Report

Apple TV

Assessing and Analysing the Marketing Environment

Lecturer: Dr. Michael Harker

Executive Summary

This report intends to define the three levels of the marketing environment: the internal, the microenvironment and the macro-environment. These levels will then be examined within the context of Apple Inc. and the Apple TV. The report will explore the responsibilities of Apple and how these extra ethical duties impact on its performance. The term ‘Corporate Social Responsibility’ will also be introduced. The effect of competitors will be examined using elements of Porter’s Five Forces Model; namely the threat from substitute products and from rivalry created from existing firms in the market. The effects of the customers on the Apple TV will be discussed. The argument and consequences will be presented that Apple is an organisation led by its products and not by the requirements of customers. Porter’s model will be used again to explore the bargaining power of customers on Apple. Technological advancements, a factor that the organisation has no control of, will be examined and it will be discussed how these wider forces impact on the environment of Apple Inc. Lastly this report will present the recommendation that this product will not be successful within the UK market and explanations as to why.

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Methodology

The goal of this report is to provide a fair and accurate representation of the marketing environment that Apple Inc. operates within. Due to the extensive nature of topics that can be covered, particular emphasis is placed on the Micro-environment of the organisation. Particular focus has been placed upon this area as the important factors of customers and competitors feature heavily and can directly and rapidly affect the environment in which Apple operates. Research was carried using a varied mixture of sources. Due to the relative newness of the product to the market, there is little in terms of academic writing to reinforce...