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Our business case on creating new product (milk tea powder) and we are going to sell it on China. Our business case should contain (Feasibility analysis). In feasibility analysis we should Establish relevant macro-environmental factors relating to our business case using the PESTEL (political, economic, social, technological, environmental and legal) analysis. PESTEL analysis is a framework that is used to scan external macro-environment and look in detail at specific types of issues that frequently have an impact on implementation of the project/ initiatives. The term PESTEL (table 1) refers to the following: Political, Economic, Social, Technological, Environmental, and Legal PESTEL involves identifying the factors in each of these six factors that are relevant for the project being considered. It plays a significant role in value creation opportunities of a strategy. However, they are usually outside the control of the corporation and are generally considered as either threats or opportunities. It is important to consider that macro-environmental factors can differ per continent, country or even a region.


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