3

1

2

3

4

5

6

situation analysisobjectives

strategy

tactics

actioncontrol

strategysystems

functionsresources

suppliers

other stakeholders

intermediaries

competitors

customers

political forces

social cultural forces

technological forces

economic forces

environmental forces

legal forces

Your Notes PESTEL Factors Potential Impact Implications & Importance

About your organisation & how the factors might impact on DIGITAL marketingfor your organisation/SBU

PoliticalEconomicSocialTechnologicalEnvironmentalLegal

H = HighM = MediumL = LowU = Undecided

Time Frame:ShortMediumLong

Type:Opportunity orThreat

Implication:IncreasingReducingNot yet determined

Relative ImportanceH = HighM = MediumL = Low

…disruption and innovation

…increasing online video audiences

strategysystems

functionsresources

suppliers

other stakeholders

intermediaries

competitors

customers

political forces

social cultural forces

technological forces

economic forces

environmental forces

legal forces

stakeholder analysis...

Monitor… Minimal Effort

Keep Informed

Keep Satisfied Key Players

segment characteristics

involvement

Average weekly internet usage is 20.5 hours (2015)

search

Intensity of existing rivalry

Porter, M, 1979, HBR

CE

A

B

D Firms within a strategic group have similar strategies

The relative position of groups shows how alike or different their strategies are

effect on industry, market & you

INB

OU

ND

LOG

ISTI

CS

OP

ERAT

ION

S

OU

TBO

UN

DLO

GIS

TIC

S

MA

RK

ETIN

G&

SA

LES

SER

VIC

E

FIRM INFRASTRUCTURE

HUMAN RESOURCE MANAGEMENT

TECHNOLOGY DEVELOPMENT

PROCUREMENT

Source: Porter

Porter, M, 1985

user experience… UX

Findability and SEM

Internal analysis...

…simplistic but often used model

…web presence model

Strengths Weaknesses

Opportunities“Maxi-Maxi” Strategies

Strengths used to maximiseopportunities

“Mini-Maxi” Strategies

Minimise weaknesses by taking advantage of

opportunities

Threats“Maxi-Mini” Strategies

Strengths used to minimisethreats

“Mini - Mini” Strategies

Minimise weaknesses and avoid threats