Environmental scanning is important for our marketers to ensure our product remain aligned with the
evolving marketplace and to interpret potential trends. It is necessary for Pawtastic to engage in
environmental scanning to avoid possible shortening of future growth. Environmental trends for
Pawtastic have been categories in ve sources: social, economic, technological, competitive, and
regulatory forces. These sources will help to identify, understand the reasoning, and take action to
respond to trends best suited for our product’s goal.
The social forces of the environment can have a dramatic impact on our marketing strategy as it a”ects
the demographic characteristics of the population and its values, and has a very positive a”ect on
Pawtastic. The Canadian culture is generally more experiential and is willing to try new things. This can
be an advantage by providing trials or demos to the consumers. The baby boomers, a generation of
those born between 1946 and 1964, account for the majority of purchases in most consumer product
