Marketing Environments

Companies within the Australian Soft Drink Industry blemish six major forces of the macroenvironment that affect their marketing plans: demographic, economic, natural, technological, political and cultural forces. For a easygoing toast company to be a strong competitor in the marketing environment, it is imperative that they bind to the major forces of the macroenvironment. In this case, changes in the cultural environment and demographic environment have had the most impact on the Australian fragile drink industry.

THE DEMOGRAPHIC ENVIRONMENT Demography Is the statistical study of human populations, including their size, distribution and growth. (Miller & Layton, 2000, p42) The demographic environment is an important interest to soft drink companies as it involves studying consumers lifestyles and habits, which play an imperative role in their get habits.

The soft drink industry in a substance as we have an ageing population and as understructure be seen in day-to-day life many soft drink companies are promoting their products to the young. In fact, studies show that by 2051, retirees (those all over 65) will account for 24 to 26 per cent of the population. (Miller & Layton, 2000, p42) The CULTURAL ENVIRONMENT This environment consists of institutions and other forces of societys canonical values, perceptions, preferences and behaviors.



(Kotler, 1998, p123) In the last 30 years, there has been a discernible alteration of the attitudes and demands of consumers. Society in the last decade has shifted towards a healthier attitude towards food and drink. Consumers are now to a greater extent educated on the nutritional content in their beverages than they were in the 1970s, and many prefer a quality drink, which is healthy, without the preservatives, fat or sugars.

Societys changing values are evident in the ?diet drink market which has ?taken off in the last decade.

Studies suggest that the soft drink industry is a mature market, thus highlighting...

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