Marketing Project
B. Beats Microenvironment in Indonesia First of all, microenvironment is the challenges that are faced from the inside of business. So, businesses can take control over all the influences and challenges in the microenvironment. Microenvironment can also be called as internal environment. It refers to the power that is close to the company and affects the ability to serve their customers. It includes the company, suppliers, marketing intermediaries, customer markets and also public. The company aspect of microenvironment refers to the internal environment of the company. It includes all departments, such as management, finance, research and development, purchasing, operations, and accounting. Beats suppliers is the business partner who provide their system with materials, including cable, packaging and machinery, as well as the goods. The supplier of beats headphone is Monster Cable, where they started their partnership in 2006 when Beats entered strategic partnership with them. Luke Wood, the president and chief operating officer of California-based Beats said: "Monster did the original design manufacturer management, manufacturing, distribution and sales. We did the marketing, as well as production design with US industrial design firm Ammunition," (Perez, 2013) .
After their partnership end in 2012, Beats develop their product in-house which means that they supply their headphones on their own. Dr Dre who owns the company decided to manage the entire operation of the company, from manufacturing to R&D, and aimed to double their workers to around 300 employees. Then, after Apple acquire Beats Company in 2014, Apple becomes the new supplier of Beats headphone. In Indonesia, Beats has many marketing intermediaries. They are mostly an electronic or music store such as Artech Elektronik, Disc Tarra, Electronic city, Erafone, Ibox, etc. But not only that, they also wider their marketing in the book store such as Gramedia, factory outlet such as Sogo
After their partnership end in 2012, Beats develop their product in-house which means that they supply their headphones on their own. Dr Dre who owns the company decided to manage the entire operation of the company, from manufacturing to R&D, and aimed to double their workers to around 300 employees. Then, after Apple acquire Beats Company in 2014, Apple becomes the new supplier of Beats headphone. In Indonesia, Beats has many marketing intermediaries. They are mostly an electronic or music store such as Artech Elektronik, Disc Tarra, Electronic city, Erafone, Ibox, etc. But not only that, they also wider their marketing in the book store such as Gramedia, factory outlet such as Sogo
References: Amobi, O. (2014, May 13). The Real Reason Behind an Apple Beats Deal. Retrieved from http://www.thestreet.com/story/12705446/1/the-real-reason-apple-had-to-buy-the-beats-headphone-business.html Bhullar, H Maccabee, P. (2014, November 4). 7 LESSONS FROM A BRAND BATTLE: BOSE VS. BEATS BY DRE HEADPHONES. Retrieved from http://info.maccabee.com/blog/7-lessons-from-a-brand-battle-bose-vs.-beats-by-dre-headphones Perez, B