Macroenvironmental Factors

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- Macro- outside factors, can’t control but need to know about them

Booster Juice Class Take up

- resources- provides franchisees with locations and ingredients. Boosters provide a
unique competitive analysis. Have lots of support in place for franchisees to be
successful – help them figure out which location is strategic
- Technology- social media usage lacks in comparison to jamba juice (less followers).
Strength- process in a sense is a technology, training employee in 2 weeks
- People and management- committed to offering franchisee a great experience (2-week
training).
- Product- cold press new product. Weakness is that a lot of their smoothies use more
juice and less organic ingredients. Easy to duplicate a smoothie at home
- Place- put research into best locations. Only in a few countries right now
- Promotion- hard to attain everyday customers. Booster juice in sports boards to appeal
to target market

Demographics
- Demographics:​ characteristics of human population and segments used to identify
customer markets
- Ex. Age, income, gender, education, ethnicity, spirituality, housing
Generational Cohorts
- A group of people in the same generation

David Foot
- David foot produced these
- He finds trends based on these cohorts- ex. Lots of millennials so there will be a big
demand for houses
- He was the first one to analyze and make predictions population distribution graphs
publicly

Demographic Forces
- Multiculturalism
 -

Tweens and Teens

- Canada’s tweens, or Gen-Zers, are pre-adolescents and early adolescents (aged 9
to14).
- Attitudes
- Access to inform
- Brand consciousness
- Technical sophistication
- Purchasing power

Demographic Forces
- Family Formation and Household Size
- Blended family:​ A family structure created by separation or divorce; two separate
families merge into a single household as spouses remarry.
- Sandwich generation:​ A generation of parents who are simultaneously caring for
children and aging relatives

Ethnicity
- Ethnic composition of Canada is changing
- 1/5 Canadians not born in Canada
- By 2030, population growth will be mainly attributed to immigration

Test Your Knowledge

- Which of the following are examples of typical demographics?
- A) age, gender, race
 - B) behavior, dress, physical settings
- C) temperature, topology, climate
- D) conservative, liberal, independent

Education
- Education is related to income, which determines spending power

Gender

Test Your Knowledge

- Minorities now represent ________ of the population.
- A) one-quarter
- B) one-third
- C) one-half
- D) two-thirds

Social and Natural Trends

- Shape consumer values
- These trends change over time
- Greener Consumers
- Privacy Concerns
- Time-Poor Society
- Health and Wellness Concerns
- Ex. People are baking and cooking more during covid so could be hard on fast food or
restaurant chains

Entrepreneurial marketing 3.1 – turning trash into cash

- A compost crusader
- Growing City: a service to pick up food scraps from offices in Vancouver area
- 67% of waste comes from offices & industry
 - In 2015, organic materials will be banned from landfills

Privacy Concerns
- Loss of privacy
- Identity theft
- Do not call
- Do not e-mail

Time-Poor Society

Technological Advances
- Technology has impacted every aspect of marketing:
- New products
- New forms of communication
- New retail channels

Economic Situation
- Foreign currency fluctuations
- Combined with inflation and interest rates affect a firm’s ability to market goods and
services
- Y formula (GDP)
- Y=C+G+I+X-M
- C=consumption
- G= gov spending
- I=business not personal investment
- X=exports
- M= imports
- Subtract imports bc they take away from Canadian workers
 - Economic stat- trillion dollar in student debts- we don’t have lots of money to spend a lot
on booster juice

Political/Legal Environment
- Competition Act
- Consumer Packaging and Labelling Act
- Food and Drugs Act
- Access to Information Act
- Patent Act
- North American Free Trade Agreement (NAFTA)
- Ensure companies are following the laws to protect consumers

Test Your Knowledge

- Since the turn of the century, the government has enacted laws
- that promote both fair trade and competition by prohibiting __________
- that would damage a competitive marketplace.
- A) the formation of foreign corporations
- B) excessive foreign imports
- C) price gouging
- D) the formation of monopolies or alliances

Competition
- Identify and analyze direct and indirect competitors
- Know strengths & weaknesses
- Competitive Intelligence (CI) used to collect and synthesize info