Apple's Marketing: Corporate Objectives, Strategies, and Orientation

This report provides an analysis of Apple's marketing strategy, focusing on its corporate objectives, market orientation, and core strategies. It identifies Apple's corporate objectives as offering innovative products and enhancing stakeholder value through quality and aesthetic appeal. The report discusses Apple's dual approach to market orientation, combining product-driven innovation with market awareness. It also examines Apple's core marketing strategy, highlighting its strengths in positive branding and premium pricing, as well as its weakness in not catering to the mass market. The report concludes by linking Apple's marketing strategies to its corporate objectives of providing quality products and maximizing revenue.

Running head: MARKETING AND MANAGEMENT
Marketing and management
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Table of Contents
Corporate objectives........................................................................................................................3
Market orientation...........................................................................................................................3
Core marketing strategy...................................................................................................................4
Reference.........................................................................................................................................6

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Corporate objectives
Corporate objectives of Apple constitute of various aspects, which provides holistic
scenario for all the associate stakeholders. Corporate strategy for Apple includes offering
innovative and up-to-date products to their customers. This is one of their key objectives due to
the reason that, Apple is known for their innovative and advanced products compared to their
competitors in the market. Innovative products of Apple are one of their key competitive
advantages in the market (Heracleous, 2013). Another corporate strategy of them is the
enhancement of the value for their stakeholders including both internal and external
stakeholders. This enables them to look after the interest of their stakeholders.
Moreover, this corporate objective of them is related to the basic business concept of
maximizing sales and revenue. This is due to the reason that, maximization of the sales and
revenue will automatically enhance the value for the internal customers. On the other hand,
proving quality and innovative products will also enhance the value for the external stakeholders.
In addition, Apple also concentrates on providing aesthetic value to their customers in order to
enhance their value (Cecere, Corrocher & Battaglia, 2015). Thus, they are having universal
approach in initiating their corporate strategy covering all the related aspects.
Market orientation
Marketing orientation is having three concepts namely, marketing concept, selling
concept and production concept. Marketing concept is the most popular concept being followed
by the contemporary business organizations (Urde, Baumgarth & Merrilees, 2013). It refers to
the concept of determining the taste, preference and requirement of the customers as well as of

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the whole market and offering products accordingly. Selling orientation refers to the concept of
promoting and marketing the products being manufactured. In this case, the key concentration is
being given on the promotional and selling activities for the particular product. Production
orientation was being used till the late fifties. This refers to the concept or thinking that,
producing good quality or high quality product will automatically have market or they will create
market. In this case, preferences of the customers are not being determined.
Apple follows both the product and market orientation. This is due to the reason that,
Apple relies more on their quality of products, which creates standard and market of their own.
Every time, Apple introduces upgraded versions of iphones, a new standard in the market of
mobile device is being created (Kam Sing Wong & Tong, 2012). Moreover, iphones are not
being able to meet all the requirements of the customers but still they are popular in the market.
On the other hand, they also follow marketing strategy, which helps them to determine the
market requirement prior to the release of the products.
Core marketing strategy
The core marketing strategy of Apple comprise of various approaches including pricing,
product quality, branding. The key marketing objective of Apple is to cater to the niche customer
segment by providing quality and aesthetic products to the customers. Accordingly, they initiate
premium pricing in order to target the high end customers and to enhance the exclusivity of the
products. In addition, branding is being done in such a way that it will create premium image in
the market and will attract the customers from the top of the pyramid.
However, there are various strengths and weaknesses being identified in this strategy of
Apple. One of the key strengths is the positive branding of the products. With the help of

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premium pricing and marketing strategies, higher end customers are being effectively catered,
which shows in their sales chart (Banerjee & Soberman, 2013). One of the key weaknesses of
this strategy is the non-coverage of the entire market. Though Apple is one of the renowned and
sought after brand in the market, but they do not offer mass market and affordable products,
which refrain them from generating more volume from the market.
As discussed earlier, corporate objective of Apple is to provide quality products and
maximizing revenue. Accordingly, the marketing strategies of them including initiation of
premium pricing and innovation help them to generate more revenue and offering good quality
products.

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Reference
Banerjee, S., & Soberman, D. A. (2013). Product development capability and marketing strategy
for new durable products. International Journal of Research in Marketing, 30(3), 276-
291.
Cecere, G., Corrocher, N., & Battaglia, R. D. (2015). Innovation and competition in the
smartphone industry: Is there a dominant design?. Telecommunications Policy, 39(3),
162-175.
Heracleous, L. (2013). Quantum strategy at Apple Inc. Organizational Dynamics, 42(2), 92-99.
Kam Sing Wong, S., & Tong, C. (2012). The influence of market orientation on new product
success. European Journal of Innovation Management, 15(1), 99-121.
Urde, M., Baumgarth, C., & Merrilees, B. (2013). Brand orientation and market orientation—
From alternatives to synergy. Journal of Business Research, 66(1), 13-20.