This report provides a summary and analysis of implications of external environment, industry and competitive analysis done in Assignment 2 of Easy Eddy a three-piece modular paddle board that is designed by Artech Modular Paddle Sports (MPS). The Easy Eddy board connects into one piece to convert into a durable paddleboard that is differentiated from competitors. In this report, we will summarize how the external and internal environmental factors can impact the success of the marketing strategy and success of the new product launch.