Apple Company's Marketing Mix: A Strategic Evaluation and Planning

This report assesses the effectiveness of Apple's marketing mix, examining product, price, place, and promotion strategies. Utilizing secondary research, the report identifies Apple's innovative product offerings, premium pricing strategy, diverse distribution channels, and aggressive promotion tactics. The conclusion summarizes the effectiveness of these strategies, highlighting Apple's strong brand awareness and market position. Recommendations are provided to increase market share, such as shifting to competitive pricing for certain product lines and introducing a new product range targeting the medium class consumer segment. The report references various sources to support its analysis and recommendations, offering a comprehensive overview of Apple's marketing approach.

Marketing Strategy and Plan
5/27/2019
Apple Company

Marketing 1
Abstract
In the dynamic business environment, marketing plays a crucial role within the business as it is a
key process of promoting, researching, and selling the products and services to the market that is
targeted by the company. The purpose of the report is to evaluate the effectiveness of the
marketing mix of the Apple Company in the market. The marketing mix is considered as the tool
that is opted by Apple to achieve its goals related to the communication. The method that is used
by the researcher for conducting the research is secondary research method. The summary of the
marketing mix says that Apple offers the product at high prices due to the innovation involved in
it. Further, the customers can purchase the product from any of the store and customers in the
market are aware of the brand due to aggressive promotion strategy. At the end of the research
report, it includes a summary related to the effectiveness of strategies of the company and the
recommendation to increase the market share.

Marketing 2
Contents
Introduction......................................................................................................................................3
Method.............................................................................................................................................3
Case Study- Marketing mix.............................................................................................................4
Product strategy...........................................................................................................................4
Price strategy...............................................................................................................................4
Place strategy...............................................................................................................................4
Promotion strategy.......................................................................................................................5
Conclusion.......................................................................................................................................6
Recommendations............................................................................................................................7
References........................................................................................................................................8

Marketing 3
Introduction
The purpose of the report is to research the well-known successful brand related to the concepts
of the marketing mix. The research is conducted on the marketing mix of Apple Company shows
how tool meets the marketing objectives of the company. Apple Company is a recognised
American multinational company with the head office in Cupertino, California. The major
operations include designing, development and sale of consumer electronics and many others.
The brand is successful in the market due to which it was rated as number 1 brand across the
world. The scope of the report is limited to the case study that includes the four major elements
of the marketing mix that include product, price, place and promotion basis on which the
decisions are taken by Apple company.
Method
The researcher can use two types of methods for gathering accurate and reliable data. In this
research, the secondary research method has been selected which include the collection of data
from sources like books, journals, articles, company's website, online sources and many others
(Bell, Bryman and Harley, 2018).

Marketing 4
Case Study- Marketing mix
Product strategy
Product is an item that is produced by the company in order to meet the fluctuating needs of
people present in market. In the research, it has been found that products of Apple are innovative
and are designed in the manner that they can meet the needs of customers. Some of the well-
known products of the company include Macintosh, iPhone, Apple Watch and Apple TV, iPod
and many others (Apple Australia, 2019). It has been found that all the products provided by the
company involved the use of the information technology due to which the Apple products are
designed after conducting a lot of research as well as development (Baltes, 2016).
Price strategy
Price is the amount that consumer pays for purchasing the product from the firm. In the research,
this has been found that Apple offers innovative products to its customers in the market due to
which they have the premium pricing for the products. In the premium pricing, the company
charge the additional amount on the common price of the product (Boone and Kurtz, 2013). The
study reflects that this strategy is implemented by the company to increase the profit margins.
Thus, the products of Apple are costly as the brand add price for the innovative products and
status symbol.
Place strategy
This is an essential element of the marketing mix that is consists of appropriate place through
which the corporation can distribute its product and services in market. The research study shows
that Apple business has its owned locations and other parties to whom the company authorizes to

Marketing 5
distribute or sell the products in the market (Rosenbloom, 2012). These collaborators of the
company include the staff who knows about the entire product range of Apple brand so that they
can directly interact with the customers and offer them products according to their needs. In
addition, the major mode through which the customer can get the products is online portals. Most
of the e-commerce website like to sell the products of Apple Company, as it is highly demanded
by customers.
Promotion strategy
The element promotion is generating awareness about product in marketplace among customers.
Apple Company also follows the promotion strategy with the help of which they can
communicate to the target market about their products and services. In the research, this has been
found that the company make use of the aggressive promotion strategy due to which they use
traditional and digital promotional strategy (Jackson and Ahuja, 2016). In traditional media, the
company focuses on TV, print media, online ads, and many others through which they try to
focus on how the company is different from their competitors. This has been found that they
believe ads should be kept simple and connected with the heart of people. In addition, Apple
Company promotes the products through social media as well as other online modes because
they want to communicate about the brand to a large audience (Morgan, Whitler, Feng and
Chari, 2019).

Marketing 6
Conclusion
At the end of the research study, this has been found that Apple is one of the effective brands
who offer innovative products to the wide range of the customers in the market. The research has
been conducted related to the marketing mix strategies of the Apple Company. The data related
to the strategies have been collected with the help of secondary research method. The findings of
the case study of marketing mix include four elements that are the product, price, place, and
promotion. These elements show that the company offer a wide range of innovative products that
are equipped with advanced technology due to which they charge the high prices for the
products. The customers can purchase through different channels, which include an online store,
Apple store and any other distribution. It has been found that the company have an aggressive
marketing strategy that is the reason due to which customer knows about Apple brand. They
promote their products through social media, TV advertisement, hoarding and many others.

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Recommendations
It is suggested to bring the modification in the marketing mix with the motive to increase the
market share. The market share of Apple can be increased when the company will shift from
premium pricing to competitive pricing strategies. This strategy will help the company to
increase the sales of products in the market because everyone likes to purchase the product of
Apple at competitive prices.
Further, it is suggested to bring new product range for the medium class group as it has been
found in research that due to premium pricing strategy the company sells the product at high
prices so that should bring one more segment.

Marketing 8
References
Apple Australia (2019) Mac [Online]. Available from: https://www.apple.com/au/mac/
[Accessed on 27th May 2019]
Baltes, L.P. (2016) Digital marketing mix specific to the IT Field. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), p.33.
Link: http://webbut.unitbv.ro/bulletin/Series%20V/2016/BULETIN%20I%20PDF/04_Patrutiu
%20Baltes.pdf
Bell, E., Bryman, A. and Harley, B. (2018) Business research methods. Oxford university press.
Link: http://doc1.bibliothek.li/aca/FLMF037012.pdf
Boone, L.E. and Kurtz, D.L. (2013) Contemporary marketing. Boston: Cengage learning.
Link: https://books.google.co.in/books?
hl=en&lr=&id=UaMWAAAAQBAJ&oi=fnd&pg=PP1&dq=Contemporary+marketing&ots=Nt
Mz0G2KxQ&sig=OurgirSWikkDQYoXIaeVECTSIYs
Jackson, G. and Ahuja, V. (2016) Dawn of the digital age and the evolution of the marketing
mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), pp.170-186.
Link: https://link.springer.com/article/10.1057/dddmp.2016.3
Morgan, N.A., Whitler, K.A., Feng, H. and Chari, S. (2019) Research in marketing
strategy. Journal of the Academy of Marketing Science, 47(1), pp.4-29.

Marketing 9
Link: https://www.researchgate.net/profile/Kimberly_Whitler/publication/
327107606_Research_in_Marketing_Strategy/links/5b798599a6fdcc5f8b54925d/Research-in-
Marketing-Strategy.pdf
Rosenbloom, B. (2012) Marketing channels. Boston: Cengage Learning.
Link: https://books.google.co.in/books?
hl=en&lr=&id=6WMJAAAAQBAJ&oi=fnd&pg=PR7&dq=Marketing+channels&ots=JKWZyA
HpTk&sig=esIDCBIE7MCjdhZzGpYPEmtVTCM#v=onepage&q=Marketing
%20channels&f=false