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Marketing: Environment Audit - Article Example

Apple market share has grown from strength to strength making it the leading supplier of smart phones and tablet computers in the world. Apple has all the opportunity to double its market share given that it only has 5% share in mobile phones and 5% in PCs. So far, apple has not fully penetrated the Chinese market and if it does, its market share will even triple. Given that apple is well positioned to take on the next decade challenges and opportunities that shall emerge in the mobile internet and cloud computing, it is likely that it will continue to dominate the market. In the UK alone, apple has a huge market share. Recent research has show that apple will sale around 44.2 million iPads in 2011, 500,000 thousand more than what was anticipated (Standoff, 2007). This will be 74% market share of the tablet industry, 10% more than the previous projection. This is anticipated to continue well up to 2013. The profits of the company have been surging on with the company making $5.99 billion in its March quarterly profits with revenue of $24.67 billion. Customers Apple has three-customer segmentation. The first segmentation consists of the early adopters who always want to be the first to have new products from the company. They always want to stand out. The second segment consists of late majority customers. These customers only want products they will easily understand how to use them and that those products will meet their needs. These customers mostly buy the iPod and iLife. The third segmentation

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consists of customers who use the products for professional reasons (Yarrow, 2011). They could be authors who want to write books, musicians who want to compose their songs or filmmakers who would appreciate taking films using the product. According to majority of customers who use apple products, they feel that the company is doing an excellent job in the way it market it products. Customers feel that the company’s decision to have a store just for Apple products as a good customer care service. In addition, majority of customers appreciate the way Apple products complement each other and therefore making it unnecessary for them to buy complementing products from one company unlike Apple competitors who do not have complementing products. Furthermore, they say that Apple is consistent in its products in that a customer who has already owned an Apple product will find it easy to use Apple products that have different portfolio (Standoff, 2007). The new innovations that come with Apple products together with their attractiveness is what lures customers back unlike Apple competitors, whose products are less attractive and have few innovations. Other customers feel that it take long for the customer care service at Apple to respond to their needs and sometimes the company refuse to take back products that are returned by customers. Although most customers agree that Apple products are quite expensive as compared to it competitors. However, given the quality of those products, the prices are acceptable to the customers. Competitors The major Apple competitors are: Microsoft, Nokia, Samsung, HTC, LG, Dell, Sony, Google, Real Network, Acer and Hewlett. Most of these companies have huge market base. Microsoft
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Environmental audit Bijiek Jieknyal Walden University Environmental Audit Introduction I have chosen Apple to carry out an environmental audit on given the high spirit the company is rated with. A company is well known for changing the way people lead their lives especially in the communication field…
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