PEST is a framework for analyzing the macro-level environment of a business. Survey the P - Political, E - Economic, S - SocioCultural and T - Technological factors in the external environment. Then assess those factors to identify significant changes that might have an impact on your company. Your aim is to identify those external factors that pose opportunities or threats for your company.

This guide identifies resources to use in a PEST analysis that assesses the potential for entering new international markets.