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MARKETING PEST Analysis for the ATM in the United Arab Emirates PEST analysis The process by analyzing the following three aspects is obligatory Each business must evaluate its environment before starting the marketing plan 61607Internal environment such as staff and office technology 61607Microenvironment such as suppliers external customers and competitors 61607Macro-environment such as political forces economic forces socio-cultural forces and technological forces PEST factors The preceding aspect is called PEST factors It is the outside forces which should be understood by the organization httpwwweconresearchcom Political factor It is very vital for organizations to understand existing political environment and consider future political improvement which may have an effect on them There are two factors which may affect the ability of the organization in performing their businesses 1- Governments attitude towards business activity some countries discourage the existence of foreign businesses in their country due to the feared rivalry 2- Legal controls on business activity rules and regulations are very essential in the country because they protect the rights of businesses as well as clientele It does not have to be prescribed regulation According to the UAE the political factor is the most important factor which affects the financial services In spite of the uncomplicatedness in the regulations and laws of the UAE the political environment is not constant because the UAE financial services laws have to change every five years in a way to be stricter The government does not have visualizations on culture and religion because the laws suit everyone except Islamic banks which follow the principles of Islam UAE has authorized some rules that improve the financial services in the country For example UAE
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