Marketing Report: Apple iPhone - Market Research and Analysis

This report provides a comprehensive analysis of the marketing strategies employed by Apple for its iPhone product line. It begins by defining key marketing concepts and activities, emphasizing the role of marketing in driving business growth and customer satisfaction. The report then delves into market segmentation, illustrating how Apple identifies and targets specific customer groups. It examines the marketing mix (product, price, promotion, and place) in the context of the iPhone, highlighting how each element contributes to the product's success. Furthermore, the report explores the aims and methods of market research and analysis, identifying suitable techniques for Apple. It discusses various marketing tools and their applications, focusing on e-marketing strategies like SEO, personal marketing, social media marketing, and email marketing. The report also addresses how companies, specifically Apple, maintain their online brand image. Finally, it presents a market research approach using surveys and questionnaires to identify market opportunities for the iPhone, and concludes with a summary of findings and recommendations. The report references several academic sources to support its analysis.

Marketing Principles and
Techniques

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY.........................................................................................................................3
1.1 Define marketing and diverse activities that are been followed by the firm to promote a
good marketing approach.......................................................................................................3
1.2 Explain market segmentation as a tool to identify customers. Give examples of the
different market segments your business attracts...................................................................4
1.3 explain the marketing mix and apply it to your products.................................................4
2.1 Explain the aims of research and market analysis...........................................................5
2.2 Describe market research methods and identify the most suitable for your organisation5
2.3 Outline the market analysis tools that can be used...........................................................6
TASK 3............................................................................................................................................6
4.1 Describe the method used to e market the product and services......................................6
4.2 how companies manage to maintain the online image.....................................................7
TASK 4............................................................................................................................................7
3.1 Use the market research method to identify the market for the product and service......7
3.2 Interpret the findings of market research and analysis.....................................................8
3.3 Present findings to marketing team..................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES ...............................................................................................................................9
Books and journals.................................................................................................................9

INTRODUCTION
The marketing is the major activity that is been followed by the firm that helps in the
good rise in the operations that helps in the rise in the effectiveness in the growth and operations
of the actions and the operations that are been followed by the firm. The marketing will help in
the development of the positive perception that help in good management of the business
operations and activities that will help in the better rise in the customer satisfaction level that will
help in the effective and good rise in the customer satisfaction level. For the report, iPhone from
Apple Inc. is been taken in the context (McClements, 2015). The report will cover the basic
concepts of marketing and the diverse activities that are followed by the organisation. The
market segmentation and marketing mix approach is been analysed. The importance of the
marketing analysis and various market research methods are been discussed. Also, the marketing
research tools are been analysed. Other than this, the concepts of e Commerce are been analysed
its impact on the brand image of the firm is been analysed. The market analysis techniques are
been taken in consideration and other than this, a market research is been presented to get the
proper handling of the business activities.
MAIN BODY
1.1 Define marketing and diverse activities that are been followed by the firm to promote a good
marketing approach.
Marketing is the process of promoting the high quality products and services that are
been manufactured by the firm that helps in a good rise in the customer satisfaction level and
further leading to the generation of the high amount of revenue (Graber and et.al.., 2016). The
firm will help in the effective management of the high level of the products and services that will
help in suitable rise in the customer satisfaction and brand image of the firm.
Various operations are been followed by the firm that will help in the good growth and
execution of the promotional activities that will be provided by the cited firm. Some major
activities that are been followed by the firm are:
 Advertising: it is the promotional approach that is been taken in the consideration by the
organisation that help in good rise in customer satisfaction and meeting of the targeted
goals in a much effective and better way. This will support the showcasing of the
features and qualities of the products and services that are been offered by the firm.
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 Personal selling: In this the vendor sales the product and services which is been
manufactured by himself to the customers on his own.
 Direct marketing: this is the extended approach of personal selling and involves the
offering of the product and services directly to the customers in return of the capital and
revenue.
1.2 Explain market segmentation as a tool to identify customers. Give examples of the different
market segments your business attracts
Market segmentation is an approach that involve the selection of an specific segment of
the market and thus will help in good rise in the customer satisfaction level. It involves the
effective handling of the business operations and actions that will help in the superficial growth
and development of the business organisation (McClements, 2015). The market segmentation
helps in the good rise in the customer satisfaction and meeting of the targeted goals that supports
an effective rise in customer satisfaction level. Some major market segmentation approaches are:
Behavioural segmentation: involves the assessment of how the product will be used and what
benefit will it have on them.
Demographic segmentation: it is based on the age race and ethnic background of the
customers. This will add preciseness to the purchasing by the customer.
Geographic segmentation: this segmentation is been held on the nationality or the geographic
location of the organisation and its customers.
Psychographic segmentation: it is based on the customers perceptions and valuation that is
been hold by the organisation.
1.3 explain the marketing mix and apply it to your products.
The effective marketing mix helps in the good rise in the customer satisfaction and
meeting of the targeted goals. A good marketing mix will help in effective growth and
development of the organisation, helping it to get proper and suitable revenue generation (Serrat,
2017). The marketing mix of the cited business enterprise is as follows:
 Product:it is the most important commodity and is been taken in consideration by the
enterprise to improve its performance. It can involve the good or a service offered by
company.
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 Price: it is the most crucial factor that decide the selling and purchasing of the product
or services from an organisation.
 Promotion: effective promotional videos are to be handled that helps in the good
management of the operations that will help in developing a good perception about the
product in customers mind (Lees-Marshment, 2014. ).
 Place: this is required to be taken in effective consideration by the organisation that will
help in good rise in the customer satisfaction that will support a good accessibility of
customer for company.
2.1 Explain the aims of research and market analysis
The major aim of the market research and analysis is that it helps in good rise in the
customer satisfaction level that help in good rise in effectiveness of the firm. A good market
research will help in better rise in customer satisfaction and meeting of the targeted goals and
objectives that are been set by the business organisation for better growth and development.
Besides this a good market research will help in identification of the proper management of the
business operation in the organisation.
On the other hand, the the market research will help in the good rise in the compatibility
and meeting of the targeted operations that will help in good rise in the customer satisfaction
level. Other than this, it will help in good rise in the knowledge about the actions and the
activities that are been followed within the firm. This will help the firm to grow and develop in a
better way and meet the customer satisfaction level.
2.2 Describe market research methods and identify the most suitable for your organisation
Various market research methods are been taken in consideration that will help in the
good rise in the customer satisfaction level and thus facilitates a good growth of the business
organisation (French and Russell-Bennett, 2015). Some of the major marketing research method
that are been followed by the organisation are:
 Surveys: this involve the close ended questions that will help the user to choose from the
good handling of the business operations that will help in developing of the better insight
about the needs of customers.
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 Questionnaire: this involves the set of questions based of the targeted operation that are
been followed by the organisation that will help in effective rise in customer satisfaction
and imparting of the knowledge and better insight.
 Interviews: this are one to one interactions that help in suitable management of the
business operations and meeting of the business operations in a better way. This helps in
gaining the personal opinion of the person over a product or service in a market (Nowak,
and et.al., 2015).
For the current organisation , the methods of the survey and questionnaire will be
beneficial.
2.3 Outline the market analysis tools that can be used.
Various marketing tools are are been analysed by the firm that will help in the good rise
in the customer satisfaction level and better gathering of the data from the marketing process.
Some effective marketing tools that can be analysed and evaluated are:
 Mixpanel: this is the marketing data collector that help in the good rise in the operations
and meeting of the operations that are been followed by the organisation that will help
in gathering marketing data from mobile ans PC's.
 Adword Grader: it helps in gathering the data based on the variables and thus help in
effective rise in the operations and actions and meeting of targeted actions and activities
that are been followed by the organisation.
 Formisimo: it effectively uses the online databases to get the appropriate data that will
help in good rise in the customer satisfaction level and meeting of the business operations
and develop a better insight about the operations and meeting of the targeted goals and
objectives.
TASK 3
4.1 Describe the method used to e market the product and services
The e marketing or online promotional approach helps in the good rise in the effective
promotional capacity of the organisation (Tatlow-Golden and et.al., 2017). This will help in the
effective handling of the operations that helps in good rise in operations capability and meeting
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of the targeted operations and thus will help in good rise in effectiveness of the organisation.
Some major e market methods used to promote product and services are:
 Search engine optimisation: also known as SEO, it helps in keeping the advertisement
and the website link of the organisation on the online search, facilitating the good
connectivity with customers and revenue generation (Batini and Scannapieco, 2016).
 Personal marketing: this involve the promotion of the goods and services that are been
offered by the organisation on the personal level and thus is quite effective and requires
to be handled with caution and high skills.
 Social media marketing: this involves the use of internet and social media platforms to
improve the market presence and promote the product and services in a better and
effective and efficient manner by connecting with customers.
 Email marketing: it involves the usage of the high number of emails that will help in
good rise in the customer satisfaction that helps in the good management of the business
operations and handling of the business activities and actions of the firm in an effective
way.
4.2 how companies manage to maintain the online image.
Maintaining of the brand image is very necessary and vital for the organisation. This will
not only help the firm to handle the requirement of the firm in a better way but also to promote
the services and other business activities in an effective way. This will not only help the firm to
met the operations and handling of the trade activities. Regular advertisement, social media
analysis and taking feedback is the medium to take to the proper idea about the customers
demand and maintain the brand image.
TASK 4
3.1 Use the market research method to identify the market for the product and service.
The market research method involving the use of survey and questionnaire will help the
firm to improve its performance and gain a good rise in customer satisfaction. This will help in
good rise in the customer satisfaction and meeting of the targeted goals and actions in an
effective way (Armstrong and et.al., 2014). It involves:
QUESTIONNAIRE
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Do you know about e commerce?
 Yes
 No
Do you find the e commerce approach to be beneficial for an organisation?
 Yes
 No
Is the use of e commerce operations will help the firm to improve their profitability?
 Yes
 No
Is the collaboration of cited firm with different e commerce sites have been beneficial?
 Yes
 No
Do it impacts on customer's purchasing behaviour?
 Yes
 No
Do you find e commerce approach beneficial for the Apple Inc?
 Yes
 No
Is e commerce approach good for the firm to improve the performance?
 Yes
 No
Which is more beneficial traditional marketing or e commerce approach?
What do you prefer? Traditional marketing or online marketing?
Is the employees of firm are well trained to manage the online trade operations associated
with firm.
 Yes
 No
Do the e commerce website improves customer satisfaction level?
 Yes
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 No
Is the use of appropriate market strategy will help in improving the core compatibility of
cited business entity?
 Yes
 No
Which has improved the sales of iPhone? Online selling or traditional selling.
Which is more beneficial? e commerce or manual purchasing?
What other measures can be taken except e commerce to promote iPhone?
3.2 Interpret the findings of market research and analysis
On the basis of the analysis process that is been followed, this can be said that market
research and analysis this can be said that the majority of the people associated with the firm
prefer the use of e commerce and online market place in order to get the goods or services that
facilitate a good rise in customer satisfaction and meeting of the actions that will help in the good
rise in customer satisfaction and a good market revenue for the firm (Stallings, 2016). The
interpretation of a cited business operations are as follows:
Do you know about e commerce? frequency
yes 6
No 4
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Interpretation: on the basis of analysis, this can be said that out of 10 respondents, 6 are aware
about e commerce tools while 4 employees were unaware about the e commerce apprpach
applied within firm.
Do you find the e commerce approach to be beneficial for an
organisation? frequency
yes 8
No 2
Interpretation: on the basis of data analysis, it can be said that among the 10 respondents, 8
believe that e commerce is good for a company while only 2 respondents denied the fact. Hence,
it can be said that the e commerce approach is good for a firm.
10
yes No
0
1
2
3
4
5
6
7
frequency
yes No
0
1
2
3
4
5
6
7
8
9
frequency

Is the use of e commerce operations will help the firm to improve their
profitability? frequency
yes 5
No 5
Interpretation: on the basis of data analysis, it is been found that out of 10 respondents, 5-5
each are either in favour of e commerce or is against the use of online selling.
Is the collaboration of cited firm with different e commerce sites have been
beneficial? frequency
yes 7
No 3
11
yes No
0
1
2
3
4
5
6
frequency

Interpretation: Based on the data evaluation, this can be said that among the 10 respondents, 7
agreed to the fact that the collaboration of Apple Inc. with e commerce sites have been beneficial
for the firm. On the other hand, 3 respondents are against the idea of collaboration of firm.
Do it impact on customer's purchasing behaviour? frequency
yes 8
No 2
Interpretation: Based on the data assessment, this can be said that out of 10 respondents of
research process, 8 agreed that e commerce impacts purchasing behaviour of customers. While, 2
respondents denied the fact.
12
yes No
0
1
2
3
4
5
6
7
8
frequency
yes No
0
2
4
6
8
10
frequency

Do you find e commerce approach beneficial for the Apple Inc? frequency
yes 7
No 3
Interpretation: after the research is been performed on impact of e commerce, this is been
found that 7 respondents feel it has been beneficial for Apple Inc. while 3 respondents disagrees
to the fact.
Is e commerce approach good for the firm to improve the performance? frequency
yes 7
No 3
13
yes No
0
1
2
3
4
5
6
7
8
frequency

Interpretation: According to the research process, out of 10 respondents at data investigation, 7
people feel that the use of e commerce is good for a company while 3 respondents deny the fact.
Which is more beneficial traditional marketing or e commerce approach? frequency
yes 8
No 2
Interpretation: out of the research process this is been found that among the 10 respondents of
the firm, 8 believes that the use of traditional marketing is good whole 2 respondents prefer
online marketing.
14
yes No
0
1
2
3
4
5
6
7
8
frequency
Traditional marketing online marketing
0
2
4
6
8
10
frequency

What do you prefer? Traditional marketing or online marketing? frequency
Traditional marketing 4
online marketing 6
Interpretation: based of the research this can be said that 4 out of 10 respondents at a research
process prefer the use of traditional marketing while 6 respondents prefer online purchasing of
goods.
Is the employees of firm are well trained to manage the online trade operations
associated with firm. frequency
yes 8
No 2
15
Traditional marketing online marketing
0
1
2
3
4
5
6
7
frequency

Interpretation: on the basis of research process conducted that can be said that among the 10
respondents at the firm, 8 agrees to the fact that the employees are well trained to use online
marketing tools while 2 individuals denied the fact.
Do the e commerce website improves customer satisfaction level? frequency
yes 7
No 3
Interpretation: on the basis of data analysis, this can be said that out of 10 respondents, 7
respondents agree to the fact that the online tools helps in improving customer satisfaction level.
Is the use of appropriate market strategy will help in improving the core frequency
16
yes No
0
1
2
3
4
5
6
7
8
9
frequency
yes No
0
1
2
3
4
5
6
7
8
frequency

compatibility of cited business entity?
yes 8
No 2
Interpretation: on the basis of the research process that is been followed within the firm, this
can be interpreted that out of 10 respondents, 8 agrees to the fact that the market strategy helps in
improving core compatibility of a business while 2 individuals denied the fact.
Which has improved the sales of iPhone? Online selling or traditional selling. frequency
Traditional marketing 5
online marketing 5
17
yes No
0
2
4
6
8
10
frequency

Interpretation: on the basis of the data analysis, this can be said that people are equally
supportive to traditional marketing and online marketing as both the terms received support of 5
-5 respondents each.
Which is more beneficial? e commerce or manual purchasing? frequency
e commerce 6
manual purchasing 4
Interpretation: On the basis of data investigation process that is been carried out, this can be
said that out of 10 respondents participating in research process, 6 individuals favoured that use
of e commerce while 4 individuals opted the manual purchasing.
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Traditional marketing online marketing
0
1
2
3
4
5
6
frequency
e commerce manual purchasing
0
1
2
3
4
5
6
7
frequency

What other measures can be taken except e commerce to promote iPhone? frequency
social media marketing 5
manual delivery 3
offers and discounts 2
Interpretation: on the basis of the data investigation process that is been carried out and
involving 10 respondents, this is been found that apart from e commerce, iPhone can be
promoted using social media marketing favoured by 5 respondents. 3 respondents preferred the
use of manual delivery while 2 opted for the use of various offers and discounts.
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social media marketing
manual delivery
offers and discounts

3.3 Present findings to marketing team
On the basis of market analysis and research, it can be said that the effective handling of
the business operations help in good rise in compatibility and customer satisfaction level. This
can be said that e commerce is beneficial for the organisation and meeting of the targeted
operations and meeting of the actions and operations in a better way.
CONCLUSION
It can be said that the use of E commerce and online marketing will help in better rise in
the customer satisfaction level and revenue generation that will help in good management of the
business activities. Various marketing tools and methods are been analysed and the proper
outcome are been presented in order to gain a good position in market and trust level of
customers, that will help in good growth and development of the firm.
Recommendation
On the basis of the data investigation and research process that is been carried out,
various measures and activities are been carried out. This helps in the proper planning and
meeting of the different operational requirements and other functions that are been taken in
consideration by the firm to promote iPhone. On the basis of outcomes, this can be said that the
firm is required to have a good marketing strategy and thus to carry out the planning of the
operations and actions that will help in suitable rise in effectiveness. Besides this, the people are
required to be made aware about the benefits of e commerce and online marketing approach.
This will help in effective growth of different business policies and actions that are been taken in
consideration by the cited firm.
This can be effectively evaluated using the 4 P's of marketing which are as follows:
Product: iPhone sis a good product and thus the firm has to look after the proper management of
the marketing activities to be followed by the organisation.
Price: iPhone is effectively priced in compare to the quality of service it provides. Thus, the
pricing factor will not affect it in much extent.
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Place: the product is easily available on Apple stores, other electronic retail stores and online
shopping websites. This increases its accessibility.
Promotion: the data is well promoted on its exclusive launches, advertisements and through
other mediums.
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