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MKTG 302 Marketing Concepts -- Anderson: Home

SWOT & PESTLE Analyses

SWOT - Strengths, Weaknesses, Opportunities, Threats

There are a number of ways to understand the dynamics of a company/brand and analyze its position within the industry, or industries, in which it is operating, and SWOT analysis (i.e., Strengths, Weaknesses, Opportunities, and Threats) is one of them.

PESTLE - Political, Economic, Social, Technological, Legal, Environmental

PESTLE, or PEST, analysis (i.e., Political, Economic, Social, Technological, Legal, and Environmental) is a macro approach to industry analysis focused primarily on external factors. PESTLE is essentially a reframing, or perhaps an expansion, of the Opportunities and Threats part of SWOT.

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Amanda Kraft
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