MMS 736 Strategic (Sport) Management Assignment Sample

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Introduction: MMS 736 Strategic (Sport) Management

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Strategic sport management includes organising, arranging, and directing tasks within the sporting goods sector to accomplish long-term goals. It includes disciplines like group dynamics, advertising, budgeting, and facilities management. In the changing sports business environment, efficient strategic leadership is crucial for sports organizations to maintain competitiveness and achieve long-term success. To ensure long-term success in the sports sector, it includes decision-making across sectors including team development, marketing, financing, and operations.

Since its establishment in 2014, the Indian Super competition (ISL), a professional football competition, has seen substantially expanding and becoming popular. Nevertheless, due to a limited capacity for spectators and a fall in its general appeal, the league has recently encountered many different difficulties. Strategic management may be used to examine this deterioration. The strategic choices made by the league's administrators have a major role in the poor attendance at ISL games. ISL first garnered interest by recruiting prominent foreign coaches and players alike, which created a lot of hype. However, focusing largely on headline acquisitions could have resulted in salary structures that were untenable and an excess of international talent. This strategy would have discouraged the emergence of native talent, leaving Indian fans with a less relevant and competitive product.

The ISL's schedule and venue choices have presented strategic difficulties. Large stadiums are frequently used for matches, which can be challenging to fill, particularly for clubs with small supporters. Attendance has also been hampered by the league's planning, which frequently clashes with other well-attended sports tournts. These tactical choices failed to fully exploit a chance of Indian football's rising popularity. Furthermore, ISL's fall has been significantly impacted by marketing and fan interaction methods. Because it placed too much emphasis on celebrity status rather than building a strong feeling of community and devotion among fans, the league may not have connected with fans on a more fundamental level. Local football culture development, youth growth, and grassroots participation should be the main focuses of successful advertising campaigns. The COVID-19 epidemic also had an impact on ISL's capability for spectators since public safety mandates placed limits on stadium attendance. The competition could have responded to these problems more strategically, though. They may have looked at creative methods to interact with fans electronically, such upgrading online streaming services or putting fan interaction programmes in place while adhering to safety regulations.

Identification Of The Issue

The Indian Super League (ISL) encountered key challenges over the last few years: a drop in fan involvement. The league has to contend with the issue of losing enthusiasm among fans amid its vibrant start and initial popularity (A LOOK AT ISL'S GROWING AND EMERGING RIVALRIES 2023). The issue is made worse by an assortment of components, notably reducing item revenue, flat game participation, and reduced televised observing. The continued existence and development of the league is dependent on its ability for understanding the difficulties ahead. With the development of different entertainment and recreational activities the interest and enthusiasm of people within the football and other related the activities have reduced. As compared to others people are much attracted towards cricket to rather than football. Thus, the interest of people within the Indian super league that is a league which is specially built for football is very less. This is particularly because of the reason that people are not much interested within footballer and rather the prefer to watch cricket and hockey over football.

SWOT Analysis

Strengths	Weaknesses
· Engaging in renowned foreign players and instructors assisted the ISL first gain notice through creating excitement and energy. This is a strength for the company because the foreign players assist the company in attracting the large number of consumers. · From it was established, the team has had major growth and appeal, showing a solid foundation on which to construct. Thus, it help the company in improving the working capability because a good team attracts majority of the people and this will help the company in improving the efficiency of business. · The significant financial commitments ISL received have made it feasible to pursue further planning and advances. These financial commitments provide a base to ISL for improving their area of operation and this in turn will increase sales of the business. · The ISL boasts important broadcasting agreements allowing events to be broadcast nationally as well as globally, boosting its popularity and base of supporters. This is strength because this will help the business in improving the efficiency and increase the level of business. · Celebrities' engagement as club owners and sponsors enhances the league's glamorous aspect, bringing in viewers beyond typical football supporters. · Some organisations have provided significant community investments, such as welfare initiatives and youngster coaching initiatives, in order to foster favourable perceptions and connections to the neighbouring regions.	· The concentration on luring foreign players might have led to costly contracts which made it hard for groups to preserve their financial well-being and hindered the development of nearby talent. · Regardless of the league's choice for places, games at big venues sometimes look scant. Time conflicts with other popular athletic events additionally have an adverse effect on participation. This is a weakness for the company because it can lead to reduction in brand value which in turn will negatively affect the working condition of the company. · The absence of a personal relationship with supporters is the result of a focus on being famous instead of building a community. Fan dedication is hindered by the absence of regional sports culture growth and grass involvement. · When a single team constantly sweeps the league as a whole, there might be not much tension or enthusiasm, which eventually saps the attention of those watching. This is a drawback for the reason that it will be resulting in reduction of interest of fans and ultimately the whole business will be impacted. · The establishment of a permanent talent pool is hindered by the clubs' insufficient dedication to developing young people, which ultimately decreases the competition's capacity to thrive.
Opportunities	Threats
· Local talent can be generated by supporting youth training and community football initiatives, increasing pride in the community and fan involvement. · Increasing participation and seeing can be accomplished through coordinating game scheduling to avoid clashes with other significant athletic activities. · The base of supporters may be kept engaged and involved by utilising digital mediums for initiatives like active social networking campaigns, live streaming upgrades, and online fan social events (Parson, et.al (2022). · By organising international matches and attracting football devotees throughout every corner of the globe, the league could be utilised for encouraging tourism in sports that will benefit the area's economy and the league's reputation. · Cooperation with European football teams may boost the competition's competition and draw an additional global fan base via talent cooperation programmes and friendlier matches (SWOT Analysis: How to with Table and Example, 2023). · The ISL could gain upon the growing enthusiasm in female athletics by adding a female football league, extending its sporting offers, and expanding the number of its supporters.	· Present and forthcoming pandemic waves could still restrict visitor numbers in person, requiring creative methods of digital advertising to maintain supporters engaged. · If deliberate efforts aren't taken to maintain the ISL's originality and enticement, increasing rivalry from other athletic leagues could draw focus towards it. · The financial stability of the league and its member organisations could be in danger due to untenable approaches to business, especially when it pertains to foreign players agreements. · As a consequence of player exhaustion and injury spurred on by the continual need of competing across different divisions and tournts worldwide, matches' performance and the whole fan experiences could decline. · Downturns in the economy may have an enormous economic impact on sponsorships from companies, fan expenditure on sporting events and products, and the league's survival. · Regulatory changes, including issues impacting worldwide player limits or taxation regulations, may have a bearing on the league's operational expenses and player recruitment strategies, which could upset the league's balance.

The SWOT analysis might be improved upon in order to offer deeper knowledge of the present condition of the ISL (Florido-Benítez, (2022). A solid but adaptable tactical leadership strategy able to travel the multifaceted nature of the sports sector and guarantee the league's over time popularity and achievement on both national and international levels requires.

Environmental Analysis

The strategic approach to evaluate the external macro environmental factors that might impact a company is the PEST assessment. Knowing the economic, political, social, and technical factors are crucial for future planning and making decisions in the Indian Super League (ISL). The use of environmental analysis is very important for the company to undertake because the company exist in external environment and in case changes taking place within it will not be adapted then it will affect the working condition of company itself. Hence, with help of PEST analysis ISL can analyse all the environmental changes and accordingly working and performance can be improved.

PEST Analysis

Political	Economical
· The All India Football Federation, or AIFF, and the Department of Sports and Youth Affairs have rules which impact the league's operations. · The success and development of the league depends on compliance to these regulations. · The country's political equilibrium guarantees an ideal setting for investment (Alshaibani, et.al, (2022). · Political turmoil or volatility might turn off advertisers and buyers, thereby which may have a bearing on the league's revenue. · The country's political stability provides an ideal setting for investment. · Political turmoil or volatility might turn away sponsors and supporters, which might negatively impact the league's budget. · The capacity of the competition to attract foreign players and buyers could be affected by its political interactions with different nations (*What is 'PEST Analysis 2023*). · Collaborations and labour transfer efforts can be enhanced by good relations between nations. Complying with all these laws will definitely help the company in improving its performance and try to earn more profits. · Political factors having had an enormous effect on the operations and growth of the Indian Super League (ISL). · The government's decisions and political atmosphere having had an enormous effect on the league's potential to attract investors and sponsors. · The league's structure and adherence to national football standards are shaped by its leadership of the league's relationship with regulatory organisations, mainly the All India Soccer Federation (AIFF). · Furthermore, the league's international height has been enhanced by the connections among India and other countries that help make it simpler to work together globally and arrange social matches and player exchanges (Entezari and Golroo (2023).	· The audience's buying power has a direct connection with India's economic development. Thus, with regards to current working environment, the buying power of consumer has increased and they have more interest in watching different matches. · A rise in disposable income is an indication of an economic boom, which may result in more fan engagement and opportunities for sponsorship. · The price of athletic activities and products are affected by region economic disparities. · To broaden the number of supporters across different socio-economic categories, this divide has to be overcome. · Sponsorship deals are influenced by the condition of the economy. Thus, when the economic condition are better then there are high chances of getting good sponsors. This in turn will help the company in increasing their investment as they will get more sponsors. · Businesses might decrease sponsorship expenditures during times of recession; this might have an effect on the league's sources of revenue. · Economic concerns have played an important part in establishing the ISL's financial health and continuity. · The leagues economic streams, such as revenue from tickets, sales at retail, and advertisements, have a complex relationship to the nation's financial system. · The purchasing capacity of the adherents increases in tandem with economic expansion, which influences the amount they are willing to spend on team merchandise and tickets to games. · Corporate advertisements, an additional significant source of revenue for the league, are additionally vulnerable to alterations in economy. · Companies might lower the cost of advertising throughout times of recession, thus might have a bearing on the league's sponsorship contracts and its financial health.
Social	Technological
· The social and cultural significance of football differs across Indian areas. This can be an opportunity because involving intercultural teams will increase interest of the people within the league. · For advertising tactics adapted to particular cultural tastes, it is essential to comprehend these intricacies. · Young people in India make up an important proportion of the football base of support. · For a long time interest, it's important to respond for their interests, such as online interactions and youth-focused events. · Fan engagement has evolved as a result of the development of online communities. · The league's contact and attractiveness can be raised by utilising social networking avenues for participatory marketing and marketing (Weimar, D., Holthoff and Biscaia (2021). · Social aspects include cultural and demographic aspects which influence the extent to which and involved fans feel regarding the league. · For marketing strategies to be successful, recognising local customs and customs is important. · Furthermore, the demographic structure of the follower base—particularly the young adult segment—is important. · Developing an enthusiastic following depends on the league's capacity to establish a relationship with younger demographics through innovative advertisements, suitable for children incidents, and educational outreach programmes (Cassil and Coombs (2020).	· Economic concerns have played an important part in establishing the ISL's financial health and continuity. · The leagues economic streams, such as revenue from tickets, sales at retail, and advertisements, have a complex relationship to the nation's financial system. · The purchasing capacity of the backers has a positive correlation with economic expansion that influences the amount they can afford to spend on team clothing and tickets to games. · Corporate advertisements, a further substantial source of income for the league, are additionally susceptible to shifts in economic conditions. · Companies might decrease their advertising costs throughout downturns in the economy; this might have an effect on the league's sponsorship contracts and its financial health. · The sports industry has been changed by advancements in technology, and they've offered up novel possibilities for fan engagement and efficiency in operations. · Digital streaming services have altered the game of the ISL by permitting supporters to stream games online and reach more viewers than just conventional television watchers.

Situational Analysis

For the improvement of the performance of the company it is very necessary that the effectively conduct the situation and analysis. The situational analysis will definitely help the company in improving the performance. This is particularly because of the reason that it will help the company identifying the current position and it right to find the different solutions to it. Hence, situational analysis will help ISL and improving the current position and try to work better in future.

Five Forces Analysis

Threat of new Entrants: Since there are a number of challenges, the danger of new transactions into the Indian football competition marketplace is quite small. The initial primary hurdle is the important initial expenditure needed to create a competitive team, build structures, and market the company's . Second, it can be challenging for emerging rivals to gain shares of the market since there already exist clubs with dedicated followings (Matovi?, (2020, September). The All Indian Football Federation (AIFF), the league's regulating the organism, additionally sets strict regulations and standards for involvement, which make it impossible for emerging clubs to comply with them. It can be hard for emerging rivals to pose an imminent danger to the existing ISL clubs because of these challenges taken combined.

Bargaining power of buyers: In the ISL, fans possess relatively little of bargaining impact. Fans may select what matches to tune in to or which organisations to root for, yet they will only be able to pick among the clubs which are presently in the league. Fan choices are affected by factors like team loyalty, local proof of identity, and individual loyalty. The league still needs to maintain to pay consideration to fan interests while still offering fair ticket and sale prices. In addition, such as fans in fun events, local events, and online platforms may boost their commitment and reduce the likelihood of losing them to alternative alternatives for entertainment.

Bargaining power of suppliers: The ISL gives coaches as well as players a lot of negotiation financial leverage. Transnational and local athletes with expertise and ability are essential for the team's survival. As a consequence, heavy salaries and perks are often agreed upon by coaches and players. Due to the ability to boost the league's description, foreign players, particularly those having broad acceptance, possess substantial negotiating borrowing (Köseoglu, et.al, (2020). Teams fight with each other to sign famous competitors, boosting their perceived worth. Creating successful teams while effectively controlling spending requires excellent negotiating with both coaches and players.

Threat of substitutes: There can be an average risk of ISL replacement. Though football fans hold additional choices, such as supporting different sports or European football tournts, the personal connection that fans make to their local squads and players renders viewing football an unforgettable occasion. The league could decrease the attraction of foreign leagues through focusing on cultivating localised support and offering fascinating games. Additionally, boosting all aspects of fan experiences will differentiate the ISL and decrease the amount of alternative through enhanced the overall in-stadium as well as digital fan encounters.

Competitive rivalry within the industry: Within the ISL, there is an a fierce rivalry. Teams are competing for top talent, supporters, and backing from the general public. The league's overall level is raised via fierce rivalry, drawing spectators and investors (Henry, (2021). Fortunately the competition requires continual creativity and strategic thinking. In order to gain an edge over their opponents, clubs spend money on searching, sports equipment, and advertising efforts. The achievement of the soccer league hinges on each side being able to stand out, both on and away from the playing field, with the goal attract many supporters and receive monetary support.

Strategic Group Analysis

Analysing the environment of competition within a field can be accomplished using the assistance of strategic analysis of teams. It is easier to recognise key competitors, their advantages and restrictions, and how competition operates at work through combining companies with identical plans and position in the market into tactical categories (Hitt, Irelan and Hoskisson, (2019). Through carrying out this research on the Indian Super League (ISL), one is able to comprehend the different strategies used by each team within the league.

Traditional powerhouse: Organisations having an extensive history and history in Indian football have been included in this category. This group comprises organisations like the Kerala Blasters and ATK Mohun Began. Substantial a participant groups for these organisations at times originate from previous clubs of football. The strategies they use centre on retaining possession of talented locals, focusing on regional backing, and building strong connections to the community. Such organisations frequently invest substantial expenditures in the development of young people, developing promising prospects in order to ensure a constant supply of capable athletes.
Celebrity driven Team: Certain clubs, like Mumbai City Soccer Club and FC the state of Goa are making it a priority to bring in renowned athletes and instructors from all over the globe to play for them (Lewtak, et.al, (2022). The strategies they employ concentrate around developing star-studded lists that entice in both viewers and marketers. These organisations invest a great deal of funds acquiring popular foreign athletes in an attempt to increase the league's popularity worldwide. They frequently involve internationally footballers in advertising campaigns, developing an individual company brand focused on superstar participation. With regards to the current issue of reducing celebrity preventive definitely help performance. This is particularly because of the reason that when the celebrity will be included within the team then it will develop the interest of fans and as a result of publicity of the team will take place.
Community centric clubs: Organisations that put considerable emphasis on societal and charitable initiatives belong in this category. For instance, Northeast Union FC and Jamshedpur FC, Their methods focus on performing charitable things, engaging part in community-building activities, and amateur sporting efforts (Pan, Huang and Gopal, (2019). Teams like these seek to make a positive effect on society whilst establishing an intimate connection with their supporters. They present itself as environmentally conscious companies by highlighting involvement in the community and neighbourhood pride in their advertising methods. Along with this community centre club will definitely help ISL in improving and attracting principles of this particularly because of the reason that when the pencil will be provided the community centre club then this will attract them and as the result of this the performance will be improved.
Youth development focus: Certain clubs, like Bengaluru City Football Club and the city of Hyderabad FC, are very focused on developing young talent. Their objectives centre around nurturing regional talent from younger ages and put an important priority on youth programmes and scout initiatives. To cultivate fresh talent, these organisations invest tremendous expenditures in coach people as well as instructional infrastructure. Their advertising tactics frequently include younger players' accomplishments, establishing a narrative of native brilliance and regional identity.
Business oriented teams: Certain teams have a very professional perspective on the league as a whole. They place an enormous value on business partnerships, income growth, and operational efficiency. These clubs, which include including Odisha Football Club and the Chennaiyin team FC, make investment in fan engagement tools, advertising analytics, and initiatives centred on data (Anand and Mantrala (2019). They often emphasise the league's potential for profit and potential for business in their advertising campaigns, which frequently focus on financial backers and investments.
Innovators in fan engagement: Teams that prosper at innovative engagement with fans strategies constitute this category of teams. The clubs notably FC Goa and Mumbai City Football Club FC, successfully utilise gadgets and communication channels. They developed unique participatory experiences for fans like mixed reality event preview and augmented reality arena excursions (Hafezi, et.al, (2020). These organisations create a unique bond with those who support them by using modern equipment, drawing in knowledgeable about technology crowds and enhancing every aspect of the supporter experiences.

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With the goal to rekindle people's enthusiasm for the Indian Super League (ISL), a variety of approaches needs to be implemented due to the dwindling involvement of fans. Strategic, aimed at, and imaginative approaches that go above and beyond the organization's conventional advertising methods are required to tackle the problem.

It is essential to make investments in grassroots programmes and initiatives that involve young people. The next wave of football fans can be developed by means of creating football institutions of higher learning, partnering with institutions for coaching initiatives, and organising regional tournts (Hou, Wang and Luo, (2020). The ISL may develop lasting affiliations by building connections with young backers right away, guaranteeing that fans are loyal in the years to come.
Improving the match day environment is crucial for attracting people to venues. Before games, supporter zones, interactive activities, and live performances can add an extra joyful atmosphere. Halftime concerts that are enjoyable and feature local musicians and performers may increase the standard of enjoyment. Furthermore, scheduling meet-and-greet activities involving the coaches and players may create unforgettable experiences and enhance fan relationships.
In the age of information, utilising online platforms is vital. The creation of a licenced ISL app with interactive functions, unique material, and immediate time match reports will keep supporters engaged even beyond the matches. Campaigns, difficulties, and fan surveys on social networks may encourage participation and foster the establishment of a vibrant internet community. The league's online impact can be grown by engaging celebrities and prominent individuals who are passionate about the sport of football.
It's essential to pay consideration to customer suggestions. Surveying, for example polling, and focus sessions can yield valuable data on fan pReferences. The league demonstrates how it respects the viewpoints of those who follow it by proactively embracing fan suggestions, such as match schedules, cost of tickets, and participation by fans efforts. In addition, encouraging inclusiveness by organising exclusive opportunities for supporters as well as relatives of individuals who have impairments will foster a feeling of belonging and increase the league's base of support.
Programmes for civic duty and active participation in the community might enhance the league's brand. The league might demonstrate its commitment to improving the community by partnering with neighbouring non-profit organisations, hosting environmental events, and funding educational programmes. The ISL could earn the esteem and respect of supporters through having a positive influence on the neighbourhood, creating an atmosphere of satisfaction amongst fans.
Plan interaction with fans events like promotional events, meet-ups, and congresses in different locations. Fans have the opportunity to engage with players, instructors, and other followers at these types of occasions. With these kinds of activities, a feeling of community develops, thereby enhancing the psychological connection that spectators feel with the game.
Create fan engagement programmes to honour devoted clients and followers. Special goods, VIP incidents, and even interactions between players on game days may all be deemed advantages. It produces a feeling of being part of something and encourages loyal backers to continue offering support as they feel recognised and acknowledged.
Engage renowned individuals and sports to act as league champions. Celebrity fans visiting activities, screaming for their preferred clubs, and communicating with following on the internet may all substantially improve the league's understanding. The league's popularity may have expanded outside regular football extremists due to its capacity to bring younger fans who admire these types of individuals.
In addition to this, other recommendation for improving the fan base of the company is to make use of vouchers. This is particularly necessary because adding different vouchers for the customers will definitely attract them to come and visit to the league. Thus strategy of using different vouchers and Cards will help and attractive fans towards the lead. This will help in increasing the base of fan as these vouchers will help them in attracting large number of consumer at a single time and this will help them in facing the intense competition as well.

Conclusion

By summing up the report the Indian Super League (ISL) is at a turning point where problems call for creative thinking and quick making choices. The league has to address this issue by putting money into developing the grassroots, establishing an equilibrium amongst international player recruitment and regional talent growth, and improving fan participation with digital initiatives and outreach to the community. Strategic alliances on a national and international level may improve the league's standards and attract additional fans and advertisers. The league's the capacity to adapt, be creative, and be sensitive to the evolving requirements of the sporting goods sector will prove essential to its continued success. The ISL offers an opportunity to create an original footballing environment that connects powerfully with backers throughout the nation through fostering an appreciation of society as a whole promoting responsible behaviour, and adopting technological advances. All of these initiatives will additionally boost awareness of the league but also significantly improve Indian football, maintaining an inheritance of excellence and enthusiasm for the next generation.

Reference

Books and journals

Alshaibani, W. T., Shayea, I., Caglar, R., Din, J., and Daradkeh, Y. I. (2022). Mobility Management of Unmanned Aerial Vehicles in Ultra–Dense Heterogeneous Networks. Sensors, 22(16), 6013.
Anand, D., and Mantrala, M. (2019). Responding to disruptive business model innovations: the case of traditional banks facing fintech entrants. Journal of Banking and Financial Technology, 3, 19-31.
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Entezari, M. S., and Golroo, A. (2023). A review on the impacts of connected vehicles on pavement management systems. International Journal of Pavement Engineering, 24(1), 2246093.
Florido-Benítez, L. (2022). International mobile marketing: A satisfactory concept for companies and users in times of pandemic. Benchmarking: An International Journal, 29(6), 1826-1856.
Hafezi, R., Wood, D. A., Akhavan, A. N., and Pakseresht, S. (2020). Iran in the emerging global natural gas market: A scenario-based competitive analysis and policy assessment. Resources Policy, 68, 101790.
Henry, A. (2021). Understanding strategic management. Oxford University Press.
Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2019). Strategic management: Concepts and cases: Competitiveness and globalization. Cengage Learning.
Hou, J., Wang, C., and Luo, S. (2020). How to improve the competiveness of distributed energy resources in China with blockchain technology. Technological Forecasting and Social Change, 151, 119744.
Köseoglu, M. A., Altin, M., Chan, E., and Aladag, O. F. (2020). What are the key success factors for strategy formulation and implementation? Perspectives of managers in the hotel industry. International Journal of Hospitality Management, 89, 102574.
Lewtak, K., Kanecki, K., Tyszko, P., Gory?ski, P., Bogdan, M., and Nitsch-Osuch, A. (2022). Ukraine war refugees-threats and new challenges for healthcare in Poland. Journal of Hospital Infection, 125, 37-43.
Matovi?, I. M. (2020, September). PESTEL analysis of external environment as a success factor of startup business. In ConScienS Conference Proceedings (pp. 96-102). Scientia Moralitas Research Institute.
Pan, Y., Huang, P., and Gopal, A. (2019). Storm clouds on the horizon? New entry threats and R&D investments in the US IT industry. Information Systems Research, 30(2), 540-562.
Parson, L., Steele, A., Tatum, K., Allison, M., and Weise, J. (2022). Identifying the Competencies of Air Force Ethical Leadership. Journal of Character and Leadership Development, 9(1).
Weimar, D., Holthoff, L. C., and Biscaia, R. (2021). A bright spot for a small league: Social media performance in a football league without a COVID-19 lockdown. European Sport Management Quarterly, 21(3), 421-442.

Online

A LOOK AT ISL'S GROWING AND EMERGING RIVALRIES', 2023. Online. Accessed through<https://www.indiansuperleague.com/features/no-love-lost-a-look-at-isls-growing-and-emerging-rivalries> accessed on: 05/10/2023.
SWOT Analysis: How To With Table and Example, 2023. Online. Accessed through<https://www.investopedia.com/terms/s/swot.asp> Accessed on: 05/10/2023.
What is 'PEST Analysis 2023. Online. Accessed through: < https://economictimes.indiatimes.com/definition/pest-analysis> Accessed on: 05/10/2023.