Consider a case of a new researcher that does not know well all possible journals and has no access to human advice (from colleagues). (please do not comment that this is the best - out of scope of the question!)
Or one journal rejected the paper and the author is looking for outside the box candidates.
Possible examples:
1. E.g., in medicine, one can use this tool (ETBLAST) by submitting full text of the article http://etest.vbi.vt.edu/etblast3/
Some journals even require top 3 similar papers (found by ETBLAST) to be pasted into a form during submission (making sure authors well addressed related literature).
2. Or Elsevier JournalFinder service.http://journalfinder.elsevier.com/
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