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Submitted by r00tie on September 5, 2007
Category: Business
Words: 1395 | Pages: 6
Views: 152
Popularity Rank: 78,225
Average Member Grade: N/A (Add a Comment / Grade this Paper)
Macroenvironmental Analysis.
Needs and Trends.
Needs
Customers and potential customers of Perdue have certain needs. They want fresh chicken meat, a high quality of the meat and tasteful meat.
Mega trend
In the chicken meat industry of Perdue, we can notice a very obvious trend. There is a mega trend noticeable of people wanting meat which is faster to prepare, home meal replacements, individually quick frozen items and products for the delicatessen.
This is a mega trend because it will probably last longer than 7 years. People want to prepare their food faster and faster because of the new lifestyle, more things to do, busier and more stress.
Major Forces.
There are a couple of major forces which can affect the marketing of Perdue. The company should always keep those forces in mind.¹
• The substantial speedup of international transportation, communication and financial transactions, leading to the rapid growth of world trade and investment.
• The movement of manufacturing capacity and skills to lower-cost countries.
• The move toward market economies in formerly socialist countries along with rapid privatization of publicly owned companies.
• The rapid dissemination of global lifestyles
• The growth of global brands across a wide variety of industries such as autos, food, clothing and electronics.
The macroenvironment exists of six major forces which the firm must monitor:
• Demographic
• Economic
• Social-Cultural
• Natural
• Technological
• Political-Legal
The demographic environment.
Perdue has to keep an eye on demographic trends. These trends are highly reliable for the short and intermediate run. The main force within the demographic environment is the population. We're going to analyze the demographic environment according to a couple of...
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