Strategic Management- External Analysis of American Eagle Outfitters

Only responsible for completing two parts;

in Part 1. Socio-Cultural Environment and in part 2. the Industry Overview

Please see attached document for full assignment



This section MUST incorporate a minimum of 20 years (i.e. 4 census data points from Stats Can), and preferably 30 years, of demographic TREND data for the region in which the selected firm competes.


A FULL census is completed once every 10 years in Canada and USA while a mini census that measures 20% of the population is conducted every 5 years i.e. at mid point between two full censuses


Note: Long-term TREND data is required because demographic trends emerge and change very slowly over time because human capital is long lasting (i.e., the average life span in Canada is 84 years for females and 82 for males).


3 types of Socio-Cultural data:


  1. Demographic eg birth rate, immigration, ethnicity, age cohort segmentation, income segmentation by quintile
  2. Behavioral e.g. number of people who smoke or who jog or due to Covid etc.
  3. Attitudinal e..g attitudes towards global warming or trade agreements or Covid




If the selected firm is targeting young people in Canada, you may consider providing demographic data for the youth component TREND in Canada segmented by gender, income, ethnicity, etc.

This section MUST provide:

  • quantitative data for EVERY socio-cultural TREND identified (e.g., aging)
  • ID each demographic TREND as a threat or opportunity.
  • Stats Canada collects most demographic data on Canadians
  •  For example:
    • age distribution of population
    • ethnic, religious, national, distribution
    • education distribution (percentage for public school, high school, undergraduate and graduate students)
    • regional distribution of population in country
    • income distribution by percentage in each quintile
    • annual births/deaths
    • fertility rates for country (where the firm does business)
    • mortality rates for the country
    • population growth rate
    • population density
    • percentage of home ownership
  • ID relevant attitudinal or behavioral data
    • Each national polling firm e.g. Ipso Reid, Gallop, Pew Research Centre, provides a search engine and access to all past polls that the firm completed (e.g., polls on attitudes to banks, European trade deal or pipelines).
    • Attitudes towards e.g. oil sands, e.g. foreign investment, e.g. the environment, e.g. alcohol sold in corner stores,
  • Suggest analyzing one key trend for demographic, behaviourial and attitudinal if possible or relevant for your firm or firm’s industry.

Industry Overview


A one page overview with statistics from the last 3 years for the industry or a proxy (will review in class), including:

  • annual industry sales if possible
  • annual growth rate if possible
  • industry ROIC if possible
  • number of firms if possible
  • number of employees if possible

Note: Use NAICS code industry summary where possible.

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