3. Understand the company's environment and the forces that shape it

The company's environment can be analyzed using classic strategic tools, such as the PESTEL model (Political, Economic, Sociocultural, Technological, Ecological, Legal), combined with market and competitive research.

This analysis must first of all identify the major forces shaping the environment, in order to highlight major opportunities and threats, and thus complete a SWOT analysis for the EO section. These include :

• the digital transition (AI...) and more generally the evolution of technologies ;

• environmental transition, with particular reference to the challenges of global warming ;

• the energy transition, with the replacement of fossil fuels in particular;

• individuals' social behaviors (social networks, need...