Situation Analysis..docx - Running head ASSIGNMENT 1 SITUATION ANALYSIS Assignment 1 Situation Analysis Name Institution Course Date 1 ASSIGNMENT 1

Situation Analysis..docx - Running head ASSIGNMENT 1...

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Running head: ASSIGNMENT 1: SITUATION ANALYSIS1Assignment 1: Situation AnalysisName:Institution:Course:Date:
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ASSIGNMENT 1: SITUATION ANALYSIS 2Assignment 1: Situational AnalysisCompany BackgroundApple Inc. is an international American company founded by Steve Jobs and Steve Wozniak in 1976. Apple Inc. produces personal computers, cell phones, computer software, as well as other consumer electronic products. It operates various retail stores across the globe and is well-known for such products as iPad, iPhone, iPod, and the Mac line of computers. The company operates in a highly competitive industry that requires a lot of innovation. New productdevelopment is one of the primary growth strategies pursued by Apple. The firm regularly introduces new products or updated versions of its existing products in the market to increase its market share (Kanagal, 2015). The primary purpose of this paper is to analyze the micro and macro-environmental factors that affect the operations of Apple Inc.Apple’s Microenvironment AnalysisIn marketing, the micro-environment of an organization entails all those micro factors that influence the organization’s performance, decision-making, and strategy (Wheelen et al., 2017). These factors include the company, suppliers, marketing intermediaries, public, competitors, and customers. At Apple, the top management within the company is responsible forsetting objectives of the organization which are utilized by the firm’s marketing department to come up with marketing strategies that can help the firm be competitive in the firm. Suppliers form the other micro factor that influences Apple's operations. They are responsible for providingthe company's materials for production. Apple uses more than 200 suppliers, led by Foxconn, in the production of its devices (Apple, 2019).Similarly, the company also relies on the services of various marketing intermediaries which helps in the marketing and distribution of its products to the final consumers. For instance,
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ASSIGNMENT 1: SITUATION ANALYSIS 3Apple’s customers can get its products through such authorized retailers Target and Best Buy (Apple, 2019). Apple also serves a wide range of customers who purchase and use its products. The company’s customers include corporations, schools, and individuals. The company has adopted various marketing strategies which help to retain its existing customers and attract potential customers. Such strategies involve considering the wants and needs of the customers in addition to providing value-added and after-sales services (Johnson, 2012). Apple operates in a very competitive market that is dominated by various companies that employ different strategies to dominate the market. Samsung, Lenovo, HTC, and HP are the company’s primary competitors. Apple’s unawareness of the marketing mix strategies of these competitors can make it difficult for the company to lead the consumer electronics market. Applemust have a better understanding of how its competitors react to changes in the market environment to help it develop better strategies for success (Johnson, 2012). Lastly, the company
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