Internal and External Variables Q3 & Q9
Internal and External Variables Q3 & Q9
Perpetua Smith
Liberty University
BUSI 520 – Strategic Marketing Management
Professor Keith Bowery
27 August 2019
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Internal and External Variables Q3 & Q9
Q3. Explain the organization’s mission. Provide its mission statement or create one if necessary.
(Ch. 2)
Discussion of the research
Apple Inc. is extremely vague when it comes to stating a clear-cut Mission Statement on
the website. A mission statement should be designed by the collaboration of the managers,
employees and consumers of the product that summarizes the company’s purpose, directions, and
future opportunities. Apple Inc. is a great demonstration of a poorly written mission statement. It
was difficult to find Apple Inc.’s mission statement because the statement is not on the website.
Additionally, the company is said to change their mission statement quite frequently. Therefore,
after comparing a few outside websites there was only one mission statement that was listed
repeatedly. According to Rowland (2016), currently the company’s mission statement is as
followed:
Apple designs Macs, the best personal computers in the world, along with OS X, iLife,
iWork and professional software. Apple leads the digital music revolution with its iPods
and iTunes online store. Apple has reinvented the mobile phone with its revolutionary
iPhone and App store and is defining the future of mobile media and computing devices
with iPad (Rowland, 2019).
However, Apple explains the company values well. If one scrolls down to the absolute
bottom of their webpage on the PC, one will notice a section stated Apple Values with six
different sub sections: Accessibility, Education, Environment, Inclusion and Diversity, Privacy
and Supplier Responsibility. Presented within each of these subsections is Apple Inc.’s value
pertaining to the subject.
Internal and External Variables Q3 & Q9
Accessibility (2019): “Technology is most powerful when it empowers everyone (Accessibility,
2019).”
Education (2019): Apple fails to present a specific value/mission statement
Environment (2019): “Truly innovative products leave their mark on the world instead of the
planet.” (Environment, 2019)
Inclusion and Diversity (2019):
Different together. At Apple, we’re not all the same. And that’s our greatest strength. We
draw on the differences in who we are, what we’ve experienced, and how we think.
Because to create products that serve everyone, we believe in including everyone
(Inclusion, 2019).
Privacy (2019): “Apple products are designed to protect your privacy (Privacy, 2019).”
Supplier Responsibility (2019): “People come first. In everything we do (Supplier, 2019).”
Inclusion of corroborating research about the theory and/or your product
Apple, Inc. has had major business success bringing products to the technology market
like the Macintosh desktop, iPod, iTunes, iPad, and the iPhone. According to Mallin and Finkle
(2011) “The success of the company can be traced to the ingenuity of their founder and CEO,
Steven Jobs (Mallin & Finkle, 2011).” His own philosophy within the business world was to
create products that consumers will find easy and simple to use while integrate innovative
technology into everyday lives. Apple's has accomplished the company’s goals over the last
decade even with the extensive growth of products, a growing competitive market landscape, and
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Internal and External Variables Q3 & Q9
an unpredictable lifecycle curve. The company maintains leadership in the market, yet still
struggles to create and maintain a decent company mission.
Analysis and discussion
Apple Inc. has a poorly developed mission statement. A clear and concise mission
statement should have five main points (Kotler & Keller, 2016). “They focus on a limited
number of goals (Kolter & Keller, 2016).” There are zero goals listed in Apples Mission
Statement. “They stress the company’s major policies and values (Kotler & Keller, 2016).” The
only value Apple stresses in their mission statement is that their products are “the best.” Which is
an extremely vague value. “They define the major competitive spheres within which the
company will operate (Kotler & Keller, 2016).” Apple is able to present each product they offer
in the technology industry. The mission successfully identifies the industry, products,
competence, market segment and vertical sphere. “They take a long-term view (Kotler & Keller,
2016).” Apples does touch on ‘defining the future.’ “They are short, memorable, and meaningful
as possible (Kotler & Keller, 2016).” Apple’s mission statement is long, forgetful and frankly
boring.
References Q3
Accessibility. Retrieved from https://www.apple.com/accessibility/
Environment. Retrieved from https://www.apple.com/environment/
Inclusion & Diversity. Retrieved from https://www.apple.com/diversity/
Kotler, P., & Keller, K. L. (2016). Marketing management. Harlow: Pearson Education Limited.
P.41
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Internal and External Variables Q3 & Q9
Mallin, M. L., & Finkle, T. A. (2011). APPLE INC.: PRODUCT PORTFOLIO ANALYSIS.
Journal of the International Academy for Case Studies, 17(7), 63-74. Retrieved from
http://ezproxy.liberty.edu/login?url=https://search-proquest-
com.ezproxy.liberty.edu/docview/912511353?accountid=12085
Privacy. Retrieved from https://www.apple.com/privacy/
Rowland, C. (2019, February 13). Apple Inc.'s Mission Statement and Vision Statement (An
Analysis). Retrieved from http://panmore.com/apple-mission-statement-vision-statement
Supplier Responsibility. Retrieved from https://www.apple.com/supplier-responsibility/
Q9. Outline a marketing research process to be used to gather information on present or potential
customers. (Ch. 4)
Discussion of the research
A marketing plan is a broad outline that describes a business current and future
advertising and marketing efforts for each year. This plan can only be accurately created if the
company does in depth market research on the product or service. Apple uses research planning
while incorporating new information researched from their customers to produce new products
for the target markets. By having an extensive market research planning, Apple is able to stay
organized while making quick and effective decisions.
The marketing research process outline as stated by Kolter and Keller (2016): “Define the
problem and research objectives (Kolter & Keller, 2016, p. 102-103).” What can Apple change?
How can the company perform better? What do the consumers want? What do they currently
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Internal and External Variables Q3 & Q9
enjoy? Next, “Develop the research plan (Kolter & Keller, 2016, p.103-113).” How are is Apple
going to conduct research? What platforms should the company use? Who is the target market?
Then, “Collect the information (Kolter & Keller, 2016, p.113).” Through Primary and secondary
research, Quantitative and qualitative research, Surveys, questioners, focus groups,
Observational and behavioral research one has to answer the question How do customers behave
instore? Online? Or with the product? “Analyze the information (Kolter & Keller, 2016, p.113)”
What does information tell the company about the product? “Present the findings (Kolter &
Keller, 2016, p.113-114)” Organize the material to present to management. “Make the decision
(Kolter & Keller, 2016, p.114)” Develop or change the products or continue the research.
According to Fuscaldo (2019) “Apple Inc. (AAPL) has garnered more than 50% of the
global smartphone market during the fourth quarter.” This success can be partially credited to the
company’s market research efforts. Apple uses marketing research to improve their products by
getting customer feedback and they also try to keep a good relationship with their customers by
pleasing them and keeping them up to date with their products and informing them if there’s any
new updates available for them. However, Apple Inc wants to protect itself from exposing their
marketing efforts to competitors. Apple’s marketing research methods are well-guarded and not
clear cut. If competitors were to gain access to Apple Inc.’s research methods, there would be
possibility the competition would be able to identify market gaps or potential market gaps and
use that information to get ahead of Apple (Jasmine, 2017).
Inclusion of corroborating research about the theory and/or your product
“Marketing research is a systematic, collecting, recording and analysis of data about the
matters relating to the marketing product and services (Essays, 2019).” Successful market
research will identify the problems within business while creating multiple possible solutions.
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Internal and External Variables Q3 & Q9
Research may help determine the needs of both current and new customers, and why those
specific clients chose a specific product or service over other competitors. Why would a
consumer pick Apple instead of Samsung? Additionally, market research can reveal the main
differences of the competitor’s market development including products, marketing strategies, and
target audience. Therefore, by using market research information within businesses, a business
will be able to learn, understand, and make effective decisions to lead in the market over time
compared other competitors while adding value to the overall business.
Apple uses qualitative research in the company’s market research efforts. Qualitative
research is subjective research which tends to involve methods like surveys, interviews and
questionnaires. The research focuses on behavior, opinions and intentions. Apple produces
online questionnaires and surveys and distributes them via email or other online methods for
their consumers to take part in. This type of research helps the company understand the thoughts
and opinions of the target market which is used when developing and launching new products.
Apple also uses quantitative research which focuses on figures and statistics. This type of
research often relates to information based on sales data, or market value. The data can be used
to understand product success or failure on a weekly basis, and the information can also track
prices across a various array brands and products. Quantitative research is used to estimate
market shares segments of both the company and competing brands. Apple Inc. is able to analyze
profits and profit margins while comparing them to the competition allowing the company to
make the necessary decisions to maintain the lead in the market (e.g. Samsung).
Analysis and discussion
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Internal and External Variables Q3 & Q9
“Marketing is one of the strongest functional areas of Apple Inc (Business, 2013).” Apple
can understand customers by obtaining customer feedback. With customer feedback, the
company is able to improve their products via new software systems or completely new
products. Developing and/or changing the products and the services the products offer Apple is
able to adapt the company to meet consumer needs and wants which ultimately attracts new
customers and creates loyal customers. Apple is able to listen to consumer and employee
feedback. If the company was unable to evolve from corrective criticism Apple would most
likely lose customers. Therefore, understanding market research is crucial in developing and
maintain a successful and profitable company.
References Q9
Business Insights: Global. (Sept. 2013) Research and Markets Adds Report: Apple Inc., Best Buy
Co. Inc., J.C. Penney Corp Inc. and Limited Brands Inc.-Company Analysis, SWOT,
Marketing Strategy. Retrieved from https://bi-gale-
com.ezproxy.liberty.edu/global/article/GALE%7CA341845760?
u=vic_liberty&sid=summon
Essays, UK. (November 2018). Market Research for Apple. Retrieved from
https://www.ukessays.com/essays/marketing/market-research-apple-8644.php?vref=1
Fuscaldo, D. (2019, June 25). Apple's World Smartphone Market Share Above 50%. Retrieved
from https://www.investopedia.com/news/apple-global-smartphone-market-share-more-
50-first-time/
Jasmine. (2017, December 6). How Market Research and Brand Loyalty Contribute to Apple's
Success. Retrieved from http://theludlowgroup.com/2017/12/06/post-post/
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