Analysing Marketing Opportunities

Introduction
An Australian company Nutrigoods Pty Ltd which has two distribution centres across Melbourne has developed a new breakfast cereal; Nutrilicious. This breakfast cereal is designed to have high nutrients and a nifty taste. Marketing is an organisational function and a set of processes for creating, communicating and delivering hold dear to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders (Kotler et al., 2007). The conclude of this essay is to analyse the external factors, or Macro-environment surrounding the maturement of Nutrilicious breakfast cereal. This analysis will develop the research take for the strategic planning phase of development, it will help to approach pattern the planning of marketing strategies and provide insight on the crush way to implement the new cereal into the appropriate maneuver market.
Demographic
The Economic Environment
The Economic Environment is defined by Kotler et al. (2007) as “Factors that affect consumer buying power and pass patterns”. Current macro-environment economic trends in household incomes and the inequality mingled with the high and low income households, effect the buying power of consumers.



In a ten year comparison between 1984 and 1994 in spite of appearance the Australian Bureau of Statistics (2006), household liquid income increased by 52% in the lowest income quintile compared to 71% in the highest quintile change magnitude the gap between these households. According to the Australian Bureau of Statistics (2006), in the same timeframe, the buying power of the lower percentile was decay by 9% while the highest percentile gained a 2.5% of disposable income, increasing their buying power. This finding suggests that Nutrigoods should consider different set approaches for different geographic areas, such as placing their product at a lower price for discount food stores and a higher pricing approach for the more elite suburbs.
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