Launch of a new concept in Tokyo (Japan) in March 2020: The Cheese Bar! The Cheese Bar offers different types of cheese and are all organic, made in Japan (with added local flavors) and served with a green organic salad during lunch time. The cheese of your choice is simply served (melted or not) with a toasted bread and comes as alternative for the current sandwiches. Behind each cheese, there is a short story (Origin of the milk, the farmer and its passion). The Fast-food market is still appreciated by consumers and is expected to grow to 7% from 5% (2019-2023). The offering from the Cheese Bar concept is more expensive (Based on the quality of the ingredients) than the current fast food's offer but the teams are determined to make this concept successful. Japan is considered a super aging country. An aging population requires some special nutritional needs: good source of calcium is important but up to an optimal consumption, Indeed, the cheese can contain a high level of saturated fat. A few campaigns have been launched by the government to encourage adults to eat more healthily and still supports the consumption of Dairy products. Moreover, the latest statistics showed an obesity increase. Additionally, a recent survey was showing an increasing demand from consumers for transparency, healthier and local products. The Cheese Bar was very popular once it opened but it had to close for a couple of months due to Covid-19. Indeed, during this time, many people were made redundant. a. Briefly explain what the difference between macroenvironment and microenvironment is. b. Analyze the macro environment by focusing (ONLY) on the "p" (Political) and "E" (Economical) of PESTLE (Opportunity or/and Challenge) c. Analyze the micro environment by focusing (ONLY) on the Customers (Opportunity or/and Challenge) and Competitors (Opportunity or/and Challenge) MK1201 - FALL 2022 - MACRO/MICRO ENVIRONMENT