Section A: Question 1
1.1.) a) Social and cultural forces from the macro-environment should be taken into account and a variable from the macro-environment that has influenced the Wakaberry business is the Healthier Lifestyle variable. People today are more health conscious than ever. This has influenced Wakaberry to create yoghurt that is 98% fat free. The impact of this variable is shown from this excerpt in the case study: “Wakaberry offers 100% REAL frozen yogurt, which is 98% fat free; perfect for health-conscious consumers.” 1.1) b) Another macro-environment variable that has influenced the Wakaberry business is that of the Technological Environment. Technology is improving constantly and new products and services are born at an astounding rate. Wakaberry’s usage of the technologies from Foshan Taike Refrigerant Technology Company shows this. This technology is a unique self-service machine in every store. The impact of this variable is shown from this excerpt in the case study: “Wakaberry has developed a competitive advantage by strategically forming an alliance with Foshan Taike Refrigerant Technology Co. to incorporate the unique self-service machinery in all stores.”
1.2) a) An element of the market environment that has influenced Wakaberry is the competition between product forms. They have given consumers the ability to customize their products to their liking giving them the power over their product form. This influence from the market environment forced them to use something original to increase their competitive advantage. The impact of this variable is shown from this excerpt in the case study: “These machines allow consumers to be in full control of their own creations and providing the company with an opportunity to cater to consumer’s needs, thereby creating a unique store experience.” 1.2) b) Another element from the market environment that influenced Wakaberry is the competition...