Social and Cultural influences

These external influences are more likely to have a positive effect upon my business rather than negative, because according to my own knowledge and experience, there has recently been an increasing trend in the popularity of the Apple brand as well, and just to show how social and cultural factors may influence the success of Apple as a business, as well as potential success of my promotional strategy, I decided to summarise some of the main facts, which identify increasing Apple popularity and provide some data and figures about the Apple’ growing shares on various markets, and their increasing sales, obtained from the secondary research:

• Apple sells 100 millionth iTunes download
• Apple may sell ‘only’ 7.9m iPhones this year, more than 20% below its target of 10m.

· Apple market share continues to climb, Windows drops.

• With both iPhone and Mac operational software Apple now has 10.41% of the operational software market, whereas Windows OS market share measured 88.26% in January, dropping slightly from 88.7% in December

• Safari's share of 8.3% is a record for Apple.
• Analyst: Apple’s U.S. consumer market share now 21% in the U.S. and 10% in the UK consumer markets.
• After Apple introduced the Intel Macs, Mac sales grew 37% in 2007, more than double the industry-wide rate of 15%.
• Apple’s worldwide market share grew from 2.4% in 2006 to 2.9% in 2007.
• Apple's retail market share is 14%, and 66% (two-thirds) for PCs costing $1,000 or more.

From the information, provided above, it can, therefore, be evaluated, that such that such positive increases in the Apple’ appearance may actually have a positive impact upon my promotional strategy, because when I will be advertising Apple’s new noise-cancelling headphones it might more encouraging for people to try the new product produced by Apple due to its popularity and exceptional brand recognition, so that they will not confuse the new Apple noise-cancelling headphones with any other brand available on the market. It appears, that the only social or cultural factors that may have a negative impact upon my promotional strategy for Apple, are that there might not such a great increase for Apple’ products due to the fact that most people still use Windows, and there might be certain social groups which might prefer Apple’s products and their operational software and other social groups who will continue using Windows due to its reliability and wider variety of products that can be used with it. However, additional research should be carried out on social and cultural factors that may have an impact upon my promotional strategy.

Дата добавления: 2015-07-26