Marketing and Management TABLE OF CONTENTS

   

Added on  2020-03-02

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Marketing andManagement1
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TABLE OF CONTENTS1. Introduction..................................................................................................................................32. Industry analysis and market trends........................................................................................33 Pestle analyses..........................................................................................................................44. Major market segments (STP)....................................................................................................54.1. Primary and secondary markets............................................................................................54.2 Involvement of primary market in organization’s decision making......................................65. Competition analysis...............................................................................................................76. Perceptual map.........................................................................................................................87. Conclusion...................................................................................................................................98. References..................................................................................................................................112
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1. INTRODUCTIONMarketing is the process in which various tools and techniques are employed by anorganization to create awareness of its products and services among people in the market.Nowadays, marketing is essential for businesses because it directly supports in enhancing thevolume of sales and profitability[ CITATION Han14 \l 1033 ]. However, it can be criticallyargued that management of marketing practices is not an easy task for companies as they arerequired to invest vast ranges of efforts and resources. The current research is based on Apple Inc. which is an American based multinationaltechnology company. The organization was established in 1976 and at present, it is considered asthe leading brand in the world. This study explores industry market of Apple Inc. in Australia.Furthermore, the primary and secondary market segment of the brand is also highlighted in thepresent research. 2. Industry analysis and market trendsIn a market such as Australia, the company is operating with the name of Apple Pty andis headquartered in Sydney[ CITATION IBI16 \l 1033 ]. The main products and services offeredby the organization in Australia include software’s, mobile phones, consumer electronics,personal computers, and portable media devices. The brand has also established its retail storesin areas such as Western Australia, New South Wales, Canberra, Victoria, South Australia,Queensland, etc. The industry in which Apple Inc. is operating is consumer electronic industry. It can be expressed that at present, the consumer electronic market of Australia is atdeclining stage. In addition to this, it has become very challenging for the organizations tomaintain the interest of people within the industry[ CITATION Kan15 \l 1033 ]. The demand forproducts and services offered by leading brands is declining, and these companies are facingissues regarding increasing their volume of sales and profitability in Australia[ CITATIONEur16 \l 1033 ]. In the consumer electronics industry of Australia, Apple Inc. is facing intensecompetition from the brands such as Samsung Electronics Australia Pty Ltd, Lenovo Pty Ltd,and Hewlett-Packard Australia Pty Ltd, etc. The Australian consumer electronic industry has reached stages such as maturity andsaturation. It means that the competition among existing market players in the sector is highlyintense. Further, it is now required by brands such as Apple, Samsung, and Lenovo to reduce theprice of their products and services to attract more customers[ CITATION Str16 \l 1033 ]. The3
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industry is also getting affected by the Free Trade Agreement between China and Australia. Itcan be stated that the agreement has resulted in the price war as many Chinese products offeringsame features at low prices have entered the market. On the contrary, the internet retailing has continued to grow despite the fact that theoverall growth rate of the industry is declining. To sustain in the marketplace, it is required byApple Inc. to develop products and services which are highly innovative. The rationale behindthis is that innovation will support the brand in carrying out differentiation. In addition to this,innovative products will also result in providing the competitive advantage to the selectedbusiness enterprise[ CITATION Bab15 \l 1033 ]. However, it can be critically argued that evenon the stage of the intense competition, some companies have witnessed positive growth in theconsumer electronic market of Australia. For example, brand such as Apple and Cannon hasacquired adequate growth rate in the year 2016. On the other side of this, the tablet market in the country has experienced the decline inthe demand and thus, sales and revenues of many companies have been affected by the same.The net sales of Apple Inc. have declined, but the brand can achieve adequate growth by sellingample volume of its expensive Smartphone[ CITATION Wes15 \l 1033 ]. The sales of brandssuch as Philips was almost constant in the industry and at the same time companies such as Sonycorporation has managed to achieve 5% increase in its sales volume. 3 Pestle analyses It can be expressed that the operations and business practices of companies in consumerelectronic market are directly affected by macro environment factors existing in the country. Atthe time of carrying out its activities, a business such as Apple Inc. is influenced by politicalfactors such as changing government policies and tax rates[ CITATION Sco15 \l 1033 ]. Atpresent, the political environment of Australia is stable and therefore, businesses can carry out asmooth flow of all their operations. Further, political agreements such as Free Trade Agreementbetween China and Australia have also positively affected the operations of Apple. In the first quarter of 2017, the economy has expanded by 0.3%, and in the year 2016, theeconomy has grown by 2.5% which is quite good[ CITATION Foc17 \l 1033 ]. It can beexpressed that adequate economic growth has somehow helped businesses in the consumerelectronics industry to maintain their sales and profitability. However, social factors haveadversely affected the demand for products and services offered by the companies. Nowadays,4
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