Marketing and Apple

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Title: Leading the way- Start with a Marketing Audit.
To: Jayne Williams
From:
Date: 4-Jan-13

Executive summary
This paper will discuss marketing audit of the Apple Inc. Four aspects will be discussed in this report. The first part of this paper is about the background of Apple Inc. The second part is the analysis of the environment that Apple Inc. faced. In the third part of this report, the macro environment will be analyzed by PESTEL framework and the micro environment will be analyzed with Porter’s five forces analysis. The SWOT analysis will be used to evaluate the Apple Inc. At last, recommendations will be given after all the analysis.

Contents

1. Introduction4
1.1 Background4
1.2 Marketing audit4
2. Main findings4
2.1 The environment analysis4
2.2 Macro environment - PESTEL framework of Apple Inc.5
2.2.1 Political factors5
2.2.2 Economic factors5
2.2.3 Social and cultural factors6
2.2.4 Technological factors6
2.3 Micro environment –Porter’s five forces analysis7 3. SWOT Analysis8
3.1 Strengths9
3.2 Weakness10
3.3 Opportunities11
3.4 Threats12
5. Conclusions and recommendations12
Reference13

1. Introduction

1.1 Background

Apple Inc. (Apple) is a multinational company which is located in California and its main products include personal computers, media devices and portable digital music players and so on. The company's operations span across nine product lines which include: iPhone and related products and services, iPad and related products and services, portables, iPod, desktops, other music related products and services, software, service and other net sales, and peripherals and other hardware. After Samsung and Nokia, Apple is the third largest mobile phone maker in the world.

1.2 Marketing audit

The marketing audit is considered as a tool to gather data and information to reveal the business activities of the firms (Chirla and Funar, 2010). The marketing audit is an important part of the marketing planning process. It is conducted both at the beginning of the process and at a series of points during the implementation of the plan. The marketing audit considers both internal and external influences on marketing planning, as well as a review of the plan itself.

2. Main findings

2.1 The environment analysis

A business does not operate in a vacuum. It has to act and react to what happens outside the factory and office walls. These factors that happen outside the business are known as external factors or influences. Randviir (2007) defined the external environment to those that relevant physical and social factors outside the boundaries of the organization or specific decision unit that are taken directly into consideration. These will affect the main internal functions of the business and possibly the objectives of the business and its strategies.

2.2 Macro environment - PESTEL framework of Apple Inc.

The PESTEL is referred to Political, Economic, Social, Technological, Environmental and Legal factor (Michael E.Porter, 2008). It is used by global and multinational companies to set the stage, to develop specific tactics and to mitigate the risks involved in executing their vision in unfamiliar environments.

2.2.1 Political factors

Political factors include tax policy, trade regulations, tariffs, environment law and labour law. Tax policy will influence the business strategy of Apple Inc. such as, tax in American is really high, thus Apple Inc. should conducted some strategies to reduce tax bills in American. The government of the United States always pays much attention to high-tech industry investment, supporting the development of high-tech enterprises, which is good for the Apple Inc. who can get policy support from the government.

2.2.2 Economic factors...
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