Apple Case Study: Marketing Strategies, Concepts, and Decision Making

This case study examines Apple's marketing strategies and programs, focusing on their role in achieving organizational objectives, including ethical considerations. It explores key marketing concepts and terminology used in daily business operations, such as product, audience, competition, and revenue strategies. The study also analyzes the buying decisions of customers, considering both local and international aspects, as well as online versus offline purchasing behaviors. Furthermore, it identifies information needs, interprets findings, and emphasizes the importance of effective communication. The analysis covers various marketing functions, including distribution channels, financial support, and marketing research, and highlights the relationships between marketing and other functional areas. The case study also emphasizes the significance of ethical practices in marketing and provides a comprehensive overview of Apple's approach to building a strong customer base through innovative products and targeted marketing campaigns. The study concludes by emphasizing the importance of customer loyalty and the use of visual marketing strategies.

Apple case study

Contents
INTRODUCTION...........................................................................................................................1
a) Identify the role of marketing strategies and programs in achieving organisational
objectives, including ethical considerations................................................................................1
b) Marketing concepts and principles used in daily business operations....................................2
c) Key marketing concepts and terminology...............................................................................3
d) Recognise the relationships of the marketing functions to other functional areas..................5
e) Buying decision made by customers both local and international aspect and online versus
offline...........................................................................................................................................5
f) Identify information needs and interpret findings....................................................................7
g) Communicate findings and plans effectively..........................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
With time, there are many changes that have taken place in relation with taste and
preferences of customers. For a company to grow, it is required to have proper research carried
out so that requirements can be identified and provides and services are delivered accordingly
(Kapferer and Bastien, 2012). Main focus of this assignment is made towards Apple which one
of the leading American multinational technology company that provides customer electronics,
online services and computer software. This report covers role of marketing strategies and
programs in achieving organizational objectives. Further, it includes key marketing concepts and
terminology. Lastly, it also covers identification of information that is needed and interpreting
findings.
a) Identify the role of marketing strategies and programs in achieving organisational objectives,
including ethical considerations
Marketing strategies can be determined as the set of business consideration that is made
so that management is able to deliver adequate information to customers regarding products and
services. Further, it also enables to develop positive perception within the mind of service users
so that they develop willingness to make purchase decision (Hallbäck and Gabrielsson, 2013).
However, it is important for the business to set out goals and objectives so that they are able to
develop path on which it can be achieved. In other words, strategies related with marketing
enables to advance the exposure of products that are depending on specific goals and directing
employees through which these can be attained. For Apple there are many different type of
marketing strategies that are applied so that they are able to develop strong customer base. With
this respect, below given are the roles of marketing strategies:
Product: Through marketing strategies, it enables to identify the strength of product.
Strategies for marketing need to be developed as per the type of products that the firm is willing
to deliver. When these are done, then it becomes favourable enough to focus on the target
audience (Shankar, Venkatesh and Naik, 2010). Apart from this, it also considers the ways that
can make the product competitive. In context with Apple, they generally focus on delivering
innovative products that ultimately support marketing to attract people.
Audience: This is another set of strategy in which the firm need to have detailed
information in relation with the target audience. When effective marketing campaign is
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developed, then it enables to focus on the customer demographic that will best suit for the firm to
target on. More specifically, it includes details like median income, age group, geographic
location, etc. All these details are used so that marketing team is able to reach the target
audience.
Competition: There are many companies around the world that deliver their customers
with similar products and services. It is important for the management before develop marketing
plan to consider the strategies that are applied by competitors so that they are able to consider the
aspects that are focused on (Corazza, Valeriani and Schifano, 2014). When these are identified,
then it becomes favourable enough to plan for marketing in effective manner.
Revenue: Various type of activities that are included for marketing plan. With this
respect, it is important for the firm to consider the budget that will be incurred. When these are
effectively done, then it becomes favourable enough to attain the set of goals to be attained. As
per the objective that are set by Apple, their main objective us to deliver high quality services
and they do spend high over research so that innovation is possible.
In consideration with ethical aspect, it is the responsibility of Apple to make sure that all
the information that are provided to customers by making use any marketing tool like television,
radio, online website, etc. to be true (Baroto, Abdullah and Wan, 2012). In advertisement, there
are terms and conditions included at the time of advertisement should be clearly mentioned so
that customers not feel cheated.
b) Marketing concepts and principles used in daily business operations
Marketing concept is determined to be the philosophy in which management needs to
make proper analysis of the requirement of customers and then decisions should be taken with
the help of which rate of satisfaction can be raised. In other words, it is considered to be the
process that is applied by the business with the help of which the rate of motivation to make
customers take purchase decision can be made. All these are only possible when management is
able to understand the requirements of service users and good are provided. Apart from this,
there are five different type of concepts that are included in marketing which are production,
selling, societal, product and marketing (Tomczak, Reinecke and Kuss, 2018). For each day, all
these areas need to be considered so that they are to focus on the business and in attain their set
of goals and objectives in appropriate manner. Further, it is important that management need to
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reach out customers and when these are done, when the rate of operations that are considered can
be focused and satisfaction rate of service users can be raised.
Further, there are different types of marketing principles that are also included and these
are helpful for companies like Apple to focus on their customers in effective manner. With this
respect, below given are the marketing principles:
Starting with customers: Before making any type of purchases, at the initial stage there
are certain set of expectations that customers have. When the rate of support from the side of
firm is made in understanding the requirement of customers, then it enables to attract customers.
The type of marketing strategy applied when is in an effective manner, then the rate of
customer’s base can be raised (Schultz, Wulf and Nguyen, 2011).
Targeting market: This is considered to be one of the most curtail marketing principles.
When Apple is able to determine their target audience as per their products and services, then it
enables to consider the strategies that have to be applied so that they are able to focus on the
raise sales and profitability.
Building up relationship: It is important for the firm to consider the need and requirement
of customers. They are the one who make use of the services and products that are delivered the
company. When these are done, then it becomes favourable enough to build strong relationship
with customers. There are many options that are provided by company in which appropriate
opportunity is provided to services users in which they can share the problems that are faced
(Pitt, Parent and Spyropoulou, 2011).
Both principles and concepts are high important in day to day business operations as it set
out small goals which when attained, then it has positive impact over the growth and in attaining
competitive advantages.
c) Key marketing concepts and terminology
In accordance with Apple, there are different types of marketing concepts that are some
them are as follows:
Keep it simple: Both prospects and customers do not prefer to get complex marketing
campaigns that provide overwhelm of information. Apple understands this concept and make
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sure that most specific information is provided to individuals so that they are able to consider the
get attract services users. When lot of information is provided to customers, then it only raises
confusion.
Making use of product placement: As it was stated there are different types of activities
that are included and for each of them, there are requirement of cost involved for activities like
advertisements on television, radio, etc. In context with Apple, they have the budget but it is
always beneficial for start smaller. When small start is done, when the type of reaction that are
made by people can be identified (Park, Mishra and Wozniak, 2014). There are social websites
like Instagram, Snapchat, etc. that enables to provide adequate information.
Leveraging reviews: Apple has considered different ways with the help of which reviews
can be gathered. For this respect, cited firm provides samples in exchange of testimonies and
these are used on social media so that other is able to raise their motivational level and make use
of the products and services that are delivered.
Using visuals: There people who do not prefer to read out the information but making use
of the visual information, it enables to provide effective way to attract customers and delivering
them information.
Apart from marketing concepts there are various other aspects that are also need to be
considered. With this respect, brand value is important for consideration made as it makes the
business to develop strong relationship (Kim and Ko, 2012). Further, the rate of relationship
need to be developed with suppliers so that firm is able to get the materials and customers
demand can be met. Apart from this below given are other terminologies in marketing which are
highly important:
Analysis: On regular basis Apple carry out research so that they are able to identify the
taste and preferences of customers and goods are provided accordingly. Further, systematic track
of growth for each of the product and services need to be done so that the areas in which
development is made can be identified.
Advertisement: There are different types of sources that are applied by Apple in order to
provide information to customers. With this respect, it includes newspaper, social sites,
television, etc. All these are helpful enough for the firm to convey information.
Customer loyalty: When customers are loyal, then the rate of purchases that will be done
individuals will be high (Mangram, 2012). A customer becomes loyal when their need and
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requirement is satisfied and the quality of service delivery is so high that people become loyal
towards the product and services.
d) Recognise the relationships of the marketing functions to other functional areas
There are different types of marketing functions that are included and followed. These are
done so that the goals and objectives set can be attained in effective manner. With this respect,
below given are the marketing functions followed at Apple:
Distribution channels: This can be considered as the process through which goods or
services are made reached to customers (Kapferer and Bastien, 2012). In marketing, it is
important for the management to make sure that all the products and services reach customers. In
this context, main support is required from the side of operation department. They are one who
focuses on making the materials to be in form of finished product. When the process of channel
that is make by the firm is not appropriate, then it becomes difficult for make sure that demand
of the firm to be attained.
Financial support: For all the marketing activities, there are different types of cost
involved. It is important to make sure that proper consideration to be made in which the financial
department make proper planning for the budget for marketing. When these are not properly
done, then it becomes difficult for the firm to cover all the activities. In context, with Apple, they
have enough spending for marketing of their products and services (Hallbäck and Gabrielsson,
2013). However, the type of marketing strategy applied by cited firm consider that proper
analysis is made in which the start made by them is slow.
Marketing research: In all the companies, there are department known as research and
development. This is the functional area that focuses on innovations and making the customers
benefited with new products of services. With this respect, this department is helpful to make
sure that all marketing made by the firm for the goods are so effective that competitive advantage
can be attained. Apple invests highly on their research and development department and on
frequent basis they come up with new or innovative services or goods.
e) Buying decision made by customers both local and international aspect and online versus
offline
There are different set of expectations that individuals have any type of purchases are
made. It is required to make sure that firm consider these requirements and appropriate steps are
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taken. With this respect, there are people who prefer to make purchases for the products that are
delivered to them at high quality but low price (Shankar, Venkatesh and Naik, 2010). Further,
there will be few of them who would prefer to make use of the products in which price is not
considered by the purchases made should be of high quality. For both local and international
level that type of behaviour that is made by customers is similar. With this respect, below given
are the processes that are included in the purchase decision making:
Identifying the need: This is the first stage in which the customer will identify the main
cause due to which the need of purchase tendency arises. For example, when a person feels that
his/her mobile is not working properly or wants to update it, then it can be stated that a need is
raised.
Information search: There re firms that delivers their customers with similar type of
products and services. This way, service users have wide range of options through which
selection of products can be done.
Evaluation of alternatives: There are many other sources in which alternative ways are
considered. The person who is in need of mobile will try to update the technology or continue to
use same phone (Corazza, Valeriani and Schifano, 2014).
Purchase decision: This is the stage in which analysis of all the companies and needs are
analysed. This way, it becomes favourable enough to come up with most suitable brand that can
satisfy individuals. If Apple mobiles are able to meet all requirement or customer, then purchases
decision is taken.
Post purchase behaviour: This is the stage in which perception is develop by customers.
When all the requirement is satisfied with purchase made, then positive perception will be
developed and if not, then it has negative impact over the business.
When compared with online and offline purchases, both have their own set of benefits
and disadvantages. However, it is identified that the rate of online purchases are increases
significantly (Baroto, Abdullah and Wan, 2012). One of the main disadvantage in this platform is
that individuals do not get the opportunity to physically feel the product and select them. When
purchases are made in which higher cost is involved, then people do not prefer to taken risk and
make purchases by using offline platform.
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f) Identify information needs and interpret findings
The findings show that marketing is an important area that is required to be considered by
management. There are many other departments that work towards attaining the goals but even if
all other departments except marketing are operated, then profitability of the firm will not get
benefited (Tomczak, Reinecke and Kuss, 2018). There are different type of strategies that are
applied by Apple so that they are able to be better when compared other firms that deliver similar
type of products and services. Marketing strategy by Apple is highly effective as they focus on
making sure that the rate of investment that is made is low and so that they are able to get highly
benefited. The brand values created by Steve Job (Co-founder of Apple) are so tremendous that
people await for the firm to launch their product or services. Further, there are frequent changes
that are taken place in relation with technology and cited firm make sure that they contribute
effectively towards technology as they understand that rate of satisfaction can be raised in
effective manner. In accordance with one of the marketing strategy applied by Apple, they make
sure that all the information that is provided in not in bulk (Schultz, Wulf and Nguyen, 2011).
For example, in the Apple Iphone, there are many features but main focus on the features will be
done on some so that it can grab attention of customers and they get motivated to taken purchase
decision. Apart from this, high investment is made in research and development so that they are
able to come up with new or innovative products so that strong customer’s base can be
developed.
g) Communicate findings and plans effectively
As it was stated, there are different types of activities that are involved in the process of
marketing communication. In this context, there are requirement of support from the side of
workers and they are the one who have direct interaction with customers. When they do not
perform their set of roles and responsibilities in effective manner, then it has negative impact
over the plan set (Pitt, Parent and Spyropoulou, 2011). As per the findings, it is identified that
proper monitoring take place for the performance of employees and this make them to determine
the areas in which improvement is required. As per the findings made, workers are provided with
training and develop and this helps them to get motivated and enhance their performance level.
Further, it is also important that proper coordination is develop among workers so that they work
with common goal and make use of their full efficiency to attain the set goals and objectives.
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In accordance with the plan that is developed, it can be stated that the type of marketing
strategies used by Apple is highly effective and they are able to reach out set targets. Further,
main focus by cited firm should be made on online platform. As per the data which are
considered, it is identified that the rate of people who prefer to make purchases through online is
raising at tremendous rate (Park, Mishra and Wozniak, 2014). This way, it becomes helpful to
support the firm in raising their sales and profitability and to promote their products and services.
CONCLUSION
In accordance with the finding, it can be stated that to implement any type of strategy, it
is required to have proper plan to be developed so that all the workers can attain the set goals.
Companies need to carry out research on regular basis so that need and requirement of customers
can be identified. This way, it is favourable enough to increase the rate of customer’s satisfaction
level. In addition to this, use of new or updated technology should be done as it helps to reach
out customers and in knowing the problems that are faced by them. As per the findings made,
problems can be solved and customer’s base can be developed.
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REFERENCES
Books and Journals
Baroto, M. B., Abdullah, M. M. B. and Wan, H. L., 2012. Hybrid strategy: A new strategy for
competitive advantage. International Journal of Business and Management, 7(20), 120.
Corazza, O., Valeriani, G. and Schifano, F., 2014. “Spice,”“Kryptonite,”“Black Mamba”: an
overview of brand names and marketing strategies of novel psychoactive substances on
the web. Journal of Psychoactive Drugs, 46(4), 287-294.
Hallbäck, J. and Gabrielsson, P., 2013. Entrepreneurial marketing strategies during the growth of
international new ventures originating in small and open economies. International
Business Review, 22(6), 1008-1020.
Kapferer, J. N. and Bastien, V., 2012. The luxury strategy: Break the rules of marketing to build
luxury brands. Kogan page publishers.
Kim, A. J. and Ko, E., 2012. Do social media marketing activities enhance customer equity? An
empirical study of luxury fashion brand. Journal of Business Research, 65(10), pp.1480-
1486.
Mangram, M. E., 2012. The globalization of Tesla Motors: a strategic marketing plan analysis.
Journal of Strategic Marketing, 20(4), pp.289-312.
Park, T., Mishra, A. K. and Wozniak, S. J., 2014. Do farm operators benefit from direct to
consumer marketing strategies?. Agricultural Economics, 45(2), pp.213-224.
Pitt, L. F., Parent, M. and Spyropoulou, S., 2011. Integrating the smartphone into a sound
environmental information systems strategy: Principles, practices and a research agenda.
The Journal of Strategic Information Systems, 20(1), pp.27-37.
Schultz, N., Wulf, J. and Nguyen, Q. T., 2011. The new role of developers in the mobile
ecosystem: An Apple and Google case study. In Intelligence in Next Generation
Networks (ICIN), 2011 15th International Conference on (pp. 103-108). IEEE.
Shankar, V., Venkatesh, A. and Naik, P., 2010. Mobile marketing in the retailing environment:
current insights and future research avenues. Journal of interactive marketing, 24(2),
111-120.
Tomczak, T., Reinecke, S. and Kuss, A., 2018. Introduction. In Strategic Marketing (pp. 1-18).
Springer Gabler, Wiesbaden.
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