is a framework or tool used by marketers to analyze and monitor the macro-environmental (external marketing environment) factors that have an impact on an organization, company, or industry

the graphical representation of a company's business processes or workflows, as a means of identifying potential improvements

s a strategic planning and strategic management technique used to help a person or organization identify strengths, weaknesses, opportunities, and threats related to business competition or project planning

determine the feasibility of planning innovation in a particular direction