A Detailed Case Study on Apple's Marketing Concepts and Strategies

This case study report provides an analysis of Apple Inc.'s marketing strategies and concepts, highlighting the key elements that contribute to the company's global success. It delves into product strategy, branding, and promotional strategies, emphasizing how Apple effectively identifies and fulfills consumer needs. The report also examines the marketing research strategies employed by Apple, including surveys, interviews, focus groups, and observation, to understand market trends and consumer preferences. Furthermore, the case study discusses Apple's application of the 7P's of marketing (Product, Place, Price, Promotion, People, Process, Physical Evidence) and the STP (Segmentation, Targeting, Positioning) framework, illustrating how these concepts are implemented to achieve marketing objectives and maintain a strong market position. The analysis underscores Apple's focus on product quality, innovative branding, and customer relationship management as critical factors in its marketing success.

Case study Report

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Key marketing concepts and terminology...................................................................................3
Marketing Strategy which help Apple to achieve their objectives..............................................5
Marketing concepts......................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
In a business or any organization it is necessary to adopt some different theories and
strategies to grow the occupation in the beneficial way. Marketing is the key objective to run a
business which will provide effective result to the company. Today, in this rapid growing world,
every occupation is preparing themselves to grow and develop in its own manner from which
they can be able to obtain higher success. The report is illustrating the marketing value or the
importance of the Apple Inc. company in the world-wide. The Apple company is multinational
technology company provides electronics and computer software.
A company's headquarters is based at United States and known as valued organization
around worldwide (Luxing, and Xiaorui, 2020). The Apple company utilizes different and
unique marketing strategies from which they can be able to supply the consumer favourable
goods and items. In this report, various concepts and strategies will performed which will
describe the reason behind their success in the international market. In addition, it will also
include the mind map or poster which will explain the marketing functions and area of the
organization.
MAIN BODY
Key marketing concepts and terminology
Nowadays, it has already known that marketing play a vital role in the different industries and
organizations. There are different kind of effective approaches which help an organization to
obtain higher success and growth. Marketing concepts refers as an area where management
requires to identify the consumer needs, requirements and desires and make the efforts to fulfil
them in the accurate order so that they can generate better profit. The Apple company also
utilizes and practices the different concepts from which they can be able to drive their company
at higher level (Mokhtariani, Sebt, and et.al, 2017). The Apple Inc. have key marketing concepts
which support them to provide beneficial products and attractive goods to their potential
consumers. Here, performing the marketing concepts of Apple Inc. organization below :
Product Strategy : In this developing world, an individual wants to exhibit their best personality
in front of the world. Apple company focus on the products which they supply to their
consumers. The company researches and ensures the desires and wants of a public so that they
can work on it and accomplish their demands. Apple company provides different technologies

and launches new products in the market which grab the public attention and can be able to
approach them easily. The company deals in different product such as Apple TV, software, e-
books, mobile phones, digital music, iPad, laptops and many more. They have a unique product
strategy to attract the maximum consumers from which they can obtain higher profit.
Apple concentrates on the product quality and its different innovations in the field of
technology or digitalization which helps them to grow and develop in the definite manner. A
consumer only look out for the best qualitative and impressive products to utilize and exhibit
(Mahmoud, 2018). People founded the Apple products effective and approachable which makes
the company to grow more.
Branding : Providing the best qualitative products is not enough to grow in the technology
industry. The Apple company also focus on the branding strategies of their goods and products
which actually founded very effective to them. Branding can be done by innovation, ideologies,
passion, hopes, and power through the technology to the people.
Branding refers as a strategy which helps them to develop and grow in the accurate
manner. The company identify and be aware of the people emotions and their lifestyles which
help them to innovate the new goods and items which can be beneficial to them. Apple branding
strategy is to provide new technologies with new features which obviously attract the consumer
in the maximum manner.
Promotional Strategy : In the market, it is necessary to advertise and promote the products from
which people can be able to know about the feature and new product standards. In marketing,
promotion plays a major role in the business occupation. Apple company follows the different
strategies to advertise their products and brands. The company serves the consumers by personal
selling, promotions on television, social media platform, radio and such more.
The company focus on the consumer relation which helps them to make a stable position
in the market. Practising the promotional concepts through different platform makes people more
aware and informed about the apple products (Radiman, Wahyuni, and et.al., 2019). Nowadays,
social media is the best source of promoting the company goods and services and can be able to
grow and develop. The company also build consumer relations which makes a trustworthy and
positive impact on the public which leads them to stay at higher position in the market.

Marketing Strategy which help Apple to achieve their objectives
In research, it has been founded that every organization requires some strategies which can
increase the growth of the company and can provide better result. Similarly, Apple company also
utilizes strategies which help and support them to meet their objectives and targets. The company
practice and focus on the marketing research strategy which helps them to identify the consumer
needs, requirement desire and even about the market position and new entrance of the similar
business occupation. It is important to put an eye on the market which can help a company to
move forward.
Marketing research is a technique where an organization collect the information and can
be able to target the market and the consumer which can result them into benefits. This strategy
helps the company to understand the consumer emotions and can be able to fulfil them in
accurate order (Tomczak, Reinecke, and Kuss, 2018). Apple company follows the strategy in
ethical manner where they do not have to deal with any false and negative comments and not
able to decrease the reputation of the company. The company follows the different ways of
research which makes them to build better innovative product and goods. Here, performing some
ways which apple company utilize for the marketing research.
Survey : Apple company utilizes the survey method for their marketing research strategy. In this
method, company asks and respond the consumer demands and suggestion which clearly helps
them to improve and organize the product in the better way. The survey method has been
practised in the ethical manner at their websites and even at social media platforms which helps
them to get and understand the consumer demands and suggestion. Apple also use the email
system to respond back to the consumers which helps them to make a proper relation between
them.
Interviews : The second factor is introducing the interview method which is already known by
an individual human creature. The interviews have been held by the journals and media people
where they openly respond to the consumer thought and ask public to provide more demands and
suggestion which will makes them to focus on the particular objective and can be able to enhance
them in the short period.
Focus groups : The focus group is the best way for the marketing research strategy. Apple
company organizes the focus group activity where people gather and share their ideas and
informations which helps company to acknowledged and understand the valid information about

the products and goods (Gaffar, 2021). A leader focus on the target market and identify the pros
and cos of the product surrounding and gain the consumer experience at deeper insights.
Observation : This is the most powerful method or way for researching the market. Basically,
apple company focus on the consumer values and their demands but this act can be done when
the company concentrate and observes the wants and desires of their potential consumer and can
be able to fulfil them in the effective manner. Observation or monitoring is the best way for the
marketing research. Keeping an eye on the market makes apple company to understand the
demands and suggestions.
Marketing concepts
Marketing concepts are the method or technique which helps an organization to understand and
acknowledge the consumer demands and requirement and need to fulfil them to obtain higher
success. Apple company also utilize the major two marketing concepts and principles in their
organization to increase their productivity and growth in the market.
7P's of Apple Company
Product : The company Apple provide different and multiple kind of products to their potential
consumer. People expect for the new innovations and creation in the field of technology. Apple
produces different ranges of items including laptop, mobile phones, iPad and others with wide
range. The products of the company extremely provide a uniqueness and attract the maximum
number of consumers to purchase. The differentiation of the goods and brands makes people to
approach the product in the exciting manner. Recently, the apple has launched the I-phone 13 pro
max which already created huge demand of the product and consumer are very much excited to
purchase.
Place : Place actually matter in the business organization. Apple supply and provide their
products and items at different places and utilize the platforms such as apple store, app store and
authorized seller. The company always try to focus on the consumer experience instead of sales.
Price : Apple has successfully provided and utilize the price strategy and provide premium cost
values to the consumers. The company puts their prices at high ranges which display the luxury
and premium brand price tag (Fojtíková, 2020). The company puts the high price strategy which
makes customer to feel luxurious lifestyle.
Promotion : Apple company do not like to promote and advertise their products with minimum
information. Company like and keep the promotion in simple way and provide long term offer

for their potential consumers. Technology is the best source of promoting any band and product
in the effective manner. The company utilizes the different ways of technology to promote their
products including the short video clips between any series and watches.
People : The company focus on the relation between the management and their consumers which
helps and supports them to increase their sales. At the apple stores, the employee are chosen by
identifying their skills and can be able to contact and communicate in the friendly and
charismatic personality (Ramadhana, and Wibowob, 2020). The better relation and bond can
make people to purchase the products.
Process : It is obvious that without applying any kind of process the service and products serving
is wasteful. Process is the main key to run the company at effective manner. Company provides a
website where the consumer can easily see and grab their product without any difficulty.
Physical Evidence : This factor determines the display of the products and goods to their
customers. Physical evidence plays an important role in the company. People but and purchase
the product by its looks and packaging strategy. Keeping this in mind, apple offer the different ad
unique looks to their products which attract the consumer to make a purchase.
STP of Apple
Apple company segmentation, targeting and positioning express the marketing efforts of the
company. It is the best way and effective strategy Apple utilizes in its organization.
Segmentation : The first factor determine the segmentation term which refers as the process of
dividing the public into smaller groups based on different characteristics such as age, gender,
region and other. The Apple company practice this segmentation process in their business and
leads them to divide the characteristics into the effective manner. The Apple company utilizes
the behavioural segmentation in their organization where consumer or audience are used to or
obsesses of utilizing luxuriate and royal products.
Targeting : Targeting involves the segments which are majorly beneficial to their organization.
Apple practices the high range price strategy which makes them to look royal and consumers are
also willing to pay the little extra money for their good and items. The company targets and
focus on the luxury products which make them to win the market.
Positioning : The selection of product and services which represent to the audience in the
effective manner known as positioning (Amira, and Fitriasari, 2021). This is the final step of the

STP model which Apple company utilizes in their organization. The company involves the
technology method to target the audience or customers. The Apple company is the one of the
leading company in the terms of providing the technology. A company provides the best
qualitative products to the audience which makes them to make a stable position the market.
CONCLUSION
In this report, it has been concluded that a business occupation requires different strategies and
concepts to enhance the growth and development. Strategies and concepts plays a vital role in
any business organization. Practising the various and multiple theories of marketing helps the
company to obtain higher success and growth. It includes the marketing concepts from which
company can be able to understand the market area and consumer demands and can be able to
fulfil them in accurate manner. In addition, the report also performed a poster which determine
the functional relationship of marketing objective and the different department which supports
the company to grow and develop in the effective manner.

REFERENCES
Books and Journals
Luxing, L. and Xiaorui, J., 2020, March. On Creative Design and Marketing Communication in
TV Advertising. In 5th International Conference on Financial Innovation and Economic
Development. (ICFIED2020) (pp. 353-357). Atlantis Press.
Mokhtariani, M., Sebt, M.H. and et.al, 2017. Characteristics of the construction industry from
the marketing viewpoint: challenges and solutions. Civil engineering
journal.3(9).pp.701-714.
Mahmoud, T.O., 2018. Impact of green marketing mix on purchase intention. International
Journal of Advanced and applied sciences.5(2).pp.127-135.
Radiman, R., Wahyuni, S.F., and et.al., 2019. Effect Of Marketing Mix, Service Quality, And
University Image On Student Loyalty.
Tomczak, T., Reinecke, S. and Kuss, A., 2018. Planning the marketing mix. In Strategic
marketing. (pp. 171-221). Springer Gabler, Wiesbaden.
Gaffar, V., 2021. Marketing Mix Strategies of Emerging Tourist Destinations: The Case of
Indonesia. In Marketing Tourist Destinations in Emerging Economies.(pp. 27-46).
Palgrave Macmillan, Cham.
Fojtíková, V., 2020. An Analysis of an Application of a Marketing Mix of the Company Elisoft,
sro.
Ramadhana, M.A. and Wibowob, S.A., 2020, August. ICMEM. In BOOK OF
PROCEEDINGS. (Vol. 1009, p. 1089).
Amira, H. and Fitriasari, N., 2021. Are Segmenting, Targeting, and Positioning Necessary for
Strategic Marketing?. Jurnal Kedokteran Brawijaya. 31(3).
Online references
The Social Grabber, 2021. [Online]. Available through <https://thesocialgrabber.com/market-
segmentation-of-apple/>