Marketing and Management of Apple iPhone

Marketing Management
AQF Level 8
[Student name]
[Student number]
[Marketing and management of Apple iPhone]
Word count: [3500]

Executive Summary
Marketing is an art, which the brands need to be aware for luring large number of clients and
customers. Tactful approach is needed from the marketers for influencing the purchasing
power and decision of the clients and customers. Strategies are crucial for organizing the
business according to the needs, demands and requirements of the stakeholders and
shareholders. This assignment attempts to shed light on the marketing practices of Apple,
with special emphasis on the iPhone. Narrowing down the focus, iPhones with LCD screens
have been selected for further analysis of the marketing of Apple. Persona for the millennials
have also been prepared, which states that millennial moms are the prospective source of
increasing the sales revenue and profit margin. This is because they are tech savvy and are
aware of the specific technologies used for manufacturing the iPhones. Therefore, social
media marketing is effective for expanding the customer base and diversifying the culture
diversity of Apple.

Table of contents
Introduction........................................................................................................... 4
Target Market Persona.......................................................................................... 5
Marketing Mix Analysis and Recommendations.....................................................9
References........................................................................................................... 14
Appendix.............................................................................................................. 16

Introduction
Marketing is a means adopted by the brands for increasing the sales revenue and
profit margin. Communication channels are used for reaching to the large number of clients
and customers. Chalking out concrete plans helps in detecting the ways in which the scope
and arena of the business. Corporate business strategies are crucial for exercising strategic
management (Schäfer and Klammer 2015, p.95). There are different levels of constructing
the plans. On the strategic level, the plans identifies the target market for improving the focus
of the business. Using effective technologies is a means for generating values for the
investments made by the stakeholders and shareholders.
Internal and external environment analysis of Apple forms an important segment of
this report. As a matter of specification, the focus is on the segment of iPhone. Tactical
approach towards marketing is a suitable recommendation in terms of influencing the
purchasing power and decisions of the clients and the customers.
Apple has achieved accolades and glory by emerging as one of the reputed electronic
gadgets companies in the threshold of California. Since the initiation, the company has
transformed itself in terms of the gadgets and its features (Apple.com.au 2019). This aspect
has also added to the customer base, strengthening its position in the competitive ambience of
the market. Retail stores, third party organization and online retailers diversify the scope and
arena of the Apple business. iPhone has achieved the tag of best innovation and technology in
the year 2007 in case of the android phones. Diversity prevails in the iPhones such as iPhone
11 Pro, iPhone 11, iPhone watch series, iPad, Mac Pro, Apple TV, Apple Arcades and others.
Specific information about the latest designs of iPhone is advertised on the social
networking sites and the official websites, which addresses the specific queries and concerns
of the customers regarding the utility values, warranty period and others (Apple.com.au