Marketing Strategy for Apple Inc.

MARKETING STRATEGY

Contents
Current mission and vision................................................................................................. 3
Goals and objectives......................................................................................................... 3
Segmentation.................................................................................................................. 3
Targeting....................................................................................................................... 4
Positioning..................................................................................................................... 5
Pricing.......................................................................................................................... 7
Product life cycle............................................................................................................. 8
Conclusion................................................................................................................... 10
References............................................................................................................... 11

Current mission and vision
Apple`s vision and mission statement are basis of company`s achievements as one of the
valuable organization. The organization`s mission is to motivate the employees to contribute
innovation for the competitive advantage. Apple have made certain changes the corporate
mission over the time while reflecting changes corporate from time of Steve Jobs in order to
current leadership of Tim Cook (Balapurwala, 2015).
Goals and objectives
SMART Goals stand for specific, measurable, attainable, relevance, and Time-bound. Important
current SMART goals are to gain revenues from Appstore, iCloud, video services and Music
services nearly to $50 billion by 2021 by doubling the magnitude of services within the three
years (Nielson, 2015). It is mandatory to use Goal Map which would find inspiration to initiate
new challenges. Measurable targets such as reading one hour, exercising twice in a week,
climbing Everest by saving 300 dollars (Balapurwala, 2015).
Segmentation
Several segmentation approaches, which the company can implement right approach where
Apple Inc. usually breakdown total market into certain segments to conduct appropriate supplies
that are best to handle (Moon, 2016). Apple divides the audience into different categories
inclusive of geographical segmentation, demographic segmentation and the psychographic
segmentation. The characteristics include social class, income, gender, age, personality, and
lifestyle. While expecting the direct focus of business, it is important to discover, identify and
measure the effective size and the accessibility with the help of certain promotional tools when
the resources and policies of organization (Research Methodology, 2018).

Geographical segmentation
The retail stores of Apple have been located in highly populated cities around the world, online
presence, global presence, with official website in nearly 88 countries (Moon, 2016). As far as
geographical segmentation has been considered, the attributes are relevant only to the young,
middle, high class, and urban population. This phone has targeted male more than females as
targeted for iPhone due to application, games, video editors, and its wireless internet connection
(Research Methodology, 2018).
Demographic segmentation
Apple segments for business professionals such as MAC, Iphones, Ipads, and apple pencils.
Teenagers, music enthusiasts and gamers between age group 22-55 both as Male and Female.
Among the income gainer as it is one of the affluent brand where Apple targets both medium and
high income level persons. Apple has medium and high-income individuals as their segments as
lifestyle targets from moderate, young and open to change people. Under a behavioral
segmentation, it is seen that a person who is once an Apple user always remain Apple user. This
customer groups are quite loyal and hard changing to the brand (DeSarbo, Blanchard, and
Atalay, 2017).
Targeting
Especially targeting of Apple considers the identification of whether the marketing of the
business is reaching at the right appropriate audience or not. As per the appropriate
segmentation, positioning and targeting strategies are easy to implement as initially, it uses
undifferentiated strategy that means it send. Secondly, concentrated strategy in which
promotional message in order to achieve several segments of audience (DeSarbo, Blanchard, and