External Environment of a Service Company

The Micro Enviroment
Giuseppe Lenci, Analyst, Colombia, Member
Hello Michelle, I think that the PEST covers the micro environment information, but it must be feeded by the analyst, as you know, each sector of the economy works in a different way. It might be useful that you benchmark competitors of your core business to have information about the PEST trends in a specific sector. This may focus you in a better way, a benchmark way. Hope it helps, take care.

Micro
F. den Hartog, Belgium, Member
I recommend using Porter's 5 Forces Model in order to analyze the micro environment..

Micro Analysis
Stefan Smith, Project Manager, Germany, Member
You should probably try, in addition to PEST, the "Drivers and Depressors Analysis. Through this analysis you will be able to see business dynamics and in which way the business is developing which is likely to be micro information...