Acta Universitatis Danubius. Œconomica, Vol 7, No 4 (2011)

Abstract

A PESTE analysis is a view over the external environment of a company, business or an economical sector, and it plays an important part in the resource management and in a future decision making process. PESTE analysis places emphasis on the impact of each factor. At international level, different structures, from the governmental ones to well-known companies and not only, choose to analyze the important factors that disturb the good functioning of these entities. In the sector of passengers and freight air transport, the majority of airline operators have chosen to investigate the external environment in which they operate by using analytical methods. For instance, we can mention SWOT and PESTE analysis of the leading low-cost Air Asia, Malaysia's second carrier, that wishes to enter the Australian aviation market, PESTE analysis of Air Arabia - a new company in the Gulf that intends to corner the market of well-known companies such as Emirates Airlines, Gulf Air and Air China. Air Arabia, in order to implement TMQ (Total Management Qualities), has used a PESTE study. In this respect, the approach to monitor the external environment of Tarom national airline is essential in the world economic crisis and globalization activities in the passengers transport, under the conditions of deregulation of the airspace.