Analysis of Apple iPhone X: Marketing, Behavior, and Recommendations

This report provides a comprehensive analysis of the Apple iPhone X, examining its marketing mix elements including product, price, place, and promotion. It delves into the application of organizational behavior concepts such as perception, the person as a whole, social systems, and mutual interest, relating these to the iPhone X's market positioning and consumer perception. The report analyzes the iPhone X's brand, exploring its impact on consumer behavior and market coverage. Additionally, it offers strategic marketing recommendations aimed at enhancing the product's market presence and attracting a broader customer base, emphasizing the importance of innovation and service offerings to maintain the brand's appeal. The report uses concepts learned in a consumer behaviour course. The report concludes with a discussion of the importance of the marketing mix and the understanding of consumer behaviour for product success.

RUNNING HEAD: HUMAN RESOURCE MANAGEMENT 0
APPLE
Human Resource Management
Organizational Behavior Concept
7/16/2018

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Contents
Introduction..............................................................................................................................2
Elements of marketing mix.......................................................................................................2
Concept of organizational behaviour and implementation of it on Apple’s iPhone X..............3
Recommendations for the betterment of the Apple iPhone X.................................................5
Conclusion................................................................................................................................5
References................................................................................................................................6

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Introduction
In the today’s world, marketing of a product plays a very important role in the success
of the product. The product cannot make its standing in the market without its promotion or
marketing it in the market until and unless it is the product of a well-known brand. Therefore,
to build the strong market standing of the product, the organizations have to implement the
different marketing strategy, which can help in the successful launch of the product (Byrne,
2016). In the below study, in order to understand the better techniques and strategies for the
success of the product the theories and concepts are explained; such as, elements of
marketing mix, concepts of organizational behaviour and its implementation on Apple
iPhone X. The recommendation for the betterment of the product is also explained in the
study.
Elements of marketing mix
Marketing mix is the mixture of the several plans and ideas, which are followed by
the representatives of the marketers in order to promote a particular product or brand.
Similarly, Apple analyses the marketing mix of its brand/company by using the 4Ps and the
marketing strategies:
Product: The goods manufactured for the final use are termed as products. Mostly
iPhone comes with new product every year like iPhone X this year. In other cases,
introducing new product leads to cannibalization, but in case of iPhone, the price of old
product attracts the different segment of customer.
Price: In order to find an X factor and invest in its R&D the cost of the iPhone
increases as a part of marketing mix. Only few loyal and target customers gladly accept this
price strategy (Aghaei, Vahedi, Kahreh & Pirooz, 2014).
Place: iPhone consist of a strong place and distribution strategy through its I-stores,
which are the Apple owned stores, independent stores in which the iPhones are kept with the
retailers along with other mobile phones, online, after sales service, and so on.

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Promotion: In order to promote the new product Apple also introduces a new tagline,
which promotes the brand itself. The most used social networks such as Facebook, YouTube
are the platforms used by iPhones to promote the product (Khan, 2014).
Concept of organizational behaviour and implementation of it
on Apple’s iPhone X
The interaction of people within the groups is the study of organizational behaviour.
Generally, in order to create the efficiency in the business organization this study is applied.
The concepts of organizational behaviour in context of the product are explained below:
Perception: There are always different perceptions of anything as every coin has two
side heads or tails. Everything can have its positive or negative impact of it, in the similar
way; in the case of a product people make different perceptions by observing and listening.
The perception of the people justifies their point of view for different things. This may also
differ from the different income range of the people. In this respect, people owing Apple’s
iPhone X thinks that it is a way to represent their status symbol (Kinicki & Fugate, 2016).
Irrespective of its high prices, people demand it much and it leads to increase in the price of
the phone launched. On the other hand, the people who cannot afford to buy Apple iPhone X;
it somewhere leads to the psychological impact on the mind of the people and leads to the
feeling of inferior complex. This mindset of people shows that the demonstration effect in the
market prevails at a very high range (Huang & Sarigöllü, 2014).
A person as whole: As it is implied that the brain or skill of the person cannot be
employed, one has to employ the person as a whole. The background and knowledge helps in
generating the skills of the employees or the individuals. As the emotional conditions are
inseparable from physical conditions in the similar way the professional, life is inseparable
from the personal life of the individual (Miner 2015). Therefore, function the functioning of a
human being is not specific feature of the humans. In the context of above concept, only
manufacturing the phone, which is of high range, should not be the aim of Apple. Likewise,
emotions are inseparable from physical condition in the similar way the organization cannot
separate the customers who are willing to buy the phone but are not able to do so due to its
unaffordability. In that case, it is the responsibility of the company to manufacture the
phones, which can be accessed by the customers of every scale, if it wants to increase its

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market standing and make it stronger, it has to attract more and more customers (Pinder,
2014).
Social system: Social systems on the part of the organization do not only leave the
positive impact on the standing of the organization but it also attracts the customers in favour
of the organization. The organizations, which are more, involved in social work get more of
emotional connect with the market. It is complete responsibility of every organization to get
in connect with other customers, firms, the world outside, its employees, it encourages the
every individual in a positive sense. The social system is generally of two types formal and
informal. In formal social work, people working in the organization form a group among
themselves, which belong to the similar club, is considered as formal social system (Hogg &
Terry, 2014). For example, a party after successful completion of project, this helps the
employees to know each other in a better way and to build more healthy relations. The
informal social system says about the group of people, friends socializing freely with others,
enjoying, chilling, or partying at the birthday parties. To execute these kinds of systems the
organization needs to be more flexible with its policies and programmes so that the
employees could feel a bit free and enjoy. Because sometimes, it is not necessary that the
organization always concern about its market standing and the products because, the
employees of the organization are the biggest asset of the organization (Vivek, Beatty, Dalela
& Morgan, 2014).
Mutual interest: In the today’s corporate world, no transaction takes place without
the mutual interest of both the parties. In the similar way, every organization needs people
and people needs organization in order to get prosperity and survive in the market. Without
the knowledge and skills of the employees and application of their innovative ideas, the
organization cannot run its business. It is the mutual understanding between the employees
and organization, which help in achieving their respective objectives (Rahim, 2017). For
example, when people in the bank deposit the money, bank provides loan, interest on that.
Similarly, when the interest of the customers collaborates with the organization, it helps in
the improvement of market value or standing of the particular product or the brand. In the
same way with Apple, if the customers are showing their interest in the particular model like
iPhone X, the company will manufacture the particular model and will sell at higher price;
which will not only increase its net worth but it will also be able to gain more of customer
trust (Podsakoff, MacKenzie & Podsakoff, 2016).

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Recommendations for the betterment of the Apple iPhone X
Instead of only focusing on introducing new sets of hardware, Apple should enter into
the market of providing services, and come up with more innovative techniques, as it came
with wireless charging facility. It will attract the interest of the people interested in
innovations and more of high technological advancements.
Along with introducing the service line, in order to increase the existing product range
Apple being the most trustworthy brand should come up with rapid innovative process of
products, which will also help it to attract the new bunch of customer of every income group.
Conclusion
By studying the tools of marketing mix, it is clear that, in order to introduce a new
product, it is important to fulfil those four elements of marketing mix. However, along with
this, it is important to know the action and reaction of the people on the particular product it
is important to study the concepts of organizational behaviour. These concepts studies about
the impact of the product on the market and its market coverage. In the above study, the
implementation of concept of organizational behaviour on Apple depicts the market coverage
and customer base of Apple in the market.

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References
Aghaei, M., Vahedi, E., Kahreh, M. S., & Pirooz, M. (2014). An examination of the
relationship between services marketing mix and brand equity dimensions.
Procedia-Social and Behavioral Sciences, 109, 865-869.
Byrne, B. M. (2016). Structural equation modeling with AMOS: Basic concepts,
applications, and programming. United Kingdom: Routledge.
Hogg, M. A., & Terry, D. J. (2014). Social identity processes in organizational
contexts. United Kingdom: Psychology Press.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome,
brand equity, and the marketing mix. In Fashion Branding and Consumer
Behaviors. New York : Springer, 113-132.
Khan, M. T. (2014). The concept of'marketing mix'and its elements (a conceptual
review paper). International journal of information, business and
management, 6(2), 95.
Kinicki, A., & Fugate, M. (2016). Organizational behavior: a practical, problem-
solving approach. New York: McGraw-Hill Education.
Miner, J. B. (2015). Organizational behavior 1: Essential theories of motivation and
leadership. United Kingdoms: Routledge.
Miner, J. B. (2015). Organizational behavior 4: From theory to practice. United
Kingdom: Routledge.
Pinder, C. C. (2014). Work motivation in organizational behavior. United Kingdom:
Psychology Press.
Podsakoff, P. M., MacKenzie, S. B., & Podsakoff, N. P. (2016). Recommendations
for creating better concept definitions in the organizational, behavioral, and
social sciences. Organizational Research Methods, 19(2), 159-203.
Rahim, M. A. (2017). Managing conflict in organizations. United Kingdom:
Routledge.

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Vivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M. (2014). A generalized
multidimensional scale for measuring customer engagement. Journal of
Marketing Theory and Practice, 22(4), 401-420.