Comprehensive Analysis of Apple's Marketing Mix Strategies

This report provides an analysis of Apple Inc.'s marketing mix, examining the company's strategies across the 4Ps: product, price, place, and promotion. The report begins with an introduction to marketing mix decisions and their importance in increasing market share. It then delves into Apple's specific approach, detailing its product offerings, including iPhones, Apple Watches, and Mac products, and their distribution through various channels such as Apple stores, online platforms, and authorized retailers. The report highlights Apple's premium pricing strategy and its aggressive tactics to reach its target customers. Furthermore, it explores Apple's promotional activities, including personal selling, public relations, and advertising, which are used to maintain a positive brand image. The report concludes by emphasizing the utility of the marketing mix in making market decisions and achieving business objectives, providing a comprehensive overview of Apple's marketing efforts.

Marketing mix decisions

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................3

INTRODUCTION
Marketing mix decisions are useful in increasing market share with expand its business
activities. It consists major seven different types of variables that describes the way in which a
marketing manager can control the business in order to provide full satisfaction to its customers
(Astuti and et.al., 2015). This report is based on a global company Apple and it covers marketing
mix for taking the best decision.
MAIN BODY
Apple Inc. is a multinational company in telecommunication sector, the company's
headquarter is situated at Cupertino, California. It provides a range of different product category
such as iPads, iPhones, Mac and many more. It also provides several online services for example
iTunes, iCloud and IOS application store. Its management team takes some decisions regarding
to its marketing mix. In this context, 4 Ps of marketing mix are describes as follows:
 Product Mix – Product is refers as tangible and intangible thing that may physical
products and services. Product decision cover several aspects. For example, appearance,
warranty, packaging, brand name, functionality and accessories (Fan, Lau and Zhao,
2015). The Apple Company choose different product category in various markets such as
supermarkets, retail markets and many more. In its product category, there are many
products and services provided by the organisation to its potential customers. Some of
these are iPhone: It is the first organization that introduced smart phones which had
multiple touch category. Apple watch: It is used by its potential customers for keeping a
track of their fitness schedules. There are many other products also such as Apple TV,
Mac etc. These are distributed in several markets for example Apple stores, Online Apple
store, Authorized retailers, Telecom companies for achieving desired goals and targets.
 Price Mix – In pricing mix, there are several pricing strategies but Apple use a premium
pricing strategy. Its product's price emphasize to represent the company and meet out its
potential consumer expectations (Hanssens and et.al., 2014). Most of its products are
provided to delight its customer. Its products are technically innovative and cater the
needs of high end consumers.
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 Place Mix – The organization uses an aggressive technique for providing the best
product and reaching to its premium customers. It's all products are for high and rich
class people so that its management team make perfect strategy and use various place for
expand its sales. In this context, its products and services are available at various
supermarkets, Apple store, online authorised retailers and several other distribution
channels.
 Promotion Mix – This organization uses various promotional activities for emphasizing
its actual image and sustain its product quality (Hanssens and et.al., 2014). Marketers of
Apple use this variable for making its marketing related decisions better and in this
context, they use personal selling, public relations, advertising techniques for
increasing sales. Management use it as for instance growth and Apple conducts several
events and press releases to maximise positive publicity.
CONCLUSION
Marketing mix is useful for making decision regarding to the markets and it also assists
more customers at the high range. This report concluded about elements of marketing mix that is
used by the company in order to achieve its desired goals and objectives.
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REFERENCES
Books and Journals
Astuti and et.al., 2015. Marketing strategy based on marketing mix influence on purchasing
decisions of Malang apples consumers at giant Olympic garden mall (MOG), Malang city,
East Java province, Indonesia. Agriculture and Agricultural Science Procedia, 3, pp.67-71.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
Hanssens and et.al., 2014. Consumer attitude metrics for guiding marketing mix
decisions. Marketing Science, 33(4), pp.534-550.
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