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Apple Micro-Environment

In: Computers and Technology

Submitted By kimibumz
Words 434
Pages 2
Micro-environment:

• Customer demand and behaviour
According to surveys done both online and offline, the demand of Apple products has increased especially for the iPad 2, the iPhone 5 and the Apple Nano. The research showed that there is a 50:50 ratio split of males and females who are Apple buyers. It also showed that amongst potential buyers, only about half don’t own an iPod. Research has also shown that the increasing demand for Apple products has allowed Apple to sell close to 1 million iPad 2. They have recorded to have sold 47.8 million iPhones and 22 million iPads, compared to the previous year where only 37 million and 15.4 million were sold.
• Competitor activity
Apple faces competition from both the mobile as well as PC industries due to its diverse product line. It therefore has different competitors for different products. Products like Macintosh and iMac has competitors like IBM, Dell, Lenovo, Acer and HP. The iPhone series has competitors like RIM’s Blackberry, Nokia, Google and Motorola. iPod series has competitors like Samsung, SanDisk, Napster Amazon.com, Microsoft’s Zune, Napster, internet radio and Spotify. The iPad has competitors like Amazon’s kindle, Dell, HP and Samsung. Operating systems has competitors like Google’s Android OS.
• Marketplace structure
The marketplace structure for Apple is Oligopoly. An Oligopoly is a market structure in which only a few sellers offer similar or identical products and dominate the market. They have strong control over prices and information about the market available to all participants. There is fierce competition between sellers and often a need to react immediately to competitors decisions.
• Relationship with suppliers and partners
Apple has over a hundred different suppliers which each supplies them with something for each different product it produces. Some of the suppliers that Apple…...

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