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Marketing Environment

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by

Xin Yu Tow

on 30 September 2012

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Transcript of Marketing Environment

Marketing
Environment How the environment
and social movement
affect the trend in
today’s marketing approach? General View of
IT industry Macro environment Micro
environment Suppliers Public Media Competitors -Promote the positive things

-Reduce the impact of a negative event

-Updated news from online sources

-Facebook, Twitter, Google, blogs, etc.

-Example: Mainstream press and analysts agree Apple would reign over the Christmas period, and play catch-up with Android handsets made by Samsung and HTC afterward Market can move very quickly:-
-Changes in trading conditions, consumer behavior, technological developments
-Examine competitor’s responses to changes
-Apple’s competitors: Samsung, Dell, Sony, etc

What to do?
-Differentiation :- benefits, features
-Apple: Operating System Environment -Force Apple to be friendlier with nature

-Not being a leader in removing toxic chemicals

In 2009, took environmental measures for manufacture product with recycled materials Social Dynamic change of life-style :-
-Entertainment ( Better graphic and sound)
-Travel/mobility ( smaller, lighter devices)
-Everyday computer ( reliable office system)
-Status ( Great brand and quality)

Dynamic change of Demand :-
-Decreasing in developed countries
-Increasing in emerging countries -Global economic condition

Example : Credit Crunch situation

-Types of Competition

-Purchasing Power IT Environment IT as a part of people’s lives, as simple as communication.

IT products comprises of gadgets, devices, etc.

Malaysia – ranked 31st in the IT Industry Competitiveness Index Apple Inc. What is Apple Inc.?
-Formerly known as Apple Computer, Inc.
-Manufacturers of the infamous iDevices

Why Apple Inc.?
-Listed as 1 of the 25 companies of the World's -Most Reputable Companies’ List by Forbes
-Listed No.1 in the Top 10 Most Innovative Companies by Forbes IT Marketing -IT as a medium for marketing :
-Social Sites, Facebook
-Pop-Up Ads, Youtube
-Bulk Buying Sites, Groupon

-Easy for marketers to target specific age groups and also the type of people that it wants to target Member Member Member Member Member Member Member (cc) photo by theaucitron on Flickr copy paste branches if you need more.... -Close supplier relationships
-Price
-Quality of raw material
-Example: Cost of computer components:- Processor suppliers of Apple : Intel, IBM, Cyrix, AMD Economic Oxford University Press, 2007.PESTEL analysis of the macro-environment.[online]Available at: <http://www.oup.com/uk/orc/bin/9780199296378/01student/additional/page_12.htm> [Accessed 26 September 2012 ].


Norviansyah N., 2009.Global Business Environment Analysis of Apple.[online] Available at: <http://novriansyah.wordpress.com/2009/10/01/global-business-environment-analysis-of-apple/> [Accessed 23 September 2012].


Sah, D.P., 2012.Apple.[online] Available at: <http://durgaprasadsah.hubpages.com/hub/Appleswot> [Accessed 24 September 2012 ].


Ramosaj, A., 2012.PEST Analysis for Global Final Paper- Apple Inc.[online] Available at: <http://www.scribd.com/doc/52991178/11/PEST-Analysis> [Accessed 20 September 2012 ]. Reference List -Rate of technological changes

-New product development from R & D

-Innovation

-Hardware e.g. Intel
(Respond with comparable or faster processor)

-Software e.g. Microsoft
(creates pressure for Apple to
upgrade MacOs) Technology
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