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publié le 27/04/2010
Document de 16 pages au format WORDTweeter
Apple has met with many difficulties over the years years because of its main competitor Microsoft. Today however, the company is back on top, getting more and more market shares, and its products are used by more and more consumers. It is interesting to see how the company succeeded in launching a marketing campaign in order to increase the sales of its new products like the MacBook.
This marketing analysis looks at the company environment, its competitors, etc., It also provides a SWOT analysis, and an evaluation of the company.
The target of Apple is the new generation, young people, fans of technology and professionals (mostly in design and media), which is a huge market (more than 5% of the population). Otherwise, people who are more than 50 years old are not really interested in these new products. We use it since we are children; we have grown with IT, which is not the case of the seniors. Another point is that Apple's problem is not the price but the status quo: people who are used to have a Windows are frightened to buy a Mac, for instance. Yet, that's issue tends to reduce itself with the new generation which can easily by-pass these “incompatibilities”.
The IT market is a sector which grows very fast. It doesn't limit its impact on households, businesses and government, it generates a lot of new jobs (most of them software related) and tax generation.
Of course, computers and IT in general pollute. They represent 2% of the greenhouse gas of the world. But some IT innovations want to decrease the 98% remaining. Nowadays, for a company like Apple, the environment is very important. Indeed, except the will to protect the planet, the “Ethic” gives a good image of the group. That's why the use of materials and the energy is controlled at each step of the process of production.
Political, Legal Forces:
The IT market is very legislated. Innovations are very frequent, which imply lots of thefts. Freedom of correspondence and Freedom of expression are debates of everyday. The point is that it is hard to fix a limit. With the development of IT, security of identity is less and less obvious. Patents are deposed, but some are so close to another one, and it can be very difficult for the justice to treat these cases.
Technological and cultural:
Today, we are in the world of the Immediate Information, thanks to the development of internet, telecoms, audiovisuals and computer software. The “mobile” market grows up very quickly too. We are in the era of the Nomadism, and we have to face it. The 3G generation and the Web 2.0 are examples of these services in huge rise. However, this passion for the IT causes a hard competition. And other difficulties can be added, like the fragmentation of the market, the cost of the investments in research and development, and also the insufficient mobility of the experts on this field (...)
I) Situation analysis
A. The environment
B. The industry
C. The company
D. The marketing process for one company's offer
II) SWOT analysis
III) Evaluation of the company's marketing strategy and recommendations
Docs en anglais publié le 27/04/2010
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