Collection of information for identifying market environment aspects - Marketing Management

This document discusses the collection of information for identifying market environment aspects in Marketing Management. It covers customer wants, competitor threats, business changes, and the role of collaborators.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
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Issue 3
Collection of information for identifying market environment aspects
Customer wants
Usage of technology helps Apple to gather important information of the customer needs
and wants. Apple uses user behavior data that it gathers through using very efficient and
advanced data gathering systems. However, Apple does maintain that it does not undertake any
significant form of customer research. Rather according to the company the company focuses on
constant innovation by observing the technological trends in the market. However, at the same
time the company surveys the iphone buyers to understand the problems they currently face and
the future changes in the product they would like.
Competitor threats
Samsung are currently the biggest competitors of Apple iphone. The other significant
competitors are Huawei and Xiaomi. The company focuses only on those factors that the biggest
of their competitors are concentrating on. The company keeps track on the most featured mobiles
that are produced by Huawei, Samsung or Xiaomi. The company has a long record of evaluating
the world market. Through sophisticated systems the organization finds the newest technologies
that are being utilized in the entire smartphone market. This information is then used to find out
the business proposition of the devices that are manufactured by the two largest competitors.
Business Changes

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Being one of the leading technology companies, Apple gets the first hand impression of
the business prospects in the Technology industry. Periodically the company engages in indirect
market research such as technological trends, most like mobile features, customer satisfaction
changes and customer value change trends. The company gathers information through various
online sources about the smartphone usage patterns of the customers. Thus, it knows exactly
what the customers demand from their smartphone providers. The organization has engaged
frequently in understanding consumers.
Role of the Collaborators
Apple has some significant business collaborators most of whom are the mobile network
providers. AT&T, Verizon, Foxconn and similar collaborators help Apple to know more about
the usage of customers and the competitor threats (CNBC 2019). The role of the collaborators in
the process is primarily considering the provision of valuable market data. Moreover,
collaborators like At&T who are also network service providers tell iphone about how the
network usage of the subscribers can be optimized through the technology of the iphones. This
results in the production of phones that work smoothly with these network providers. Moreover,
there are places where they provide better networks. The value in buying iphones for the
customers residing in these areas increase sales.

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References
CNBC. (2019). 10 Significant Apple Business Partners. [online] Available at:
https://www.cnbc.com/2011/08/25/10-Significant-Apple-Business-Partners.html