Assessment One - Analysing Marketing Opportunities
Serial is a Sydney based company that has just launched a new breakfast cereal called Calorie Crunch. Serial aims to provide a healthy and convenient breakfast cereal that would appeal to an older target market. Calorie crunch is a low carb, low fat and low calorie cereal that contains organic dried fruits to provide a healthier and more environmentally friendly option for breakfast.
The purpose of this report is to analyse the current and future trends in the macro-environment that will impact upon the product.
The macro environment is made up of any external forces beyond the company’s control that will impact performance and planning. The macro environment consists of six main forces; Demographic, Economic, Natural, Technological, Political and Cultural which will be discussed throughout this report.
Demographic environment
Demographics are described as use of statistics to study the size, density, age, sex, race or occupations of the human population. Calculating trends from demographics can help to predict future trends which will provide information on target markets and changing structures. For example one structure that was essential when choosing the target market for the cereal was the changing age structure.
The Australian Bureau of Statistics show that the people aged over 65 in 1970 made 8% of the population; this increased to 13% in 2001 and is expected to increase further within the next 40 years to a point of almost doubling to around 25%. This drastic increase in the people aged of 65 and over is associated with the decrease in birth rates and the increase in life expectancy. Due to the rise in the age market and the future it was important to aim the...
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http://lowfatcooking.about.com/od/healthandfitness/a/10foodtrends.htm
http://www.activehealthycommunities.com.au/content/case-study-how-market-healthy-foods-make-profit-0
http://www.health.gov.au/internet/healthyactive/publishing.nsf/content/eating
http://www.australianmade.com.au/benefits/
http://ama.com.au/node/3033
http://www.ncbi.nlm.nih.gov/pubmed/9561644
http://www.ecoliteracy.org/downloads/linking-food-culture-health-and-environment
http://doyourpart.com/eco-news/cereal-in-recycled-packaging-could-harm-health/
http://www.heartfoundation.org.au/INFORMATION-FOR-PROFESSIONALS/DATA-AND-STATISTICS/Pages/default.aspx
http://www.daa.asn.au/
http://www.foodstandards.gov.au/consumerinformation/fortification/
http://www.legislation.nsw.gov.au/viewtop/inforce/subordleg+250+2010+cd+0+N
http://www.comlaw.gov.au/Details/F2007C00749/Html/Text#param4
1) Demographic is the statistics of the human population using variables such as age, income, education, religion ethnicity ECT.
Jacobsen, L. A., Kent, M., Lee, M., & Mather, M. (2001). America's aging population. Population Bulletin, 66(1).
As a nation Australia has an ageing population, it has been projected that Australia will see an 80% increase in population by 2050. The 80+ population group will grow by more than 200% or higher which will see 2.8 million Australians in this age group. (Byles, Kowal & Towers, 2014) This increase in the older age groups of the population will in turn...
An aging population is indeed a problem for the society and will possibly cause many social and economic difficulties in the future. According to David Foot (2003), professor of Economics at University of Toronto, an effective birth rate of 2.2% against current 1.75% will be necessary to replace the current work force in the near future and the government’s policy of bringing in more immigrants will eventually fail (Foot, 2003, 2). However some people predict that the increased size of an aging population will drive growth in the home, health care, and many other industries resulting in job creation and economic growth (Marketwire, 2013, 1). Majority of the people are of the opinion that the issue will be mainly in the health care and economic activity. As humans age, they start to develop health problems, leading to more visits to a medical clinic putting extra burden on health care system.
Roxie Photography is a photography business located in Fort Wayne, Indiana. Roxie Photography specializes in Newborn Photography and Boudoir Photography. The company is new to the Fort Wayne Area, having moved to the area from Guam. Roxie Photography owns a physical location, on East State Boulevard. The company currently offers two services, Boudoir sessions and Newborn sessions. Roxie Photography’s main focus is on the Boudoir service.
After World War II ended in 1945, veterans returned home to get married and start families which resulted in a “baby boom.” This generation, which has been dubbed “Baby Boomers,” was born between 1946 and 1964. In 2011 this generation will begin to reach age 65, which is a pivotal age for senior adults. In 2050, the number of Americans aged 65 and older is projected to be 88.5 million, more than double its projected population of 40.2 million in 2010. The baby boomers are largely responsible for this increase in the older population, as they will begin crossing into this category in 2011. (US Census Bureau, 2010). With our population shifting to an older demographic, ageism will weigh heavily on our society and the importance of researching, discussing and finding solutions to ageism will come to the forefront.
The existing U.S. population is over 315 million and rising. In the year 2030, 72 million Americans will be 65 or older, a 50 percent change in age demographics since the year 2000. The change is primarily due to the aging baby boomers, who were born at the end of World War II. Americans are living longer than ever befo...
In the twentieth-century, the distribution of the population was 3 tiered and there was a large number of younger people than older people. Now in 2016 the population structure is difference because of a result of the decrease in fertility and the steady increase of life expectancy among individuals. In 2006 a low percentage of the population consisted of young people under the age of 15. There was also a low percentage of individuals 65 years and over. There was a high rate of people between the ages of 15-64. At these rates the population shows a projection of the elderly that may well exceed the population of children and young adults. Over the next 50 years the work group will consist of individuals which are similar to what it looked like in the 1960s. The aging of baby-boomers has caused a decline in the number of young adults compared to those individuals retiring. Canada is considered to be one of the youngest industrialized countries in the world. They have fewer senior citizens and more people in its population. The minority population of Canada has elevated and the number of people belonging to a minority group went from 1 million to 4 million. By 2017 the minority population is going to reach 7 million which will represent 1Canadian to
life expectancy. Between 1994 and 2014, the proportion of the population aged 65 years and over has increased from 11.8% to 14.7% and it is projected to increase more rapidly over the next decade. (Australia Bureau of Statistics 2014)
The Australian government will increase the age pension from 65 to 70 by 2035(Australian Department of Human services [AU]). This announcement has lots of challenges for Australian people who are under 50; some people support the rise and find it beneficial for the future economical life. However, others are against the announcement as it has lots of concerns for their future plan, as they have to work longer to save more for their retirement. The current population ageing put pressure on the young workers who support retirees and their families, at the same time it affect the economic development. So the rise of pension has advantages and disadvantages on the future life standard of most Australians. It is beneficial decision from the government to provide a productive and qualified future life.
According to the Australian Bureau of Statistics, the present median age of Australian population is 37.3 years (30 June 2013) which has increased by 4.3 years over the last two decades, from 33.0 years at 30 June 1993. The proportion of people aged 65 years and over has increased from 11.6% to 14.4% at the same period of time. The percentage of population aged 85 years and over has almost doubled from 1.0% of the population at 30 June 1993 to 1.9% of the total population at 30 June 2013. Within this time frame the number of centenarians (persons aged 100 years and over) has increased by 271%. The Intergenerational Report (2010) has predicted that the older population (65 to 84 years) is expected to more than double and very old people (85 and more) is expected to
Australian Government Department of Health and Ageing. (2012). Living Longer. Living Better. Aged Care Reform Package (technical document). Retrieved from www.health.gov.au/internet/publications/publishing.nsf/ Content/63AB242EFDCFCD73CA2579F3000C7E8A/$File/AGED%20CARE%20 REFORM%20PACKAGE.pdf.
Australia’s aging population is mainly the result of a boom in fertility rates during the post WWII period, also with an increase in life expectancy rates present at birth. However, as our aged population grows so does the number of higher risks for certain illnesses and diseases. In Australia, there are an increased percentage of aged people who are living with chronic illnesses and disabilities, which raises the demands for specific health care services, impacting on our health care system. With the high demands for the health-care services, there is a lack in financial resources in order to provide for these services, along with shortages within the workforce.
1. Demography is a discipline in Ecology that deals with population measures such as, age, size and overall structure are critical to demographic work. Demography is used to help understand a populations growth pattern, although not all individuals are the same age and size or have the same survival and birth rates. Demography allows for greater depth and detail of a populations structure to be characterized and analyzed.
One must look at the economic environment and how it will affect the launch of the product. One must look at: