Використання SWOT і PEST аналізу в маркетинговій діяльності

Abstract

The article examines the effectiveness of using SWOT and PEST analytical models in the marketing activities of enterprises. The methodological aspects of applying these models, their impact on strategic planning and competitiveness of companies are studied. The analysis confirms that the integrated use of SWOT and PEST analysis contributes to a deeper understanding of the internal and external environment of the enterprise, which allows making informed management decisions. This, in turn, helps to increase the effectiveness of marketing strategies and minimize the risks associated with changes in the market environment.