FEASIBILITY ANALYSIS OF THE COMPANY USING SWOT AND PESTEL METHODS

Abstract

The healthy food trend is increasingly popular, driven by increasing public awareness of the importance  of a  healthy  lifestyle.  Lite n'  Easy,  a  company  that provides  healthy food delivery services, ofers a solution for people who want to live healthy but are busy. This research aims to analyze the feasibility of the Lite n' Easy business using the SWOT and PESTEL methods.  This research uses a case study method at Lite n' Easy in Brisbane, Australia, for the period March to July 2024. Data was collected through observation and literature  study.  SWOT  analysis  is  used  to  assess  the  company's  internal  strengths, weaknesses, opportunities and threats, while PESTEL analysis is used to assess external factors such as political, economic, social, technological, environmental and legal factors that  influence  the  company's  operations  and strategy.  Based on  SWOT and PESTEL analysis, Lite n' Easy has the opportunity to develop in the healthy food market. However, companies need to overcome several weaknesses and threats to achieve long-term success. Strategies that Lite n' Easy can implement include emphasizing its commitment to providing nutritious and convenient food options, increasing its geographic reach, increasing brand awareness, and adapting to changing externalfactors.