Products and services are made for the population. It is important to know the growth, size and structure of the market. If the population rate is going down, your demand probably goes down too. The structure is also important. For example if the rate of babies is going up in a year, the demand for children clothing and baby food is going up. Check the following points to analyse the demographic variable:
The national income plays a big role in the how big the sale of products are. But also the international developments are playing a big role. The currencies are changing 24/7 and look at the Asian countries, in the last years there has been a big change. Check the following points to analyse the economic variable:
- Purchasing power
- Disposable income
The behaviour of the consumers is getting more and more important. To make them feel stronger they are going together in different kind of associations. You have to analyse them and see what interesting things are going on. Check the following points to analyse the social-cultural variable:
- Values and norms
- Level of education
The two most important effects on technological development is the renewal on production processes and the new coming products. And also the communication technology has a big influence. Take the internet and ICT developments. Check the following points to analyse the technological variable:
- Know how
- Success rate
With the ecologic variables you can think of environmental regulation, good and responsible social marketing concepts, labels for products (for example, products that are not tested on animals). Check the following points to analyse the ecological variable:
New law often leads to restricting the freedom of companies. For example minimum and maximum prices, zoning and political measures. Check the following points to analyse the political variable:
Cornelissen, Joep, Corporate communications : theory and practice, 2004, TJ International, Cornwall.
Leeman, J. A. Joris. "Export Planning"