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Principles and Practice of Marketing in Apple Company

   

Added on  2020-06-06

22 Pages6136 Words30 Views
Principles and Practiceof Marketing

TABLE OF CONTENTSBACKGROUND OF APPLE INC. ................................................................................................3Introduction .....................................................................................................................................4Question 1........................................................................................................................................4Question 2......................................................................................................................................14RECOMMENDATION ................................................................................................................14CONCLUSION..............................................................................................................................16REFERENCES..............................................................................................................................17

BACKGROUND OF APPLE INC. Apple is an American technology business and their headquarters in California, Cupertino thatdevelops, design as well as sells computer software, consumer electronics and online services.They provide hardware items like Smartphone, iPad table & personal computer, iPhone andother products. It was found in April 1976 and formed by Steve jobs, Ronald Wayne and SteveWozniak to sell as well as improved personal computer. It is a public company in UK and allover the world (Baron and et. al., 2017). Main aim of this organisation is to give better servicesand innovative goods to their potential and target buyers in order to fulfil buyer’s satisfaction.They have are different number of location such as is 498 retail store in recent year 2017. Theirrevenue and operating income are $215 billion, $60.024billion in year 2016. The companyemploys 116000 staff in its stores around the globe. The mass employment of by the company isdone merely for the reason to strengthen the enterprise to earn more and achieve highproductivity and profitability in systematic manner. Their subsidiaries such as File Maker Inc., Beats Electronics, Anobit Braeburn Capital,Apple Energy etc. They used differentiation strategies to separate their products in marketplaceand from their rivals. They also apply integration schemes in their vertically integrated which isessential to monitor all the critical aspects of their chain. Branding strategies which is alsosignificant for the mentioned business in order to vie across some high aggressive markets. Theycompletely depend on the buyer’s loyalty, better reputation as well as luxurious commoditywhich is important to attract large number of the customers. They use premium pricing strategiesin their innovative and better products which is beneficial for both organisation and theiremployees to attain high revenue. It will support and sustain the good image of Apple as well its products. Generic strategyof the cited firm which is directly link to marketing and pricing and another areas of theorganisation. Use of this, it is best advantage of the industry against another enterprise like:BlackBerry, LG, Samsung (Bledsoe and et. al., 2016). Positioning and Segmentation targetingof the brand of Apple, it is mainly divided into three segments first is Music lovers, professional& even teenagers and at last its crowd who uses the company’s services and products such asApple Watch, TV as well as they also use Pay and IBooks etc. Mission of the organisations: Manis the generator of modify in all over the world. In this way, he or she should maintain thestructure and system & never assistant to them. We are focusing on innovative and believes in3

simple never the complex. The company’s vision is very simple and is to provide innovativeproducts in order to fulfil buyer’s satisfaction level. Introduction Marketing is define as a social process by which organisations and individuals acquirewhat they want and need through exchanging as well as creating value with another. It is theactivities for communicating, offering and delivering different products and services to buyers.Principals of marketing is identify as a 7P's which is very important for the organisation toachieve high profit. In this way each and every business apply communication channel such aspromotion, publicity and advertisement etc. This report is based on Apple Inc. is a multinational technology business in UK and US.7P's of marketing, Ansoff Matrix, Porter's Generic strategies will be used in this assessment.Marketing plan of the cited company is also described in this report. The main purpose of thisfile is to identify all strategies of the company in order to provide new products and services tothe customers. In this study different methods will be used to fulfil buyer’s satisfaction level andachieve high productivity.Question 1Marketing Planning and tactics at Apple:Marketing planning of Apple: Company information: Apple is founded in year 1976 and formed by Steve Jobs, RonaldWayne. Their headquarters in UK, California and Cupertino as well as provide different productssuch as iPhone, iPod, Watch, Home Pod and other items. Goals of the Apple:4

Expand future marketplace. Improve great productsDevelop MAC, iPhone, iPad, iPod and software (Fill and Turnbull, 2016).Beginner collaboration with linking companies Give the buyers what they need and want. SWOT ANALYSIS Strengths Weaknesses Byers loyaltyStrong brand identity Leading innovation in their mobiledevise Billion in cashoutstanding quality High priceSeveral user of company which find theinnovative technology hard to usePrice is very high in bad economy OpportunitiesThreats High demand for innovative goodsversionSmartphone and tablet growth inmarketplaceGrowing and developing interest innew technology in whole generationsImitation productsTop 3 competitors such as Amazon,Google, Samsung.SEGMENTATION, POSITIONING, TARGETINGSegmentationPositioning& Targeting Geographical: 254 stores inUK or US selling differentproducts such as iPod.Demographic: Segments towomen or men as well aswhole generation.Psychographic:PersonUndifferentiated targeting schemes (Bledsoe and et. al.,2016). Goods are targeted towards middle and upperclass individuals or households who are applicationadvanced.Position of the Apple is itself in target place whileproviding goods that are better and bigger than theirchallenger's 5

purchase different itemsbecause of the name of brandis regarding imagination andlifestyle. Budget:Break- even analysis which is assumes wholesale profit of $500 per unit and variable costis $250. Fixed cost is $ 50 million. Calculation of BEP is $ 50.This tool which instigated profitable after the sales exceeds 200K. 1.25 billion profitwhich is fixedApple is a multinational company in United Kingdom, US they provide different products and services to their potentials as well as targets market. They have different branches in various location which is essential for the company in order to achieve high productivity and profitability at large (Baron and et. al., 2017). The main purpose of this business to give innovative items and creative services to their buyers in fulfil buyer’s satisfaction. Mainly firm istargeted only middle and upper level management which is important for the company to gain long as well as short term objectives in a systematic manner. Company use different kind of communication channel such as advertisement, personal selling, sales promotion, public relation etc. these are very essential factor which is attract large number of the purchaser. They provide phones to their target as well potential buyers in the market. The need and want of their to achieve innovative features in iPod and other items. The business should be tray to give full attention to their clients in a systematic manner. Marketing tactic and Gap Marketing tactics define as an approach of promoting the productsand services of an organisation with the objective of maximising sales as well as sustainingaggressive goods (Everett, 2016). There are different points of the success which should beapplied by the Apple In their business such as defining services and products, identifying targetmarkets, knowing competitions, finding a niche, developing awareness, building credibility,being consistent, sustaining focus etc. Defying their items:Company should try to identify their innovative products andservices to their potentials & target customers. It is very important for the organisation to cover6

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