Pest-analysis in the system of strategic marketing analysis

The article presents the essence of PEST-analysis as one of the main tools for strategic analysis of the external environment of the functioning of organizations. The PEST-analysis technique was tested on agricultural organizations of the Zernogradsky district of the Rostov region. Based on the results of the assessment, a PEST-analysis matrix was built, which makes it possible to identify the influence of positive and negative factors of the macro-environment of the functioning of agricultural organizations. Among the most significant negative PEST-factors, the social factors that caused the reduction in the number of rural population, and technological factors associated with the untimely renewal of the material and technical base of agricultural enterprises and the high degree of its wear and tear are highlighted.