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PESTEL helps to remind people, there are forces out there, directly and indirectly, impacting how your business performs.
A PESTEL can be used with other tools such as a SWOT analysis, helping you understand in some cases, why a particular service or product is performing the way it is. For example, say you have a product that has seen significant decline in the past few years in terms of sales volume in your traditional markets. A SWOT analysis may reveal that the market has matured and their tastes have changed to the point they are out growing your product. A PESTEL may indicate that external forces that created the change in your traditional market have created opportunities in new markets outside your traditional market...
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