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BSBMKG517A - Assignment 2
Elenor Bailey

Task 1
You are required to prepare a macro-environmental analysis that covers the following five forces for the chosen international market:

Demographic forces

Population of the USA is 314,847,000 people, which makes it the third most populous country in the world. The population is very urbanized with 82% of people residing in cities and suburbs, which leaves vast areas of the country uninhabited. The most densely populated state is New Jersey, while California and Texas are the most populated states by numbers and New York City is the most populated city in the USA.

In the map below (taken from the Wikimedia Commons), you can see the U.S. population density in persons per sq. mile:

Legend, light to dark (white to dark blue):
• 0-1 (white)
• 1-4 (yellow)
• 5-9 (yellow-green)
• 10-24 (green)
• 25-49 (teal)
• 50-99 (dark teal)
• 100-249 (blue)
• 250-66,995 (violet)


The median age for males is 35.5 years old and for females 38.1 years. The age structure as a percentage is as follows: • 0-14 years = 20.2%
• 15-64 years = 67%
• 65+ = 12.8%

The gender ratio is:
• At birth: 1.048 male/female
• Under 15 years: 1.04 male/female
• 15-64 years: 1 male/female
• 65 years and over: 0.75 male/female
• Total population: 0.97 male/female

USA Race/Ethnicity:
• White or European Americans: 72.4% (of which 8.7% are Hispanic or Latino) • Black or African American: 12.6% (of which 0.4% are Hispanic or Latino) • Asian: 4.8% (of which 0.1% are Hispanic or Latino)

• American Indian: 0.9% (of which 0.2% are Hispanic or Latino) • Native Hawaiian: 0.2%
• Other: 9.1% (of which 7% are Hispanic or Latino)

Educational Attainment
The educational attainment of the USA has a high majority of the population having completed secondary education and a rising number of college graduates that outnumber high school dropouts. The population of the USA is spending more years in formal educational programs. Post-secondary education is valued very highly by American society and is one of the main determinants of class and status. • High school graduate: 87.58%

• Some college: 56.86%
• Associates and/or Bachelor’s degree: 39.89%
• Bachelor’s degree: 30.44%
• Master’s degree: 7.95%
• Doctorate: 3%

Median Income Levels persons 25+
• Males: $39,403
• Females: $26,507

Most Common Occupations
The 10 largest occupations accounted for more than 20% of total employment in the USA in May 2011. They include: retail salespersons, cashiers, general office clerks, combined food preparation and serving workers, including fast food; registered nurses; waiters and waitresses; and customer service representatives.

Socio-cultural forces

Religious Beliefs, Culture and Subcultures
• Protestant 51.3%
• Roman Catholic 23.9%
• Mormon 1.7%
• Other Christian 1.6%
• Jewish 1.7%
• Buddhist 0.7%
• Muslim 0.6%
• Hindu 0.4%
• Other 2.5%
• No Religion 15.6%

• English 82.1%
• Spanish 10.7%
• Other Indo-European 3.8%
• Asian and Pacific Island 2.7%
• Other 0.7%

Basic Beliefs, Values and Norms
Describing American life in clichés and analogies may be the most concise way to sum up their beliefs and what they deem as a normal way of life. Traditionally Americans have followed, “In God We Trust” inscribed on the their paper currency which can be loosely translated into “Love of God, love of man and love of Country”. The country was built on freedom of expression and religion so the motto of, “it takes all kinds” couldn’t be more true from state to state. Churches, synagogues and mosques can all exist in America with it’s tolerance to so many different religions and creeds. Although racism was rampant in the early days of this country through...
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