HND Unit 4 Marketing Principles Assignment Essay

4161 Words Oct 31st, 2013 17 Pages
Introduction

For this coursework assignment I will demonstrate that I required a good knowledge and understanding of the concepts and process of marketing by carrying out the task given. This will be showed with examples of theory applicable to a company of my choosing.

For this task examples will be related to Apple Inc. organization.

Incorporated in January 1977 as Apple Computer, Inc. todays Apple Inc. designs, produces and markets media and mobile communication devices, personal computers, portable media players and sells a variety of related software. Apple’s products and services include the iPad tablet computer, iPhone handset, Mac computer and iPod music mp3 player, the iOS and OS X operating
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Introduced in 2007, it was a product of innovation and market research. The development of the product took three years and with the collaboration between Apple and Cingular Wireless is estimated to have cost $150 millions. According to Forbes magazine (08/2012) “…something that didn’t exist five years ago, has higher sales than everything Microsoft has to offer. More than Windows, Office, Xbox, Bing, Windows Phone, and every other product that Microsoft has created since 1975. In the quarter ended March 31, 2012, iPhone had sales of $22.7 billion; Microsoft Corporation, $17.4 billion.”

Task 2

Task 2a.
A business organization marketing decisions are influenced by macro and the micro environmental factors. Businesses can cover the inside factors with a SWOT model analysis and the external factors can be assessed by doing a PEST model analysis. The advantage of doing these analyses is the identification of opportunities and knowing where the organization is at that moment.

Apple Inc. 2013 SWOT analysis:
- Strengths: brand reputation and own retail stores. Combined with a strong financial performance and innovative capabilities Apple can be first on the market satisfying new customer’s needs. - Weaknesses. Apple products have higher prices. Conscious people my find them to expensive and competitors can take advantage of this factor. Recent changes in management could lead to misunderstandings between Apple In. departments and could slow

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