Welcome!
Market Scan
Dr. Satyendra Singh
Professor, Marketing & International Business
University of Winnipeg, CANADA
sites.google.com/view/drsatsingh
Objective: Identify Opportunities
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Social Forces
Demographics changes 🡪 population size, age, sex, ethnicity, income…
Baby boomers (1946−1964)
Generation X (1965−1980)
Generation Y (1981−1995)
Generation Z (1996−2012) internet
Generation Alpha (2013−2025) iphone
Generation Beta (2026− ) ai
Family structure: Single-parent, Blended family…
Diversity, culture, attitudes, values…
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Population growth in 2024, by continent
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Fertility rates
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Economic Forces
Macroeconomic conditions
Interest rate, inflation, exchange rate, GDP, unemployment…
Microeconomic conditions
Consumer Income 🡪 Gross, disposable, and discretionary income
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Interest rate in 2025
Technological Forces
Technology 🡪 Inventions or innovations
Green, 3D, Internet, Communications…
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Porter’s 5 Competitive Forces
Barriers to Entry
Power of Buyers, and Suppliers
Existing Competitors, and product substitution
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Smartphones wipe out 40 years of camera industry growth
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In just 10 years, camera man and pilots lost their jobs
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Forces | Trend Identified by an Environmental Scan |
Social | Excessive screen time, peer recommendations… |
Economic | Experience economy, luxury products… |
Technological | Wearable devices, social media, subscription-based model… |
Competitive | Competition from e-commerce (Amazon, Spotify, Etsy)… |
Regulatory | Privacy, spam, do not call list… |
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Questions?�s.singh@uwinnipeg.ca
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