The major near environmental factor that affects Seeka Limited is the supply of labour. An analysis of the New Zealand market reveals that during the seasons when the production of kiwifruits is high, particularly from around March to June every year, there is often a shortfall in the supply of labourers who can help in the picking and packaging of these fruits. For example, Motion (2018) observes that in May 2018, the New Zealand Ministry of Social Development declared that despite the kiwifruit farmers preparing for a bumper harvest of this fruit in June 2018, there was a need to recruit an additional 1,200 workers to pick and pack these fruits. The limited availability of workers during seasons of harvesting kiwifruits posed a serious challenges to Seeka Limited in the sense that some of this company’s fruits were unable to rich the market in fresh conditions, leading to either total wastage or low prices.
影响Seeka Limited的主要近环境因素是劳动力供应。对新西兰市场的分析表明，在猕猴桃产量较高的季节，特别是每年3月至6月左右，能够帮助采摘和包装这些水果的劳动力往往短缺。例如，动议（2018年）指出，2018年5月，新西兰社会发展部宣布，尽管猕猴桃农民正在为2018年6月猕猴桃的丰收做准备，但仍需要额外招聘1200名工人来采摘和包装这些水果。在收获猕猴桃的季节，工人数量有限，这给Seeka有限公司带来了严重的挑战，因为该公司的一些水果无法在新鲜条件下丰富市场，导致总损耗或低价格。
Justification and analysis of the chosen country 所选的理由和分析
Despite the near environmental factor posing a serious challenge to the Seeka Limited, this company needs to focus on expanding its operations to international markets, particularly to China, which as one of the leading importers of kiwifruits in the world. In their analysis of why firms internationalise their operations, Czinkota, Ronkainen and Ortiz-Buonafina (2004) identify the need to expand their market base, profit advantages, the need to establish new markets for surplus products and the rising competition in the local markets as some of the factors that motivate firms to expand internationally. Whereas there are numerous benefits that firms could achieve by expanding into international markets, they need to consider different market environmental factors that could affect their operations and as such their success in these markets.
尽管近环境因素对Seeka有限公司构成了严重挑战，但该公司需要专注于将其业务拓展到国际市场，尤其是中国，中国是世界上猕猴桃的主要进口商之一。Czinkota、Ronkainen和Ortiz Buonafina（2004年）在分析企业国际化经营的原因时指出，需要扩大其市场基础、利润优势，为过剩产品建立新市场的必要性以及当地市场竞争的加剧是促使企业进行国际扩张的一些因素。虽然企业可以通过扩展进入国际市场而获得许多好处，但它们需要考虑不同的市场环境因素，这些因素可能影响它们的运营，从而影响它们在这些市场中的成功。
With this in mind, a PESTEL analysis of China as the major target market that Seeka Limited needs to establish its operations reveals a number of issues. To begin, despite adopting a socialist approach to economic development, China is one of the countries in the world with a significantly stable political environment. In reference to Sussangkarn, Park and Kang (2011), despite China going through significant political and economic reforms since 1978, this country has managed to maintain a stable political environment as a way to support and actualize these reforms. Furthermore, de Villa, Rajwani & Lawton (2015) observe that China has a strong political influence in the Asian regions and as such, it is capable of making political decisions that favours the growth and development of businesses operating within its economy with ease. Therefore, Seeka Limited should expect limited disruption of its operations in this market because of political instability. While this is the case, the company should also expect to deal with limited political freedom and as such, Seeka Limited may find it difficult to speak against aspects such as violation of human rights, particularly from a political perspective.
考虑到这一点，PESTEL对中国作为Seeka Limited建立业务所需的主要目标市场的分析揭示了一些问题。首先，尽管中国采取了社会主义的经济发展方针，但中国是世界上政治环境非常稳定的之一。参考Sussangkarn、Park和Kang（2011），尽管中国自1978年以来经历了重大的政治和经济改革，但该国还是成功地保持了稳定的政治环境，以此来支持和实施这些改革。此外，de Villa，Rajwani&Lawton（2015）观察到，中国在亚洲地区具有强大的政治影响力，因此，中国能够轻松做出有利于其经济范围内业务增长和发展的政治决策。因此，由于政治不稳定，Seeka Limited预计其在该市场的运营会受到有限的干扰。在这种情况下，该公司还应处理有限的政治自由，因此，Seeka limited可能会发现很难针对侵犯人权等方面发表意见，特别是从政治角度。
Similarly, with regard to its economic environment, China has since 1978 formulated and implemented reforms that promote its economic growth and development. In reference to Gay (2016), China is the second largest economy in the world with a GDP per capita income of NZ$12010.12. Apart from a stable economic environment, it is also important to observe that the China’s economic policy support Foreign Direct Investment, which is perceived as a way for its economy to achieve its economic growth and development objectives. Therefore, through investing in this market, Seeka Limited with not only be able to find a market for its products, but it will also be in a position to achieve significant growth within a short period of time. However, being an economically stable market, this company should also expect a rise in competition within a number of years because of the attractiveness of this market.
同样，在经济环境方面，中国自1978年以来制定并实施了促进经济增长和发展的改革。根据Gay（2016），中国是世界第二大经济体，人均GDP为12010.12新西兰元。除了稳定的经济环境外，还必须注意中国的经济政策支持外国直接投资，这被视为中国经济实现经济增长和发展目标的一种方式。因此，通过投资该市场，Seeka Limited不仅能够为其产品找到市场，而且能够在短时间内实现显著增长。然而，作为一个经济稳定的市场，由于该市场的吸引力，该公司还应预计在若干年内竞争会上升。