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Situational Analysis
Marketing environment has two distinct components which are:
Micro environment –Is the areas that are close to the company and have the ability to influence the markets. This includes customers, suppliers, competitors, distributors and the organisation itself. (Gilligan, 2005)
Macro Environment – Is the broader set of factors that have some sort of control on the company, this consists of political, legal, social, cultural factors, economic and demographic factors. This can be referred to as non controllable elements of marketing, as it can constrain the way the marketing plan works. (Gilligan, 2005).
Table 1.1: PESTLE Analysis PESTLE Analysis | Positive effect on Apple | Negative Effect on Apple | Political * As ipad creates and develops in to advanced technology offering consumers what they want via the ipad it raises the question of being fair on other companies, (Weisenthal, 2011). * Apple offering e-books, newspapers as well as other print media on the iPad, however consumer must pay for content, (Bunz, 2010). | * Apple if offering a one stop solution to most daily uses with the iPad which does impose a threat to many companies, but it means for Apple that in certain markets Apple are market leaders and to them it is not their problem. * For Apple the paying for content by consumers is clearly gaining an income stream which of course for Apple is a positive outlook. | * It can be seen by the government that Apple are trying to take over and with reduced competition and not everyone being able to afford an iPad it could hurt Apples image of affecting other companies negatively. * As print media decreases with the rise of digital media, is it fair of Apple and newspaper publishers to make consumers pay for content when through web browsing it is free? | Economic * iPad can be used as an academic tool in modernising and helping children to learn through apps


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