1. 1 PEST Political Economic Technological Social

2. 2 PESTLEM POLITICAL ECONOMIC SOCIAL TECHNICAL LEGAL ENVIRONMENT MARKET

3. 3 STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Factors Internal to the Organisation Factors External to the Organisation SWOT

4. 4 Need for Analysis? “Those who triumph, Compute at their headquarters A great number of factors Prior to a challenge Those who are defeated. Compute at their headquarters A small number of factors Prior to challenge Much computation brings triumph. Little computation brings defeat. How much more so with no computation at all!! By observing only this, I can see triumph or defeat” Sun Tzu, The Art of War

5. 5 30 Robust Analysis 271 Miles If you folded an A4 Sheet 32 times, how thick would it be?