Question 1:

STEEP Analysis of COALA Mattress Company ( Australian Company):

Step 1:

Social: What social trends may have provided opportunities or constraints for the case company?

The path to net zero, purpose outweighs profit

Technology: Have trends in technology provided either an opportunity or constraint for the case company?

Digital shift, augmented reality, 3d printing

Economic: How has the economic trends affected the case company either by supporting the opportunity or providing a constraint?

Growth in Australian GDP, increased demand for furniture due to COVID restrictrictions

Environmental: Are there environmental trends that seeded the opportunity or constrained the case company?

Climate change, climate action

Political: Have political trends influenced the opportunity or constrained the case company?

Taxes, tariffs for exporting furniture, environmental law, IP protection laws

Step 2.

Once you have collected some ideas then turn to the web to conduct some research and tap into any existing knowledge. What evidence can you find to support your ideas of the influencing trends? Can you find public reports or research papers that suggest and support the trend? Are there newspaper or other forms of media including social media that may be relevant to your case company's situation? Are there other trends taht become apparent is you search your areas of interest?