Apple Brand Positioning Strategy Analysis

Running head: MARKETING MANAGEMENT
Marketing Management
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1MARKETING MANAGEMENT
Contents
Discussion........................................................................................................................................2
The targeted customers of iPhone8 in China and India...............................................................2
Mission of Apple to adjust to the demand of different environmental dimensions.....................2
Apple’s attempt to grow based on the environmental dimensions..............................................2
Communicating the strategy of Apple to the retailers and consumers........................................4
Decisions suggested for Apple iPhone that will help to facilitate marketing leadership................5
Decision 1....................................................................................................................................5
Rationale..........................................................................................................................................5
Decision 2....................................................................................................................................6
Analysis to demonstrate the advantages of leadership....................................................................7
Appendix..........................................................................................................................................8
References......................................................................................................................................17

2MARKETING MANAGEMENT
Discussion
The targeted customers of iPhone8 in China and India
Apple has targeted the affluent section of the society in China and India. In China, it has
evolved as a status design for the people and Apple has targeted the niche market with the
increasing number of population who has a strong purchasing power.
Mission of Apple to adjust to the demand of different environmental dimensions
Apple has targeted the premium customer segment for the sale of iPhone 8. The aim of
the company is to increase the market share by selling the iPhone 8.
Apple iPhone 8 do not have the scope of upgrading the software. This is considered as an
important threat of Apple iPhone 8. The publicity was for the premium segment and thus the
general mass were not the targeted customers of the company. Moreover, the product is hard to
repair and Apple is trying to find out new technological and innovative ways to repair iPhone 8.
In February 2013, the suppliers of Apple in China has polluted a river in such a way that it has
become milk-white (Napier & Kumar, 2014)
Apple’s attempt to grow based on the environmental dimensions
Apple is paying greater attention on continuous innovation. It is trying to produce more
tech-savvy products with unique features which are not produced by any company. The company
is also trying to secure sustainability over the long period of time. Apple is trying to improve its
tools, machineries and technologies so that it can manufacture eco-friendly products.

3MARKETING MANAGEMENT
In the context of corporate social responsibility, the global volunteer program launched
by Apple has encouraged the employees to volunteer in the local community programs. It has
also donated a considerable sum of money to the charities and the non-profit organizations.
Incorporation of environmental dimensions of Apple
Apple is trying to make a huge difference by reducing impact on climate change through
the use of renewable energy sources. This will also help in driving energy efficiency in different
products of apple. It will also use safer materials in its products. To reduce carbon footprint, the
company is trying to design energy efficient products. Apple is also collaborating with the local
suppliers for the addition of clean energy in their existing facilities and to procure clean and
renewable energy. In 2015, the company has started to engage with the suppliers directly and
thus reduce energy use such as inefficient heating ,cooling and lighting system. Apple and its
suppliers will procure moiré than 2 gigawatts in China and this will help to reduce emissions
which are associated with the manufacturing process. The company is also evaluating the global
energy policies to support the suppliers which will promote energy efficiency. Apple is also
building and sourcing renewable energy at a very high standards across the country. The direct
power purchases in China are very rare (Dissanayake & Amarasuriya, 2015). The suppliers are
also trying to implement the various cost effective measures of the purchase agreements. There
has been small adjustments in the production of iPhone which has a powerful impact on the
carbon footprint. Apple has changed the aluminum enclosure because the various emission levels
are associated with the manufacturing of aluminum in varied products of Apple which
contributes to 30% of the carbon footprint in the manufacturing sector. Apple has given more
priority on aluminum that uses hydroelectricity instead of fossil fuels. The manufacturing
process has helped in reincorporating the scrap aluminum. Thus, it has been found that iPhone 8