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Running Head: TECHNOLOGY & STRATEGIC/COMPETITIVE POSITION. Technology & Strategic/Competitive Position Students Name: Lecturers Name: Unit Title: Submission Date: 1 TECHNOLOGY & STRATEGIC/COMPETITIVE POSITION. 2 Use of information technology by apple impacts competitive rivalry, such as pricing, promotion, and distribution in the following ways, Apple conducts research using information technology so as to find out as well as develop products that are of high quality. For example, Apple tested Apple pay using technology before introducing the innovation into the market or into its products. Apple also introduces innovative products into the market. Products such as the IPhone have multiple technological features that are better than products produced by competitors. Examples of such features include a feature that allows one to call over WiFi, high quality imaging as well as video recording and picture taking, near field communication based payments as well as high memory storage of up to 128 GB for its IPhone 6. Pricing on the other hand has been enhanced by technology because technology has enabled Apple Inc. to produce multiple products within a short period of time. Mass production thought the use of technology has enabled Apple to benefit from economies of scale. Promotion of products has been done with the use of the internet; sales of the company’s products are done online. The company sold goods and services worth 18 billion US$ in the year 2013. The company also conducts its distribution are done using order distribution and tracking software (Scott & Shaoming 2012). How the company dissuades new entrants Apple dissuades new entrants by continuously improving the quality of its products; this in turn improves its brand image as well as increases product loyalty. TECHNOLOGY & STRATEGIC/COMPETITIVE POSITION. Enables customers to achieve greater bargaining power 3 The bargaining power of customer is enhanced by producing customer wants as well as needs. The company also collects as well as analyses customer complaints. Market research is also conducted on customers so as to identify opportunities within the market. Enables suppliers to gain more bargaining power Distributors can purchase products in bulk at a much lower price per product. The company negotiates with those that deliver inputs of the products that it produces. Suppliers are also guaranteed future contracts to supply inputs if they maintain the quality and availability of their current supplies (Suzanne 2013). Gives rise to substitute products or services that threaten the existing market The company competes with substitute products by selling online. This enables it to widen its market share; the company also continuously produces products that are innovative. Customer support is also provided for the companies’ products. Such support include after sales service as well as good refund and trade-in strategies (Suzanne 2013). TECHNOLOGY & STRATEGIC/COMPETITIVE POSITION. References 4 K. Scott Swan, Shaoming Zou (2012) Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing Emerald Group Publishing Suzanne Berger (2013) Making in America: From Innovation to Market MIT Press