An In-depth Marketing Analysis of Apple's Business Strategies

This report offers a comprehensive analysis of Apple's marketing strategies. It begins with an overview of the company's background, highlighting its product lines and global presence. The report then delves into a 5C analysis (Company, Customers, Competitors, Collaborators, Climate), examining Apple's internal strengths, customer base, competitive landscape, partnerships, and external environment. It explores how Apple gathers market information, including surveys and ethnographic research, and discusses the company's historical approach to market research. The report concludes by evaluating Apple's marketing mix (Product, Place, Price, Promotion), suggesting strategic adjustments to maintain its market position, including product diversification, rethinking distribution channels, and addressing pricing strategies to remain competitive in the evolving market. The analysis underscores the importance of adapting marketing strategies to changing market dynamics and competitive pressures.

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Table of Contents
Introduction..............................................................................................................................3
Company Background......................................................................................................................3
Apple and marketing.........................................................................................................................3
Apple 5C Analysis....................................................................................................................3
Company............................................................................................................................................3
Customers...........................................................................................................................................4
Competitors........................................................................................................................................4
Collaborators.....................................................................................................................................4
Climate...............................................................................................................................................5
How Apple collects market information................................................................................5
Developing a marketing strategy for Apple...........................................................................6
Conclusion.................................................................................................................................7
References.................................................................................................................................8

Introduction
Company Background
Apple Inc., also known as Apple, is an American based multinational company that designs,
manufactures and sells hardware, software and consumer electronics. Apple is famous
throughout the world for its vast variety of flagship line-ups, such as iPhone, iPad, iPod,
MacBook, Apple watch, etc. The company was founded by Steve Jobs, Steve Woznaik and
Ronald Wayne on April 1, 1976 and became the first American company to be valued over
US$ 700 Billion as of February 2015. Apple has almost 498 retail stores throughout the world
and had a workforce comprising of 116,000 employees during 2016 (Rawlinson, 2017).
The company has been able to establish a strong reputation in the worldwide market and also
amongst the gadget enthusiasts because of its high quality and unique products. Even though
Apple products are priced higher than most of the competitive products, the brand still enjoys
a large pool of loyal customers (Dougherty, 2010)
Apple and marketing
Apple is not just a leader in the industry when it comes to sales but is also a company that
wants to capture the market itself. The products and services designed by Apple are paving
the way for future devices, services and hardware. The company invests extensively in
gathering customer information from different sources and also in its marketing activities so
that it can experience a greater market reach and penetration. The company understands its
customers and is able to implement effective market strategies that can appeal to them.
Apple 5C Analysis
5C analysis is a strategic tool that helps in analysing the situation of a business or a company,
in order to identify problems for the purpose of research. It also helps in understanding the
internal and external environment of a firm. The five points covered in a situation analysis are
Company, Customers, Competitors, Collaborators and Climate (SMstudy, 2016). A situation
analysis of Apple is given below:

Company  Apple is the worldwide market leader when it comes to information
technology products and services. The company has been able to distinguish itself from its
competitors on the basis of quality, design and price as well. The reason that Apple products
are considered to be a status symbol can also be attributed to the fact that the products are
easily distinguishable and because of the high brand value that the customers attach to Apple.
Customers  The company enjoys a large pool of loyal customers throughout the world.
Products designed and manufactured by Apple are famous throughout the world and the
entire global population is a potential customer for Apple. The loyalty of the customers
towards the company can be judged from the fact that they are willing to pay any amount for
Apple products even if a competitive product with the exact same features are available at
half the price. The huge product line up offered by the company keeps the customers engaged
and the company experiences continuous sales throughout the year, which gradually rises
during the festive seasons.
Competitors  In the past few years, the global market has been experiencing entry of a
number of new brands, which are definitely posing a considerable threat to Apple.
Companies like Samsung, Micromax, Lenovo, Lava, Vivo, etc. are coming up with
innovative technology solutions and products that have a lot of potential and are also
attracting the customers. In developing countries, where the demand for smartphones is
relatively high, these companies are introducing competitive products at a price that is almost
three times lesser than the price of flagship products being offered by Apple (Investopedia,
2017). As a result, the sales of Apple is suffering a great deal because of new market entrants
and also because of its pricing strategy.
Collaborators Apple is a company that enjoys high brand value in the global market
and as a result, a lot of companies look to collaborate with Apple to gain market recognition
and a greater customer base. Apple has been teaming up with a number of companies in the
global market so that it can expand its business. Telecommunication companies like AT&T,
Vodafone, Verizon, Orange, etc. have been associated with Apple since a long time and have
helped the company in increasing its sales and reaching out to a greater customer base.
Furthermore, Apple has also collaborated with a number of other companies, such as Intel,
TPK Holdings, Foxconn Technology Group, Samsung, etc. (CNBC, 2011) These companies

are market leaders in their own industries and are providing a number of products and
services to Apple.
Climate  As Apple operates in the global electronics industry, it is vulnerable to a
number of internal and external environment factors, such as legal, environmental, social,
political, technological, etc. Its global presence makes the company vulnerable to the rules
and regulations set up by the governments of different countries, such as India and China, as
it outsources most of its manufacturing processes from these countries. Further, the labour
laws of these countries can also have an impact on Apple. Apple is also dependent on the
global technology environment (|, 2015). Due to presence of a lot of competitors, there are
new inventions taking place on a daily basis and Apple introduces its new product line-ups
only once in a year. Thus, Apple has to design such products that can sustain in the market
for an entire year and can compete with the competitive products in the longer run.
How Apple collects market information
Apple invests a lot of its resources in advertising and marketing research, which helps it in
collecting information about its customers, rival products, competitors and much more. First
of all, Apple conducts a monthly survey in which it tries to gain knowledge about the
attributes that is driving the customers to buy Apple products. The survey reveals country-by-
country data and is also conducted for each product separately. Using such surveys, the
company is able to gain knowledge about the features the the customers use the most in
Apple devices, demographic data about their customers and also about the level of customer
satisfaction with Apple products (Heisler, 2012).
Steve Jobs, one of the founder trio, in an interview, told the media that Apple has a greater
focus on developing products instead of focusing on market research. He was of the view that
the customer need to research the market for what they want and what is being offered and
their duty was just to offer innovative products and services. Later on, the myth has been
busted by a number of media sources (Spillers, 2012). It has also been discovered that Apple
uses ethnographic research methods and tried to identify consumer behaviour when they visit
Apple stores and interact with the staff (Flory, n.d.). Using ethnographic research methods,
the company is able to identify customer behaviour, buying patterns, preferences, usage
patterns, etc., which ultimately helps them in gaining information about the market and also
about the customers.

Developing a marketing strategy for Apple
Apple is a company that has gained worldwide market success because of its effective
strategies in all fields. The company makes heavy investments in advertising and marketing
of its various products and is definitely a company that can be looked upon for marketing
ideas. From product mix to pricing strategy and distribution channels, Apple has put in a lot
of thought and has been outperforming its competitors on the basis of its ability to device
powerful strategies (Yeung, 2017).
Even though the company has been receiving success since a long time and is still an industry
leader in the worldwide market, the entry of new companies into the market poses a great
threat to its position. As a result, Apple should start implementing new marketing strategies
that would allow it to retain its position in the market and outperform the competitors. Some
marketing strategies or a new marketing mix, which can help Apple in retaining its market
position and brand value are discussed below:
Product  Apple already has a huge product portfolio, which includes smartphones, tablets,
personal computers, laptops, music players, smartwatches, accessories, etc. but all of them
are costly products that are not easily affordable for the general public. On the other hand, the
rivals of Apple are offering a diverse range of products in all price segments. As a result, they
are able to achieve higher sales as compared to Apple. Apple should start introducing new
models in all its product segments so that it can offer a greater portfolio of products to all
types of customers and not just limit itself to those customers who have higher purchasing
power.
Place  The success of Apple in the worldwide market can also be attributed to the fact that
it had very effective distribution channels throughout the world. Of late, the company has
been suffering because of the expansion of its distribution channels. The products
manufactured by Apple are available on every retail counter as well as on online websites,
which are posing a tough competition to each other in terms of prices (Rodrigo, 2012). The
competition between the two is having an impact on the prices of Apple products as the
online retailers offer heavy discounts just to compete with retail counters. Due to reduction in
prices, Apple products are losing their credibility as well as brand value. Thus, Apple needs

to rethink about its distribution channels and limit them to authorised Apple Retail Stores
alone.
Price  From the very beginning, Apple has priced its products higher than the rival
products as a strategy to create brand value and a better image in the market. Recently, the
strategy has done more damage to the company than providing any actual competitive edge.
The aggressive pricing strategy of the company has been criticised by the customers in the
past few years as the prices of Apple products are way higher than the prices of rival products
that are offering more features than any Apple features. The latest flagship smartphone
introduced by Apple i.e. iPhone X has been priced at 89,000 INR whereas Galaxy Note 8, the
rival flagship smartphone introduced by Samsung, is priced at 67,000 INR (Cipriani, 2017).
Therefore, Apple urgently needs to reconsider its pricing strategy and introduce the
smartphones at a competitive approach because a lot of Apple’s loyal customers have started
switching to other devices because of irrational pricing strategies of the company.
Furthermore, frequent price drops is not helping Apple in retaining its brand image in the
market.
Promotion  Apple is a company that has been able to promote its products in the best
possible way even when they did not invest much into promotion and advertising. Apple has
been able to establish effective relations with a lot of media partners and telecommunication
partners, who are eager to spread the word about Apple’s new products and about their own
association with a company like Apple. Thus, the strategy to promote its products through its
collaborators if an effective and resource saving strategy and the company should continue to
implement it in the future as well (Yeung, 2017).
Conclusion
Apple is one of the most successful business organizations in the world and has been setting
examples for the new market entrants. The company has been able to achieve higher profits
every year even when there were reductions in its operating costs. Further, the marketing and
advertising strategies of the company has also helped it in establishing a strong brand image
in the market but tough times call for tough decisions and the changing market trends are
having an impact on the market position of the company. Therefore, the company needs to

redesign its marketing mix and take necessary measures that would allow it to remain
competitive and retain its position in the market.
References
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Spillers, F., 2012. Busting the myth that Apple doesn't do User Research. [Online]
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