MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
D. 5. Social/Cultural Environment
The purpose of this section is to identify any current or future social and cultural trends that may have an impact on operations. In general, social and cultural trends can have a profound impact on the operations of an organization, and can provide both opportunities and constraints. Social and cultural trends will, of course, vary considerably from country to country so multinationals will need to do an analysis for each current and prospective market they operate within.
Currently, there are two interrelated and powerful forces that are affecting the entire world. Their impact is likely to be felt in very profound ways. Those trends include the rapid acceptance and diffusion of the internet, and the globalization of cultures.