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QUESTION No 1 Discuss the macro environmental influences on Sunshine Apples The organisations macro-environment consists of six major forces that shape opportunities and pose threats to the organisation demographic economic natural technological political and social cultural Kotler et al 2001 These factors are less controllable by an organisation but affect the consumers needs as well as the marketing managers decisions over the marketing mix variables Therefore Sunshine Apples must monitor the macro-environment In the monitoring of the environment the company will find fads trends or mega trends These fads trends and mega trends shape opportunities and pose threats to which the firm must response 11Demographic The demographic environment is of major interest to marketers because it involves people and people make up market By looking the demographic environment Sunshine Apples can see the trends of the Australian population growth Australian aged population structure Australian geographical shifts in population ethnic diversity educational groups and household pattern The population growth Australian population has kept growing during 1998-2003 The increasing population is mainly contributed toward net overseas migration According to Australia Bureau of Statistic Australian population will still have significant rise in next decade The increasing population will createbring the increasing demand of food Therefore there will be some opportunity especially for the food producers Sunshine Apples will need to raise the quantity of output apples to be able to supply the increasing demand see appendix 1-5 The aged population structure According to Australian Bureau Statistic between 1901 and 2001 Australias population aged 65 years and over has notable increase from 4 percent to 127 percent On the other hand the proportion of aged less than 15 years population fall from 351 percent in 1901 to 203 percent in 2001 This reflects Australias population structure is getting aged ABS 2004 Kotler 2001 states that the changing age structure of the population will result in different growth rates for various groups during the new decade
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