ACCA Applied Knowledge · Business and Technology · Technological factors
A retailer introduces a mobile app that lets customers order and pay from their phones, so that it can reach customers who do not visit its stores. In PESTEL terms, which type of external factor is most directly the source of the opportunity?
The opportunity comes from technological factors. Mobile apps and digital payment systems are technological developments in the external environment that let the retailer reach customers who do not visit its stores, so they are the primary source of the opportunity.
- ATechnologicalCorrect
- BLegal
- CSocial
Explanation
Mobile devices and payment technology are advances in the technological environment that the retailer exploits. Social and legal factors may influence how customers and the firm respond, but the enabling change is technological.
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