Ch.4- The Marketing Environment

Apple is company that began In a small marketing environment. Over the years the company grew out of this small share of the market. I will discuss the overview of Apple's marketing environment and what particular aspect of the market the company shares.

During Apple's infancy years the marketing environment for the company was quite small. The company first started developing home desktops known as Macintosh. Microsoft a competitor of Apple was way ahead of Apple in software development and technology. Apple had its back against the wall and in 1984 the company made a move that would launch it into the market. The 1984 Macintosh commercial describing consumers to think different and rebel against big brother which is Microsoft really made an impact and put apple on the map and began the upward trend of success the company is known for.

Producers and consumers transform the way the market functions, during their development companies should require its new changes in order to be prepared for the possible effects of the shift. The changes in an environment can give a company either success or failure.

              Apple's marketing environment factors are several which include, technological factor, inflation, and the competition factor. As we experience changes in our environment Apple's strategy is to remain constant focusing to make a major impact on their environment. When it comes to the technology aspect, Apple uses various technological innovations that help in increasing productivity and improving the quality of their products. Although Apple had faced some problems with their products that were affecting the environment and its consumers. The Company executed those changes into solving them by showing their customers that they care, and giving them information about future improvements to their products. As a new season comes Apple tries to improve their products by reinventing their previous products and making them more creative, enjoyable, innovative, unique and more usable which always impacts society. One of Apple's improvements that helped them within the environment was when the company started removing toxic parts on their products, and providing products with less materials, lighter in weight and sizes also products with less electricity consumption. In our environment many consumers are concerned on what they purchase, and they make sure is worth the products price.

             In the competitive economy that we live in today, many consumers think twice before they do their purchases. Inflation is one of Apple's concern, as Apple's products are in high prices. Many customers tend not to buy Apple's products due to high prices. Even though their products prices may affect their profit, they keep the same price on most of their products and yet Apple remains being a successful company.

             When it comes to competition, Apple's makes sure they stay on the top with their high-tech products within the market. By creating very modern, advance and usable products. Apple's main competition are Microsoft, Samsung and other main computer companies, and even music products in the music industry. Apple provides as huge variety of uses in their products such as the iPod, IPad, iPhone, and Mac computers. Within the environment Apple's target Market and consumers are professionals and everyone else. Teenagers, professionals, college students are their primary consumers and so Apple’s popular products attracts those customers. The company adapts to the marketing environment an example of this is when the company adopted a new feature to their Latest IPhone. For years consumers have been complaining that the IPhone was too small and lacked screen size and definition. So in 2014 Apple did the unthinkable and launched the IPhone 6 with a bigger screen, state of the art technology, and HD capabilities far surpassing that of previous IPhones. The company knew that Samsung had been doing the same for years and Apple took it to the next level matching the competition leading to record highs in revenue and profit. This shows us that Apple strives in changes of the environment.