SOCIO CULTURAL (MARKETS AND CUSTOMERS) ● Societal factors usually deal with the intimate understanding of the human side of changes and with the quality of life in general. A casein point The companies that makeup the US. defense industry have seen more than 50% of their market disappear. When the Berlin Wall tumbled, the US. government began chopping major portions out of the defense budget. Few would disagree that the post Cold War United States could safely shrink its defense industry. Survival of the industry, and therefore of the companies, demands that companies combine with former competitors and transform into new species.
