A SWOT Analysis explores the internal strengths and weaknesses of an organisation and the external opportunities and threats. A SWOT can be used to match any strengths with opportunities or to devise strategies to turn weaknesses and threats into strengths and opportunities. Firms can use this analysis to make decisions on marketing campaigns that are appropriate for them.

A PESTLE analysis explores factors in the external environment and analysis how they will have an impact on marketing decisions they might make. It is conducted by investigating the following factors; political, economic, social, technological, technological, legal and ethical.

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