Dissertation: Apple Inc. Marketing, Competitors, and Weaknesses

This dissertation proposal investigates Apple Inc.'s marketing strategies, focusing on their effectiveness, weaknesses, and the competitive landscape. The study aims to evaluate the role of marketing in Apple's success, identify shortcomings in their strategies, analyze key competitors like Dell and L...Read More

Dissertation proposal

Table of Contents
Research Topic: Apple Inc. competitors and their marketing strategy and weaknesses.................1
INTRODUCTION...........................................................................................................................1
1.1) Background for the study................................................................................................1
1.2) Importance and rationale for selection of topic...............................................................1
1.3) Aim of the research project.............................................................................................2
1.4) Research objectives.........................................................................................................2
1.5) Research questions..........................................................................................................2
1.6) Scope and limitation........................................................................................................2
Literature Review.............................................................................................................................3
To evaluate about the role of marketing strategies in the success and worldwide invasion of
Apple Inc................................................................................................................................3
To implicate about the main weaknesses and shorting coming in the marketing strategies of
Apple Inc................................................................................................................................4
To review about the main competitors of Apple Inc. along with weaknesses in their strategy
................................................................................................................................................5
To determine the better ways that can be adopted by Apple Inc. to become more successful
and have better invasion at global level.................................................................................6
Research methodology.....................................................................................................................7
Ethical consideration........................................................................................................................9
Time Frames....................................................................................................................................9
REFERENCES..............................................................................................................................10

Research Topic: Apple Inc. competitors and their marketing strategy and
weaknesses
INTRODUCTION
1.1) Background for the study
Apple Inc. is a well known multinational technology based company the main headquarter
of which situated at California, United States. The main operations and dealings of Apple inc.
comprises of designing, developing and marketing consumer electronic product and other
electric accessories across the world (Palmatier and Sridhar, 2017). Apple inc. is the leading and
most successful technology company in the world which is differentiated from its competitors
through its effective product innovation, exclusive design and most prominent and effective
marketing strategies. The product portfolio of Apple inc. comprises of Mac, iPhone, iPad, iPod,
Apple Watch, Apple TV, Digital content, Software, Accessories and other associated Cloud
services (Budzinski and Kuchinke, 2020). Thus, being a multinational company and operating in
technology sector a huge level of competition is faced by Apple Inc. thus, current study is lead
out to evaluate about the marketing strategies of Apple Inc. along with determination of their
competitors and weaknesses.
1.2) Importance and rationale for selection of topic
The selection of current topic is important as it is viable and rationale to evaluate the
marketing strategies of Apple Inc. that plays a vital role in its success and global invasion. Apart
from this, Apple Inc. is a multinational company which faced a high level of competition threat
thus, determination of its competitors and along with their weakness is helpful and important to
ensure adoption of betters strategies and ways to have better success and enhanced performance.
A description and analysis regarding the importance and the role of marketing strategies in the
success and worldwide invasion is also made along with analysis of better ways to become more
successful and have better invasion at global level which is rationale and important from
organisational view pint. Apart from this, selection of current topic is also meet the personal
interest of researcher along with ensuring better skills development and enhanced knowledge on
selected topic.
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1.3) Aim of the research project
The main aim set out for current dissertation is, “To evaluate about the marketing
strategies of Apple Inc. along with determination of their competitors and weaknesses”. A
research work on Apple Inc.
1.4) Research objectives
Following are the main objectives set out for current investigation on Apple Inc.
 To evaluate about the role of marketing strategies in the success and worldwide invasion
of Apple Inc.
 To implicate about the main weaknesses and shorting coming in the marketing strategies
of Apple Inc.
 To review about the main competitors of Apple Inc. along with weaknesses in their
strategy.
 To determine the better ways that can be adopted by Apple Inc. to become more
successful and have better invasion at global level.
1.5) Research questions
The research questions evaluate under current dissertation are stated as below:
 What role is played by marketing strategies in the success and worldwide invasion of
Apple Inc?
 What are the main weaknesses and shorting coming in the marketing strategies of Apple
Inc?
 Who are the main competitors of Apple Inc. along with weaknesses in their strategy?
 Is there any better ways that can be adopted by Apple Inc. to become more successful and
have better invasion at global level?
1.6) Scope and limitation
The scope of current dissertation is wide which comprises of evaluation about the role of
marketing strategies in the success and worldwide invasion of Apple Inc along with implication
regarding the main weaknesses and shorting coming in the marketing strategies of Apple Inc.
Beside this, a deep discussion about the main competitors of Apple Inc. along with weaknesses
in their strategy is also made to develop better understanding abut selected research topic.
Further, the main focus and scope of current investigation consists of determination of any better
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ways that can be adopted by Apple Inc. to become more successful and have better invasion at
global level.
The main limitation and shortcoming associated with current dissertation is based on lack
of sufficient resources and adequate amount of time along with collection of reliable data for
study. Therefore, implication of suitable research method is made for collection of data to meet
set objective in a better way. Further, implication of Gantt chart is useful in overcoming the
issues of time management through leading effective time frames for timely completion of
activities.
Literature Review
It forms one of the most vital and crucial chapter of a dissertation which comprises of a
discussion and evaluation of various available secondary information to get better understanding
about selected research topic along with providing a base for further investigation through
analysis of objective (Gilbert, 2020). Literature review provides a comprehensive summary and
description about previous research work on a specific topic with the help of surveys of scholarly
articles, journals, books, documents and other relevant sources to clearly enumerate, describe and
evaluate set objectives (Jeong, Lee and Lim, 2019). The current literature review is based on
marketing strategies of Apple Inc. along with analysis about its competitors and weakness for
which a number of online articles and journals are reviewed a discussion about which is provided
below:
To evaluate about the role of marketing strategies in the success and worldwide invasion of
Apple Inc.
As per the view point of Chirag Kulkarni, 2016, marketing is essential for good business
which helps to reach and connect with target audience and lead to better growth and invasion of
organisation. Marketing strategies and exclusive way of promotion provides a method for Apple
Inc. to differentiate itself from its competitors and allows to focus in its strengths to attract and
cater larger customers through providing better quality product and services. The marketing
strategies of Apple Inc. is having many key features which makes it better and more attractive
than its competitors in business environment and plays a vital role un its success and worldwide
invasion a description and evaluation of which is provided below:
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Keep marketing strategies simple- Apple Inc. is used to keep its marketing strategies
simple as technology consumers often get over whelmed with complex marketing strategy and
leads to creation of confusion in their minds. Apple Inc. Keeps its marketing message very
straightforward with simple graphics without much use of jargon or any other complex technical
terms so that consumers can translate and understand marketing message in a better and more
effective way without any complexity and confusion (Yang, Nam and Kim, 2018).
Leverage reviews- The another key aspects of marketing strategy of Apple Inc. comprises
of getting regular reviews from its customers along with implementing relevant suggested
modification in its services and products which makes it more better to meet the expectation and
desire level of consumers. Apple inc. is having a strategy of offering free trail and sample to
have and exchange testimonial and review of its customers at social media and websites which
makes its customers happy and attracted towards its product and services (Lee, Zhou and Wang,
2018).
Knowing Audience through speaking in their language- The another vital marketing
tactics of Apple Inc. consists of interacting with customers in their common or local language
which lead to a deeper bond with customers at global and international level thus, plays a vital
role in world wide invasion of Apple inc. through encouraging its global sales. Keeping in touch
with customers and focus on study of needs and wants of customers through regular interaction
and talk at social media offers enhanced success to Apple inc. and enhance its invasion and
expansion at global level (Heracleous and Papachroni, 2016).
To implicate about the main weaknesses and shorting coming in the marketing strategies of
Apple Inc.
According to the information provided by Hitesh Bhasin, 2020, Apple inc. is a global
brand which is well known for its product quality and services but still some treats and short
coming are faced by Apple inc, in its marketing strategies which hampers its performance and
success level. The one of the major weakness of Apple Inc. at global level comprises of difficulty
in meeting its customers expectations as being a leading company a larger number of market
share is targeted by Apple inc. thus, the marketing strategies of Apple is left behind and not able
the maintain a balance with needs and expectation of its customers. Further, as a larger target
market is addressed by the Apple inc. thus it is more difficult and weakness of marketing
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strategy of Apple to have a strong emotional connection and better interaction with its customers
at international level that is a weakness and shortcoming of its marketing strategy (Payne, 2017).
Apart from this, use of simple and traditional form of marketing and promotion strategy
limits the scope of success for Apple inc. along with its incompatibility with other devices which
leads huge impact on consumer decision making. Beside this, the premium pricing strategy and
dependency in fewer products is also creating weakness for marketing strategy of Apple inc. as it
limit the marketing content and promotion strategy to attract and cater larger number of
customers at global level (Alnabhan, 2020). Apart from this, the high level of competition and
increasing threats from competitors like Dell, Sony, Lenovo who are making continuous
modification and improvement in their marketing strategies through use of more innovative and
viable technology is again creating weakness and shorting coming for marketing strategies and
promotion of Apple Inc. at global level that is affecting its sales margin and worldwide invasion.
To review about the main competitors of Apple Inc. along with weaknesses in their strategy
With respect to the information provided by Umar Farooq, 2019, Apple inc. is a famous
corporation deals in design, developing and marketing consumers electronics products and other
associated accessories worldwide and seek to differentiate its product with high level of
innovation, exclusive design and effective marketing strategies. But still a high level of
competition is faced and encountered by Apple from other global companies in international
market a discussion and evaluation of which is provided below:
Dell- It is an American multinational computer company which deals in manufacturing,
selling and repairing of computers and other parts and give strong competition to Apple
especially in laptop segment. The weakness and drawback of Dell in comparison with Apple
comprises of less loyalty in customers along with the strong brand awareness of Apple in mind
of consumer which is reflecting the shortcoming and weakness of marketing strategy of Dell
(SUWANDHI, 2016).
Lenovo- It is a multinational technology company the main headquarter of which is
situated at China, and North Carolina, United States of America and is the biggest threat and
competitor of Apple. Lenovo is currently the global leader in terms of providing Tablets,
Laptops, Computers and other software and telecom services thus, it is the main competitor of
Apple. The main challenge and issues faced by marketing strategy of Lenovo is based on the fact
that its laptops and devices are facing heating issues that lead to its negative image in market and
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taken as failure of marketing strategy as it does not lead to improvement in its image at global
level.
Sony- It is a Japanese corporation headquarter of which is located at Minato, Tokyo. The
main operations of Sony comprises of gaming playstations, consumer electronics,
Telecommunication equipment and computers thus, leading significant competition for Apple
inc (Palmatier and Sridhar, 2017). The only drawback of marketing strategies of Sony comprises
of limited reach and assess to customers at global level.
To determine the better ways that can be adopted by Apple Inc. to become more successful and
have better invasion at global level
According to the information provide by Jonny Evans, 2020, the better and more effective
ways that could be adopted by Apple inc. to become more successful and better invasion at
global level consist of making improvement and timely modification in its marketing strategy to
connect and interact with its customers in more better and effective way. A discussion about the
ways that that can be adopted by Apple Inc. to become more successful and have better invasion
at global level are discussed as follows:
Find Uniqueness in its content- The foremost change that can be adopted by Apple inc. is
just creating and promotion in a unique and most exclusive way through coming up with new
and more innovative ideas in a regular basis to keeps its target customers attracted towards its
marketing strategy and products and services. Unique value proposition not helps in attracting
larger number of customers but also provides higher competitive strength for Apple Inc. to have
better success and enhanced invasion at global level (Wei, Che-Ha and Mohezar, 2020).
Empathize with audience- The another strategy for having better invasion at global level
comprises of empathizing with audience through making efforts to know and meet the actual
desires and needs of target market. Thus, adoption of right platforms and digital channels must
be made by Apple inc. to connect and interact with its customers in a far better and interactive
way.
Create experience through appealing emotions- The another way to attract and cater larger
number of customers at global level consists of creating long lasting experience for customers
through leading memorable and entices them to come back again for purchasing and
experiencing the quality of life (Jeong, Lee and Lim, 2019). It might consists of creating more
effective videos and content which comprises of storytelling and sensory dimensions about
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product and services in order to enhance excitement and emotional touch in customers for buying
of product and services for better success and global invasion of Apple inc.
Research methodology
This section is a vital part of dissertation that facilitates information regarding the proposed
and expected research method that are applied by a researcher for data collection and performing
the activities during leading an investigation (Gilbert, 2020). Adoption of research onion model
is made to adopt and select appropriate research methods and approaches for current
investigation based on Apple inc. a justification and reason for selection are provided below:
Figure 1: Resercah Onion, 2020.
Research philosophy- Four main types and categories of research philosophies are there
which are presented by the first layer of research onion which consist of positivism, realism,
pragmatism and interpretivism. From theses four category of philosophies, adoption and
utilisation of positivism is most justifiable and suitable for current investigation as it ensures a
systematic and scientific way of study through supporting numeric and quantifiable data.
Research approach- Two main parts are there which represent the approaches for leading
out an investigation that includes inductive and deductive form of approaches. As per the
quantifiable nature of current investigation, application of deductive approach is more suitable as
well as justifiable as it leads and ensures effective testing and scanning of numeric facts to meet
set objective in a better way (Budzinski and Kuchinke, 2020).
Research strategy- This layer of research onion provides information about the resrch
strategy that provide a framework and complete base for an investigation and comprises of
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various techniques like survey, experiments, case study, grounded theory, action research, etc.
With respect to current investigation on Apple inc. implication and utilisation of survey strategy
of research is being made as it provides the most easiest and simplest way for collection of data
with the use of questionnaire. The evidences is provided in the justification of survey strategy
that it leads to better review of facts and information collected with questionnaire from a wider
and larger section of respondents for more effective study.
Choices of method- Under this layer of research onion a choice and selection of research
method is made from the three main categories consists of qualitative, quantitative and mixed
nature of research method. In accordance with current investigation on Apple inc. use and
application of quantitative research method is most suitable and justifiable as it ensures
collecting and gathering of numeric facts to ensures and lead better understanding in form of
numeric results (Palmatier and Sridhar, 2017). Apart from this, quantitative form of research
method also leads and ensure better communication and presentation of facts for better
achievement and accomplishment of set objectives.
Time horizons- There are two basic forms of time horizons consist of cross sectional and
longitudinal time duration from which adoption of cross sectional has been made the justification
behind which comprises of leading out and presenting research activity at single point of time
within a limited and short period of time.
Data collection and analysis- Collection of data for current study could be made from two
main origin and sources of information consist of primary as well as secondary sources of data
collection. The reason for collecting information from primary data is based on the perception
that it provide first hand data that is collected by researcher through its own efforts thus,
provided most authentic and reliable form of data for study (Wei, Che-Ha and Mohezar, 2020).
Further, collection of data from secondary sources is also appropriate and justifiable as ensures
support for primary facts along with leading a base for investigation with the help of review of
past facts and information. Collection of primary data would be made with the help of a
questionnaire where secondary information is gathered from online articles and journals.
Sample method- Through making use of random sampling method a sample size of 35
participants is selected for current investigation from the employees of Apple inc.
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Ethical consideration
To meet the ethics and set principles during current investigation adoption and
implication of BERA code of ethics is made. Further, due consent and prior approval is taken
from all participants before their involvement in research activity to ensure that their feelings and
sentiments does not get hurt during the course of investigation. Apart from this, adoption of data
protection act is also made to ensure safety and privacy of collected data for current study.
Time Frames
To present the time frames and research duration use of following Gantt chart is made that is
providing information about various activities along with their time duration in a diagrammatic
and systematic way.
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REFERENCES
Books and journal
Alnabhan, O., 2020. Literature Review Marketing New Products. Apple Inc.
Budzinski, O. and Kuchinke, B. A., 2020. 2 Industrial organization of media markets and
competition policy. Management and Economics of Communication. 30. p.21.
Gilbert, R. J., 2020. Innovation Matters: Competition Policy for the High-Technology Economy.
MIT Press.
Heracleous, L. and Papachroni, A., 2016. Strategic Leadership and Innovation at Apple Inc.
SAGE Publications Ltd.
Jeong, C.Y., Lee, S.Y.T. and Lim, J.H., 2019. Information security breaches and IT security
investments: Impacts on competitors. Information & Management. 56(5). pp.681-695.
Lee, H.H., Zhou, J. and Wang, J., 2018. Trade credit financing under competition and its impact
on firm performance in supply chains. Manufacturing & Service Operations
Management. 20(1). pp.36-5
Palmatier, R. W. and Sridhar, S., 2017. Marketing strategy: Based on first principles and data
analytics. Macmillan International Higher Education.
Palmatier, R.W. and Sridhar, S., 2017. Marketing strategy: Based on first principles and data
analytics. Macmillan International Higher Education.
Payne, B., 2017. Brand Positioning and its Usefulness for Brand Management: the Case of Apple
Inc. Newcastle business school student journal. 1(1). pp.51-57.
SUWANDHI, D. R., 2016. The Marketing Strategy of iPhone (Doctoral dissertation, Vysoká
škola ekonomická v Praze).
Wei, C.C., Che-Ha, N. and Mohezar, S., 2020. Evolution of Supply Chains and Dual Marketing
Strategies: A Case on the Impact of Public Policy on Dual Marketing Strategy. In Beyond
Multi-channel Marketing. Emerald Publishing Limited.
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Yang, S.H., Nam, C. and Kim, S., 2018. The effects of M&As within the mobile ecosystem on
the rival's shareholder value: The case of Google and Apple. Telecommunications Policy.
42(1). pp.15-23.
Online:
Chirag Kulkarni. 2016. 10 Things You Need to Learn From Apple's Marketing. [Online]
Available Through:< https://www.entrepreneur.com/article/280692 >.
Hitesh Bhasin. 2020. SWOT analysis of Apple Inc – Apple SWOT analysis. [Online] Available
Through:< https://www.marketing91.com/swot-analysis-apple/ >.
Umar Farooq. 2019. Apple Competitors. [Online] Available Through:<
https://www.marketingtutor.net/apple-competitors/>.
Jonny Evans. 2020. 7 ways Apple can improve enterprise productivity. [Online] Available
Through:< https://www.computerworld.com/article/3516391/7-ways-apple-can-improve-
enterprise-productivity.html >.
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