Executive Summary

3.0 External analysis of the company

3.1 PESTEL analysis

PESTEL is designed for external analysis of the organization in order to be aware of the situation going on around the world. This can help to avoid some certain problems which may occur while doing business operations. This analyze includes itself 5 stages: Political, Economic, Social, Technological, Environmental, and Legal. [CITATION Ric15 \l 1033 ]. Therefore, there is given the brief analysis with supportive examples in order to support the given arguments.

Political: Uncertainty in the legislation within EU and other countries. Trade war, Brexit.	Economic: Currency exchange, Covid-19 pandemic period.
Social: Social Media influence, cultural barriers, health	Technological: New innovations and products,
Environmental: Eco-friendly cars, CO2 emissions and hybrid car development	Legal: Product safety and competition law

Table 1: The PESEL analysis stages.


Political
Political factors are related with governmental and political regulations. This can affects any businesses, especially The BMW group is considered as the leader in automotive manufacturer industry. The uncertainty EU legislation can affect the company’s manufacturing processes. Also the Brexit already affected and also trade war between China and America in 2018 and 2019. [CITATION Wil18 \l 1033 ]. EU tough rules related with global warming directed to fight against CO2 has also affected. As it is large company which has brand image, funds and profit the organization can figure out this kind of uncertain situation in order to continuously growth of company.