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Analyse AKIRA's successful strategy in Singapore, look into the macro environment, using PEST analysis, and then the micro environment, with Porter's five-forces model.
Member rating: No Rating | Words: | Submitted: Wed May 05 2004
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1. Introduction The AKIRA brand of consumer electronics products includes a full range of audio-visual products, household products and home appliances. In line with its motto of "Makes Life Better", AKIRA products are now widely available in Singapore at all major electronics outlets for consumers' convenience. Over the years, AKIRA's sales and distribution network has grown steadily and AKIRA has been sold in 60 countries across the globe. (AIKRA, online) In order to analyse AKIRA's successful strategy in Singapore, we look into the macro environment, using PEST analysis, and then the micro environment, with Porter's five-forces model (Nellis and Parker, 2002) applied, which is a useful tool to analyse profitability in a market. 2. Macro-environment Analysis It is important that an organization considers its environment before beginning the marketing process. In fact, environmental analysis should be continuous and feed all aspects of planning. In order to take advantage of emerging opportunities,...
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