STEEPLE Analysis at MooMoo Shakes

Should MooMoo Shakes Go Global?

After several years of strong growth across the UK, MooMoo Shakes built its brand around bold flavours, colourful cups, and youth-targeted marketing. But with the UK government planning to expand the sugar tax to include milk-based drinks, MooMoo faces a difficult decision: reformulate its recipes and risk losing its identity, or look abroad for new opportunities.

The Expansion Idea: China

At a recent strategy meeting, MooMoo’s co-founders discussed potential overseas markets. One idea stood out: China.

  • With a huge population and a booming market for sweet beverages like bubble tea, China offers massive potential.
  • Young Chinese consumers are increasingly seeking fun, trendy, and indulgent drinks.
  • MooMoo’s marketing style and product lineup could appeal to this demographic.

However, entering a foreign market is risky. Cultural differences, legal challenges, and ethical expectations could all impact success. The Head of Strategy proposed conducting a STEEPLE analysis of the Chinese market to make an informed decision.

What is a STEEPLE Analysis?

STEEPLE stands for:
Social, Technological, Economic, Environmental, Political, Legal, and Ethical factors.

It is a strategic tool that businesses use to evaluate external influences in a market — helping them spot opportunities and threats before making major decisions.

Student Task: Help MooMoo Decide

Your task is to help MooMoo evaluate whether it should:

  • Stay in the UK, adapt its recipes, and pay the sugar tax
    OR
  • Enter the Chinese market with its current high-sugar product line and bold brand

To do this, complete the following:

Step 1: Conduct a STEEPLE Analysis

Research the Chinese market and complete a STEEPLE analysis focusing on:

  • SOCIAL: Consumer habits (S)
  • TECHNOLOGICAL: Tech infrastructure & payment systems (T)
  • ECONOMIC: Economic growth & income levels (E)
  • ENVIRONMENTAL: Sustainability pressures (E)
  • POLITICAL: Trade policies & political stability (P)
  • LEGAL: Business regulations & advertising rules (L)
  • ETHICAL: Views on child marketing & nutrition (E)

You can use a range of secondary research techniques but I would recommend starting with news articles, reports, and country profiles. When using AI, perplexity would be a good option as you can check the sources. 

Step 2: Make a Recommendation

Create a short presentation in small groups that answers the question below:

Should MooMoo stay in the UK and reform, or expand into China?

Justify your answer using insights from your STEEPLE research and market knowledge.