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Apple Tv - Analysis and Evaluation of the Attractiveness of the Current Uk Market

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Apple Tv - Analysis and Evaluation of the Attractiveness of the Current Uk Market
The Apple TV:

Analysis and evaluation of the attractiveness of the current UK market

Executive Summary

This report provides an analysis and evaluation of the three levels of the marketing environment for Apple TV and studies the attractiveness of the current UK market. It will consider the future success or not of the apple TV in the UK and from this analysis recommend the modifications and improvement apple should do.

Most of the information in the report is based on market reports such as Keynote, Websites, Newspapers and finally the “Marketing an Introduction" (8th Edition) textbook (Gary Armstrong, Philip Kotler, Michael Harker, Ross Brenan; 2007) and the lecture slides provided by Michael Harker.
The principal theories which were significant in the redaction of this report were the SWOT analysis and the PEST analysis.
Results of data analyzed show that:

• Apple has a strong brand image and international popularity and makes large investment in research and development.
• The television industry is radically changing with the appearance of a new type of television service, the internet television.
• Apple TV has numerous and strong competitors.
• Because of the strong position of its suppliers Apple suffers from the pricing pressure.
• The Apple TV's price is too expensive.
• The number of formats supported by the Apple TV is too limited.

In conclusion we can recommend Apple to lower the price and increase the number of formats supported by the Apple TV. Apple should fabricate itself some of the Apple TV's components to be out of the pressure provided by its suppliers. Apple should also differentiate itself by increasing the number of Application downloadable for the apple TV and creating a special Touch screen working with the Apple TV.
The reliability of this report is partially limited because it is concentrated on the study of the micro and macro environment. It is essentially based on secondary resources
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