Marketing Strategy for Apple iPhone Xs Max: Market Analysis

This report formulates a marketing strategy for Apple iPhone Xs Max and related products. It covers comparison with Samsung and Huawei Mate series of smart phones, consumer behavior, and additional research.

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Market analysis

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Executive Summary
This report is purported to formulate a marketing strategy for Apple iPhone Xs Max and
related products. The report covers the aspects related to comparison of Apple iPhone Xs
Max with the phone notebook manufactured and marketed by Samsung and the Huawei Mate
series of smart phones. Appropriate suggestions and recommendations relating to the
conducting and undertaking of additional research have also been provided with regard to the
reason being the limitations and restrictions of the scope of the report.

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Table of Contents
Introduction................................................................................................................................4
Market and factors......................................................................................................................4
Industrial analysis...................................................................................................................4
Competitors............................................................................................................................5
Additional factors...................................................................................................................5
Consumer behaviour..................................................................................................................6
Additional Research...................................................................................................................6
Conclusion..................................................................................................................................7
Reference List............................................................................................................................8

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Introduction
Off late, due to the advancement in technologies related to information and communications,
iPhones are being produced and subsequently marketed at a huge level. This has resulted in
the facilitation of the ease of communications by making connections at long distances.
Online transactions can also be performed by means of iPhones in a quicker manner which
would help the businesses to carve a niche of them effectively and efficiently. The main
objective of the repart is to present an overview of the feasibility involved in the marketing of
the Apple iPhone Xs Max with reference to smart phones. The comparison of Apple iPhone
Xs Max with Samsung phone notebook and the Huawei Mate smart phones would also be
done in order to examine and evaluate the competitiveness involved in the market concerned.
Finally, an appropriate conclusion would be provided with regard to the benefits of Apple
iPhone Xs Max along with suggestions and recommendations, if any.
Market and factors
Industrial analysis
The industry related to information and communication technology is booming at a rapid
level taking account of the recent past as far as the current trends are concerned. More and
more consumers are being attracted to products related to smart phones in order to get their
task accomplished in a faster and easier manner. Factories related to the manufacturing of
Apple iPhone Xs Max have sprawled up in to a massive extent (Hansen, J.M., McDonald, &
Mitchell 2017, pp. 533-543). Smart phones have also made their entry into the national
markets of various countries with regard to the opening of the floodgates of the countries
with reference to the paving of the way for foreign brands and products into the domestic
markets. Additionally, such an industry has played an extremely important role in the driving
of the economy of the concerned countries (Morgan et al. 2018, pp. 1-26). It has also led to
the raising of the standards of living of the masses and the improvement in their lifestyles to a
considerable extent. It has also resulted in the upgradation of the modus operandi related to
science and technology (Hasan & Ali 2015, pp. 463-470) Furthermore, it has widened the
scope and opportunity for further progress and developments as far as innovation is
concerned with regard to new technologies.

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Competitors
The main competitors of Apple iPhone Xs Max include the phone notebook manufactured
and marketed by Samsung and the Huawei Mate series of smart phones. The Samsung phone
notebook is basically an android phone which has been floated in the market very recently.
As a result, it would not be appealing to smart phone enthusiasts but only those who are
enthusiastic about latest mobile phones (Wensley 2016, pp. 75-107). However the Huawei
Mate series of smart phones are capable of posing a huge threat to the Apple iPhone Xs Max
as far as market expansion at the global level is concerned. Additionally, the Huawei Mate
series of smart phones would also pose a huge competitive threat to the Samsung phone
notebook with regard to the products related to android phones as far as the international
arena is concerned (Baker & Saren 2016). In order to be at an advantage over the Huawei
Mate series of smart phones and Samsung phone notebook, the Apple iPhone Xs Max smart
phone must manufacture its products in such a manner so that they seem tro have been
manufactured in the respective country instead of being exported from the US taking a cue
from Haier (Baltes 2015, p.111). Such an aspect includes China and South Korea where
Huawei and Samsung are headquartered respectively.
Additional factors
Apart from the market feasibility for Apple iPhone Xs Max in order to carve a niche of itself
in the area where it intends to set up its base, the factors relating to the surroundings would
also play an important role as far as market entry and expansion is concerned. The economic
policies relating to deregulation, globalisation, privatisation and liberalisation would provide
a platform for Apple iPhone Xs Max to reach its zenith in the market concerned (Hunt 2018,
pp. 16-51). The technological factors relating to the availability of raw materials would also
help in the determination and identification of the viability involved in the setting up of the
base by Apple iPhone Xs Max. It should also be seen whether other technological brands
could possibly pose a threat to Apple iPhone Xs Max as far as its progress and expansion is
concerned (Yun et al. 2018, p. 20). The most notable brands which may thwart the growth of
Apple iPhone Xs Max include Samsung and Huawei with reference to technological products
provided they manufacture and sale of products which are of similar kinds produced and
marketed by Apple as far as the iPhone Xs Max is concerned. Samsung and Huawei could
compete with each other with reference to android phones.

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Consumer behaviour
The consumers who are extremely passionate about the use of modern technology would be
heavily attracted to the products related to the Apple iPhone Xs Max. Upon entering into the
markets, offering of huge discounts over the purchase prices would attract a huge number of
customers as far as the local market is concerned (Mullin et al. 2017). Additionally, it would
attract those who would like to explore with iPhones thereby having the scope an opportunity
to be at an advantageous position over the phone notebooks manufactured and marketed by
Samsung and the series of smart phones manufactured and marketed by Huawei. The series
of Huawei Mate would be in completion with Apple iPhone Xs Max only when there are
many enthusiasts limited to the usage and exploration of smart phones in general. As far as
the android phones are concerned, Huawei and Samsung are quite likely to have an edge over
the Apple iPhone Xs Max if the demand for such phones rises as far as competitive advantage
is concerned. Reduction in prices would also help in the boom of sales on part of the Apple
iPhone Xs Max thereby attracting more and more consumers in the concerned market. In this
aspect, it has to plan an appropriate marketing strategy as far as the feasibility in meeting of
its goals and objectives are concerned (Hassan 2017, p.128). As a result, the conducting of a
market research and analysis prior to the start of the marketing process would come in quite
handy.
Additional Research
The discourse has provided the scope and opportunity to carry out additional research widely
and to a huge extent. Passionate and enthusiastic researchers having an expertise in marketing
and related disciplines and subject matter would be provided with an incredible platform to
conduct further research and analysis as far as the discourse is concerned. Apart from Huawei
and Samsung, it is to be analysed and subsequently determined as to what are the other
brands which could be seen as potential competitors for products related to Apple iPhone Xs
Max (Sanaei & Sobhani 2018, pp.185-196). The analysis concerning the modus operandi at
the internal level of Apple Inc. would also help to a large extent in order to draw a reasonable
inference of its further expansion as far as the global stage is concerned. Its ability to acquire
local talent would also play an important role with regard to its expansion in the local market
is concerned taking a cue from Coca Cola as far as talent acquisition management is
concerned. It is further recommended that the data analysis for further research must be
conducted in an appropriate manner (Chen et al. 2018, p.0273475317753678). It could be

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done by the proper collection of data. Procuring of primary data would help in the originality
of the research as far as the derivation of a comprehensive solution is concerned. Such
primary data can involve the conducting of interviews and the reporting of surveys as a result
of questionnaires. The appropriate consumers in the target markets must be focussed upon as
far as the interviews and surveys are concerned.
Segmentation Framework
This part of the essay is intended to provide an appropriate classification of consumers as per
the products and the appropriate brands. It would be presented in a tabular form so that a
proper comparison of the Apple iPhone Xs Max can be made with Huawei Mate and
Samsung phone notebooks. As a result, a clear overview would be inferred upon in order to
act upon with the various tastes for technological products on part of consumers
Table 1: Products and brands
Products consumers are passionate about Brands
iPhones Apple Inc.
Smart phones Apple Inc. and Huawei Mate
Android phones Huawei Mate and Samsung phone notebooks
Conclusion
As observed from the above discourse, it can be concluded by stating that the viability
involved in the marketing of Apple iPhone Xs Max is justified and appropriate. Its
comparison with the phone notebook manufactured and marketed by Samsung and the
Huawei Mate series of smart phones has also been undertaken and subsequently analysed.
The analysis of the industry concerning the technological aspects of information and
communication has also been done taking account of the current trends involved. It has also
been recommended that additional research must be carried out in the subject matter related
to the discourse since the main reason pertaining to the higher level of research not being
carried out is the limitations imposed by the scope of paper in terms of time, word limit and
financial factors. To roll up, the discourse has discussed and demonstrated the benefits of
Apple iPhone Xs Max appropriately.

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Reference List
Baker, M.J. & Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of
the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.
Chen, S., Benedicktus, R., Kim, Y. & Shih, E., 2018. Teaching design thinking in marketing:
Linking product design and marketing strategy in a product development class. Journal of
Marketing Education, p.0273475317753678.
Hansen, J.M., McDonald, R.E. & Mitchell, R.K., 2017. Marketing Benchmarking,
Triangulated Isomorphism, and Firm Strategy. In Creating Marketing Magic and Innovative
Future Marketing Trends (pp. 533-543). Springer, Cham.
Hasan, Z. & Ali, N.A., 2015. The impact of green marketing strategy on the firm's
performance in Malaysia. Procedia-Social and Behavioral Sciences, 172, pp.463-470.
Hassan, S.I., 2017. Design of portable and sustainable user authentication system using
intrinsic mobile phone biometric in smart city environment. Research Journal of Engineering
and Technology, 8(2), p.128.
Hunt, S.D., 2018. Advancing marketing strategy in the marketing discipline and beyond:
from promise, to neglect, to prominence, to fragment (to promise?). Journal of Marketing
Management, 34(1-2), pp.16-51.
Morgan, N.A., Whitler, K.A., Feng, H. & Chari, S., 2018. Research in marketing
strategy. Journal of the Academy of Marketing Science, pp.1-26.
Mullin, T.M., Phillips, N.R., Martinez, C., Moorman III, C.T. & Bytomski, J.R., 2017. Use of
The SWAY Balance Application for The Apple IPhone as an Objective Assessment for
Sports-Related Concussion Balance Testing in High School and College Athletes. Sports Injr
Med: JSIMD-123. DOI, 10.
Sanaei, M.R. & Sobhani, F.M., 2018. Information technology and e-business marketing
strategy. Information Technology and Management, 19(3), pp.185-196.
Wensley, R., 2016. The basics of marketing strategy. In The marketing book (pp. 75-107).
Routledge.

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Yun, J., Jeon, J., Park, K. & Zhao, X., 2018. Benefits and Costs of Closed Innovation
Strategy: Analysis of Samsung’s Galaxy Note 7 Explosion and Withdrawal Scandal. Journal
of Open Innovation: Technology, Market, and Complexity, 4(3), p.20.