You are a management consultant who has just been hired by Lyft. Lyft provides a ridesharing service to consumers. They are looking to expand into cities and towns starting with Calgary and Edmonton. You are expected to assess the Alberta environment as it relates to ridesharing services and provide important information to help Lyft decide whether they should expand into Alberta. You are required to construct a PESTEL analysis and a Porter's Five-Forces Plus One Analysis to help Lyft make an informed decision about their expansion plans.

Provide Reference