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Pestel Eden

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  • October 2011
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PESTEL analysis
Motivation of method
It is of great importance to make an analysis of the environment in which an organisation operates in order to develop and implement a suitable, successful strategy for the company. According to Johnson, Scholes and Whittington (2008) the business environment of a company is an important issue determining its survival and success. There are several layers of this business environment – the macro environment, the industry or sector layer, the layer with competitors and markets. A focus has been given on macro level, the highest level – layer, especially on one of its factors: the PESTEL analysis. Johnson, Scholes and Whittington (2008) state that the PESTEL framework is of crucial importance to identify political, economic, social, technological, environmental and legal environments of the organisation, as well as to identify key drivers of change. In addition it offers a detailed list of environmental influences on possible strategies (Johnson, Scholes & Whittington, 2008). Because of these essential functions the PESTEL framework will be now applied on the specific case of the Eden Project:

(Johnson, Scholes and Wittington, 2008)

Political Factors
Since the political environment in the United Kingdom and also in the region of Cornwell is stable, this factor also deals with the issue of local and national government support for tourism. In the case of the Eden Project, one can state that there are several governmental resources, especially financially: Internationally the Eden Project is supported by the European Social Fund of the European Union (Eden Project, 2011). On a national basis the Eden Project is supported for example with funds of the UK Department for International Development (Eden Project, 2011). But also on a regional or local basis the Eden Project receives help from the Cornwall Council (Eden Project, 2011). Eden project is getting funds from Government and in case of no Government funds because of...