Mathematical Methods of Marketing Analysis of the ICT Market in Japan (the Case of Apple Inc.)

Each company faces the need to research its marketing environment during product development, pricing, the choice of promotion and distribution means, or the formulation and revision of a corporate strategy. In most cases, a qualitative method of expert review based on key concepts of modern management - PEST analysis, SWOT analysis, 5 Porter forces is used to solve this problem. The result is a descriptive model of the external environment based on subjective experience but not considering all available statistical data. At the same time, increased competition and globalization require marketers to apply innovative approaches to environmental assessment that are more accurate and consider the entire market situation. This study analyzes market conditions on the basis of quantitative statistical data and assesses the impact of market conditions on the performance of the organization on the example of Apple in the market of information and communication technologies in Japan. The obtained model on the basis of graph and correlation-regression analysis is compared with the Brown model. The main scientific novelty of this paper is the substantiation of the possibility of using the theory of graphs for the analysis of market conditions and the extension of the methodology for using PEST analysis and the model of Porter's five forces for analyzing the market situation. The results of the research can be used in the work of marketers, whose responsibilities include the study of the environment, as it will allow them to understand and analyze the environment for making strategic decisions better.