1. Introduction KeepCup Company is an Australia private company, who are working in exporting reusable cups. KeepCup head office, which in Melbourne is recently exploring for the feasibility of introducing their product overseas to German. This business report provides a business analysis and consideration about the external environment in German. The purpose of this business report is to facilitate KeepCup in order to help the company to make decision for expanding their product exporting to German. The observation will go through on the political, economic, socio-cultural, technological and legal environment of German. Besides reporting the environment condition in German, this report provide analysis about the external environment in relation to KeepCup. In addition, this business report will highlight the strengths, weaknesses, opportunities and threats according to the external environment in German related to KeepCup. The recommendations on the suitableness of this expansion will be based on the SWOT analysis. The report found that expanding the product distribution to German is a good decision. The opportunities regarded to German’s external environment supersede the threats. The rapid growth in modern technology, highly economic growth, the socio-culture, also the political environment in German can be a convenience way for the company to operate in German. Also the similarity between Labor and Business Law in German and Australia are considered as opportunities for KeepCup. The threat is contrasted in the some differences in socio-culture. However, it is recommended that KeepCup expand their business to German by exporting their reusable cups because of these findings regarding the strengths, weaknesses, opportunities and threats for expanding to German. This business report will provide relevant and empirical information on the political, economic, sociocultural, technological and legal environments through out SWOT analysis that impact
