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 ...