Marketing Strategies of Apple Inc.

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Marketing Management
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Executive summary
Marketing strategy involves the objectives put in place by a business with the aim of
achieving a long-term goal. Under marketing strategies, there are numerous factors to consider
such as factors that affect the business internally or externally. Additionally, there is the
competitive positioning which deals with how the business structure itself to counter competition
from other brands. Market segmentation requires the business to establish ways on how to attract
different consumers.
Apple Inc. has established itself in the global market. This is because the company’s
corporate and marketing objectives are intertwined. The company has positioned itself in the
market by use of marketing mix and effective evaluation of its SWOT analysis. Apple has
additionally segmented its market well to cater for the different needs of the consumer

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Table of Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Apple strength and weakness......................................................................................................................4
Apple Inc. competition position and strategy..............................................................................................5
Competition position...............................................................................................................................5
Competition strategy...............................................................................................................................5
Apple Inc. marketing objectives..................................................................................................................5
The link between Apple corporate objectives and marketing objectives................................................6
Apple market segmentation and marketing mix.........................................................................................6
Apple market segmentation....................................................................................................................6
Apple marketing mix................................................................................................................................6
The product level of iPhone.........................................................................................................................7
Conclusion...................................................................................................................................................7
Bibliography................................................................................................................................................9