This report delves into the critical area of strategy development, examining three essential tools: PESTLE analysis, Five Forces model, and SWOT analysis. PESTLE analysis is explored as a method to evaluate the external macro-environment, encompassing political, economic, social, technological, legal, and environmental factors. The Five Forces framework, developed by Michael Porter, is then analyzed to assess industry attractiveness and profitability by examining competitive rivalry, supplier power, buyer power, the threat of substitution, and the threat of new entry. Finally, the report discusses SWOT analysis, which helps identify a company's internal strengths and weaknesses, as well as external opportunities and threats, offering a holistic view for strategic decision-making. The conclusion emphasizes the importance of these tools in achieving competitive advantages in the market. The report uses examples like Ryanair and Easyjet to illustrate the concepts.