Analyse is the second stage in the RAPID marketing process.

This step is critical to the marketing plan because it is the stage where you take information and turn it into intelligence or understanding. By doing a SWOT Analysis you can in one simple tool understand your own business, the market and your competition much better and begin to understand where the opportunities in your market lie.

The SWOT Analysis also provides you with much of the information that is important in developing your USP (unique selling proposition) and your marketing strategy – what customers you’ll target, what you’ll stand for.

The PESTLE Analysis allows you to review the different trends in the market that might affect your business during the coming planning period.