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Sample Essay on Environmental Scan Report

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Sample Essay on Environmental Scan Report

Environmental Scan Report

            There are very many emerging trends in America as various environmental scans have revealed. A lot has changed over the years in the social, economic, technological, competition and regulation world. Some of the things that were considered valuable in the past have no regard in the current world. This shift of events can be attributed to the changes in demographics as the baby boomers usher in the X generation to the stand. Most of the dealings of the world have been in the hands of the baby boomers that are now retiring and giving room to their children to rule the world (Aulet, 2013). Different generations have different ideas on what value is or how quality should be defined hence the many emerging trends in United States. This paper will analyze three major trends in United States belonging to three different categories of environmental forces. Additionally, the paper will discuss how each of these trends presents opportunities for marketing.

            First, people are shifting to more healthful products and lifestyles in the current world. This is a trend within the social forces and it is attributed to the changes in demographics around the world. People have become so knowledgeable in matters related to health because of the emergence of various diseases attributed to lifestyle. Most of the diseases claiming people’s lives in the current world are attributed to poor eating habits and lack of physical exercise. As such, people have become so keen on what they do with their time, how they eat, and what they eat. Most healthy products are rather simple and easily found; therefore, this helps cut down the costs of production for entrepreneurs while serving a wide range of consumers effectively (Zarrella, 2010). Additionally, this presents a unique opportunity for the marketers in anticipating consumer needs.

            Second, there is an increase in the rate of per capita income and standards of living among people. This trend falls in the economic forces and it is born out of the increasing entrepreneurial activities around the world. Research indicates that most families have discretionary income and that allows them to purchase luxurious items that make their life more comfortable and of high standards (Davis, 2014). An opportunity in marketing within this trend can arise in the creation of high-end products since consumers are able and willing to pay for anything that makes their lives fancy. Additionally, people prefer high quality products not just items to serve their basic needs. Therefore, marketers can seize this opportunity to create high quality products regardless of the costs of production since customers are willing to pay more for quality products. in most cases, entrepreneurs fail to produce quality because only a small segment of the society can pay for it, with this trend, quality will become the norm hence an opportunity for marketers.

            Thirdly, there is an increase in the use of wireless messaging technology among people. Technological forces have been the focus of many entrepreneurial businesses wit people figuring out the next generation technology to put in place. The use of wireless messaging technology allows marketers to communicate with their target market with ease and at a lower cost. A simple message through the network can serve a large population therefore making it easy for entrepreneurs to pass necessary information to their buyers (Zarrella, 2010). In general, environmental trends always present a unique opportunity for entrepreneurs if only they have the right eye to see correctly.




Aulet, B. (2013). Disciplined entrepreneurship : 24 steps to a successful startup. Hoboken, New    Jersey: Wiley.

Davis, J. (2014). Diversity strategic planning report: an environmental scan of U.S. theological      schools. Princeton, NJ: Faith & Public Policy Institute.

Zarrella, D. (2010). The social media-marketing book. Beijing Sebastopol, Calif: O’Reilly.


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