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EXTERNAL ENVIRONMENT
A. Societal Environment
• Economic
• Amount of disposable and discretionary income from the domestic and international markets (O)
• Volatile international business environment made it difficult to effectively manage international operations (T)
• Must cater to different customer preferences in the international arena (T)

• Technological
• Political-legal
• Volatile political environment in the Middle East created serious problems (T)
• Faced criticism from Non governmental organizations (T) (NGOs)—urged company to acquire certified coffee beans
 Ensure that those coffee beans were grown and marketed under certain economic and social conditions
• The existence of political risk (T)
• Licensing issues (T)

• Socio-cultural
• Diet conscious consumers (O)
• Consumers enjoy drinking coffee while visiting bookstores and other places—opportunity for cooperative ventures (O)
• Foreign markets with different preferences and......

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Approximate Word Count: 488
Approximate Pages: 2 (250 words per double-spaced page)

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