Documentos de Académico
Documentos de Profesional
Documentos de Cultura
and
cultural
forces.
The
company
must
analyse
ChiliBeds
products in order to create new ideas to retain its market niche as growing
technological advances significantly contribute to market competition.
Political factors influencing the macroenvironment are Laws, government agencies,
pressure groups that influence or limit various organisations and individuals in a given
society (Armstrong, Adam, Denize & Kotler, 2012). Introducing new products into
the Australian market require products and marketing strategies to comply with the
laws and regulations of the country. The strict policies on health and safety with
regards to electrical products such as the ChiliBed must be approved and certified
prior to sale in Australia (and New Zealand) and must be marked with the regulatory
Compliance mark (SAA Approvals, 2014).
Sociocultural factors are reliant on forces that affect a societys basic values,
perceptions and behaviours (Armstrong, Adam, Denize & Kotler, 2012). The number
of wary consumers about health concerns in the market is growing, opening up
opportunities for the ChiliBed as it focuses on providing body support and pressure
relief. The benefits of using water rather than wires for heating highlight the health
benefits associated with using the ChiliBed. Obtaining the latest technology item and
these factors may shift views from competitors to the ChiliBed due to the additional
benefits and value of the product. However, the buy Australian attitude (Australian
Made, 2014), may pose a threat to the American-developed ChiliBed.
Armstrong, Adam, Denize & Kotler, 2012, Principles of Marketing 5th Edition
Australian Made Campaign Limited, 2014, accessed 3 September 2014,
http://www.australianmade.com.au/why-buy-australian-made/
Miller, Jon D., 'Active, Balanced, and Happy: These young Americans are not
bowling alone'. The Generation X Report, Fall 2011, accessed 1 September, 2014, <
http://home.isr.umich.edu/files/2011/10/GenX_Report_Fall2011.pdf>
SAA Approvals, 2014, accessed 3 September 2014,
<http://www.saaapprovals.com.au/legal-requirements-for-electrical-products/>