Micro-environmental factors such as customers are essential in determining the success of marketing especially when the needs of the clients are satisfied. Similarly, the contribution of employees to the company is fundamental in production of high quality products which are highly marketable (Apple, Inc. 2008). The media is an equally crucial factor of the micro-environment because any information which originates from the media either positive or negative can adversely affect the sales of the iPhones.
Macro-environmental factors include worldwide change in technological perspectives of the digital world as well as evolution of more sophisticated software. This attributes creates an edge for Apple iPhones hence increasing their demand in the global market. The global problems such as the recent financial crisis which hit the whole global market contribute negatively towards the marketing of products (Apple, Inc. 2008). SWOT analysis SWOT analysis involves seeking to understand the strengths, weaknesses, opportunities and threats that are within the vicinity of the firms reach.
Strengths include qualities which may be possessed by the iPhone and not present in other similar models which are in the market. Similarly, strength may be ability of a brand to meet the needs of a particular age bracket thus placing it on top of the others (Linzmayer, 1999). [pic] Weaknesses are negative attributes especially contributed by the micro-environmental factors such as poor publicity. Such a weakness may lead to collapsing of the brand especially when urgent measures are not undertaken to counteract it (Blokdijk, 2008). [pic]
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Opportunities involve taking advantage of the weakness portrayed by competitors and ensuring that the brand attains higher recognition. During the low season for competitors in addition to ensuring that the firm takes note of the activities and in case of any chance of failure to make a breakthrough (Apple Inc. 2010). [pic] Threats are negative aspects which dampen the occurrence of any successful strategies. Negative aspects which hinder the achievement of certain goals are referred as threats as they interfere with execution of the firm’s productivity. SWOT analysis |Apple’s iPhone |Samsung |Nokia | |Strength |Unique features of product |Presence of a wide variety of |Reputation in the market | | | |products | | |Weakness |Position of moisture sensors on
Shortage of distributors in the |Presence of counterfeits bearing| | |the iPhone hence it easily |local market level. almost similar names. | | |exposed to moisture. | | | |Opportunity |Increased taste of customers |Well established international |Easy recognition of the brand as| | |requiring customized products. |niche thus increasing the |it has been in the market for | | | |international sales of its |quite some time. | | |products. | | |Threat |More competitors dealing with |The wide ranges of products in |Counterfeits being sold at | | |iProducts in addition to |the market tend to limit |cheaper prices than the original| | |increased availability of the |consumer loyalty as they cannot |products hence consumers tend to| | |internet at lower prices. recall the name and use of the |reject the real Nokia products. | | | |various products. | |
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