THE MARKETING ENVIRONMENT

Although managers can control the marketing mix, they cannot control elements in the external environment.

      As we read chapter 4, we were introduced to the important decisions a company takes to have a unique impression on their buyers. Apple Inc. has always been producing innovative and ingenious products, which maintains their position in the external environment. Apple Inc. uses all forms of advertising like television, Internet, and social networking websites to attract the customers. Apple Company’s target market consists of all men and women of ages 13 and above.

            Mostly Apple Company targets:

1     Teenagers- to socialize with one another

2     College and universities students- to research for their studies

3   Business people – for dealing purpose and presentations for the business

4   Adults- fro everyday’s needs to contact others.

5    Kids- to enjoy the spare time playing games.

            Where, the Apple Company is advancing the products. The features of new technology like iPhone 5 and iPhone 5C develops the great interest for consumers and provides them with component lifestyles.

  Component Lifestyle is the practice of choosing goods and services that meet one’s diverse needs and interests rather than conforming to a single, traditional lifestyle. Component lifestyles have evolved because consumers can choose from a variety of goods like iphones, ipod, macbook, ipad and many more and many consumers have money to exercise more options.

            The increase in available technology and the proliferation of screen-based technological devices is having an impact on how Americans spend their time. Apple Company has taken advantage of this increase. They produce the laptops that are much easier to carry around and also save time. The iphones are advanced and have a lot new features as compared to the old ones.

             Demography is the study of people’s vital statistics, such as age, race, and ethnicity, and location.  These factors are significant because the basis of all market is people.  For Apple Company consumer buyer’s behavior is very much important because if the products and services provided by them is not satisfying the buyers then there is no point of the strategic planning of the company.

    Population is divided into different groups that are called Tweens, teens, generation Y, generation X, and baby boomers. 

      Apple Company has been successful in introducing the products in each and all of these groups. All groups are attracted to the new-featured products. Apple company designs and focuses on the desires and needs that all population will be attracted to regardless to their ages.  This is the only reason why Apple is considered as the top innovative company.