{"id":16053,"date":"2017-10-23T10:50:18","date_gmt":"2017-10-23T08:50:18","guid":{"rendered":"https:\/\/www.codeur.com\/blog\/?p=16053"},"modified":"2025-09-03T10:41:58","modified_gmt":"2025-09-03T08:41:58","slug":"analyse-pestel","status":"publish","type":"post","link":"https:\/\/www.codeur.com\/blog\/analyse-pestel\/","title":{"rendered":"Comment faire une analyse PESTEL&nbsp;?"},"content":{"rendered":"<p>Diagnostiquer r\u00e9guli\u00e8rement son activit\u00e9 est indispensable pour se recentrer et prendre les bonnes d\u00e9cisions.<br \/>\nSi <strong>l&#8217;analyse SWOT<\/strong>, <a href=\"https:\/\/www.codeur.com\/blog\/analyse-swot\/\" target=\"_blank\" rel=\"noopener\">que nous avons d\u00e9j\u00e0 abord\u00e9e<\/a>, est sans doute l&#8217;outil incontournable pour effectuer un diagnostic interne et externe d&#8217;une organisation, il est toutefois possible de la renforcer&nbsp;:<br \/>\nPour ce faire, il faut recourir \u00e0 la <strong>m\u00e9thode PESTEL<\/strong>, qui va un cran au-dessus dans <strong>l&#8217;analyse du macro-environnement<\/strong> de l&#8217;entreprise.<br \/>\nDans cet article, nous vous expliquerons comment effectuer une analyse PESTEL en bonne et due forme \u00e0 l&#8217;aide d&#8217;exemples concrets. Vous pourrez \u00e9galement profiter d&#8217;un <strong>mod\u00e8le PESTEL<\/strong> t\u00e9l\u00e9chargeable gratuitement.<\/p>\n<h2>En quoi consiste l&#8217;analyse PESTEL&nbsp;?<\/h2>\n<p>Le mod\u00e8le PESTEL s&#8217;articule autour de 6 cat\u00e9gories de facteurs externes, positifs ou n\u00e9gatifs, qui ont un impact sur l&#8217;entreprise&nbsp;:<\/p>\n<ol>\n<li><a href=\"#politique\">L&#8217;environnement politique<\/a><\/li>\n<li><a href=\"#economique\">L&#8217;environnement \u00e9conomique<\/a><\/li>\n<li><a href=\"#socioculturel\">L&#8217;environnement socioculturel<\/a><\/li>\n<li><a href=\"#technologique\">L&#8217;environnement technologique<\/a><\/li>\n<li><a href=\"#ecologique\">L&#8217;environnement \u00e9cologique<\/a><\/li>\n<li><a href=\"#legal\">L&#8217;environnement l\u00e9gal<\/a><\/li>\n<\/ol>\n<p>Elle permet donc de dresser un portrait exhaustif de l&#8217;environnement de la soci\u00e9t\u00e9, qui sera particuli\u00e8rement utile pour d\u00e9terminer <strong>les opportunit\u00e9s et les menaces<\/strong> dans le cadre de la matrice SWOT.<br \/>\n<img decoding=\"async\" class=\"aligncenter size-full wp-image-16061\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/modele-pestel-e1508251995170.jpg\" alt=\"Mod\u00e8le PESTEL\" width=\"600\" height=\"600\" srcset=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/modele-pestel-e1508251995170.jpg 600w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/modele-pestel-e1508251995170-300x300.jpg 300w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/modele-pestel-e1508251995170-150x150.jpg 150w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/modele-pestel-e1508251995170-370x370.jpg 370w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/modele-pestel-e1508251995170-270x270.jpg 270w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/modele-pestel-e1508251995170-570x570.jpg 570w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<h2 id=\"politique\">1) L&#8217;environnement politique<\/h2>\n<p>L&#8217;environnement politique recouvre les influencent qui \u00e9manent directement du pouvoir politique, qu&#8217;il soit national ou supra-national (Union Europ\u00e9enne, par exemple).<br \/>\nOn retrouve parmi les principaux facteurs&nbsp;:<\/p>\n<ul>\n<li>La stabilit\u00e9 du gouvernement ;<\/li>\n<li>La politique fiscale en vigueur ;<\/li>\n<li>Le niveau de protection sociale.<\/li>\n<\/ul>\n<blockquote><p>L&#8217;entr\u00e9e en vigueur d&#8217;une nouvelle loi augmentant la taxation des entreprises est un facteur n\u00e9gatif qui va alourdir les charges de la soci\u00e9t\u00e9 ; il s&#8217;agit donc d&#8217;une menace.<\/p><\/blockquote>\n<h2 id=\"economique\">2) L&#8217;environnement \u00e9conomique<\/h2>\n<p>L&#8217;environnement \u00e9conomique repr\u00e9sente la situation macro-\u00e9conomique d&#8217;un pays ou d&#8217;une zone donn\u00e9e.<br \/>\nOn prendra ainsi en consid\u00e9ration&nbsp;:<\/p>\n<ul>\n<li>Le taux de croissance du PIB ;<\/li>\n<li>Le pouvoir d&#8217;achat de la population ;<\/li>\n<li>L&#8217;\u00e9volution des prix (inflation) ;<\/li>\n<li>Les taux d&#8217;int\u00e9r\u00eat ;<\/li>\n<li>Le taux de ch\u00f4mage.<\/li>\n<\/ul>\n<blockquote><p>Une diminution marqu\u00e9e du pouvoir d&#8217;achat de la population peut avoir un impact variable sur l&#8217;entreprise, en fonction notamment du niveau de prix de ses produits.<\/p><\/blockquote>\n<h2 id=\"socioculturel\">3) L&#8217;environnement socioculturel<\/h2>\n<p>L&#8217;environnement socioculturel refl\u00e8te la situation et les caract\u00e9ristiques de la population &#8211; et donc des consommateurs.<br \/>\nOn s&#8217;int\u00e9ressera notamment&nbsp;:<\/p>\n<ul>\n<li>Aux crit\u00e8res d\u00e9mographiques (\u00e2ge moyen, taux de natalit\u00e9, etc.) ;<\/li>\n<li>Au niveau d&#8217;\u00e9ducation ;<\/li>\n<li>\u00c0 la mobilit\u00e9 sociale et g\u00e9ographique ;<\/li>\n<li>Aux nouvelles pratiques sociales, aux modes.<\/li>\n<\/ul>\n<blockquote><p>Une baisse du taux de natalit\u00e9 peut avoir des cons\u00e9quences n\u00e9fastes pour une entreprise vendant des produits pour nourrissons ou jeunes enfants (couches, poussettes, etc.)<\/p><\/blockquote>\n<h2 id=\"technologique\">4) L&#8217;environnement technologique<\/h2>\n<p>L&#8217;\u00e9tude de l&#8217;environnement technologique vise \u00e0 faire l&#8217;\u00e9tat des lieux des avanc\u00e9es techniques et de l&#8217;innovation dans un secteur donn\u00e9.<br \/>\nIl inclut&nbsp;:<\/p>\n<ul>\n<li>L&#8217;\u00e9volution des d\u00e9penses en Recherche et D\u00e9veloppement des entreprises ;<\/li>\n<li>Les nouveaux <a href=\"https:\/\/www.facture.net\/blog\/etapes-depot-de-brevet\/\" target=\"_blank\" rel=\"noopener\">brevets d\u00e9pos\u00e9s<\/a> ;<\/li>\n<li>Les derni\u00e8res d\u00e9couvertes scientifiques ayant des applications technologiques ;<\/li>\n<li>Le taux d&#8217;obsolescence des technologies actuelles.<\/li>\n<\/ul>\n<blockquote><p>Un brevet r\u00e9cemment d\u00e9pos\u00e9 par un concurrent peut signifier qu&#8217;il va prochainement d\u00e9voiler une innovation importante, ce qui menacerait votre entreprise.<\/p><\/blockquote>\n<p><a href=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/modele-analyse-pestel.docx#telecharger\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-16068 size-full\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/telecharger-modele-pestel.jpg\" alt=\"Tableau pour analyse PESTEL\" width=\"600\" height=\"500\" srcset=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/telecharger-modele-pestel.jpg 600w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/telecharger-modele-pestel-300x250.jpg 300w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/telecharger-modele-pestel-370x308.jpg 370w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/telecharger-modele-pestel-270x225.jpg 270w, https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/telecharger-modele-pestel-570x475.jpg 570w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<h2 id=\"ecologique\">5) L&#8217;environnement \u00e9cologique<\/h2>\n<p>L&#8217;environnement \u00e9cologique fait intervenir tout ce qui touche \u00e0 la protection de la plan\u00e8te, notamment&nbsp;:<\/p>\n<ul>\n<li>Les lois de protection de l&#8217;environnement ;<\/li>\n<li>Les r\u00e8gles en faveur du d\u00e9veloppement durable ;<\/li>\n<li>L&#8217;\u00e9volution de la consommation d&#8217;\u00e9nergie ;<\/li>\n<li>Les mesures pour le recyclage et le retraitement des d\u00e9chets.<\/li>\n<\/ul>\n<blockquote><p>L&#8217;am\u00e9lioration de l&#8217;isolation thermique des logements engendre une diminution de la consommation d&#8217;\u00e9lectricit\u00e9, de gaz ou de fioul, ce qui peut menacer les producteurs d&#8217;\u00e9nergie.<\/p><\/blockquote>\n<h2 id=\"legal\">6) L&#8217;environnement l\u00e9gal<\/h2>\n<p>L&#8217;environnement l\u00e9gal repr\u00e9sente le cadre r\u00e9glementaire de l&#8217;entreprise (lois, accords de branche, r\u00e8glement int\u00e9rieur, etc.).<br \/>\nOn y retrouve par exemple&nbsp;:<\/p>\n<ul>\n<li>Le droit du travail ;<\/li>\n<li>La r\u00e9gulation des \u00e9changes et du commerce ;<\/li>\n<li>Les normes de s\u00e9curit\u00e9.<\/li>\n<\/ul>\n<blockquote><p>Une norme de s\u00e9curit\u00e9 peut obliger l&#8217;entreprise \u00e0 r\u00e9aliser d&#8217;importants investissements pour la respecter.<\/p><\/blockquote>\n<p><em>\u00c0 noter<\/em>&nbsp;: il est possible de raccourcir l&#8217;analyse en utilisant le mod\u00e8le PEST, qui fait l&#8217;impasse sur les facteurs \u00e9cologiques et l\u00e9gaux et se contente des 4 premiers.<\/p>\n<h2>Comment utiliser l&#8217;analyse PESTEL&nbsp;?<\/h2>\n<p>Une fois que vous avez recens\u00e9 tous les facteurs macro-environnementaux pour chaque cat\u00e9gorie, il vous faut faire l&#8217;inventaire des facteurs&nbsp;:<\/p>\n<ul>\n<li>Qui repr\u00e9sentent <strong>une opportunit\u00e9<\/strong> pour votre entreprise, c&#8217;est-\u00e0-dire qu&#8217;ils pourraient vous offrir des perspectives de croissance et d&#8217;\u00e9volution ;<\/li>\n<li>Qui repr\u00e9sentent <strong>une menace<\/strong> et qui peuvent donc nuire \u00e0 votre activit\u00e9, voire \u00e0 la survie de votre soci\u00e9t\u00e9.<\/li>\n<\/ul>\n<p>Il faudra ensuite mettre ces opportunit\u00e9s et menaces en perspective avec les <strong>forces et faiblesses<\/strong> que vous aurez relev\u00e9es dans <a href=\"https:\/\/www.codeur.com\/blog\/analyse-swot\/\" target=\"_blank\" rel=\"noopener\">votre analyse SWOT<\/a>, afin d&#8217;\u00e9tablir une strat\u00e9gie viable.<\/p>\n<h2 id=\"telecharger\">T\u00e9l\u00e9chargez votre tableau PESTEL \u00e0 remplir<\/h2>\n<p>Maintenant que vous avez toutes les cl\u00e9s pour effectuer une analyse PESTEL de votre environnement, il ne reste plus qu&#8217;\u00e0 passer \u00e0 l&#8217;action.<br \/>\nPour vous simplifier la t\u00e2che, nous vous proposons un <a href=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/modele-analyse-pestel.docx\" target=\"_blank\" rel=\"noopener\">tableau de diagnostic PESTEL<\/a> que vous n&#8217;aurez plus qu&#8217;\u00e0 remplir avec vos propres informations.<\/p>\n<p><a href=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2017\/10\/modele-analyse-pestel.docx\">T\u00e9l\u00e9charger le tableau PESTEL<\/a><\/p>\n<p>Ce diagnostic se montrera particuli\u00e8rement utile pour la conception de documents importants comme votre business plan ou votre plan marketing.<br \/>\nSi toutefois vous avez besoin d&#8217;une expertise ext\u00e9rieure pour piloter votre strat\u00e9gie marketing, <a href=\"https:\/\/www.codeur.com\/consultant\/webmarketing\" target=\"_blank\" rel=\"noopener\">trouvez d\u00e8s maintenant un consultant marketing freelance<\/a> sur Codeur.com.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Diagnostiquer r\u00e9guli\u00e8rement son activit\u00e9 est indispensable pour se recentrer et prendre les bonnes d\u00e9cisions. Si l&#8217;analyse SWOT, que nous avons d\u00e9j\u00e0 abord\u00e9e, est sans doute l&#8217;outil incontournable pour effectuer un diagnostic interne et externe d&#8217;une organisation, il est toutefois possible de la renforcer&nbsp;: Pour ce faire, il faut recourir \u00e0 la m\u00e9thode PESTEL, qui va [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":16071,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[17],"tags":[79],"class_list":["post-16053","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entrepreneuriat","tag-ressources"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment faire une analyse PESTEL ?<\/title>\n<meta name=\"description\" content=\"Diagnostiquer r\u00e9guli\u00e8rement son activit\u00e9 est indispensable pour se recentrer et prendre les bonnes d\u00e9cisions. Si l&#039;analyse SWOT, que nous avons d\u00e9j\u00e0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.codeur.com\/blog\/analyse-pestel\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment faire une analyse PESTEL ?\" \/>\n<meta property=\"og:description\" content=\"Diagnostiquer r\u00e9guli\u00e8rement son activit\u00e9 est indispensable pour se recentrer et prendre les bonnes d\u00e9cisions. 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