Total Word Count: 2747 Words

C2-Assessment
Marketing Management
Submitted By:
Nirbhay Kumar Mishra
ID: IMB2020024

Strategic Marketing Plan Report for Apple Inc.

1. Introduction
1.1 Company Background of Apple Inc.
Apple Inc. is an IT organization with a wide scope of items which incorporate
cellphones, PCs, tablets, TV items and wearable gadgets. As per Aljafari (2016),
"Apple Inc. was set up in 1976 as a PC programming and equipment organization,
from that point forward Apple has progressed into the making of other innovative
gadgets and has set up a chain of retail locations to give their clients a superior
purchasing experience". Apple items are sold through its retail locations, online
locales, and outsider distributer and retailers.
1.2 Mission of Apple Inc.
Apple's central goal is focused on giving the best advancements and innovations on
the planet. The organization is likewise dedicated to securing the climate, to
guarantee great wellbeing and security of the organization's workers, clients and the
worldwide networks where they are set up (Capilla, 2011). Be that as it may, the
organization is managing picture issues after consideration was drawn on the
dangerous working conditions in a portion of its processing plants in china (Chong,
2018). Subsequently, this report features a significant showcasing plan that will help
Apple settle its administration and advertising issues.
1.3 Vision of Apple Inc.
As indicated by Apple Inc (2020), "we accept that we are on the essence of the earth
to make extraordinary items and that is not evolving. We are continually zeroing in
on the enhancing. We put stock in the straightforward not the complex. We have
confidence in profound joint effort and cross-fertilization of our gatherings, which
permit us to enhance such that others can't. Also, to be honest, we don't make due
with anything short of greatness in each gathering in the organization, and we have
the self-trustworthiness to concede when we're off-base and the fortitude to change.

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1.4 Objective of Apple Inc.

Apple Inc. work on different targets, scarcely any significant goals are:
 To get items and administrations with tight time period, at an expense offering the
best benefit to the clients and investors.
 To continue making and delivering electronic gadgets those are easy to use.
 To develop on customary premise.
 To open more stores even on worldwide areas to build deals and rule world
business sectors.

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2. Market Analysis
Communication, bill payments and internet based banking incorporate a portion of
the reasons why the interest for PCs and cell phones have expanded throughout the
long term. For Apple to keep exploiting this rewarding industry just as stay cutthroat,
it is important for the organization to address innovative issues and keep on putting
resources into Research and Development. Additionally, steady promoting could
assist Apple with keeping up its situation on the lookout. To expand piece of the
overall industry in the innovation market, Apple should create less expensive items
for low pay shoppers.

2.1 Market Summary

Macintosh is prevalently known as a pioneer in the PC and hardware market.

Despite the fact that Apple encounters extraordinary rivalry from its opponents, the
organization profits by its center capabilities to remain in front of its rivals. Apple
plans and builds up its own working framework and equipment not at all like its rivals
including Samsung and Motorola, who utilize Google's working framework known as
Android.

Target markets
 Middle and privileged buyers
 Students
 Professionals in media and plan

2.1.1 Market Demographics

The profile for the run of the mill Apple client comprises of the accompanying
geographic, behavioural, and demographic factors:
Geographics
As indicated by Apple's 10-K monetary reports for the year 2018, Apple has great
mainland presence. The Company works in the Americas, Europe, Greater China,
Japan and Rest of Asia Pacific. Regarding The Americas, this incorporates both
North and South America. With respect to the Europe section, this incorporates
European nations, just as India, the Middle East and Africa. Relating The Greater

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China portion, this incorporates China, Hong Kong and Taiwan. The Rest of Asia
Pacific portion incorporates Australia (Apple, 2018).
Demographics
Apple items are not sexual orientation limited, both male and females use these
items. Nonetheless, since Apple items are exceptional valued, just the center and
high society can stand to buy these items. In any case, the two kids and grown-ups
can utilize Apple items. More often than not, kids play computer games on the iPad
and grown-ups ordinarily utilize the Iphone and Macbook to work and impart.
Behavioural
Apple items are top of the line items. Clients of Apple items will go through colossal
measures of cash just to keep a specific class in the public arena. As indicated by
Maslow's chain of command needs, being a proprietor of an Apple item implies
fulfilling one's regard need. For example, in Ghana, a many individuals purchase
Apple's items to hotshot their abundance. Besides, Apple's after-deals administration
is something to keep in touch with home about, so clients are slanted to remain
faithful to the brand.

2.1.2 Market Needs

Apple furnishes its clients with a wide scope of items to fulfill its client's mechanical
requirements. The organization attempts to accomplish the accompanying
advantages that are vital to its clients.
 Quality
Apple items are costly, so clients merit an incentive for their cash. Nobody will spend
such a great amount on an item that isn't sturdy.
 Well-thought-out plans
To remain pertinent in the innovation market, item configuration should be taken into
basic thought. Apple's thoroughly examined plans a motivation behind why the
organization is a genuine danger to its rivals. Apple's imaginative group has helped
the organization stay pertinent over the course of the years by starting precedents in
the innovation market. The way that the organization changes the plan of its item
consistently gives its clients something to anticipate.
 Customer Service

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Exceptional help is one approach to increment or keep up piece of the pie in the
innovation market. The utilization of after-deals administration and client care can be
utilized to construct an unwavering client base.
2.1.3 Market Trend
Apple can bear outing in the hardware market in the event that they exploit the
innovation at present moving on the lookout. Of late, drones have become a device
everybody needs to possess. Since Apple is known for its great video and camera
quality, they can gain by that and produce drones for their clients. By doing this,
Apple puts itself another stride ahead from its primary rivals, Samsung and
Microsoft. As such, the organization will create more income by acquainting drones
with its clients.
2.2 SWOT Analysis
The accompanying SWOT investigation shows the significant qualities and
shortcomings of the organization and layouts the chances and dangers confronting
Apple.
2.2.1 Strengths
 Innovative: Innovation is one of Apple's center skills and this is the thing that
gives the organization upper hand over its adversaries. Apple is consistently on
the ball with its plans, working frameworks and equipment. Apple is continually
upgrading the highlights of its items to keep its clients fulfilled.
 Quality: Apple items are made of value materials to give clients an incentive for
their cash. Additionally, Apple items are the lone items in the market that can't be
assaulted by infections. The working framework is worked to be impervious to
infections.
 Easy to utilize: One of the principle reasons why individuals purchase Apple
items is that reality it is not difficult to utilize. No preparation is needed to work
Apple gadgets.
 Brand Awareness: Apple is quite possibly the most well-known brands on the
planet. The organization's predictable promoting and publicizing is one reason
why the brand is known by many.
2.2.2 Weaknesses
 Price of items: Apple items a superior valued which make it hard for low pay
buyers to purchase the organization's items.

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 Brand Reputation: Apple's image notoriety has been contrarily influenced

because of the report about the hazardous working conditions in certain
production lines in China.
2.2.3 Opportunities
 Increasing Demand: The interest for cell phones and PCs expands quite a long
time after year on the grounds that these gadgets have become a natural piece of
individuals' ways of life. Everybody needs to have the option to convey and have
data readily available.
 Economies of scale: Apple can exploit diminished item costs through
economies of scale. Benefits from economies of scale can be utilized for
innovative work.
2.2.4 Threats
 Increased rivalry: The way that the hardware market is a rewarding one,
numerous organizations swarming this market.
 Pricing Pressure: Apple items are costly comparative with its rivals' items. In this
manner, sooner or later on schedule, Apple might be compelled to reduce down
costs to remain cutthroat and make due on the lookout.
2.3 Product Offering
Macintosh offers a few items to its clients including cell phones, versatile PCs and
fringe gadgets. The rundown of items is as per the following;
 Iphone - This is the organization's line of cell phones
 Ipad - This is the organization's line of tablets.
 Mac - This is the organization's line of work area and versatile PCs.
 Apple Tv – This is the organization's line of TV.
 Apple Watch – This is the organization's line of smartwatches.
 Ipod Touch – This is the organization's line of a computerized music and
media player.
 Airpods – This is the organization's line of remote earphones.

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3. Strategic Marketing Plan of Apple Inc.

Trellian (2012) focusing on item or administration improvement is a fundamental
part of hierarchical development, yet this not gives the association a reasonable view
to plot its long group future objectives and goals. In the year 2019, Apple was casted
a ballot to be the main advertiser by CMO grant of promoting greatness and for the
procedure years Apple keep up its situation of being the best advertiser. Glancing
back at 1977 when the organization was consolidated one of it financial backer with
the name Mike Markkula made a three point showcasing theory, incredibly 35years
letter the organization actually figure out how to utilize it and gain solid promoting
position and client dedication. The three-point reasoning incorporates.
 Empathy: To comprehend existing and potential clients better than some other
organization.
 Focus: To dispose of the superfluous matters and spotlight on critical freedoms.
 Impute: To introduce its item in an expert and innovative way there by ascribing
the incredible wanted quality since individuals do pass judgment on book by its
cover. Apple Company accept that regardless of whether they have the best
quality item with the most astonishing and helpful highlights yet on the off chance
that it is introduced in a slipshod manner, clients will apparent it as slipshod.

The organization utilizes this three-guide reasoning throughout the years toward
become the world's most significant organization and one of the world most
important brand as estimated by market capitalization.

Marketing Mix
A solitary word for Apple as a brand is "Development". The organization dispatches
not many items however every one of them can catch colossal business sectors as
they are not the same as the wide range of various effectively present in the
business sectors. Apple is considered as the world's biggest organization as far as
capitalization. The organization has kept up its own heritage, since it has entered the
PC fabricating world in 1970-1980s (Apple Inc., 2019).

One of Apple's principle goals is to situate itself as a top notch brand. The
organization endeavors to accomplish this goal by utilizing the 4P's which
incorporates Product, Price, Promotion and Place.

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3.1 Product
Apple offers the two items and administrations to clients. Regarding items, the
organization fabricates telephones, PCs, tablets, TVs, watches and remote
earphones. The organization likewise builds up its own working framework known as
the iOS which the items are run on.

With respect to administrations, Apple permits clients to buy and download or stream
music and TV shows, lease or buy films and download free webcasts. Likewise, the
organization Apple possesses a credit only installment administration known as
Apple Pay which is accessible in specific nations. Apple pay offers a simple, secure
and private approach to pay. Likewise, Apple Care is another assistance given by
the organization. This is an expense based support of furnish clients with specialized
help and fixes.

3.2 Pricing
Cost is another critical factor in the advertising blend procedure. Apple does
everything necessary to give its clients an incentive for their cash by offering quality
items. Besides, the accomplishment of an organization additionally relies upon its
estimating strategy since this decides the benefit or misfortune for the organization.

Apple appreciates a legitimate situation in the market because of top caliber of its
items and the creative idea of the organization. This permits Apple to charge
exorbitant costs for their items. Despite how costly Apple items are, individuals will
get them. Apple's exceptional evaluating methodology creates higher benefits for the
organization just as builds the brand's worth. Notwithstanding, it is workable for
Apple to create higher incomes by assembling less expensive variants of their items
for low pay buyers.

3.3 Promotion
Advancement is just making familiarity with the organization's items and
administrations to clients. Apple advances its items and administrations through
numerous channels including relations and individual selling. Concerning individual
selling, respectful, vivacious and exceptionally instructive salespeople in Apple

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stores give clients all the fundamental data about the organization items and
administrations. These salesmen likewise convince expected clients to purchase the
organization's items.
Be that as it may, Apple can build its image mindfulness banding together with brand
influencers or big names. These individuals have a set up crowd and can advance
the organization's items and administrations to another level.

3.4 Place
The spot in advertising blend addresses where the organization sell its items and
offers its administrations. Apple tries to make their items accessible to everybody by
using a few dissemination channels. As per Apple's Form 10-k, "the Company sells
its items worldwide through its retail locations, online stores and direct deals power,
just as through outsider cell network transporters, wholesalers, retailers and
affiliates" (Apple, 2018).

Notwithstanding, thinking about the appeal for Apple items, the organization should
build its retail locations, particularly in Africa where there are a couple. Besides, the
organization can likewise cooperate with outsider cell network transporters in
different nations separated from America to make the items effectively accessible to
clients.

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4. Recommendation
The organization ought to offer high benefit for the items being offered to clients
since clients have this view of the items having a superior quality in the electronic
business. In this manner the organization ought to separate its items from its rivals to
keep up its premium estimating and quality.
The organization should increment special projects, this never appears to harm any
firm yet on the opposite it ends up being essentially useful. In this manner, Apple
should direct more advancement to pull in expected clients and boots client traffic
and deals. This can be accomplished by utilizing TV plugs to instruct existing and
possible clients about its new items and administrations, in the interim appearance
how engaging it is.
The organization ought to continually make new developments in their item plans,
details and highlights in order to overwhelm the market and recognize their items
and administrations structure cutthroat brand since innovation market is
exceptionally aggressive and the issue of clone is extremely normal, a contender can
without much of a stretch clone your item and deal. This is the reason it is of high
huge for the organization to continually put resources into new advancements,
highlights and plans.
In any case, since the organizations don’t need bargain it premium value, gift
voucher, VIP card and vouchers could be made to clients. This will permit clients to
purchase the items all the more regularly and simultaneously draw in more pull in
more possible clients with incredible dependability.

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5. CONCLUSION

Despite the fact that Apple's essential advertising arranging can't be said, to be
unmistakable, they are balanced on taking Amazon and Microsoft head on. Their
new items for instance, ipad, recommends to be a genuine one in all item for the
buyers. Apple achievement factors recommend that they have the capacity and
ability to turn into the market chiefs. The significant achievement factor being
advancement. Behind their capacity to enhance its solid innovative work division.
The most recent result of Apple, the iPhone, anyway focused on, the retirees and
writers, has gotten acknowledgment from the young, understudies and the remainder
of the populace giving Apple, a get of the market.

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References
1. Aljafari, A. (2016). Apple Inc. Industry Analysis Business Policy and Strategy. International Journal
of Scientific & Engineering Research, 7(3).

2. Apple. (2019). Form 10-K. Washington, D.C.

3. Bradshaw, T. (2017). Apple Aims to Double Service Revenues by 2021. Retrieved from Financial
Times Web Site: https://www.ft.com/content/a3e00a3a-4372-3f96-b8d6-d673ac4a5d57

4. Capilla, A. (2011). Bringing the best personal computing experience to all. International Journal
of Competitive Intelligence, Strategic, Scientific and Technology Watch, 4(3).

5. Chandra, S. (2017). Apple Incorporated (AAPL). The Henry Fund.

6. Chong, Z. (2018). Apple Supplier Guilty of Unsafe Work Conditions, Report Finds. Retrieved from
CNET Web Site: https://www.cnet.com/news/china-labor-watch-finds-harsh-work-conditions-at-
apple-supplier/

7. Kovácsová, L. (2014). Making You “Think Different”: Apple's Marketing Strategy and its
Comparison with Competitors. Tomas Bata University in Zlin.

8. Lowensohn, J. (2012). News: Apple's marketing chief talkes to the stand, briefly. Retrieved from
CNET Web Site: https://www.cnet.com/news/apple-marketing-chief-takes-to-the-stand-briefly/

Strategic Marketing Plan Report of Apple Inc.