Internal Analysis

1. Analysis
PEST & SWOT

2. A PESTLE analysis is a framework or tool
used by marketers to analyze and monitor
the macro-environmental (external
marketing environment) factors that have
an impact on an organization.
The results are used to identify threats and
weaknesses which is used in a SWOT
analysis.
The 6 factors make up the acronym PESTEL.
PESTLE

3. Political
 The political factors account for all the political activities
that go on within a country and if any external force
might tip the scales in a certain way
 Trading policies
 Government changes
 Funding

4. Economic
 The economic factors take into view the economic
condition prevalent in the country and if the global
economic scenarios might make it shift or not.
 Unemployment level
 Foreign Exchange rates
 Inflation rate

5. Social
 Social factors are your consumers. You need to look at
buying habits, emotional needs, and consumer behavior
in this section. Because these are the people who directly
influence your sales.
 Ethnic/religious factors
 Demographics
 Consumer opinions and attitudes

6. Technology
■ Technology can be directly involved with
company products, like manufacturing
technologies.
Technological development
Research and development
Associated Technologies

7. Legal
■ Legal factors have to do with all the
legislative and procedural components in
an economy. Also, this takes into account
certain standards that your business might
have to meet in order to start
production/promotion.
Employment law
Consumer protection
Industry-specific regulations

8. COCA COLA’ PESTEL

9. Conclusion
 In conclusion, PESTLE analysis is an invaluable business
tool that analyzes six different groups of external factors,
all of which can affect businesses.
 However, PEST analysis (and its derivatives) is not an
exhaustive technique that considers every type of factor,
especially as some just can’t be categorized

10. SWOT
Analysis
Oppurtunity
Threats
Strengths
Weakness
Acronym for Strengths,
Weaknesses,
and Threats.
Technique that enables a
group / individual to move
from everyday problems to
a fresh perspective.
What is SWOT Analysis?

12. Business
Evaluation
Planning
Product
Evaluation
Competitor
Evaluation
Decision
Making
Product
Launch
Micro Level
Who needs SWOT Analysis?
Marketing
Communication
Macro Level

13. SWOT Analysis
ZONG
Zong
Strength Weakness Opportunities Threats
• Has recently re-
launched
themselves
• Focusing on
building brand
image
• Making
themselves
youth centric
• Telecom sector
is moving
towards digital
– Zong is at the
top of the game
• Not active on social media
• Same content is shared again and
again
• Content is very generic
• No brand personality is conveyed
through the communication
• Only talks about internet packages
• The visuals are not convincing
enough for the viewer
• A new dream – quite a redundant
theme
• Low engagement on social media
• Make presence on one of the popular Social
Media channel, e.g. Instagram
• Digital advertising on platforms with high
reach and visibility, e.g. YouTube
• Number of social media users are growing
every year which makes it a great platform to
educate, engage & convert the users digitally
for ZONG. For e.g. Facebook fans grew from 28
million in 2016 to 32 million in 2017.
• Offers other than internet packages
• Work on creative content by promoting PSL or
any other on going activity in the country
• Move away from generic posts
• Engaging content, for e.g. zong with Faiza
Saleem & Ali Gul Pir
• High internal
competition
• Others are also
offering great
internet
packages
• Price war with
competitors

14. Competitor Analysis:
Taking it a step further
 Where a SWOT analysis considers outside threats in general a
competitor analysis explicitly compares your business with that of your
competitors. Analyzing the relative strengths and weaknesses of each
of your closest competitors and comparing them to your own gives
you clear directions to move forward

15. CLASS EXERCISE!
Take two competing brands and analyze their campaign using SWOT
analysis.
Think along the lines of strategy, Insight, execution, coherence with brand
message, talent and Idea,

16. https://youtu.be/KUyF4
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17. NESCAFE VS TAPAL AD
S W
O
T
NESCAFE
S W
O
T
TAPAL