An investigation into the Informatics Industry Sector: The case of Apple

Résumé du document

Apple Computer Incorporation is an innovative company settled in the media and high technology world. It is the seventh biggest company in the world which is present in hardware and software as well as online services. The fact that Apple practices different activities does not help to exactly know the main strategic axis. Indeed, it is unclassifiable: we may wonder whether it is a company of software publishers such as Microsoft or Adobe, or a manufacturer of appliances such as Sony or Siemens or services provider such as Youtube.

The objective of this report is to analyse Apple's current marketing activities in the context of its competitive and broader operating environments. I will present this in the form of a marketing audit by considering John Harvey-Jones' (1992) idea: “There is no point in deciding where your business is going until you have actually decided with great clarity where you are now."

The purpose of this audit will be to capture ‘trends'. Indeed, the objective is to carry out an examination of the market environment and the company's marketing strategy and operations. This way, we have to know and understand the dynamics of the external environment in which Apple will have to adapt and to evaluate past performance and present activities (Kotler, Armstrong, Wrong, Saunders 2008). Therefore and considering the size of the brand, the purpose will be to establish a marketing audit based on the global strategy and policy of Apple.

On one hand, I will analyse Apple's problem areas and opportunities through an internal and an external analysis to determine how a new project is being approached.

On the other hand, I will propose some recommendations to develop the marketing strategy and to settle a plan of action for performance improvement.

Extraits

[...] In addition to that engineers from society Xerox Lawrence g. Tesler were recruited. We understand that Apple provides a high capacity in term of innovation. (Schuler, Jackson 2007) The size and the feature synergy of Apple In 1981, by choosing the vertical integration instead of the horizontal integration, the company is entered in the software market. It was a very good opportunity for Apple, because the market growth was very strong. Indeed, the value of this market increased by $ 400 million in 1981 to $ 4.2 billion in 1982. [...]

[...] This way, users were not prepared because Apple products did not correspond to a current need. Nevertheless, nowadays in the innovation age, all could be conceivable. Therefore, Apple does not have to hesitate to propose new revolutionary product. It appears important to be proactive and not only reactive especially in a constant evolution market. Finally, it is important to maintain the acquired advance. Develop the compatibility of the product to seduce many potentials users. With their war, Microsoft and Apple have divided the informatics world in two parts: PC and Mac. [...]

[...] Apple has also authorized resellers (FNAC), and other distributors and wholesalers. Besides, there are many services associated with download from their website. This website also offers accessories to the Mac and the iPhone. SWOT analysis: All in all, SWOT analysis resumes the two different approach of the company study. It permits to clearly show what are the variables of internal and external analysis. (Grifin, 2007). SWOT analysis determines the strengths and the weaknesses of a company's structure and its opportunities and threats functions to the environment. [...]

[...] This force must not become a disability. This way, one of the future objectives of Apple must be to develop an operating system that would be compatible with all other brands. Develop some affordable product in each range. The idea is not to enter in a war of price without any limits. Indeed, the goal is to create a doubt in the head of the buyer who hesitate and this way convinces a wide part of consumers. Apple could be known everywhere. [...]

[...] Apple could make some donations to universities, colleges or high schools. Apple could have some benefit notably a better image from the young generation of future workers and especially consumer and prescribers. Indeed, we often buy like our parents. REFERENCES Ahlstrom, D. & Burton, G. (2009) International Management: Strategy and Culture in the Emerging World.Cengage Learning Allio, R. (2002) Leadership. Tata McGraw-Hill. Armstrong, G. & Harker, M. & Kotler, P. & Brennan, R. (2009) Marketing: An introduction. Pearson Education. Ayers, L. [...]