1.1. Industry Overview and Product Description. With time goes by, public’s environmental awareness is exists and develops very well especially in these three decades years. Reduce pollution and improve energy efficiency are two highly significant things. In this case, the green energy becomes more and more popular. When people use Green Kinetic Ltd product, their physically movements generate electricity through superconductive dynamos and do not effect by weather. At the same time, the products also have the wind dynamos to generate electricity as their back up option. 1.2. Company’s Micro and Macro Environment. 1.2.1. Micro Environment 1.2.1.1. Market intermediaries Through the information it can be found that the products of Green Kinetic Ltd are much more convenience and also have a better performance. For example, their dynamos are easy to wear on body or carry in bag and also do not affect by weather. The outstanding products need the superior market intermediaries to promote and sale to customers. When they promote and sale, they can get the feedbacks from customers and report back to the company. According to the feedbacks company can analysis and make a plan for the next phases. 1.2.1.2. Competitors Competitors have both negative and positive effects. For Green Kinetic Ltd, there are lots of competitors in the market. They all produce green and clear dynamos to generate electricity for customers. More competitors in the market, the sales revenue and the future development of Green Kinetic Ltd will have risks to decrease and slow down. This is the negative effects of competitors. At the same time, the positive effect is that if the company wants to do much better than the competitors, especially when customers compare their products with other companies’ products, the Green Kinetic Ltd have to improve their quality of the products, performance of products and also the service, especially the after-sale service. 1.2.2. Macro Environment 1.2.2.1. Technological To improve the competitiveness of the company, it is necessary to raise both technical equipment level and the technology level. Green Kinetic Ltd has the more advanced technology in the market. Size of the products is easy to carry on and it can work in any weather. Lots of competitors are suffering from the backward technique and equipments. In this case, Green Kinetic Ltd has more opportunity to attract more customers and develop itself. Melbourne is superior in advanced information and communication technology. The majority of citizens have access to the internet and Green Kinetic Ltd can successfully harness this communication tool for conducting business through online marketing. 1.2.2.2. Political Australian governments are much more encourage more business to develop green and clear energy and recommend public to use especially in these years. Melbourne enjoys a stable political environment that is characterized by peace. There are no reported cases of conflicts in this city since these can negatively impact on the viability of business. This gives Green Kinetic Ltd the green light to invest in this city since its business operations will not be disturbed by conflicts. 1.2.2.3. Economic According to Invest Victoria (2016), Melbourne is an affluent society where a two income family with children earns weekly income of A$2,346 while 32 % of one person households have a weekly income of between A$300 – A$599 and more than 30 % of the residents in this city earn above A$1,000 per week. This shows that the economy is stable such that Green Kinetic Ltd can be in a better position to sustain its operations. Reference List. Invest Victoria, 2016. “Greater Melbourne Demographics.” Retrieved from: http://www.invest.vic.gov.au/resources/statistics/greater-melbourne-demographics Australia Government, 2016. “Green Energy” Retrieved from: http://www.australia.gov.au/information-and-services/environment/energy