ASSIGNMENT ABOUT WHAT IS MARKETING

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

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Executive Summary
The Digital Marketing Practices of Apple has been studied in this report. The target market of
the company has been studied while paying attention to the segmentation and positioning of the
brand. The digital media channels and contents have been evaluated in the report. A SWOT
Analysis has been conducted to assess its internal environment and strategies of the brand.

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Brand Overview
Apple Inc. is a multinational technology company which has its headquarters situated in
California, America. The company develops, designs and sells consumer electronics, online
services and computer software. It is one of the four largest technology company across the
globe alongside Amazon, Microsoft and Google. Some of the hardware products of the company
include iPhone, iPad, personal computer Mac, iPod, Apple Smart watch, AirPods and HomePod
(Apple.com 2020). The software products of the company includes iOS, macOS, tvOS,
watchOS, iTunes, iWork, Safari and so on. Apple also offers online services, under which comes
the iOS Apple Store, iTunes Store, Mac App Store, Apple Music, iMessage, Apple TV+ and
iCloud.
The company was founded by Steve Wozinak, Steve Jobs and Ronald Wayne in 1976.
The intention of the company, initially was to sell the Apple II computer in the market, which
quickly grabbed the attention of the customers. The company started seeing financial success
since 1980s. Apple has been critically acclaimed for the marketing of the products, all across the
globe. Apple is considered to be one of the most valuable companies in the world with the
greatest revenue collection among technology companies (Apple.com 2020). Apple ranks third
after Samsung and Huawei, for the manufacturing of phones. Apple has great customer base in
the market and even greater brand loyalty.
Target Market
Apple is a premium brand as they offer premium products in their premium price range.
The primary customer base of Apple Inc. comprises of the teenagers. Teenagers tend to get
attracted and excited by the product range and offerings of the company the most. Even tough

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the company has been through rough times during the fall of their stock value, there has been
traits of brand loyalty despite those factors. Apple Inc. offers products which target the upper and
upper middle class sections of the society with premium levels of income, as not everyone can
afford Apple products due to their premium pricing. People might want to purchase Apple
products, but is because of the pricing, that customers are unable to afford the products. Thus, the
wealthier sections of the society constitute of the primary customer base of Apple. The
millennial generation are more updated with latest technology and features which are offered by
Apple, thus, they are addressed by the company to be able to sell the products and create a base
of customers who are eager to be associated with the brand and remain loyal in the market.
Business personnel are also targeted by the company as they look fr value for money and
tend to get intrigued by the offerings of the brand. All the products which are offered by the
company, has quality and worth which can be used by businesses and use for efficient operations
and communication purposes. Higher end businesses, often tend to have Apple products which
makes programs and operation of the entire business organized and meeting quality and
standards in the markets. Apple is a brand which has been able to create niche for their products
which, no other company has been able to create in the specific category. This is attributed to the
exceptionally marketing practices which are followed by the company to stay in power in the
industry and attract more customers while earning loyalty from the existing ones.
The target and market segmentation of the company can be defined as between the age of
18-55 approximately, both male and female. The income of people is not only the only factor
which plays at large, but also the lifestyle of the customers, which goes hand in hand. People
who are open to change and are tech savvy are targeted by the company to convert the potential
customers into successful ones. It has been found out that people who have been associated with

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Apple, tend to cherish their experiences of using Apple products, which make the company
highly beneficial, in terms of retaining those customers and increasing brand loyalty.
The positioning of Apple is created through extraordinary brand identity, which is built
with the help of great culture, brand value and taglines used, which make relevance to the
customers. Product design of the company is top notch as they are rich in quality and well as
design. Apple focuses on innovation and improvement, which has allowed them to command
over other brands in the market and maintain their positioning. The Advertisement followed by
Apple is strictly precise with the employment of minimalistic approach while maintaining clarity
of the messages intended. These factors have played great roles, in order to help secure the
positioning of Apple in the market.
Audit of Digital Media Channels
Big brands use social media to achieve their marketing and business objectives. Apple, is
one of the biggest technology companies, across the world in which it has to face huge
competition from other companies with great brand recognition too ((Sarsby and Allen 2015).
Social media is one of the greatest tool which can be used by the companies to build
relationships with the customers as well as potential customers (Mandal and Joshi 2017).
Similarly, Apple, too has used social media as a tool for reaching out to its audience, which can
be understood by having a look at the great customer base of the company.
Facebook
Facebook is one of the most widely used social media platforms. The largest audience
can be found on Facebook, which can be addressed by bug brands to reach out to the target
audience and create brand and product awareness. Facebook is very effective for interactions

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with the customers. Apple has over 12 million followers on Facebook. Even though Apple has
great prominence in Facebook, the company educates the followers and customers about
products and significant development, through the official site more. Even though Apple is not
that active on Facebook, it still has a great number of followers on the page.
Twitter
Apple has multiple Twitter handles which are dedicated to specific product categories
such as, one is dedicated for iTunes while there is another for iPod. However, the company has
an official Twitter handle too, apart from the separate handles which are specific to the product
portfolio of the brand. The official page of Apple has over two million followers. The other
pages can easily be tagged by customers to report issues being faced by those specific products
and services. These pages create awareness among the customers as well as yield to engagement.
The twitter handles of Apple Inc. are more active as compared to Facebook.
Instagram
The instagram handle of Apple has much more popularity as well as engagement as
compared to the Facebook and Twitter. Instagram offers great features for promotion and
engagement with the customers, which the company used to its full potential to enlarge the
customer base. Apple does not engage in interaction through many posts, yet there is more
engagement and continues to create excitement among the customers. On Instagram, Apple has
about 8 million followers.
YouTube
YouTube is comparatively less used by the brands for marketing and reaching out to the
audience with the help of digital marketing efforts. However, it is interesting to note that Apple

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has a great follower which reaches a mark of 7 million. In this era, people are fascinated by
videos, Apple engages increasing awareness and marketing their products through videos, which
is very informative and has helped the brand to gather great customer base. Apple has
successfully identified YouTube as a great platform, which can be used for their advantage
through video promotions. Apple creates attractive videos before launching their products which
excites the audience and increases views by the minute. Thus, the followers are kept engaged as
well as informed.
Evaluation of Digital Media Content
Apple has engaged in creating digital media content which are exemplary, even though
they do not engage in communication as much. The accounts on Facebook and Twitter are used
for the greater purpose of offering customer support and aiding their customers with a voice. The
advertisements and promotional contents which are created by Apple are very different from
other brands which has helped them increase their revenue collection. The digital content which
are created by Apple are very specific, offer clarity about their products and services and make
the customers related with the brand (Sarsby and Allen 2015). Apple does not engage in
excessive promotional activity and keeps them restricted to very little promotional activities,
which has proven to be effective as it intrigues the audience by mysteries, which only gets
demystified after purchasing the products.
The content of the digital media marketing and promotional posts are very minimalistic
and cohesive. Apple does not necessarily use social media entirely to increase its sales but to
engage in interactions and offer support to the customers. Apple’s digital media contents are very
carefully content by the dedicated marketing department of the company (Baltes 2015). The
posts can easily be distinguished on which are promotional and which have organic content

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(Mandal and Joshi 2017). Apple uses platforms for launch events and making announcements
about upcoming product releases. Apple tends to avoid the over engaging and demanding social
media usages.
SWOT Analysis
SWOT analysis is very effective to find out the abilities and shortcomings of the
businesses, which can be worked upon, in order to strengthen the business and excel in the
market. A company can gain important insights which can be very effective to take strategic
actions and increase growth in the market (Gürel and Tat 2017). A SWOT analysis of Apple Inc.
will be conduct to understand the internal business conditions of the company.
Strengths
 One of the most valuable asset of the company is its great brand image, which is among
the strongest in the world. This makes them captivate the buyers with new products and
services, as they are likely to buy them because of the excellent recognition of the
company in the market (Sarsby 2016).
 Apple has great profit margins. The company offers its products at premium ranges,
which allows the company to keep a great profit margin.
 Apple focuses on the need to innovate, in order to sustain and keep the customers
fascinated with the product offerings. The rapid innovation of technology has enabled
Apple to be one of leading brands.
Weaknesses

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 Apple has distribution networks which are limited because the company maintains policy
of exclusivity in the market. Thus, the penetration of the company is low as the products
are only available with the authorized dealers.
 The premium price range does not allow everyone to make purchases of Apple products.
Thus, the company has to rely on the sales from the segmentation which are dominated
with the affluent class of the society.
 The compatibility of Apple products are restricted to accessories and software, which, the
products of the other brands are. This is a reason why people often prefer Android
products over Apple.
Opportunities
 Apple can expand their distribution channels which will make the company reach out to
greater audience in the global market.
 Apple can engage in aggressive promotional activities. In the age of digitization, more
effective promotions can help the company increase sales and revenue generation.
 Apple can diversify their product range by developing newer product lines. Newer
products can be introduced in the market which will help the company grow in
international market (Gürel and Tat 2017).
Threats
 The company faces severe competition in the market, which can be a great threat to
Apple, especially from companies such as Samsung and Huawei.

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 There is great threat of imitation of the products. There are many local as well as
multinational companies who imitate features as well as designs which Apple must be
more cautious about.
 The increase in the cost of labor in many countries may increase the cost of
manufacturing of the products. This in turn, may lower the profit margin or increase price
of the products, which are threats in themselves for Apple.
Recommendation
 Apple should engage in more aggressive and effective digital marketing programs
through social media sites like Facebook and Twitter as they are great platforms for
reaching out to the audience.
 Apple can develop newer products, which might interest the buyers as the company
already possesses great brand loyalty. Thus they can transfer their customer base for
newer product offerings.
 The distribution channels of the company can be enhanced to reach out to a greater
audience and ensure penetration in the market.
 Apple should ascertain that their designs and features are not easily imitable by other
companies.
Conclusion
It can thus be concluded by saying, that Apple has great recognition globally. It is one of
the four largest technology companies. The company targets the affluent class by offering
premium products. The company has amazing product offerings, which has helped it create
great brand loyalty. However, the digital media presence of the company is lower as

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compared to other brands, as the company tends to focus on engagement and awareness
through their digital media interactions with the customers. The contents are very creatively
and neatly created which has helped the company gain prominence, yet Apple can engage in
better promotional activities to secure their position and create better customer base.


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References
Apple.com, 2020. Apple. [online] Apple. Available at: <https://www.apple.com/> [Accessed 4
April 2020].
Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.
Chaffey, D. and Allen, R., 2015. Managing Digital Marketing in 2015. Smart Insights.
Recuperado de http://www. smartinsights.com/guides/managing-digitalmarketing-2015.
Gürel, E. and Tat, M., 2017. SWOT analysis: a theoretical review. Journal of International
Social Research, 10(51).
Mandal, P. and Joshi, N., 2017. Understanding Digital Marketing Strategy. International Journal
of Scientific Research and Management, 5(6), pp.5428-5431.
Sarsby, A., 2016. SWOT analysis. Lulu. com.