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4.0 PEST ANALYSIS
The remote environment comprises factors that originate beyond, and usually irrespective of, any single firm's operating section: social, political, economic, technological and ecological factors. That environment presents firms with opportunities, threats, and constraints, but rarely does a single firm exert any meaningful reciprocal influence.
4.1 Social Factors
The social factors that affect a firm involve the beliefs, values, attitudes, opinions, and lifestyles of persons in the firm's external environment, as developed from cultural, ecological, demographic, religious, educational, and ethnic conditioning. Malaysians become more enjoy holidays now's a day, some family planned go for vacation on the year end. It was very helpful for airlines industry, because they can travel by air which was more convenience. The changing of the Malaysians lifestyle wills brighter the future of the airline industry in Malaysia. With the increase of the Per Capital Gross National Income from RM18,040 (2005) to RM18,795 (first quarter of 2006) . Malaysian become more affordable to travel by air, because they having more extra money.
4.2 Political Factors
Political constraints are placed on firms through fair-trade decisions, antitrust laws, tax programs, minimum wage legislation, pollution and pricing policies, administrative jawboning, and many other actions aimed at protecting employees, customers, the general public, and the environment. Political factor very important to make sure the growth of the airlines industry in Malaysia. With the peaceful environment, Malaysia became one of the world's attractive travel destinations. This will increase more ...