Introduction - SCA's global brand, TENA
SCA is the world leader in incontinence care product. The International Continence Society defines incontinence as any involuntary leakage of urine. SCA's global brand, TENA, comprises a complete product portfolio of incontinence products range from large absorbent incontinence protection in a pant model to ultra-thin protective pads. SCA creates it's value through knowledge of consumer and customer needs, regional presence and efficient production. SCA products are produced nearly exclusively from renewable and recyclable materials. Equal quantities of recycled and fresh wood fibres are used in production.
Part 1: Marketing Environment Audit
1.1 Demographics
The age structure for the past four censuses (in 1970, 1980, 1991 and 2000) shows that the proportion of younger age groups (15 years and below) is decreasing, while the proportion of elderly is on the rise. The median age was 17.4 in 1970, 21.9 in 1991, 23.6 in 2000 and is projected to increase to 27.1 in the year 2020. Within a period of thirty years (from 1991 to 2020), the median age will have increased on average by 1.7 per decade. The old-age dependency ratio is expected to increase to 15.7 in 2020 from 10.5 in 1970. Over a period of 50 years, the median age of the Malaysian population will increase by 10, and the old-age dependency ratio by 5 (Department of Statistics, Malaysia 1998). By the year 2020, Malaysia will be a mature society with 9.5 per cent of its population aged 60 and above. The proportion of population 65 years and over for Malaysia in Census 2000 was recorded at 3.9% compared to 3.7% in 1991. Consequently, the median age for Malaysia as a whole increased from 21.9 years in 1991 to 23.6 years in 2000. All these different age parame ...