Environmental Scanning Assignment - Essay Example

Apple Inc. report Introduction The Apple Company in America specializes on selling electronics and computer software. Apple is also widely known for selling personal computers. There are a variety of issues revolving around the business. The environmental scan reflects at one of the current issues affecting the business and comes up with this report (Gershman, 2014 April 30).Apple in the recent past has been affected by a variety of issues. There is a big scandal between Apple and Samsung regarding who among the two companies copied manufacturing rights from the other.

This problem mainly affects all the people associated with apple products including their customers all over the world. The problem affects the consumer since the consumer is no longer aware whether the apple products are original or copied from Samsung. Apple needs to have good expertise and prominent lawyers to defend this court case (Gershman, 2014 April 30).The ongoing case has had a bad image to the clients of the business. In order to maintain the customer loyalty there should be proper measures put in place.

These measures may include a campaign to convince the customers that they have the unique products and that Samsung is guilty of coping their product. Samsung has sued apple for coping two of its rights and is seeking seven million dollars as compensation. Apple is seeking compensation of 2.2 million dollars compensation from Samsung for coping six of their rights (Gershman, 2014 April 30).In conclusion, this case does not have any benefits to the Apple Company. It has negative effects as the customers begin to doubt the credibility of the Apple products if by any chance they lose the case.

The fall in profits is an indication of the negative impacts of the problem at hand. There is also the problem of embarrassment to the Apple Company when Samsung accuses them that they are not the innovators.ReferencesGershman, J. (2014 April 30). The Loser of Apple-Samsung Patent fight? Apple and Samsung. Civil Litigation, 76-80.