Evaluating Marketing Orientations: A Case Study of Apple's iPhone 11

This report provides an in-depth analysis of the marketing strategies employed by Apple for its iPhone 11. It begins with an introduction to marketing and its various orientations, including production, product, sales, marketing, and societal marketing orientations. The main body of the report delves into the marketing concepts utilized by Apple, emphasizing its customer-centric approach. It examines how Apple prioritizes customer needs and develops products accordingly, aligning with the marketing concept. Furthermore, the report explores marketing management orientations and societal marketing orientations, highlighting how Apple integrates these concepts to achieve its goals. The conclusion summarizes the effectiveness of Apple's marketing strategies for the iPhone 11. The report also offers recommendations for enhancing Apple's application of marketing concepts, such as the need for online advertising, keeping marketing and products simple. The report is supported by references from academic journals, books, and online resources.

Project

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing management orientations...........................................................................................3
Marketing Orientation and Societal Marketing orientation.........................................................4
CONCLUSION................................................................................................................................5
RECOMMENDATION...................................................................................................................5
How product from apple can improve their effectiveness in application of marketing concept. 5
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing can be defined as practices undertaken by organisation to promote and
increase sales of product and services. Concerned with this, there are different orientations that
company can use for marketing management and related decisions. Apple Inc. is an American
multinational technology company, among all other products of company its phone has been
most successful product of Apple. iPhone 11 is one of the best phone of Apple that was
launched in 2019. Marketing management orientation and concepts that apple used for iPhone 11
was marketing concepts, as per which company focus on requirements and needs of customers
and develop product accordingly.
MAIN BODY
Marketing management orientations
Marketing concepts
Marketing concepts is one of the most important concept of marketing management and
is concept that is utilised by iPhone 11. As per this concept of marketing management companies
focus on what customers want and on the basis of that they develop products to satisfy their
needs and wants. As per this concepts companies change selling products what they are selling
currently and focus on products that are being developed according to customers. This is aimed
at ensuring long term growth of the company by sustainable growth and survival of the company.
This orientation considers that product will be sold when they are based on customer
requirements and desires.
Production orientation
As per this orientation companies did not focused on customers’ needs and desires.
Companies and organisations consider that whatever they produce will be sold in market.
Companies considered that large production will lead to cheaper product and easy availability of
product and this is why product will be sold. This means that if iPhone 11 consider this market
orientation they will require producing iPhone 11 in large quantities so that it is cheap and

affordable to be bought by customers. However, this concept has not been adopted by iPhone 11
and they focused on premium quality and price of the product.
Product orientation
Product orientation of marketing focuses on quality of the product. This means that in
this approach iPhone 11 requires to focus on quality of the product. This orientation is based on
consideration that better products get sold easily, however this concept also do not consider
needs and requirements of customers. This means that companies create products of higher
quality to the best of their knowledge without considering what customers require and desire.
But there is also an aspect of price that this approach does not consider but this is an important
element that affects purchasing decision of the customers.
Sales orientation
This is another concept and orientation of marketing that organisation can consider. This
means that company considers that production and quality are not enough to lead products to
sell. Companies consider that to sale products they have to start attracting customers towards
them. As per this approach and orientation company have to sale their products through
salesman. However as per this orientation companies cannot lead to long term success of the
company. This also involved forceful selling of the products.
Marketing Orientation and Societal Marketing orientation
The Marketing orientation
Marketing orientation can be defined as business model that focus on delivering of
products and service designed according to need or demand of potential client (Bhattarai, Kwong
and Tasavori, 2019). According to case scenario, Apple is always focused on the marketing
concepts in order to target the potential clients. Thus, achieving its goals thriving in smartphones.
For Example- iPhone is the product of Apple firm and use different distributed channels to
promote its current features in marketplace. In this way, it help for increasing the production and
sales in global marketplace.
Marketing orientated company such as Apple revolve around their internal business
process and gather, synthesize and package market intelligence (Pratono, Darmasetiawan and

Jeong, 2019). This will help for establishing an integrated with marketing communication
program. Additionally, it involves a brand planning in context of marketing activities.
The Societal Marketing orientation
It is all about the different way to development of human and society’s welfare. This type
of concept holds that a marketers has to make better marketing strategies while considering
society’s welfare (Pratono, Darmasetiawan and Jeong, 2019). In order to fulfil all essential need
or requirement of client. Apple Inc. is a leading organization that adopt societal marketing
orientation in order to increase sales. For Example- Apple Inc. is always using the marketing
orientation to gather or collect feedback from client side and meet expectation level of potential
consumers through effective product such as iPhone.
CONCLUSION
From above discussion, it has concluded that marketing plays important role within organization
that help for idea of satisfying need or existing client. Sometimes, it has been representing the
major change in today’s enterprise orientation and achieve competitive advantage. In this report,
it has summarised about the concept of marketing, comment on their effectiveness using iPhone
11. Furthermore, it has described about marketing management orientation, social marketing
orientation. However, it will suggest or recommend that improve their effectiveness in
application of marketing concept.
RECOMMENDATION
How product from apple can improve their effectiveness in application of marketing concept
Apple Inc. is based on the multinational software and Hardware Company that provide
various type of product as well as service in global marketplace (Smaliukiene and Monni, 2019).
Typically, This Company will recommend to implement their effective strategies in term of
application within marketing concept.
Needs for advertising online channel
It is important strategy that mainly adopted by Apple, tempting to drop lot of PPC ads
with Google, Facebook. In this way, it will increase the sales revenue. But apple knows that not
always necessary (Pratono, Darmasetiawan and Jeong, 2019). In fact, Apple relies most of two

completely different strategies such as product replacement, if any kind of issue or problem
occurred. in this way, it will be created by positive reviews in social media.
Keep marketing and products simple
Apple can understand that modern technology consumer which often get overwhelmed. It
is true of both software and hardware industry. Apple keep maintain their marketing orientation
that help for reducing confusion by simplifying their web and sales copy.

REFERENCES
Books and Journals
Bhattarai, C.R., Kwong, C.C. and Tasavori, M., 2019. Market orientation, market disruptiveness
capability and social enterprise performance: An empirical study from the United
Kingdom. Journal of Business Research. 96. pp.47-60.
Đorđević, D., Ćoćkalo, D. and Bogetić, S., 2016. The analysis of marketing concept
implementation in domestic enterprises. Journal of engineering management and
competitiveness (JEMC). 6(2). pp.120-128.
Pratono, A.H., Darmasetiawan, N.K. and Jeong, B.G., 2019. Achieving sustainable competitive
advantage through green entrepreneurial orientation and market orientation. The Bottom
Line.
Smaliukiene, R. and Monni, S., 2019. A step-by-step approach to social marketing in energy
transition.
Tadajewski, M., 2018. Critical reflections on the marketing concept and consumer
sovereignty. The Routledge companion to critical marketing studies. London: Routledge.
pp.196-224.
Online
5 Marketing Management Orientations. 2020. [Online]. Available Through: <
https://commercemates.com/marketing-management-orientations/>.