Apple Iphone 5 Marketing Environment Analysis Report 2012

Introduction

Apple is an American multinational company, which was founded in 1976. It is the biggest consumer electronics company in the world with revenues of 156.5 billion US dollars. The firm started out by manufacturing computers, but is nowadays offering a wide variety of products covering the music, computer, mobile phone and TV industry. The IPhone 5 was released in the UK on the 21 of September 2012.

Methodology

This report aims to provide an accurate and fair analysis of the marketing environments for the new IPhone 5 in the UK. Moreover it focusses on the question whether the launch of the newest IPhone will be successful in the UK.

Using the Porter’s five forces model this report takes a look at the firms internal-, micro- and macro environment, with particular focus on the microenvironment by analysing the firm’s suppliers and competitors. The macro environment focusses on technological and economic factors, while in the internal environment Apple’s firm structure will be discussed.

Researching the topic, journal articles such as the” Key Note Market Report 2012; Mobile phones” were used. Moreover several articles by the “Forbes Magazine” or the “New York Times” were assessed.

The Macro-Environment

It is important to understand a company’s macro environment as broader forces might have an effect on the company’s performances. These forces are divided up into demographic, economic, natural, technological, political and cultural forces. On-going the economic and technological forces occur to have the biggest impact on the launch of the Iphone5 in the UK.

Economical

As the population in the UK is rising by about 0.8 per cent per year, the mobile phone industry faces a growing market on the long term, as the majority of the population owns a mobile phone. Nevertheless the economic recession might be a threat to Apple for the short term. The UK momentarily...