Macro and Micro Environment Analysis: St. Peter's Brewery

LAUNCHING THE COMPANY'S PRODUCT BASED ON THE NEW INTERNATIONAL MARKET: A CASE STUDY OF CHINA, ASIA
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Introduction
St. Peter's Brewery is an independent brewery that was founded in 1996 by John Murphy. The company is located in Suffolk in England. The organization's type of business is alcoholic beverages. Recently, the company decided to have a new product under its name. The company produced a new brand of non-alcoholic Kraft beers, lagers, and ales, which surprisingly taste like real alcohol with zero percent alcoholic content. Its products are brewed exclusively using organically grown malted barley and hops. It has the taste of citric and biscuit flavors. The product was launched in 2016 specifically for those who like the taste of alcohol but cannot drink. This product may be popular in England, but to make the product dominate the world market across Asia, Europe, United States, and South America, various marketing strategies have to be considered.
Macro and Micro Environment Analysis
Macroenvironment Analysis
The macro-environment consists of variables beyond the company's control but needs analysis to realign marketing strategy to shifting business environments. The macro-environment's key factors are economic, political, social, technological, legal, ethical, demographical, regulatory, and ecological. Two frameworks are reviewed to conduct a country's market environment analysis as a new international market for its brand: SLEPT and PESTLE analysis.
SLEPT is a framework used to evaluate the external forces that might have an impact on a project. It stands for economic, social, legal, environmental, political, and technological aspects. It involves a company considering the external environment before starting a venture. Under political factors, a company must consider how a government's regulations and policies may affect the economy. Moreover, certain factors such as political stability also play a part in giving the company a stable business environment. In Asia, China is a stable state; hence its political stability is conducive for organizations to thrive, unlike countries like Iraq or Iran. Therefore, in Asia, politically stable countries are more conducive for new businesses than unstable states.
Regarding economic factors, a rise in the inflation rate of any economy would greatly influence the way companies price their products and services. Moreover, it would affect the consumers' purchasing power and change the economy's demand and supply models (NITANK & Dr. M.K, 2016, p.385). Economic factors include inflation rate, foreign exchange rate, interest rates, foreign direct investment (NITANK & Dr. M.K, 2016, p.385).
Sociological factors consider all the events that influence the market and community. These events include population dynamics, among others. China as a country has a population of over 1.35 billion people. Such a population is a lucrative market for any product that is socially acceptable for the community. However, this is easier said than done because penetrating such a market could host other problems.
Technological factors must also be considered, especially if an organization considers launching its product in another country. T...