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DESTEP is demographic, economic, social, technological, ecological and political analysis. A broad analysis of macro factors that may impinge upon an organization's business and operations.


Products and services are made for the population. It is important to know the growth, size and structure of the market. If the population rate is going down, your demand probably goes down too. The structure is also important. For example if the rate of babies is going up in a year, the demand for children clothing and baby food is going up. Check the following points to analyse the demographic variable:

  • Age
  • Gender
  • Household
  • Origin
  • Income
  • Population


The national income plays a big role in the how big the sale of products are. But also the international developments are playing a big role. The currencies are changing 24/7 and look at the Asian countries, in the last years there has been a big change. Check the following points to analyse the economic variable:

  • Purchasing power
  • GNP
  • Unemployment
  • Inflation
  • Disposable income
  • Income
  • Cyclicality


Check the following points to analyse the social-cultural variable:

  • Values and norms
  • Behaviour
  • Level of education
  • Religion
  • Lifestyle


The two most important effects on technological development is the renewal on production processes and the new coming products. And also the communication technology has a big influence. Take the internet and ICT developments. Check the following points to analyse the technological variable:

  • Know how
  • Success rate


With the ecologic variables you can think of environmental regulation, good and responsible social marketing concepts, labels for products (for example, products that are not tested on animals). Check the following points to analyse the ecological variable:

  • Safety
  • Climate
  • Energy
  • Sustainability
  • Garbage


New law often leads to restricting the freedom of companies. For example minimum and maximum prices, zoning and political measures. Check the following points to analyse the political variable:

  • Legislation
  • Licenses
  • Funds

See also[edit]


Cornelissen, Joep, Corporate communications : theory and practice, 2004, TJ International, Cornwall.

Leeman, J. A. Joris. "Export Planning"