Marketing Strategies of Apple Inc.

This assignment provides a comprehensive analysis of the marketing strategies employed by Apple Inc. It covers various aspects such as the importance of marketing in identifying customer needs and developing products accordingly, the relationship between production and marketing departments, and the role of human resource managers in providing motivation and satisfaction to employees. The report also highlights recommendations for improvement, including focusing on product quality and stability.

Preview Case Apple Inc

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
MAIN BODY .................................................................................................................................3
a) Explain key marketing concepts . ..........................................................................................3
b) Identify the role of marketing strategy...................................................................................6
c) Explain how marketing concepts and principles are used. ....................................................8
d) Explain the relationship of the marketing functions to oh er function areas..........................9
CONCLUSION ............................................................................................................................10
RECOMMENDATIONS .............................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
Marketing is the strategy which is used to gain the attention of the customers in order to
bring the productivity and profitability to the organization. One of the most prominent aspect of
the business management is marketing, while on the other hand marketing principles commonly
known as four Ps of marketing is the building blocks f the strategy. Organizations use various
marketing strategies to earn the recognition in the market, Apple is one of the most top leading
brand and it tremendously famous among each and every age group of people. The main focus of
this assignment is to identify the role of marketing strategies, principles and concepts of
marketing and relationships of marketing functions.
MAIN BODY
a) Explain key marketing concepts .
Marketing is one of the most important and critical business function, which is used to
enhance the productivity and profitability of the organization.
Apple is one of the most recognizable and top leading brand, its profit sharing ratio's are
very high in comparison to the other similar organizations. The products of Apple are very
popular in whole world, it sells its product worldwide through various means like retail stores or
online or direct sales force. The products which are offered by Apple are, I phone, Mac-book,
Laptop , Apple watch, Apple TV and many more (Baker, 2016).
The marketing concept is the technique which is used to identify the desires and
expectations of the customers in order to provide them with better products and services. It is
basically analyzing the needs of the customers so that organizations can satisfy those needs as
per the requirements, while the concepts of marketing are basic tools that revolves around the
approaches of 4Ps and 7ps of marketing mix.
Apple Inc is an multinational organization of the America, whose business functions are
based on providing electronics and software related products to their customers.
Currently Apple deals in a variety of products like laptops, iPhone, iPad and many types
of software.

Product Strategy of Apple: It is one of the most recognizable name in the industry of
electronics and technology as it is one of the top leading IT based organization and the products
and services provided by Apple are incomparable. It is one of the top three mobile
manufacturing organization of the entire world. As per the surveys of 2014, Apple is one of the
most prominent brand of the world. Following products of Apple are best recognizable:
SOFTWARE:
iOS, iTunes, Safari.
HARDWARE:
Mac-books, iPhone 4, iPhone 4s, iPhone5, iPhone 6, iPhone 6s, iPhone 7, iPhone 7s, and
recently iPhone 8, I pad tablets, Apple watches and etc.
The main product strategy of the Apple is providing high level of products with premium
quality. The prices of the products offered by Apple is nearly high in comparison to the other
brands but still it is always incomparable in achieving success in the market, because of the
Illustration 1: Company Profile of Apple Inc.

quality and the services provided by the organization. The brand( Apple) is also considered as a
symbol of status all over the world.
Branding strategy of Apple: The branding techniques of Apple are very simple yet very
prominent in achieving the trust and loyalty of customers. The main significance of the branding
strategies applied by Apple is it lay keen focus upon the emotions of the individuals, it evolves
in the world in such a way that, today Apple is considered as a status symbol in entire nation.
The logo of the Apple was designed by Rob Janoff.
Apple Inc use the Apple brand in order to maintain the competitive advantage in the
business market. The brand position of Apple is evolved through various phases and it is very
successful in maintaining its position since last so many years (Kanagal, 2015).
The brand architecture of the organization is based on 'monotholic' which means master
or most prominent brand, people all over the country consider Apple as a symbol of status. One
of the most unique feature provided by the Apple in their iPhone is Siri(a robot who suds like a
human and follow all the instruction given by the individual, like detecting locations, providing
answers and many more).
Promotional strategy of Apple: It is one of the most prominent and top leading brand,
whose products are famous across the world.
Apple company advertise their products and services with the help of their websites.
Various kinds of campaign are organized by the company in order to promote their products, so
Illustration 2: Evolution in logo of Apple

customers can directly see their products and offerings, the promotional strategies of the Apple
are applied in such a way that it gives high recognition to its products in the competitive market.
Apple tends to create competitive advantage, through various product strategies, it
creates sustainable position in the market through various kinds of complimentary products,
Apple maintains its brand image through the premium pricing strategies, and lastly maintaining
the unique identity of i Phones. Apple is one of the most recognizable and top leading brand, its
profit sharing ratio's are very high in comparison to the other similar organizations. The products
of Apple are very popular in whole world, it sells its product worldwide through various means
like retail stores or online or direct sales force. The products which are offered by Apple are, I
phone, Mac-book, Laptop , Apple watch, Apple TV and many more.
Organizational culture of Apple: Organizational culture of Apple is very prominent in
achieving rapid innovations for the company. The culture followed by the Steve Job is
organizational culture of secrecy as he considered it as a part of the strategies implied by the
company. The organizational culture followed by the Apple is key of its huge success across the
whole world. Apple follow the strategies to integrate and develop employees within the
organization to ensure the innovations and development of the organization (Boonpradub,2015).
Innovation in the Apple can be seen in products like iPhone 8, Apple watches etc.
b) Identify the role of marketing strategy.
The main purpose of any marketing strategy is to create impact of products and services
within the competitive market in order to achieve the success. The marketing plan if the
organization must be depend upon the specific goals and strategies of the company.
Understanding role of marketing plan in very essential in order to implement it as a plan
(Menon,2015). For creating effective marketing strategy organizations must lay focus upon :
Product: The purpose of the marketing strategies is to identify the strength and
weaknesses of the products, the main and crucial aspect of the marketing plan is to justify the
benefits of the products and their usage to the customers so that they can gain the trust of the
customers in order to maintain the competitive advantage. The marketing strategies also helps in
identifying the competition that is present in the market and allows the firm to evaluate how their
offering are better than their competitors.
Audience: The most crucial aspect of the marketing strategies is that it should totally
focus upon the audience it is covering. Before implementing the plan it is very crucial to

analyses the needs and expectations of the customers in order to provide them products and
services of better quality. The geographic parameters product is covering also lay emphasis on
its marketing strategies.
Competition: The marketing strategies offered by the marketing managers of the
organizations should provide the overall and deep information about the existing competition
and dominant of the market, this will help in building the product of better and advance quality
than of the competitors. Other factors that should be the key point of the focus is prices adopted
by the competitors their distribution channel, and area or region their products are covering.
Revenue: Marketing strategies are used to analyze the revenue and profits that can be
deliver will the help of campaign.
Objectives of Apple Inc. : The organization is one of the top leading brand of the
technological and electronical sector. It is very sufficient in constructing and achieving goals and
objectives of the organization.
Product: The main significance of the Apple Inc., is that it provides products and
services of premium quality to their customers, the prices of the products offered by the Apple
Inc., are relatively high in comparison to the other organization, but still it is successful in
achieving higher profit sharing ratio's and market shares in comparison to any other existing rand
of the country.
Objective: The main aim and objective of the Apple Inc., is to create groundbreaking
products for their customers in order to achieve the competitive advantage in the business
market. Apple is considered as a trend setter in the market.
Strategies used by the organization in order to achieve it : for creating groundbreaking
products for the customers, Apple Inc., is need to establish an effective teamwork within the
organization, this will in turn help in bringing innovation and productivity in Apple Inc., .
Apple is consistent in maintaining its top leading position in the market since last so
many years, and it is considered as one of the most admired company of the world. But in some
past recent years there are some ETHICAL ISSUES faced by the organization. Some of the
ethical considerations Apple Inc., should lay focus upon are:
Quality of the product: Apple Inc., products are of high prices, so it is very essential for
the organization to justify the product with the asked price. The quality of the product should be
in accordance to its price so as to maintain the trust and loyalty of the customers. Apple Inc., is

very popular across the world, so it is very essential for the organization to maintain the quality
of their products. When Apple Inc., introduces iPhone 6s the problem comes under light that
phone automatically gets discharged within few minutes even one is not using it and the first
price of the same is 75,000 approximately, so the product is nit doing justification with its price
Sustainability: In 2011,Apple Inc., decided to become a green company in order to
protect the environment and it also provide assurance regarding the fact that production of any
Apple Inc., product will not provide any kind of harm to the environment.
Intellectual property: Theft of Apple Inc., intellectual property is a huge matter of
concern for the organization. The company is very serious regarding the privacy and secrecy of
the organization so that other companies can not steal them (Galmer, 2017).
c) Explain how marketing concepts and principles are used.
Marketing is the concept that is used to satisfy the desires and expectation of the
customers by analyzing and evaluating the market. The marketing concept is the technique
which is used to identify the desires and expectations of the customers in order to provide them
with better products and services (Martin, 2016). It is basically analyzing the needs of the
customers so that organizations can satisfy those needs as per the requirements, while the
concepts of marketing are basic tools that revolves around the approaches of 4Ps and 7ps of
marketing mix.
Apple 7Ps of marketing is made of various elements of the marketing mix that is
comprised of product, place, price, promotion, process, people, and physical evidence.
Product: Apple provides various kinds of products and services to their customers in
form of iPhone, mac-books, laptops, apple watches and etc and it generate high revenues from
the services like app store, iTunes, i Cloud and etc.
Place: Products of Apple are available through out the world as it is the most common
and top leading brand of the country. The sales distribution channel which is followed by Apple
is: Apple retail stores, online stores, direct sale, wholesalers of Apple and etc.
Price: The price of the products of the Apple is relatively high in comparison to the
other product offered by the different brand.
Promotion: Apple follow a unique strategy of introducing their products live in front of
the whole world. The brand is very famous and it uses various mediums of social media and
distribution panels in order to promote the products.

Packaging: Apple is considered as symbol of status across the whole world. The website
of the Apple is very artistic.
People: Employees and staff members of the Apple are very kind and supportive and this
will bring innovation to the organization.
Process: Apple is very famous among the world for the simplicity and unique quality of
their products across the world.
STP, Segmentation, Targeting and Positioning (Apple)
Segmentation: It provides the variable that are use to evaluate the various sections of the
market. Segmentation methods:
Customers characteristics(Apple segments: business persons – mac-books, I pads)
Geographic segmentation: The stores of the Apple are located across the various cities
of the world which encompass the high population of the people.
Targeting: It helps in analyzing the each factor very efficiently before choosing the right
appropriate segment. The target audience of the Apple generally covers each and every age
group of people.
Positioning: It allows the one to identify the position of the each targeted section in order
to choose the best to establishing communication. Apple company offers the most unique
products fro their customers and their standard of quality is also very premium and it help the
organization to maintain its top leading position across the world. The marketing plan if the
organization must be depend upon the specific goals and strategies of the company
(STP(segmentation, targeting & positioning ) of Apple, 2018).
d) Explain the relationship of the marketing functions to oh er function areas.
Apple is one of the most prominent company in the sector of electronical and technical
industries. The mareti9ng strategies used by the company is very beneficial in order to provide it
a competitive advantage and helps in achieving the goals and objectives of the organization.
Marketing managers of the company are very sufficient in establishing the plans and
policies that re more suitable for the growth of the industry.
Human resource management department of the organization and the marketing
managers are inter related to each other as they both work for the growth and success of the
organization. The main function of the human resource managers is to provide motivation and

satisfaction to their employees, the relationship between the marketing managers and the human
resource managers are highly professional in Apple.
Production and marketing department are two interrelated sectors, the functioning of both
the departments are revolved around each other. Production department is the one who assist the
production of the Apple products and marketing department is the one who create recognition of
the produces product in the market (Khan, 2015).
CONCLUSION
From the above report it can be concluded that, no matter whether the organization is big
or small, marketing is very crucial aspect of each and every organization as it helps in
identifying the needs and desires of the customers and helps in developing the products as per
the requirements of the targeted customers. The report covers various strategies and implication
used in Apple. It covers various marketing aspects that are relation to the company.
RECOMMENDATIONS
Apple is top leading organization of entire nation, but it is highly recommended for the
organization to lay more focus upon the quality and the stability of their products, because there
have been various complaints regarding the battery and other general issue in context of iPhone,
so it is very important for the organization to lay focus upon the complaints and try to overcome
them.

REFERENCES
Books and Journals
Baker, M. J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Boonpradub, W., 2015. Brand Endorsement by Celebrity in Thailand: 7Ps of Marketing Mix and
the Impact of Brand Alliance. International Journal of Trade, Economics and Finance.
6(1). p.8.
Galmer, A., 2017. The Role of the Pulmonary Embolism Response Team: How to Build One,
Who to Include, Scenarios, Organization, and Algorithms. Techniques in Vascular &
Interventional Radiology. 20(3). pp.216-223.
Kanagal, N. B., 2015. Innovation and product innovation in marketing strategy. Journal of
Management and marketing research. 18. pp.1-25.
Khan, U. A., 2015. A critical analysis of internal and external environment of Apple
Inc. International Journal of Economics, Commerce and Management. 3(6). pp.955-961.
Martin, G., 2016. Corporate governance and strategic human resource management: Four
archetypes and proposals for a new approach to corporate sustainability. European
Management Journal. 34(1). pp.22-35.
Menon, A., 2015. Effective Marketing Strategy-Making: Antecedents and Consequences.
In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual
Conference (pp. 224-224). Springer, Cham.
Online
STP(segmentation, targeting & positioning ) of Apple. 2018.[Online]. Available through : <
https://www.slideshare.net/deepanshua/stpsegmentation-targeting-positioning-of-apple >