Marketing Strategies and Analysis: Apple Inc. - Business Foundation

This report provides a comprehensive marketing analysis of Apple Inc., delving into its brand image, product offerings, and customer segmentation. It examines the company's strong brand value, driven by innovative products and effective marketing campaigns. The analysis covers the product lifecycle of Apple's key products, including iPhones and AirPods, and assesses the company's target market. Competitor analysis highlights Samsung and Dell as major rivals. The report concludes by outlining Apple's marketing strategies, emphasizing innovation, creative thinking, and strong brand recognition to maintain its competitive edge in the market. The report also includes an overview of Apple Inc., its products, management, culture, employee benefits, and financial statements.

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Table of Contents
Marketing Analysis....................................................................................................................2
Brand Analysis...........................................................................................................................2
Product Analysis of the Business...............................................................................................2
Customer Analysis.....................................................................................................................4
Competitors Analysis.................................................................................................................5
Marketing Strategies..................................................................................................................5
Reference....................................................................................................................................6

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Marketing Analysis
Brand Analysis
The brand image of Apple Inc is significantly high which is one of the reason that the
products which is offered by the brand are always in demand. The business of Apple was
initiated by two dropouts and the same was able to create a brand image and achieve a brand
value of $ 700 million. The company has a revolutionary creative thinking environment
which always strives to create the best possible product for the customers so that it is able to
meet the expectations of the customers and thereby also create a competitive advantage in the
market. The main motto of the company is to think creative and think differently so that the
business is able to create a competitive advantage. The business has been able to stay ahead
of its competitors following such a strategy in the operations of the business (Khan, Alam and
Alam 2015). One other key aspect which plays an important role in business strategies of the
company is the presence of emotion which even allows the management of the company to
even charge higher prices for the apple products. The company also conducts different
campaigns and effectively engages in advertisement and promotions so that the business is
able to enhance the brand value.
Product Analysis of the Business
The product which is offered by the business of Apple Inc are extremely innovative in
nature and consists of the most advanced form of user interface and IOS software. This is one
of the reasons that the business has been successful in the operations and has been generating
appropriate revenues from the operations of the business. As per 2014 survey, it was analysed
that apple was the most valuable brand in the world, valued at close to USD120 billion. This
show the overall sales of the apple products have significantly increased over the years and it
is also one of the reasons that the people are even purchasing the product irrespective of the

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prices for the products (Heracleous 2013). Some of the products which are offered by the
business are Apple Iphones, tablets, Mac Computers which are quite famous in the market.
The overall sales which is generated by the company from the sales of its products is quite
high and the same shows that the company has more capacity for generating revenue in the
long run.
The life cycle analysis for the business shows the five stages of development for
products and also shows at which stage is the products of Apple Inc. As per the analysis of
different products, the lifecycle of different products are at different stages. A graphical
presentation of lifecycle graph for the company and its products are appropriately portrayed
below:
Figure 1: (Lifecycle for Apple Products)
Source: (Marketingminds.com.au. 2020)
Apple has many products which are presently at different stages of the product life
cycle. Some of the products such as Apple’s AirPods are in the growth stage of the product
life cycle which reveals that the demand for such products is on the rise. On the other hand,
Apple iPhones however are in the maturity stage of the product life cycle wherein the

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strategy of the business would be to churn out the profits as the market share is already at its
peak. It is also to be noted that some of the products of Apple are also on the decline
(Hallbäck and Gabrielsson 2013).
The management of the company continuously encourages creative thinking and
implementation of ideas so that more new products can be introduced or better models can be
introduced so that the company is able to generate revenue.
Customer Analysis
The management of the company puts great emphasis on targeting and proper
segmentation of the market so that the business is able to achieve growth in the operations of
the business. The business targets male within the age of 22 years of age to 35 years for the
apple iPhones. In addition to this, the different products such as laptops and iPods have also
different target markets considering the market trends. An appropriate analysis of the target
market is presented below in details:
Figure 2 (Apple’s Target Market)

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Source: (Cleverism. 2016)
The analysis further reveals that company has opened its own shops for the purpose of
distributing the products which is created by the business. The company also engages in
advertisement campaigns for the purpose of enhancing the sales of the business and also for
generating appropriate revenue
Competitors Analysis
The analysis of the competitor’s shows that Samsung and Dell are the major
competitors for the business of Apple Inc. Samsung is the leader in smartphone market share.
Galaxy smartphones is considered the pioneer in the industry. It is to be noted that Dell is
also a leader in the market of Computers. Dell is strong competitors of Apple in the Laptops
segment. This rivalry started many years ago when Dell introduced a competitive product
Dell DJ. Therefore, it can be said that overall competition of Apple in the market is quite high
and therefore it is imperative that the company of apple takes steps for improving the
performance of its products so as remain competitive in the market (Revella 2015).
Marketing Strategies
The market strategies’ for the company is clear as the management focuses more on
enhancing the sales by innovation and creative thinking. One other aspect which is to be
recognised for the company is that it has a strong brand image which allows the business to
appropriate manage the sales and also charge more prices for its products due to the loyalty
which the business experiences in the market. In addition to this, the management of the
company also invests significantly on promotional strategies so that all the features of the
products are known to the customers of the business.

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Reference
Cleverism. (2016). The Apple Product Strategy | Cleverism. [online] Available at:
https://www.cleverism.com/apple-product-strategy/ [Accessed 25 Jan. 2020].
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), pp.1008-1020.
Heracleous, L., 2013. Quantum strategy at apple inc. Organizational Dynamics, 42(2), pp.92-
99.
Khan, U.A., Alam, M.N. and Alam, S., 2015. A critical analysis of internal and external
environment of Apple Inc. International Journal of Economics, Commerce and
Management, 3(6), pp.955-961.
Marketingminds.com.au. (2020). Marketing Minds | apple_branding_strategy. [online]
Available at: http://www.marketingminds.com.au/apple_branding_strategy.html [Accessed
25 Jan. 2020].
Revella, A., 2015. Buyer personas: how to gain insight into your customer's expectations,
align your marketing strategies, and win more business. John Wiley & Sons.