SWOT and PESTEL Analysis

The goal of a SWOT analysis is to evaluate the external and internal environment so that the organizations understand its Strengths, Weaknesses, Opportunities and Threats. The external analysis (Opportunities and Threats) has to be evaluated first has it is the most complex and you may restrict your analysis if you start by the internal environment. It is expected to present a SWOT analysis in a table.




PESTEL can be used to deepen your analysis. Each letter stands for Political, Economic, Social, Technological, Environmental, and Legal. This allows to take into account all aspect of an organization life.
In order to fulfill you SWOT analysis and PESTEL you should answer the following questions: 

  • What are the opportunities (external) for the organization? 

In the Political frame? 
In the Economic frame? 
In the Social frame?
In the Technological frame? 
In the Environmental frame?
In the Legal frame?

  • What are the threats (external) for the organization? 

In the Political frame? 
In the Economic frame? 
In the Social frame?
In the Technological frame? 
In the Environmental frame?
In the Legal frame?

  • What are the internal Strengths of the organization? 

In the Political frame? 
In the Economic frame? 
In the Social frame?
In the Technological frame? 
In the Environmental frame?
In the Legal frame?

  • What are the Weaknesses of the organization? 

In the Political frame? 
In the Economic frame? 
In the Social frame?
In the Technological frame? 
In the Environmental frame?
In the Legal frame?

In order to answer those questions an organization uses different sources of information. Internal data such as sales, number of hours work and so one can give a good indication of the evolution of the organization. Members of the executive team have access to the necessary information. Expects in politics, economy, sociology, technology, environment and law can help an organization to answer those questions. Small organizations will also have the opportunity to answer them by looking at their internal data.

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