One of the most crucial environmental problems in today’s world is climate change, hence, the issue has become a fundamental role in political life and in the business sector. Many countries have taken a step forward towards contributing into the worldwide phenomena of climate change and global warming. Many agreements have been placed throughout the last two centuries between countries to contribute to the mitigation of this problem. Mostly the over industrialized and developed countries are in symbiosis for this purpose.
In the beginning of summer 2017, President Donald Trump announced a decision to withdraw the United States from the Paris climate pact, a common agreement among the majority of nations to implement regulations that could help countries to react to the impact of climate change which was a major threat towards the whole movement concerned with environmentalism worldwide.
This agreement has given countries a threshold value for industrialists to keep from increasing the climate temperature by 2 degrees which according to scientists can save the world from rapidly degrading into an intolerable environment (businessinsider.com, 2017).
This decision was an awestruck for people both in the business as well as the scientific community who believe in the ideology of environmentalism due to which reactions of all sorts came into observance all around. The reasons stated behind Trump’s decision was portrayed as the agreement being costly ineffective and demanding in terms of high tax charges. While some people may be of the view that this withdrawal may result advantageous for the US encouraging local energy competitors to thrive. Others may also perceive this as an act of leadership and authority (The Daily Signal, 2017).
Similarly, a senior member of the Information Technology and Innovation Foundation, in Washington DC commented that it would be very discouraging and will impact other countries involved in the agreement negatively arising suspicion whether to stay on course with the agreement or not. Trump’s announcement urged many CEO’s of established businesses to react on this decision as well. Such as Elon Musk from Tesla, Brad Smith from Microsoft, Former Vice President Al Gore and even Tim Cook from Apple tweeted against the decision. Large well-established companies gave out their own statements supporting the agenda of climate change being a real threat and discouraging the act of withdrawal of Trump from the pact (Fortune, 2017).
Apple, the American multinational technology company, reacted to president’s decision to pull the United States out of the agreement by launching an advertisement “Earth – Shot On iPhone”. The advertisement was released on the day of NBA finals while a large TV audience was watching the game. The 2017 NBA Finals is registered as one of the most watched NBA Final series with 20.4 million viewers (Statista, 2017).
Apple uses audio of Carl Sagan reading from his book “Pale Blue Dot: A Vision of the Hu- man Future in Space” (YouTube, 2017) to identify the importance of the issue and to warn its consumer of the value of what could possibly get lost. It was a clear political answer to trump withdrawal towards the Paris agreement. The haunting and very poetic voice of Carl Sagan, a previous cosmologist was very appealing along with the visuals displayed in the advertisement. The customer behavior marketing helps the company to establish the brand in the minds of its consumers. It has built a loyal customer base by providing confidence and shared beliefs that inspire people to remain loyal to the company.
Although it seems very unusual for Apple to favor on this worldwide issue being a self-absorbed company that can spend lavishly for its narcissistic purposes. Since it has its own advantages in promoting the idea because of the renewable energy sources that are already installed within their retail stores, offices and other departments owned by Apple (Kulp, 2017).
The feature shall be evaluated through SWOT analysis which adds in the strengths, weaknesses, opportunities and threats of a product. Result obtained by SWOT analysis will help the marketing strategies will be more effective and penetrable in the market (Smallbusiness.chron.com, 2017). While PESTLE analysis will be carried out as well for the assessment of all external factors such as political, economic, social, and technological features of ignored then many consequences will be faced such as legal issues and maybe offend customers in worst case scenarios. It dissects all the external and internal factors of the marketing tools being used by the company and what impact does it leave on the subsequent events.
The basic PESTLE analysis will give a better understanding of firm’s position within the market and how the brand image helps strengthen Apple’s ability to put an enhanced framework in place, thus influencing its consumers to contribute to a sustainable future. It will help in further strategic planning and decision making (Contributor, 2017).
Understanding the application of an external knowledge will explain how does the firm carry out an effective advertisement with its astounding ability to make fan customers stand in queues for hours to purchase the first selling products released by Apple every now and then, and how the core values or as many believe are mere using their platform to promote their own range of suppliers are brought to life through effective advertisement and other marketing strategies such as celebrity reliability and positive review creation to its consumers. Consumer’s psychotic behavior towards new appliances and products frequently released are to be analyzed thoroughly as well. The role model image Apple has created for it has reasons behind it which are to be taken under keen observation, evaluation and analysis.