LSBM101 Marketing: Apple Smartphones Strategies & Objectives

This case study provides a comprehensive analysis of Apple Inc.'s marketing principles and practices, focusing on its smartphone business. It explores key marketing concepts such as product strategy, branding, and promotional strategies, examining how these elements contribute to Apple's success. The report identifies and evaluates the marketing strategies and programs that have helped or hindered Apple in achieving its objectives, with a consideration of ethical implications. It delves into Apple's segmentation, targeting, and positioning strategies, as well as its marketing mix (product, price, place, and promotion), providing insights into how Apple leverages these strategies to maintain its competitive edge and brand image. The analysis also touches upon the importance of people, processes, and physical evidence in Apple's marketing approach.

Marketing Principles & Practice

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Explain key marketing concepts and terminology applicable to apple smartphones. (e.g. Product Strategy, Branding, Promotional
Strategy)......................................................................................................................................3
Identify the marketing strategies and programs that helped/obstructed Apple inc achieve their objectives. Were these objectives
achieved in an ethical manner?...................................................................................................5
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is related to those tool which is used by the business organisations to stimulate the demand of the product from the market
with the help of different marketing tools. Marketing is the important aspect which is required in this competitive market because it is
the only solution for the business organisation to survive. The importance of marketing is increasing day by day and the reason behind
them is the increase in number of organisation which develops stiff competition in the market. There are many digital technology are
developed which helps the organisation to conduct the advertisement of their product. Marketing requires huge investment under
which many organisations faces difficulties to operates but their return can bear any losses . This report is based on one of the biggest
organisation of world called Apple Inc which is famous for their premium gadgets. It is an American multinational organisation which
deals in consumer electronic goods. This report provide us brief discussion related to the various marketing aspect of the company.
TASK
Explain key marketing concepts and terminology applicable to apple smartphones. (e.g. Product Strategy, Branding, Promotional
Strategy)
Apple is one of the most reputed smartphone brand of the world under which the company earns huge revenue by selling their
smartphone at premium pricing. The main reason for the success of company is their strategies and policies which helps the company
to target their customers. The organisation has team of well experienced executives which analyses the needs and preference of the
customers and develops different strategies to target the segmented customers. The brief discussion related to various strategies of
Apple Inc are described below:
Product strategy of Apple Inc
At the time when Tim cook was not the head of Apple group, he said that all products of the company are placed under the single table
but this now the company has huge product range such as mobile phone, laptops, iPods, Mac book and many more. Apple is generally
used product driven approach which is their greatest strength. The main concept behind this approach is that the organisation develops

the product first and the analyse the market for it. It is the trademark of the organisation to that they only develop premium product
which requires those customers which has ability to spend huge amount in devices to satisfy their needs. One of the most important
strategy of the company is that the new updates does not requires new design. The meaning of this strategy is that the customers can
enjoy features in their existing smartphone because the organisation provided them in regular updates. The organisation control both
hardware and software and it is the most safest device in term of privacy.
Branding of Apple inc
It is the important reason for the success of organisation in the market, the branding of Apple Inc is one of the attractive strategies of
all time. The branding strategy of the Apple is to focus on the emotions of the targeted buyers. Company link the usage of devices as
the part of life style of their customers. The organisation generally target the feeling of those peoples which has more sensitive
towards the status and are able to afford the premium devices. The main reason for the success of this branding is the effective
marketing of the company and also the brand awareness of the organisation.
Promotional strategies of Apple
The management of the organisation has different strategies for their premium price range which helps the organisation to increase
their market share and makes their organisation more competitive the brief discussion related to the different pricing strategy of the
company which are given below:
Rethink the need for the environment
The most common used strategies which many companies used to advertised their product is the use of google or Facebook
which is also expensive tools but the management of Apple believes it to be unnecessary. Company uses only two different stargates
in them first is product placement under which the organisation endorse their product with celebrities and the other is to create the
buzz in media.
Avoiding the price by their unique value proposition

It is fact that many entrepreneurs has compete in the market on the basis of price which enables the price wars in the market but the
management of Apple believes it all shit because all the companies has incurred loss in this situation and customers take advantage.
The management never drop the price of their product. Company focus on their unique product and achieve competitive advantage
over the other.
Keep your marketing and products simple
The approach of the company always based on the psychology that the advertisement should be simple and free from any heavy
information. All the advertisement of the company are very simple which only express some features of the new product with some
attractive visuals. More of the advertisement is silent which reflects the sincerity and uniqueness of the organisation.
Identify the marketing strategies and programs that helped/obstructed Apple inc achieve their objectives. Were these objectives
achieved in an ethical manner?
The main objective of the Apple company is to provide the best experience to students, educators and creative professionals with their
unique and innovative hardware and software. Generally the main motive of the organisation is to achieve the success in competitive
market with their Unique product. The organisation has attractive marketing strategies which helps the organisation to achieve their
objectives. The brief discussion related to these strategies are given below:
Segmentation, targeting and positioning strategy of Apple of inc
It is one the the most important strategy of the company under which the organisation segmnent all the market in small parts and
targets specific part of market to positioned their product. In this marketing strategy the management of organisation has three target
groups such as
 Those group of customers which prefer to listen music the company develop different products to satisfy the needs of these
customers such as I pod and I tunes. These are the portable devices which are running on the charge for long time and also one
of the most successful product of the company.

 The next group is related to the teenagers and professionals which requires quality products to improve their lifestyle.
Organisation targeted these customers with their iPhones tablets and laptops.
 The third group is related to those customers which uses different products of the company such as Apple TV and watches.
Marketing mix of Apple
It is related to those marketing strategy under which the organisation conduct their marketing programme on the basis of four factors
such as product, price, place and promotion. These factors has provided information related to the various aspect of the organisation
and helps them to advertise the product. The brief discussion related to various factors of marketing mix are given below:
Product
The product of the organisation is the main strength of the company because all strategies are based on this. Apple has huge
product range in their organisation such as I phone, Ipad, Watches, ITV and many more. This diversified product range of the
company enables them to earn huge revenue from this. The main feature of the company product is that it belongs to the high quality
and also came with the premium pricing.
Price
The organisation generally follow premium pricing for their product because the main ideology of the company is to earn huge
revenue from their high quality product with the help of premium pricing. The success of pricing policy of the organisation is based on
their unique product and also the quality of their product.
Place
The place strategy of the company is very wide because the organisation sold their product from many places such as Apple
stores, Trade partners, Retail, online and also from the retail outlets. These stores are located in many parts of the world under which
the customers can get the product.
Promotion

This strategy is related to the advertisement of product to stimulate their demand with the helps of different marketing tools.
The management of Apple has does not believe on the Facebook or google ads so that it uses different celebrities to endorse their
product and also create buzz in the media which helps them to aware the customers about the new and innovative product of the
company. All the marketing programme of the organisation are very simple and unique.
Marketing Mix of Apple
Apple Inc is an American multinational technology company that has been specialized in consumer electronics, computer
software and online services. This is largest information technology company by revenue and is formed in the year 1976. Marketing
mix means those tools that is used by an organization in order to sell product or services to its customers. It is helpful in making
organization take decisions that makes profit within the organization. The marketing decision of an organization requires over taking
development which makes improvement done in relation to strength and helps in covering weakness. The mix also lead upon making
competitiveness achieved by the market making improvement done through making collaboration with partners and departments. In
market mix 4 P's has been identified that helps organization in taking decisions in relation to price ,product, promotion, and place
which is expanded within 7 P's and physical evidence , people and process were added. This has been discussed marketing mix as
follows:
 Price- The price is marketing strategy which is based over amount required to be paid for buying the product. It is dependent
upon view of customers as it can easily change the strategy which is related over marketing strategy that has been used by an
organization. Lower price of product is easily making attraction possible with high price of product which makes attraction
done in order to earn profit. A company should set the price greater to their cost of production to earn profit for the company.
Apple uses high price strategy which makes high class customers targetted in effective manner.

 Product- The product is based upon that thing that has been used in order to make selling done to customers out of profit earn
by organization. This makes organization maintain life cycle of product in order to cover challenges that has taken place
regarding product to be sold. As apple sells luxurious products which helps in making their product life cycle to be maintained.
 Promotion- In order of promoting the product different methods is used which is done with the help of advertising, direct
marketing and sales promotion. An organization can also use TV commercials, Internet ads, catalogues, trade fairs, billboards,
etc. form making product promotion done Promotion manly focus on that factors which help the organisation to attract more
customer to buy their products and services. The Apple used Advertising method for promoting their products.
 Place- Place is refereed as that kind of area or location within which an organization is willing to sell product and services
where consumer cannot be attracted easily. In this various aspects like transport, warehousing, distribution centres, inventory
decisions and franchises is used. Apple is an international organization sell its product all over the world but its main focus is
upon United Kingdom, Republic of Ireland, Netherlands, Belgium, China ,Hong Kong, India, Saudi Arabia and UAE.
 People- People in marketing mix refers to those persons which help the company to achieve objectives of the company they
are selling staff employees, customer services , delivery people , as well as recruitment and training staff. The company should
be aware about their performance of employees and how they interact with the customers. Apple is an organization which
helps in ensuring that their employees makes customers interaction possible which helps in making product promotion with job
generation possible.
 Process- Process refers to as marketing mix which is used for making performance done by staff of an organization making
selling of product and service done with impact on customer so that it can make influence created. Apple organization has been
training its employees for making influence created easily for making purchase of product done.
 Physical evidence- Physical evidence refers to the all those things which is related to the products or the physical
environment where service has been given. Physical evidence of the company includes delivery receipts, product packaging,

signage, or the layout of the store. All the physical evidences of apple company are stores , websites, and for purchi9ng proofs
they have physical or digital receipts, invoices etc. that has been provide to the customers when they purchases. This acts an
important perspective achieved within market.
Marketing research of Apple
Marketing research makes systems develop gathering, recording and analysing over quantitative and quantitative data that
helps in solving issues related upon marketing product and services. The goals of this research is based upon making assess in relation
over changes that effects customer behaviour. In order to perform marketing research Apple is required to follow basic steps which are
given as follows:
Identification and Defining the Problem:
The market research uses which makes identification done over problem faced by an organization. In this problem has been
identified that helps in making process developed in relation to problems which can hinder selling for apple.
Statement of Research Objectives:
As the problem has been identified through explanatory Marketing’s
relationship with HR, Production, Lega research is required to be done by the researchers of apple. This makes qualitative and
quantitative objectives achieved through question, statement and hypothesis which helps in making marketing analysis possible.
Planning the Research Design or Designing the Research Study:
After defining the research problem and deciding the objectives, the research design must be developed. A research design is a
master plan specifying the procedure for collecting and analysing the needed information. It represents a framework for the research
plan of action. This makes planing to be done in relation over research and design making apple think innovative way.
Planning the Sample:
This is done through involving procedure which helps apple in making sure about the percentage of customers using its
product. Further, through making product stability created within it.

Data Collection:
The collection of data relates to the gathering of facts to be used in solving the problem. Hence, methods of market research
are essentially methods of data collection. Data can be secondary, i.e., collected from concerned reports, magazines and other
periodicals, especially written articles, government publications, company publications, books, etc. This makes apple develop better
strategies for making its future development possible.

Marketing’s relationship with HR, Production, Legal
(Covered in poster)

CONCLUSION
From the above discussion it can be concluded that an organization like Apple is required to use various kinds of techniques
and strategies which is helpful in making organizations achieved various goals and objectives within no time. Through usage of 7 Ps
within its marketing strategies makes organizations understand about various aspects related to market that made organization achieve
growth with success. Also through STP the organization is able to target all classes of customer that made organization’s customer
base developed on large scale. Through applying maketing with its various department Apple has created strong professional structure
which made it one of top most organization in relation to mobile and various other devices.