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Apple Inc. Marketing Plan

Chandler Rosas

Liberty University

Professor Alford

July 9, 2021

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Abstract

This paper will write a detailed marketing plan for Apple Inc. The paper will include a brief description of the company. The mission, vision, company goals, core competencies, and competitive advantage will be addressed. That will enable the readers to learn more about the compa- ny thus enabling them to understand its marketing plan better. The 5 P’s of marketing will also be addressed in the paper. That will include the products, prices, promotion, place, and people involved in the operations of the company. The situation and environment analysis of the com- pany will be conducted. That will help to understand the competitive environment of the company. The positioning strategy of Apple Inc.

will also be identified. The marketing mix of the company will be explained in detail. That will enable the readers to identify the product strate- gy, promotion strategy, pricing strategy, and distribution strategy of the company. Lastly, the customer behavior implications of the company

will be identified.

Introduction

In this paper, the marketing plan of Apple Inc. will be written in detail. Apple Incorporated is an American technology company. The

company designs, develops, and markets consumer electronics, online services, and computer software. That indicates that the company has several products. To ensure that the products generate revenues for the business, they need to market their products. Apple is considered

to be among the world’s biggest technology companies together with Microsoft, Amazon, Facebook, and Google. It is the world’s largest tech-

nology company by revenue. That indicates that the marketing plan for the company has to be strong and effective.

Company/Organization

Company Description

Apple Incorporation is an American multinational technology company. The company designs develop and market consumer electronics,

online services, and computer software. Apple is considered to be among the world’s biggest technology companies together with Microsoft, Amazon, Facebook, and Google. It is the world’s largest technology company by revenue. In the 2020 fiscal year, the annual revenue totaled $274.5 billion. The company was founded in 1976 and it has its headquarters in Cupertino, California, United States. The company was found-

ed by Steve Wozniak, Steve Jobs, and Ronald Wayne. The company went public in 1980 (Heracleous & Papachroni, 2016).

Apple is the third-largest smartphone manufacturer after Huawei and Samsung. In August 2020, Apple was the first global public company to have a market capitalization of over $2 trillion. Apple has a high level of brand loyalty, and it is considered the world’s most valuable brand. Some of Apple’s products are iPhone, Apple Watch smartwatch, Mac personal computer, Apple TV media player, iPod media player, iPad tablet, Airpods wireless earbuds, and Homepod smart speaker (Bedard-Webb et al., 2016). Apple has several subsidiaries such as Beats Electronics, Mobeewave Inc., The Dark Sky Company LLC, PrimeSense, AuthenTec, Metalo, NextVR Inc., RealFace, Silk Labs Inc., Anobit, Voysis Limited, Ako-

nia Holographics LLC, and Faceshift AG.

Mission

Apple Inc.’s mission statement is “To bring the best personal computing products and support to students, educators, designers, scien-

tists, engineers, business persons, and consumers in over 140 countries around the world.” The mission of the company aligns with its vision and its company’s goals. Thus, it is an indicator that the company exists to serve a diverse market by providing them with high-quality products

that help them to meet their needs.

Vision

Apple Inc.’s vision statement is “We believe that we are on the face of the earth to make great products and that’s not changing.” From the com- pany’s vision statement, it is evident that the company has committed to producing high-quality products that will meet the need of its cus-

tomers

Company goals

Apple Inc. Has several goals that guide the company through its business activities. The first goal of the company is to produce high-quality products. That enables the company to differentiate its products from those of its competitors. The company also has a goal of promoting in- novation through research and development. That enabled the company to stay ahead in matters of new market trends. That has also guided the company in developing new innovations to compete in other markets and to tap the available market gaps. Innovation has also be used by the company to improve its products over time to include the latest technologies in the market. The company also aims at increasing customer satisfaction. That is achieved through the promotion of the customer engagement as well as ensuring that the products meet the needs of the

customers.

Core competencies and Sustainable Competitive Advantage

Apple Inc. has several core competencies. Some of the core competencies of the company include strong marketing teams, innovation in mo-

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bile device technology, a strong brand reputation for its products, strong financial performance, and high-quality customer service.

The company’s core competencies have increased its competitiveness in the market. Since the company has a history of developing innovative

and unique technology products, it enjoys its market and brand loyalty.

Apple has a competitive advantage in its products. The company has adopted a product ecosystem whereby it produces its hardware, software, applications, and services. That ensures that the company develops all that they need in their products. Additionally, the company promotes innovation in its products to foster product differentiation. The company has built its brand to be the most valuable in the world. That is reflected when consumer electronics are divided into Apple products and other products. That indicates that Apple products have a

competitive advantage in the market.

5 P’s

Product

This is a component of marketing that indicates the product and services that are offered by a company. The product decisions made by a company include the appearance of the products, the packaging, the warranty, and the quality of the products. Apple Inc. has focused more on the quality of its products. As stated in its mission and vision statements, the company promotes high-quality of its products. The company has invested in innovation through research and development. Apple Inc. has several divisions of its products. The company has hardware prod- ucts which are mostly consumer electronics. It also has some software products, and finally, it has digital content products. That indicates that the company has developed a product ecosystem whereby it produces its hardware, software, applications, and services. Examples of the company’s products are as iPhone, iPad tablet, Mac personal computer, iPod media player, Apple Watch smartwatch, Airpods wireless ear- buds, Homepod smart speaker, Apple TV App Store, App Store, Mac App Store, Watch App Store, IOS, macOS, WatchOS, iPadOS, and iPodOS

(Bedard-Webb et al., 2016).

Price

This component of marketing indicates the pricing strategy that is used for the products of the company. The pricing strategies include the sell- ing prices, payment arrangements, discounts, any price-matching services, and credit terms offered to the customers. The company has two pricing strategies that are dependent on the products in question. The two pricing strategies are premium pricing and freemium pricing strategy. The company is well known for its premium pricing strategy. A premium pricing strategy involves pricing the company’s products higher than the competition. That indicates that the products of the company are sold at a higher price. Although Apple Inc sells its products at a premium, it has a loyal customer base due to the quality of its products. Thus, the company benefits from the quality of its products by get- ting more customers that will buy the products at a premium price. The freemium price is a combination of free products and premium prices. The freemium price strategy is charged on its products such as the software and the digital content products. In this pricing strategy, the com- pany allows its customers to access some products for free. However, if the customers want to access more products, they need to pay a pre- mium price. For instance, the company offers five gigabytes of iCloud storage space. However, the customers have to purchase more ca-

pacity at a recurring fee.

Promotion

This is part of marketing that entails the identification of the activities that a business engages in to make its products known to its clients. Apple Inc. Uses a variety of promotional methods and strategies. It uses a mix of traditional promotional methods as well as digital promotion- al methods to reach a wider population. Some of the traditional promotional strategies that the company uses include the use of posters, ad- vertising on billboards, personal selling, offering discounts to its customers, and adverting on print media. That enables a larger number of

people to know about the company’s products.

With the advancement in technology, the company has also adopted a digital marketing strategy. That entails the use of social media and other digital platforms to advertise its products. That ensures that the company attains a wide coverage, they can control the message thus communicating effectively. To ensure the effectiveness of digital advertising, the company uses influencers to advertise its products. Influ- encers are people with a large social media following. That enables the company to create awareness to a larger audience thus increasing the chances of increasing their customers significantly. Apple also uses its websites in marketing its products. Its website has adequate knowl- edge about its products and where a person can find them. The customers can also order the company’s products from the website. Addi- tionally, they have promoted good interior designs in their stores to attract customers. The company advertises its products through geo-tar- geted PPC. PPC is the abbreviation of pay per click. It incorporates advertising a company’s products on other websites to reach a wide range of

people.

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Place

This section of marketing entails identifying where the company’s products can be accessed by the customers. It also indicates where the product is bought and how its bought. Apple has various ways to distribute its goods. Apple Inc. has company-owned brick-and-mortar stores that sell the company’s products and other related products from other companies. The company also has trade partners such as Ingram Micro, which distributes Apple’s products globally. The company also sells its product through authorized retailers who meet the com- pany’s requirements and targets. The company’s products are also sold online. They can be found on various e-commerce websites. Apart from other e-commerce websites that the company’s products are sold, the company also has its own website where it sells its products to its customers who cannot access the brick and mortar stores. Moreover, the company has made some partnerships with some telecommuni- cation companies such as AT&T, Sprint, and Verizon who offer the iPhone units which are integrated with their telecommunication services en- abling the subscribers in the regional and local markets to access them. The staff involved in the distribution of the companies products

are skilled so that they may explain the products to the customers.

People

This refers to the people involved in the operations of the company. They include salespeople, staff, and other people that work for the compa- ny. The people that work for Apple Inc. are very essential to the success of the company. That is because they are the bridge between the com- pany and the customers. Thus, they should promote effective customer services to fulfill the company’s goals of increasing its customer satis- faction. The key people in the company are the salespersons. That is because they are the people that interact with the customers. Thus, the salespeople should be trained on customer service to ensure that they maintain high levels of customer service to improve the customer satis-

faction of the company’s customers.

Situation/Environment Analysis

SWOT Analysis

Strengths

One of Apple’s strengths is the ability to design and develop its hardware, software, applications, and services. That enables the products to have an easy ability to use while promoting solutions for the customers. Apple’s product ecosystem has been attributed greatly to its suc-

cess.

Apple has a strong brand image. It is one of the most strongest and valuable brands globally. Therefore, the company can introduce any new

products into the market easily (Yiran, 2017).

The company has high profit margins. Since its products are premium priced, the company enjoys high profits. It is ranked the world’s largest

company in terms of its revenue.

The company also enjoys the strength of rapid innovation processes that are based on its history of technological innovation. The compa-

ny has invested in research and development to ensure the continuity of its innovation (Cardoso, 2017).

Weaknesses

Apple has a limited distribution network. That is attributed to the company’s policy of exclusivity.

Another weakness is its high selling prices. Such prevents the customers from the middle and low class from purchasing the company’s prod-

ucts (Yiran, 2017).

The company’s dependence on sales on high-end market segments is also another weakness. Thus, it cannot penetrate the low-end market

segment.

The premium pricing strategy is also a challenge to the company. That is because not all the customers that want to access its products can

manage to buy them. Thus, they lose out on some customers due to high pricing (Cardoso, 2017).

Opportunities

This part of the SWOT analysis pinpoints the opportunities that the company has in the market. These are external factors that affect the de-

mand for the company’s products.

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The first opportunity that the company has is the expansion of its distribution network. That will enable the company to have access to a larger

market thus increasing its reach. Sales, and revenues (Cardoso, 2017).

The company also has an opportunity of developing and innovating new products to increase its products. That will increase the company’s

revenue and sales.

Due to the rising demand and the advancement in technology, the company can implement more aggressive online marketing strategies that

will increase the knowledge about its products thus increasing its sales.

Threats

The company faces aggressive competition from other companies that provide similar products to the company. Such companies include Ama-

zon, Microsoft, HP, and Samsung (Yiran, 2017).

The rising labor costs and minimum wages will increase the company’s production costs.

The company also has a threat of imitation involving firms that provide similar high-quality products but use a penetrative pricing strategy such

as the Xiaomi Home Electronics Company (Yiran, 2017).

Industry Analysis

Apple operates in the technology industry. The technology industry is comprised of businesses and companies that sell their products and ser- vices in software, electronics, computers, artificial intelligence, and other products and services related to information technology.

Currently, the technology industry is the most significant market globally. That has been attributed to the advancement in technology. Addi- tionally, more technology is expected t emerge in the future. The IT sector holds more than a third of the market share globally. The US tech- nology industry is work approximately $1.6 trillion (Kumar, 2020). That indicates that there is high competition in the technology industry. Thus, the individual companies need to come up with strong and more effective strategies to ensure that they get more customers and retain their current customers. There are three main groups in the technology industry namely; semiconductors and semiconductors equipment, technol- ogy hardware and equipment, and software and services. Currently, Apple has products and services in the technology hardware and equip-

ment as well as in the software and services.

Key Competitors

Considering that Apple operates in the computer industry, the smartphone industry, and the entertainment technology industry, it faces a fair share of competitors in all the mentioned industries. Apple’s main competitors include Samsung, Dell, HP, Lenovo, Sony, Asus, Microsoft,

Google, Huawei, OPPO, and Fitbit smartwatches.

Company Analysis

Samsung is a Korean Multinational Conglomerate Company that has a huge product line including consumer electronics, semiconductors, home appliances, and telecommunication equipment. Samsung is one of the competitors Apple in the smartphone segment. Although it pro-

duces laptops, it cannot be considered a strong competitor in the market segment (Katz, 2020).

Dell is a strong competitor of Apple in the computer segment. The company deals with the manufacturing, repairing, and selling of computers and their related parts. HP is one of the strongest of Apple’s competitors in the computer segment. While Apple produces high-quality prod- ucts with premium pricing, HP produces acceptable quality products with affordable pricing. Lenovo is Apple’s competitor in both the comput- er and smartphone market segments. Microsoft can also be considered one of Apple’s leading competitors in the operating system, comput- ers, and smartphone market segments. Google competes with Apple in the operating system market segment, Android operating system has

an 84.7% market share compared to 11.7% of the iOS market share.

Customer Analysis

The customer analysis includes the customer behavior profile highlights. The customer behavior of Apple’s products can be evaluated using

three main aspects that are the psychographics, behavioral patterns, and demographics.

The demographics of the ideal Apple’s customers entail profiling the customer according to their level of education, age, gender, social class, nationality among others. Apple products target customers are aged 18 years to 45 years. Most people in this age bracket are tech-savvy and

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they use technological gadgets (NIKSOH, 2019). Since Apple’s products are premium or freemium priced, they target the upper-middle class

and the high class in society. That is because such people can afford the products without straining their finances. The company’s products are sold to people from different parts of the world. The company targets both men and women for its products. Additionally, the target cus-

tomers of Apple’s products are people with at least tertiary education level as they will use the products effectively.

Customer psychographics is used to describe human traits and their psychological attributes. It is also used in customer analysis to identify the ideal customers for Apple’s products. Apple’s psychographics analysis is based on the value and lifestyles of the customers. Apple products tar-

get strivers. That is because such people are fun and they are trendy thus they are more likely to upgrade when a new product is launched.

Customer behavior patterns are also used in customer analysis. Most of Apple’s customers either shop at Apple’s brick and mortar stores, veri- fied retailers, or via e-commerce websites. Most of the customers give feedback and their reviews after purchasing the products (Vakoc &

Buchalcevova, 2017). They also refer their friends to purchase the products once they verify there are of high quality. Positioning Strategy

Apple Inc's positioning strategy is the use of innovation and a strong brand. Through innovation, Apple Inc comes up with new products that are introduced into the market. With its strong brand and high customer retention rates, it can penetrate the market easily (Payne, 2017). Its strategy of corporate branding revolves around the emotions of the products. They practice advertising strategies that attach their products to certain emotions thus attracting more customers. They have introduced their own operating systems, hardware, and software which are inte-

grated. That makes their products easy to use.

Apple has also adopted the use of product differentiation. Product differentiation is a positioning strategy whereby a company ensures that its products are unique and different from the other similar goods in the market.

Apple has differentiated its products as simple products with advanced functionality and attractive design (Khan, Alam & Alam, 2015). Apple has focused on the functionality and the design of their products. They ensure that their products have advanced features compared to other similar products and services in the market. That helps them have a comparative advantage in the market. Over time, they have come up with innovations to add to their products. The company has invested heavily in research and development. That has led to the continuous improve- ment of the features and functionality of their products. For instance, in the smartphone industry, the iPhone is one of the phones with the

most advanced features and improved functionality.

Apple’s positioning strategy has also strengthened its ecosystem. Apple uses vertical integration in the production of its products and services. Vertical integration is a strategy used by companies to control the production process to reduce costs and increase efficiencies. Apple has

advanced expertise in hardware and software production (Nair & Leng, 2017). For instance, they produce the operating systems that are used in their devices. Since they own the hardware and the software of their products, they gain a competitive advantage. It is associated with their closed ecosystem as switching costs when customers want to change to other companies’ products. Thus, their system provides leverage with

their existing customers.

Marketing Mix

Product Strategy

A product is a system or an object made available for the consumer to use. Thus, it is any commodity or service that can be offered in the

market to satisfy the needs and desires of the customers.

Apple has a wide variety of products. The products are divided into several divisions. The first division of the products is the product-based di- vision which has the hardware products of the company. Some of the company’s products in the division are consumer electronics such as iPhone, iPad tablet, Mac personal computer, iPod media player, Apple Watch smartwatch, Airpods wireless earbuds, and Homepod smart speaker (Bedard-Webb et al., 2016). The company also has some products in the digital content division. The product in this division is the soft- ware-based products and online services such as Apple TV media player, AppleCare, iCloud, and digital content stores such as the TV App Store, App Store, Mac App Store, Watch App Store, IOS, macOS, WatchOS, iPadOS, and iPodOS. Apple’s products are designed after a lot of

research and development. That ensures that the products satisfy the desires and the needs of the customers.

Pricing Strategy

Price is the quantity of payment or compensation that is given to one party in return for a unit of goods or services. Apple has adopt- ed a premium pricing strategy and a freemium pricing strategy. . That is attributed to the high quality of the company’s products. The products are innovative and thus they demand premium pricing (Khan et al., 2015). Most people who use Apple’s products confess that they are the best and they cannot buy the products from other companies. By using a premium pricing strategy, Apple Inc. sets a high price for its products. For instance, iPhones are the most expensive smartphones currently. Through premium pricing, the company maximizes its prof-

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its. Since the prices are high, the company ensures that the products are of high quality to ensure that they appeal to its target market.

The freemium pricing strategy is a combination of free and premium pricing. In such a case, the Apple customers access some products for free but they have to pay to access more. The freemium pricing strategy is mainly used for digital and software products. For instance, the

company offers five gigabytes of iCloud storage space. However, the customers have to purchase more capacity at a recurring fee.

Distribution Strategy

In the marketing mix, the place or distribution indicates the process of moving a company’s products from the producer to the end-user. It

also indicates where the product is bought and how its bought. Apple has various ways to distribute its goods. The company has Apple stores from where it sells its products. Apple Inc. Has company-owned brick and mortar stores that sell the company’s products and other relat- ed products from other companies. The company also has trade partners such as Ingram Micro, which distributes Apple’s products global-

ly. The company also sells its product through authorized retailers who meet the company’s requirements and targets. The company’s prod- ucts are also sold online. They can be found on various e-commerce websites. Apart from other e-commerce websites that the company’s products are sold, the company also has its own website where it sells its products to its customers who cannot access the brick and mortar stores. Moreover, the company has made some partnerships with some telecommunication companies such as AT&T, Sprint, and Verizon

who offer the iPhone units which are integrated with their telecommunication services enabling the subscribers in the regional and local mar- kets to access them.

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The staff involved in the distribution of the companies products are skilled so that they may explain the products to the customers.

Promotion Strategy

Promotion refers to the type of marketing communication used to inform and persuade target audiences to purchase a company’s prod- ucts. The promotion aims to create awareness about a product to increase its sales and create brand loyalty. Apple Inc. utilizes both traditional

and digital marketing methods.

One of Apple’s traditional marketing methods was the think different campaign. The campaign started in the late 1990s and ended around 2002. Through the campaign, the company sensitized people about the existence of its products. It was successful as it turned around the poor performance the company has been experiencing before. Another marketing method that Apple used is posters in major towns and cities. That ensured that the company communicated to its customers. The posters were also placed in print media to increase their coverage. The company also advertises its products on billboards. Apple also conducts sales promotions and offering free goods. That has also in- creased the company’s marketability as people buy the products intending to get a discount or a free good. Personal selling is also another tra- ditional marketing strategy that is utilized by Apple Inc. Through personal selling, the salespeople in Apple brick and mortar stores persuade

the customers to buy Apple products.

The company practices online advertising for its products. That ensures that the company attains a wide coverage, they can control the message thus communicating effectively. To ensure the effectiveness of digital advertising, the company uses influencers to advertise its prod- ucts. Influencers are people with a large social media following. Apple also uses its websites and stores in marketing its products. Its web- site has adequate knowledge about its products and where a person can find them. Additionally, they have promoted good interior designs in their stores to attract customers. The company advertises its products through geo-targeted PPC. PPC is the abbreviation of pay per click. It in-

corporates advertising a company’s products on other websites to reach a wide range of people.

CB Implications

There is significance in considering customer behavior when formulating a marketing plan. By considering consumer behavior, the marketers incorporate the needs of the customers in the marketing plan. The customer behavior profile enables the markers to understand the expecta- tions of the customer as well as the need of the customers. Therefore, such is incorporated in the marketing plan as well as in the products to ensure that the customers' needs are met thus improving their customer satisfaction. Additionally, since we are in a fast-paced world, cus- tomer behavior changes from time to time. Thus, it is essential to consider the customer behavior profile to identify any changes in customer

behavior. That enables the markets to adjust the market plan accordingly.

Understanding the customer behavior profile leads to better marketing. Effective marketing entails marketing products that meet the cus- tomer's needs to a customer. Therefore, through understanding the customer behavior profile, one can understand the needs of a customer. That enables one to market the products in a way that will satisfy and meet the customer's needs. That indicates that through understanding the customer behavior profile, one can adjust the marketing techniques to appeal to the customers. A company can also adjust its products so that it may meet the needs of the customer. Other benefits that are associated with understanding the customer behavior profile include pro- motion of customer differentiation, designing relevant marketing programs, retention of customers, predicting the market trend, innovating

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new products, increasing the competitive advantage of a company, improving customer service, and staying relevant in the market.

Utilizing the customer behavior profile information brings glory to God. That is because a company cares about its customers by providing them with products that meet their needs. Additionally, it enables the company to consider other people which is a virtue. Therefore, it brings

glory to God by promoting the needs of others. Conclusion

In a nutshell, Apple Inc. has adopted a marketing strategy that enabled more customers to buy its products. Apple is a multinational

company. Although it is based in the US and has a larger market share in the US, it operates in the global economy. The company’s presence is also in other regions such as Europe, Asia, Asia Pacific, North America, and South America. The company is also penetrating the African market.

As indicated earlier, the company has invested in consumer electronics, online services, and computer software. Some of Apple’s products

are iPhone, iPad tablet, Mac personal computer, iPod media player, Apple Watch smartwatch, Airpods wireless earbuds, Apple TV media play- er, and Homepod smart speaker (Bedard-Webb et al., 2016).

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The company’s online services include AppleCare, iCloud, and digital content stores such as the TV App Store, App Store, Mac App Store, and Watch App Store. The company also produces software such as IOS, macOS, WatchOS, iPadOS, and iPodOS. Considering that Apple oper- ates in the computer industry, the smartphone industry, and the entertainment technology industry, it faces a fair share of competitors in all the mentioned industries. Apple’s main competitors include Samsung, Dell, HP, Lenovo, Sony, Asus, Microsoft, Google, Huawei, OPPO, and Fitbit

smartwatches (Heracleous & Papachroni, 2016).

References

Bedard-Webb, L., Henry, M., Muvunyi, K., Pham, T., Steele, M., & Wang, W. (2016). Apple Inc. Naics code, 334111, Electronic Computer Manufacturing Apple®-iPad® 16GB* Tablet. Cardoso, E. A. R. P. (2017). Examining the differences of the internationalization strategies of two of the major brands in the smartphone industry-Apple inc. versus Samsung electronics (Doctoral dissertation). Heracleous, L., & Pa- pachroni, A. (2016). Strategic Leadership and Innovation at Apple Inc. SAGE Publications Ltd. Kanagal, N. B. (2015). Innovation and product innovation in marketing strategy. Journal of Management and marketing research, 18(2015), 1-25. Katz, M. L. (2020). Big Tech mergers: Innovation, competition for the market, and the acquisition of emerging competitors. Information Economics and Policy, 100883. Khan, U. A., Alam, M. N., & Alam, S. (2015). A critical analysis of internal and external environment of Apple Inc. International Journal of Economics, Commerce and Management, 3(6), 955-961. Kumar, A. (2020). Information technology industry. Journal of Management Sci-

ence, Operations & Strategies (e ISSN 2456-9305), 1(1), 12-15.

Nair, P. B., & Leng, Q. A. (2017). The Sweet and Sour Apple: The Case of CEO Strategies at Apple Inc. Vidwat, 5(1), 21. NIK SOH, N. N. (2019).

AN ANALYSIS OF AN EXPLANATION OF APPLE INC.

Payne, B. (2017). Brand Positioning and its Usefulness for Brand Management: the Case of Apple Inc. Newcastle business school student

journal, 1(1), 51-57.

Vakoc, M., & Buchalcevova, A. (2017). Becoming predictably adaptable in software development. Journal of Systems Integration, 8(4), 21-28. Yi- ran, M. (2017). Valuation of Apple Inc (Doctoral dissertation).

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Student paper

The positioning strategy of Apple Inc.

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Positioning of Apple

Student paper

In this paper, the marketing plan of Apple Inc.

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MARKETING PLAN FOR APPLE

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Apple Incorporated is an American technology company. The company de- signs, develops, and markets consumer electronics, online services, and com- puter software.

Original source

Apple Incorporation is an American multinational technology company The company designs, develops, and markets consumer electronics, online ser- vices, and computer software

Student paper

Apple is considered to be among the world’s biggest technology companies together with Microsoft, Amazon, Facebook, and Google. It is the world’s largest technology company by revenue.

Original source

Apple is considered to be among the world’s biggest technology companies together with Microsoft, Amazon, Facebook, and Google It is the world’s largest technology company by revenue

Student paper

Apple Incorporation is an American multinational technology company. The company designs develop and market consumer electronics, online services, and computer software. Apple is considered to be among the world’s biggest technology companies together with Microsoft, Amazon, Facebook, and Google. It is the world’s largest technology company by revenue.

Original source

Apple Incorporation is an American multinational technology company The company designs, develops, and markets consumer electronics, online ser- vices, and computer software Apple is considered to be among the world’s biggest technology companies together with Microsoft, Amazon, Facebook, and Google It is the world’s largest technology company by revenue

Student paper

In the 2020 fiscal year, the annual revenue totaled $274.5 billion. The compa- ny was founded in 1976 and it has its headquarters in Cupertino, California, United States. The company was founded by Steve Wozniak, Steve Jobs, and Ronald Wayne. The company went public in 1980 (Heracleous & Papachroni, 2016).

Original source

In the 2020 fiscal year, the annual revenue totaled $274.5 billion The compa- ny was founded in 1976 and it has its headquarters in Cupertino, California, United States The company was founded by Steve Wozniak, Steve Jobs, and Ronald Wayne The company went public in 1980 (Heracleous & Papachroni, 2016)

Student paper

Apple is the third-largest smartphone manufacturer after Huawei and Sam- sung. In August 2020, Apple was the first global public company to have a market capitalization of over $2 trillion. Apple has a high level of brand loyal- ty, and it is considered the world’s most valuable brand. Some of Apple’s products are iPhone, Apple Watch smartwatch, Mac personal computer, Apple TV media player, iPod media player, iPad tablet, Airpods wireless ear- buds, and Homepod smart speaker (Bedard-Webb et al., 2016).

Original source

Apple is the third-largest smartphone manufacturer after Huawei and Sam- sung In August 2020, Apple was the first global public company to have a market capitalization of over $2 trillion Apple has a high level of brand loyalty and it is considered the world’s most valuable brand Some of Apple’s prod- ucts are iPhone, iPad tablet, Mac personal computer, iPod media player, Apple Watch smartwatch, Airpods wireless earbuds, Apple TV media player, and Homepod smart speaker (Bedard-Webbet al., 2016)

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Apple has several subsidiaries such as Beats Electronics, Mobeewave Inc., The Dark Sky Company LLC, PrimeSense, AuthenTec, Metalo, NextVR Inc., Re- alFace, Silk Labs Inc., Anobit, Voysis Limited, Akonia Holographics LLC, and Faceshift AG.

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Student paper

Apple Inc.’s mission statement is “To bring the best personal computing prod- ucts and support to students, educators, designers, scientists, engineers, business persons, and consumers in over 140 countries around the world.” The mission of the company aligns with its vision and its company’s goals.

Original source

Apple’s Corporate Mission Statement Apple’s corporate mission is “to bring the best personal computing products and support to students, educators, designers, scientists, engineers, businesspersons and consumers in over 140 countries around the world.” This mission statement considers the changing business landscape that influences the possibilities of what Apple Inc

Student paper

Core competencies and Sustainable Competitive Advantage

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Core Competencies & Sustainable Competitive Advantage

Student paper

Apple has a competitive advantage in its products. The company has adopted a product ecosystem whereby it produces its hardware, software, ap- plications, and services. That ensures that the company develops all that they need in their products. Additionally, the company promotes innovation in its products to foster product differentiation.

Original source

Apple has a competitive advantage in their products The company has adopt- ed a product ecosystem whereby it produces its hardware, software, ap- plications, and services That ensures that the company develops all that they need in their products Additionally, the company promotes innovation in its products to foster product differentiation

Student paper

The company has built its brand to be the most valuable in the world. That is reflected when consumer electronics are divided into Apple products and other products. That indicates that Apple products have a competitive advan- tage in the market.

Original source

The company has built its brand to be the most valuable in the world That is reflected when consumer electronics are divided into Apple products and other products That indicates that Apple products have a competitive advan- tage in the market

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That indicates that the company has developed a product ecosystem where- by it produces its hardware, software, applications, and services. Examples of the company’s products are as iPhone, iPad tablet, Mac personal computer, iPod media player, Apple Watch smartwatch, Airpods wireless earbuds, Homepod smart speaker, Apple TV App Store, App Store, Mac App Store, Watch App Store, IOS, macOS, WatchOS, iPadOS, and iPodOS (Bedard-Webb et al., 2016).

Original source

The company has adopted a product ecosystem whereby it produces its hardware, software, applications, and services Some of the company’s prod- ucts are consumer electronics such as iPhone, iPad tablet, Mac personal computer, iPod media player, Apple Watch smartwatch, Airpods wireless ear- buds, Apple TV media player, and Homepod smart speaker (Bedard-Webbet al., 2016)

Student paper

The two pricing strategies are premium pricing and freemium pricing strategy.

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Those strategies are premium pricing strategy and freemium pricing strategy

Student paper

A premium pricing strategy involves pricing the company’s products higher than the competition.

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A premium pricing strategy involves setting the price of a product higher than similar products

Student paper

However, the customers have to purchase more capacity at a recurring fee.

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However, to add more storage capacity, customers must pay a recurring fee

Student paper

That ensures that the company attains a wide coverage, they can control the message thus communicating effectively.

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That ensures that the company attains a wide coverage, they can control the message thus communicating effectively

Student paper

Apple also uses its websites in marketing its products. Its website has ade- quate knowledge about its products and where a person can find them.

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Apple also uses its websites and stores in marketing its products Its website has adequate knowledge about its products and where a person can find them

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Additionally, they have promoted good interior designs in their stores to at- tract customers. The company advertises its products through geo-targeted PPC. PPC is the abbreviation of pay per click. It incorporates advertising a company’s products on other websites to reach a wide range of people.

Original source

Additionally, they have promoted good interior designs in their stores to at- tract customers The company advertises its products through geo-targeted PPC PPC is the abbreviation of pay per click It incorporates advertising a com- pany’s products on other websites to reach a wide range of people

Student paper

It also indicates where the product is bought and how its bought. Apple has various ways to distribute its goods.

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It also indicates where the product is bought and how its bought Apple has various ways to distribute their goods

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has company-owned brick-and-mortar stores that sell the company’s prod- ucts and other related products from other companies.

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that operates physical or brick-and-mortar stores that sell the company’s products, along with related products from other manufacturers

Student paper

The company also has trade partners such as Ingram Micro, which distributes Apple’s products globally. The company also sells its product through autho- rized retailers who meet the company’s requirements and targets. The com- pany’s products are also sold online. They can be found on various e-com- merce websites.

Original source

The company also has trade partners such as Ingram Micro, which distributes Apple’s products globally The company also sells its product through autho- rized retailers who meet the company’s requirements and targets The com- pany’s products are also sold online They can be found on various e-com- merce websites

Student paper

Moreover, the company has made some partnerships with some telecommu- nication companies such as AT&T, Sprint, and Verizon who offer the iPhone units which are integrated with their telecommunication services enabling the subscribers in the regional and local markets to access them.

Original source

Moreover, the company has agreements with various telecommunications companies, such as Verizon, AT&T, and Sprint, which offer iPhone units inte- grated into some of their telecommunications service packages available to subscribers in local or regional target markets

Student paper

The staff involved in the distribution of the companies products are skilled so that they may explain the products to the customers.

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The staff involved in the distribution of the companies products are skilled so that they may explain the products to the customers

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One of Apple’s strengths is the ability to design and develop its hardware, software, applications, and services. That enables the products to have an easy ability to use while promoting solutions for the customers. Apple’s prod- uct ecosystem has been attributed greatly to its success. Apple has a strong brand image.

Original source

One of Apple’s strengths is the ability to design and develop its hardware, software, applications, and services That enables the products to have an easy ability to use while promoting solutions for the customers Apple’s prod- uct ecosystem has been attributed greatly to its success Apple has a strong brand image

Student paper

It is one of the most strongest and valuable brands globally. Therefore, the company can introduce any new products into the market easily (Yiran, 2017). The company has high profit margins. Since its products are premium priced, the company enjoys high profits.

Original source

It is one of the most strongest and valuable brands globally Therefore, the company can introduce any new products into the market easily The compa- ny has high-profit margins Since its products are premium priced, the compa- ny enjoys high profits

Student paper

It is ranked the world’s largest company in terms of its revenue.

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It is ranked the world’s largest company in terms of its revenue

Student paper

The company has invested in research and development to ensure the conti- nuity of its innovation (Cardoso, 2017).

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The company invests heavily in research and development to ensure the con- tinuity of innovation in its products

Student paper

Apple has a limited distribution network. That is attributed to the company’s policy of exclusivity. Another weakness is its high selling prices. Such prevents the customers from the middle and low class from purchasing the company’s products (Yiran, 2017).

Original source

Apple has a limited distribution network That is attributed to the company’s policy of exclusivity Another weakness is its high selling prices Such prevents the customers from the middle and low class from purchasing the company’s products

Student paper

The company’s dependence on sales on high-end market segments is also another weakness. Thus, it cannot penetrate the low-end market segment.

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The company’s dependence on sales on high-end market segments is also another weakness Thus, it cannot penetrate the low-end market segment

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Student paper

Considering that Apple operates in the computer industry, the smartphone industry, and the entertainment technology industry, it faces a fair share of competitors in all the mentioned industries. Apple’s main competitors in- clude Samsung, Dell, HP, Lenovo, Sony, Asus, Microsoft, Google, Huawei, OPPO, and Fitbit smartwatches.

Original source

Considering that Apple operates in the computer industry, the smartphone industry, and the entertainment technology industry, it faces a fair share of competitors in all the mentioned industries Apple’s main competitors include Samsung, Dell, HP, Lenovo, Sony, Asus, Microsoft, Google, Huawei, OPPO, and Fitbit smartwatches

Student paper

Samsung is a Korean Multinational Conglomerate Company that has a huge product line including consumer electronics, semiconductors, home appli- ances, and telecommunication equipment. Samsung is one of the competi- tors Apple in the smartphone segment. Although it produces laptops, it can- not be considered a strong competitor in the market segment (Katz, 2020). Dell is a strong competitor of Apple in the computer segment.

Original source

Samsung is a Korean Multinational Conglomerate Company that has a huge product line including consumer electronics, semiconductors, home appli- ances, and telecommunication equipment Samsung is one of the competi- tors Apple in the smartphone segment Although it produces laptops, it can- not be considered a strong competitor in the market segment (Katz, 2020) Dell is a strong competitor of Apple in the computer segment

Student paper

The company deals with the manufacturing, repairing, and selling of comput- ers and their related parts. HP is one of the strongest of Apple’s competitors in the computer segment. While Apple produces high-quality products with premium pricing, HP produces acceptable quality products with affordable pricing. Lenovo is Apple’s competitor in both the computer and smartphone market segments.

Original source

The company deals with the manufacturing, repairing, and selling of comput- ers and their related parts HP is one of the strongest of Apple’s competitors in the computer segment While Apple produces high-quality products with premium pricing, HP produces acceptable quality products with affordable pricing Lenovo is Apple’s competitor in both the computer and smartphone market segments

Student paper

Microsoft can also be considered one of Apple’s leading competitors in the operating system, computers, and smartphone market segments. Google competes with Apple in the operating system market segment, Android oper- ating system has an 84.7% market share compared to 11.7% of the iOS mar- ket share.

Original source

Microsoft can also be considered one of Apple’s leading competitors in the operating system, computers, and smartphone market segments Google competes with Apple in the operating system market segment, Android oper- ating system has an 84.7% market share compared to 11.7% of iOS market share

Student paper

Vertical integration is a strategy used by companies to control the production process to reduce costs and increase efficiencies.

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Vertical integration benefits companies by allowing them to control process- es, reduce costs and improve efficiencies

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A product is a system or an object made available for the consumer to use. Thus, it is any commodity or service that can be offered in the market to sat- isfy the needs and desires of the customers. Apple has a wide variety of products.

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A product is a system or an object made available for the consumer to use Thus, it is any commodity or service that can be offered in the market to sat- isfy the needs and desires of the customers Apple has a wide variety of products

Student paper

Some of the company’s products in the division are consumer electronics such as iPhone, iPad tablet, Mac personal computer, iPod media player, Apple Watch smartwatch, Airpods wireless earbuds, and Homepod smart speaker (Bedard-Webb et al., 2016).

Original source

Some of the company’s products are consumer electronics such as iPhone, iPad tablet, Mac personal computer, iPod media player, Apple Watch smart- watch, Airpods wireless earbuds, Apple TV media player, and Homepod smart speaker (Bedard-Webbet al., 2016)

Student paper

Apple’s products are designed after a lot of research and development. That ensures that the products satisfy the desires and the needs of the customers.

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Apple’s products are designed after a lot of research and development That ensures that the products satisfy the desires and the needs of the customers

Student paper

Price is the quantity of payment or compensation that is given to one party in return for a unit of goods or services.

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Price is the quantity of payment or compensation that is given to one party in return for a unit of goods or services

Student paper

Apple has adopted a premium pricing strategy and a freemium pricing strategy.

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premium pricing strategy and freemium pricing strategy

Student paper

. That is attributed to the high quality of the company’s products. The prod- ucts are innovative and thus they demand premium pricing (Khan et al., 2015). Most people who use Apple’s products confess that they are the best and they cannot buy the products from other companies.

Original source

That is attributed to the high quality of the company’s products The products are innovative and thus they demand premium pricing (Khan et al., 2015) Most people who use Apple’s products confess that they are the best and they cannot buy the products from other companies

Student paper

By using a premium pricing strategy, Apple Inc.

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The premium pricing strategy used by Apple Inc

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The freemium pricing strategy is a combination of free and premium pricing.

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The freemium pricing strategy a combination of free and premium pricing

Student paper

However, the customers have to purchase more capacity at a recurring fee.

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However, to add more storage capacity, customers must pay a recurring fee

Student paper

In the marketing mix, the place or distribution indicates the process of mov- ing a company’s products from the producer to the end-user. It also indicates where the product is bought and how its bought. Apple has various ways to distribute its goods. The company has Apple stores from where it sells its products.

Original source

In the marketing mix, the place indicates the process of moving a company’s products from the producer to the end-user It also indicates where the prod- uct is bought and how its bought Apple has various ways to distribute their goods The company has Apple stores from where it sells its products

Student paper

Has company-owned brick and mortar stores that sell the company’s prod- ucts and other related products from other companies.

Original source

that operates physical or brick-and-mortar stores that sell the company’s products, along with related products from other manufacturers

Student paper

Original source

Student paper

Original source

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The staff involved in the distribution of the companies products are skilled so that they may explain the products to the customers.

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The staff involved in the distribution of the companies products are skilled so that they may explain the products to the customers

Student paper

Promotion refers to the type of marketing communication used to inform and persuade target audiences to purchase a company’s products. The pro- motion aims to create awareness about a product to increase its sales and create brand loyalty.

Original source

Promotion refers to the type of marketing communication used to inform and persuade target audiences to purchase a company’s products The pro- motion aims to create awareness about a product to increase its sales and create brand loyalty

Student paper

One of Apple’s traditional marketing methods was the think different cam- paign. The campaign started in the late 1990s and ended around 2002. Through the campaign, the company sensitized people about the existence of its products. It was successful as it turned around the poor performance the company has been experiencing before.

Original source

One of Apple’s traditional marketing methods was the think different cam- paign The campaign started in the late 1990s and ended around 2002 Through the campaign, the company sensitized people about the existence of its products It was successful as it turned around the poor performance the company has been experiencing before

Student paper

Another marketing method that Apple used is posters in major towns and cities. That ensured that the company communicated to its customers. The posters were also placed in print media to increase their coverage.

Original source

Another marketing method that Apple used is posters in major towns and cities That ensured that the company communicated to its customers The posters were also placed in print media to increase their coverage

Student paper

Apple also conducts sales promotions and offering free goods. That has also increased the company’s marketability as people buy the products intending to get a discount or a free good.

Original source

Apple also conducts sales promotions and offering free goods That has also increased the company’s marketability as people buy the products intending to get a discount or a free good

Student paper

The company practices online advertising for its products. That ensures that the company attains a wide coverage, they can control the message thus communicating effectively.

Original source

The company practices online advertising for their products That ensures that the company attains a wide coverage, they can control the message thus communicating effectively

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Apple also uses its websites and stores in marketing its products. Its website has adequate knowledge about its products and where a person can find them. Additionally, they have promoted good interior designs in their stores to attract customers. The company advertises its products through geo-tar- geted PPC.

Original source

Apple also uses its websites and stores in marketing its products Its website has adequate knowledge about its products and where a person can find them Additionally, they have promoted good interior designs in their stores to attract customers The company advertises its products through geo-tar- geted PPC

Student paper

PPC is the abbreviation of pay per click. It incorporates advertising a compa- ny’s products on other websites to reach a wide range of people.

Original source

PPC is the abbreviation of pay per click It incorporates advertising a compa- ny’s products on other websites to reach a wide range of people

Student paper

Understanding the customer behavior profile leads to better marketing.

Original source

Understanding consumer behavior also leads to better marketing

Student paper

In a nutshell, Apple Inc.

Original source

In advertising, Apple Inc

Student paper

Apple is a multinational company.

Original source

Apple Incorporation is an American multinational technology company

Student paper

As indicated earlier, the company has invested in consumer electronics, on- line services, and computer software. Some of Apple’s products are iPhone, iPad tablet, Mac personal computer, iPod media player, Apple Watch smart- watch, Airpods wireless earbuds, Apple TV media player, and Homepod smart speaker (Bedard-Webb et al., 2016).

Original source

The company designs, develops, and markets consumer electronics, online services, and computer software Some of Apple’s products are iPhone, iPad tablet, Mac personal computer, iPod media player, Apple Watch smartwatch, Airpods wireless earbuds, Apple TV media player, and Homepod smart speaker (Bedard-Webbet al., 2016)

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Student paper

Considering that Apple operates in the computer industry, the smartphone industry, and the entertainment technology industry, it faces a fair share of competitors in all the mentioned industries. Apple’s main competitors in- clude Samsung, Dell, HP, Lenovo, Sony, Asus, Microsoft, Google, Huawei, OPPO, and Fitbit smartwatches (Heracleous & Papachroni, 2016).

Original source

Considering that Apple operates in the computer industry, the smartphone industry, and the entertainment technology industry, it faces a fair share of competitors in all the mentioned industries Apple’s main competitors include Samsung, Dell, HP, Lenovo, Sony, Asus, Microsoft, Google, Huawei, OPPO, and Fitbit smartwatches

Student paper

Bedard-Webb, L., Henry, M., Muvunyi, K., Pham, T., Steele, M., & Wang, W.

Original source

Bedard-Webb, L., Henry, M., Muvunyi, K., Pham, T., Steele, M., & Wang, W

Student paper

Naics code, 334111, Electronic Computer Manufacturing Apple®-iPad® 16GB* Tablet.

Original source

Naics code, 334111, Electronic Computer Manufacturing Apple®-iPad® 16GB* Tablet

Student paper

Heracleous, L., & Papachroni, A.

Original source

Heracleous, L., & Papachroni, A

Student paper

Strategic Leadership and Innovation at Apple Inc. SAGE Publications Ltd.

Original source

Strategic Leadership and Innovation at Apple Inc SAGE Publications Ltd

Student paper

Innovation and product innovation in marketing strategy. Journal of Manage- ment and marketing research, 18(2015), 1-25.

Original source

Innovation and product innovation in marketing strategy Journal of Manage- ment and marketing research, 18(2015), 1-25

Student paper

Big Tech mergers: Innovation, competition for the market, and the acquisition of emerging competitors. Information Economics and Policy, 100883.

Original source

Big Tech mergers Innovation, competition for the market, and the acquisition of emerging competitors Information Economics and Policy, 100883

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A., Alam, M. N., & Alam, S.

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A., Alam, M N., & Alam, S

Student paper

A critical analysis of internal and external environment of Apple Inc. In- ternational Journal of Economics, Commerce and Management, 3(6), 955- 961.

Original source

A critical analysis of internal and external environment of Apple Inc In- ternational Journal of Economics, Commerce and Management, 3(6), 955-961

Student paper

Information technology industry. Journal of Management Science, Operations & Strategies (e ISSN 2456-9305), 1(1), 12-15.

Original source

Information technology industry Journal of Management Science, Operations & Strategies (e ISSN 2456-9305), 1(1), 12-15

Student paper

AN ANALYSIS OF AN EXPLANATION OF APPLE INC.

Original source

Analysis of Apple Computer Inc

Student paper

the Case of Apple Inc.

Original source

The case of Apple