Marketing Concept and Strategy for Apple's iPhone: A Case Study

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Table of contents
Marketing concept...........................................................................................................................2
Marketing mix elements..................................................................................................................2
SWOT..............................................................................................................................................2
Environmental scan.........................................................................................................................3
Segmentation strategy......................................................................................................................3
Purchase decision.............................................................................................................................3
Secondary research..........................................................................................................................4
Positioning map...............................................................................................................................5
Brand position..................................................................................................................................5
Consumer product............................................................................................................................5
References........................................................................................................................................7

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Marketing concept
Marketing concept adopted by Apple Inc. is a customer centred ‘sense and respond’ philosophy.
Here the brand aims to understand customer needs and offer products which stand apart from
those of competitors. Apple adopts a ‘customer first’ approach. Under this concept, customer
focus and value are the only determinants of sales. Apple strongly believes that they don’t need
to find the right customers but they need to offer the right product to their customers. Profits are
achieved through high levels of customer satisfaction.
Marketing mix elements
Product: The recent iPhones launched are iPhone XS and iPhone X.
Price: Apple Inc. has adopted a premium pricing strategy for its iPhones. This strategy includes
pricing a product higher than competitors in order to position the product effectively.
Place: The case throws light on Apple products being sold in Canada. However, Apple Inc. sells
all its iPhones worldwide. They are available at ‘Imagine retail stores’.
Promotion: Apple has adopted excellent digital marketing, social media marketing, television
ads as well as print advertising strategy.
SWOT
Strengths: The biggest strength is the strong brand name of Apple as well as fierce loyalty of
Apple customers especially with regards to iPhones.
Weaknesses: The high price of iPhones make it difficult for a large segment to afford the
product.
Opportunities: Introducing low priced options can be a good opportunity to enhance customer
group.
Threats: The growth of competition poses a major threat. Specifically with manufacturers like
Google, Samsung and One Plus.