Fundamentals of Marketing Assignment 2022

Running Head: FUNDAMENTALS OF MARKETING
FUNDAMENTALS OF MARKETING
Name of the Student:
Name of University:
Author Note:

1FUNDAMENTALS OF MARKETING
Table of Contents
Introduction......................................................................................................................................2
Marketing environment analysis......................................................................................................2
Macro environment analysis........................................................................................................2
Micro environment analysis........................................................................................................4
Customer segmentation...................................................................................................................5
Geographic...................................................................................................................................5
Demographic................................................................................................................................5
Psychographic..............................................................................................................................6
Challenges and opportunities...........................................................................................................6
Challenges....................................................................................................................................6
Opportunities...............................................................................................................................7
Market positioning...........................................................................................................................8
Conclusion.......................................................................................................................................8
Reference.......................................................................................................................................10
Appendices....................................................................................................................................12
Appendix 1.................................................................................................................................12
Appendix 2.................................................................................................................................13
Appendix 3.................................................................................................................................13
Appendix 4.................................................................................................................................14
Appendix 5.................................................................................................................................15
Appendix 6.................................................................................................................................15

2FUNDAMENTALS OF MARKETING
Introduction
Apple Inc. is considered to be the most successful multinational company across the
globe and is one of the big four tech companies along with Amazon, Google and Facebook. The
legacy of Steve Jobs and his innovations are further carried out by the Apple employees under
the leadership of Tim Cook (apple.com, 2019). Entering into the Australian market was
identified as one of the optimistic steps that Apple has done. The increasing rate of mobile users
in Australia is expected to reach almost 85% within 2019 and because of this the market share of
Apple in Australia is maximum with a percentage of 56.33 (landing.deloitte.com.au, 2019). In
this regard, Apple Inc. offers various range of products as well such as Macbook, ipad, iphone
and so on. As a matter of fact, there are more than 20 stores in Australia that Apple operates and
most of those Apple stores are located in cities.
On the backdrop of those facts, this research is going to analyse the market environment
in Australia and customer segmentation for Apple that creates challenges and opportunities for
the organisation.
Marketing environment analysis
Macro environment analysis
PESTLE analysis
Elements Facts
Political Political stability in Australia is quite satisfactory with an average value of
1. Therefore, it facilitates a healthy business environment

3FUNDAMENTALS OF MARKETING
(theglobaleconomy.com 2019).
Moreover, the government effectiveness inside the country has an average
value of 1.58 so that it is important for Apple to abide the government
regulations effectively.
Economic The economic growth of Australia is resembled is steady in process with an
average percentage of 2.4. Therefore, it will be profitable for Apple to
expand its business in Australia (theglobaleconomy.com 2019).
The Consumer Price Index (CPI) is increasing at a rapid pace in Australia.
Henceforth, it is lucrative for Apple to execute a better business
penetration in Australia.
Social Diversity is identified as one of the important aspect for the business in
Australia. Different type of people with different cultural identities help
to generate diversity in business that is associated with the business
practice of Apple as well.
The unemployment rate in Australia is decreasing strategically that enables
Apple to operate in the Australian market extensively.
Technology Technological advancement in Australia also plays significant role for
influencing the customer behaviour. As a result of that it becomes
essential for business companies for Apple to focus on advanced
technology and creativity.
Apart from that, the innovation index in Australia is very high so that it is
necessary for the business organisations to pursue unique and innovative
technological measures.