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You can also read more detailed and latest PESTEL Analysis of Apple and SWOT Analysis of Apple on our site. Conclusion: In conclusion, it is a must for Apple to look into all the matters that we discussed in the pestle analysis of it. But, this company is strong enough to keep doing well despite this challenge. Shangri-La Hotels & Resorts is a hospitality chain that was established by Robert Kuok in 1979 in Hong Kong. The primary selling point of Shangri La Hotels is the service quality and ambiance which is serene and peaceful.

More than any other time, organizations need to be acutely aware of changes in the business environment. Organizations need to take a broad stroke brush to strategy creation given likely changes in buyer behavior.

When developing strategy, it is important to scan the macro environment for opportunities and threats and other factors that have may have an impact on the organization. The best way is through a PESTEL analysis, which is an effective way to monitor the environment. Back in the late 1960, Francis Aguilar, Harvard Professor, was interested in strategy creation and published a book called Scanning the Business environment. He is widely cited with creating what is now known as the PESTEL analysis. PESTEL, formally PEST, is an acronym for Political, Economic, Social, Technological, Environmental and Legal factors. The categories are not necessarily mutually exclusive but intended to get you considering influences that may impact your business.

The current pandemic environmental situation is fluid and changes nearly daily. Daily, weekly monitoring is necessary. A good way to start is to set up an interdisciplinary strategy surveillance group documenting changes in the environment. The interdisciplinary group is also a way to break down siloes.

From the PESTEL analysis continue your strategy development with “What If” scenario planning. Who would have thought casinos around the globe would close from a pandemic. Conducting “What If” analysis allows you to see the business from different vantage points given varying conditions. The degree of agility will allow you to flex with resources quickly to not miss opportunities.

You may need to build a next generation business model quickly. The current situation requires a cocktail of adjustments to maximize revenue, as the environmental scan has a lot of negative factors.

While the microenvironments we live in are different, the macro environment is similar. Below is a quick PESTEL given the current situation.

Political:

Presidential elections will happen in November and with the pandemic Trump will get credit for getting us through the crisis. Like it or not, history will repeat itself in that leaders get reelected during times of crisis.

The United States will insulate from the world; close boarders and become more self-reliant.

China will accelerate investment in self-sufficiency.

Economic:

We are heading for a 2-year global recession with US being hit hardest small businesses. Small businesses and startups will suffer

Unemployment will be at an all-time high

Risk aversion across markets

Luxury and travel markets will suffer

Loss of 401k and long-term savings

No concerts or sporting functions until a vaccine or palliative treatments are developed

Casinos starting to open with restrictions and enhanced sanitation measures

Oil prices fall

Advertising dollars are cut, especially in TV and conventional channels, as will overall marketing costs with dollars directed to the highest worth players and most profitable segments

Additional economic stimulus coming, redistributing wealth

With travel restrictions, the Las Vegas strip will suffer

Tribal properties in more rural locations will fair better than those in metro areas, as there will be a false perception of safety in more virus free areas

Properties restructure preparing for a downturn.

Social:

Social distancing measures continue, meaning redesign of gaming floors or shutting down games

Capacity constraints enforced

Casinos reopen smoke free or with smaller, more controlled smoking areas

People age 65+ strongly suggested to continue to shutter at home

Groups limited to small parties

Continued humanitarian efforts

Hospitals and long-term care facilities on lockdown

People feel cooped up and there will be pent up demand for a time (gamers are risk takers and expect them to show up)

Fear of COVID resurgence in the fall

Technological:

Adoption of apps and social gaming development

Additional use of kiosks to limit human-to-human contact

Playport concept – curb side kiosk-based gaming takes shape (could be a solution for those at-risk population of core gamers)

Continued development of tools to aid employees to work from home, i.e. Microsoft Teams, Zoom, etc

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Environment:

People have measured the positive environmental impact of not traveling and consuming less. However, the government will not make the environment a big priority – no real focus on ecology, sustainability and renewable energy

Legal:

A time of acceptable individual surveillance

Individual civil rights eroded with contact tracing measures and biometric readings

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Bailouts with strings attached

New employment practices

Adjustments to pension laws and when people can draw

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Going through a PESTEL analysis will help you build resiliency and seize opportunities in the market while mitigating risk factors.

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