Environmental Scan

Environmental Scan

Project Part II

Name: Kartheek reddy battu

14th April 2013

Environment analysis

Dr Sam Okoroafo

Mktg 6400

Screening Results Summarized:

The screening of the country has been done using the factors which affect the success of the product in the country like GDP, buying power, average cost of the product, ranking in world exports and unemployment rate. These factors were chosen so that the major factors are predicted for us to enter the Indian market.

COUNTRY CHOOSEN: INDIA

I. Demographic factors

A. Current population, Age and sexual composition:

India is the second largest country in the world by population with the population being 1,220,800,359 according the international census. The age structure is as given below

Age | %Population | Males/females |

0-14 | 29.3 | 187,386,162/165,345,284 |

15-24 | 18.2 | 116,019,042/103,660,359 |

25-54 | 40.2 | 249,017,538/235,042,251 |

55-64 | 6.8 | 41,035,270/40,449,880 |

65+ | 5.6 | 31,892,823/35,225,003 |

A. Population Trend and Growth:

The population growth rate is predicted to be 1.312% per year and the predicted population by 2025 is 1,396,046.

B. Marketing Implications:

The product we choose is generally appeals to females as they include the cosmetic for people who are the age group of 15-54 and these are the age group of people who are into using the cosmetic products than the other age groups and so we would target these people. The total percentage of population in this age is 58.2% and the female population is close to 48%. Also the median age of females is 27.2 and this is the best age group for us to target for better business.

II. Economic Factors

A. GNP/GDP, GDP/Per capita and growth rate:

The economic factor, which is the GDP, is 1.848 trillion USD for the year 2012. The GDP per capita was 3649.53 USD. The Growth rate for the year 2011 was recorded as 6.9% annually and this...