An Iconic Modern Brand Marketing the iPhone: An Analysis

This research paper analyzes the impact of sustainable marketing for promoting iPhone in the market to attract a large customer base. It includes a literature review on the benefits of sustainable marketing and the impact of sustainable marketing for promoting iPhone in the marketplace. The study also evaluates ways by which Apple can make sustainable marketing strategies more effective to acquire new customers. The paper concludes with recommendations for Apple to improve its sustainable marketing practices.

AN ICONIC MODERN
BRAND MARKETING THE
IPHONE AN ANALYSIS

Table of Contents
Abstract ...........................................................................................................................................3
CHAPTER 1: INTRODUCTION....................................................................................................3
Background..................................................................................................................................3
Background of research organisation...........................................................................................3
Research rationale........................................................................................................................4
Research questions.......................................................................................................................4
Research aim and objectives........................................................................................................5
Chapter 2: Literature Review...........................................................................................................6
Introduction..................................................................................................................................6
Benefit of sustainable marketing.................................................................................................6
Impact of sustainable marketing for promoting iPhone in marketplace......................................7
Apple can make sustainable marketing strategies more effective to acquire new customers.....9
Conclusion.................................................................................................................................10
CHAPTER 3: RESEARCH METHADOLOGY...........................................................................11
Introduction................................................................................................................................11
Research Type or Method..........................................................................................................11
Research Approach....................................................................................................................11
Research Philosophy..................................................................................................................12
Research Design.........................................................................................................................12
Data Collection..........................................................................................................................12
Sampling....................................................................................................................................13
Data Analysis.............................................................................................................................13
Ethical Consideration.................................................................................................................14
Research Limitation...................................................................................................................14
Conclusion.................................................................................................................................14
Chapter 4: Data Presentation.........................................................................................................15
Chapter 5: Discussion ...................................................................................................................23
Chapter 5: Conclusion and Recommendation................................................................................29
Conclusion.................................................................................................................................29
Recommendation.......................................................................................................................30

REFERENCES..............................................................................................................................31
Appendix........................................................................................................................................34
Abstract
Sustainable marketing is defiend as a concept to sustain the martketing practice for longer
time frame. This involve constantly attracting to the custoemr. This further ensure the sue of
environment friendly practices to deliver the marketing practices of the organisation. The
organisation is adopting diigtal marketing, social media marketing and such pracfuces to support
sustainable marketing in company.
CHAPTER 1: INTRODUCTION
Background
The sustainable marketing is defined as channelises marketing practice in such manner
that it sustain for long time frame. The concept of sustainable marketing is to revolve the entire
marketing practice around the modern equipment and tools that can support the marketing and
promotions. There are various tools that are used in sustainable marketing which include cloud
computing, artificial intelligence and such like of modern era equipments. The basic focus of the
sustainable marketing is over the three core areas such as economic, environment and social
aspect of the organisation. The complete inclusion of all these elements and factors will favour
the business unit to have a sustainable presence in against to deliver the different marketing
channels. The role sustainable market9ng play is to delegate the advantage of promotions for
long time frame by motivating target customers to buy company products for long time run. The
involvement of the sustainable marketing is to boost the overall growth and development of the
business venture. The role sustainable marketing play is to sustain the growth and development
of business venture in respective target market. Sustainable marketing is further deliver with
support of the five different strategies such as consumer orientation marketing, customer value
marketing, innovation marketing, sense of mission marketing and societal marketing technique
that allow the business houses to sustain the marketing practice for longer time run.
Background of research organisation
Apple Inc the company is founded in the year 1976 by the founder steve jobs, steve
wozniak and ronald wayne. Headquarter of the company is located in United States. Company is
currently operating its stores at approximately 515 location (Wołek and et.al., 2021). The

organisation has been involved in multiple product options such as computer hardware, computer
software, consumer electronics, cloud computing, digital distribution, fabless silicon design,
semiconductors, media, retail, financial technology and artificial intelligence. All these are the
various number of sector associated with the business spectrum of the Apple Inc. Company is
also been involved in delivering the sustainable marketing practice that further empower the
business venture to mitigate the respective business objectives. The role of the company is to
deliver the various technical requirements of customer with the support of latest and modern
technical equipments and practices which support the venture to mitigate all different business
objectives.
Research rationale
This research is based on the topic of sustainable marketing practice which is associated
with the modern need and requirement of the business venture. This research is very significant
in the current time of covid pandemic where business sustainability has become an issue for the
business houses at the global level. In such a situation this become very crucial for the business
houses to influence the growth of the venture with the use of an appropriate marketing tactics
that can support the organisation taking on the competitive advantage in the respective target
market (Dzwigol, Kwilinski and Trushkina, 2021). IN such a situation this research play an
important role as it will direct and guide the business houses to delegate te suitable marketing
practices for enhancing the growth and sustainability of the venture. Further the internal growth
related to all different stakeholder will also direct and reflect in this research study. In the past
few years entire business world has seen a very complicated time where all kind and areas of
functions of company has seen a huge challenge. In such a situation this study create more
impact to reassure the need and demand of the marketing for the business houses at a global level
even for the well established venture to attract more growth and development opportunities. This
study is very diversified as well as it cover all aspect that include sustainable marketing along
with its impacts that will further justified different techniques to be used for delivering the
sustainable marketing practices at the work place.
Research questions
 What are the benefits of sustainable marketing?
 What is the impact of sustainable marketing for promoting iPhone in marketplace?

 What are the ways by which Apple can make sustainable marketing strategies more
effective to acquire new customers?
Research aim and objectives
Research aim:
The aim of this research is "to analyse the impact of sustainable marketing for promoting iPhone
in market to attract large customer base". A study on Apple.
Research objectives:
 To determine the benefits of sustainable marketing.
 To identify the impact of sustainable marketing for promoting iPhone in marketplace.
 To evaluate the ways by which Apple can make sustainable marketing strategies more
effective to acquire new customers.

Chapter 2: Literature Review
Introduction
Literature review is a section of report that critical; discuss all different areas of the
rehears topic. Theme are made to discuss the whole topic of research. This is more like an
overview about the previous published work or academic article that can direct the scholar for
collecting an appropriate information to achieve the overall aim and objective set behind the
study is conducted.
Benefit of sustainable marketing
As per the views given by Arbouw, Ballantine and Ozanne (2019), sustainable marketing
is a wide concept that is used by many business houses. This entire practice of marketing
promotion support the business venture to ensure multiple advantage which further allow the
company to ensure mitigation of all different aim and objective of the business venture. The
entire practice of sustainable marketing allocate different advantages to the business houses that
include the fact that this play role in improving the brand value of the business house. This is
important for the organisation to support the brand image in respective target market with
support of the sustainable marketing practices. The role marketing play is to polish the brand
value in front of the target customer so that company can achieve all its business targets.
Henceforth, it can certainly state a fact that marketing is one of the core area or function which
will empower the business unit to cherish the brand image in process to achieve all different
business objectives.
The criticism has been made by Amarando, Assenov and Visuthismajarn (2019), over the
sustainable marketing tactic is that this whole concept comprises with multiple techniques and
methods of marketing and promotion that create a confusion in the mind of the stakeholder to
utilise this concept. Scepticism is also arise in the mind of the stakeholder as almost every single

business venture is following this trend that do not strategically provide any competitive edge to
the business house.
Nicolaides (2020), has mentioned that improve productivity and reduce cost is also
considered as a major advantage associated with the business venture in order to practice
sustainable marketing technique. This can be mentioned as a fact that this is among the core
marketing practice that will empower the business venture to use this practice efficiently as it
would empower the business unit to make a different brand image. Increased production and
reduce cost create a direct impact over the profitability of the business venture. Hence it can be
directed with the fact the role sustainable marketing play is to ensure the best form of functional
activity to reduce the cost of operation along with raising the productivity of the business
venture. The views of the Hüttel and et.al. (2018), over the sustainable marketing practice is that
it further improve the ability of the business venture to comply with regulations. This is among
the core benefit associated with the sustainable marketing practice is such that it will allow the
business venture to improve the business ability in order to comply with different business
regulations. Scholar also highlighted that reduce waste is also another advantage that the
sustainable marketing practice all;ow to the business unit. This is very important feature
associated with the sustainable marketing practice which allow the business unit to continue with
this approach of marketing instead of utilising the traditional marketing practices. Further this
technique also make the stakeholder of the business house to be more happy and satisfied with
the approaches undertake by the business venture to operate the marketing practices.
The Hamid, Isa and Kiumarsi (2021), has criticised the use of sustainable marketing
concept in its study over the fact that green marketing is way more expensive than the usual
marketing practices. As this involve the use of all the modern equipment and technologies that
further increases the cost of marketing ion comparison to the other usual marketing models and
practices. Financial resources are all limited in number which require the marketers to adopt this
practice with the proper control over the budget. Gren marketing involve the use of additional
funds and finances that will further restrict the business entity to gain the competitive edge in
context to the other usual marketing tactics.
Impact of sustainable marketing for promoting iPhone in marketplace
As per the views illustrated by Haid and Albrecht (2021), sustainable marketing
technique involve the use of such products and equipments that respect environment and such

like of elements which support the business house to protect the environment. Apple Inc
Company also favour the use of the practice of sustainable marketing that will eventually
empower to the business house for delivering this marketing practice in order to promote all
different products of the business venture. The aim of the sustainable marketing practice for the
business venture is to improve life quality by promoting the products of the organization,
services of company and idea associated with the business which eventually do not play any role
in harming the whole nature and society. The organisation is aiming to have a carbon neutral
supply chain network by 2030. This is a kind of a long term vision of the business house in
respect to the business sustainability. This whole concept of sustainable marketing has benefited
to the organisation in respect to cherishing the brand image at a global level as company is
highly involve in providing the sustainable service in against to marketing and promotion that
further protect the natural resources and do not create any harm in environment,.
The criticism has been supported by the Park and Lin (2020), in respect to the Apple Inc
Company sustainable marketing practices adopted. The scholar mentioned the fact that the major
emphasis of the business venture is over using the modern marketing practices that are highly in
fashion. This involve digital promotions, social media marketing, search engine and such kind of
techniques that eventually distract the venture from the concept of sustainable marketing
practices. The major concern of the business venture even if they are ap;lying the concept of
sustainable marketing is over profit making opportunities that do not prioritises the use of
sustainable marketing tactics in delivering the regular marketing and promotion activities.
The Apple Inc Company has been involved in practising the sustainable marketing in
delivering the regular marketing or promotions activities. Sabaitytė and Davidavičienė (2018),
has stated the fact that the Apple Inc Company's leadership is directing all its operations such as
manufacturing, services, marketing and all other with the use of tools and techniques associated
with the sustainable marketing practices. Company is deeply influencing to protect the nature
along with supporting business objectives. The impact of this is that iPhone become one of te
major brand when it comes to mobile phone network at a global level. Company has been
capable enough to establishes a very loyal customer base t=along with boosting up the growth
rate of venture. Currently the iPhone brand is increasing its growth rate at the rate of
approximately 5% every year. The growth rate is very rapid for the organisation that could allow
the venture to ensure all its business objectives. Kumar and Patil (2018), has also mentioned that

the practice of sustainable marketing also allowed the company to gain the trust of investors and
different stakeholders. Shareholder of company are also highly satisfied with the performance of
the business unit along with the contribution that business unit is making in sustaining and
protecting the nature. People all across the globe become very aware with the conservation of
natural resources and protect the climate from all the negative factors. The continuous
involvement of company made it able to establish a very positive brand value that can empower
the business unit to maximise its success in respective target market. Further this could empower
the company to take on the competitive advantage at a global level by selling the most number of
phone in the developed countries like America, Australia and such other.
The criticism has been made by the Sharma and Jha (2017), Apple Inc Company is
among the fastest growing multinational organisation. The company operations are situated at a
global level which do not allow the business unit to give specific emphasis over sustainable
marketing practices. As the organisation and its leadership do not get much time to give specific
attention to this ideology which do not direct the business venture to prioritise this over company
vision. Hence the practice related of sustainable marketing do not deliver by the venture in the
same capacity as other operations perform by venture due to unavailability of the profit element
in the operation.
Apple can make sustainable marketing strategies more effective to acquire new customers
The Apple Company can follow the following tactics in order to execute the sustainable
marketing practices in the business venture. This include consumer orientation market. This is
about to design the whole marketing campaign on the basis of the target customers of the
organisation. This is very significant and crucial marketing tactic that find very convincing for
the target customer in the market. As per the views of Dźwigoł (2021), consumer orientation
marketing practice is about to delegate the marketing practices on the basis of the potential
customers associated with the business venture., This involve based on the choices and
preferences of the target customer framing the most engaging marketing campaign that can
mitigate all the demand of the customer in against to the marketing campaign launch by the
venture. Customer value marketing can further be approached by the business organisation when
it comes to executing the marketing practices. This is a very significant approach of marketing
and promotion that support the venture to ensure proper allocation of all the aim and objective of
marketing in the best way possible.

The Font and McCabe (2017), has criticised that usually the profit making objective spoil
the whole marketing practice adopted by the venture. This objective of the business entity
completely direct the marketing process on the basis of the requirement of the target customer in
market.
The views of the Lee and et.al. (2020), illustrated the fact that innovative marketing is
also a crucial way to deliver the marketing or promotional practic4s of the business venture. This
involve with support of innovative ideas and tactics apple company can easily gain an strategic
or competitive advantage over other brands operate in same market segment. This is a very
creative way to attract potential customer for influencing the buying decision of respective
customer in market. This is one of the best way to advertise the products and services of the
company such as iphone because with the help of internet the company can measure and analyse
its marketing results. Thus, the innovative marketing strategy is highly recommendable to the
company in order to effectively increase customer base. Here, the company can launch
sustainable campaign and program at social media sites.
However, the Krasyuk, Yanenko and Nazarova (2020), has stated that the adoption of
innovative marketing will cause cost increment to the company and is also one of the time
consuming strategies. Investing money in campaign and software's is very risk because any
wrong choice will lead to heavy loss to the company. Along with that the company also need to
provide high training and development sessions to their employees which affects their time
management which they require to complete their daily tasks. This many also affects the security
and privacy issues which further lead to hacking of confidential data. Thus, before implementing
any strategy the company have to properly analyzed it.
Conclusion
This section has critically analyzed the aims and objectives the present research project.
This has concluded the meaning of sustainability marketing and the impact of sustainability
marketing over the promotion of Iphone product of Apple company. Lastly, the LR section has
also critically concluded the sustainable marketing strategies that Apple company need to adopt
in order to effective acquire and attract new customer base for their Iphone product.

CHAPTER 3: RESEARCH METHADOLOGY
Introduction
Research methodology is also one of the crucial parts of the dissertations which has been
stated the method and steps are involved in making the research project successful. This section
states the method, types and approach of research is being used for attainment of aims and
objectives of the research. This also covers the ethical consideration and research limitation
which affects the research.
Research Type or Method
This is basically one of the most crucial aspect of RM which describe the method and
type of research has been selected to make the present research project successful. Generally,
there are three type of research and that is qualitative, quantitative and mixed approach. The
qualitative research is a type in which the beliefs and attitudes of the people are used rather than
numeric data of the study. While on the other hand, the quantitative research is a type which
takes only factual data and information that must be based on the numbers and figures rather than
beliefs. The mixed method of research involves both qualitative and quantitative type in order to
undertake the research. In the present research project, the quantitative method has been used by
the scholar in order to successful achievement of aims and objectives. The reason behind this is
that the sustainability marketing and its impact is easily analyzed by gathering the theoretical
information provided by different authors. It is also helpful in increasing the knowledge base of
the researchers and the readers of the study (Tiwari, Arya and Bansal, 2017).
Research Approach
This describe the plans and procedures the researcher has been used in order to complete
the thesis. This are of two types and that is inductive and deductive approach in which the
inductive is relates to the first formation of aims and objectives and then completing the study on
that particular direction. But the deductive approach is based on the formation of hypothesis and

after that testing it in order to check whether it is correct or not. For the completion of this
research, the scholar has selected the inductive approach because it perfectly suits with the
qualitative type of research. In order to achieve the aims of the research and identify the impact
of sustainability marketing strategy over the Iphone promotion and Apple company customer
base the inductive approach is suitable and appropriate. It is because this approach provides the
clear and ultimate outcome of the study.
Research Philosophy
This basically defines the beliefs and values that are used to complete the research of the
scholars. Here, the two type of philosophy available to the scholar is interpretivism and
positivism. The interpretivism is a philosophy which state that for achieving the aims and
objective of the research the human interest is involved while in the positivism philosophy the
factual data is used. That’s why, in this present research the interpretivism philosophy has been
used by the researchers to analyse the impact of sustainability marketing impact over the
products promotion of the company (Zawacki-Richter and et.al., 2020). It is also used because it
fits with the qualitative approach.
Research Design
The research design means the framework that used to complete the whole research and
this involve the different techniques and methods. The two types of research design are
descriptive and experimental and the scholar has selected descriptive research design for the
current project. It is because this is a research design that main aim is to identify and describe the
research problem and solve the research question in depth and logical manner. As the present
research is a qualitative study so selection of descriptive design is more suitable than the
experimental design (Dodds and Hess, 2020).
Data Collection
For the success and timely completion of the study, identifying the best sources of
gathering and collecting data is more than important. This describes the sources from where the
scholar collects the data for achieving research aims and objectives. The two types of resources
available to each researcher are primary and secondary sources and the scholar has used both the

sources to complete the research project. In primary source, the scholar has used the survey
method by mean of questionnaire. Here, the employees of the Apple company need to fill the
questionnaire where question regarding the sustainability marketing has been asked. In the
secondary source, the researcher has used the books, journal, websites, magazines and business
news to collect and gathered the data relating to the research topic. The selected sources are best
suitable and appropriate for the completion of present study in best manner possible.
Sampling
This is also one of the significant sections of the RM which states the method of sampling
used to select the sample from the large population. The two types of sampling are random and
non-random sampling. For the successful achievement of present research topic, the researchers
have used the random sampling method. It is because random sampling which is also known as
simple random c helps the researcher in selecting and using the most relevant information to
better analysis and interpretations. In the current study, the scholar randomly selected the 50
employees of the Apple company out of the total employees of the company for the
questionnaire round. This is helpful for knowing the individual aspects and interest against the
research topic and aims (Zangirolami-Raimundo, Echeimberg and Leone, 2018). This is a
process of selecting the pre-determined number of observations out of the total population where
the information about their views related to company are taken.
Data Analysis
This is a systematic process which involve the use and application of different
approaches, techniques and methods. This is done to inspect and gathered data from the various
sources and analyse it in best manner so that the aims and objectives of the research are easily
achieved. The two types of data analysis available to all researcher are thematic analysis and
SPSS software. When the researcher selects qualitative method then thematic analysis is best and
when they select quantitative method then SPSS is best. SPSS is basically a software package
that is used for the strong statistical analysis in the quantitative research. As in the present
research, the theoretical information is used and analyzed so thematic analysis is best for this.
The thematic analysis means interpretating the information collected from the respondent using

the graphs and charts and supporting the result with the authors views (Dźwigoł, 2018). This is
known as LR.
Research Gap
The expected time and the actual time that was needed is identify as the gap in this research.
Further, this research tool way more than the anticipated part of the study. The gap is not major
but still it is there in the study. The results were almost same as they were expected by the
scholar.
Research onion
This study is conducted with the use of appropriate strategy such as proper planning,
implantation and controlling phase that could further support to implement the entire study. The
different stages are associated that could allow scholar managing the entire research study.

Ethical Consideration
It is also part of methodology which specifies the ethics and moral values use to complete
the research. For the present study, the consent form is filled by the employees in order to ensure
that no pressure is given by scholar to collect the data. Along with that random sampling is used
to avoid the discrimination on the ground of gender, colour and caste. The secondary information
was collected from the authorized website of the company and magazines. Not only that, the
scholar has made sure that no confidential information of the company will leak.
Research Limitation
It is important to know that all aspects have two sides where one is positive so the other
one must be negatives. The same case with the present research report where the lack of
resources, money and time has affected the achievement of the aims and objectives of study.
Because of this lack, the scholar is unable to select the SPSS and quantitative method. Besides of
lack of time available for completing the research, the scholar has effectively completed the
study in best way possible so that the knowledge of the readers and the users are improved
systematically (Snyder, 2019).
Conclusion
This part of the whole thesis has concluded the method and types used to complete the
research project in best manner possible. This section has concluded that selection of correct
research plays important role in success of the study. This has done with the identification of
research limitation and by following all the ethical considerations.

Chapter 4: Data Presentation
Data presentation is a practice involve presenting the information and data collected to
complete the whole research. This part of the research study will involve collecting the data and
information with the use of questionnaire technique or method of data collection. Data will be
collected with support of the employees at the company.
Apple Inc follow the concept of sustainable marketing practices
Q.1) Do you believe that Apple Inc use sustainable marketing?
Yes 25
No 5
Methods adopted to promote sustainable marketing practices in organisation
Q.2) Sustainable marketing supported company taking out competitive advantage ?
Yes 25
Yes No
0
5
10
15
20
25
30
25
5
Column B

No 5
Marketing practices use by the Apple Inc Company contain the most effective use of the
innovation and creative ideas
Q.3) Do you agree that innovation supported the sustainable marketing practices use by Apple
Inc to maximise the success?
Strongly agree 12
Agree 10
Neutral 3
Disagree 3
Strongly disagree 2
Yes No
0
5
10
15
20
25
30
25
5
Column B

Search engine are the most preferred platform for company to execute marketing in
business
Q.4) Do you agree that search engine could effectively support company to deliver better results
in sustainable marketing
Yes 25
No 5
Strongly agree Agree Neutral Disagree Strongly disagree
0
2
4
6
8
10
12
14
12
10
3 3
2
Column B

Boost growth rate is the key advantage of adopting the suitable marketing practice for
company
Q.5) What are the advantages company undertake to respond against the sustainable marketing
practices in business operations?
Boost growth rate 12
Improve customer base 8
Enhance organisation culture 4
Competitive advantage 6
Yes No
0
5
10
15
20
25
30
25
5
Column B

Marketing improve the cost which further become the major challenge for the company
Q.6) What are the challenges company faced while practising sustainable marketing practices at
work place?
It improved the cost 15
Employee resistance 5
Lack of innovation 6
It did not go with business objectives 4
12
8
4
6
Boost growth rate
Improve customer base
Enhance organisation culture
Competitive advantage

Apple Inc Company could take on the competitive advantage against utilising the
sustainable marketing practice
Q.7) Do you believe that Apple Inc could take on the competitive advantage while practising
the sustainable marketing practices?
Yes 22
No 5
Neutral 3
It improved the cost
Employee resistance
Lack of innovation
It did not go with business objectives
0
2
4
6
8
10
12
14
16 15
5
6
4
Column B

22
5
3
Yes
No
Neutral

Sustainable marketing campaign of company target both new and old customers of
company
Q.8) Do you beleibe that company target mostly in against of adopting the sustainable
marketing practices to both new as well existing customers?
Yes 25
No 5
pple Inc Company established the loyal customer base with the use of sustainable
marketing practice
Yes No
0
5
10
15
20
25
30
25
5
Column B

Q.9) Do you agree with the fact the Apple Inc could establish a loyal customer base with the use
of sustainable marketing practice?
Strongly agree 12
Agree 8
Neutral 3
Disagree 5
Strongly disagree 2
Involve product feature worked well for the Apple Inc Company
Q.10) What practice Apple Inc has been adopted to make sustainable marketing practices more
effectively work for the iPhone brand?
It improve growth of company 18
Highlighted customer experience 7
Proper projection of consumer perspective
towards the brand
5
Strongly agree Agree Neutral Disagree Strongly disagree
0
2
4
6
8
10
12
14 12
8
3
5
2
Column B

Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
.713 .669 10
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Do you believe that Apple
Inc use sustainable
marketing
30 1.00 2.00 1.0333 .18257
18
7
5
It improve growth of company
Highlighted customer
experience
Proper projection of consumer
perspective towards the brand

Do you agree that innovation
supported the sustainable
marketing practices use by
Apple Inc to maximise the
success
30 1.00 5.00 1.5667 1.00630
What are the advantages
company undertake to
respond against the
sustainable marketing
practices in business
operations
30 1.00 4.00 1.6667 1.15470
Sustainable marketing
supported company taking
out competitive advantage
30 1.00 2.00 1.1333 .34575
Do you agree that search
engine could effectively
support company to deliver
better results in sustainable
marketing
30 1.00 2.00 1.1000 .30513
What are the challenges
company faced while
practising sustainable
marketing practices at work
place
30 1.00 4.00 1.5667 1.04000
Do you believe that Apple
Inc could take on the
competitive advantage while
practising the sustainable
marketing practices
30 1.00 3.00 1.6667 .54667
Do you beleibe that
company target mostly in
against of adopting the
sustainable marketing
practices to both new as well
existing customers
30 1.00 2.00 1.0667 .25371
Do you agree with the fact
the Apple Inc could establish
a loyal customer base with
the use of sustainable
marketing practice
30 1.00 5.00 1.6667 1.18419

What practice Apple Inc has
been adopted to make
sustainable marketing
practices more effectively
work for the iPhone brand
30 1.00 3.00 1.2333 .50401
Valid N (listwise) 30
Model Summary
Model R R
Square
Adjusted
R Square
Std. Error of
the Estimate
Change Statistics
R Square
Change
F Change df1 df2 Sig. F
Change
1 .697a .485 .426 .13836 .485 8.166 3 26 .001
a. Predictors: (Constant), Do you agree that innovation supported the sustainable marketing practices use by Apple
Inc to maximise the success, Sustainable marketing supported company taking out competitive advantage , What
are the advantages company undertake to respond against the sustainable marketing practices in business
operations
Chapter 5: Discussion
Discussion is a chapter of study that is about to interpret and discuss all the finding
generated out of the data collected and analysed.

The results indicate that sustainable marketing and growth of company has a direct
relation with each other. The results clealry indicate the fact that the role of both the factor will
be suitable enough to support the growth and development of the business venture. The results
have clearly indicated the fact that the growth and sustainable marketing practice of company
would hold a direct relation with each other. Significance value .713 indicate the relation in both
the elements. Reliability is also less than .05 which indicate tha alternative hypothesis is proved
demonstrate the fact that both the elements has a direct relation.
Theme 1
On the question asked from the respondents that do the Apple Inc follow the concept of
sustainable marketing practices in the business operations are entertained. 35 out of 50
respondents agreed with the fact that the focus of the business venture is rightly towards
practising the sustainable marketing techniques in the business operations perform. On the other
hand there are a total of 15 people who did not agree with this respective fact. On the basis of the
opinions presented by the majority of respondents it can easily understood that the focus of the
business venture has been towards practising the sustainable marketing practices in the
marketing activity perform by the venture. This is a part of the key business objective as well to
contribute towards the nature in all different way so that natural resources can conserve and
protect for long period of time. This has been a part of the policy making of the venture that it
empower the business unit to practice this concept as a part of lng term vision of the company.
The opinions given by the majority of the employee is wisely stated the fact that the company is
keen in using the concept of sustainable marketing for delivering the all different business
objectives. Scholars also favour the use of the concept of sustainable marketing practice in
against of delivering the all different business objectives.
Theme 2
Sustainable marketing is one of the major functional direction associated with the venture. In
order to adopt the sustainable marketing practices there are certain methods which company can
adopt to deliver the best suitable business growth and development practices in the venture. In
such a practice 12 people respondent with the fact that the organisation can use consumer
orientation marketing, 10 favour the innovative marketing and 8 state the use of customer value
marketing practices. 20 of the respondents mentioned all the above specified tactics to be used to
deliver the sustainable marketing practice at the workplace. All these are the different methods

and techniques that can be used by the venture to ensure the best use of sustainable marketing
approach in the business operations deliver by the venture. All these different practices such as
consumer orientation marketing allow the business venture to design and develop the marketing
practice involve the preference and choices of the target customer in respective target market.
This has been adopted wisely with the fact that the consumer orientation marketing technique
create a wide open space for the business venture to deliver the best suitable marketing choices
for executing the business operations in the best way possible. Innovative marketing technique
further favour the business venture to identify the scope of innovation in respect to the marketing
practice adopted by the venture. This is a very potential approach that company use to execute
the innovative way of approaching the marketing operation at the work place. Innovation always
become a crucial part of the business venture for executing all different functional areas
associated with the business venture. Further, customer value marketing give a complete value to
the customer in against of adopting the marketing practices at the business organisation. All
these are the various methods and technique that will support the business entity to execute the
marketing practices in the business organisation. The role all these approaches would play is to
support the company for enhancing the overall growth and development at the work place in the
best way possible. Sustainable marketing involve all areas associated with the normal marketing
practice adopted by the venture along with support all different ways to execute the marketing
function that can provide the complete touch of sustainability for consuming the natural
resources and such like of features.
Theme 3
The marketing practices adopted by the business house require to provide an innovative
direction to support the growth and development to the business entity. 22 respondents strongly
agreed to the fact that the Apple Inc Company carry the most effective use of innovation and
creative ideas to execute the marketing ideas. Further there are 10 people who agreed to this fact.
8 respondents were such disagree to the fact and 7 strongly disagreed to this idea. There were 3
respondents also there carry the neutral opinion over the subject. On the basis of the views
provided by the majority of respondents it is stated the fact that the marketing practices adopted
by the company contain the diversified feature associated with the innovation and creative ideas.
The marketing team and professional give a huge emphasis to deliver and execute the marketing
with support of innovative ideas and creative mindset. The role of creativity and innovation has

been significant for the business entity to execute for offering the most diversified and effective
campaigning for executing the marketing operations of venture. This will be very supportive in
nature for the organisation that it execute the marketing practice with support of innovation and
creative mindset that can empower the venture to achieve the business objective in the best way
possible. Marketing is such a practice that is incomplete without the application of the innovative
ideas and practices that can support venture in executing the whole marketing campaign in the
best way possible. This has been very supportive for the business venture that it execute its
marketing practice in such a manner that company get to provide the best suitable innovative
ideas and outcome that can support the set objectives of company. Further innovation has
supported the Apple Inc Company to deliver and execute the consumer friendly campaign so that
all need and requirements of customer can execute by the venture.
Theme 4
The marketing platform are the one where the marketing campaign design by the company are
executed. These are the platform which are used to publish and execute the marketing practice of
the business venture. All these are the platform that engaged the professional and company to
execute the most suitable marketing practices for execute the business objectives. 25 respondents
stated that the Apple Inc Company has been involved using the search engine platform to deliver
the marketing practices. This is a platform that is used to execute the marketing practices of the
venture in respective market. 12 favour the use of digital marketing platform of company to be
deliverers in order to promote the products and services of the venture. There are 8 people there
in the interview round favour the social media channels to be used to execute the marketing
services of company. The remaining number of respondents favour the use of email marketing to
be the most preferred platform for executing the marketing practices of the given business
organisation. As per the views given by the majority of respondents it is mentioned the fact that
search engine optimisation is the most preferred tool or platform that is used by the company to
execute the marketing practices of the business venture. This is the platform that is used to
deliver the well diversified and supportive and also the customer oriented, customer friendly
marketing campaign for the business venture. The use of this platform bring the most preferred
results in favour to the business venture for achieving all different business objectives of
company. Search engine optimisation is among the most expensive technique along with it

favour the business venture to establish the loyal brand value and also to cherish the existing
brand image of the brand in respective target market.
Theme 5
Marketing is among the most crucial functional activity that perform by the business venture.
Apple Inc Company contain a separate marketing department who look after solely all the
marketing related functions of the business venture. There are several advantage which company
get against delivering the best suitable marketing operates at the organisation. The 22
respondents favour that marketing could allow the Apple Inc Company to boost its growth rate in
market. Growth is considered to be the most preferred business objective of the company. 13
responses were in favour to improving the customer base of company as a key advantage
company could get against executing all different marketing practices of the venture. 11 people
and respondents agreed to the fact that marketing could allow the competitive advantage to the
business venture as its key advantage against the execution of the marketing practice in business
venture. The remaining 4 people favour to the enhanced work culture of the organisation as a key
objective Apple Inc Company could grab against execution of the marketing operations of the
business venture. On the basis of the views presented by the majority of respondents it is stated
the fact that the marketing could support the business venture to maximise and enhance the
growth rate of company in respective target market. This has been one of the key business
objective associated with the marketing operation of company that it allow the venture to execute
the growth in favour of the business venture. This is further among the major business objective
that favour the company to execute all its business operations. All the campaign that company
design under the marketing practices contain the target to improve the growth of the venture.
Along with the fact that company incorporate all its operation in the right strategic direction for
delivering better growth opportunities in favour to the business organisation.
Theme 6
The marketing functions operate by the venture is associated with the multiple challenges related
to the business function operate by the venture. Challenges need to overcome by the organisation
while processing the marketing functions of the organisation. 25 respondents mentioned that cost
control is the major challenge that marketing function of company face. The financial resources
are limited in number that require the business venture to adopt the bets suitable cost control
technique to execute the most effective marketing practices of the organisation. 12 people

mentioned the marketing practices of the company do not contain much part of the innovation in
market. 10 respondents mentioned the fact that marketing operations of the company are not find
it relevant to go with the business objectives of the Apple Inc Company. The remaining 3 people
mentioned that employee resistance is associated as the key challenge related to the marketing
operations perform by the business venture. As per the views given by majority of respondents it
is supported as a fact that cost controlling is considered to be the major challenge associated with
marketing operations perform by the Apple Inc Company. It is precisely stated as a fact that
financial resources are always limited in number which require additional control for the
company to manage its financial upbringing in the market. The marketing practices that company
operate as a part of sustainable marketing campaign involve digital marketing, social media
marketing, search engine and such like of tools require additional use of funds that contain extra
cost. All this create a huge challenge for the company to execute its marketing practices in the
organisation. In order to consume all these practices cost become a huge challenge that
professional face. This is important that the Apple Inc Company need to adopt a proper
technique to control all different cost incurred for executing the marketing and promotion
practices of the company.
Theme 7
Competitive advantage is a term that is used to denote the fact that the business venture get to
attract the buying behaviour of the customer more effectively than other key competitors of the
business venture. The 32 respondents out of 50 do beehive with the fact that the company is
getting to execute the competitive advantage against utilising the sustainable marketing practices
at the organisation. There are 10 people who did not agree with this fact and the remaining 8 one
has the neutral opinion. On the basis of the views presented by the majority of the employee it
can state as a fact that the marketing practices adopted by the organisation could empower the
business unit to gain the competitive advantage in the respective target market. This can state as
a fact that sustainable marketing is also a part of environment protection campaign launch by the
company. The use of the practices make the loyal band image of the company in front of the
target customer in market. Henceforth, it can state as a fact that the sustainable marketing
practices use by the company deliver the bets suitable competitive advantage in favour to the
business organisation. This is among the most prominent advantage company get against
adoption of the sustainable marketing practice in the organisation. The role of marketing is also

to delegate the competitive advantage to the business house which can further empower the
business unit to gain the customer attention towards the products and services offer by the
business venture to the end customer.
Theme 8
The sustainable marketing is a practice that carry the intention to target the customers of
company in order to influence the buying decision of the potential customer in market. 15
respondents mention that the practice target the new potential customer of the business venture.
The 12 respondents believe that the sustainable marketing practice will focus on the existing
customer of the business venture. There are 23 respondents are such who believe that the
sustainable marketing practices empower the business unit to target both new as well old or
existing customers of the organisation. This is a part of every marketing campaign adopt by the
business venture that it focuses on both the customer existing as well new potential customer
base associated with the business venture. Attracting customer is the potential aim associated
with the business venture and sustainable marketing practice empower the business unit in such a
direction to gain the competitive advantage by attracting all type of potential customers along
with the existing one of the business venture.
Theme 9
22 respondents strongly agreed with the fact that sustainable marketing practices adopted by the
Apple Inc Company could empower the business venture to establishes the loyal customer base
ion the respective target market. 13 agreed with this fact. 7 disagree and 5 strongly disagreed.
There were 3 people who had a neutral opinion over the fact. ON the basis of the view presented
by the majority of respondents it is stated and mentioned that the sustainable marketing practice
adopted by the organisation could favour the business unit to deliver the loyal brand value in
front of the target customer in the market.
Theme 10
The 28 respondents mentioned that the involvement of product feature worked well for the
company to achieve success in market. 12 mentioned that highlighting the customer experience
played a positive role for the company. 10 state that proper projection of customer perspective
played a positive role. On the basis of the majority of respondents it is mentioned that
involvement of the product feature played a crucial role for the company to achieve success in
market.

Data analysis chapter brought all the insight about the sustainable marketing and all
different aspects associated with practice adopted by the business venture.
Chapter 5: Conclusion and Recommendation
The chapter demonstrate all the conclusive part and main finding of the research topic.
This chapter project all the key finding associated with the whole study.
Conclusion
Sustainable marketing is a concept defined as promoting the product and services of the
business venture that can effectively cater better growth and development opportunities to the
venture. This is concluded that these are the practices that sustain for long time frame which
further empower the venture to maximise the business growth and development possibilities in
respective target market (Melović and et.al., 2020). The role sustainable marketing practices
played is to maximise the growth and development possibilities of the business venture in
respective target market. Henceforth, it can be stated as a fact that sustainable marketing is
among the core promotional practice that support the venture to enhance and boost the growth
and development possibilities of the business house. This is further executed as a key fact that
sustainable marketing effectively influence the business venture that further could maximise the
business growth and development possibilities to the business houses. It has demonstrated as a
fact that sustainable marketing create a massive impact over the potential growth and
development possibilities of the business venture. There are multiple platforms and tools that can
support the business venture to channelise the sustainable marketing practices. These platforms
are social media channels, digital marketing platforms and many more which empower the
business entity o deliver its substantial marketing practices. Further the contribution sustainable
marketing play in the overall business growth and development is massive as it empower to the
business unit for maximising the overall business growth and development possibilities under
respective target market.
Further it has demonstrated that the business venture get to execute all its marketing
practices with support of the best form of promotion channels. Henceforth, it is stated as a fact

that the role sustainable marketing could play is to execute all the services and practices in the
most efficient way possible. The role sustainable marketing play is to ensure that promotion of
company sustain for longer time frame. Henceforth, this is very beneficial practice follow by the
company to maximise and boost the growth rate of the business venture.
Recommendation
 This is recommended that company should ensure a proper cost control practice to ensure
a proper control over the marketing practices perform by the business venture.
 To recommend that social media and digital platform must be focused aggressively to
achieve better growth against the marketing activity deliver by the business venture (Sun
and et.al., 2020).
 This is recommended that the company need to mention data to make marketing more
realistic for the end customers.

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Appendix
Q.1) Do you believe that Apple Inc follow the concept of sustainable marketing?
 Yes
 No
Q.2) What method company use to promote sustainable marketing in its practices?
 Consumer orientation marketing
 Customer value marketing
 Innovative marketing
 All the above
Q.3) Do you agree with the fact that Apple Inc marketing practices contain effective use of
innovation and creative ideas?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q.4) What according to you is the platform that company used to promote sustainable
marketing in business?
 Digital marketing
 Social media channels
 Search engine
 Email marketing
Q.5) What are the advantages company undertake to respond against the sustainable marketing
practices in business operations?
 Boost growth rate
 Improve growth rate
 Enhance organisation culture
 Competitive advantage
Q.6) What are the challenges company faced while practising sustainable marketing practices at
work place?

 It improved the cost
 Employee resistance
 Lack of innovation
 It did not go with business objectives
Q.7) Do you believe that Apple Inc could take on the competitive advantage while practising
the sustainable marketing practices?
 Yes
 No
 Neutral
Q.8) To whom company target mostly in against of adopting the sustainable marketing
practices?
 New potential customer
 Existing customers
 Both
Q.9) Do you agree with the fact the Apple Inc could establish a loyal customer base with the use
of sustainable marketing practice?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q.10) What practice Apple Inc has been adopted to make sustainable marketing practices more
effectively work for the iPhone brand?
 It involved the product feature
 Highlighted customer experience
 Proper projection of consumer perspective towards the brand
Q.11) What according to you is the necessary recommendation for company to deal with the
various challenges of sustainable marketing