Apple Brand Positioning Strategy Analysis

This assignment examines Apple's brand positioning strategy, comparing it to Samsung's. It analyzes Apple's mission statement, product positioning, and value leadership framework. The task delves into the impact of environmental sustainability on Apple's future branding efforts, considering how they can leverage their commitment to minimize carbon footprint for competitive advantage.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student:
Name of the University:
Author Note:

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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

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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.

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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

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has used 27% less virgin aluminum than iPhone 7. This has also helped in the emission of 60%
less emission of green house gases.
Communicating the strategy of Apple to the retailers and consumers
The direct communication strategy is applied to interact with the consumers. Apple has
advertised in social media, internet, email and e-commerce sites to improve its sale. The
customer support is providing direct help and they are trying to differentiate the brand
experience. Apple must provide free trial of its product and service in exchange of an important
testimonial. This will improve the marketing strategy of Apple. Moreover, it is also important to
get in touch with the satisfied customers who has purchased the product and have contributed
positive feedbacks to the new customers (Strauss, 2016).

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Decisions suggested for Apple iPhone that will help to facilitate marketing leadership
Decision 1
Apple iPhone 8 must use renewable energy strategy to gain market leadership. Apple
must install more megawatts of renewable energy projects for long term agreements. The
technologies which are used by Apple are not used by any other companies
Rationale
Apple must join hands to double its sustainable use of the resources. The company must
join hands with the other suppliers who will reduce the negative impact of environment. It must
evaluate the global energy policy to support the suppliers and thus regulate for the promotion of
energy efficiency. Moreover, the renewable technologies which are rapidly developing ill help in
the economics of various renewable energy because the energy and the carbon policies are in
flux. The company must also be associated with the other manufacturing markets that will help
to ensure the programs that are aligned with the policies. The company must share global
insights on renewable energy because there are many manufacturers across various countries.
They are given better economic, technical and varied policy data to boost the transition for
energy development. Apple is always trying to bring new technologies in the market which are
not used by any other companies.
(See Appendices A-C)

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Decision 2
Apple must improve its marketing strategy and incorporate various efforts to improve its
marketing campaign.
Rationale
Apple has become the leader in the production of iOS because of the maps. The camera
quality of iPhone 8 is better than the other companies in the market. Moreover, iPhone 8 has dual
lens setup which is considered as an important feature and is attractive to the customers of China
and India. The portrait mode of iPhone 8 is also an unique feature and this has added
sophisticated lighting effects with a single tap. The design, features and the hardware software
design of iPhone 8 is unique and this has made it a market leader over android. The shot on
iPhone campaign has become the staple of Apple iPhone 8. These advertisements must also
extend in other areas such as TV, hoardings and billboard advertisement. The company must also
focus on still photos and videos and this will help in attracting more customers. The company
has also tried hard to differentiate from its competitors and sell unique products. The software
compatibility of iPhone over android is an important aspect in which the competitors are having
certain edge over the iPhone. The software for locking the iPhone is also unique and this has
been advantageous for iPhone. The viruses are considered a legitimate threat to iPhone and the
company must take preventive measures to maintain this security.
(See Appendices D-F )

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Analysis to demonstrate the advantages of leadership
Leadership is considered as an important factor in business and it helps in the generation
of profitability in an efficient way.
A perceptual map represents the positioning of a company’s strategy. It also helps in the
identification of various opportunities and attainment of strength over other competitors. The
weakness and strength of a particular brand are also shown with the help of perpetual map.
Value driven leadership helps a particular company to become a leader in the market. It is a
serious commitment by the leader at a different level to lead the company with different values
and thus helps in the creation of corporate culture within the company.
The decision model helps in making the best use of the model through the process of elimination
and complexity and thus it helps in the separation of the various elements from the different
procedural elements (Son et al., 2015).

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Samsung
Apple
Lo
Lo
D2:Environment friendly
Hi
Hi
Appendix
Appendices A: Decision 1
Positioning Map of Apple- Renewable energy Vs Environmental Friendly
D1: Renewable Energy
Fig-Positioning Map of Apple
Source-Author’s Creation
Creation of renewable energy products is an important decision which must be taken by Apple

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Appendices B
Value Leadership Framework.
Alternative exchanges
Transaction 1:Typical competitors
Product or
Service
Actor A Aa value
offered
Actor B Ab value
offered
Mobiles Customers Unique
products
High Price
Samsung Less
Sustainable
products but
better in
marketing.

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Transaction #2: What is my plan versus competitor?
Product or
Service
Actor A Aa value
offered
Actor B Ab value offered
Mobile Customers Unique Price
High
Competition
Samsung More Sustainable
products, better
performance but
need to improve
marketing and
awareness
Apple can do better and try to invest more in renewable energy programmes than
Samsung. Moreover, Apple must invest more in marketing campaigns and this will help to
increase the brand awareness.
Decision model
Double the business-35
Minimize various kinds of carbon footprint-35
Time Consuming-10
Expensive-10
Technology Challenges-10
Total-70 Total-30

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Apple should analyze the merits and its decision totals equal to 70. This posses more weight age
than the demerits. Its motive is also to double the business and work according to the
environmental strategy. It aims to minimize the carbon footprint in production.
Apendices D: Decision 1
Mission Statement of Apple
Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork
and professional software. Apple leads the digital music revolution with its iPods and iTunes
online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store,
and is defining the future of mobile media and computing devices with iPad."
Positioning Map

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Fig-Positioning map of Apple products
Source- Napier & Kumar, (2014)

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Appendices E: Decision 1
Fig-Value Leadership Framework
(Source:Napier & Kumar, 2014).
Appendices F: Decision 2
Exihibit 1: Brand Associations
Apple Samsung

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Classic
Tech savvy
High Camera quality
Unique features
Electronic gadgets
Tech Savvy
Budget friendly
Appendices G
Apple Vs Samsung:As it is

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Samsung
Apple
Lo
Lo
D2:Environment friendly
Hi
Hi
Renewable Technology
Fig-Positioning Map of Apple
Source-Author’s Creation
Appendices G
Apple Vs Samsung: To be

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Apple
Samsung
Lo
Lo
D2:Environment friendly
Hi
Hi
Renewable Technology
Fig-Positioning Map of Apple
Source-Author’s Creation

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References
Dissanayake, D.M.R. &Amarasuriya, T., (2015). Role of brand identity in developing global
brands: A literature based review on case comparison between Apple iPhone vs Samsung
smartphone brands.
Napier, R. & Kumar, M., (2014). iOS 7 Programming Pushing the Limits: Develop Advance
Applications for Apple iPhone, iPad, and iPod Touch. John Wiley & Sons.
Son, I., Lee, H. & Kim, J., (2015). Preannouncement effect of innovative new product on global
telecom industry: focused on iPhone. Indian Journal of Science and Technology, 8(24).
Strauss, J., (2016). E-marketing. Routledge