Executive summary The assignment focused on the marketing audit of Apple.

There was discussion and analysis on certain market segments, targets, mixes and some other market led strategies that keep Apple computers on the leadershipstanding into the market putting standards, quality and excellence on a stable notion. Apple computers, premier provider of products and services required for customers worldwide to build their information technology and Internet infrastructures and are by far the most renowned name in the computer industry for customers worldwide. Apple computers has been enhancing and broadening the fundamental competitive advantages of the direct model by applying the efficiencies of the Internet to its entire business. The Apple environment refers to the nature and direction of the economy in which a firm competes or may compete. Apple computers opportunities to expand into new market, to invest more on marketing tactics for promotion and product ads and achieve right customer service for satisfaction and loyalty tenets. The technological segment includes the institutions and activities involved with creating new knowledge into products, processes and materials. In the computer industry, technology continues to be smaller and faster. Introduction The purpose of the assignment is to allow readers to have a closer at Apple computers with regards to marketing environment and be able to assimilate ways on learningsuch marketing tools for analysis, attest levels of knowledge and critical analysis of several strategic management students especially those in the MBA programs and courses. Apple produce high quality products using direct business approach and sell them directly to the customers and that global economy and increased competition in which Apple computers financial ratios identifies that the company is no match for their competitors (Draft, 1999; Wilson, 1994). Apple rivals include Dell, Asus, Toshiba, HP and other computer related business. The strategic environment of rivals have consisted such imperative business conditions that affecting strategic performance. An analysis of external environment allow Apple computers to identify key conditions that are beyond its direct control and those elements on which it can have an effect and help Apple computers identify the opportunities and threats in Apple computer business (Hicks and Gulliet, 1998). Apple computers strengths involve internal resources and capabilities that have the potential to be core competencies, Apple computers have opportunities such as potential growth in overseas markets; the industry is still in a growth phase and the entering to the new product markets. Apple

computers provides the mode to custom the computers of the customers choice and taste and delivers the system to the customer as it is the most crucial and critical success factor behind Apple and pricing its machines not so much such as high technology products but is more like of an airline tickets and low margin commodities (Fahey and Narayan, 1986). Apple computers product life cycle is very good and being the best among and top company selling innovative products such as Ipod and iPhone, Apple computers implemented goals where by the goal to improve internal environment performance as is used to share successes throughout the company (Hicks and Gulliet, 1998). Apple strategic model enables Apple computers to develop a thorough understanding of customer expectations which strengthens customer relationships and increases customer satisfaction and loyalty. Body Discussion and Analysis Marketing Concept (philosophy) and marketing environment analysis The business marketplace is for the most part made up of mature markets and with maturity comes sophistication. It is by necessity that marketing communication is an evolutionary process and must satisfy the ever-increasing demands and emphasis placed on it as the single surviving, sustainable, competitive edge in the marketing environment (Caywood, Schultz and Wang, 1991; Kotler and Armstrong, 2001). Apple computers competencies can be about cost and strategic drive into the market has potential growth in overseas markets as the industry is still in growth phase and the entering of the new product markets. Apple computers competitive forces are about direct concept which helped them to reach average returns and remains in business today. Apple computers customers have developed brand name loyalty to Apple computers because of their low cost differentiation strategy. Apple computerscompany is dynamic and complex organization because of its proven best quality services and being dedicated in serving the world with its management values that has kept them to be one of the best and most renowned in the computer industry business in relation to Apple's climb in terms of market leadership which is the outcome of a consistent focus on delivering the best possible customer experience by means of standard based products and services in engaging the global market (Wison, 1994).Public relations is imperative part of the marketing mix as the right PR can get the company quoted as experts in innovative products that has a great touch of technology advancement and continuous updates as supported by the target market and can possibly launch retainer relationship and a detailed plan for public releases and events as well as company

reports and interviews. The underlying objective of the PR program is to establish Apple computers expertise in product evolution and positive updating and upgrading of product services standards and principles and be able to keep potential customers to patronize the services offered. The most effective means of communicating will be through advertisements through radio and television services and popular shows geared toward the target audience. Thus, advertising on the iTunes website will be the major communication strategy for reaching existing owners of iPod (Schultz, Tannenbaum and Lauterborn, 1994). Segmentation, targeting and positioning section
Marketing environment allow Apple computers to identify key conditions that are beyond its direct control and those elements on which it can have an effect and help Apple identify the opportunities and threats in the business (Hicks and Gulliet, 1998). There several key success factors affecting Apple computers, social factors has affected business environment at Apple as there were utilizing promotions because of high business impact that Apple integrates, gain consumer faith and trust of various service and product lines (Needle, 1999), Apple computers is expected that their strategic success would be forever and will be implementing such models and believed that IT will be expected to play a vital role in the success of Apple business as well as the centerpiece of its marketing standing. Apple computers comprise new development in the unfolding current business situations within the competitive aspect. There has been confrontation in many ways that involves a range of customers and partners of Apple computers involved in the computer industry representatives fighting to retain control of business matters, computer buyers arguing to protect sharing of products and services strategies as struggling to avoid legal liability for business organizations which are seeking to safeguard the rights of computer providers as well as customers respectively. Apple computers will have to encourage the proper adaptation of possible solutions that involves certain stagnation of the strategic development of the overall business transaction as well as the consideration of ways in deciding for such changes in the external and internal environment as it serves as the main structure in maintaining business growth and stability encompassing issues and concerns brought about by the reality of organization competition involving the center for business implementation.Apple computer should engage more on strategic principles for growth and expansion in terms of providing standards of business quality among its products and services that will aim in increasing morale in the faces of satisfied customers trusting the services offered by Apple computers. There is about socio-cultural segment which places concern with Apple society attitudes and cultural values. The potential for Internet growth is huge, giving foreign computer companies, Apple computers the opportunities to expand into the new market. Apple computers has to invest more on marketing tactics for promotion and product ads and achieve right customer service for satisfaction and loyalty tenets. The technological segment includes the institutions and activities involved with creating new knowledge into products, processes and materials. In Apple

industry, technology continues to be smaller and faster than ever. Providing access to technologies developed by institutions has proven a key government resource.

Marketing mix strategies Product Strategies

Apple Company has designed a range of products and services to meet the needs of education customers. These products and services include the iMac and the MacBook, video creation and editing solutions, wireless networking, professional development solutions and learning solutions. The iPod remains a mostly closed and verticallyintegrated platform. Although Apple provides documented interfaces for hardware accessories, developers have no supported way to add features to the software and although the iPod supports the mainstream MP3 and AAC formats, the iPod does not support other proprietary formats like windows media and real audio; Apple refuses to license into other online music vendors. Apple did add Windows PC support with their second generation iPod series. The service itself is a key component to marketing mix as the service should be the best advertisement as there is specialization on product valuation intended for international product marketing means and develop contacts with people who can be loyal buyers and recommenders. The taking of the products across national boundaries into fresh markets, explore channels, guide customers and establish better relationships. Pricing Strategies Price competition in the market for personal computers and related peripherals has been particularly intense as competitors who sell Windows and Linux based personal computers have aggressively cut prices and lowered their product margins for personal computing products. Apple focusing on business to business as well as business to consumer markets, but relatively broadly defined as the knowledge and expertise is most valuable when applied to the market entrance phase of high-tech products to be marketed through channels in new markets usually across international borders so they need to establish new channel relationships. The strategy is to focus on Apple computers main area of expertise as the company has plenty of competition in international marketing and in product introduction expertise, but nobody can down the company as it stay focused on introducing high-tech product into better services for the global markets. Apple tactic is to keep those realistic in terms of the quality of products offered as well as stable based marketing and the use of innovative technologies in global communications like for instance the web technologies. Apples ability to compete successfully and maintain attractive gross margins and revenue growth is heavily dependent upon its ability to ensure a continuing and timely flow of innovative and competitive products and technologies to the marketplace. As a result, the Company generally incurs higher research and development costs as a percentage of revenue than its competitors who sell personal computers based on other operating systems. Many of these competitors seek to compete aggressively on price and maintain very low cost structures. Apple pricing needs to match with their positioning and not to be very economical and must be at moderate end of the pricing scale that reflects best quality products. Effective marketing and sales initiatives require a

thorough understanding of your target markets and channels. Seizing a potential window of opportunity can be critical to establishing a competitive advantage. While Apple is an industry leader in many ways, it falls far short of its peers in recycling and e-waste. This situation creates unnecessary risks, both for Apple and for the environment that we would like to see the company address. The company has not offered innovative free supplemental take back programs.

Distribution Strategies
The Company distributes its products through wholesalers, resellers, national and regional retailers, and cataloguers, many of whom distribute products from competing manufacturers. In addition, there sells many of Apple products and resell third party products in most of its major markets directly to end-users, certain education customers, and certain resellers through its online stores around the world and its retail stores. Many of the Companys resellers operate on narrow product margins and have been negatively impacted in the past by weak economic conditions. Apple believes providing direct contact with its targeted customers is an efficient way to demonstrate the advantages of its Macintosh computer and other products over those of its competitors. Apple distributes its products through wholesalers, resellers, national and regional retailers and cataloguers and Apple sells many of its products and resells certain third-party products in most of its major markets directly to consumers, education customers, and businesses through its own sales force and retail and online stores.

People Strategy
The primary target people for the Apple iPod as indicated are college students and young adults. Analysis shows that these consumers have the financial ability and willingness to invest in electronic gadgets (Salekever, 2004). There is stronger purchase trend by males over females 22 percent for MP3 players . Therefore, Apples main focus will be young male adults but this is not homogeneous market. Rather, the market is then segregated by music preferences rock, pop, hip-hop, country, as it is their intent to target both male and female consumers through their music preference whenever feasible (Salekever, 2004). Aside, customer behavior holds the key to understanding what it is that moves specific groups of prospects closer to a decision to commit and buy and that customer perceptions and behavior are crucial to crystallizing that all important key to successful marketing plan; identifying the individual customer within such targeted niche markets (Nowak and Phelps, 1994). With over two million iPods sold, Apple has garnered acceptance from many different people from baby boomers to young teenagers, with the majority of its customers being college students and young adults in the United States (Kotler, 1997). These consumers, who have financial ability and willingness to invest in electronic gadgets, will be the primary target for the iTrip/V and language enabled MP3 files which will sell for premium. People in this bracket are computer-savvy consumers who demand and are willing to pay for the products and features they want. Understanding how these consumers make buying decisions is crucial to the success of the product (Kotler, 1997). Process Strategy

Strategy is focus Apple strategy involves focusing on specific area of expertise in which the company is strong a group as in any company anywhere in the world as experts in the introduction of technology products, especially through channels of distribution. The company will then focus on geographical markets; the United States, Europe and Latin America and in limited product segments, telecommunication and technology integration products. The target customer is usually end-users in professional and student grand occasionally an owner or president of a medium corporation in growth period. Apples value proposition is high -powered extremely valuable expertise to boost major league market entrance to new markets across international borders, at a price premium commensurate with the high value as well as compete on price, on quality that makes the price more than worth it. Apple continues to develop new products and technologies and to enhance existing products in the areas of hardware and peripherals, consumer electronic products, system software, applications software, networking and communications software and solutions and the Internet. The business marketplace is for the most part made up of mature markets and with maturity comes sophistication. It is by necessity that marketing communication is an evolutionary process and must satisfy the ever-increasing demands and emphasis placed on it as the single surviving, sustainable, competitive edge in the marketing environment (Caywood, Schultz and Wang, 1991).

Reflective report Apple computers should be aware of the benefits they wish to realize, how it will be realized and ensure only investments of appropriate amounts of resources to obtain benefits. Apple computers should not always rely on corporate reputation in the market of award winning service and high quality product. Apple computers will have to initiate ways to overcome its weaknesses and use its strengths to gain advantages over its competitors by careful analyzing of the factors that contribute to the companys success in business strategies that had implemented created path for continued success (Edwards et al., 1995).Marketing based tools are useful for overall business success of Apple computers wherein Apple integrate such just in time approach and model. The usefulness keeps in contact to Apple computers marketing environment and its causal elements such as business strengths in terms of market leadership and so on and so forth. The strategic models had influence Apple computers strategic segments to be on the target and has moved Apple computers into the greater heights of operations and position in the competitive market. There can also be examination of external drivers forming Apple computers integral part of marketing opportunity and strategic driven analysis as well as being on proper foundation for any strategic measures. Marketing analysis tools will assume changes in the process of Apple computers business upon dealing to various issues and concerns of the organization as it depends on the managements actions and its respected change of nature in dealing with effective change management as directed at overcoming anger and resentment evolving into a

program that supports acceptance and internalization. For instance, strategic management consultant commenting on the organizational change process choosing Apple as the focal point for discussion and analysis for this presentation, my role to the organization is to have clear emphasis dealing to the external and internal change drivers and other essential points needed for the realization of purpose for this report presentation for the senior management of Apple computers in providing factual information that will be able better spontaneity of understanding of such organizational state needed for selection and the application of the appropriate management models as well as concepts. Conclusion and Recommendations Apples business to business market influences such ability, through the design and development of its own operating system, hardware, and many software applications and technologies, to bring to its customers around the world compelling new products and solutions with superior easy to use, seamless integration and innovative industrial design. There participates in several highly competitive markets, including personal computers with its Macintosh line of computers, consumer electronics with its iPod line of portable digital music players, and distribution of third party digital content through online iTunes Store. Therefore, while technology is useful for some aspects of leadership development, it cannot replace the importance of bringing leaders together to deepen their relationships and their learning experience. There will help ensure that communications reach the intended audiences and that the audiences notice and act upon the messages they receive of marketing communications planning that will harness the power of an effective communications plan to advance organizational objectives. There needs to employ a variety of ways and means to communicate and convey information in multiple formats to accommodate diverse needs. Indeed, in order to remain competitive, Apple believes increased investment in research and development and marketing and advertising is necessary to maintain and extend its position in the markets where it competes. The available options assume Apple computers impetus dealing towards strategic marketing analysis that the elements of its marketing environment should be crucially be considered as they are most likely to influence the development of suitable marketing mix as the micro environment of business pertains to its resources, capabilities and competencies and on the other hand, the macro environment refers to the industrial as well as the competitive conditions as it involves tools for its market analysis and that such forces are important

because it enhances and establishes growth and stability in Applebusiness as it deals to economic profits and determines the strength of competition in order to acquire a stronger marketing position and increase in sales and market share and involves diverse strategies and objectives and will follow its corporate culture and governance. Apple computers need have to be aware of the change process, they are working to realize, how it will be realized and ensuring the appropriate amount of management resources to obtain such purpose as the company relies on their reputation in the US market in terms of giving high quality products to uplift customer values. Therefore, Apple computers need to have certain change of agenda as necessarily needed in relevant assumptions for Apple computers to overcome future changes that could possibly affect negatively on the Apple business industry. References
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