Uk Marketing Environment for Apple Tv

Environment for Apple TV in the UK

EXECUTIVE SUMMARY

This Report will analyse and discuss the most important factors surrounding Apple TV within all three levels of the UK Marketing Environment (appendix.1). It will examine the effects these factors could have on Apple and assess whether the current environment is suitable for the product to successfully be launched. To do this, a thorough analysis of each level will be carried out by use of PEST analysis, Porters 5 forces model (appendix.3) and information from the organisation itself. A SWOT Analysis will also be drawn up to assist in the assessment.

The conclusion of this report was that the Marketing Environment for Apple TV is not one in which the product could be launched to any great success. The report gives the suitability of the environment for this purpose 4/10.

Recommendations on how to improve this have been made.

CONTENTS PAGE

Contents Page No.

1.Introduction 5

2.Methodolgy 6

3.Analysis and Interpretation 6

3.1.The Macroenvironment 7

3.2.The Microenvironment 10

3.3.The Internal Environment 13

4.Conclusion 14

5.Recommendations 15

6.Appendices 17

7.Bibliography 20

1.INTRODUCTION

According to an international poll, Apple is the worlds most successful brand. (http://www.theregister.co.uk/2008/03/31/brand_poll/ )

For their first 25 years, Apple focused on computers and created the most successful PC ever. (http://www.theapplemuseum.com/index.php?id=58) After conquering this market, Apple ventured into new areas in which they had little experience. The success of iTunes, iPod and iPhone saw Apple become leaders in various fields and established them as an innovative brand, known for changing traditional technology.

Apple are once again attempting to enter a new market, launching an updated version of Apple TV. This is a product which allows...