MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
D. 6. Demographics
The demographics of a particular region, or country can have a profound impact on an organization and can provide both constraints and opportunities. For example, in the U.S. fast food industry, the aging of the U.S. population has created both opportunities and constraints. The aging population has shown a preference for healthier foods which has created substantial menu opportunities, but the shortage of young people in the labor force has constrained growth in number of stores and implies that any new menu items not be particularly labor intensive.
As demographics can be dramatically different from country to country, multinationals will need to look at each current and prospective country they operate within.