Marketing Principles and Practice: Case Study Analysis of Apple

This case study examines Apple's marketing strategies, focusing on its iPhone and iPad products. It begins with an introduction to marketing's role in business, emphasizing the need for effective marketing mixes. The literature review covers the role of marketing strategies, marketing concepts in daily operations, key marketing terminologies, the relationship between marketing functions and other areas, and consumer buying decisions. The study analyzes how Apple utilizes marketing to understand consumer needs, develop high-quality products, and maintain a strong brand image. It discusses various marketing concepts such as product orientation, sales orientation, and production orientation, highlighting their impact on business operations. The case study further explores the influence of marketing on product development, pricing strategies, and overall business objectives. It emphasizes the importance of ethical marketing practices and the impact of consumer behavior on business performance. The study concludes by summarizing the key findings and the significance of effective marketing in Apple's success.

CASE STUDY APPLE

Table of Contents
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW................................................................................................................1
a. Role of marketing strategies...............................................................................................1
b. Marketing concepts and principles in daily business operations........................................2
c. Key marketing concepts and terminologies........................................................................3
d. Relationship between marketing functions and other functional areas..............................4
e. Consumer buying decision.................................................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the essential part of business unit. In the modern ears companies have to
face issue in sustaining in the market for longer duration. For that companies pay attention on
promoting their products top mass audience and gaining their attention (Armstrong and et.al,
2015). This supports entities in attracting consumers and increasing its sales volume. Present
study is based on Apple which is the international brand. Apple's iPhone is in high demand. It is
essential for the CEO to implement effective marketing mix techniques in order to launch the
product in the market in significant manner. Current study will review literature on marketing
strategies and conceptual framework. It will explain consumer buying behaviour and factors that
influence buying decision of individual.
LITERATURE REVIEW
a. Role of marketing strategies
As per the view of Khattri and Prakash, (2016) business profit is highly depended upon
marketing of the firm. Marketing department plays significant role in promotion the firm across
the world and making relationship with mass audience. Marketing now a day does not seen as
commercial channel but it considers as one of the major part of business unit. It helps the firm in
identifying needs of clients and providing them products accordingly. For example Apple
conducts deep market research. Every year entity spend huge amount in its research and
development department so that \information about market, needs of consumers, latest
technologies can be collected. On the bases of this information entity makes changes in its
production process. This is the result that Apple has become able to provide such high quality
iPhone and iPad to consumers. For these products consumers are ready to pay huge amount.
Dahlstrom, Walker and Dziuban, (2013) stated that marketing plays role of
communicator between firm and customers. Through social media and advertisement entity
circulate information to the buyers. This supports in making effective communication with the
users and making them aware with the benefit of products for them. Social media marketing,
networking sites, email marketing etc. are various techniques that are now-a-days use by most of
the organization. Companies use Facebook, Twitter in order to coordinate with the users.
Through these sites firms make the people aware with the benefit of products. On these sites
people can give their own reviews as well that helps in analysing errors in the process and
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company take action to improve lacking points. Marketing is the biggest factors that supports the
firm in increasing revenues of the business.
Marketing strategies plays significant role in the success of business unit. It always try to
gain attention of mass people and make them loyal towards the brand. It communicates message
of the company to end users and influence their choice. By this way more people like to buiy
products and services of organization.
b. Marketing concepts and principles in daily business operations
As per the view of Gronroos, (2016) marketing is the activity of business and the process
that helps the firm in circulating message and delivering information to consumers in effective
manner. It is the tool that helps the organization in making effective communication with
potential buyers and making them positive towards the brand. Marketing is considered as
ongoing communication activity that educate people about products of the firm and develops
strong relationship with them. Corporations try to find out needs of consumers through
marketing activities and try to provide them satisfactory products. Strauss, (2016) argued that
market orientation is the philosophy of company in which entity pay more attention on needs of
buyers and try to fulfil their desires by offering them satisfactory products and services. Product
orientation is one of the major element of marketing. Traditionally firms were focusing on their
own benefits but in the modern era companies pay more attention on consumers. Now they run
their business by implementing customer centric approach. In the product orientation entities
believe that they have to provide high quality products to consumers so that they feel happy and
retain in organization for longer duration. For example Apple concentrates on product orientation
strategy. It manufactures its products with high quality. Iphone and iPad are the most popular
products of the Apple that are in high demand. Company aims to provide high value products to
consumers against their paid money. Thus, it implements the latest technologies so that it can
enhance quality of its products to great extent. Companies believe that if they are able to offer
consumers superior quality products then automatically people will like its products and will
frequently buy it. McDonald and Wilson, (2016) stated that product orientation have the major
problem that in such orientation companies have to manufacture products by considering needs
of consumers because if entities are unable to fulfil desire of clients then it may fail to sell its
products. This may give huge loss to the business unit.
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Each firm has to first identify needs of market and accordingly it has to produce products
and services. If it fails to identify needs of market then it would not be able to satisfy consumers.
It plays significant role in daily production process. By this way company manufacture high
quality products that can satisfy consumers and can make them positive towards the brand.
According to Fortunato, (2016) sale orientation is the major marketing approach that
concentrates on selling of products rather than meeting needs of consumers. It is the traditional
approach that was implemented by entities in traditional era. But in the modern era if companies
adopt such approach then it may create issue in their sustainability to great extent. They produce
products without looking at needs of clients and without conducting market research. An
effective marketing strategy defiantly requires in-depth research about market and needs of
consumers so that entity can offer then products as per their requirements.
Company has to provide high quality services to customers, marketing helps in dealing
with clients well and making changes in daily operations in such manner that can satisfy
consumers. For example Apple has made changes in its technologies and have produced advance
sensor phone. This has made the firm the leading brand in this industry. Through marketing
company has gathered information regarding needs of consumers and have modified its
operational process. This has supported the firm in gaining high profit.
On other hand Werner, (2013) stated that production orientation is the conceptual
framework of marketing in which entities try to reduce production cost by increasing production.
It is the type of orientation which explain that mass produce can reduce unit per cost. By this
way firms can become able to manufacture goods at lower rates and can offer goods to the
consumers at minimum prices. Alcock and Baig, (2014) argued that In the production orientation
business avoid efficiency process because it impacts on designing and quality as well. As in the
production orientation firm avoid efficiency thus, entities fail to offer high quality products to
consumers this decreases satisfaction level of consumers to great extent.
c. Key marketing concepts and terminologies
As per the view of Davenport, (2013) marketing is the tool that supports in expansion of
business unit and its branding. Whenever firm plan to expand its business across the world then
entity take support of marketing framework. Through marketing it conducts research on the
market in which it wants to go. Through social sites companies try to identify needs of costumers
and market its products before launching its products into the new market. This is the best
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strategy that supports business units in enhancing brand image of the organization and expanding
its business across the world. Kellermann and Jones, (2013) stated that marketing is the great
tool but many risks are associated with the marketing. If entity fails to market its products
properly then it can create confusions in the mind of users and it may spoil brand image of the
firm as well.
For example main objective of Apple is to expand its brand across the world and enhance
satisfaction level of clients. For that entity is promoting its brand by using effective marketing
strategies. Iphone and iPad are the new products of Apple so cited firm definitely needs to make
the people aware with the features of these new products. Use of social networking sites is
beneficial tool for the firm in enhancing brand awareness and making people aware with the new
products. By this way company will be able to increase sales of its new goods and it will be able
to enhance its revenues as well. Mullin, Hardy and Sutton, (2014) argued that marketing supports
the firm in accomplishing their goal and objectives. Companies are required to use ethical words
and promote their products in ethical manner so that it does not hurt any culture and community.
If it happens then it may impact negatively on the brand image.
d. Relationship between marketing functions and other functional areas
According to Olteanu and Curmei, (2014) marketing influence daily business operations
of the organization to great extent. It impacts on product development and pricing strategy of the
business unit. As through marketing entities realise the needs of consumers and competitors
strategy. That supports the firm in making changes in range of products and pricing as well. If it
is identified that particular products has low demand then firms make decision to stop producing
such products and introducing new products in the market that can enhance interest of
consumers. For example Apple' s products are high in demand but still people have become
used to from its products for that entity has recognized to make changes in products and have to
introduce new products in the market. For that it has made iPhone an ipad. Both these products
of cited firm has amazed the people and have attracted them towards the brand. Şerban, (2014)
..argued that pricing impact on the mind of consumer to great extent. If they are getting high
quality products at high rate then they feel satisfied but if price of products is high but quality of
product is low then people will not like to buy such material. Thus, marketing supports in
analysing the behaviour of clients accordingly company makes changes in its pricing strategies.
Through marketing companies take feedback from the consumers. That aids in identifying n
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opinion of them for products and services of business unit. By this way entity make strategy to
implement innovative ideas through which it can resolve its problem and can raise satisfaction
level of consumers.
If marketing of the company is not appropriate then marketing manager will get failed to
communicate needs of the consumers. In such condition production department will not be able
to produce goods and services as per their requirements of consumers. Furthermore, if marketing
department fails to gather market information then company will not be able to identify new
technologies in the market. This may create problem for the firm in conducting operations
smoothly and resolving companions of the customers. If marketing department is working well
then it will help sales function in contributing well in increasing profit of the business unit.
e. Consumer buying decision
As per the view of Armstrong and et.al, (2015) consumers are the key plays, they can
influence overall business activities to great extent. If people are satisfied with the brand then it
helps the firm in increasing its revenues but if clients are not satisfied then overall sales and
profit of business get decreased. Thus, consumers hold high power and they are able to influence
overall performance of corporation. Consumers purchase decision are depended upon their
willingness to buy and their purchase abilities. If any products wanted to be purchased by them
then they do not look at the prices but if they are not willingly buy any goods then they look at
its price, quality and compare the product with other competitors. On other hand incomes matters
a lot, if individual have adequate financial resources then they can easily make their decision of
purchasing if they like the product but if they have not enough money then they have to
compromise with their choice. These are the major factors that influence buying decision of the
buyers.
Gronroos, (2016) stated that consumer buying behaviour always reflects their interest and
choice. Internal and external factors impact on their decision making process to great extent. If
economic condition are getting changed and if there is high inflation and people do not have
adequate employment opportunities. In such condition people do not prefer to spend high amount
to buy any product. They spend their money only such material that can fulfil their basic needs.
Changes in economic condition influence decision of the person as well. On other hand if there is
strong economic position then they willingly make decision to purchase any goods and services.
Apart from this if competitors are offering high technological products to the clients then they
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buying behaviour may get influence. For example Apple uses high technologies in its products as
compare to other competitors such as Samsung etc. In such condition people like to pay for high
valued products rather than common products. That is the main reason that demand of Apple's
products are increasing day by day.
According to McDonald and Wilson, (2016) income, life style, age, occupation are the
major personal factors that influence buying behaviour of individual. Old age people do not like
to spend high amount to buy any products but young people like to advance technologies thus,
they prefer such products which are unique and trendy. Lifestyle impact on the decision of
individual. International consumers have different needs as compare to local consumers.
Company understand desires of each country people and accordingly offer them products and
services. Ipad, iPhone are in high demand in UK but now in India demand of such products are
rapidly increasing. They like to buy these items and they are ready to pay high amount for these
products. Dahlstrom, Walker and Dziuban, (2013) argued that online and offline are two main
modes to buy any product and services. Earlier people were used to purchase any material from
retail stores only they dis not know about online buying methods. But development in
technologies and use of internet have make them aware with the benefit of buying online. Most
of the people still are preferring to purchase offline. Because they believe that offline purchase
gives them benefit to replace the goods immediate if it has any issue. But in online purchase
sometimes they do not get desired goods. Khattri and Prakash, (2016) argued that online
purchasing has created fear in the mind of consumers because of increasing fraud. Most of the
companies are engaged in E-commence business, they are offering products online. These online
products are cheaper as compare to retail stores. In such condition consumers like to buy these
items online. They get facility of free delivery and it saves their time as well. Şerban, (2014)
stated that online mode of purchasing is nor safe because of fraud. In online purchasing people
have to pay amount to the firm through net banking or through debit/. That records their personal
and confidential information and increase chances of misusing these detail. Most of the people
have faced this issue where they have entered their card number to pay for their purchased
material and later on they get call to share their OTP. This has make fraud thus, it decreases trust
of them from online purchasing.
As per the view of Alcock and Baig, (2014) consumer decision making process through
which individual evaluate produce and services of any entity. Many people do not look at the
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attribute of the firm, they just make purchase because they are emotionally attracted with the
firm. Purchase decision of the person are depended upon emotional and situational needs of the
person. Each person has different needs thus, company has to evaluate their needs and
accordingly offer them products and service. It is the ways through which companies can satisfy
clients and can retain them in organization for longer duration.
Mullin, Hardy and Sutton, (2014) argued that consumer purchase decision has various
steps. It describes the journey of the person to select any product. In the first phase individual
identify their needs and on the bases of need recognition they make decision to purchase any
product. It is most essential step of customer decision making process. Their needs may get
affected because of various factors such as personal, cultural etc. One need has been recognized
then people collect information about the products and its competitors. They look at the products
that can satisfy their needs. Their buying behaviour can get affected by internal and external
business environment. Visual adds of products, other competitors products etc. influence the
mind of clients to great extent. Once they have collected all information about the product then
they evaluate alternatives. Same products is being evaluated and compared with same products
of other firms. They compare different products, brand before making their final choice to buy
any item. Attitude of customers highly influence their buying decision. After evaluating the
products and comparing it with other companies, individual finally make choice to purchase
product and services of particular company. Final decision are depended upon feedback received
by others. If friends and peer group have given positive feedback for particular items then they
make their final choice for the goods but if peer group has given negative feedback then it
influences their decision. After purchasing post purchase behaviour stage comes. In which
individual reflects their experiences whether they are satisfied with the product or the brand or
not. If they are satisfied then they give positive reviews to others as well but if they are not
satisfied then they spread negative publicity of the company.
All these phases are going through in the purchase decision making process of
consumers. By going through all these stages individual finally buy any products. Buying
decision of consumers impact on business unit to great extent. For example Apple provides
valuable products to consumers and satisfy needs of them. That is why people are giving positive
reviews about its products and they are taking interest in buying its mobile phones. This impact
positively on the business unit. It helps the firm in attracting more consumers and retaining them
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in the organization for longer duration. Decision of the individual help the firm in analysing their
market postilion, effectiveness of products and its services. By this way entities can make
modification in its process so that it can satisfy needs of consumers to great extent. Each small
and big firms concentrate on the phases of consumer decision making and make its products in
such manner so that it can satisfy their needs. That helps the firms in gaining high success and
sustaining in the market for longer duration.
CONCLUSION
From the above report it can be concluded that marketing is the significant element that
impacts on the overall performance of business unit to great extent. Product orientation is
considered as effective approach because company concentrates on improving efficiency of
products so that it can satisfy needs of consumers to great extent. Personal, cultural are many
factors that impact on decision making process of clients. Companies have to concentrate on
ethical marketing so that it can promote its products in right direction and can attract more
people towards the brand.
Recommendations
 Apple needs to take support of social media marketing in order to promote its iPad and
iPhones in the market. Use of social media marketing will help the cited firm in making
mass audience aware with new products of Apple and will be able to influence their
decisions.
 Apple should concentrate on segmentation and should promote its product by using
ethical words. This can enhance its brand image and it will be able to enter into the
international market as well.
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REFERENCES
Books and Journals
Alcock, G. and Baig, A., 2014. Introduction to Product Development and Market Entry.
In Marketing Cases from Emerging Markets (pp. 89-91). Springer Berlin Heidelberg.
Armstrong, G. and et.al., 2015. Marketing: an introduction. Pearson Education.
Dahlstrom, E., Walker, J. D. and Dziuban, C., 2013. ECAR study of undergraduate students and
information technology. 2013.
Davenport, T.H., 2013. Process innovation: reengineering work through information technology.
Harvard Business Press.
Fortunato, J. A., 2016. The FIFA Crisis: Examining Sponsor Response Options. Journal of
Contingencies and Crisis Management.
Gronroos, C., 2016. Service Management and Marketing: Managing the Service Profit Logic.
John Wiley & Sons.
Kellermann, A.L. and Jones, S.S., 2013. What it will take to achieve the as-yet-unfulfilled
promises of health information technology. Health Affairs. 32(1). pp.63-68.
Khattri, V. and Prakash, O., 2016. Role of Semiotics in Interpreting Brand Elements. Amity
Business Review. 17(2).
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Mullin, B. J., Hardy, S. and Sutton, W., 2014. Sport Marketing 4th Edition. Human Kinetics.
Olteanu, V. and Curmei, C. V., 2014. Relationship Strategy–Marketing Programs within Small
and Medium-Sized Enterprises. International Journal of Economic Practices and
Theories. 4(2). pp.281-287.
Şerban, S., 2014. From marketing to semiotics: The way to marketing semiotics. Journal of Self-
Governance and Management Economics. 2(2). pp.61-71.
Strauss, J., 2016. E-marketing. Routledge.
Werner, T. R., 2013. Tangy Temptation: McDonald’s and Marketing to a Foodie World.
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