DESTEP

DESTEP is demographic, economic, social, technological, ecological and political analysis. A broad analysis of macro factors that may impinge upon an organization's business and operations.

Demographic

Products and services are made for the population. It is important to know the growth, size and structure of the market. If the population rate is going down, your demand probably goes down too. The structure is also important. For example if the rate of baby’s is going up in a year, the demand to children clothing and baby food is going up. Check the following points to analyse the demographic variable:

• Age
• Gender
• Household
• Origin
• Income
• Population

Economic

The national income plays a big role in the how big the sale of products are. But also the international developments are playing a big role. The currencies are changing 24/7 and look at the Asian countries, in the last years there has been a big change. Check the following points to analyse the economic variable:

• Purchasing power
• GNP
• Unemployment
• Inflation
• Disposable income
• Income
• Cyclicality

Social-Cultural

The behaviour of the consumers is getting more and more important. To make them feel stronger they are going together in different kind of associations. You have to analyse them and see what interesting things are going on. Check the following points to analyse the social-cultural variable:

• Values and norms
• Behaviour
• Level of education
• Religion
• Lifestyle

Technological

The two most important effects on technological development is the renewal on production processes and the new coming products. And also the communication technological has a big influence. Take the internet and ICT developments. Check the following points to analyse the technological variable:

• know how
• success rate

Ecological

With the ecologic variables you can think of environmental regulation, good and responsible social marketing concepts, labels for products (for example, products that are not tested on animals). Check the following points to analyse the ecological variable:

• Safety
• Climate
• Energy
• Sustainability
• Garbage

Political

New law often leads to restricting the freedom of companies. For example minimum and maximum prices, zoning and political measures. Check the following points to analyse the political variable:

• Legislation
• Licenses
• Funds

References

Cornelissen, Joep, Corporate communications : theory and practice, 2004, TJ International, Cornwall.

Leeman, J. A. Joris. "Export Planning"