Market Environment Analyses for
[Insert Product/Service]
1. Product Description
Replace the text in this box with your product description. Keep this section to a 75 word limit. (If
you wish to count the words, simply highlight your text, then click on [Tools] in the toll bar, and
then select [Word Count] from the drop down menu. For example, if you count the words in this
textbox, you will find that it is exactly 67 words long.)
2.0 The Competitive Environment
Replace the text in this box with:
1) an educated guess of the total number of firms competing in the market, and
2) an outline of the three firms that present the greatest competition within the market, and an
educated guess of their respective market share.
2.1.1 Sociocultural Environment (Positive Influences)
Replace the text in this box with a brief discussion of any values, beliefs, attitudes, or customs that
might impact positively on the sale of the good / service in question.
2.1.2 Sociocultural Environment (Negative Influences)
Replace the text in this box with a brief discussion of any values, beliefs, attitudes, or customs that
might impact negatively on the sale of the good / service in question.
3. Economic Environment
Replace the text in this box with a brief description of the general state of the economy. (In other
words, it’s current position within the economic cycle, and a sense of where it is heading.)
Economic Indicators:
3.1 Current Rate of Inflation
Replace the text in this box with the current rate of inflation. (Please cite the source of your data.)
3.2 Current Rate of Interest
Replace the text in this box with the current:
1. Bank Rate (Bank of Canada)
2. Prime Rate (Offered from the CIBC)
3. Five-Year Closed Mortgage rate (Offered from the CIBC)
3.3 Current Rate of Unemployment
Replace the text in this box with the current rate of unemployment. (Please cite the source of your
data.)
4. Focus Groups
3.4 Current Rate of Economic Growth
Replace the text in this box with the current rate of economic growth (GDP) over last year, and the
estimated rate of economic growth for this year. (Please cite the source of your data.)
4.1 Focus Group, Segment A
4. The Technological Environment
Replace the text in this box with a brief description of how technology has influenced the
production of the good / service in question, as well as how it might have influenced the purchase
of the good / service.
Cite your sources of information. (No free-styling!) Keep this section to a limit of 200 words.
5. The Political-Legal Environment
Check off any laws that you feel would impact on the marketing of the good / service in question.
(Check by right-clicking on the check box, click on properties, then select “checked” for the
default value.
Competition Act (Regulates virtually all marketing practices throughout all of Canada.)
Ontario Sale of Goods Act (Establishes contractual duties of buyers and sellers, as well as
providing for minimum warrantees, on all goods sold in Ontario. This act does not apply to
services.)
Business Practices Act (Regulates face to face sales communications between sales staff
and consumers. Prohibits “unfair” and “unconscionable” practices on the part of the seller.)
Consumer Protection Act (Regulates credit agreements and leases between sellers and
buyers, regulates direct sales contracts [provides for “cooling-off period”, etc.].)
Food and Drugs Act (Regulates the production, packaging, and storage of food and drugs.)
Other:
Marking Key
Section
Requirement
Max Mark
1.0
Product / Service Description
5
2.1
Competitive Environment
10
2.1.1
Positive Sociocultural Influences
5
2.1.2
Negative Sociocultural Influences
5
3.0
Position within Economic Cycle.
5
3.1
Rate of Inflation
5
3.2
Rates of Interest (Bank, Prime,
Mortgage)
15
3.3
Unemployment
5
3.4
Economic Growth (past and predicted)
10
4.0
Technological Environment
10
5.0
Political-Legal Environment
5
Total:
75
Mark Awarded