This note is an introduction to the macro (or general) environment and strategy tools (PESTEL analysis, scenario development) used to analyze it. It provides templates for the application of these tools in strategic analysis.

This note provides an introduction of strategy tools for the analysis of the business environment. The note covers tools for analysis of the macro-environement (PESTEL analysis, scenario development), analysis of industry attractiveness (market size and growth drivers, industry life cycle, industry value chain, five forces), and analysis of customer segments and specific competitors.

The note describes the emerging scope of the information and communications industries treated as a single entity, being brought about by the combined change forces of technological progress and deregulation.