Analysis PESTELPESTEL stands for Political: it highlights the role of the government and how this influences the strategic choices of the company. Economic: Refers to factors such as business cycles and economic growth rates within the country where the company is based. Social: Influences the culture of a country and how demographics also change. The technological factor attracts more innovations such as the Internet and new technologies. The environment mainly focuses on environmental issues such as pollution and waste. The legal sector mainly focuses on legislative issues such as health safety and environmental issues. The PESTEL analysis factors apply to Bryant homes as follows; Political: UK government policy, planning and environmental issues, including sustainability, significantly impact the construction industry. In the economic sector the health of the economy and interest rates influence the demand for commercial and residential property, and taxation in the UK is used as a means of encouraging improved environmental performance; In addition to all this we can also add that as an economic factor the sums of money needed to advertise the company's products and services, this action helps the company's customers to understand how the company works. The UK construction industry is also increasingly concerned with the whole life cycle costs of the building, which include initial capital costs and operational/maintenance costs. Regarding the social factor, changes in divorce rates by birth and in the average number of people living in a family influence the demand for housing. Also we can take into consideration that there was a perception that the company's builders had a tendency to dictate what customers needed and had rat... middle of paper... rs. Furthermore, all the great actions taken by the company were copied by its competitors, which is why Bryant Homes decided to take certain actions regarding advertising in order to compete with its competitors. Aside from all this, most customers and home builders were under the impression that most home construction companies used the same products. This made it difficult for them to stay loyal to the company and choose its products. For this reason Bryant Homes decided to interest its potential customers and used other means of communication with its customers; it used simple information such as the price and size of homes to attract its customers. Furthermore Bryant Homes introduced new aspects of housing such as privacy which is very important in UK, also they started to focus on the image of houses such as garden and view.