a. Competitive Environment - Identify Big Rock's main competitors (micro/macro) and determine what they are doing that might pose a threat or an opportunity for Big Rock. What are the competitor's strengths and weaknesses? What are their objectives? How does their operation compare to Big Rock?

b.  Regulatory Environment - Research the legal system in Alberta/Canada with respect to distribution of alcohol across provincial borders, drinking and driving, and so on. Identify any possible legal changes that might have an impact on the beer industry or on Big Rock specifically. 

c. Economic Environment - Conduct research on the current state of the Alberta/Canadian economy (GDP and economic growth rates) and consider economic forecasts. Current inflation and unemployment rates. Describe how the economic environment will impact Big Rock Brewery. 

d. Societal Environment - Consider Canadian society and perceptions/attitudes towards alcohol and beer consumption. Are attitudes changing or staying the same? What impact will this have on Big Rock Brewery?

e. Technological Environment - Consider technology and its impact on Big Rock. You may consider operational technology, marketing technology, social media and so on. Describe how technological change will impact Big Rock Brewery