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Assessment A - Analysing Marketing Opportunities Serial is a Sydney based company that has just launched a brand new breakfast cereal called Calorie Crunch. Serial aims to deliver a healthful and suitable breakfast cereal that would interest an older target market. Calorie pinch is a low carb, very low fat and low calorie cereal which has organic dried fruits to supply a healthier and more environmentally friendly choice for breakfast. The purpose of this report is to analyse the present and future trends in the macro-environment that will influence upon the item. The macro environment is made up of any outside forces beyond the company's control that will impact performance and planning. The macro environment consists of six main forces; Demographic, Economic, Natural, Technological, Political and cultural that will be discussed throughout this document. Demographic environment Demographics are clarified as usage of data to study the dimensions, density, age, gender, race or occupations of the human population. Calculating trends from demographics can help to forecast future trends which can offer information on target markets and shifting structures. For example one structure that has been essential when selecting the target market for your cereal was the changing age structure. The Australian Bureau of Statistics show that individuals aged over 65 in 1970 made 8% of the population; this increased to 13% in 2001 and is expected to grow further within the next 40 years to a stage of almost doubling to approximately 25 percent. This drastic gain in the individuals elderly of 65 and over is related to the drop in birth rates and the gain in life expectancy. Due to the increase in the age market and the long run it was essential to aim the...