1. Political
1.1. Positives
1.1.1. No dramatic changes expected, e.g. not a likely leave of EU
1.1.2. Positive tax policies on importing, No big import tax
1.2. Negatives
1.2.1. Many different political parties who's influence differs every election. Harder to figure out what politicians want
2. Social
2.1. Positives
2.1.1. Diverse, multicultural
2.1.2. Over 50% of households buys of over 1700 fair trade products
2.1.3. Max havelaar, first fair trade organization
2.2. Negatives
2.2.1. ageing population, older people less interested in 'new' things like Fair trade coffee
3. Legal
3.1. Positives
3.1.1. Patent law will protect our product well if it becomes popular
3.2. Easily accessible court
3.3. Negatives
3.3.1. Strict patent laws, careful not to get sued for some reason
4. Economical
4.1. Positives
4.1.1. stable
4.1.2. slowly growing
4.1.3. Euro will probably raise in value again over time
4.2. Negatives
4.2.1. Euro not too strong at the moment, makes importing less appealing
4.2.2. Euro could also crash in the eventuality another country leaves the EU. although that is not very likely to happen anytime soon
4.2.3. Import VAT rate of 7.50%, unless only importing Beans and roasting in the EU