场变化之间的关系。
Social Environment 社会环境
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).
这可能是营销人员最难识别、评估和回应的问题。它是一个复杂的人口结构，包括人口特征、教育标准、文化、生活方式、态度和信仰的变化。我们的思维、生活和行为方式是家庭、朋友、学校、工作和各种媒体复杂文化制约的结果。它决定了谁决定我们买什么，何时何地购买，以及我们是赊账还是付现。例如，45%的消费者同意他们接受诱惑，购买东西是因为他们喜欢，而不是因为他们需要。这比20年前的30%有所上升。因此，企业需要考虑其业务中不断变化的人口趋势以及世界不同地区不断变化的社会气候。
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)
人们的生活方式正在改变，因为在当今世界，随着人们变得更加富有，人们的期望值也越来越高。在21世纪的英国，很少有人会考虑过没有电话、电视、冰箱、汽车、银行账户或信用卡的生活。20世纪60年代，所有这些产品都是少数人拥有的产品，因此营销人员将关注影响客户选择的所有影响。
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.
巴克莱金融规划推出了两款新的养老金产品，与利益相关者的养老金竞争。据该行称，客户可以选择与利益相关者产品类似的基本投资解决方案，也可以选择使其养老金资产多样化，包括选择“select choice”基金。巴克莱银行投资咨询和产品主管大卫·斯图尔特表示，新的养老金计划为日常养老金投资者提供了比利益相关者计划更灵活的东西，但没有完整的Sipp更复杂的结构或成本影响。
Technological Environment 技术环境
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).
在过去十年中，技术已成为影响企业的最重要因素之一。信息技术的发展影响了业务的开展方式。例如，传真和电子邮件的使用以及互联网创造的机会。
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.
对于许多企业来说，互联网作为营销工具的使用很少被理解，当然也不被认可。互联网可以成为非常有效的营销工具，为更小的员工企业创造全球机会。
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)
巴克莱必须考虑使用最新的可用技术，以保持与其他银行（如汇丰银行）的竞争力，因为很少有认真的营销人员会考虑不拥有公司网站。然而，就在十年前，这样的网站还很少见，通常只是“存在”网站，将访问者引导到一个电话号码或地址。新技术创造新市场和机会。
Conclusion 结论
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.
如果不考虑外部营销环境，公司就不会有战略营销规划流程，因为这对公司的业务运营能力至关重要。
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).因为任何组织都被法律和责任、压力、团体和公共机构、客户和竞争对手所包围。这些负债是该组织所处的营销环境的一部分。由于营销是组织与外部世界的接口，因此应对这种环境是营销人员工作的主要部分。
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).
巴克莱的外部环境是为了发现不断发展的机会和威胁，以及需要公司解决的问题。
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.
外部环境分析将为巴克莱银行未来的营销目标提供更广阔的视角。它专注于企业的未来。有害生物分析必须基于现有知识具有前瞻性。通过这种方式，你可以制定目标，要么应对你在市场上面临的威胁，要么利用你将发现的机会。
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 参考文献
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分析法写作范文提出巴克莱银行需要对社会负责，因为这可以通过良好的媒体反馈给他们带来竞争优势，这将反映出客户对巴克莱银行的看法，因此声誉很重要。一个成功的营销计划就是要获得竞争优势。因此，仔细评估您的所有选择几乎是重要的。本站提供各国各专业PEST Analysis写作指导服务，如有需要可咨询本平台。
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