Apple Inc. Marketing Strategies, Competitors, and Weaknesses

This dissertation proposal explores the marketing strategies, competitors, and weaknesses of Apple Inc. It discusses the role of marketing strategies in Apple's success and worldwide invasion. The study aims to evaluate better ways for Apple Inc. to become more successful and have better global invasion.

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RAD17454331
Programme Title BSc Business Management
Module Title Business and Management Dissertation
Module Code (listed on
Moodle and in LTAFP) QAB020X602H & QAB020X604A
Coursework Title Business and Management Dissertation – 3000 words
proposal
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Dissertation proposal
Apple Inc. – marketing
strategy, competitors and
weaknesses
2

Table of Contents
INTRODUCTION...........................................................................................................................5
Background for the study.......................................................................................................5
Importance and rationale for selection of topic......................................................................5
Aim of the research project....................................................................................................5
Research objectives................................................................................................................6
Research questions.................................................................................................................6
Scope and limitation...............................................................................................................6
LITERATURE REVIEW................................................................................................................8
To evaluate about the role of marketing strategies in the success and worldwide invasion of
Apple Inc................................................................................................................................8
To implicate about the main weaknesses and shorting coming in the marketing strategies of
Apple Inc..............................................................................................................................10
To review about the main competitors of Apple Inc. along with weaknesses in their strategy
..............................................................................................................................................11
To determine the better ways that can be adopted by Apple Inc. to become more successful
and have better invasion at global level...............................................................................12
RESEARCH METHODOLOGY...................................................................................................15
Research philosophy.............................................................................................................15
Research approach................................................................................................................15
Research strategy..................................................................................................................16
Choices of method................................................................................................................16
Time horizons.......................................................................................................................16
Data collection and analysis.................................................................................................16
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Sample method.....................................................................................................................17
Ethical consideration............................................................................................................17
Time Frames.........................................................................................................................17
RESULTS......................................................................................................................................19
FINDINGS.....................................................................................................................................33
CONCLUSION..............................................................................................................................36
RECOMMENDATIONS...............................................................................................................36
REFERENCES..............................................................................................................................37
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INTRODUCTION
Background for the study
Apple Inc. is a well-known multinational technology based company the main headquarter
of which situated at California, United States. The main operations and dealings of Apple inc.
comprises of designing, developing and marketing consumer electronic product and other
electric accessories across the world (Palmatier and Sridhar, 2017). Apple inc. is the leading and
most successful technology company in the world which is differentiated from its competitors
through its effective product innovation, exclusive design and most prominent and effective
marketing strategies. The product portfolio of Apple inc. comprises of Mac, iPhone, iPad, iPod,
Apple Watch, Apple TV, Digital content, Software, Accessories and other associated Cloud
services (Budzinski and Kuchinke, 2020). Thus, being a multinational company and operating in
technology sector a huge level of competition is faced by Apple Inc. thus, current study is lead
out to evaluate about the marketing strategies of Apple Inc. along with determination of their
competitors and weaknesses.
Importance and rationale for selection of topic
The selection of current topic is important as it is viable and rationale to evaluate the
marketing strategies of Apple Inc. that plays a vital role in its success and global invasion. Apart
from this, Apple Inc. is a multinational company which faced a high level of competition threat
thus, determination of its competitors and along with their weakness is helpful and important to
ensure adoption of better’s strategies and ways to have better success and enhanced performance.
A description and analysis regarding the importance and the role of marketing strategies in the
success and worldwide invasion is also made along with analysis of better ways to become more
successful and have better invasion at global level which is rationale and important from
organisational view pint. Apart from this, selection of current topic is also meet the personal
interest of researcher along with ensuring better skills development and enhanced knowledge on
selected topic.
Aim of the research project
The main aim set out for current dissertation is, “To evaluate about the marketing
strategies of Apple Inc. along with determination of their competitors and weaknesses”. A
research work on Apple Inc.
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Research objectives
Following are the main objectives set out for current investigation on Apple Inc.
 To evaluate about the role of marketing strategies in the success and worldwide invasion
of Apple Inc.
 To implicate about the main weaknesses and shorting coming in the marketing strategies
of Apple Inc.
 To review about the main competitors of Apple Inc. along with weaknesses in their
strategy.
 To determine the better ways that can be adopted by Apple Inc. to become more
successful and have better invasion at global level.
Research questions
The research questions evaluate under current dissertation are stated as below:
 What role is played by marketing strategies in the success and worldwide invasion of
Apple Inc.?
 What are the main weaknesses and shorting coming in the marketing strategies of Apple
Inc.?
 Who are the main competitors of Apple Inc. along with weaknesses in their strategy?
 Are there any better ways that can be adopted by Apple Inc. to become more successful
and have better invasion at global level?
Scope and limitation
The scope of current dissertation is wide which comprises of evaluation about the role of
marketing strategies in the success and worldwide invasion of Apple Inc along with implication
regarding the main weaknesses and shorting coming in the marketing strategies of Apple Inc.
Beside this, a deep discussion about the main competitors of Apple Inc. along with weaknesses
in their strategy is also made to develop better understanding about selected research topic.
Further, the main focus and scope of current investigation consists of determination of any better
ways that can be adopted by Apple Inc. to become more successful and have better invasion at
global level.
The main limitation and shortcoming associated with current dissertation is based on lack
of sufficient resources and adequate amount of time along with collection of reliable data for
study. Therefore, implication of suitable research method is made for collection of data to meet
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set objective in a better way. Further, implication of Gantt chart is useful in overcoming the
issues of time management through leading effective time frames for timely completion of
activities.
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LITERATURE REVIEW
It forms one of the most vital and crucial chapter of a dissertation which comprises of a
discussion and evaluation of various available secondary information to get better understanding
about selected research topic along with providing a base for further investigation through
analysis of objective (Gilbert, 2020). Literature review provides a comprehensive summary and
description about previous research work on a specific topic with the help of surveys of scholarly
articles, journals, books, documents and other relevant sources to clearly enumerate, describe and
evaluate set objectives (Jeong, Lee and Lim, 2019). The current literature review is based on
marketing strategies of Apple Inc. along with analysis about its competitors and weakness for
which a number of online articles and journals are reviewed a discussion about which is provided
below:
To evaluate about the role of marketing strategies in the success and worldwide invasion of
Apple Inc.
As per the view point of Chirag Kulkarni, 2016, marketing is essential for good business
which helps to reach and connect with target audience and lead to better growth and invasion of
organisation. Marketing strategies and exclusive way of promotion provides a method for Apple
Inc. to differentiate itself from its competitors and allows to focus in its strengths to attract and
cater larger customers through providing better quality product and services. The marketing
strategies of Apple Inc. is having many key features which makes it better and more attractive
than its competitors in business environment and plays a vital role in its success and worldwide
invasion a description and evaluation of which is provided below:
Keep marketing strategies simple- Apple Inc. is used to keep its marketing strategies
simple as technology consumers often get over whelmed with complex marketing strategy and
leads to creation of confusion in their minds. Apple Inc. Keeps its marketing message very
straightforward with simple graphics without much use of jargon or any other complex technical
terms so that consumers can translate and understand marketing message in a better and more
effective way without any complexity and confusion (Yang, Nam and Kim, 2018).
Leverage reviews- The another key aspects of marketing strategy of Apple Inc. comprises
of getting regular reviews from its customers along with implementing relevant suggested
modification in its services and products which makes it more better to meet the expectation and
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desire level of consumers. Apple inc. is having a strategy of offering free trail and sample to
have and exchange testimonial and review of its customers at social media and websites which
makes its customers happy and attracted towards its product and services (Lee, Zhou and Wang,
2018).
Knowing Audience through speaking in their language- The another vital marketing
tactics of Apple Inc. consists of interacting with customers in their common or local language
which lead to a deeper bond with customers at global and international level thus, plays a vital
role in world wide invasion of Apple inc. through encouraging its global sales. Keeping in touch
with customers and focus on study of needs and wants of customers through regular interaction
and talk at social media offers enhanced success to Apple inc. and enhance its invasion and
expansion at global level (Heracleous and Papachroni, 2016).
Understanding needs of the customers- This is one of the most important marketing
strategy that the Apple Inc. has adopted. It states that until and unless requirements and demands
of the customers are identified, it can be most difficult to sale the product. Therefore, Apple
takes care of the consumers demand and supplies accordingly in order to satisfy the needs of the
customers.
Creating the visual content- This is another tactic that Apple has adopted and it states that
if an organization wants to create the awareness of it's products than the promotion must be
attractive and attention gaining. Therefore, visual content is the most attractive part of adverting
the product. It contains animation and social site usage for better reach across global customers
so that customer can buy online or can go to the nearby store for purchase (Ducange, Pecori and
Mezzina, 2018).
4 Ps- Four Ps of marketing is an effective tool that has greatly utilised by the Apple in a
very effective manner. For example, product they are offering contains high uniqueness selling
propositions, price they are offering are premium thereby rich society purchase that for better
experience and to maintain status as well and place are also limited because there are less stores
where Apple products are being sold out because of the usage of it's high advanced technology
and the fear of stealing that by some one.
Hiring of right people- Hiring of a professional salesperson can have a great impact on the
marketing strategies of Apple Inc. It is important to employ right people at right place on right
time at right positions in sales and marketing department. This is what the company has focused
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on, they have expertise who are brilliant in selling the products of Apple and are trained very
well for the same (Malfona, 2018).
To implicate about the main weaknesses and shorting coming in the marketing strategies of
Apple Inc.
According to the information provided by Hitesh Bhasin, 2020, Apple inc. is a global
brand which is well known for its product quality and services but still some treats and short
coming are faced by Apple inc, in its marketing strategies which hampers its performance and
success level. The one of the major weakness of Apple Inc. at global level comprises of difficulty
in meeting its customers’ expectations as being a leading company a larger number of market
share is targeted by Apple Inc. thus, the marketing strategies of Apple is left behind and not able
the maintain a balance with needs and expectation of its customers. Further, as a larger target
market is addressed by the Apple Inc. thus it is more difficult and weakness of marketing
strategy of Apple to have a strong emotional connection and better interaction with its customers
at international level that is a weakness and shortcoming of its marketing strategy (Payne, 2017).
Apart from this, use of simple and traditional form of marketing and promotion strategy
limits the scope of success for Apple Inc. along with its incompatibility with other devices which
leads huge impact on consumer decision making. Beside this, the premium pricing strategy and
dependency in fewer products is also creating weakness for marketing strategy of Apple Inc. as it
limits the marketing content and promotion strategy to attract and cater larger number of
customers at global level (Alnabhan, 2020). Apart from this, the high level of competition and
increasing threats from competitors like Dell, Sony, Lenovo who are making continuous
modification and improvement in their marketing strategies through use of more innovative and
viable technology is again creating weakness and shorting coming for marketing strategies and
promotion of Apple Inc. at global level that is affecting its sales margin and worldwide invasion.
The summary of the whole weaknesses of Apple Inc. can be the high priced products
which states that not all the type of people can buy the products of an organization because it is
very high priced so only rich society can afford such products rather than the middle class or
lower class people. Therefore, target market is limited of the company, it has not any expanded
reach as per the target market (Clarke and Boersma, 2017). Another weakness can be that they
do not advertise or promote more of their products on television, newspapers, radios, magazines,
social sites and many more promotional channels or tools which is generally used by the
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company to advertise its products. This results in less awareness of the product so only less
people can reach to the products who are updated with the new features of the technical devices.
Moreover, it is incompatible with other programs and software because it contains it's own
operating system which has does not have the feature of compatibility with other software so this
can be the disadvantage for the people if they are requiring more than one software in an Apple
device. Distribution is also limited of the company that means the product contains the high tech
parts in a device and which are very costly so the distribution segments are less because of the
safety and security of the products from stealing, so they distribute to only those sellers who are
trustable or who are licensed for the Apple products like Apple showrooms and licensed stores of
mobile accessories (Razak, Hidayat, Launtu and Bahasoan, 2020).
To review about the main competitors of Apple Inc. along with weaknesses in their strategy
With respect to the information provided by Umar Farooq, 2019, Apple inc. is a famous
corporation deals in design, developing and marketing consumers electronics products and other
associated accessories worldwide and seek to differentiate its product with high level of
innovation, exclusive design and effective marketing strategies. But still a high level of
competition is faced and encountered by Apple from other global companies in international
market a discussion and evaluation of which is provided below:
Dell- It is an American multinational computer company which deals in manufacturing,
selling and repairing of computers and other parts and give strong competition to Apple
especially in laptop segment. The weakness and drawback of Dell in comparison with Apple
comprises of less loyalty in customers along with the strong brand awareness of Apple in mind
of consumer which is reflecting the shortcoming and weakness of marketing strategy of Dell
(SUWANDHI, 2016).
Lenovo- It is a multinational technology company the main headquarter of which is
situated at China, and North Carolina, United States of America and is the biggest threat and
competitor of Apple. Lenovo is currently the global leader in terms of providing Tablets,
Laptops, Computers and other software and telecom services thus, it is the main competitor of
Apple. The main challenge and issues faced by marketing strategy of Lenovo is based on the fact
that its laptops and devices are facing heating issues that lead to its negative image in market and
taken as failure of marketing strategy as it does not lead to improvement in its image at global
level.
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Sony- It is a Japanese corporation headquarter of which is located at Minato, Tokyo. The
main operations of Sony comprises of gaming playstations, consumer electronics,
Telecommunication equipment and computers thus, leading significant competition for Apple
inc (Palmatier and Sridhar, 2017). The only drawback of marketing strategies of Sony comprises
of limited reach and assess to customers at global level.
Samsung- It is one of the leading multinational conglomerate company based in South
Korea in 1938. They have vast variety of product ranges which offers not only the mobile phones
but also variety of home appliances, technical devices for study purpose or for the office use and
many more. It's weaknesses includes that it is highly dependent on the American markets and
android operating system which limits the company in expansion in gaining uniqueness in it's
products.
Microsoft- It is one of the leading technology company based in US in 1975. It has also the
vast range of the products which are offered by the company to it's customers which includes
mobile phones, variety of software and other technical devices. It's weaknesses includes that
their investments decisions are poor, they are highly dependent on the hardware manufactures
and they are slow in innovation (Jeong, Lee and Lim, 2019).
Asus- It is one of the leading computer hardware company based in China in 1989. It deals
with the variety of product ranges like mobile phones, laptops, VivoBook series, gaming series,
ZenBook series and support. It's weaknesses includes they highly lacks in marketing of their
products thereby low awareness among people and a lot of legal controversies are going on
currently with the company which directly affects it's reputation and goodwill.
Xiaomi- It is one of the leading home electronics company based in China in 2010. It also
deals with various product ranges like mobile phones, television, fitness products, smart home
products and other technical devices. It's weaknesses includes that they have distribution as
offline more, it is less reputed than other brands like Apple, Samsung and many more and
contains the skimming price as low (Wang, Lin, Lin and Hung, 2017).
To determine the better ways that can be adopted by Apple Inc. to become more successful and
have better invasion at global level
According to the information provide by Jonny Evans, 2020, the better and more effective
ways that could be adopted by Apple inc. to become more successful and better invasion at
global level consist of making improvement and timely modification in its marketing strategy to
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connect and interact with its customers in more better and effective way. A discussion about the
ways that that can be adopted by Apple Inc. to become more successful and have better invasion
at global level are discussed as follows:
Find Uniqueness in its content- The foremost change that can be adopted by Apple inc. is
just creating and promotion in a unique and most exclusive way through coming up with new
and more innovative ideas in a regular basis to keeps its target customers attracted towards its
marketing strategy and products and services. Unique value proposition not helps in attracting
larger number of customers but also provides higher competitive strength for Apple Inc. to have
better success and enhanced invasion at global level (Wei, Che-Ha and Mohezar, 2020).
Empathize with audience- The another strategy for having better invasion at global level
comprises of empathizing with audience through making efforts to know and meet the actual
desires and needs of target market. Thus, adoption of right platforms and digital channels must
be made by Apple inc. to connect and interact with its customers in a far better and interactive
way.
Create experience through appealing emotions- The another way to attract and cater larger
number of customers at global level consists of creating long lasting experience for customers
through leading memorable and entices them to come back again for purchasing and
experiencing the quality of life (Jeong, Lee and Lim, 2019). It might consists of creating more
effective videos and content which comprises of storytelling and sensory dimensions about
product and services in order to enhance excitement and emotional touch in customers for buying
of product and services for better success and global invasion of Apple inc.
Regular up-gradation in marketing content- This is needed to be improved that every time,
same content of marketing never works, it must be unique and innovative. People will never
focus on the content if it is dame as the previous one so it is important to change every time at
the time of the advertising or promotion.
Prioritizing SEO- Search engine optimization is a tool of digital marketing which
conceptualise that the website of the company can be on higher rand on various search engines
so that more people notices the company and can get awareness out if that. That is why applying
SEO can be very beneficial for an organization (Blythe and Martin, 2019).
Engagement in SMM- This is an another tool in digital marketing and contributes a major
role in marketing strategies because now a days people are more on social sites and usually
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prefer them for regular updates of the products like Instagram, Facebook, Twitter and many
more. Therefore, company must go for social media marketing for excessive global reach to the
customers.
Providing products at standard pricing as well- This idea raised from the weakness of
Apple Inc. which states that they only offer high pricing products. Therefore, it is essential for
the company to look into this issue so that at least middle class people can also buy those
products and they can expand their target market as well (Lancaster and Massingham, 2017).
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RESEARCH METHODOLOGY
This section is a vital part of dissertation that facilitates information regarding the proposed
and expected research method that are applied by a researcher for data collection and performing
the activities during leading an investigation (Gilbert, 2020). Adoption of research onion model
is made to adopt and select appropriate research methods and approaches for current
investigation based on Apple inc. a justification and reason for selection are provided below:
Figure 1: Resercah Onion, 2020.
Research philosophy
Four main types and categories of research philosophies are there which are presented by the
first layer of research onion which consist of positivism, realism, pragmatism and interpretivism.
From these four category of philosophies, adoption and utilisation of positivism is most
justifiable and suitable for current investigation as it ensures a systematic and scientific way of
study through supporting numeric and quantifiable data.
Research approach
Two main parts are there which represent the approaches for leading out an investigation
that includes inductive and deductive form of approaches. As per the quantifiable nature of
current investigation, application of deductive approach is more suitable as well as justifiable as
it leads and ensures effective testing and scanning of numeric facts to meet set objective in a
better way (Budzinski and Kuchinke, 2020).
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Research strategy
This layer of research onion provides information about the research strategy that provide a
framework and complete base for an investigation and comprises of various techniques like
survey, experiments, case study, grounded theory, action research, etc. With respect to current
investigation on Apple Inc. implication and utilisation of survey strategy of research is being
made as it provides the easiest and simplest way for collection of data with the use of
questionnaire. The evidences are provided in the justification of survey strategy that it leads to
better review of facts and information collected with questionnaire from a wider and larger
section of respondents for more effective study.
Choices of method
Under this layer of research onion, a choice and selection of research method is made from
the three main categories consists of qualitative, quantitative and mixed nature of research
method. In accordance with current investigation on Apple Inc. use and application of
quantitative research method is most suitable and justifiable as it ensures collecting and
gathering of numeric facts to ensures and lead better understanding in form of numeric results
(Palmatier and Sridhar, 2017). Apart from this, quantitative form of research method also leads
and ensure better communication and presentation of facts for better achievement and
accomplishment of set objectives.
Time horizons
There are two basic forms of time horizons consist of cross sectional and longitudinal time
duration from which adoption of cross sectional has been made the justification behind which
comprises of leading out and presenting research activity at single point of time within a limited
and short period of time.
Data collection and analysis
Collection of data for current study could be made from two main origin and sources of
information consist of primary as well as secondary sources of data collection. The reason for
collecting information from primary data is based on the perception that it provides first hand
data that is collected by researcher through its own efforts thus, provided most authentic and
reliable form of data for study (Wei, Che-Ha and Mohezar, 2020). Further, collection of data
from secondary sources is also appropriate and justifiable as ensures support for primary facts
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along with leading a base for investigation with the help of review of past facts and information.
Collection of primary data would be made with the help of a questionnaire where secondary
information is gathered from online articles and journals.
Sample method
Through making use of random sampling method a sample size of 35 participants is selected
for current investigation from the employees of Apple Inc.
Ethical consideration
To meet the ethics and set principles during current investigation adoption and
implication of BERA code of ethics is made. Further, due consent and prior approval is taken
from all participants before their involvement in research activity to ensure that their feelings and
sentiments does not get hurt during the course of investigation. Apart from this, adoption of data
protection act is also made to ensure safety and privacy of collected data for current study.
Time Frames
To present the time frames and research duration use of following Gantt chart is made that is
providing information about various activities along with their time duration in a diagrammatic
and systematic way.
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RESULTS
Data analysis is defined as the process of the cleaning, transforming and modelling the data
to search the useful information for effective decision making. Its main purpose is to extract the
useful information from data and take decisions on the basis of data analysis. For analysis, there
has been thematic analysis method used in which themes developed of the different questions
included in questionnaire.
QUESTIONNAIRE
Name:
Age:
Gender:
Q1) Do you have understanding about the marketing strategies in context to organisation?
a) Yes
b) No
Q2) According to you, does implementing the effective marketing strategies help in
enhance the brand awareness of an organisation?
a) Yes
b) No
Q3) As per your perspectives, what are the different marketing strategies Apple should be
used at workplace?
a) Social Networks and Viral Marketing
b) Paid Media Advertising
c) Internet Marketing
d) Email Marketing
Q4) What are the benefits gained by the Apple Inc. in implementing the marketing
strategies effectively?
a) Engage Customers
b) Bring in New Customers
c) Enhance brand awareness
d) Reputation enhancer
Q5) What is the main role of marketing strategies in the success and worldwide invasion of
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Apple Inc.?
a) Keep marketing strategies simple
b) Leverage reviews
c) Knowing Audience through speaking in their language
d) Understanding needs of customers
Q6) What do you think, which consequences company can be faced of not having the
effective marketing strategy?
a) Losing out to competitors
b) Gaining and retaining fewer customers
c) Losing market share
Q7) On the basis of your opinion, what are the main weaknesses and shorting coming in the
marketing strategies of Apple Inc.?
a) Premium pricing
b) Pace of Innovation
c) Leadership
Q8) As per your viewpoint, who are the main competitors of the Apple company at
marketplace?
a) Samsung
b) Sony
c) Dell
d) Lenovo
Q9) What are the different issues faced by company while creating the effective marketing
strategies?
a) Data mining
b) Local search marketing
c) Landing page conversion
d) Link building
Q10) What are the different ways Apple Inc. should be adopted to overcome from issues
faced by company in implementation of marketing strategies?
a) Targeting effectively
b) Use social media
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c) Keeping with marketing trends
Q11) Recommend some ways through company can have the better invasion at global
level?
Frequency Table
Q1) Do you have understanding about the marketing strategies in
context to organisation?
Frequency
a) Yes 30
b) No 5
Q2) According to you, does implementing the effective marketing
strategies help in enhance the brand awareness of an organisation?
Frequency
a) Yes 25
b) No 10
Q3) As per your perspectives, what are the different marketing
strategies Apple should be used at workplace?
Frequency
a) Social Networks and Viral Marketing 10
b) Paid Media Advertising 10
c) Internet Marketing 10
d) Email Marketing 5
Q4) What are the benefits gained by the Apple Inc. in implementing the
marketing strategies effectively?
Frequency
a) Engage Customers 12
b) Bring in New Customers 10
c) Enhance brand awareness 7
d) Reputation enhancer 6
Q5) What is the main role of marketing strategies in the success and
worldwide invasion of Apple Inc.?
Frequency
a) Keep marketing strategies simple 10
b) Leverage reviews 10
c) Knowing Audience through speaking in their language 10
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d) Understanding needs of customers 5
Q6) What do you think, which consequences company can be faced of
not having the effective marketing strategy?
Frequency
a) Losing out to competitors 10
b) Gaining and retaining fewer customers 15
c) Losing market share 10
Q7) On the basis of your opinion, what are the main weaknesses and
shorting coming in the marketing strategies of Apple Inc.?
Frequency
a) Premium pricing 12
b) Pace of Innovation 10
c) Leadership 13
Q8) As per your viewpoint, who are the main competitors of the Apple
company at marketplace?
Frequency
a) Samsung 10
b) Sony 10
c) Dell 5
d) Lenovo 10
Q9) What are the different issues faced by company while creating the
effective marketing strategies?
Frequency
a) Data mining 5
b) Local search marketing 7
c) Landing page conversion 10
d) Link building 13
Q10) What are the different ways Apple Inc. should be adopted to
overcome from issues faced by company in implementation of marketing
strategies?
Frequency
a) Targeting effectively 15
b) Use social media 10
c) Keeping with marketing trends 10
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THEME 1: Understanding about the marketing strategies
Q1) Do you have understanding about the marketing strategies in
context to organisation?
Frequency
a) Yes 30
b) No 5
Interpretation: From the above mention graph, it has been analysed that there are 30
respondents and they said that they have the understanding about marketing strategies in detailed
manner. According to them, marketing strategy is overall business plan for reaching at
prospective customers. There are 5 remaining respondents which do not have the detailed
understanding regarding the marketing strategies.
THEME 2: There are different marketing strategies help in enhance the brand awareness
Q2) According to you, does implementing the effective marketing
strategies help in enhance the brand awareness of an organisation?
Frequency
a) Yes 25
b) No 10
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Interpretation: As per the given graph, it has been examined that there are 25 respondents
which are agree with implementing the effective marketing strategies help in enhance the brand
awareness of business. An organisation requires strategy around the brand awareness and also
supporting brand story which emphasis unique value proposition. According to remaining 10
respondents that marketing strategies not only enhance brand awareness but also attract the large
number of new customers.
THEME 3: Marketing strategies Apple should be used
Q3) As per your perspectives, what are the different marketing
strategies Apple should be used at workplace?
Frequency
a) Social Networks and Viral Marketing 10
b) Paid Media Advertising 10
c) Internet Marketing 10
d) Email Marketing 5
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Interpretation: From the mention graph, it has been stated that there are various marketing
strategies Apple can be used. According to the 10 participants that social networks and the viral
marketing is effective marketing strategy. As there are large number of people using different
social media tools for an instance Facebook, Instagram, Twitter and others. So, it can be easy for
company to connect with customers through using them effectively. On the basis of 10
respondents that paid media advertising is effective marketing strategy as it is an external
marketing efforts that consist paid placement. The paid media consists brand content, display ads
and PPC advertising. It is necessary component of the revenue development as well as brand
awareness for the online business. 10 respondents are agreeing with the internet marketing.
According to 5 remaining respondents that email marketing can be used by the company to
connect with customers.
THEME 4: Benefits gained by the Apple Inc. in implementing the marketing strategies
Q4) What are the benefits gained by the Apple Inc. in implementing the
marketing strategies effectively?
Frequency
a) Engage Customers 12
b) Bring in New Customers 10
c) Enhance brand awareness 7
d) Reputation enhancer 6
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Interpretation: There are 12 respondents that the main benefit of implementing the marketing
strategies by company is to engage the customers. Marketing is not tool that used for bringing in
the new consumers. This is way of remaining the engaged with present consumer base.
According to 10 respondents that marketing strategies are helpful in bring the new consumers.
While the present patrons are necessary, acquiring the new consumers, main objective with
marketing strategy. 7 respondents are agreeing with enhance the brand awareness. There are 6
remaining respondents and they said that social media is one of the effective way to enhance the
reputation of company. Strong reputation of company helps in attract the more customers. They
will proud to be represent business and goods.
THEME 5: Role of marketing strategies in the success and worldwide invasion
Q5) What is the main role of marketing strategies in the success and
worldwide invasion of Apple Inc.?
Frequency
a) Keep marketing strategies simple 10
b) Leverage reviews 10
c) Knowing Audience through speaking in their language 10
d) Understanding needs of customers 5
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Interpretation: According to 10 respondents that main role of the marketing strategy is to keep
the marketing strategies more simple. Through this, employees can able to target the new market
and also attract the large number of customers. There are 10 respondents and they said that
company can be leverage the reviews. Reviews can be negative and positive so the better
marketing strategies are helpful in getting the positive reviews of customers which help in
develop the positive impact on other people. As per opinion of 10 respondents that it is necessary
for company to know audience by speaking in their language. Communicating with the audience
in their own language help in attract them. There are 5 remaining respondents which are agree
with understanding the needs and demands of consumers.
THEME 6: There are some consequences company can be faced of not having the effective
marketing strategy
Q6) What do you think, which consequences company can be faced of
not having the effective marketing strategy?
Frequency
a) Losing out to competitors 10
b) Gaining and retaining fewer customers 15
c) Losing market share 10
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Interpretation: According to 10 respondents that losing out to competitors is one of the main
consequences company can be faced of not having the effective marketing strategy. If the
company is not able to compete with the customers, then it develops the negative impact on
productivity of business. There are 15 respondents and as per their opinion that from not having
the marketing strategy, it will not easy for the company to gaining as well as sustaining few
consumers. There are 10 remaining respondents which agree with losing the market share.
THEME 7: Weaknesses and shorting coming in the marketing strategies of Apple Inc.
Q7) On the basis of your opinion, what are the main weaknesses and
shorting coming in the marketing strategies of Apple Inc.?
Frequency
a) Premium pricing 12
b) Pace of Innovation 10
c) Leadership 13
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Interpretation: From the above mention graph that there are some weaknesses as well as short
comings in marketing strategies of company. On the basis of 12 respondents that premium
pricing is one of the main weakness of the company in its marketing strategies. As per their
opinion that the cost of Apple products is high and the middle class people are not able to afford
it. There are 10 respondents and according to them pace of innovation is also a main issue or
weakness of the Apple company. High expectation of product for new version that Apple
company has developed may prove to be biggest weakness of company. There are 13 remaining
respondents and according to them leadership is a main issue. The company may need different
type of the leadership in order to keep the reputation of Apple for the visionary goods.
THEME 8: Main competitors of the Apple company at marketplace
Q8) As per your viewpoint, who are the main competitors of the Apple
company at marketplace?
Frequency
a) Samsung 10
b) Sony 10
c) Dell 5
d) Lenovo 10
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Interpretation: At the marketplace, there are many competitors of Apple organisation at the
marketplace. There are 10 respondents which said that Samsung is one of the strongest
competitor of Apple firm. It is south Korean firm that producing the smartphones and personal
computers both. 10 respondents are agreeing with the Sony. There are 5 respondents and they
said that dell is strong competitors. 10 remaining respondents are agreeing with Lenovo
competitor.
THEME 9: There are some issues faced by company while creating the effective marketing
strategies
Q9) What are the different issues faced by company while creating the
effective marketing strategies?
Frequency
a) Data mining 5
b) Local search marketing 7
c) Landing page conversion 10
d) Link building 13
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Interpretation: As per opinion of 5 respondents that data mining is main issue that company
faced in creating marketing strategies. There are 7 respondents and they said that local search
marketing arises the issue as it is about putting business on map in the local searches. There are
10 respondents which said that landing the page conversion is main problems. There are 13
remaining respondents which are agree with link building issue in developing the marketing
strategy.
THEME 10: There are various ways Apple Inc. should be adopted to overcome from issues
faced
Q10) What are the different ways Apple Inc. should be adopted to
overcome from issues faced by company in implementation of marketing
strategies?
Frequency
a) Targeting effectively 15
b) Use social media 10
c) Keeping with marketing trends 10
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Interpretation: As per opinion of 10 respondents that company should targeting the markets and
customers can help in overcome from the problems faced by company in implementation of
marketing strategies. According to 10 respondents that company should use the social media. 10
remaining respondents are agreeing with the keeping with the marketing trends.
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FINDINGS
Role of marketing strategies in the success and worldwide invasion of Apple Inc.
This objective of literature review is linked with the question mention in the
questionnaire. It has been analysed that marketing Strategies is an exhaustive plan that is
particularly developed to attain the marketing objectives of every Organization. This framework
aids the Organization in achieving their respective Marketing Objectives. It is the inseparable
part of a marketing plan and it is drafted after doing a thorough marketing research. The main
purpose of these marketing strategies is to make the best possible use of their limited and crucial
resources grabbing the best opportunity in order to increase their sales. Marketing Strategies are
drafted by decided their target market to whose they want to sell their products or services. There
is certain target market that generate quicker as well as higher revenue in comparison to Other
segments. An in depth market analysis needs to be done to choose the target market that can be
best fit for their offering, that can help them to increase their customer base thereby increase
their sales and getting ahead in competitions. In literature review, there has been discussed
different role of the marketing strategies like Keep marketing strategies simple Leverage
reviews, Knowing Audience through speaking in their language, understanding needs of the
customers, Creating the visual content, 4 Ps and Hiring of right people. Marketing mix simply
the way company chooses in order to sell their product by using the 4 P's appropriate in correct
proportion. The wise choice of making decision can include carefully understanding the current
situation and depending on the situation choose appropriate combination of marketing mix,
making the best choice for all the available distribution channels.
The Organization keep their marketing strategies as simple as possible so customer can
easily become aware of their presence and get attracted. It is pertinent for understanding
customer's need and accordingly be able to fulfil their needs. The Organization should also be
able be create attractive visual content that should have potential to engage their chosen target
market. This will help them to get large amount of reviews that will aid them increase their sales
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Main weaknesses and shorting coming in the marketing strategies of Apple Inc.
It has been analysed from literature review that Apple Inc. is among one of the largest
tech companies in the world, continues to dominate in the categories that it invented or
popularized. Since company’s tightly controlled software and services as a major strength of the
company, as it allows Apple to control all aspects of the devices it produces. Overall, however,
this puts an additional burden on Apple’s development cycle as software, security and many
other details become an in-house responsibility. As we have already discussed that company's
own operating system which does not allow compatibility with other system is big disadvantage
for users who do require more than one operating system in Apple devices. Apple’s been able to
keep its edge in most of its major product lines, but the size of its lead is getting smaller because
their target customer is from rich society. As the brand throw a reputation for its users and for
company high expectations mean that Apple can’t do experimental products or services at the
market without hurting its brand thus market share size have been limited which lead the pace of
innovation curve slower and inability to experiment in market makes harder for Apple and
created another main weakness for the company.
Competitors of Apple Inc. along with weaknesses in their strategy
From the above mention information in literature review that Through analysis the
literature review it is determined there are several competitors of Apple Inc. Respective company
is one of the well-known firm who design, develop as well as sell electronic products in the
potential market at worldwide level. There are several competitor of respective company such as
Dell which is an American multinational firm which manufacture, sell and repair computers. But
respective company have few drawbacks or limitations as compare to the Dell such as they have
less loyal customers as well as their brand awareness is low as compare to the Apple. The next
competitor of respective company is Lenovo which is known as multinational technology firm
whose head office is located at the China, and North Carolina, United States of America. Lenovo
is considered as global leader of tablets, laptop, software, computer and so on. The main issues
experienced by Lenovo which impact on their sales as compare to the Apple is related to the
marketing strategy as well as they have an image that their laptops are not much good as the
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Apple that decrease their sales. In addition to this the next competitor of Apple is Sony which is
a Japanese firm whose head office is located at the Minato, Tokyo. The main function of this
firm is related with gaming play stations, consumer electronics, Telecommunication equipment
and computers. The main weakness of Sony is that they have limited reach as well as assess to
the potential customers at global market. In addition to this, there are several other competitors
of Apple such as Samsung, Microsoft, Asus and Xiaomi.
Better ways that can be adopted by Apple Inc. to become more successful and have better
invasion at global level
By evaluating information provided in literature review it is determined that there are
several better ways which can be adopted by Apple Inc. in order to become more successful as
well as have effective invasion at the potential global market. In this one the the main aspect
which can be implemented by respective company is finding uniqueness in their content.
According to this company management need to create creative promotional ideas so that they
can attract more and more customers towards the products and services. In addition to this, they
may also empathize with audience, in respect of this management must have effective invasion at
the global level which is comprise of empathizing with customers through developing efforts to
know the need and demand of customers at potential market. Respective company may also
adopt strategy according to which they may create experience through the appealing emotion
according to which company create and share long emotional experience of customers with firm.
In addition to this, it will help company in attracting more customers as well as retaining the old
one. Along with this, there are several others ways that can be adopted by Apple Inc. to become
more successful and have better invasion at global level such as prioritizing SEO, regular up
grading in marketing content, conducting engagement in SMM as well as company also provide
products at the standard price.
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CONCLUSION
By analysing above mentioned topic it can be determined that for every company it is
essential to conduct effective marketing strategies as that will help in attracting more and more
customers through which attainment of desire goal can be done successfully. In order to develop
effective marketing strategy, it is essential for an organisation to conduct evaluation of their
competitors as well as in this it is necessary to understand their weaknesses. It is so because
through this company able to understand the market situation which help them in developing
effective strategies and plans related to marketing activities. For a company manager it is
essential to determine role of marketing strategy because through that they can develop strategies
which them in increasing sales at the world wide level. In addition to this, there are several ways
that can be adopted by a company to become more successful and have better invasion at global
level. This will include Find Uniqueness in its content, empathize with audience, Prioritizing
SEO-Engagement in SMM, Providing products at standard pricing and many more. By adopting
these strategies an organisation can attract more customers which help in attaining desire goal.
RECOMMENDATIONS
It has been recommended from the mention information that company should develop the
effective marketing strategies to attract the more customers and enhance brand awareness.
Company should focus on providing the products and services on reasonable costs so that middle
class people can easily afford it. It is necessary that business objectives should be aligned with
the marketing and sales, having marketing strategy permits the businesses to be think regarding
vision and also sign sales. This permits an organisation to be re- visit strengths, weaknesses,
opportunities and threats. It assuring that they mainly leverage strengths as well as opportunities.
Company should focus on its weaknesses while keep threats in mind. In addition to this, a
company management also need to conduct their market analysis so that they can understand the
weakness of competitors as that will help them in developing effective strategies that leads to
attainment of desire goal. Moreover, an organisation also need to adopt effective and innovative
marketing strategies as that will help in attracting more and more customers at the potential
marketplace.
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Online
Chirag Kulkarni. 2016. 10 Things You Need to Learn From Apple's Marketing. [Online]
Available Through:< https://www.entrepreneur.com/article/280692 >.
Hitesh Bhasin. 2020. SWOT analysis of Apple Inc – Apple SWOT analysis. [Online] Available
Through:< https://www.marketing91.com/swot-analysis-apple/ >.
Umar Farooq. 2019. Apple Competitors. [Online] Available Through:<
https://www.marketingtutor.net/apple-competitors/>.
Jonny Evans. 2020. 7 ways Apple can improve enterprise productivity. [Online] Available
Through:< https://www.computerworld.com/article/3516391/7-ways-apple-can-improve-
enterprise-productivity.html >.
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