Industry Forecasting

Macro-Trends Impact on Industries

Jacquetta Brown

BUS 620 Managerial Marketing

Dr. Larry V. Flegle

September 13, 2011

In today’s rapidly changing market, the future of new and existing products is uncertain. Businesses have to find the right target segment for their future and current product being offered in the coming years. Products in the consumer market can last for weeks, months, or years depending on consumer demand, so competitors will come and go. Discussed will be a product offered in an industry while identifying, discussing, and analyzing the macro-trends that may impact the industry over the next five years.

Macro-trend analysis is the estimate of customer spending by segment and the outside market behaviors through demographic, economic, technology, environment, society, and government (politics). Because of the uncertainty of product life cycle, industries must develop a well organized market plan along with good resources to help win the support to permit the product’s launch beginning with an evident-based sales forecast using a top-down or bottom-up approach. Consumer wants and needs shift, buffeted by the winds of ever-changing macro-trends (Mullins, and Walker, 2010. p.151). Industries must seek potential and penetrated markets for intended target market segment they want to serve.

There is so much controversy over the environmental and societal impact of fossil fuel burning and nuclear power, that viable energy alternatives are becoming a concern which affects everyone. So, a product offered within an industry I have identified is green energy (solar). This is a product being offered by construction, development, manufacture and textile industries. According to Companies with surplus cash or lack of growth opportunities are turning to solar energy generation to fuel growth. This product is becoming one of attraction for the long term because of the potential of solar energy in the world. Going green as it is called, makes it...