The Effect of Changes in Environment on Marketing Mix

The Effect of Changes in Environment on Marketing Mix |

Case Studies Review: Burger Fuel & ACP Media

|

|

New Zealand has a relatively small population of just over 4 million and a total land area of 268,680 square kilometres, and consequently its population density is relatively low, at 15 per square kilometre. The population density grew from 13 per square kilometre in 1990 to 15 in 2005, and it is forecast to reach 16 per square kilometre in 2015 (Statistics New Zealand, 2010).

New Zealand is made of four major ethnic populations: European, Maori, and Asian and Pacific. According to the 2006 census projections, by 2026 European children will make up 64% of all New Zealand children, compared with 73% in 2006. Maori children will make up 29%, from 24% in 2006, and Asian and Pacific children will make up about 18% each, compared with 9% and 12% in 2006, respectively. All four ethnic populations are projected to age over the next two decades, regardless of which projection series is chosen, reflected in rising median ages and increasing proportions of people in the older ages (Statistics New Zealand, 2006).

In terms of food consumption trends, in its March 2007 report, Statistics New Zealand found that sales of take-away food reached NZ$103 million in January 2007. Sales of burgers, fish and chips, pies, ice cream, pizza and ethnic food sales remained relatively flat between 1995 and 2002, but have risen 88% since then (Statistics New Zealand, 2007).

In terms of internet related trend, 61% have access to the Internet. The share of households with Internet access almost doubled between 2001 and 2006 – from 37.4% to 60.5%. New Zealanders are increasingly using the Internet as a tool with to conduct research on potential purchases before buying them (Euro Monitor, 2010).

In terms of cell phone trends, the growth rate of mobile telephone users has been 81% between 2000 and 2005 with a penetration rate of 75% (according to the 2006 Census) with a...