External Environment Analysis In Strategy-Making Writing Sample

The present paper conducts an external environment analysis for the Chinese telecommunications company Huawei Technologies. External environment analysis plays an important role in the strategy-making process because it helps predict possible risks and develop strategies to mitigate them. Although Huawei is a Chinese company, its products are sold in Asia and Europe. From the political and economic perspectives, the tense relations between the European Union (EU) and the PRC are the potential risk factor for Huaweis performance. Currently, the EU has increased exports from China, and Huawei easily sells its gadgets in foreign markets (Shamout and Elayan, 2020). However, in the case of sanctions, Huawei will lose a significant commodity market.

Social conditions are beneficial for Huawei because gadgets have become an indispensable part of peoples lives. From the point of view of technologies, Huawei is taking leading positions in producing devices using the 5th generation mobile communications technology (Tekir, 2020). Nonetheless, it is legally forbidden for Huawei to cooperate with American telecommunication corporations such as Google and Intel (Ciucan, 2020). Nevertheless, Huawei has managed to overcome this issue by reshaping supply chains and shifting to other producers of microchips. Since Huawei sells its products abroad, it is obliged to follow the ecological standards of the EU. It is not a critical problem because this company actively promotes the reduction of carbon emissions (Fei, 2020). Overall, from social, legal, technological, and ecological perspectives, the external environment could be considered as favorable for Huawei Technologies.

Political tensions with the West are the potential risk factors for Huaweis presence in the region. Huawei could not handle this problem because it is a Chinese company and is strongly affected by relations between China and other countries. Therefore, the major problem of Huawei is its link with the PRC. The strategic recommendation is to become a multinational corporation to stop incurring losses because of the complicated relations between the West and China.

The strategic implication of the analysis is that companies, especially large ones, strongly depend on their country of origin. That is because Huawei produces gadgets for ordinary people and develops telecommunication technologies that the Chinese government could use for wartime needs. This implication limits the strategic recommendation outlined above. Huawei receives subsidies and a significant share of income from the government. Consequently, Huawei cannot break its links with the government and will always be affected by the political conditions in the world.

Reference List

Ciucan, I. A. (2020) ‘USA and Huawei, the creation of a technological iron curtain’, Economic Sciences Series, 20(1), pp. 61-65.

Fei, L. (2020) ‘Tech for a better planet: A corpus-based analysis of the environmental disclosure in CSR reports of Huawei’, IOP Conference Series: Earth and Environmental Science, 615(1), pp. 1-8.

Shamout, M. D., & Elayan, M. B. (2020) ‘A Comparative analysis of strategic planning practices in Gulf Cooperation Council Region: A case study of Huawei and Samsung companies’, Journal of Talent Development and Excellence, 12(1), pp. 4891-4910.

Tekir, G. (2020) ‘Huawei, 5G network and digital geopolitics’, International Journal of Politics and Security, 2(4), pp. 113-135.

The Marketing Philosophy Of The Apple Inc. Company

Apple Inc. is one of the most powerful corporations operating in the current technology market. The large-scale brand founded positions itself as a trendsetter in mobile technologies (Kotabe and Helsen, 2020). It holds a strong brand loyalty supported by the resistant and long-established customer trust for the company. Therefore, by analyzing the main marketing concepts, one may better incorporate such knowledge into investigating the Apple company and assess its core marketing orientation, which facilitated its international authority among the leading technology-based enterprises.

Defining Key Marketing Concepts

The marketing concept refers to the fundamental strategy employed by the firm to attain high levels of customer satisfaction, increased sales, maximized profits, and achieve a competitive advantage. The production concept represents the strategy towards operations orientation followed by the companies that provide easily accessible and inexpensive products. The product concept is solely a customer-based strategy guided by the desire and high demand to provide the consumers with the “quality, performance, and innovative characteristics” (Porral and Stanton, 2017, p. 31). The selling concept is entirely dependent on the business plan developed to encourage the potential customers to buy more products and is implemented through the emotional emphasis on creating the need for the unneeded goods (Deepak and Jeyakumar, 2019). The marketing concept is considered the philosophy of competition upholding the belief that marketing success is enabled by the efforts to deliver a better value proposition in the specific market (Porral and Stanton, 2017). The societal marketing concept embodies a more recent but the most forward-thinking marketing orientation that advocates for producing better products and services to make the world a better place to live.

Analyzing the Marketing Philosophy of Apple Inc.

The marketing strategy of the Apple Inc. corporation encompasses the broad spectrum of goals, values, and market-based purposes in accordance with its leading global status. The marketing strategy of Apple Inc. is about simplicity and is grounded in its brand promise, “Think Different,” which helps the company to produce new technological ideas (Moorman, 2018, para. 8). Within its approach to providing the customers with the most reliable, simple, and user-friendly computing services, its basic marketing philosophy can be examined through each of the five main concepts analyzed above. However, the most determining ones are the product concept and the societal marketing concept.

The Product Concept

Apple Inc. is a well-recognized brand for its long-established commitment to the customer. The company managed to build a relationship wherein the customers are actively engaged in the product creation and advancement since Apple always provides them with highly sophisticated, innovative products. The technology market leader believes in potential consumers and cultivates a robust brand loyalty, which is integral to options of products, their high quality, and the benefits offered by the products and the brand itself. Within the product orientation, Apple is focused on creating first-rate products and their ongoing improvement (Moorman, 2018). The brand’s consumer products aim to meet customers’ needs and demands and, thus, they are created for personal use, such as the iPhone, iPod, and MacBook. Apple’s items and services are unique, which makes it a successful technology company worldwide.

The Societal Marketing Concept

Within the contemporary business environment, many firms adopt the societal marketing philosophy, including Apple Inc. Such a marketing concept is based on the idea of sustainability of the brand and its capacity to address widespread environmental and social issues. Apple is a socially responsible and ethical brand that supplies its products in recycled paper boxes to combat the trees cutting problem, thus attracting an increased number of customers globally. This marketing orientation entails the company’s focus on the well-being of its consumers and society in general.


To conclude, examining Apple’s marketing strategy is crucial for understanding its strategic approach that ensures its dominating position and unalterable consumer support and commitment to the brand. Apple demonstrates how it is deeply focused on understanding the target customer regarding their way of thinking, language, habits, primary desires, and needs. However, the Apple corporation must maintain the balance between customer orientation and defining its role and leadership in the industry.


Deepak, R. K. A., & Jeyakumar, S. (2019). Marketing management. Educreation Publishing.

Kotabe, M., & Helsen, K. (2020). Global marketing management. John Wiley & Sons.

Moorman, C. (2018). Why Apple is still a great marketer and what you can learn. Forbes.

Porral, C. C., & Stanton, J. L. (2017). Principles of marketing. ESIC Editorial.

Essay Voice-over

The Dark Side Of Canada’s History

The world community most often perceives Canada as one of the most peaceful and peacemaking countries in the world, which has no violence, terrible mistakes, and hatred in its history. However, digging into the facts reveals that Canada has its dark marks in history. One of these marks, or rather a series of similar policies, was the unruly and often uncompromising attitude of Canadians towards other races and entities that lived in the country. Hence, this paper will examine the incidents of hatred and discrimination based on nationality that Canada has shown towards indigenous people, Canadian Japanese, and Ukrainians, to show one side of the dark history of the state.

The violence and brutality of the first European settlers in the United States and Latin America are known to most people; however, few recall the discrimination and injustice Canadians have against indigenous peoples. Most of Canada’s territory was formed in areas where the indigenous peoples of North America lived. Although the process of developing and expanding Canadian lands was less bloody and brutal than in the United States, the Crown infringed on the rights of indigenous peoples by taking land from them and hindering peoples’ healthy living.

However, the further development of Canada after the adoption of local government only exacerbated people’s attitude towards indigenous peoples. The Indian Act in 1876, which combined all laws considering indigenous peoples, exacerbated discrimination, as the Canadian government determined the blood status of “Indians” and provided them with some benefits, as well as multiple prohibitions (Neylan). The government restricted the cultural traditions of indigenous peoples, banned the wearing of traditional clothing in public places, strictly controlled trade and fishing, and virtually deprived them of their political and sovereign rights (Neylan). In addition, indigenous people without status were not eligible for many government benefits, living in protected areas, and using “Aboriginal Rights” (Neylan). Thus, although the government did not take direct violent measures against indigenous peoples, restrictions on their rights and freedoms, lack of adequate food, medicine, education, and cultural prohibitions led to their gradual extinction.

One of the cruelest and large-scale measures aimed at destroying the culture of indigenous peoples was the compulsory attendance of residential schools for children. The first residential schools were established in the 1830s and aimed at educating indigenous children according to the laws of the Christian Church (Miller). Initially, parents hoped that their children would be able to get an education to find work and get decent living conditions; however, schools were aimed at destroying indigenous culture.

Since 1880, education in residential schools for indigenous children became compulsory, so they were forcibly separated from families that could not see them for years (Miller). Children in schools were completely isolated from their culture, since they wore standard clothes and short haircuts, they were forbidden to speak their native language and even were given new English names (Miller). Thus, the authorities hoped that the next generation of adults would forget their traditions and customs and submit to their will. In addition, the children received poor education because they spent half of their day doing dirty work, and most of the teaching was aimed at religious lessons (Miller). This approach is one of the worst manifestations of the Canadian government’s violence, since children often suffered psychological and physical trauma due to separation from their families, teacher abuse, and poor living conditions. Thus, the government tried to destroy the culture of thousands of people, but at the same time did not allow them to integrate into society due to poor education and general discrimination against indigenous people.

However, this manifestation of discrimination applied not only to indigenous peoples but also to other nationalities in Canada; one of them was the Japanese Canadians. Before World War II, tens of thousands of Japanese lived in Canada, most of whom were born in Canada or were British subjects (Robinson). In other words, Canadian Japanese should have had the same rights as other Canadians because they contributed to the country as the rest of its inhabitants.

Nevertheless, since Japan allied with Nazi Germany and was Canada’s opponents in World War II, it caused unjustified fears in the local population and government. For this reason, thousands of Japanese Canadian families were forcibly relocated inland, and many men were arrested and sent to prisoner of war camps (Robinson). The resettlement was accompanied by protests, separation of families, and poor living conditions because the government did not provide any material support other than poorly built houses. In addition, the families’ property that remained on the West Coast was sold, and after the end of the war 4,000 Canadian Japanese were deported due to an unfair government decision, which, however, the court recognized as Constitutional (Robinson). At the same time, one should not place full responsibility on the government as it was guided by the fears and hatred of the population, which threatened violence against Japanese migrants. Nevertheless, hatred could have been avoided if a quality information policy had been implemented. In this way, Canadian bias and unfair government decisions have fueled ethnic hatred and injustice that have affected thousands of Canadian Japanese.

Another manifestation of discrimination on ethnic grounds is the internment of Ukrainians in Canada. At the same time, although the aggression against the Japanese was undoubtedly unjust, it was justified by the fears of the population sacred with the war; however, discrimination against Ukrainians was purely biased. McIntosh noted that discrimination against Ukrainians and some other nationalities of Eastern Europe began to manifest itself openly in society and newspapers as early as 1899. Thousands of Ukrainians moved to Canada as the state promised them land; however, most Canadians treated them as second-class people and considered them uneducated, dumb, dirty, and almost “animals” (McIntosh par. 3). In other words, discrimination was propagated at the household level but limited the opportunities of Ukrainian migrants to obtain normal living conditions. ,

The situation worsened during the First World War, as most migrants were perceived as enemies or aliens. The Government of Canada passed the War Measures Act in 1914, which resulted in all the rights and freedoms of foreigners being restricted. According to this act, thousands of Ukrainian migrants were interned or sent to labor camps, where they performed the hard work of laying roads and building in terrible living conditions. More than a hundred people died in camps due to infectious diseases, injuries, suicides, and during an attempted riot, and those who were lucky to return did not have their homes, as all their property was confiscated by the state (McIntosh). Thus, Canada has demonstrated how the prejudice, stereotypes, and discrimination that dominate state policy have ruined the lives of many people who did not deserve it.

As a summary of the essay, it should be noted why the topic is essential for studying. Manifestations of discrimination and injustice are most often hushed up by governments and rarely discussed by the citizens of the countries in which they occurred. Canadians are no exception as, despite the apologies and retributions to the families of the affected indigenous peoples, Japanese and Ukrainians, this recognition of mistakes came after years of struggle of some people who were not afraid to tell the truth. At the same time, the fact that many people in Canada and other countries are still unaware of the dark side of Canadian history demonstrates that these topics are rarely discussed and covered by the media. However, as Richler notes, “Shame is a positive force because coming to terms with it engenders change and the better” (para. 12). In other words, the state, its citizens, and democratic principles can develop only when people recognize and are ashamed of their mistakes of the past to avoid repeating them in the future.

In conclusion, many facts show that Canada’s history has a dark side, which demonstrates its mistaken perception and attitude towards its citizens and discrimination against certain nationalities. This survey only reveals some of the darker elements of Canadian history; however, like many other states, it has many more facts that its citizens can be ashamed of and do not want to discuss. Nevertheless, learning, sharing, and understanding these facts are just as important as pride in the victories and achievements of the state. Society can develop and avoid fatal decisions in the future only by discussing the mistakes of the past and their consequences.

Works Cited

McIntosh, Andrew. “Ukrainian Internment in Canada.” The Canadian Encyclopedia, 2018, Web.

Miller, J.R.“Residential Schools in Canada.” The Canadian Encyclopedia, 2020, Web.

Neylan, Susan. “Canada’s Dark Side: Indigenous Peoples and Canada’s 150th Celebration”. Origins: Current Events in Historical Perspective, 2018, Web.

Richler, Noah. “Canadians Must Recognize the Dark Side of Their History.” The Globe and Mail, 2017, Web.

Robinson, Greg. “Internment of Japanese Canadians.” The Canadian Encyclopedia, 2020, Web.

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