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P.E.S.T.E.L.
POLITICAL
Hong Kong, the Middle East,
Latin America and Ukraine
rising geopolitical concerns
Top international travelers to
US: Canada, Mexico, UK, Japan,
Brasil, Germany, China
combined make up 73% of US
international visitors
US making visa for Chinese
tourists easier
Low Florida sales (6%) and
use tax & corporate income
tax (5.5%)
Florida has No. 2 Foreign
Trade Zone (FTZ) Network
in US: tariff-free value can be
added to foreign goods before
shipped to other countries
ECONOMIC
Very low interest rates has allowed
the consumer to purchase more
North American GDP growth is doing
better with a moderate growth
(expanded at 4.6% growth in 2nd
quarter) and conditions are expected
to increase the following year
US Inflation rate is 1.6% which is
very low (people have incentive to
borrow money)
However unemployment fell to
5.9%, which means inflation may
increase
Disposable income has increased,
but savings rate has decreased
Retailers in America have a substantial
bias toward growing revenue and
investing cash, over lowering costs
and returning cash
Improving conditions in US and
Europe have moved attention from
Asian market growth
Retail sales up 4.7% from 2013
Wages domestically have not been
rising, though
SOCIAL
Social media platforms Facebook
and Twitter popular to
access promotions, facilitate
discussions, and provide links
to company info
Consumers crave a personalized
experience, either in welcome
messages online or in
co-creation
Customers are increasingly
comfortable sharing more
data about themselves, their
preferences, and purchases
through social media
Customers will listen to 90%
of their colleagues’ reviews online
and up to 70% of strangers’
reviews online still
More than 5 million foreign
language speaking workers in
Florida