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This essay will describe and examine the major macro-PEST trends that Evans cycles and other organisations in the cycling industry need to be aware of in the next 5-10 years. Francis Aguilar is known to be the creator of PEST Analysis. In his book, “Scanning the Business Environment”, he introduced a scanning tool called ETPS (PEST). This helps spot opportunities, and gives businesses warning of significant threats. It also helps reveal the direction of change within the business environment. This helps businesses shape what they’re doing, so that they can work with change, rather than against it. It helps them avoid starting projects that are likely to fail, due to external reasons which are out of the businesses control. Help businesses break free from unconscious assumptions when they are making strategic decisions because it helps them develop an objective view of this new environment.

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