Marketing Fundamentals Assessment 1: Apple Inc. Marketing Strategies

This assignment provides a comprehensive analysis of Apple Inc.'s marketing strategies, focusing on the four key elements of the marketing mix: product, price, place, and promotion. The analysis begins with an introduction to marketing fundamentals and the context of Apple Inc., detailing its product range, mission, and vision. The product section examines Apple's product mix, with a specific focus on the Apple Watch, its features, and packaging. The price strategy explores Apple's premium brand image and price skimming strategy. The place section discusses Apple's distribution channels, including its own stores, authorized retailers, and online platforms. The promotion section covers Apple's various promotional activities, including online and offline mediums, social media, personal selling, and brand ambassadors. The assignment concludes with a list of references, including books, journals, and online resources.

MARKETING
FUNDAMENTALS
ASSESSMENT 1

INTRODUCTION
Fundamentals of marketing is a core concept within the organisation that can revolve around the
four aspects which are product, price, place promotion. This helps in capturing the large market and
attracting the number of customers. In this Apple Inc company is to be taken that is headquartered in the
United State and deals in designing, developing and selling the consumer electronic, online services and
computer software’s etc. It includes the four Ps of the marketing for gaining profits. These elements of the
fundamentals of the marketing are used to communicate with the target audience and also gaining the high
profit margin in a small period of time. These factors are very impactful for developing the tactics related
to long term survival. In this company can adopts the use of these Ps so that they can easily communicate.
Communication is very essential for the organisation to creating awareness within the market related to
products and services.
Background of the company
Apple is one the largest multinational company
headquartered in Cupertino, California that can develops,
design and sell the consumer electronic and computer
software and also the online services to their customers
within the marketplace. The company deals in number of
product range that are iphone, ipod Laptops, computers,
Apple watch ect. The company was founded on 1976 by the
founder Steve Jobs, Steve Wozniak, Ronald Wayne. The
mission of the company is to bring the high user experience
to the buyers by their innovation, software, hardware and
services. The vision of the business enterprise is that they
believe that we are on the face of the earth to make the
unique products and that not to be changed. To complete the
blog for communicating this includes the specific product of
Apple that is Apple watches. It is a line of smart watches
that is used for fitness tracking, health oriented capabilities
that is integrated with iOS and other available Apple
products and services. the total working employees of the
company is around 70000 in all over the world and also
have the unrivaled success within the marketplace. This will
attracts the high customer’s base for a longer period of time.
The products of the company are the major preferences of
the people in terms of buying the expensive products and
services.
Figure 1: Apple logo
Figure 2: Steve Jobs

Figure 3: The most advanced Apple Watch yet. In all the latest looks.
Figure 4New Products and Software Coming in 2021
PRODUCT
A product refers to a thing that is
used by the company to gain the
profits and making the connection
within the market.Apple product mix is
based on the number of products that are
iPhone, iPad, Ios, macbook, Apple watches,
Apple homepod etc. In this way the range of
products are to be quite large. Apple
watches are the main attraction of the
people now days. It is the best product of
the company which includes the six series.
In this the quality of the Apple watches are
most advanced, having large screen, most
sensors. It is a life improver of a people who
use it. The major benefits of Apple watches
are that they help in tracking the health of
the people so that they feel active and away
from the health related issues. The
packaging of the Apple Watches is contains
the two separate items one is charger and
another one is the watch and with this an
unattached band box separately. That will
inspire people to look a Apple watches
once. The organisation can able to attracts
the number of customer with their Apple
Watches and it is high class and advanced
watch. The Apple Watches are heavy in
their specifications but light in their weight
that will highly capture the customers
attention and also retain with the firm for a
longer period of time.

PRICE
Figure 5: Apple pricing
The price is the value or the thing without it no products and services are to be sell to the customers. Apple
Inc can build their high image within the marketplace as a premium brand. They generally design the high
range products and services. Apple adopts the price skimming strategy within the marketing to market their
Apple watches. It reflects the high price of the products at the time of launching but it is to be deduced
after some period of time. The price of watches is to be fixing in- stores as compare to the out stores
because of discounts are to be provided by them to their customers for a particular period of time. They
generally attract the high elite customers or the gadget lover people. To attract the customers towards the
Apple Watches company can use the high technology in designing their offering that helps in tracking the
lives of human who adopts to use it. In this Apple mobile phones that are Iphone and computers are also
very effective that will attract the customers. The price of these products is high that only targets the high
elite customers and businessman who wants to show their status in the society. Their mcBook are also
attractive and innovative with premium pricing.

PLACE
It refers to that where company can sell, attracts the
customers towards their products and services. Apple is the
company that can follow the appropriate guidelines for
selling their products. They have a major control over their
distribution and for this they can authorize the several stores
for selling their exclusive range of the Apple watches. Due
to their exclusive nature organisation can have a lower cost
in distribution. They can distribute their Apple Watches
series from their Apple stores, authorized retailers like
telecom companies, online stores and also the App stores.
The customers can get the products from their authorized
stores, online stores in the several
countries(Kleinaltenkamp, and et. al., 2015). The company
deals in all over the world with good market reputation.
There watches are easily available on the online apps that
are Ebay, Amazon etc. it has a global network in the world.
The organisation can mainly focus on expanding their Asian
market so that high profits and revenues can be enjoyed by
them.
In this offline stores people can feel the products that is
majorly important at the time of buying the expensive
products like Apple Watches. Apple products are available
in Asian, European market and their most of countries that
are UK, India, China, London, Paris and many more
countries.
Figure 6 Apple shipped 11.6 million Apple Watches last
year, says IDC
Figure 7: 5 Most Beautiful Apple Stores From All Around
The World

Figure 8: How to get a student discount on MacBook and other Apple
products
PROMOTION
It refers to that element of marketing
mix which is used to promote the products
and services to the customers and gaining
the high profit margin. In this Apple can
adopt the several mediums to promote their
Apple Watches to the customers so that
high market share is to be enjoyed. In this
company use the online and offline medium
to communicate with their target market. in
this online medium is one of the best source
to attracts te large number of customers
from all over the globe. In this business
organsiation can adopts the combination of
the social media and personal selling where
they can use the digital tool. Social media
tool is one of the best tool to communicate
with the millions of audience at small
period of time and it also includes low cost.
In this they can use the Face book,
Intsagram and You tube where they can
identify the customer’s reviews and solve
their issues directly and frequently which
will attracts the large base of customers in a
small period of time and also helps in
gaining the competitive advantage within
the marketplace. In this personal selling is
the best way to communicate with the client
and customers. Apple organisation can
adopts the personal selling to their in –
stores customers so that they are attracted
towards the company and purchase their
products. It is also helpful to become loyal
buyers for and attracts the more new
customers. Due to this high profits and
revenues can be enjoyed by the business
firm. in this firm will highly focus on the
advertising by using the brand ambassador
so that large number of customers are to be
attracted towards it. In this business
organisation can sponsor the brand so that
large base of customers are to be attracted
towards the brand and it will highly
beneficial for gaining the high profits and
revenues (Kapferer and Bastien, 2017).

REFERENCES
Books & Journal
Armstrong, G.M. and et. al., 2018. Marketing: an introduction. Pearson UK.
Baines, P. and et. al., 2017. Fundamentals of marketing. Oxford University Press.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Kapferer, J.N. and Bastien, V., 2017. The specificity of luxury management: Turning marketing upside
down. In Advances in luxury brand management (pp. 65-84). Palgrave Macmillan, Cham.
Kleinaltenkamp, M. and et. al., 2015. Fundamentals of Business-to-business Marketing. Springer.
Leška, R. and Ondřejová, E., 2018. ZÁKLADY MARKETINGOVÉHO PRÁVA A PRÁVA DUŠEVNÍHO
VLASTNICTVÍ-FUNDAMENTALS OF MARKETING LAW AND INTELLECTUAL PROPERTY
LAW (Vol. 100). Vysoká škola finanční a správní.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Online
New Products and Software Coming in 2021, 2020 [Online]. Available through:
<https://www.macrumors.com/guide/apple-event/>
The simple, 3-step formula that made Steve Jobs' speeches so compelling, 2020 [Online]. Available
through: https://www.businessinsider.com/steve-jobs-followed-a-simple-3-step-formula-for-all-of-
his-speeches-2016-4?IR=T
Apple shipped 11.6 million Apple Watches last year, says IDC, 2020. [Online]. Available through
https://www.theverge.com/2016/2/24/11108312/wearable-market-growth-idc-report-2015
Apple Bumps UK Prices as VAT Rises, 2020. [Online]. Available through:
<https://www.macrumors.com/2020/12/17/apple-adjusts-trade-in-prices-for-watch-ipad-mac/>