# How to Conduct SWOT and PESTLE Analysis for Market Research Using PM Skills

> Master market research using PM skills. Learn to conduct SWOT and PESTLE analysis efficiently with specific commands for actionable insights and strategic planning.

- Repository: [Pawel Huryn/pm-skills](https://github.com/phuryn/pm-skills)
- Tags: how-to-guide
- Published: 2026-06-17

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**To conduct SWOT and PESTLE analysis for market research using PM Skills, execute the `/market-scan` command for a comprehensive multi-framework report, or invoke `/swot-analysis` and `/pestle-analysis` individually with your product context and market details.**

PM Skills is a command-driven toolkit that treats strategic frameworks as executable skills. The phuryn/pm-skills repository provides markdown-based skill definitions and command orchestration files that guide you through structured market research analyses, generating ready-to-use reports without manual formatting.

## Understanding the PM Skills Architecture

PM Skills operates on a modular architecture where analyses are defined as **skills**—self-contained markdown files that specify inputs, logical steps, and output templates. These skills are orchestrated by **commands** that can chain multiple analyses together.

### Skill Definitions for SWOT and PESTLE

Individual analysis frameworks are defined in [`SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/SKILL.md) files under the `pm-product-strategy/skills` directory. Each file contains:

- **Metadata**: Framework description and purpose
- **Input Requirements**: Contextual questions (lines 18-24 in both [SWOT skill](https://github.com/phuryn/pm-skills/blob/main/pm-product-strategy/skills/swot-analysis/SKILL.md) and [PESTLE skill](https://github.com/phuryn/pm-skills/blob/main/pm-product-strategy/skills/pestle-analysis/SKILL.md))
- **Execution Steps**: The logical flow for completing the analysis (lines 25-80 for SWOT, lines 27-92 for PESTLE)

### Command Orchestration

The [market-scan command](https://github.com/phuryn/pm-skills/blob/main/pm-product-strategy/commands/market-scan.md) orchestrates multiple skills—including SWOT, PESTLE, Porter's Five Forces, and Ansoff Matrix—into a unified workflow. This command (lines 57-102) coordinates sequential execution and aggregates outputs into a single comprehensive report.

## Executing SWOT and PESTLE Analyses

You can run analyses either individually for focused research or combined for comprehensive market scanning. The PM Toolkit runtime parses the skill definitions, prompts for required inputs, and renders structured markdown outputs.

### Running Individual Analysis Skills

For targeted analysis of specific strategic dimensions, invoke individual skills directly. The runtime will request product descriptions, market contexts, and specific concerns based on the skill's Input Requirements section.

### Running the Comprehensive Market Scan

For complete market research, use the orchestrated command that executes multiple frameworks sequentially. This approach ensures consistent context across all analyses and produces a unified report suitable for stakeholder presentations.

## Code Examples

Use these commands in the PM Toolkit console or any integrated chat interface supporting the PM Skills runtime.

### Full Market Scan Command

Execute a comprehensive analysis combining SWOT, PESTLE, Porter's Five Forces, and Ansoff Matrix:

```text
/market-scan EdTech market for corporate learning

```

The toolkit prompts for product details, then executes `swot-analysis` → `pestle-analysis` → `porters-five-forces` → `ansoff-matrix`, producing a combined markdown report.

### Standalone SWOT Analysis

Run only the SWOT framework for assessing strategic positioning:

```text
/swot-analysis SaaS HR platform – assessing Q4 roadmap

```

The engine follows the steps defined in lines 25-80 of the SWOT skill, returning a markdown table with Strengths, Weaknesses, Opportunities, Threats, and actionable recommendations.

### Standalone PESTLE Analysis

Execute macro-environmental analysis for regulatory reviews or market entry:

```text
/pestle-analysis FinTech product – preparing for regulatory review

```

This invokes the PESTLE skill (lines 27-92), requesting inputs for Political, Economic, Social, Technological, Legal, and Environmental factors, then outputs a factor-impact table.

### Saving Results

All commands conclude with an option to save the generated markdown. Copy the output to a file for documentation:

```text
Save as market-scan-edtech.md

```

## Key Files and Source Locations

These files define the complete workflow for market research analysis in the phuryn/pm-skills repository:

| File | Purpose | Location |
|------|---------|----------|
| SWOT Skill Definition | Defines framework steps, input prompts, and output template | [pm-product-strategy/skills/swot-analysis/SKILL.md](https://github.com/phuryn/pm-skills/blob/main/pm-product-strategy/skills/swot-analysis/SKILL.md) |
| PESTLE Skill Definition | Specifies macro-environmental factors and analysis structure | [pm-product-strategy/skills/pestle-analysis/SKILL.md](https://github.com/phuryn/pm-skills/blob/main/pm-product-strategy/skills/pestle-analysis/SKILL.md) |
| Market Scan Command | Orchestrates multi-framework analysis workflow | [pm-product-strategy/commands/market-scan.md](https://github.com/phuryn/pm-skills/blob/main/pm-product-strategy/commands/market-scan.md) |
| Repository README | Overview of all available skills and commands | [README.md](https://github.com/phuryn/pm-skills/blob/main/README.md) |

## Summary

- **PM Skills** uses markdown-based skill definitions to execute structured analyses through command invocation.
- **SWOT and PESTLE** analyses are defined in their respective [`SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/SKILL.md) files under `pm-product-strategy/skills/`.
- **Individual execution** uses `/swot-analysis` or `/pestle-analysis` commands with product context arguments.
- **Comprehensive research** uses `/market-scan` to run SWOT, PESTLE, Porter's Five Forces, and Ansoff Matrix sequentially.
- **All outputs** are generated as structured markdown ready for presentations or product briefs.

## Frequently Asked Questions

### What is the difference between running individual skills and the market-scan command?

Individual skills execute single frameworks (SWOT only or PESTLE only) with focused questioning and specific output formatting. The `/market-scan` command orchestrates multiple skills sequentially, maintaining context across analyses and aggregating SWOT, PESTLE, Porter's Five Forces, and Ansoff Matrix into a single comprehensive report.

### How do I customize the SWOT or PESTLE analysis questions?

Because skills are pure markdown files, edit the [`SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/SKILL.md) files directly in the repository. Modify the Input Requirements sections (lines 18-24) or the execution steps to adjust questions and output formats without modifying any runtime code.

### Where are the analysis outputs saved?

PM Skills generates markdown output directly in the interface. After execution, copy the rendered text and save it to your local file system using standard text commands (e.g., `Save as analysis.md`). The toolkit does not automatically write to disk; you control the destination and filename.

### Can I run these analyses without the PM Toolkit runtime?

The skill definitions ([`SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/SKILL.md) files) contain the full logical framework and prompts, but they require the PM Toolkit runtime to parse the markdown, execute the interactive questioning, and render outputs. Without the runtime, you can manually follow the steps outlined in the files, but you lose the automated orchestration and formatting capabilities.