Marketing Analysis: Communication and Promotion Strategies for Apple

This report provides an analysis of Apple's marketing principles, exploring its communication strategies, including the Shannon and Weaver model, and the importance of integrated marketing communications. It examines Apple's promotional activities, such as discounts and advertisements, and their impact on sales and customer awareness. The report also applies the Ansoff Matrix to Apple's product and market development, market penetration, and diversification strategies. It concludes with recommendations for maintaining customer loyalty and improving product availability, emphasizing the need for innovation and customer-centric benefits. The report highlights the significance of strong communication and effective promotions in achieving higher revenue and market success for Apple.

ANALYSIS OF THE
PRINCIPLES OF
MARKETING FOR APPLE

TABLE OF CONTENT
INTRODUCTION.......................................................................................................................................3
TASK B.......................................................................................................................................................3
1. Communication...................................................................................................................................3
2. Shannon and Weaver...........................................................................................................................3
3. Integrated marketing communications.................................................................................................4
4. Different types of promotions..............................................................................................................4
CONCLUSION...........................................................................................................................................5
RECOMMENDATION...............................................................................................................................6
REFERENCES............................................................................................................................................8

INTRODUCTION
Communication in the organization is going to help the company to have a strong
marketing and promotional mediums for the company which is going to be discussed in the
further report. The company selected for the report is Apple which is having its headquarters in
California, United States. As of 2019 there are more than 137,000 number of employees in the
company and it serves worldwide.
TASK B
1. Communication
Communication is a process in which there is a sharing of information which is involved.
This is a very essential factor for organizations so that there is a balance in the operations and the
customers’ expectations. This gets in clarity of operations which is a very essential factor so that
the company can have a better functioning and gets competitive advantage (D O'Rourke, 2018).
2. Shannon and Weaver

This is a mathematical theory of communication so that the customers and the employees
have a better transparency in the organization. There are senders, encoders, channel, decoders,
receivers and noise included in this model. Senders are the person who have a communication to
be made then comes encoders which translate the message into a medium so that the message
can be forwarded (Cummings and Ouyang, 2020). Channel is the medium through which the
message travels from one place to the other and then decoder is decoding that message so that
when the receiver gets that message they have a clear communication and the noise is there to
remove the unwanted voice from the background of the message.
3. Integrated marketing communications
Integrated communication is created in organization so that the customers can have a
better experience so that they can communication with the enterprise or brand. This is done by
media, television, and print or in person. It is very essential for the organization to provide the
customers with a better experience so that they can have a better functioning and loyalty of the
customers as well.
4. Different types of promotions
There are a lot of methods which are used by Apple in promoting the products of the
company so that the company can make the customers more aware of the changes and the new
products which the company has come up with. The organization using two most important
factors for promotions which are discounts and advertisement which are very essential to get
more profit margins in market.
 Discounts
It is after the thanks giving there are discounts like Black Friday sales week which is started
in United States for the customers to have a better experience. It is very essential for the
company to provide these factors so that they can have a higher sale in the market. There are
special offers which are going to be appreciated by the customers because the prices for the
Apple products are priced for the premium customers. Advantages: There are a lot of customers

which will purchase products which are priced low which is a great factor for getting revenue for
the organization. This is advantageous for the shopkeepers of the organization as well.
Disadvantages: The shopkeepers give defected products to the customers in discounts which can
make the customers feel cheated and the company will have a bad reputation in the market. The
store retailers normally upgrade the prices of the products and then put a discount on the product
that is again cheating on the customers which is a negative impact on the company (Alsina and
et.al., 2018).
 Advertisements
There is a lot of advertisement which Apple is having for themselves on Google, Facebook,
television, etc. The company has started printing in the newspapers as well so that the customers
who are not socially active can be informed from this factor. The company does not take Pay-
per-click (PPC) from Google or Facebook for the advertisement which is a great advantage for
advertisement purpose. Advantages: The Company has globalized themselves in the market
which is making the company have a great advantage for themselves. There are a lot of
alternatives in the market which is why advertisement is going to help Apple to get the customers
aware of the changes and improvement in the gadgets which the company has come up with.
Disadvantages: There is a lot of investment which is required by companies so that they can
have a better functioning. There can be a wrong impression on the customers of the organization
which can be created from the advertisement which is making the company have a great
advantage for the organization by adding more revenue.
CONCLUSION
From the above report it can be concluded that there is a need for all the businesses in the
market to have a strong communication in the market so that they can have more sales which is
going to make the company have higher revenue. Promotions have to be done by companies so
that they can get their sales high and also make the customers aware of the changes which the
company has got in the company.

RECOMMENDATION
There are no recommendations for the strategies they can improve on but there has to be a
use of Ansoff for the products which the company is using so that there is a better functioning
and planning for themselves. The company developed themselves from market penetration to
diversification in no time because they have captured in the market for themselves.
 Market Penetration
Existing market and existing product is there with Apple but apple likes to innovate new
products in the market so that it can provide the customers with the best. It is very important for
the organization to use this method to get feedbacks from the customers so that there is a better
functioning to get high performance in the market.
 Product Development
Existing market but new products is also focused on by Apple so that they can get a better
feedback for the products which the company has come up with which is going to make the
improvement process easier for the company.
 Market Development
There is new market and existing product in this factor which is done by Apple when they
were globalizing themselves in the world which is a very essential factor for the company so that
there is a better functioning. The company can find out the expectation of the new customers in
the new market and that can help the company to innovate something new which can be liked by
customers globally which is going to help the company have a loyalty from the customers
globally.
 Diversification
The company is distributing their product worldwide which is a great advantage for the
company (Fayad and Flood, 2016). There are new products which the company has established
so that the best of services can be given to the new customers in the company as well. New
market with new product is a great idea for Apple for always which can make the company have
a great advantage for the organization.

The products have to be easily available for the customers, the demand for the product is
increasing but they are having a very slow processing which is making the customers turn away
from the products. The existing and loyal customers of the organization need to be control and
maintained in the company by adding new technologies and new invention which the
organization can do for the benefit of the customers. There have to be benefits for the customers
which the company will have to provide so that there is a better functioning of the organization.

REFERENCES
Books and Journals
Alsina, T and et.al., 2018. Targeting customer segments. U.S. Patent 9,881,320.
Cummings, S.Y. and Ouyang, T., Apple Inc, 2020. Techniques for identifying ingenuine online
reviews. U.S. Patent Application 16/147,089.
D O'Rourke, A., 2018. The world apple market. Routledge.
Fayad, M.E. and Flood, C.A., 2016, December. Using reputation stable analysis patterns as
model based software reuse. In 2016 Future Technologies Conference (FTC) (pp. 725-
730). IEEE.