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MARKETING MANAGEMENT ANALYSIS OF APPLE 21 21 Marketing MANAGEMENT ANALYSIS OF APPLE Name of the University Author

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MARKETING MANAGEMENT ANALYSIS OF APPLE MARKETING MANAGEMENT ANALYSIS OF APPLE 21 21 MARKETING MANAGEMENT ANALYSIS OF APPLE MARKETING MANAGEMENT ANALYSIS OF APPLE Name of the Student Name of the University Author Note Issue 2 2 Introduction of Apple 2 Mission statement and slogan of Apple 2 Marketing approach of Apple 2 Description of the products 3 Issue 2 3 SWOT analysis of Apple 3 Customers of Apple 4 Collaborators of Apple 6 Competitors of Apple 7 PESTLE Analysis of Apple 8 Issue 3 10

MARKETING MANAGEMENT ANALYSIS OF APPLE 21 21 Marketing MANAGEMENT ANALYSIS OF APPLE Name of the University Author

   Added on 2021-05-31

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Running head: MARKETING MANAGEMENT ANALYSIS OF APPLEMARKETING MANAGEMENT ANALYSIS OF APPLE Name of the Student Name of the University Author Note
MARKETING MANAGEMENT ANALYSIS OF APPLE 21 21 Marketing MANAGEMENT ANALYSIS OF APPLE Name of the University Author_1
MARKETING MANAGEMENT ANALYSIS OF APPLE1Table of ContentsIssue 1.............................................................................................................................2Introduction of Apple.................................................................................................2Mission statement and slogan of Apple.....................................................................2Marketing approach of Apple....................................................................................2Description of the products........................................................................................3Issue 2.............................................................................................................................3SWOT analysis of Apple...........................................................................................3Customers of Apple....................................................................................................4Collaborators of Apple...............................................................................................6Competitors of Apple.................................................................................................7PESTLE Analysis of Apple.......................................................................................8Issue 3...........................................................................................................................10Customer needs and wants.......................................................................................10Competitor Analysis.................................................................................................10Context of the business environment.......................................................................11Role of the collaborators..........................................................................................12Issue 4...........................................................................................................................13Target Market of Apple............................................................................................13Value Proposition of Apple......................................................................................14Positioning of the company......................................................................................14Positioning map of Apple.........................................................................................16Issue 5...........................................................................................................................16Marketing mix of Apple...............................................................................................16References....................................................................................................................21
MARKETING MANAGEMENT ANALYSIS OF APPLE 21 21 Marketing MANAGEMENT ANALYSIS OF APPLE Name of the University Author_2
MARKETING MANAGEMENT ANALYSIS OF APPLE2Issue 1 Introduction of AppleApple Inc. is a multinational American organization which has its operations in thetechnology industry. The headquarter of the company is located in Cupertino, California. Theorganization mainly develops and sells computer software, consumer electronics, onlineservices and many more. The hardware products of the company include, iPhone, iPad, tabletand other computer based devices. The software products on the other hand include, macOS,iOS, iTunes and media player (Apple Leadership., 2018). Mission statement and slogan of AppleThe current mission statement that has been designed by Apple is, “Apple designsMacs, the best personal computers in the world, along with OS X, iLife, iWork andprofessional software. Apple leads the digital music revolution with its iPods and iTunesonline store. Apple has reinvented mobile phone with its revolutionary iPhone and App store,and is defining the future of mobile media and computing devices with iPad.”. During thetime of Steve Jobs however, the mission statement of Apple was “To make a contribution tothe world by making tools for the mind that advanced mankind”. The slogan of Apple from the start of its operations in the technology industry hasbeen “Think different”. The company has been a pioneer of many new products andinnovative services that are offered to the consumers (Hill, Jones & Schilling, 2014). Marketing approach of AppleThe major marketing approach that has been implemented by Apple is related to thecompany first and hardware second philosophy. The operating system of the products ofApple is based on this philosophy of the company. The hardware based products of Apple are
MARKETING MANAGEMENT ANALYSIS OF APPLE 21 21 Marketing MANAGEMENT ANALYSIS OF APPLE Name of the University Author_3
MARKETING MANAGEMENT ANALYSIS OF APPLE3the major part of the revenues of the organization. However, the apps, interfaces and servicesthat are offered to the users hold much more importance for the company (Wheelen et al.,2017). Description of the productsApple offers a wide range of products to its customers which include, the AppleMacintosh which was designed by the founder of the company. The iMac, iPod, iPod Nano,iPhone, iTunes and iPad. The major service that attracts the customers of the organization isthe iOS App Store. Issue 2SWOT analysis of AppleStrengths High quality advertising capabilities,which creates awareness of thebrand and stronger demand for theproducts. Extensive and strong distributionchannels in the United States. Vertical integration capabilities.Reputation and brand awareness.Sound performance on the financialgrounds with strong cash flows. WeaknessesOverdependence on the sales ofiPhone. Weak channels of distribution insome areas of its operations in theworld.Low rate of expenditure on thedevelopment and research basedcapabilities of the company.Incompatibility with the otheroperating systems. Opportunities The market of Internet of Things orIoT is growing and the rate ofgrowth is expected to increase in theyears to come. The gadgets related to healthconcerns are also introduced in themarket. The market of mobile enterprise appwill gain more value in the comingyears (Meyer, Neck & Meeks,2017). ThreatsThe intense competition in themobile market is creating pressureon the profits of Apple on the long-term basis. The U.S. dollar has becomestronger. The lawsuits that are being faced bythe company have resulted in thedamage of the brand. The company faces a huge risk ofdata breach in the currentenvironment (Morschett, Schramm-Klein & Zentes, 2015).
MARKETING MANAGEMENT ANALYSIS OF APPLE 21 21 Marketing MANAGEMENT ANALYSIS OF APPLE Name of the University Author_4
MARKETING MANAGEMENT ANALYSIS OF APPLE4Customers of AppleThe customers of Apple mainly lie primarily in the consumer, education, governmentand enterprise market sectors. The organization sells its products with the help of third partysellers or its own stores. The customers of the company mainly lie in the premium group ofpeople who are more concerned about the quality of the products rather its price (Frynas &Mellahi, 2015).
MARKETING MANAGEMENT ANALYSIS OF APPLE 21 21 Marketing MANAGEMENT ANALYSIS OF APPLE Name of the University Author_5
MARKETING MANAGEMENT ANALYSIS OF APPLE5Figure 1 – Source - (Frynas & Mellahi, 2015)
MARKETING MANAGEMENT ANALYSIS OF APPLE 21 21 Marketing MANAGEMENT ANALYSIS OF APPLE Name of the University Author_6

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