Assignment:
Read the article" Bow hunting in America - In a dark wood - Can bows and arrows save hunting in America?" from Dec 21st 2013 issue of The Economist (available online at:
https://www.economist.com/news/christmas-specials/21591747-can-bows-and-arrows-save-hunting-america-dark-wood ).
Based on the information from the article, identify the relevant factors of the business environment for a manufacturer of hunting equipment.
Following one of your colleague's request, here is a list of expectations for Test 4 in terms of marketing content:
1. Identification of trends for each relevant factor of the business environment:
• Natural/environmental trends
• Social, demographic and cultural trends
• Economic trends
• Legal/Political trends
• Technological trends
2. Implications of the environmental scan for marketing strategy, in terms of segmentation, targeting, positioning (STP) and the 4Ps.
Other comments: You need to focus on the two aspects above. The article, written for a general audience, has many interesting ideas and stories, but you need to read it strictly as a marketing analyst for the hunting equipment industry.
I have read the article, so you don't need to explain too much. Don't quote from the article. Just briefly mention each trend and, where possible, what the industry does in response. Try to fit as many insights as possible in one page.