BearBars is a newly created Australian owned organisation that will provide an attractive, convenient and healthy breakfast option to consumers.
Kotler, Brown, Adam, Burton, and Armstrong, (2007) describe marketing as providing value and satisfaction to customers in a more effective way than the competition while creating and increasing profit for the company.
A new company such as BearBars must closely study the macro-environments, which are the external forces that will affect the marketing strategy of this new product to produce a Marketing Mix. A Marketing Mix includes the variables that can be controlled to produce the required response within the target markets (Kotler et al. 2007). The six macro-environments (including Economical, Cultural, Demographical, Natural, Political and Technological) will be analysed for trends in the market to identify positive and negative influences on the marketing strategy of this product.
Kotler et al. describe the demographic macro-environment as "The study of human populations in terms of size, density, location, age, sex, race, occupation and other statistics" (2007, p. 169). It is people that create and make up the markets and it is important to identify the demographic trends that will impact on the marketing and sale of this product.
As a result of continued low birth rates and the ever increasing life-span of Australians, Australia’s population has continued to age (The Australian Bureau of Statistics [ABS], 2008). The number of people over 65 years of age is increasing, with people aged 55-64 years increased from 9% to 11% between 2001 and 2006 (ABS, 2008; Kotler et al., 2007). The ageing population of Australia creates a larger market requirement for age appropriate breakfast and BearBars will ensure the bar contains fruit and a high fibre content to meet the health needs of this demographic.
ABS statistics show mothers in couple relationships with children (aged 24-49) did 29...