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Pestel Analysis
The PESTEL Analysis is used as a marketing tool for examining key
macro level factors in the business environment that may have an
2013a, cited. The impact on the business and its activities Jurevicius
results are further used in making the SWOT analysis by identifying
what sorts of strengths, weaknesses, opportunities and threats the
product will have in this business environment
The aim of this analysis is to understand the overall picture of the
current external factors affecting the business, after which to identify
the factors that may potentially change in the future and to take
advantage of that information better than any competitor would
