USING PEST-ANALYSIS IN SMALL BUSINESS PRACTICE

Abstract

The purpose of the article is to reveal the practical application of the method of environmental analysis – PEST-analysis. The author considers an example of using this method to form tactics for the development of a small enterprise. No enterprise can exist in isolation from the external environment, and it is impossible to consider the activity of an enterprise as an open system without taking into account the influence of factors of this environment. Often external conditions change so unexpectedly that all preliminary plans are violated. The environment can be so unstable that the very development of long-term plans becomes meaningless. Therefore, the purpose of the article is to assess the factors of the macro environment for small businesses. Adaptation of small businesses to external conditions is one of the main conditions for survival, on which ultimately depends the achievement of tactical goals of small business. The article is aimed at understanding the methodology of applying non-standard methods in practical analysis.