Strategic Marketing Process: Apple iPhone Marketing Presentation

This presentation provides an analysis of the strategic marketing process, using the Apple iPhone product line as a case study. It begins with an introduction highlighting the importance of strategic marketing components, including organizational and situational analysis, target market selection, strateg...Read More

The Importance of the
Strategic Marketing
Process
NAME OF THE STUDENT

INTRODUCTION
 The strategic marketing process forms a crucial part of the organization.
 The different strategic marketing components are organizational analysis,
situational analysis, target market selection, formation of the strategies and the
implementation.
 The Apple Iphone product line has been chosen as the main product line of the
product (Payne & Frow 2014).
 The presentation will highlight and analyse the components related to Situational
analysis, Selection of the target market and the Marketing Strategy

Strategic Marketing Process
 The Strategic Marketing Process can be described to be the procedure
through which the strategic marketing can be carried out.
 The process becomes essential for the firm to understand and highlight
as it assists in ensuring that the company`s objectives as well as goals
are achieved at large (McDonald 2016).

COMPONENT 1: SITUATIONAL
ANALYSIS
 The Situational Analysis is the examination of the external
environmental factors of a particular business.
 Apple makes use of a considerable analysis of the external
environment in order to examine the different aspects it needs to take
care of.
 Apple has to consider various Political, Social, Economical,
Technological, Legal and Environmental factors.
 This helps them to gain a competitive edge (Impactbnd.com 2018).

COMPONENT 2: TARGET MARKET
SELECTION
 The selection of the Target market is
another crucial factor which any firm as
present in the market needs to take care of.
 The selection of the right Target market is
important for the firm and helps in ensuring
that the efforts are directed in the right
manner (Foxall 2014).
 The target market selection of Apple helps
it in selecting the right strategy for media.
The Target market of Apple follows the
given characteristics:
• Users with a good income of $100k
above in one year
• Users who like to believe in creativity
as well as simplicity
• High end buyers who are segmented
on the basis of their luxurious
lifestyle

COMPONENT 3: MARKETING
STRATEGIES
 The marketing strategy of a firm helps in presenting the right value
proposition for the firm at large.
 Apple with respect to its iPhone follows a unique marketing strategy
which means that it offers:
 Unique and creative product
 At premium prices
 With limited exclusivity

OVERALL IMPACT ON THE FIRM
 The components are of utmost importance to the brand and help it in
the following manner:
 It helps in maintaining exclusivity of the product
 Helps in generating higher sales
 Saves cost (Forbes.com 2018)
 It has been able to become a consumer favourite brand
 Apple has been able to crush all its rivals
 Apple has been able to build the world`s most successful brand

REFERENCES
 Forbes.com 2018. Apple [online]. Available at:
https://www.forbes.com/sites/christinemoorman/2018/01/12/why-apple-is-still-a
-great-marketer-and-what-you-can-learn/
(Retrieved on: 20 Nov. 2018).
 Foxall, G., 2014. Strategic Marketing Management (RLE Marketing). Routledge.
 Impactbnd.com 2018. Apple [online]. Available at:
https://www.impactbnd.com/blog/things-learn-from-apple-marketing (Retrieved
on: 20 Nov. 2018).
 McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory &
practice. In The marketing book (pp. 108-142). Routledge.
 Payne, A. & Frow, P., 2014. Developing superior value propositions: a strategic
marketing imperative. Journal of Service Management, 25(2), pp.213-227.

Thank you!