Notesale: Turn your study into money

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Conor Cunningham M2

Task 1 Part 2
Mr Kuzinka has requested you to investigate how 3 contrasting business organisations are
responding/adapting to the competitive pressures imposed on them by the developments
and trends in ICT and related technology
...

Your formal report must:
Explain how two of your chosen organisations have responded to the competitive pressures
to force them to develop their use of e-business
...
0 Terms of Reference
This report has been requested by Mr Kuzinka and will investigate Apple and Ryan Air,
looking at how they have responded to the competitive pressures imposed on them by the
developments and trends in ICT and related technology and how these competitive
pressures forced them to develop their use of e-business
...

2
...

3
...
However, in the past decade the
company has expanded into much more than a computer company and has become one of
the most popular technology brands in the world
...
As competitive pressures are always acting upon
this business, the business always be marketing their products and creating future
technologies
...
Since its
launch, it has grown to become one of Europe’s most popular air lines
...
Due to its affordability and low prices, the
company has grown and grown over the last number of years
...
Through
developing their own use of e-business, the company is favoured by thousands of people
...
Ryan Air market
their products more cheaply and affordably
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1 Marketing
Apple and Ryan Air have both used marketing as a method of responding to competitive
pressures and developing their use of e-business
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Relationship marketing
As a result of working with other companies, their
products and services have been marketed more
widely, allowing both companies to grow as a result
...
They have teamed up with
“TSB Banking” to introduce “Apple Pay”
...
This helps Apple become an even
more commonly used brand as banking has become such a popular digital feature
...
This also
advertises Apple in a more positive light as it makes the brand look more professional
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This is because when the two businesses are working
together, they are also promoting each other’s products
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For customers, purchasing from one company meant discounts from the other
...
The decision for Apple to work with another company greatly increased the
brand as well as their own e-business
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There is an application store where
millions of people download and purchase from every day
...
Through the
use of relationship marketing, Apple generate a significant income
...
Having an app store
benefits the customer as it means there is games and resources available to them which
makes Apple a favourable company
...

Ryan Air also use relationship marketing as a response to competitive pressures to force
them to develop their use of e-business and they have been extremely successful in doing

Conor Cunningham M2

so
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This linking of products helps Ryan Air develop their use
of e-business as well as increasing sales online
...
It helps increase the profits of the business as
their use of e-business is developed further
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The customer also
benefits as if they book a flight with Ryan Air, they may get a discount if they purchase a
hotel with the company too
...


This is an example of relationship
marketing shown by Ryan Air
...
This
helps Ryan Air develop their use of
e-business and drives sales forward
using the internet
...
As well as this helping
increase their income from sales, it
also benefits the customer as they
are getting cheaper deals as a result
of booking with Ryan Air
...

Ryan air would have responded to competitive pressures when doing this
...

Apple and Ryan Air both successfully relationship their products both internally to other
products and externally to another company’s products
...
Relationship marketing is only one way in which these businesses have
responded to competitive pressures
...


Conor Cunningham M2

New innovations/products and future technologies
Since Apples launch in 1976, it has changed the way in people communicate
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It began with a computer kit, progressing to a
computer system and then a PDA
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In more recent times, Apple has had to create new products to
remain competitive and develop their use of e-business
...
This product is one that hasn’t
been seen in any other company which is what makes Apple so
different than all of its competitors
...
As result of creating a product that was unique and different, one that had
a USP, Apple could become more competitive and subsequently this improved Apples use of
e-business
...
Apple have launched a new TV which is also like no other
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No other company has this product or one like it so
this is a way in which Apple have reacted to competitive pressures, forcing them to develop
their use of e-business and become an extremely successful brand
...
Apple have
taken inspiration from Google to launch this product
and they want to make it even better
...
There is
always going to be stiff competition within the technology industry as it is one that is always
evolving
...

Apple are in a very good position strategically
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This is why
customers love the brand so much as they are always first to introduce new technology
...


Conor Cunningham M2

In 2015, Apple was rated best brand and
reliability on all laptops and all-in-one
computers as well as tablets
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They are in an excellent strategic
position to develop new products due to
the enormous customer base they have
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“Interbrand has published its Best Global Brands 2015 list
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” http://betanews
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Apple have responded extremely well to competitive pressures and because
this forced them to develop their use of e-business, they are known as the best
technology brand in the world
...
Since then, they have
expanded their fleet and fly to more than 31 countries
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Beginning with airlines only, Ryan Air have now ventured in to hotels and cars
...

In 2015, Ryan Air announced that it will offer six new routes
from Stansted
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Ryan Air need to offer as much as
possible to their customers so that they can facilitate and
accommodate as many people as possible
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The decision to add new routes would
come as a result of competitive pressures and it’s a decision
that will help Ryan Air attract new customers and increase
their business online
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They
launched their mobile boarding passes in July 2014 as a result of competitive pressures
by other companies such as Aer Lingus who already adapted this feature
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In 2013, Ryan Air was ranked 2nd in the top 10 airlines in Europe according to the
number of seats
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Ryan Air are in a good position strategically as they are
known to be in a profit making position
...
Ryan Air however are very loyal
to their customers and are known for being cheap and affordable, something which
helps them remain competitive and develop their use of e-business
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0 Conclusions
It is abundantly clear that both Apple and Ryan Air have responded well to the competitive
pressures to force them to develop their use of e-business
...
Apple and Ryan Air are both very commonly used companies in their own
industries and in order for them to stay current, they must respond well to competitive
pressures as this gives them the greatest advantage to increase their sales and grow further
...
Apple is a luxury expensive product, whereas Ryan Air is
known to be a cheap and affordable product/service
...


Conor Cunningham M2

5
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I
would however recommend that Ryan Air offer more locations which would attract more
customers, allow them to grow, and help develop their use of e-business
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6
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tsb
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uk/apple-pay/
https://www
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com/gb/en/booking/extras
http://www
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net/limeka/apple-future-plan
https://www
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com/uk/tv/
http://betanews
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telegraph
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uk/travel/travelnews/ryanair/11360922/Ryanair-offers-six-newroutes-from-Stansted
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ryanair
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com/analysis/ryanair-swot-analysis--michael-olearys-maniacalfocus-on-being-the-lowest-cost-producer-96465



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