The Application of PEST Analysis Based on EBRD and IBRD Methodology

Abstract

This paper discusses the possible applications of PEST analysis with the use of methodology and data from The European Bank for Reconstruction and Development, and The International Bank for Reconstruction and Development/World Bank/International Finance Corporation. A practical example shows how to use the models when setting a logistics service company in selected Central/Eastern European markets. The combination of PEST and EBRD/IBRD reports is seen as a viable tool for measuring the market potential, its growth or decline, attractiveness, business opportunity and suitability of access into these countries.