Read the entire article “WE ARE KNITTERS: CRAFTING A RESILIENT DIGITAL BUSINESS”
Before writing this essay
1. Conduct an external analysis:
a.  Analyze the macro, or general, external environment using the PESTLE framework.

b. Given the above analysis, what are the key opportunities and threats in the external environment facing competitors in the industry? How well are We are Knitters (WAK) positioned? (10 points) 1 page use the PESTLE listed below when writing part a) of the paper

PESTLE

Political: the pandemic caused barriers to getting supplies and sending out shipments because of other countries' restrictions.
•Trade agreements and tariffs affect the international supply chain plans

Economic: pandemic effects. , how much are consumers spending, inflation rates (affects costs of materials/product ), fluctuations in exchange rates
•Because of the pandemic, consumers' disposable income was lower which could have an impact on sales, but the pandemic also caused an increase in sales for some because of boredom.


Socio-cultural: Consumer trends regarding handmade/sustainable products (for knitting), shift in demographics (aging population) (ppl might not want to knit)
•In Spain there was no culture of entrepreneurship (that’s why they focused on selling outside of Spain)
•The main customer group was women aged 25 and 35 and were new to knitting

Technological :
 Social media trends (based mainly online) ,
•Developments in E-commerce platforms, mobile technologies, and data analytics

Legal:  Production laws(labor/employment laws) ,  imports/export laws

Environmental: The kits were made of high-quality yarn made with 100% natural fibres. And all packaged in a recyclable paper bag,