Marketing Management

This paper discusses the marketing mix factors of Apple laptops in the American market. It also includes PESTLE analysis to identify the major external factors for them along with the discussion of the impacts of these factors on the marketing mix decisions of Apple laptops.

Running head: MARKETING MANAGEMENT
Marketing management
Name of the student
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Table of Contents
Introduction......................................................................................................................................2
Marketing mix strategy....................................................................................................................2
Product.........................................................................................................................................2
Price.............................................................................................................................................3
Place.............................................................................................................................................3
Promotion....................................................................................................................................3
PESTLE analysis.............................................................................................................................4
Political factors............................................................................................................................4
Economical factors......................................................................................................................4
Social factors...............................................................................................................................5
Technological factors...................................................................................................................5
Legal factors................................................................................................................................5
Environmental factors..................................................................................................................6
Impact of the macro factors.............................................................................................................6
Conclusion.......................................................................................................................................7
Reference.........................................................................................................................................8

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Introduction
Regardless of the size and scale of the operation, each organization is having the need for
effective strategic approaches in order to gain competitive advantages. Apple laptop is one of the
leading laptop brands in the world with having their presence across the world and higher
product ranges. The most popular model of Apple laptops is MacBook Air, which is also the best
value for money product of them. They are based in California, United States and having their
manufacturing facilities in countries such as China (Montgomerie & Roscoe, 2013 pp. 290). This
is helping them to meet the worldwide demand of their products in competitive price points.
However, in the recent time, the market domination of other brands especially the Chinese
vendors is posing huge threats for the Apple laptops in maintaining their competitiveness. Hence,
determination of the market environment is becoming more important for Apple laptops to
maintain their leadership position in terms of profitability (Arora & Chawla, 2014 pp.372).
This paper will discuss about the relevant marketing mix factors of Apple laptops in the
American market. In addition, PESTLE analysis will be done to identify the major external
factors for them along with the discussion of the impacts of these factors on the marketing mix
decisions of Apple laptops.
Marketing mix strategy
Product
Diversity and variations are being maintained in offering the products. There are number
of variants of laptops being offered by Apple in terms of specifications of storage capacity,
processors and price. This is helping them to cater to different requirements of the different
customer segments (Jun & Sung Park, 2013 pp. 907). Periodical up gradation of the products are

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being done in terms of designs and software. This is prompting the customers in upgrading their
existing ones with newer ones. Thus, purchase rate for Apple laptops is getting increased.
Price
Premium pricing policy is being initiated by Apple laptops for their products. This is
helping them to create the exclusivity among the target customers along with having better
profitability over their competitors. Price skimming strategy is also being followed by them,
which enables them to reduce the price of their older products gradually. This is helping them to
tap the customers in the lower price points along with extending the life cycle of the products
(Davcik & Sharma, 2015 pp. 781). Seasonal rebates and discounts are helping Apple to push the
sales of their laptops in the festival seasons. This is enabling them in increasing their sales
volume along with the revenue and market share.
Place
In terms of place and distribution, Omni Channel approaches are being maintained by
Apple laptops, which enable them to have their presence in both online and offline mediums.
Intensive distribution strategy is being followed by Apple laptops, which involves selling only
through the authorized resellers (s22.q4cdn.com, 2019). This is helping them to maintain their
exclusive branding in the market (Verhoef, Kannan & Inman, 2015 pp. 174). Involvement of the
third party vendors is helping Apple laptops to have larger market penetration across the world.
This is due to the reason that authorized resellers are having limited exposure in the market.
Promotion
Extensive promotional activities are being initiated by Apple laptops involving both the
offline and online mediums. However, the advertisements of Apple laptops are having limited

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exposure in the market due to the limited and niche target audience. Hence, mass Medias are
used in intensive manner (Hubnet, Holzapfel & Kuhn, 2016 pp. 255). The creative content of the
promotional activities of Apple laptops is more focused more on its aspiration and aesthetic and
social values over their utilities. This is helping in catering to the premium customers preferring
exclusive products (Bell, Gallino & Moreno, 2014 pp. 45).
PESTLE analysis
Political factors
United States are having favorable business environment with having the capitalist
approach. Thus, it is beneficial for Apple laptops in doing their business without the political
interference. Democracy of the United States is consists of two political ideologies. Thus, the
risks involved in changing of political regime are less for Apple laptops (Escobar, Dagnino &
Alvarez, 2018 pp. 30). However the recent political turmoil in the internal political environment
of the United States causing the shutdown is having negative impacts on the business of Apple
laptops. Majority of the manufacturing of Apple laptops is being done in China (s22.q4cdn.com,
2019). However, the recent trade war between the United States and China is creating hindrances
in the trade patterns for Apple laptops.
Economical factors
United States witnessed economical slowdown in the last few years but currently having
growth. This will pose favorable impact on the business of Apple laptops. The trade issues
growing between the United States and other countries are increasing and this is causing
challenges for Apple laptops in their global sourcing strategy (Breen, 2017 pp. 228). With the

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increase in the unemployment rate in the United States, the purchasing power for the customers
in buying the niche laptops of Apple is getting reduced.
Social factors
The United States is one of leading developed and globalized countries in the world.
Thus the major section of the customers is having awareness about the latest products and
technologies. This is helping Apple laptops in offering more premium and newer products in the
market (Grubb, 2015 pp. 9). With the offering of latest and innovative technologies with the
laptops, Apple is staying ahead in the competition in terms of meeting the needs of the customers
effectively. Apple enjoys a unique and distinctive position in the American market for its all
American root and innovations, which always helps to create demand for their newer laptops in
the market.
Technological factors
Apple laptops are the leading organization in the world in terms of the technologies. They
are known for their innovative approaches in their product strategy. Apple laptops are operating
in the premium segment and the higher level of profitability is helping them to invest more in
technological development (Baden-Fuller & Haefliger, 2013 pp. 419). Apple laptops are gaining
from their closed innovation strategy, which helps them to have the distinctiveness in terms of
software also. This includes the apps, operating system and interface being used in Apple laptops
are unique and are not being offered by others.
Legal factors
Apple laptops are having favorable environment in terms of legal factors. This is due to
the reason that legal challenges in doing business in the United States are less from the side of

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the authorities. However, in the recent time different privacy relate issues are being emerged
from the businesses and thus a few stringent regulations in relation to the maintenance of the
privacy of users are being imposed. Imposing of higher taxation rate on the businesses for
outsourcing their operations will cause increase in the cost if operation for the Apple laptops.
Environmental factors
Regulations and standards in relation to the environmental sustainability are evident in
the business operation of Apple laptops. They are also being held responsible for the generation
of electronic wastes and thus assurance of recyclable and disposable materials is mandatory.
Reduction of carbon footprints and gaining carbon neutrality is also important for Apple laptops
in gaining goodwill in the market.
Impact of the macro factors
The developed economical scenario of the United States is the enabling Apple laptops to
price their products in premium. This is due to the reason that of major sections of the customers
in the country are having the capability of purchasing higher end products. Initiation of the price
skimming strategy is also helping to deal with the fluctuations of the unemployment and growth
rate in the country. This is due to the fact that price skimming is helping Apple laptops to target
the customers across different price points. In case of the recession, this strategy will help them
to maintain their momentum in the market. The higher sets of technological awareness among
the major section of the customers are also prompting Apple laptops to initiate the frequent up
gradation of their laptops in terms of newer technologies and software.
Conclusion

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This paper concludes that there are number of challenges and opportunities being faced
by Apple laptops in doing business in the United States. PESTLE analysis is done to identify the
major and relevant external factors for Apple laptops. The marketing mix strategies of Apple
laptops are also discussed in this paper. It is identified that external business factors are having
influences on the marketing mix strategies of Apple laptops and these impacts are also discussed
in this report.

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