Principles of Marketing: Apple Watch Series 4 vs Fitbit 2

Principles of Marketing

Executive Summary
The below discussed report is talked about the principles of marketing which is used by
the different organisations. The main objective of doing this report is to analysis two different
brands in the market. The chosen brands in this report is Apple watch series 4 and Fitbit 2. The
report talked about the market on which these brands are targeted. This report has been created
with the help of secondary research methodology where are the sources are used from the online
platforms. The companies have used different strategies which helps them to attract their
customers. Both the company provides both the platforms such as online and offline stores so
that their customers can avail their products easily which enhance their revenue and long run
goals of the organisations. Both the company uses effective promotional techniques and different
platforms such as newspapers, magazines, TV channels, their own websites and many others
which helps the company to attract their targeted customers in an specific manner. The below
can be concluded about the targeted market of the companies and the 4Ps which are used by the
companies and the different models which used by them in order to attain their set targets.

INTRODUCTION
Marketing is the action plan of the business which helps in promoting their goods and
services in the market which makes aware to their targeted customers about the products and
services. There are four principles of marketing which are used by every business organisation in
order to attain their set goals in desirable time period. This can be analysed by the four basic
principles which are Product, Price, Place and Promotion which helps the company to
interconnected and work together to attain the common goals (Balducci and Marinova, 2018).
This report is deals with the two brands and their marketing mix. The chosen brands are Apple
watch series 4 and Fitbit 2. Apple Inc. is an multinational technology company based in
America. The company designs, develop and sell the electronic devices such as laptops, mobile
phones, software etc. The company has captured 23.4 percent market share in the second quarter
of 2020 (Market share of Apple iPhone smartphone sales worldwide. 2021) In 2018 the company
has capture the sale of their products of more than 217 million iPhones and still the sale is
increasing day by day (Apple iPhone sales worldwide. 2021). The another chosen brand is Fitbit
2. It is an American Company which produces smartwatches, wireless- enable wearable
technology devices which are used to measure the data related to the number of steps which are
taken by the individuals, heart rate, sleeping time and mother things related to their health. Fitbit
has captured only 5.2 percent market share (Fitbit's share in global wearable device market
drops to 3% in Q1). The company has market size of $17,907 million in 2016 (Allied Market
Research, 2021). Further the report will talks about the marketing mix of both these product
brands and also the comparison of Target Market by the companies.
FINDINGS
Comparison of Target Markets
The report is based on two brands that is Apple watch series 4 and Fitbit 2. These both
have different targeted market which are discussed below separately:
Apple Watch Series 4
Apple is the brand which deals with the different products like iPhones, tablets,
computer, Mac books, Apple watches and many other (Bilovodska and et. al., 2020) . Apple
Smart Watches are produced y the Apple Inc. which was released in April,2015. It has become
the most saleable wearable devices.