When starting a new company the analysis of the external factors that influence the market is important because it can prevent future difficulties in running the business. One of the model used in business strategy is PESTEL model. PESTEL comes from Political, Economic, Social, Technological, Environmental and Legal factors. When assessing the level of impact of this types of factors, we first need to know what is the target market, otherwise the analysis could have biases like checking the impact from a larger market. So, is the business targeting global, continental, regional, national or a city market? If so, there are different ways in which these factors are represented. The…