The Operating Systems and Productivity Software Publishing Industry

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Executive Summary
The Operating Systems and Productivity Software Publishing Industry is primarily comprised of companies that develop and publish operating systems and productivity software for computers and servers. According to the 2013 IBIS World Industry Report, “an operating system is the interface with which computer users interact, and productivity software includes basic applications like word processors, spreadsheets and slideshow creation tools.” (IBIS 2013) Over the next five years, revenues for the $38.6 Billion industry is expected to grow at an annualized rate of 6.8% to $53.6 billion (IBIS 2012). This increase can be attributed to the overwhelmingly high demand for integrated cloud computing servers and the high end databases and software that accompany the new technology.
With the 2013 release of Apple Inc’s newest operating system, Maverick, which encompases a variety of features such as battery optimization, icloud keychain storage, multiple displays and enhanced dictation, the company seems to have taken advantage of the changing technological trends that have impacted this industry.

Trend Analysis of the Industry
The concept of Porter’s Five Forces can be utilized to determine the competitive intensity and attractiveness of a particular market. In respect to our chosen company Apple, this tool is useful both in understanding the strength of the organisation’s current competitive position, and the strength of a position that an organisation may look to move into. This section will use Porter’s five forces to understand whether Apple’s products and services will be profitable within the Chinese market as well as identify the company’s key areas of strength, to improve weaknesses and to avoid mistakes.
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...able to identify their unique selling proposition and stay on top of their competitors.
Aaker and Mcloughlin’s Strategic market management global perspectives, divided the consumer markets into three segments: Low-end markets, which are comprised of lower income shoppers and lower priced goods, the mid-end market which is characterized by mid- income level consumer and mid-level or averaged priced goods and/or services; and lastly, the high-end market which consists of the higher income individuals and expensive or higher priced and/or luxury goods. (Aaker and Mcloughlin, 2010). Based on this description, it seems as though Apple has adopted the high value high price marketing strategy which attracts the high-end segment of the consumer market. Below is a depiction of the the strategic mapping position for Apple, Microsoft and Google (Android) within the industry.

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