The Marketing Plan of the Apple

RUNNING HEAD: Marketing
Apple
Marketing

Marketing 1
Contents
Introduction...........................................................................................................................................2
Background...........................................................................................................................................2
Research................................................................................................................................................2
Pestle Analysis......................................................................................................................................3
SWOT analysis......................................................................................................................................4
Conclusion.............................................................................................................................................5
References.............................................................................................................................................6

Marketing 2
Introduction
Marketing is a management practise by which products and services change from perception
to the customer. It is more of the action of promoting and selling products and services. This
report comprises the marketing plan of the Apple. The marketing plan includes the
background of the Apple. The research is conducted reflecting demand of the products and
services. The macro environment is scanned with the help of Pestle analysis. Finally, the
SWOT analysis is also conducted.
Background
Apple was established in 1976 by Steven Jobs and Stephen Woznaik. Apple is having one of
the most valued businesses worldwide. The mission and vision serve as basis for the success
of Apple. The vision statement of the company stresses on the fundamental values such as
innovation and product excellence (Baker, 2016). The mission statement is primarily about its
products and technology. The company believes in conveying value and performance through
technology. The organizational structure of Apple contributes to the prompt and effective
innovation. It comprised of workers groups, resources and interconnections.
Research
Apple is a luxury brand. The products of the company are expensive but amazing. The
demand of the apple products is strong despite rising prices. The first product of the company
was identified as Apple l. It consisted of assembled circuit board. Apple started to grow
slowly with the development of Apple ll, Apple lll, Apple Lisa and Macintosh in 1984. The
company resurfaced in 1990s with various strategic and technological changes. In 1997,
Apple online store was launched followed by iMac (Gardere, Sharir & Maman, 2018).
Much of the success of Apple is contributed to its ability to keep products competitive
throughout the years. The iPhone sales jumped from 40 million units in 2010 to 210 million
iPhones sold in 2016. The company earned 54 million U.S. dollar revenue in 2016 (Statista,
2018). As the sales increased, the company’s success increased. The business of Apple
changed dramatically and become the most successful product. The portion of the iPhone’s in
total profits of Apple flown from one third in 2009 to almost two third of the total income in
2016. The innovations made by the company create opportunity in the future.