Introduction - SCA's global brand, TENA
SCA is definitely the world leader in incontinence care product. The Foreign Continence Society defines incontinence as any unconscious leakage of urine. SCA's global company, TENA, contains a complete merchandise portfolio of incontinence items range from large absorbent incontinence protection within a pant style to ultra-thin protective parts. SCA makes it's benefit through knowledge of consumer and customer needs, regional occurrence and successful production. SCA products will be produced nearly exclusively coming from renewable and recyclable elements. Equal volumes of reused and clean wood fibers are used in production.
Part 1: Marketing Environment Audit
1 ) 1Demographics
The age structure within the past four censuses (in 1970, 1980, 1991 and 2000) shows that the proportion of younger age ranges (15 years and below) is lowering, while the portion of older is rising. The typical age was 17. four in 1970, twenty-one. 9 in 1991, 23. six in 2150 and is forecasted to increase to 27. 1 in the year 2020. Within a length of thirty years (from 1991 to 2020), the median era will have elevated on average by 1 . several per ten years. The old-age dependency rate is expected to increase to fifteen. 7 in 2020 coming from 10. your five in 1970. Over a period of 50 years, the median regarding the Malaysian population will increase by 15, and the old-age dependency ratio by 5 (Department of Statistics, Malaysia 1998). By year 2020, Malaysia might be a mature contemporary society with on the lookout for. 5 % of it is population aged 60 and above. The proportion of population 65 years and also for Malaysia in Census 2000 was written at several. 9% in comparison to 3. 7% in 1991. Consequently, the typical age intended for Malaysia in general increased from 21. being unfaithful years in 1991 to twenty-three. 6 years in 2000. All of these different age parameters point clearly to a extension of the pattern of population ageing in Malaysia. In spite of this, Malaysia's ageing human population has resulted in an increase in older care services, especially in incontinence products, which brought about a " boom" in sales in 2006, despite a cost increase. Research by Malaysian Medical Connection found that urinary incontinence is among the major problems affecting the elderly population but often very little amount of attention is given to this problem. The prevalence of bladder control problems in the seniors population varies from 30% to 50% in accordance to age. It was reported that more than one-third of girls over the age of sixty five years incorporate some degree of incontinence and in men the prevalence ranges from 3-11%. This problem often will go untreated because of the misconception the disease can be part of the normal ageing method. Incontinence can be described as problem that is certainly grow quickly as populations become more and more older. " It's NO secret that market development and trends pose a great deal of for you to SCA incontinence care product.
1 . 2Economic
The Malaysia getting older market can be regarded as extremely potential. Buyers aged 45-50 years are among the most dominant in the approaching years, with vast market segments and items to be presented. These seniors have large disposable incomes, making it an extremely attractive and profitable segment. The reasons lurking behind this cash flow trend consist of lesser household, higher profits, inheritance and the decreasing permanent financial repayments. With the developing numbers of the ageing population, Malaysian producers must be in par and also to be prepared to the senior's sensitive changing standards of living. In global market, incontinence products is usually accounting for the speediest growth, influencing between a few and seven percent of the world's population. These products are used in institutional treatment and are also distributed directly to customers at retail outlets and through pharmacies and shops focusing on medical materials. Market progress is influenced by market factors, mostly aging populations, but also by improved buying electric power. Wider approval of incontinence problems, improved availability of the merchandise in stores...