Skip to content

SWOT and PEST analysis

    SWOT and PEST analysis

    An honest and rigorous SWOT analysis – looking at your strengths, weaknesses, opportunities and threats – is a good starting point for your marketing strategy document.

    Strengths could include:

    good customer service
    special product features or benefits
    specialist knowledge or skills
    Weaknesses could include:

    poor cashflow or a lack of capital
    lack of an established reputation
    inefficient accounting systems
    Opportunities could include:

    increased demand
    using the internet to reach new markets
    new technologies that allow you to improve product quality
    Threats could include:

    new competitors
    more attractive or cheaper versions of your product or service
    new legislation increasing your costs
    a downturn in the economy, reducing overall demand
    See a SWOT analysis example. Having done your analysis, you can then measure the potential effects each element may have on your marketing strategy.

    Business environment
    Understanding the environment your business operates in is a key part of market planning, and allows you to identify the threats and opportunities associated with your area of business. A ‘PEST’ analysis helps you identify the main opportunities and threats in your market:

    political and legal changes – such as new regulations
    economic factors – such as interest rates, exchange rates and consumer confidence
    social factors – such as changing attitudes and lifestyles, and the ageing population
    technological factors – such as new materials and growing use of the internet

    Open chat
    Scan the code
    Can we help you?