BMP6001 Dissertation - Analyzing iPhone Marketing Strategies

This dissertation provides an analysis of iPhone's marketing strategies, focusing on sustainable practices and brand promotion. It examines the benefits and impacts of sustainable marketing, specifically within Apple Inc., and evaluates methods to enhance customer acquisition. The research explores Apple's approach to sustainable marketing, including the use of digital marketing, social media, and efforts to achieve a carbon-neutral supply chain. It also addresses criticisms regarding the cost and effectiveness of green marketing, providing insights into how Apple can improve its sustainable marketing strategies to attract a larger customer base. Desklib offers a range of solved assignments and past papers for students.

AN ICONIC MODERN
BRAND MARKETING THE
IPHONE AN ANALYSIS

Table of Contents
Abstract ...........................................................................................................................................3
CHAPTER 1: INTRODUCTION....................................................................................................3
Background..................................................................................................................................3
Background of research organisation...........................................................................................3
Research rationale........................................................................................................................4
Research questions.......................................................................................................................4
Research aim and objectives........................................................................................................5
Chapter 2: Literature Review...........................................................................................................6
Introduction..................................................................................................................................6
Benefit of sustainable marketing.................................................................................................6
Impact of sustainable marketing for promoting iPhone in marketplace......................................7
Apple can make sustainable marketing strategies more effective to acquire new customers.....9
Conclusion.................................................................................................................................10
CHAPTER 3: RESEARCH METHADOLOGY...........................................................................11
Introduction................................................................................................................................11
Research Type or Method..........................................................................................................11
Research Approach....................................................................................................................11
Research Philosophy..................................................................................................................12
Research Design.........................................................................................................................12
Data Collection..........................................................................................................................12
Sampling....................................................................................................................................13
Data Analysis.............................................................................................................................13
Ethical Consideration.................................................................................................................14
Research Limitation...................................................................................................................14
Conclusion.................................................................................................................................14
Chapter 4: Data Presentation.........................................................................................................15
Chapter 5: Discussion ...................................................................................................................23
Chapter 5: Conclusion and Recommendation................................................................................29
Conclusion.................................................................................................................................29
Recommendation.......................................................................................................................30

REFERENCES..............................................................................................................................31
Appendix........................................................................................................................................34
Abstract
Sustainable marketing is defiend as a concept to sustain the martketing practice for longer
time frame. This involve constantly attracting to the custoemr. This further ensure the sue of
environment friendly practices to deliver the marketing practices of the organisation. The
organisation is adopting diigtal marketing, social media marketing and such pracfuces to support
sustainable marketing in company.
CHAPTER 1: INTRODUCTION
Background
The sustainable marketing is defined as channelises marketing practice in such manner
that it sustain for long time frame. The concept of sustainable marketing is to revolve the entire
marketing practice around the modern equipment and tools that can support the marketing and
promotions. There are various tools that are used in sustainable marketing which include cloud
computing, artificial intelligence and such like of modern era equipments. The basic focus of the
sustainable marketing is over the three core areas such as economic, environment and social
aspect of the organisation. The complete inclusion of all these elements and factors will favour
the business unit to have a sustainable presence in against to deliver the different marketing
channels. The role sustainable market9ng play is to delegate the advantage of promotions for
long time frame by motivating target customers to buy company products for long time run. The
involvement of the sustainable marketing is to boost the overall growth and development of the
business venture. The role sustainable marketing play is to sustain the growth and development
of business venture in respective target market. Sustainable marketing is further deliver with
support of the five different strategies such as consumer orientation marketing, customer value
marketing, innovation marketing, sense of mission marketing and societal marketing technique
that allow the business houses to sustain the marketing practice for longer time run.
Background of research organisation
Apple Inc the company is founded in the year 1976 by the founder steve jobs, steve
wozniak and ronald wayne. Headquarter of the company is located in United States. Company is
currently operating its stores at approximately 515 location (Wołek and et.al., 2021). The

organisation has been involved in multiple product options such as computer hardware, computer
software, consumer electronics, cloud computing, digital distribution, fabless silicon design,
semiconductors, media, retail, financial technology and artificial intelligence. All these are the
various number of sector associated with the business spectrum of the Apple Inc. Company is
also been involved in delivering the sustainable marketing practice that further empower the
business venture to mitigate the respective business objectives. The role of the company is to
deliver the various technical requirements of customer with the support of latest and modern
technical equipments and practices which support the venture to mitigate all different business
objectives.
Research rationale
This research is based on the topic of sustainable marketing practice which is associated
with the modern need and requirement of the business venture. This research is very significant
in the current time of covid pandemic where business sustainability has become an issue for the
business houses at the global level. In such a situation this become very crucial for the business
houses to influence the growth of the venture with the use of an appropriate marketing tactics
that can support the organisation taking on the competitive advantage in the respective target
market (Dzwigol, Kwilinski and Trushkina, 2021). IN such a situation this research play an
important role as it will direct and guide the business houses to delegate te suitable marketing
practices for enhancing the growth and sustainability of the venture. Further the internal growth
related to all different stakeholder will also direct and reflect in this research study. In the past
few years entire business world has seen a very complicated time where all kind and areas of
functions of company has seen a huge challenge. In such a situation this study create more
impact to reassure the need and demand of the marketing for the business houses at a global level
even for the well established venture to attract more growth and development opportunities. This
study is very diversified as well as it cover all aspect that include sustainable marketing along
with its impacts that will further justified different techniques to be used for delivering the
sustainable marketing practices at the work place.
Research questions
 What are the benefits of sustainable marketing?
 What is the impact of sustainable marketing for promoting iPhone in marketplace?

 What are the ways by which Apple can make sustainable marketing strategies more
effective to acquire new customers?
Research aim and objectives
Research aim:
The aim of this research is "to analyse the impact of sustainable marketing for promoting iPhone
in market to attract large customer base". A study on Apple.
Research objectives:
 To determine the benefits of sustainable marketing.
 To identify the impact of sustainable marketing for promoting iPhone in marketplace.
 To evaluate the ways by which Apple can make sustainable marketing strategies more
effective to acquire new customers.

Chapter 2: Literature Review
Introduction
Literature review is a section of report that critical; discuss all different areas of the
rehears topic. Theme are made to discuss the whole topic of research. This is more like an
overview about the previous published work or academic article that can direct the scholar for
collecting an appropriate information to achieve the overall aim and objective set behind the
study is conducted.
Benefit of sustainable marketing
As per the views given by Arbouw, Ballantine and Ozanne (2019), sustainable marketing
is a wide concept that is used by many business houses. This entire practice of marketing
promotion support the business venture to ensure multiple advantage which further allow the
company to ensure mitigation of all different aim and objective of the business venture. The
entire practice of sustainable marketing allocate different advantages to the business houses that
include the fact that this play role in improving the brand value of the business house. This is
important for the organisation to support the brand image in respective target market with
support of the sustainable marketing practices. The role marketing play is to polish the brand
value in front of the target customer so that company can achieve all its business targets.
Henceforth, it can certainly state a fact that marketing is one of the core area or function which
will empower the business unit to cherish the brand image in process to achieve all different
business objectives.
The criticism has been made by Amarando, Assenov and Visuthismajarn (2019), over the
sustainable marketing tactic is that this whole concept comprises with multiple techniques and
methods of marketing and promotion that create a confusion in the mind of the stakeholder to
utilise this concept. Scepticism is also arise in the mind of the stakeholder as almost every single

business venture is following this trend that do not strategically provide any competitive edge to
the business house.
Nicolaides (2020), has mentioned that improve productivity and reduce cost is also
considered as a major advantage associated with the business venture in order to practice
sustainable marketing technique. This can be mentioned as a fact that this is among the core
marketing practice that will empower the business venture to use this practice efficiently as it
would empower the business unit to make a different brand image. Increased production and
reduce cost create a direct impact over the profitability of the business venture. Hence it can be
directed with the fact the role sustainable marketing play is to ensure the best form of functional
activity to reduce the cost of operation along with raising the productivity of the business
venture. The views of the Hüttel and et.al. (2018), over the sustainable marketing practice is that
it further improve the ability of the business venture to comply with regulations. This is among
the core benefit associated with the sustainable marketing practice is such that it will allow the
business venture to improve the business ability in order to comply with different business
regulations. Scholar also highlighted that reduce waste is also another advantage that the
sustainable marketing practice all;ow to the business unit. This is very important feature
associated with the sustainable marketing practice which allow the business unit to continue with
this approach of marketing instead of utilising the traditional marketing practices. Further this
technique also make the stakeholder of the business house to be more happy and satisfied with
the approaches undertake by the business venture to operate the marketing practices.
The Hamid, Isa and Kiumarsi (2021), has criticised the use of sustainable marketing
concept in its study over the fact that green marketing is way more expensive than the usual
marketing practices. As this involve the use of all the modern equipment and technologies that
further increases the cost of marketing ion comparison to the other usual marketing models and
practices. Financial resources are all limited in number which require the marketers to adopt this
practice with the proper control over the budget. Gren marketing involve the use of additional
funds and finances that will further restrict the business entity to gain the competitive edge in
context to the other usual marketing tactics.
Impact of sustainable marketing for promoting iPhone in marketplace
As per the views illustrated by Haid and Albrecht (2021), sustainable marketing
technique involve the use of such products and equipments that respect environment and such

like of elements which support the business house to protect the environment. Apple Inc
Company also favour the use of the practice of sustainable marketing that will eventually
empower to the business house for delivering this marketing practice in order to promote all
different products of the business venture. The aim of the sustainable marketing practice for the
business venture is to improve life quality by promoting the products of the organization,
services of company and idea associated with the business which eventually do not play any role
in harming the whole nature and society. The organisation is aiming to have a carbon neutral
supply chain network by 2030. This is a kind of a long term vision of the business house in
respect to the business sustainability. This whole concept of sustainable marketing has benefited
to the organisation in respect to cherishing the brand image at a global level as company is
highly involve in providing the sustainable service in against to marketing and promotion that
further protect the natural resources and do not create any harm in environment,.
The criticism has been supported by the Park and Lin (2020), in respect to the Apple Inc
Company sustainable marketing practices adopted. The scholar mentioned the fact that the major
emphasis of the business venture is over using the modern marketing practices that are highly in
fashion. This involve digital promotions, social media marketing, search engine and such kind of
techniques that eventually distract the venture from the concept of sustainable marketing
practices. The major concern of the business venture even if they are ap;lying the concept of
sustainable marketing is over profit making opportunities that do not prioritises the use of
sustainable marketing tactics in delivering the regular marketing and promotion activities.
The Apple Inc Company has been involved in practising the sustainable marketing in
delivering the regular marketing or promotions activities. Sabaitytė and Davidavičienė (2018),
has stated the fact that the Apple Inc Company's leadership is directing all its operations such as
manufacturing, services, marketing and all other with the use of tools and techniques associated
with the sustainable marketing practices. Company is deeply influencing to protect the nature
along with supporting business objectives. The impact of this is that iPhone become one of te
major brand when it comes to mobile phone network at a global level. Company has been
capable enough to establishes a very loyal customer base t=along with boosting up the growth
rate of venture. Currently the iPhone brand is increasing its growth rate at the rate of
approximately 5% every year. The growth rate is very rapid for the organisation that could allow
the venture to ensure all its business objectives. Kumar and Patil (2018), has also mentioned that

the practice of sustainable marketing also allowed the company to gain the trust of investors and
different stakeholders. Shareholder of company are also highly satisfied with the performance of
the business unit along with the contribution that business unit is making in sustaining and
protecting the nature. People all across the globe become very aware with the conservation of
natural resources and protect the climate from all the negative factors. The continuous
involvement of company made it able to establish a very positive brand value that can empower
the business unit to maximise its success in respective target market. Further this could empower
the company to take on the competitive advantage at a global level by selling the most number of
phone in the developed countries like America, Australia and such other.
The criticism has been made by the Sharma and Jha (2017), Apple Inc Company is
among the fastest growing multinational organisation. The company operations are situated at a
global level which do not allow the business unit to give specific emphasis over sustainable
marketing practices. As the organisation and its leadership do not get much time to give specific
attention to this ideology which do not direct the business venture to prioritise this over company
vision. Hence the practice related of sustainable marketing do not deliver by the venture in the
same capacity as other operations perform by venture due to unavailability of the profit element
in the operation.
Apple can make sustainable marketing strategies more effective to acquire new customers
The Apple Company can follow the following tactics in order to execute the sustainable
marketing practices in the business venture. This include consumer orientation market. This is
about to design the whole marketing campaign on the basis of the target customers of the
organisation. This is very significant and crucial marketing tactic that find very convincing for
the target customer in the market. As per the views of Dźwigoł (2021), consumer orientation
marketing practice is about to delegate the marketing practices on the basis of the potential
customers associated with the business venture., This involve based on the choices and
preferences of the target customer framing the most engaging marketing campaign that can
mitigate all the demand of the customer in against to the marketing campaign launch by the
venture. Customer value marketing can further be approached by the business organisation when
it comes to executing the marketing practices. This is a very significant approach of marketing
and promotion that support the venture to ensure proper allocation of all the aim and objective of
marketing in the best way possible.

The Font and McCabe (2017), has criticised that usually the profit making objective spoil
the whole marketing practice adopted by the venture. This objective of the business entity
completely direct the marketing process on the basis of the requirement of the target customer in
market.
The views of the Lee and et.al. (2020), illustrated the fact that innovative marketing is
also a crucial way to deliver the marketing or promotional practic4s of the business venture. This
involve with support of innovative ideas and tactics apple company can easily gain an strategic
or competitive advantage over other brands operate in same market segment. This is a very
creative way to attract potential customer for influencing the buying decision of respective
customer in market. This is one of the best way to advertise the products and services of the
company such as iphone because with the help of internet the company can measure and analyse
its marketing results. Thus, the innovative marketing strategy is highly recommendable to the
company in order to effectively increase customer base. Here, the company can launch
sustainable campaign and program at social media sites.
However, the Krasyuk, Yanenko and Nazarova (2020), has stated that the adoption of
innovative marketing will cause cost increment to the company and is also one of the time
consuming strategies. Investing money in campaign and software's is very risk because any
wrong choice will lead to heavy loss to the company. Along with that the company also need to
provide high training and development sessions to their employees which affects their time
management which they require to complete their daily tasks. This many also affects the security
and privacy issues which further lead to hacking of confidential data. Thus, before implementing
any strategy the company have to properly analyzed it.
Conclusion
This section has critically analyzed the aims and objectives the present research project.
This has concluded the meaning of sustainability marketing and the impact of sustainability
marketing over the promotion of Iphone product of Apple company. Lastly, the LR section has
also critically concluded the sustainable marketing strategies that Apple company need to adopt
in order to effective acquire and attract new customer base for their Iphone product.

CHAPTER 3: RESEARCH METHADOLOGY
Introduction
Research methodology is also one of the crucial parts of the dissertations which has been
stated the method and steps are involved in making the research project successful. This section
states the method, types and approach of research is being used for attainment of aims and
objectives of the research. This also covers the ethical consideration and research limitation
which affects the research.
Research Type or Method
This is basically one of the most crucial aspect of RM which describe the method and
type of research has been selected to make the present research project successful. Generally,
there are three type of research and that is qualitative, quantitative and mixed approach. The
qualitative research is a type in which the beliefs and attitudes of the people are used rather than
numeric data of the study. While on the other hand, the quantitative research is a type which
takes only factual data and information that must be based on the numbers and figures rather than
beliefs. The mixed method of research involves both qualitative and quantitative type in order to
undertake the research. In the present research project, the quantitative method has been used by
the scholar in order to successful achievement of aims and objectives. The reason behind this is
that the sustainability marketing and its impact is easily analyzed by gathering the theoretical
information provided by different authors. It is also helpful in increasing the knowledge base of
the researchers and the readers of the study (Tiwari, Arya and Bansal, 2017).
Research Approach
This describe the plans and procedures the researcher has been used in order to complete
the thesis. This are of two types and that is inductive and deductive approach in which the
inductive is relates to the first formation of aims and objectives and then completing the study on
that particular direction. But the deductive approach is based on the formation of hypothesis and

after that testing it in order to check whether it is correct or not. For the completion of this
research, the scholar has selected the inductive approach because it perfectly suits with the
qualitative type of research. In order to achieve the aims of the research and identify the impact
of sustainability marketing strategy over the Iphone promotion and Apple company customer
base the inductive approach is suitable and appropriate. It is because this approach provides the
clear and ultimate outcome of the study.
Research Philosophy
This basically defines the beliefs and values that are used to complete the research of the
scholars. Here, the two type of philosophy available to the scholar is interpretivism and
positivism. The interpretivism is a philosophy which state that for achieving the aims and
objective of the research the human interest is involved while in the positivism philosophy the
factual data is used. That’s why, in this present research the interpretivism philosophy has been
used by the researchers to analyse the impact of sustainability marketing impact over the
products promotion of the company (Zawacki-Richter and et.al., 2020). It is also used because it
fits with the qualitative approach.
Research Design
The research design means the framework that used to complete the whole research and
this involve the different techniques and methods. The two types of research design are
descriptive and experimental and the scholar has selected descriptive research design for the
current project. It is because this is a research design that main aim is to identify and describe the
research problem and solve the research question in depth and logical manner. As the present
research is a qualitative study so selection of descriptive design is more suitable than the
experimental design (Dodds and Hess, 2020).
Data Collection
For the success and timely completion of the study, identifying the best sources of
gathering and collecting data is more than important. This describes the sources from where the
scholar collects the data for achieving research aims and objectives. The two types of resources
available to each researcher are primary and secondary sources and the scholar has used both the