The messier project Summarize the results from macro-environmental and internal company analyses in a SWOT diagram for The Project Messier Cascade helmet http://themessierproject.com/

Macro-environmental Analysis

When it comes to macroenvironment, demographic, economic, and technological forces affect the demand in the product category of hockey helmets.

Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics (Principles of marketing 2011). This field has major implications in the hockey helmet industry. A child can begin playing hockey as early as age 3 and continue playing in various leagues and associations until their body physically cannot play anymore. At the age of 12, children are allowed to participate in body-checking; the act in which one player uses their body to separate the opposing player from the puck. This is an important age for all the brands in the hockey helmet product category to be aware of, as it is at this age and older when the issue of concussion and head related injuries becomes prevalent. With the increased awareness of the devastating effects of these injuries starting at this age, the demand of a strong, protective and durable hockey helmet also increases. Companies in this category should also not ignore the change in relative family size. Families are having fewer kids and in turn these kids are getting what they want more often. The demand that comes with this is most certainly positive; consumers in this age category are more likely to buy a safer and more protective helmet.

Economic forces are also a huge contributor to the demand for all the brands in the hockey helmet industry. The economic environment deals with consumer buying power and spending patterns (Principles of Marketing 2011). These forces are important when it comes to identifying the percentage of consumers in the target market who have the purchasing power to buy a hockey helmet. While children and teenagers represent a large chunk of hockey players in Canada, most of these individuals do not have the disposable income to purchase a hockey helmet. Therefore, companies must direct advertising on the parents of these children as well as middle-aged and adult hockey players to effectively reach their target market. The influence on demand that is created by economic forces can be either positive or negative. If a particular brand in the hockey helmet industry chooses to direct marketing towards the consumers that have the purchasing power to spend on their product, demand could increase. If a brand chooses to ignore economic forces, demand could be affected negatively.

Technological changes are one of the driving forces in the hockey helmet industry. Every brand in this industry wants to introduce the newest, safest, and most effective helmet. Even the market leader could lose a great chunk of its market share if consumers realize that a better helmet had been introduced to the market. A brand would be foolish to ignore innovations to its products as well. Demand for new technology is the higher now than it has ever been. Companies that continue to make their product better have a significantly better chance of increasing the demand for their particular brand. Once again, firms must be weary when dealing with the technological environment. Incorporating technological change is a definite strength for a particular brand, while not implementing new technologies is a sure weakness.