Marketing: Apple Computers

3.2 UK Specific Pestal Analysis

Political Factors:
- Democratic country.
- Part of the European Union.
- UK sterling currency.

Economic Factors:
- Good Inflation - UK rate is around the average of the EU as a whole.
- Economy growth good - 0.7% growth each quarter since January 2005.

Socio-Cultural Factors:
- Multi-cultural.
- Population: 60.2 million.
- Average age: 38.8 years.

Technological Factors:
- Highly technological country.
- Latest population research.
- PC owners: 77%, Mp3 player: 22%, Home broadband: 25%
- Household internet access - 9.6 Million.

3.3 SWOT Analysis

Strengths:
- World famous company whose products are admired and sold throughout the world
- Manufacturer of the world's No1 Mp3 player & entertainment device.
- Vast portfolio of well established products which appeal to a vast mixture of customer profiles.
- Financially secure for future research and development.

Weaknesses:
- Products are known to be higher priced.
- Often lack of supplies and stock.
- Apple products are not available in certain countries.

Opportunities:
- To further advance Apple technology.
- Creation of mobile phone Ipod to compete with competitive mobile phone Mp3 products.
- Create partnerships with television channels and movie companies with the aim of selling videos to download via Itunes.
- Open more Apple stores throughout the UK.

Threats:
- Competitors – Microsoft
- Mp3 & video piracy laws
- High street retailers (e.g. HMV) who are consistently offering CD and DVD bargains (e.g. 5 CD's for £20).
- The business cycle - currently Apple is enjoying the upper turning peak of the business cycle however this could easily be a future threat when a slowdown in the pace of economic activity happens.  

4. Apples Current Market Position and the Products and Services it Offers

Apple Computers have a worldwide PC market share of 2.2% and 6.1% share in the US.   In the business arena Apple products are mainly used... [continues]

Read full essay