A Special focus on Apple inc Report 2022

Running Head: MARKETING PLAN: A SPECIAL FOCUS ON APPLE INC.
MARKETING PLAN: A SPECIAL FOCUS ON APPLE INC.
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MARKETING PLAN: A SPECIAL FOCUS ON APPLE INC.1
Executive Summary
The aim of this report is to understand important marketing principles with practical
examples. The company chosen for this purpose is Apple Inc. The reason for choosing this
particular organization is due to its unique marketing strategies. In addition, how it has
transformed the total technology sector adding aesthetic value through its products. Important
marketing principles such as SWOT analysis and PESTLE analysis has been used.

MARKETING PLAN: A SPECIAL FOCUS ON APPLE INC.2
Table of Contents
Introduction................................................................................................................................3
Company Background............................................................................................................3
Discussion..................................................................................................................................4
Objectives of the Company....................................................................................................4
Marketing Strategy.................................................................................................................4
Micro Environment Analysis.................................................................................................6
SWOT Analysis.....................................................................................................................6
Porter’s Five Forces Analysis:.............................................................................................10
Conclusion................................................................................................................................15

MARKETING PLAN: A SPECIAL FOCUS ON APPLE INC.3
Introduction
Marketing maybe defined as an art of persuading people to form a positive and long
lasting impression about a certain product or service being offered by the concerned
organization. It is complex in nature and the complexity of marketing hugely depends on the
product or service the concerned organization is offering. Marketing is not limited to
promotion of commodities or service; rather it acts as a key indicator used in measuring the
success or failure in the competitive environment of the business world. It is the study of
human behavior and their individual perspective which when accumulated provides a positive
or negative outlook towards a commodity.
The basic concept of marketing revolves around three key links, which are needs of
the people, wants or desire of the people and products or services. In the transaction process
both the parties i.e. the provider and the receiver must mutually agree to the exchange of
benefits where the receiver provides monetary benefits to the provider against which he/she
receives the required product or service. The monetary payment is termed as PRICE which
drives a product or service.
Company Background
Apple Inc. is one the big four companies along with Google, Facebook and Amazon.
It is considered one of the modern pioneers of innovation in today’s world. It is based in
United States of America with headquarters in Cupertino, California. The main offering of
the company are consumer electronics and computer software. The hardware section includes
iPhone the flagship smartphone of the company, Mac the personal computer and portable
laptop section of the company. The software section includes iOS, iPadOS and iTunes among
others. Steve Jobs, Steve Wozniak and Ronald Wayne founded the company in the year 1976.
Today it is one of the world’s biggest company in terms of revenue and market capitalization.