Before launching the product, further analysis of the market environment is required. Given that this is a highly specialised medical product, requiring detailed knowledge of science, this analysis will be done in-house rather than by an external marketing firm. As recommended by Czinkota, Ronkainen, and Zvobgo (2011), a PEST/LE analysis will be performed. This sort of market analysis considers the political, economic, socio-cultural, technological, legal, and environmental opportunities and challenges that face a firm