Analysis of Apple Inc.'s Marketing Tactics in the Australian Market

This report provides an in-depth analysis of Apple Inc.'s marketing tactics, focusing on the Australian market. It begins with an introduction to marketing principles and then examines Apple's approach to attracting customers. The report utilizes the 5C analysis framework (Company, Competitors, Collaborators, Customers, Context) to evaluate Apple's internal and external environment. It identifies Apple's target market for the iPhone, including demographic, geographic, and psychographic characteristics. The report explores Apple's market strategy, value proposition, and market positioning. It also details the marketing mix (product, price, place, promotion, people, physical evidence, and process) used by Apple. Furthermore, the report addresses challenges faced by Apple, such as customer behavior, limited physical presence, and pricing policies. Finally, it offers recommendations, including conducting extensive market research, establishing more stores, and focusing on pricing strategies. The report is supported by references to relevant sources, including Apple's official website and academic publications.

APPLE MARKETING
TACTICS

INTRODUCTION
• MARKETING IS AN ART AND SCIENCE OF EXPLORING, DEVELOPING AND
OFFERING VALUE TO SATISFY THE NEEDS OF A TARGET MARKET IN ORDER TO
ENHANCE SALES AND PROFITS
• IN THIS CONTEXT, THE FOCUS OF PRESENT STUDY WILL BE ON ANALYSING THE
CORE MARKETING TACTICS USED BY APPLE INC. IN ORDER TO ATTRACT TARGET
MARKET OF AUSTRALIA. TO GAIN CUSTOMER ATTRACTION, APPLE INC.
PROMOTES ITS PRODUCTS AND SERVICES IN MORE CREATIVE AND INNOVATIVE
MANNER WHICH EXPLICITLY DESCRIBES THE SPECIALTY OF THEIR PRODUCTS.

CONCEPT OF 5C
Context
Company
Customers
Collaborator
s
Competitors
5C ANALYSIS IS THE FRAMEWORK
TOOL WHICH IS USED FOR
ANALYSING THE INTERNAL AND
EXTERNAL ENVIRONMENT OF
THE FIRM.

MARKET RESEARCH AND INTELLIGENCE
• CUSTOMER SATISFACTION
• THREAT FROM COMPETITORS
• ROLE OF DISTRIBUTORS
• REVOLUTION ON THE BUSINESS
Market
research
tactics
Customer
satisfaction
Threat
from
competitors
Role of
distributors
Revolution
on the
business

MARKET
STRATEGY
Type of Segmentation Segmentation Criteria Apple Target customer for
iPhone
Geographic Region Australia and global
Density Urban
Demographic Age 15-50
Gender Males and Females
Life-cycle stage Both for bachelor and married
couples
Income High Earners
Occupation Professionals, College Students,
managers, executives and
businessman.
Behavioural Loyalty Hard core loyal towards
company
Personality Determined, ambitious
Benefits perceived Self-expression, advance
features, premium facilities and
technology
Status of User Both non and potential users
Psychographic Social Class Middle and Upper Class
Lifestyles Explorer, aspire, sporty,
resigned.
TARGET MARKET:
THE TARGET MARKET FOR APPLE
IPHONE INCLUDES PEOPLE WHO
PREFERS APPEALING DESIGN,
FEATURES, QUALITY AND
PERFORMANCE OF TECHNOLOGY.

CONT.
VALUE PROPOSITION:
APPLE FREQUENTLY REITERATES ITS VALUE
PROPOSITION IN THE COPY ABOUT ITS IPHONE
RANGE OF PRODUCTS. APPLE IN THEIR STATEMENT
STATES THAT EVERY IPHONE COMPANY
MANUFACTURERS OFFERS MORE THAN FEATURES
AND APPLICATIONS.

CONT.
MARKET POSITION
THE MARKET POSITION REFERS TO
THE STRATEGY WHERE FIRMS TENDS
TO PLACE ITS PRODUCTS IN ORDER TO
ALIGN IT WITH THE MARKETING MIX.

MARKET TACTIC
• PRODUCT
• PRICE
• PLACE
• PROMOTION
• PEOPLE
• PHYSICAL EVIDENCE
• PROCESS
Product
Price
Place
Promotio
n
People
Physical
Evidence
Process

CHALLENGES
• BEHAVIOUR OF CUSTOMERS: PEOPLE HAVE DISTINCT BEHAVIOUR, CULTURE
AND PRACTICES IN DIFFERENT COUNTRIES.
• LACK OF PHYSICAL PRESENCE: AS IT WAS IDENTIFIED IN ABOVE MARKETING
MIX, APPLE HAS ONLY 16 PHYSICAL OUTLETS IN THE AUSTRALIA.
• RIGID PRICE POLICIES: APPLE PREFERS TO FOLLOW SKIMMING PRICE STRATEGY
WHERE THEY OFFER HIGH QUALITY PRODUCTS AT RELATIVELY HIGH PRICE AS
COMPARED TO ITS COMPETITORS

RECOMMENDATIONS AND CONCLUSION
• CARRYING OUT EXTENSIVE RESEARCH: IN ORDER TO ANALYSE THE BEHAVIOUR
OF CONSUMERS IT IS RECOMMENDED TO THE MANAGEMENT OF APPLE INC.
• ESTABLISHING MORE STORES: AFTER CARRYING OUT MARKET RESEARCH,
MANAGEMENT CAN ESTABLISH MORE APPLE STORES IN DIFFERENT AREAS AND
TERRITORIES OF AUSTRALIA.
• FOCUSING ON PRICING STRATEGY: IT SECTOR IS EMERGING AND CONTINUOUSLY
DEVELOPING WITH THE DEVELOPMENT OF NEW ORGANISATIONS.

REFERENCES
• APPLE RETAIL STORES, AUSTRALIA. 2018. [ONLINE]. AVAILABLE THROUGH:<
HTTPS://WWW.APPLE.COM/AU/RETAIL/STORELIST/>
• JUREVICIUS, O., 2017. FULL ANALYSIS OF APPLE INC. COMPETITORS. [ONLINE].
AVAILABLE THROUGH:<HTTP://APPLEKNOWLEDGE.XYZ/APPLE-COMPETITORS.HTML>
• SHEWAN, D., 2018. 7 OF THE BEST VALUE PROPOSITION EXAMPLES WE’VE EVER SEEN.
[ONLINE]. AVAILABLE THROUGH:<
HTTPS://WWW.WORDSTREAM.COM/BLOG/WS/2016/04/27/VALUE-PROPOSITION-EXAMP
LES
>

CONT.
• KOTLER, P. AND ET.AL., 2014. PRINCIPLES OF MARKETING. PEARSON AUSTRALIA.
• RYAN, D., 2016. UNDERSTANDING DIGITAL MARKETING: MARKETING STRATEGIES
FOR ENGAGING THE DIGITAL GENERATION. KOGAN PAGE PUBLISHERS.
• OTTMAN, J., 2017. THE NEW RULES OF GREEN MARKETING: STRATEGIES, TOOLS, AND
INSPIRATION FOR SUSTAINABLE BRANDING. ROUTLEDGE.
• CHARI, S. AND ET.AL., 2017. ALIGNMENTS AND MISALIGNMENTS OF REALIZED
MARKETING STRATEGIES WITH ADMINISTRATIVE SYSTEMS: PERFORMANCE
IMPLICATIONS. INDUSTRIAL MARKETING MANAGEMENT, 63, PP.129-144.