Marketing Analysis of Apple Inc. in Australia

Running Head: MARKETING 0
Marketing
(Student Name)

MARKETING 1
Table of Contents
Background of the company............................................................................................................2
Micro Environment Analysis...........................................................................................................2
Analysis of Competitors..................................................................................................................3
Macro Environment Analysis..........................................................................................................3
SWOT Analysis...............................................................................................................................4
Strategies..........................................................................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

MARKETING 2
Background of the company
Apple Inc. is one of the foremost brands in the international market the company is the
wholly-owned subsidiary that intricate in the project, manufacturing as well as the promotion of
mobile communiqué devices, CPUs and convenient digital devices that also include software
solution and peripherals. The company was introduced in the year 1976 by Steve Jobs as well as
Steve Wozniak and it was incorporated in January 1977 in Cupertino, California (Piao &
Kleiner, 2015). The company has prolonged its business in the global market in an effective
manner that made them lead worldwide. The company has carried numerous strategies and tactic
on innovation that is being amongst the marketplace frontrunner in the viable market (Payne,
2017). Apple has earned the product value in the international market with the significance of the
commercial position as well as brilliant data-access executive. Apple is well-known for their
smartphones while it requires being beware of the viable competition that is rising out of
technical development. The company has already expanded its business in Australia as well. Due
to increasing high competition in the market, the revenue of Apple highly affected that create a
great impact on the performance of the company (Espino, 2017).
In the subsequent part, there will be a comprehensive examination of the micro and
macro environment that created an influence on the recital of the business to the certain extent
and the strategies that the company can adapt to cope from the threat and weakness that the
company is facing in the recent scenario.
Micro Environment Analysis
The threat of the New Entrance
The threat of new entrants in such industry is low due to the main reason, the requirement
of investment in such an industry is high that resist the small entrepreneur to enter in which
market. The market is covered by big giants such as Samsung, HTC, Huawei, Oppo, Sony and
many more that resist new companies to enter in such a competitive market (Golev, Werner, Zhu
& Matsubae, 2016).
Bargaining Power of Suppliers

MARKETING 3
The negotiating influence of suppliers in such business is medium. Apple exerts a
massive influence on the revenue of its suppliers that are being accountable for 30 to 50 percent
of the revenues of most of its suppliers. Apple ongoing to exercise is negotiating power in its
relations with the dealers to a superior range that starts in 2012 by leading the dealer's audit as
part of its corporate social restraint approach.
Bargaining power of Buyers
The bargaining power of customers in such industry is high due to the main reason for
low switching cost to the other brand that made the consumers feel free to switch to other brands.
The consumers are seeking for innovative features that enhance the level of pressure among the
big giants to enter with a new approach to satisfy the consumers (Lovell, 2017).
Threat of Substitute
The threat of substitute in such industry is low. The possible substitute for the company
can be landline telephone which is not a direct substitute for the company. Therefore, the
company enjoys such an environment that makes them competitive in the market.
Rivalry
The competition in the Australian market is high. The main competitors for Apple are
Samsung, HTC, Oppo, LG, and Google. They provide its services at a low price while
comparing with iPhones. Most of the company copied the feature and structure of Apple and
provide them at low prices that affected the overall revenue of the company to a certain extent
(Given, 2018).
Analysis of Competitors
There are major competitors available in the market that affected the overall performance
or revenue of the company to a certain extent. In order to analyze the Australian Market, phones
running the Google Android operating system makeup approximately 57% of Australian sales in
the quarter. The company Samsung achieved 40% of the whole Australian smartphones market
that create big competition to the iPhone to a certain extent (Liu & Huang, 2016).