Assignment- External Environmental Analysis

Overview: You are the Vice President of Marketing for General Mills. The President would like you to conduct an external environmental analysis of the Canadian cereal category.

Objective: The objective of this analysis is to determine the potential positive or negative implications these "uncontrollable" factors might have on your existing marketing plan and to develop appropriate marketing recommendations/action plans.

As a result you will complete an external environmental analysis for all six external environmental sub-variables including;

• Economic,
• Political / legal,
• Social,
• Demographic,
• Competition,
• And Technology.

You must select two of the most relevant variables from each of the 6 major sub-variables list that I have provided as an attachment entitled: External Environmental Implications Document 1b.

Explain for each of the sub-variables you have selected the positive or negative implications the environmental factor could have on the cereal category.

Also provide recommendations (action plans) as to what you plan to do to alter your current marketing plan to address this implication, again based on the variables you selected.