ANALYSING THE GLOBAL MARKETING ENVIRONMENT

Analyzing the Global Marketing Environment



Analyzing the Global Marketing Environment

Introduction

The study is based up on the marketing environment of India. The reason of selecting India is that it is growing market in terms of modern technology. Moreover, in India there is possible bright future for the many companies, especially the technology-based companies. Moreover, the study focuses on the Apple Incorporation as their Apple Mac Computers are the best value in differentiating consumers to perceive like being highly innovative and different from other personal computers. However, its relevance is remarkably low, since many consumers do not think it is appropriate for them (something like, happens to brands like Porsche and Tiffany & Co). Apple Mac Computers has a high differentiation, and its current target market is based on segmentation and it offers greater value to consumers to know enough about the brand. Combining these elements, we can understand that Apple Mac Computers have a high strength due to its high level of differentiation as compare to Compaq and Accer.

Majority of the consumers perceive that the company is focused on modern technology and quality. It will demonstrate that it has established a strong connection to their minds joining the company name and the attribute that is speed and quality. In addition to this, company is in a position to be successful because although its brand is associated with attributes such as personalization, reasonable price and flexibility in the market like India which is the growing market. These attributes were discarded by the company to be less prominent in the decision process of consumers who focuses and emphasizes on the attributes' which include speed and quality. In other words, the Apple Company is associated with positive attributes but irrelevant to influence the purchase decision in many countries. Of course, the company has an even bigger problem but let's assume for the moment it has chosen correctly that is the fast speed which is an attracting attributes that make a customer choose a company like apple which is offering Apple Mac Computers.

Environmental Analysis

SWOT Analysis

Strengths

Apple is a highly successful company. Sales of its personal computers had increased in the second quarter in United States in the recent past. The brand perception had also increased sales of Macintosh computers. So personal computers of Apple gives the company access to a whole new series of segments that buy into other parts of the Apple brand. Sales of its notebooks products are also exceptionally strong and represent an enormous contribution to income for Apple.

Brand is a key factor for the organization. Apple is one of the most established and healthy IT brands in the World and has an extremely loyal set of enthusiastic customers that advocate the brand. Such a powerful loyalty means that Apple not only targets and focuses on the new customers, but it also retains them. This strategy makes the customers, to come back to buy products of Apple, and the company also has the opportunity to extend new products ...