Apple Inc. is an American multinational corporation that designs and markets consumer electronic, software and personal computers. The mission statement of Apple is “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices.” The vision of the company is "To make a contribution to the world by making tools for the mind that advance humankind.” Apple operates around 300 retail stores in ten countries, also have an online store where hardware, software products are sold. In Hong Kong we only have the online store of Apple, still do not have any official retail stores.
is an American business magnate and inventor. He is well known for being the co-founder and chief executive officer of Apple. Steve Jobs
(2) Existing PEST
Apple is not the market leader of the computer industry no matter in Hong Kong or all over the world, it only got around 7%, and in the computer industry Apple has many competitors, like Dell, HP and Lenovo. Due to the economic crisis, Hong Kong has a very high inflation rate recently, people will think twice before they buy such a expensive product like Macbook. But still have good news, is the increase of the income level, it will higher the willingness of the publics to purchase the Apple products.
Technological & Information environment
Apple has many well-known software programs, like IOS, iwork and the photo booth. All of they are specially designed for the Mac computers, there are the comparative advantage of Apple. Apple also make good use of the technology to develop many multi-functional products, and they keep improving the existing programs like itunes, quicktime, and the system will remind the users to upgrade the software that they are using.
Demographic. Social & Culture environment
Hong Kong become a multi-national culture city after the return to China, so there are so many different life-style in Hong Kong, like luxurious and environmentally- friendly life-style. And Apple products are very diversification, so that can fulfill their needs. The size of the family has become smaller. Primary and secondary reference groups such as friends and advertising can affect people’s behavior. In Hong Kong, we have the problems of aging and unbalance between male and female. Late marriage and the postponed childbearing also affect the people of buying Apple products.
Political & Legislative environment
According to the Hong Kong Basic Law, there are an Import and Export Ordinance, Chapter 60, to give definition of import and export, and concern about the environment during the process. Because the technology keep improving, people always want to purchase the latest computers, then the old one will become the electronic wastes, and them will release some toxic chemicals, so Hong Kong Government and Chamber of Hong Kong Computer Industry conducted the Computer Recycling Programme, to help reduce the wastes and protect the environment.
Because of the global economic crisis, Hong Kong just had a economic downturn, people want to save their money instead of purchase some luxury products, like computers. And the decrease of the purchasing power also makes fewer customers to buy Apple products. More and more competitors appear in the industry, for both direct and indirect competitors, now people would like to use Smartphone to browse the net and handle their daily business; these will compose the threat of Apple. Not only Apple is improving, the competitors are also keep improving for their products and systems, like Samsung just launch the Galaxy Tab, to fight against the Ipad form...
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