Apple Marketing Plan: Detailed Business Report and Analysis

This report presents a comprehensive marketing plan for Apple, beginning with the company's background, including its establishment in 1976 by Steven Jobs and Stephen Woznaik, its mission and vision focused on innovation and product excellence, and its organizational structure that fosters prompt and effective innovation. The report delves into market research, highlighting Apple's position as a luxury brand with strong demand despite high prices, tracing its product evolution from Apple I to the iPhone, which significantly boosted the company's revenue. A PESTLE analysis examines the political, economic, social, technological, legal, and environmental factors impacting Apple's operations in the U.S., noting the country's stable political system, leading economy, diverse social landscape, technological advancements, robust legal framework, and environmental regulations. Finally, a SWOT analysis identifies Apple's strengths in unique design and brand recognition, weaknesses in limited distribution and high pricing, opportunities in expanding its distribution network and product line, and threats from competitor aggressiveness and imitation.

RUNNING HEAD: Marketing
Apple
Marketing

Marketing 1
Contents
Introduction...........................................................................................................................................2
Background...........................................................................................................................................2
Research................................................................................................................................................2
Pestle Analysis......................................................................................................................................3
SWOT analysis......................................................................................................................................4
Conclusion.............................................................................................................................................5
References.............................................................................................................................................6

Marketing 2
Introduction
Marketing is a management practise by which products and services change from perception
to the customer. It is more of the action of promoting and selling products and services. This
report comprises the marketing plan of the Apple. The marketing plan includes the
background of the Apple. The research is conducted reflecting demand of the products and
services. The macro environment is scanned with the help of Pestle analysis. Finally, the
SWOT analysis is also conducted.
Background
Apple was established in 1976 by Steven Jobs and Stephen Woznaik. Apple is having one of
the most valued businesses worldwide. The mission and vision serve as basis for the success
of Apple. The vision statement of the company stresses on the fundamental values such as
innovation and product excellence (Baker, 2016). The mission statement is primarily about its
products and technology. The company believes in conveying value and performance through
technology. The organizational structure of Apple contributes to the prompt and effective
innovation. It comprised of workers groups, resources and interconnections.
Research
Apple is a luxury brand. The products of the company are expensive but amazing. The
demand of the apple products is strong despite rising prices. The first product of the company
was identified as Apple l. It consisted of assembled circuit board. Apple started to grow
slowly with the development of Apple ll, Apple lll, Apple Lisa and Macintosh in 1984. The
company resurfaced in 1990s with various strategic and technological changes. In 1997,
Apple online store was launched followed by iMac (Gardere, Sharir & Maman, 2018).
Much of the success of Apple is contributed to its ability to keep products competitive
throughout the years. The iPhone sales jumped from 40 million units in 2010 to 210 million
iPhones sold in 2016. The company earned 54 million U.S. dollar revenue in 2016 (Statista,
2018). As the sales increased, the company’s success increased. The business of Apple
changed dramatically and become the most successful product. The portion of the iPhone’s in
total profits of Apple flown from one third in 2009 to almost two third of the total income in
2016. The innovations made by the company create opportunity in the future.

Marketing 3
Pestle Analysis
Political: U.S has strong democratic system and effective laws. The elections in the country
are deliberated fair and apparent. The country relishes constant political climate along with
some challenges (Khan, Alam & Alam, 2015). The enormous political and economic power
is enjoyed over local and universal policymaking. U.S is acknowledged as a supreme power
in the world.
Economic factors: U.S is considered as the leading economy worldwide in the terms of
nominal GDP. The MNCs are influencing and prominent the socio-economic considerations
worldwide. The economic system of the country is well settled and accumulates the power
from the services and business industries (Nevitte, 2017).
Social factors: U.S is the third most populous country worldwide. It confronts the issue of an
elderly population which leads to the labor scarcity an increasing tax charges in the future.
The country has also attained the finest learning and healthcare structure (Cohen & Felson,
2016). The mainstream of the populace on U.S has generous mindset but increasing cultural
intolerance is a thoughtful concern in the country.
Technological factors: U.S is leading in positions of adjusting and applying technology. The
country is confronting strong opposition from the developed economies but its supremacy is
retained over the competitors. The country also initiates when it comes to enhance and
develop technologies in the fields like nanotechnology, biotechnology and environmental
technology.
Legal factors: The states in U.S have their own government structure and legal scheme. The
businesses conducted in U.S come under the governing environment of the state. U.S
endorses equivalent conduct of nationals and immigrants. The expat employees presume an
impartial trial from the legal system (Lovelock & Patterson, 2015). The country also offers a
robust authorized system for protecting rational property rights.
Environmental factors: The country is having laws amendable environmental pollution,
outlooks towards green solutions, renewable energy exploitation, climate change, wastage
management and reprocessing are the ecological factors which are measured to evaluate the
probable challenges and prospects in the business framework.

Marketing 4
SWOT analysis
Strength
Apple has attained strength in manufacturing unique design and in developing proprietary
hardware, software, applications along with the services.
Apple is the most valuable and recognized brand worldwide. The brand recognition is
assisted by the wide product ecosystem. The company has even attained popularity in
developing highly innovative and well-designed products (Chu, 2017).
Apple is capable of maintaining high profit margins. The internal strategic factor has role in
maximizing the profits even when the sales volumes are constrained.
Weaknesses
Apple has an inadequate circulation network due to the company’s exclusive policy. The
company is discerning when it comes to picking up sellers of the products.
The company has dependence on the higher segment of the society. The higher prices
charged by the company can attract customers from the middle and high income class only. It
is the biggest weakness of the company as it cannot cover the whole segments of the society.
Opportunities
Apple has attained the opportunity of expanding its distribution network. The distribution
strategy can be changed by the company in order to reach more customers in the global
market.
The company can even expand its product line. The existing product lines of the company are
successful. The company has opportunity for the further innovation of the products.
Threats
Apple faces tough competition because of the aggressiveness of the competitors. It is the
result of the rapid innovations made by the competitors.
Imitation is also one of the biggest threats to be faced by the company. there are several firms
which copy the design and feature of the Apple products.

Marketing 5
Conclusion
Apple is successfully conducting its operations. It has most valuable business. The political
conditions are stable in U.S which is a positive sign for the company to conduct operations.
Whereas U.S has highest GDP and the country is leading in terms of adapting and applying
technology. The states in U.S have their own government structure and legal scheme. The
ecological factors are measured to evaluate the prospective challenges and prospects in the
business framework. Apple has attained more of strength and opportunities then the
weaknesses and threats.

Marketing 6
References
Baker, M. J. (2016). What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Chu, Y. (2017, January). SWOT analysis and Countermeasures of India market environment
for domestic mobile phone. In 2017 International Conference on Education, Culture
and Social Development (ICECSD 2017). Atlantis Press.
Cohen, L. E., & Felson, M. (2016). Social Change and Crime Rate Trends: A Routine
Activity Approach (1979). In Classics in Environmental Criminology (pp. 203-232).
CRC Press.
Gardere, J., Sharir, D., & Maman, Y. (2018). Consulting and Executive Coaching on Future
Trends: The Need for a Long Term Vision with Apple and Samsung. International
Journal of Business and Social Science, 9(3).
Khan, U. A., Alam, M. N., & Alam, S. (2015). A critical analysis of internal and external
environment of Apple Inc. International Journal of Economics, Commerce and
Management, 3(6), 955-961.
Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.
Nevitte, N. (2017). The North American Trajectory: Cultural, Economic, and Political Ties
among the United States, Canada and Mexico. Routledge.
Statista, (2018). Apple- Statistics & Facts. Retreived on 9 Feburary from
https://www.statista.com/topics/847/apple/