Apple Inc. is an American multinational company dealing with the manufacture of consumer electronic products dealing with a number of hardware and software. It was established in 1976 and since its incorporation a year later, the company has undergone a wide range expansion into the consumer market in conjunction with its traditional focus on personal computers. The Company exists in a competitive environment and it is in constant competition with IBM, Intel and other Information technology companies. It was therefore necessary to understand the environment in which the company thrives that is the micro and macro environment. For this reason, it has been able to establish a peculiar reputation in the industry through its philosophies of unique advertising campaigns and comprehensive designs of its products. It has even developed a customer base that is committed to the company’s brand and was even voted by Fortune magazines as the most admired company in America in 2008, 2009 and 2010 (Linzmayer, 1999).
The company has developed chief elements into its strategies in order to enable it achieve its goals. Apple inc. has a belief that customers are an important aspect of the micro environment .This puts the Apple Company under intense pressure since customers are more sensitive to changes in the general products outlook and prices. Through market research they identified their customer concentration base which plies from a creative and well-educated population. They are therefore been able to visualize their platform within a certain youthful developing cultures and even observed the degree of dependency upon existing channels of distribution of its consumers.
The company’s strategies are evolving with time. This is portrayed by their changing traditional ideology which was adopted in the 1970s. It has grown and been headed by a chain of executives who have adopted different ideas coming up with new products in the subsequent years to the industry. It therefore has a history of its product integration, manufacturing the hardware on which their soft ware is installed.
The computers are the most important to Apple’s future growth and profitability since they get the most sales and get the most press. After the introduction of the Intel Macs, for example, its sales grew by 37 percent in 2007 more than twice the industry rate of 15 percent. It’s amazing how the technology has created quality in the world and even to get the approval of its consumers.