The paper "Apple Computers Market Analysis" is a great example of a marketing case study. Apple was founded in 1976 by Steve Jobs and Steve Wojniak and incorporated in 1977; it is headquartered in Cupertino California. The company deals with computer software and hardware and other electronics like iPhones, iPads, and iPods. Its current revenue is about USD$ 19.3 Billion. It has both local and international market in major cities like Sydney Australia where the focus of the paper is narrowed down. This paper provides a detailed environmental analysis of the company is provided through a detailed PESTDC and Porters forces analysis where different environmental factors are considered.
Analysis of Apple computers in terms of internal strengths and weaknesses and external opportunities and threats through a SWOT analysis is also considered. Many professional and schools in Australia are increasingly dependent on technology a factor contributing to increased opportunities to Apple in Australia. Environmental analysis PESTDC Political The political and legal environment in Australia offers fewer restrictions and thus making it generally easy for Apple to do business in Australia. As compared to other major European countries, Australia legal and political environment offers fewer obstacles because of high transparency and low taxation as compared to countries like China where political influence is larger. Economic The last recession period that affected the entire world market had some effect on Apple sales not only in Australia but also in its entire market niche.
This was mainly because of the change in buyer’ s behaviour as a result of the global recession; buyers tend to concentrate on essential commodities when affected by an economic downturn. International exchange rates also affected the company’ s cost of manufacturing the product and hence leading to a declined profit margin.
In Sydney and other major towns of Australia like Canberra, Apple is increasing its market niche as the effects of recession decline. Social- Cultural forces The internet presence is slowly changing out cultural norms especially through the development of the social network. In Australia, this is the case and the introduction of internet supporting devices like iPad and iPhones is greatly influencing the social trend in the country. The presence of Apple in the Australian market is strategic in terms of social and cultural changes that affect the entire continent. Technological In the Australian market just like the European market, the development of technology is rapid, the normal desktop computers could be replaced by advanced systems like iPhones and iPads developed by Apple.
Considering that Apple products like the iPhone 4 are an internet-based phone, its usage has increased in the Australian market as a majority of the young generation is using iPhone in Sydney to download music. Demographic change In Australia, most teenagers use iPhones to browse and download their favourite music from iTunes and other sources of streaming media.
Apple has thus taken advantage of is 3G and 4G enhanced handsets like iPhone 4 in the Australian market. Young people of ages 14 to 35 largely use the internet and thus Apple products offer the service to the majority of the population. SWOT analysis Strengths Apple takes advantage of its brand and the failures of other brands hardware’ s in the Australian market. The products of Apple computers set a very high standard of quality in the market and thus making its product dominant in its market niche as a result of the optimization of its brand image. Apple maximises on design and utility, for instance, its computers are in designed to be a single unit as opposed to separate parts and cables.
The iPhones produced by the company are well designed to suit the consumer (Kurtz & Snow 2009). The company also has an advantage of its CEO Steve Jobs who is charismatic and visionary; he is also one of the world-leading inventors with more than 200 patents and intellectual property rights.
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