Marketing Principles Assignment

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MARKETING PRINCIPLES ASSIGNMENT

Introduction

Part one of the assignment is to discus the macro environmental forces and key trends in personal computer and snack foods industries. Macro environment consists of six larger societal factors that affect the micro environment. The forces are demographic environment, economic, natural environment, technological environment, political environment and cultural environment.

In part two of the assignment has three research situations. Each of the situations will be discussed that what type of data collection method is suitable for it, the reasons for choice and the potential problems. There are three methods of collecting information, mail questionnaires, personal interview and telephone interview, each of them have its advantages and disadvantages.

PART ONE

(a) Personal computer

IBM in New Zealand
IBM - International Business Machines Corporation installed the first computer in New Zealand in the early 1960s. Its operations have grown spectacularly, making IBM the leading Information Technology company in the country with 85 Business Partners dedicated to delivering the 'best solution fit' for its valued customers. (http://www.ibm.com/nz/) Demographic Environment

It relates to population characteristics calculated using statistics in terms of age, race, size and occupation.

-Age structures
Estimated Resident Population of New Zealand
by Sex and Single-Year-of-Age, As At 30 June 2003 (Final)
Age
(Years)Males
Females
Total

0-4143,160136,280279,440
5-9150,870142,310293,180
10-14160,210151,680311,890
15-19151,420144,300295,720
20-24141,820137,340279,150
25-29122,180126,930249,110
30-34140,550153,080293,630
35-39146,390156,890303,280
40-44153,260161,850315,110
45-49136,200140,590276,790
50-54123,150124,560247,710
55-59106,900108,070214,970
60-6484,41086,970171,380
65-6966,12069,690135,820
70-7457,52063,330120,850
75-7944,79055,340100,130
80-8426,45041,90068,350
85-8911,59024,21035,800
90+4,29012,55016,840
Total1,971,3002,037,9004,009,200
(http://www.stats.govt.nz/domino/external/web/prod_serv.nsf/htmldocs/National+Population+Estimates+Tables) According to the table, there are 69.52% (2,787,360 people) of total population between the aged 10 and 59. Those are the main group who may use personal computer.

-Changing family structure
Family structure is change from extended family to nuclear family. The effect of that is each family would buy fewer personal computers because family size is getting small. Projected Families by Family Type (2001–2021)

(http://www.stats.govt.nz/domino/external/pasfull/pasfull.nsf/7cf46ae26dcb6800cc256a62000a2248/4c2567ef00247c6acc256d94007d9218?OpenDocument) Ownership restrictions – families with children (estimated from combined sample)

Two-parent familiesSole-parent families
Have
%Enforced Lack
%Have
%Enforced Lack
%
PC67183538
Internet50182634

It shows the percentage of people in the population who have personal computer and internet and the percentage who report an enforced lack of the items. (http://www.msd.govt.nz/documents/publications/csre/living-standards-2000/direct-measurement-of-living-standards-ch3.pdf)

-Geographic shifts
Because of the popular of personal computer, IBM’s retail shops or service centres are extending form urban to rural. -Education
People are paying more and more attention to computing education. Most of school have computer lab and IBM’s computers are generally used by school. Number of Schools by School Type, 2001 to 2003

 200120022003
Primary 
State Primary and Intermediate216121402132
Private Primary484845
Subtotal220921882177
Composite 
State Composite*828586
State Correspondence111
Private Composite434649
Subtotal126132136
Secondary# 
State Secondary319315316
Private Secondary171717
Subtotal336332...
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