According to the Business Directory, these are “the main external and uncontrollable factors that influence an organization's decision-making and affect its performance and strategies. These factors include economic factors; demographics; legal, political and social conditions; technological changes; and natural forces. A macro-environmental analysis is usually the first step in a strategic analysis and is sometimes called a PESTLE analysis. According to (Barrows and Neely, 2011, p. 151) “PESTEL analysis allows managers to collect, synthesize and publish information relating to each macro-environmental factor affecting their organization”. It is important to note that not all factors affect organizations equally.