1.0 Brief explanation of PESTEL

The PESTEL analysis framework is designed to provide business managers a useful tool to analysis and identify different macro-environment, then affect the business strategies and make business managers know how this factor effect business performance now and in the future.

The PESTEL framework including six types of environmental influences which are all important: political, economic, social, technological, environmental and legal. These factors are always be seen as independent.

“In conducting a PESTEL analysis, business managers may create strategies that take several macro-environmental factors into consideration, so that the strategy formulation process will be as sensitive to current and future environmental factors as possible.” (Business Mate.org,2010)

2.0 Introduction

2.1 History
The coffee tree café, the only place with traditional brew authentic white coffee of Ipoh, is the leading Malaysia food restaurant in Malaysia with a rapidly developing consumer brand and growing customer base.

Our café was founded by a group of young people who hold the warm heart to publicize the traditional Malaysia food and coffee. Our first outlet established in KLCC of Kuala Lumpur on 25, Oct 1999. Then we soon open chain shops in Penang, Melaka, Genting, Kuching, Kota Kinabalu and other major cities of Malaysia.

Now, over 12 years, The coffee tree café has grown into one of the largest family run coffee and traditional food companies in Malaysia. Along the way, our café, The coffee tree café, had become the model for a successful coffee and traditional food company.

2.2 Product range In our restaurant, we offer Malaysia traditional food and drinks. Our café open for 24 hours and offer breakfast, lunch, afternoon tea, and dinner. * Coffee: * Ipoh Original White Coffee including Ipoh Town enrich