Apple iPhone Marketing Strategy

This assignment delves into the marketing strategies employed by Apple for its iPhone product. It examines Apple's company profile, highlighting their focus on innovation and effective product design. The analysis explores the company's goals, which prioritize customer satisfaction and market share expansion through various models and online sales channels. The target market is identified as business professionals and affluent teenagers who value technological advancements and brand recognition. Finally, the assignment discusses key performance indicators like distribution and market analysis, emphasizing their role in enhancing iPhone sales.

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Company Profile
Apple Company is considered as one of the greatest companies in the digital industry. It is
an American multinational technology company and headquarter is in California. There are
406 retail stores globally. The tagline of the company is "Think Different". The company
designs, develops and also offers online services. The hardware products of the company
consist of iPhone smartphones, Mac personal computer. The first generation iPhone was
released in the US on June 29, 2007. The main success of the company is to analyze its
competitors and also help in enhancing the marketing campaigns and strategies. iPhone is
one of the products of apple and it gives direct influence on the brand. The company
introduced many models in the market and it has given enhancement in the profitability and
growth of the organization. Apple deals in computer hardware and software, consumer
electronics and also in the digital distribution of the industries.
Goals
The goal of the company is not to make money but to offer effective products. The company
also introduced different models of iPhone in the market that has given positive impact and
also enhanced the profitability of the organization. The main goal of the organization is to

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maintain the competitive strategy and also the company gives main focus on enhancing the
sale of the product in the market (Pisano, 2015). By considering iPhone the company takes
into consideration effective strategies that induce customers to buy the product. There are
many other goals that are considered by the company and that are:
a.) By introducing various models the main goals of the company is to enhance the revenue
and also to attract more and more customers towards the product.
b.) Also, the company should give emphasis on enhancing the satisfaction level of the
customers. To enhance the market share of the company by taking into consideration
effective marketing strategies.
c.) Online share is also one of the company goals. By selling iPhone online the company
wants to attain the large market share.
Target Market
iPhone is considered as a renowned brand for the people who belong from the business
background. The software that exists is well established and also compatible with various
products in the market. The company gives the main emphasis on the corporate people and
also on teenagers. Corporate people rely on the technology as it will help to communicate
and coordinate with each other. To enhance the sale of iPhone the company should give
focus on the people who belong from the corporate background and the young and rich
teenagers (Grant, 2016). As the cost of the product is high, so it will be difficult for the
people to buy the product. So the main target should be, on the person who has a high
purchasing power. The second consumer targets are high school, college and graduate
students who require one portable multifunction device. The targeted age group should be
from 15 to 25 years. This segment group replaces their iPods and cell phones with the
iPhone. As there is a high level of competition in the market, so it is essential that the product
that is offered by the company should satisfy the needs and wants of the consumers. Also, the
goodwill of the company plays a great role to enhance the market demand of the product. If
the goodwill of the company is effective, then it is seen that the company can easily attain the
goals and objectives in an effective manner.

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Measurement
Measurement of the performance and growth plays a significant role and it helps to access
the actual position of the product in the market. By tracking the bottom lines sales revenue is
not sufficient to give exact information. It is essential to know how the products are sold by
considering price, distribution channel, and profit margin. For effective measurement, it is
important that the company should use the tools for measuring the sales and also adopt the
changes in the market conditions. So, for measurement the company should consider the
following analysis:
a.) Distribution analysis: It is important to measure that where the product is sold in the
market and also to see that where the sales efforts are best spent. It is cheaper to sell the
product online. By offering the product online, it is seen that the company should
promote the product. In the recent scenario, the consumer purchases the items from
different online shopping websites. So for measuring exact position, the company should
measure the distribution analysis, where the products are distributed and what are the
effective sources of selling the product. There are many consumers who prefer to
purchase the item through online and also there are various consumers who are interested
in purchasing the product from retail outlets. So, the company can easily measure the
position in the market by considering distribution analysis (Cho, Kumar & Telang, 2014).
b.) Market Analysis: The Company should also consider the market analysis. The market
analysis helps to gain knowledge about the consumers. By conducting market analysis
the need and want of the consumers are analyzed. So before introducing the product in
the market, the company should conduct a proper analysis that helps to enhance the sale
of the product. Purchasing behavior and buying capacity of the consumers are also
analyzed by conducting effective market Analysis. The company should also give
emphasis on promoting the product in the market. The promotion can be done effectively
by considering print media, by introducing exchange offers and should bring
modification in the payment plans (Ling, Fern, Huat, Boon & Lee, 2014).

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Conclusion
So, it is concluded that for enhancing the sale of iPhone, it is very important for the company
to consider effective marketing strategies and also by giving focus on different analysis. The
company can easily attain the large market share if the correct measures are considered. For
enhancing the sale of iPhone the company should also give focus on the business class and
teenagers. The target market for the product should be the people who belong from a high-
level background and also the teenagers.
References

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Cho, D., Kumar, A., & Telang, R. (2014). The impact of iphone exclusivity arrangement on
demand for smartphones.
Grant, R. M. (2016). Contemporary Strategy Analysis Text Only. John Wiley & Sons.
Ling, G. M., Fern, Y. S., Huat, T. S., Boon, L. K., & Lee, T. S. (2014). Applied-information
Technology for Brand Image towards the Usage of iPhone. In Advanced Materials
Research (Vol. 977, pp. 491-495). Trans Tech Publications.
Pisano, G. P. (2015). You need an innovation strategy. Harvard Business Review, 93(6), 44-54.