Learning Objectives:Analyze the social, economic, technological, competitive, and regulatory forces and trends an organization faces when developing and marketing a product or service.

Overview:One of the growing concerns in the United Statesand elsewhere is the alarming rise in obesity. Food and beverages account for about 60% of the sugar used annually in theUnited States More and more consumers now demand food products that are healthier. As a result, many consumer packaged goods marketers are developing low-carb and low-fat offerings. To capitalize on this trend, Cargill, a large agribusiness firm, and the Coca-Cola Company, the market share leader in soft drinks, formed a joint venture to develop and market a sugar substitute that could be used as a low- or no-calorie ingredient in soft drinks, baked goods, and other foods. This could have a significant impact in helping consumers reduce their sugar intake. Cargill introduced Truva (pronounced Tru?VEE?a) in May 2008, with the tagline "Honestly Sweet."

Directions:For this activity, you will be conducting an environmental scan for Truva, an all-natural sweetener. Specifically, you will assess the positive and negative trends that affect Truva for each of the six environmental forces on theEnvironmental Scan of Truva

AN ENVIRONMENTAL SCAN FOR TRUVIA HANDOUT You are encouraged to add as much content and detail in the development of your environmental scan. At minimum, you are required to identify three positive as well as three negative trends for each environmental force. Environmental Force Positive Trends Negative Trends Social Economic Technological + Competitive Regulatory Global + y