Main Cereal Company is a relatively new company that was established in 2007. It is an Australian owned and operated company. The head office and factory are located in Sydney, New South Wales and it is manufactured and distributed from this location. Main Cereal Company offers organic cereals, which consists of Australian grown whole grains, fruits and nuts.
Main Cereal Company has developed a new breakfast cereal range called Bran Flakes. The range offers ‘Bran Flakes Original’ (only flakes), ‘Bran Flakes Mixed Fruits’ and ‘Bran Flakes and Nut’. The purpose of this paper is to provide an analysis of the six forces that operate and within the macroenvironment, the six influences are: demographic, economic, natural, technological, cultural, and political (Kotler, Brown, Burton, Deans and Armstrong, 2010). All six forces play a significant role in marketing Main Cereal Company’s new range.
Demographic. As explained by Kotler, et al. (2010) demographic environment is “the study of human populations in terms of size, density, location, age, sex, race, occupation and other statistics” (p.137). Statistics indicate Australia has lower fertility rates and people are living for longer. This has increased Australia’s median age, evidently resulting in Australian have an ageing population (Australian Bureau of Statistics, 2011).
In the year 2007 Australian’s population for people over the age of 60 was sitting at 18%, however by the year 2050 they predict over a quarter of Australian’s population will be over the age of 60 (Kotler et al., 2010, pp.140). With this is mind, nearly one fifth of the population at the moment is mainly consisting of people known as the ‘Baby Boomers’ – people born in between the years 1946 to 1964 (Kotler et al., 2010). Considering baby boomers are making up one fifth of the Australians population Main Cereal Company should aim Bran Flakes ranges to cater to the ‘Baby Boomers’ needs. The state of New South Wales has the highest.