Strategic marketing plan is very important to improve a business performance, achieve sustainable profitability and occupy a competitive position in an industry. Making a strategic decision which is the first and the critical phase in a developing strategic marketing plan is influenced by many factors that need further analysis in order to make the right decision. Moreover, These factors are divided into two categories: macro environmental factors and internal environmental factors .Porter’s five forces model, PESTLE, GE Matrix, BCG matrix and SWOT analysis is a list of aid tools that can be used in purpose of analysing the factors and obtain strategic marketing plan. The given paper aims to provide further details about both of PESTLE framework and Porter 's Five Forces model which are used to analyse the macro environmental factors, focusing on, the usefulness of each one, the considerations of application, the connection with other tools and the ability of each one to address a real marketing issue.
PESTLE framework and Porter 's Five Forces model are very useful tools in order to analyse the macro environmental factors or the outside forces that influence the performance of an organization in a particular industry. In terms of giving an overall picture about the marketplace situation, PESTLE approach is the best choice; thus, it relies on analysing set of external factors such as political, economic, sociocultural, technological, legal and environmental factors.