DFDS Seaways is the largest shipping and logistics company in Northern Europe. The company has been founded quite a long time ago, when three Danish companies have merged in order to create the company from nowadays.The company’s service offerings are clearly stated according to their website. Hence, they are mainly offering passenger and cargo transportation in the north part of Europe. More precisely, the company provides transportation such as cruises, mini cruises and cargo on 30 routes across the North Sea and the Baltic Sea.
Mini Cruises are a good way in order to travel around Europe and people were really glad to pay for such trips until 2008. In the past five years the company demand for Mini Cruises has decreased, due to the crisis from 2008. There are four countries in which the company organizes Mini Cruises: Norway, Denmark, England and Holland.In order to assess the socio-economic situation of those four countries I decided to use the PEST Analysis. PEST stands from Political, Economical, Social and Technological. PEST Analysis is normally performed as a strategic analysis of general society issues which may impact a business.
Taking into consideration that we have to assess those four countries on which the company operates, I see PEST analysis as being a very useful tool in describing the operating conditions. In our case PEST Analysis is useful because:* It can help our company to avoid making wrong marketing efforts. * It gives us an overview of each country environment * It helps to eliminate the risks which is involved in implementing the company vision in unfamiliar environments * It helps us to spot business opportunities and threats in those 4 countriesI am going to begin my PEST Analysis for the first route countries which are Norway and Denmark, followed by the countries from the second routes United Kingdom and Holland.PoliticalPolitical factor are usually factors which shows on which level the government interfere in the country economy. There are many examples of political factors such as taxation policy, trade restrictions, political stability, environmental law, corruption, tariffs, government type and sustainability, employment legislation etc.
