Marketing Management of Apple

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Marketing Management of Apple
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Marketing Management
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Table of Contents
1. Introduction..............................................................................................................................2
2. Marketing Environment...........................................................................................................2
2.1 Macro environment...........................................................................................................2
2.2 Micro environment............................................................................................................4
3. Four P’s....................................................................................................................................6
3.1 Price..................................................................................................................................6
3.2 Product..............................................................................................................................6
3.3 Promotion..........................................................................................................................7
3.4 Place..................................................................................................................................7
Conclusion and Recommendation...................................................................................................8
References......................................................................................................................................10

Marketing Management
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1. Introduction
Marketing Environment includes all the forces and actors that affect the ability of company to
maintain and develop successful relationship and transactions with the customers they target.
Marketing environment consist of micro environment and macro environment (Wilson, 2012).
To understand the concept of marketing environment a company is selected that is Apple Inc
because it is one of the leading brands in the technology industry of the world. Apple Inc. was
founded by Steve Jobs in 1976 and headquartered in Cupertino, California. Apple offers smart
phones, online services, software and tablets. Some of the popular and innovative products of
Apple are iPhone, iPod, Apple watch, iTunes and MacBook. Further, in software segment
company offer macOs and iOs. Apple is the valuable company because of innovativeness, and
strict principles and practices of human rights followed by the company and Apple is also known
for its not disclosure agreement and strong work ethics (Apple, 2019). The report consists of
marketing environment analysis of the company that includes micro and macro environment and
four P’s of marketing followed by recommendation and conclusion.
2. Marketing Environment
Marketing environment of Apple Inc. is given below to understand the practical aspects of
marketing. This includes macro environment and micro environment analysis; in macro
environment all the uncontrollable factors are analyzed that include PESTEL analysis that is
“analyzing political, economic, social, technological, environment and legal factors” (Sammut
and Galea, 2015). Micro environment is important because it has immediate and direct impact on
the company and elements in micro environment are competitors, employees, shareholders,
customers and suppliers.
2.1 Macro environment
Two macro environment forces are discussed below that impact Apple operations;
i. Political factor: Some of the political factors that affect the company are trade policies,
political instability and trade disputes. The current political factors that are identified as
the opportunities for Apple are improving trade policies and stability in political structure
of developed countries as this will create a positive environment for the company in near