Scenario $3\mathrm{.}1.$

You are the Division Manager at the South American branch of a large cereal company. The company built the factory five years ago and is deciding whether to expand its capacity or keep it the same. In addition, the products the company sells are the same as those sold in the United States, and the company is evaluating whether to launch new products specific to the South American market. You have been asked to provide a recommendation on both ideas.

Refer to Scenario $3\mathrm{.}1.$ You conduct some detailed research on consumer behavior in the South American market, and your research reveals that children and family are important drivers of consumer decisions about packaged goods such as cereal. As a result, consumers are looking for healthier options that are packaged both in bulk and in single$-$serving sizes. Your research findings relate to which force in the marketing environment?

Technological

Sociocultural

Economic