FACULTY OF BUSINESS AND MANAGEMENT

UNIVERSITY TECHNOLOGY MARA CAMPUS MACHANG

BACHELOR IN BUSINESS TECHNOLOGY MANAGEMENT (BA262)

PRINCIPLES AND PRACTICES OF MARKETING (MKT420)

GROUP ASSIGNMENT 1: MARKETING ENVIRONMENT

LECTURER NAME: DR. YUSLINA BINTI YUSOFF
PREPARED BY:

FAIZIE NAUFAL BIN MOHAMED 2023873762

TENGKU MUHAMMAD HAIKAL BIN TENGKU 2023695942
MOHD NASIR
SITI NUR SYAFIQAH BINTI ZAMRI 2023607648
NUR EMILY ADRIANA BT MUHAMAD ADLEE 2023867234
NUR SOFIYA AQILAH BT NAZMI 2023626856
TABLE OF CONTENT

INTRODUCTION

MARKETING ENVIRONMENT:

MICROENVIRONMENT

MACROENVIRONMENT

OPINION

CONCLUSION

REFERENCES
INTRODUCTION

Apple Inc. is a globally renowned technology company that has left an indelible mark on
the world of consumer electronics, software, and digital services. Founded by Steve Jobs, Steve
Wozniak, and Ronald Wayne in 1976, Apple has grown to become one of the most valuable and
influential companies in the world. With its headquarters in Cupertino, California, Apple has
established itself as a pioneer in innovation and design, creating a devoted following of
customers and enthusiasts worldwide.

Apple's reputation is built on a legacy of groundbreaking products, including the

Macintosh computer, iPhone, iPad, iPod, and Apple Watch. These devices have redefined
industries, reshaped consumer behavior, and set new standards for excellence in design and
functionality. Beyond its hardware, Apple's ecosystem of software, services, and content
delivery has further cemented its position in the technology world.

The company is known for its unwavering commitment to simplicity, user-friendly

interfaces, and an aesthetically pleasing design, setting a benchmark for user experience. Its
marketing campaigns and product launches are eagerly anticipated events that generate global
buzz and reflect its dedication to innovation.

Apple's influence extends beyond its product lineup; it has become a symbol of
technological and design excellence, with a profound impact on various industries, including
music, telecommunications, and entertainment. The App Store, iTunes, and iCloud have
transformed the way people consume and interact with content.

Apple operates in a dynamic marketing environment characterized by a wide array of

factors that continuously influence its marketing strategies, product development, and customer
engagement. This marketing environment encompasses technological advancements,
consumer preferences, competitive forces, global economic conditions, regulatory changes,
cultural trends, and more. These external and internal influences work in tandem to reshape
Apple's marketing strategies, dictating how the company positions itself in the market.
 MARKETING ENVIRONMENT:

MICROENVIRONMENT

The term microenvironment describes the entire set of individuals that make up an
organization's immediate surroundings and have a direct impact on the day-to-day operations of
the business. By generating customer value and happiness, marketing cultivates successful
customer relationships. But marketing managers can't accomplish this on their own. Building
relationships with competitors, suppliers, marketing intermediaries, other corporate
departments, and diverse publics is necessary for successful marketing. These ties make up the
company's value generation and delivery network. Mostly, in the marketing environment, micro
factors do not affect all the businesses in the industry in the same manner. The rationale is that
every organization has unique needs when it comes to capacity, size, financial, human, and
overall strategy resources.

The Company
Steve Jobs has guided Apple to unprecedented levels of success. Steve possessed
exceptional managerial abilities and was a superb leader. Steve has a combination of situational
and transformational leadership styles. Steve knew how to make workers productive and happy.
Steve created a cooperative work atmosphere where all staff members are free to express their
opinions and take part in decision-making. Apple's collaborative work environment empowered
staff members and assisted the company in introducing innovations to the market ahead of
rivals (Badenhorst-Weiss et al.). Currently, Tim Cook is leading Apple's growth and carrying on
Steve Jobs' legacy by following in his footsteps. With an estimated 183 billion US dollars in
revenue annually, Apple commands a strong financial position in the industry (Apple Press). In
2014, the company's net income was approximately 40 billion US dollars. The company's cash
flow and brand image were positively impacted by the recent global success of the i6 and iOS 8.
Apple has consistently demonstrated its leadership in providing consumers with cutting-edge
technology on several occasions. Apple is a company that provides a wide range of computers
and consumer gadgets to meet the needs of various clients. Apple sells the following products:
Mac, iTunes, Apple Watch, iPod, iPad, iPhone, and Apple Store. The success of the company is
fueled by innovation, and Apple consistently produces products that are one step ahead of
those of its rivals.
Human Resources/Employees

Apple is aware that efficient human resource management is essential to any

organization's success. Every employee at Apple has a defined set of duties; they are aware of
their responsibilities and provide services in accordance with Apple's standards. Every manager
shows dignity and respect to their staff members. Supervisors mentor their subordinates and
offer various forms of assistance and education to promote client contentment and the
expansion of the company. Additionally, Apple makes sure that its staff members have plenty of
opportunities for development and education. Senior staff members at Apple are open to
discussing concerns and problems with one another. At Apple, a positive work atmosphere led
to stakeholders' growth on both sides (Fernando).

Suppliers

Apple has a huge supplier base, giving it significant negotiating leverage. The company's
suppliers are dispersed throughout the globe, including South Africa, India, and China. Apple
believes in enabling its suppliers through the implementation of training and capacity-building
initiatives. Gaining competitive advantages and managing the supply chain effectively are made
possible by a company's strong and positive relationships with its suppliers. Apple created a
stringent code of conduct that its suppliers are required to abide by. Apple conducts numerous
audits throughout the year and at various locations to make sure all suppliers abide by the code
of conduct. Apple makes sure that all its components are of the highest caliber.

Customers

Apple fulfills its customer promises with high-quality products, cutting-edge technology, superior
functionality, and affordable prices. In terms of customer satisfaction, Apple leads the pack with
85% of satisfied customers, according to a J.D. Power study (GSM Arena). By effectively
managing every step of the process, from equipment procurement to product manufacturing,
retailing, and after-sale services, Apple was able to satisfy its customers.
Competitors

Apple competes fiercely in the market it operates. Three of Apple's main rivals are Microsoft,
Google, and Samsung. In the smartphone market, Apple is being challenged by Motorola, HP,
HCL, and Blackberry. Due to their high price, Apple products are regarded as luxury goods in
developing nations; nevertheless, Samsung offers a range of products that can meet customers'
needs while remaining affordable. Developing nations have a sizable untapped market and
enormous growth potential, which Apple is currently ignoring. To capture market share, Apple
must expand its product line and create items at lower price points. As of right now, Samsung
leads the smartphone market in terms of market share. To reclaim its top spot, Apple will need
to work strategically, particularly considering the short product life cycle and shifting market
dynamics.

Public

This category includes the public, the government, the media, and financial institutions. Apple
effectively interacts with government agencies by abiding by all guidelines set forth by the
authorities. The media's criticism of Apple's products may reflect a lack of consensus.
Customers who own Apple products, however, like the company and feel proud of it.
Respond Company to The Marketing Environment
Microenvironment

The internal and external elements that impact a business's capacity to provide
customer service are collectively referred to as the microenvironment. As a company, Apple
responds to the microenvironment by closely analyzing and adapting to various factors that
directly influence its business operations. Here are some ways that we research about Apple
responds to the microenvironment:

First and foremost, customers are the lifeblood of any business since they are the ones
who draw in and keep most clients to produce income. Because of this, businesses need to
develop a marketing plan that not only draws in new clients but also keeps the ones they
already have by listening to their needs and wants and offering value-added and after-sale
services. Apple continuously researches consumer trends, needs, and preferences to provide
goods and services that meet their needs. Through focus groups, customer surveys, and social
media monitoring, they obtain real-time feedback that helps them make the necessary changes
to their products and marketing strategies.

Next, the competitors of an organization can have a direct impact on business

strategies. The organization must know how to do a competitive analysis of competitors and
have a competitive advantage. An organization must understand what value-added services
their competitor is providing or the unique selling point of their competitors. How they can
differentiate from their competitors. What benefits a company can offer to the customers that
competitors do not offer? Apple closely observes its competitors and reacts to their actions with
appropriate counterstrategies. They focus on building unique features and design elements that
set them apart from rivals. For instance, Apple's response to the increasing competition in the
smartphone market was the introduction of the iPhone X, which featured a full-screen display
and facial recognition technology. An organization needs to realize that it can be challenging to
outperform rivals and take the lead in the market if it is unaware of them. It needs to be aware of
how rivals respond to changes in the market environment, such as those brought about by
legislative, political, or technological developments, or shifts in consumer behavior that may
influence their company. They should also examine the strategies their rivals are employing to
better plan for these changes and how they are reacting to shifts in the market.
 As they supply the raw materials for production, a supplier's actions can have an impact
on the business plan in the following factors. For example, if their services are not prompt and
reasonable, this will impact sales and production time because the production process is
delayed. For instance, if a supplier raises the price of the raw materials they supply to the
business, this will influence the organization's marketing mix strategy and ultimately raise the
cost of the finished goods. As a result, maintaining solid relationships with suppliers can provide
a business with an advantage over rivals. To guarantee a stable supply chain, Apple keeps a
close relationship and communicates with its suppliers on a regular basis. To satisfy Apple's
high requirements for sustainability, ethics, and quality, they collaborate closely with suppliers.
Apple takes the necessary steps to address any problems with suppliers and keep things
running smoothly.

In the upcoming, Employees with skills can aid a company in accomplishing its goals
and objectives. Because they are knowledgeable and experienced, they can help an
organization succeed. This starts with the recruitment procedure and goes on with timely and
frequent training and development sessions. Particularly in the service industry, the training and
development process aids employees in working productively and successfully to meet
organizational objectives. As an illustration, Workers have an impact on the business
environment to some extent. Employees with low motivation and skill levels would not be as
motivated to make sales, which would hurt the company's bottom line.

And the very end, but not least. An organization can be made or broken by the actions of the
media. Establishing positive relationships with the media is crucial for organizations, as their
business is directly impacted by the content they air. An organization's business will grow if the
media highlights its positive aspects, and vice versa. Some organizations have a public relations
department that handles events and communicates with the media on the company's behalf to
keep good relations with the media. Apple addresses the concerns and issues raised by
various public groups, including shareholders, government regulators, and environmental
activists. They actively engage with these stakeholders, participate in public dialogue, and take
steps to address any negative perception or criticism surrounding their business practices. All
things considered, Apple actively reacts to the microenvironment by remaining watchful, making
quick adjustments, and coordinating its plans with shifting stakeholder expectations and market
conditions.
MACRO ENVIRONMENT
The macroenvironment refers to the external elements that have a significant impact on
corporate success, strategies, and decision-making. Commercial organizations cannot even
begin to count these aspects. The macro environment refers to a larger and more
comprehensive range of economic circumstances. The business climate is influenced, either
positively or negatively, by six macro elements. To create a successful marketing plan,
marketers need to evaluate macro aspects. The business community frequently uses the
PESTLE Analysis technique to identify opportunities and threats. Marketers may minimize risks
and take advantage of possibilities once they understand the outcome.

Demographic Environment
Governments, businesses, and non-governmental organizations utilize demographics to
find out more about the characteristics of a population for a variety of reasons, such as
economic market research and policy formation. It can also serve as a gauge for the potential
success or failure of your company. The three primary components of the demographic
environment are location, size, and age. Furthermore, since markets are made up of individuals,
Apple marketers are quite interested in the demographic context. Since the size of various
demographic groups will fluctuate over time due to changes in political, cultural, and economic
conditions, demographic trends are also significant. People in the age range of 18 to 45 make
up the client base of Apple. They can be classified as single, married but childless, or married
but with small children or teenagers. Around 66% of Apple's target audience is female,
compared to 34% who are male. Middle-class and upper-class consumers who are willing to
pay more for items that offer exceptional user experiences make up Apple's target market. This
indicates that these consumers are more affluent and are prepared to shell out more cash for
pricey goods like those sold by Apple.

Economic Environment
The phrase "economic environment" refers to all external economic variables that impact
businesses' and consumers' purchasing decisions and, in turn, have an impact on a company's
performance. Local and global economic variables have a significant impact on Apple's
operations. The expansion of the economies in the nations where Apple conducts business is
advantageous to the company since it raises the demand for Apple goods. For instance, if
China's economy expands, more people will probably be able to purchase Apple goods. But
economic expansion can also result in inflation, which raises Apple's expenses. Second,
because Apple sells its products in several currencies, changes in exchange rates may
influence the company's profits. For instance, purchasing Apple items will cost more for
European customers if the US dollar depreciates in relation to the euro. Since Apple depends
on borrowing money to fund its operations, changes in interest rates may influence the
company's operations. For instance, an increase in interest rates will make borrowing money
more costly for Apple, which may influence the profitability of the business. Economic growth is
mostly driven by consumer spending, therefore a slowdown in this area may influence Apple's
sales. For instance, Apple's revenues are likely to decline if US consumer spending declines.

Technological Environment
The external technological factors that affect business operations are referred to as the
technological environment. Technology advancements have an impact on how a business
operates. A company's operating strategy might need to be drastically altered due to changes in
the technology landscape. Since Apple is a major player in the technology industry,
technological factors have a significant impact on the company's business. One of the main
forces behind the technology industry's expansion is technological innovation. Apple needs to
stay ahead of the competition by staying up to date with the newest technological
advancements. As an illustration, Apple was among the first businesses to release a
touchscreen smartphone. The company has also kept up with technological advancements with
devices like the Apple Watch and AirPods. Technology advancements like virtual reality and
artificial intelligence may present Apple with new business prospects.

Political Environment
The collection of government entities, political parties, and organizations that represent
the people of the world's nations makes up the political landscape of global marketing.
Government regulations apply to Apple in the nations in which it conducts business.
Government regulations may have a big effect on Apple's business. For instance, modifications
to tax laws may have an impact on the business's profitability, and new rules may make it more
challenging for Apple to conduct business. To be aware of any changes that might influence its
business, Apple must keep a careful eye on the laws in the nations in which it conducts
business. Trade disputes between nations may also influence Apple's operations. To be ready
for any future trade conflicts that might influence its business, Apple needs to keep a careful eye
on international trade relations. Additionally, competitors of Apple may unfairly benefit from
government subsidies. For instance, if a competitor receives government subsidies for
producing smartphones, this could drive down the cost and increase competition for those
devices. To make sure it is not at a competitive disadvantage, Apple needs to be aware of
government subsidies given to rival companies. Of course, it is also possible for this to operate
in reverse.

Natural Environment
The natural environment is made up of resources that the organization needs as raw
materials to manufacture its products. The marketing campaigns have an impact on these
natural resources; for example, the use of chemicals has led to ozone layer depletion. The
importance of environmental sustainability to consumers is rising. To satisfy these customers'
demands, Apple must make sure that both its operations and its products are sustainable.
Apple, for instance, has pledged to run its operations entirely on renewable energy sources by
2030. The business has also committed to sustainability in several other ways, including
lowering its carbon footprint and incorporating recycled materials into its goods. In addition,
disposing of electronic waste is becoming a bigger environmental problem. Apple must figure
out how to get rid of its old electronics in an eco-friendly manner. Additionally, customers can
trade in their old devices for credit toward new ones through the company's program. Other than
that, Apple needs to lower its carbon footprint because climate change is becoming a bigger
environmental problem. Apple, for instance, has pledged to cut its carbon emissions by 75% by
2030. The business has also committed to lowering its environmental effects in several other
ways, such as by utilizing more energy-efficient facilities and products.

Cultural Environment
The collective values, beliefs, and norms that direct employees' behavior within an
organization are referred to as its organizational culture. Given its potential to impact customer
satisfaction, employee motivation, and productivity, it is an important factor in determining the
success of the organization. Take Apple Inc., a well-known tech company with a global
reputation for cutting-edge goods and services. Let's start with the company mission statement:
"Think Differently." This company-wide message encourages innovation and challenges
conventional thinking in all interactions between its customers and employees. Furthermore, the
stories that the company tells define its culture. The most widely known tale about Apple is that
it was founded in the garages of Steve Jobs and Steve Wozniak. The company's lexicon, which
includes terms like "iPhone," "iPad," "iCloud," and others that always begin with the letter "i," is
another essential aspect of Apple culture. The customer's perception of this product line and the
company is strengthened by this inventive use of language, which also increases the customer's
sense of product ownership. The emphasis on customer focus in Apple's organizational culture
is reflected in its policies and procedures. One essential component of the company's policies is
its strong stance on customer privacy and data security, which has proven vital for the business
in the technology sector.

Respond Company to The Marketing Environment

Macroenvironment
Based on the analysis above, a macro environment plays a significant role in a
company's ability to succeed in business. We think Apple needs to concentrate on a few
important areas to keep expanding and succeeding. They need to stay steady in their licensing
commitment, advocate for computer and media economies of scope, and develop into a
learning organization. Apple's analysis and response to the macroenvironment are divided into
six sections. The six-minute interval: PESTLE is an acronym for political, economic, social,
technological, legal, and environmental factors. Since Apple operates in more than 130
countries, it must adapt to this macroenvironment to analyze the external aspects of its
business.

Firstly, political factors affecting Apple include trade policies with other nations, as the
company seeks the best trade agreements to sustain its profit margins. Thus, having positive
ties with the European Union will enable Apple to trade enough with EU member states and to
have a trading agreement that will allow them to keep profits high without having to raise prices
for goods. Another political aspect that Apple will need to consider is stable politics in developed
nations. This is because non-EU nations may have different trade agreements or laws that
forbid companies from entering into agreements with them to sell Apple products. More free
trade agreements give Apple more chances to sell more of its products in different international
markets. However, because Apple can anticipate a few political issues impacting its business,
the political landscape stability in many developed countries offers opportunities.

Secondly, most developed nations' stable economies present chances for corporations
like Apple to grow. Stability in the economy will enable Apple to increase profits and keep the
company's finances stable. By entering a stable economic region, Apple will be able to maintain
financial stability and increase profits because it won't have to deal with issues like high inflation
or a recession, which would negatively affect the company's finances. What matters more,
though, is how quickly developing nations are growing. Apple needs to make sure it takes full
advantage of these business opportunities. Effectiveness and speed are crucial since rivals are
likewise aiming for these fast-growing economies.

Thirdly, social factors present business opportunities due to the increasing usage of
mobile devices for social media access and the fact that Apple concentrates on selling laptops,
iPads, and smartphones, which would increase profits for the company. The company would
also profit from the increase in mobile access because they primarily concentrate on their
smartphone, the iPhone, and need to compete with fierce rivals like Google and Samsung due
to the rise in mobile phone usage. Growing social media usage presents an opportunity as well
because it drives up demand for digital goods like Apple products. Apple has significant
opportunities in the social dimension of its business environment, according to this section of
the PESTLE analysis model.

Fourthly, because technology is advancing quickly and people of all ages are adjusting
to these changes over time, technological factors could also present opportunities for Apple.
Device integration with technology is a significant trend. Apple can capitalize on this opportunity
by sticking to its plan of offering products that are interoperable and interconnected. Apple is
well-positioned to take advantage of these significant opportunities in its business environment's
technological domain. They can create apps like Health, Apple Watch, Pages, Numbers, and so
on, and use the app store to their advantage. These apps are Apple's attempt to match rivals'
concepts and to replicate them on iOS, which will encourage customers to purchase Apple
goods.

Fifthly, apple has already taken steps to preserve corporate sustainability by

implementing recycling and associated initiatives. Additionally, the business is always looking
for new technological ways to increase the energy efficiency of Apple products. Some of these
ways include making better batteries, processors, and parts that produce less heat. However,
the trend towards labor rights is also having an impact on international trade. Apple has already
started addressing the chance to enhance consumer perceptions of its products by enhancing
employment standards across its supply chain.
 Finally, Governments are becoming aware of the privacy concerns associated with the
use of digital technology in the legal sector. More privacy laws are consequently imposed on
companies such as Apple. However, governments are also enforcing more stringent telecom
laws, which pose a risk since they might restrict the usefulness of Apple products. For Apple to
continue leading numerous global markets, privacy protection and regulatory compliance must
be prioritized in every product.

Opinion why does Apple's company need to respond to the marketing environment
changes?

1. Supply Chain Resilience

The marketing environment can bring about supply chain disruptions, as seen
during events like the COVID-19 pandemic. Apple's ability to respond to these
disruptions by adjusting its supply chain strategy is critical to maintaining production and
product availability. This is because Apple's global supply chain, which enables it to
obtain parts and materials swiftly and effectively from all over the world and deliver them
to its plants, is a major reason for the company's success. Apple has a wide range of
unique partners, such as manufacturers, suppliers, and logistics firms, with whom it
stays in close contact to make sure they can continue to meet the company's high
standards for reliability and quality.

Furthermore, Apple works closely with its suppliers to ensure that they can meet
its manufacturing schedules and deadlines. Apple organizes components and supplies,
supports inventory management initiatives, and manages its supply chain in
collaboration with logistical partners. Apple tracks and manages its inventory levels
using ERP and SCM technologies.

Ultimately, Apple has put several different procedures into place to ensure that its
worldwide supply chain operates effectively and efficiently. Among these strategies are
lean manufacturing techniques, which help Apple reduce waste and increase
productivity, and just-in-time manufacturing, which helps Apple reduce inventory
expenses.

Apple has a very profitable and successful worldwide supply chain. With its
alliances, technology, and business strategies, Apple can get components and materials
 from around the globe and deliver them to its plants in a timely and cost-effective
manner.

2. Innovation

Apple's reputation for innovation and cutting-edge technology depends on its

ability to respond to market trends and technological advancements. Remaining
stagnant in a constantly evolving industry would jeopardize the company's long-term
success. According to organizational theory and business history, as entrepreneurial
firms get bigger and more complex, they need to move from a functional structure to a
multidivisional one to maintain accountability and control and avoid the bottleneck that
results from making a lot of decisions at the top of the organization chart.

Giving business unit leaders complete authority over critical operations

empowers them to meet customer requests and maximize results while also allowing
executives supervising them to evaluate their performance. American corporations like
DuPont and General Motors transitioned from a functional to a multidivisional structure in
the early 20th century, as historian Alfred Chandler of Harvard Business School
chronicled. Most large firms had followed suit by the later part of the century. Apple
demonstrates that this traditional method is not required and that businesses suffering
significant technological development and industry upheaval may benefit from a
functional structure.

Apple has made a conscious effort to maintain a dynamic organizational

structure. That structure has altered as the significance of artificial intelligence and other
emerging fields has grown. Here, we go over the advantages of Apple's unique and
dynamic organizational model for innovation as well as the leadership problems it
presents. This information may be helpful to people and businesses who are trying to
figure out how to thrive in quickly changing situations.

3. Unpack Simplicity
 Apple has perfected the art of minimalism, which is the process of reducing
product design, user interfaces, brand identity, support features, and even advertising to
their most basic elements. Products have clear, uncomplicated lines and titles that are
clearer. Making the items simple to use so that non-experts may grasp and use them
with ease is the main goal of this simplicity. "Let's make it simple," stated Steve Jobs,
summarizing how the company is run, how products are designed, and how advertising
is done. incredibly easy. Apple places a great deal of emphasis on every minute aspect,
including the unpacking process, in addition to making its products easy and intuitive.
This enhances the user experience of the items. Apple Support is equally seamless,
providing targeted software counsel to consumers in seconds. Finally, Apple carries this
principle through to its advertising. A typical Apple advertisement or billboard has the
product name and a clear picture of the product—no technical specs, pricing, or
expensive special effects.

CONCLUSION

The microenvironment refers to the individuals within an organization that directly

impact its operations. Marketing cultivates customer relationships, but marketing managers
must build relationships with competitors, suppliers, marketing intermediaries, and diverse
publics. Apple, led by Steve Jobs, has achieved unprecedented success through exceptional
managerial abilities and a cooperative work atmosphere. Apple's success is fueled by
innovation and the company's commitment to providing cutting-edge technology. Efficient
human resource management is crucial for Apple's success. Employees have defined duties
and are aware of their responsibilities, with managers showing dignity and respect. Employees
are provided with opportunities for development and education, and senior staff members are
open to discussing concerns and problems. Apple's large supplier base provides significant
negotiating leverage, and the company enables its suppliers through training and capacity-
building initiatives. Apple creates a stringent code of conduct for suppliers and conducts audits
to ensure compliance. Competitors include Microsoft, Google, and Samsung, with Apple's main
rivals being Microsoft, Google, and Samsung. Apple responds to the microenvironment by
analyzing and adapting to various factors that directly influence its business operations.
Customers are the lifeblood of any business, and Apple develops a marketing plan that attracts
and retains them by listening to their needs and offering value-added and after-sale services.
Apple continuously researches consumer trends, needs, and preferences to provide goods and
services that meet their needs. Competitors can have a direct impact on business strategies,
and Apple closely observes them and reacts with appropriate counterstrategies. They focus on
building unique features and design elements that set them apart from rivals. Apple also
maintains strong relationships with suppliers, ensuring a stable supply chain and meeting their
high standards for sustainability, ethics, and quality. In the future, Apple will continue to adapt to
the changing market environment by retaining skilled employees and focusing on innovation
and customer service. By doing so, Apple can maintain a competitive edge and maintain a
strong presence in the market. The macroenvironment refers to external factors that
significantly impact corporate success, strategies, and decision-making. It encompasses a wide
range of economic circumstances and six macro elements. Marketers must evaluate these
factors to create successful marketing plans. Demographics, a crucial aspect of the macro
environment, include location, size, and age. Apple targets consumers aged 18 to 45, who can
be single, married, or with children or teenagers. The target market is middle-class and upper-
class consumers willing to pay more for high-quality products. The economic environment
encompasses all external variables that influence businesses and consumers' purchasing
decisions. Apple's operations are affected by economic expansion, exchange rates, interest
rates, and consumer spending. Economic growth is primarily driven by consumer spending, and
a slowdown in this area may affect sales. The technological environment refers to the external
factors that affect business operations. Technological advancements significantly impact a
company's operations, and Apple must adapt its operating strategy to stay competitive in the
technology industry. By understanding these macro elements, marketers can minimize risks and
capitalize on opportunities. Global marketing impacts Apple's business operations, requiring
monitoring of trade relations and government subsidies. To ensure environmental sustainability,
Apple must transition to renewable energy, reduce carbon emissions, and incorporate recycled
materials. The company's organizational culture, including its mission statement and lexicon, is
crucial for customer satisfaction and productivity. Apple must address these issues to maintain a
competitive edge.

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