Apple's Marketing Mix: Standardization, Adaptation, and Strategies

This report provides an in-depth analysis of Apple's international marketing strategies, focusing on the application of the 7Ps marketing mix elements. It examines Apple's product offerings, including iPhones, iPads, and Mac computers, highlighting their design simplicity, durability, and innovative features. The report details Apple's pricing strategies, such as premium pricing and price skimming, and explores its diverse sales channels, including direct sales, authorized retailers, and its official website. Furthermore, it analyzes Apple's promotional activities, encompassing advertising, personal selling, and sales promotions. The report also discusses Apple's approach to physical evidence and emphasizes its standardization and adaptation strategies for global market penetration, illustrating how the company balances global brand consistency with market-specific needs. The report concludes by referencing relevant academic sources to support its analysis.

International marketing
TASK-1

INTRODUCTIONINTRODUCTION
 Apple is a well-known company that designs, manufacturers and sells technological devices.
 The products of this company are very popular among people and the quality of services that is given by this
company is also very high.
 In this presentation the 7 element of marketing mix will be applied on the company Apple. The standardized
concept can be used by the company such as Apple in order to reduce the cot and increase the quality.
 The different in the products is minimized and there is a rapid increase in the production, streamline distribution
etc.
 Standardization is a practice of setting identical characteristics for a particular good or service.
 Adaptation is a marketing strategy where new products or services are modified based on existing products and
services.
 This can be used by the company Apple to make modifications in their products based on the current needs of the
market.

Marketing mix elements applied on Apple
Product
 The technological devices such as I phones smartphones, I pad, tablets, Mac desktop and portable personal
computers and iPod digital music and media player etc are being designed, manufactured by the company Apple.
 Via iTunes and the iTunes Store, Mac App Store, i Cloud and Apple Pay this company generates revenue.
 The operating system such as iOS and OS X are also being developed by this company and range of software such
as iLife and iWork are also being developed by this company Apple.
 Through iTunes Store®, App Store®, Mac App Store, TV App Store, iBooks Store™ and Apple Music® Apple
also sells third part digital content and application.
 For apple the product element of the market mix is market with the simplicity in design and convenience in usage.
 In general the Apple products are known for their durability and high-quality.
 The innovative features and capabilities are being there in Apple products.
 The range of Apple products is limed but they come in different sizes and colors.

Continue.
Place
The following sales channels is being integrated by the place elements of Apple
 Direct sales force- In certain markets the multinational technology company also make use of direct
sales force to promote and sell certain products. For an instance on the direct sales support Apple
relied for its advertising business ,iAd
 Retailers- There are many local Authorized Retailers such as Carphone Warehouse and Argos in
London and Mobile Guru and T-Mobile in New York.
 the official website that is https://www.apple.com/ customers can purchase Apple products.
 Direct sales force- In certain markets the multinational technology company also make use of direct
sales force to promote and sell certain products. For an instance on the direct sales support Apple
relied for its advertising business ,iAd
 Retailers- There are many local Authorized Retailers such as Carphone Warehouse and Argos in
London and Mobile Guru and T-Mobile in New York.

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Price
The following pricing strategy are followed by the company Apple
 Premium pricing – In order to put the highest price tags on its products and services apple make sue of premium
pricing strategy. This strategy is being made as the company know that the customers will surely purchase their
products as they are so well-designed. For an example I phone X has been priced USD999
 Price skimming – In order to set its prices before competitors to offer similar product the world's largest IT
companies by revenue make use of price skimming strategy.
 Geographical pricing - The use of geographical pricing strategy by Apple Inc. involves setting different prices for
products in different parts of the world.

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 Promotion
 In order to do conduct promotions of the products and services that is being given by this company it makes
use of adverting, personal selling, sales promotion and public relation etc.
 The advertising is being done by this company by making use of company website and Apple stores .
 In the form of Apple store employees who provide the product related information the company makes use of
personal selling .
 The aim is to convince the store visitors to make a purchase. The sales promotion is also being done by the
company at the Apple store.
 For an instance some Apple Stores offer old models at discounted prices when bundled with larger and more
expensive products.

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Physical evidence
 Apple Inc’s main website is situated at http://www.apple.com
 The Apple logo has evolved from its original depiction of Sir Isaac Newton under a tree to the memorable rainbow
apple to the present blue Apple with a bite taken out.
 Apple Inc’s main website is situated at http://www.apple.com
 The Apple logo has evolved from its original depiction of Sir Isaac Newton under a tree to the memorable rainbow
apple to the present blue Apple with a bite taken out.

Standardization and adaption strategy
for Apple
 By making use of standardization the company Apple will be able to reduce the cost and improve the quality of
their product and services. The establishment of global brand with a strong identity worked for the company Apple.
 The adaption concept is being used in order to adjust to each market segment. Based on the current need of the
market the product and services will be given by the company Apple. For an instance the latest phone that is
launched by the company Apple such as I phone X fulfills the needs of the needs of the current market.

REFERENCES
 Liu, Y., Li, K.J., Chen, H. and Balachander, S., 2017. The Effects of Products’
Aesthetic Design on Demand and Marketing-Mix Effectiveness: The Role of
Segment Prototypicality and Brand Consistency. Journal of Marketing, 81(1),
pp.83-102.
 Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for
business intelligence through the lens of marketing mix. Big Data Research, 2(1),
pp.28-32.
 Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage
Learning.

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