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Running head: PESTEL ANALYSIS FOR SINGAPORE AIRLINES
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PESTEL Analysis for Singapore Airlines
The PESTEL analysis model is one of the tools that is used by marketers to conduct an
environmental audit before venturing in a given market, and it provides information about six
external factors that are likely to affect the marketing activities of a company and hence they
should be considered. To have a deeper understanding of the PESTEL analysis and how it is
used, the paper shall examine Singapore Airlines limited which wants to venture in the Cuban
Market since there are no direct flights from Singapore to Cuba (Heracleous & Wirtz, 2010). To
investigate the viability of the investment the PESTEL analysis will be used to conduct
environmental audit where the six environmental forces will be examined, and recommendation
will be given.
The political atmosphere in Cuba currently has stabilized, and therefore there is a
conducive environment. Additionally, the current political regime led by Raul Castro tends to
promote economic growth as opposed to the previous regime of Fidel Castro and hence they are
offering subsidies to local and international investors to facilitate economic growth (Whitney,
2001).
Cuba has a planned economy, and the government owns most enterprises, however,
private investors also have their parts. The central bank of Cuba regulates the interest rates as
well as uses the monetary and fiscal policies to regulate the rate of inflation and, therefore, the
borrowing cost in the country is low. This makes the purchasing power people reasonable.
Being a country in the Caribbean Island, the country has a mixed population, and their
customs are based on Europeans, indigenous American, and African culture. The society tends to
PESTEL ANALYSIS FOR SINGAPORE AIRLINES
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travel on vacations, and they also believe that goods and services from other countries are
superiors than theirs.
The country mainly relies on tobacco farming and production of legendary cigars.
Therefore, the level of technology development is relatively low, and hence the cost of
introducing and new technology is relatively low (Ortiz, 1995). On the environmental factors, the
country being in the islands there are strict rules on environmental pollutions, and hence all
companies should protect and not pollute the environment.
Lastly, in the legal environment, Singapore allows their firms to invest in other countries
and on the side of Cuba they allow firms to invest in their country. However, for those
companies that operate in the airline industry, they are supposed to adhere to the strict health and
safety policies. While foreign companies are subjected to strict scrutiny for adherence to labor
laws.
From the above analysis, it seems that the environment for doing business are favorable
and therefore Singapore Airlines should invest in Cuba. However, the company should adhere
strictly to the set rules and regulation to avoid legal litigations they may cause the company a lot
of losses.
PESTEL ANALYSIS FOR SINGAPORE AIRLINES
References
Heracleous, L., & Wirtz, J. (2010). Singapore airlines’ balancing act. Harvard Business Review,
88(7/8), 145-149.
Whitney, R. W. (2001). State and revolution in Cuba: Mass mobilization and political change,
1920-1940. UNC Press Books.
Ortiz, F. (1995). Cuban counterpoint, tobacco, and sugar. Duke University Press.
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