You work for the Winnipeg-based NFI Group (TSX: NFI). This global transportation solutions provider manufactures electric and hydrogen electric buses. Not only is it partnering with cities of Mississauga and Winnipeg (McCarthy, 2021) to offer cleaner transport, it can help any municipality or region achieve UNSDGs 7, 11, 12, 13, 17. Its zero emission fuel-cell buses are part of the Canadian technology that powers half the fuel-cell buses on the road around the world (McCarthy, 2021).

As Canada's own hydrogen strategy predicts a $30B domestic industry by 2030 (Canada, 2020), the marketing team at NFI also wants to keep an eye on other countries.The team needs your help.

It is asking you to assess a foreign market, by researching the key political, economic, social, technological, legal, and environmental (PESTEL) trends in it, and stating the impact of these trends on the B2B demand for its products.It also wants you to organize these impacts as opportunities (O) or threats (T). Since it is a publicly listed company, it wants to study its most important strengths (S) and weaknesses (W), and combined with opportunities and threats, visualize a SWOT.

Based on this, you must conclude with recommendations, any assumptions in your research, and next steps for the organization.