Sometimes problems arise when determining the category to which the identified factor should be attributed. For example, it is unclear where it is "more correct" to attribute the level of interest rates - to political or economic factors.
Definition of the category of factors of STEP analysis
In such a situation, one must proceed from common sense and the understanding that the main thing is to identify the significant factor. The definition of the category is secondary and does not matter in SWOT analysis.
Additional analysis
Depending on the objectives cash app database of the marketing research, it is sometimes necessary to conduct additional analysis of the identified factors. For example, the following can be analyzed:
How factors are mutually dependent on each other.
How factors affect each other and the environment.
Parameters of mutual influence of factors.
Direction, timing and rate of change of impact.
Application of results
The obtained research results should be “passed on” to the next stage (for example, SWOT analysis) or used to achieve other goals.
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Example of STEP analysis
Let's consider an example of a STEP analysis calculation file for a manufacturer of pesticides and agrochemicals in Russia (the Gamma company).
STEP Expert 1 Expert 2 Expert 3 Expert 4 The final value of the factor
Factors analyzed Weight of expert opinion 0.25 0.25 0.15 0.35
Influence of the factor
Technological
The emergence and spread of more modern production technologies 5 0.2 0,1 0,1 0.15 0.71
Developing and distributing more effective drugs 8 0.4 0.35 0.5 0.45 3.42
Development and dissemination of more efficient application technologies 4 0.01 0,1 0.15 0.05 0.27
Economic
Consolidation of the agricultural sector with a critical decline in the solvency of a number of enterprises 10 >0.4 0.35 0.4 0.6 4.80
Significant weakening of the ruble against foreign currencies 5 0.4 0.5 0.3 0.55 2.36
Increase in the discount rate 2 0,1 0.2 0.3 0.15 0.35
Fall in the average income of the population 3 0.7 0.75 0.9 0.9 2.49
Social
Attitude to maintaining health 6 0.2 0.35 0.25 0.25 1.56
Political
Restrictions on the import of foreign active ingredients 10 0.05 0,1 0,1 0.05 0.68
Complication of the procedure for state registration of drugs 9