GROUP ASSIGNMENT

Lecture: Nguyễn Thị Thanh Bình

Subject: MKT101
Class: MK17C02
Member
Đỗ Phi Hùng
Dương Quang Minh Thiện
Nguyễn Võ Gia Hân
Trần Thu Hà
Trần Thị Kim Yến
Trần Cao Trí

Quy Nhon, November 7, 2022

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Contents
ANALYSIS OF MARKETING STRATEGY OF APPLE ............................................................ 4
I. About Apple. ...................................................................................................................... 4
1.1 Overview ...................................................................................................................... 4
1.2 History of establishment and development ..................................................................... 4
2.1. Macro environment ...................................................................................................... 4
2.1.1. Demographic environment ......................................................................................... 4
2.1.2. Economic environment .............................................................................................. 5
2.1.4 Technological environment ......................................................................................... 6
2.1.5 Cultural environment ................................................................................................. 6
3. Analysis of Apple's SWOT model .................................................................................. 6
3.1 SWOT model: ............................................................................................................. 6
3.2 In the enterprise......................................................................................................... 7
3.3.1 Strengths ................................................................................................................... 7
High-value brands ............................................................................................................ 7
3.3.2 Weaknesses ................................................................................................................ 8
Compatibility is still limited............................................................................................... 8
High product .................................................................................................................... 8
The development of Online Marketing ................................................................................ 8
3.3.4 Challenges.................................................................................................................. 8
4. 4P Marketing Strategy: ...................................................................................................... 9
4.1 Product policy: ............................................................................................................. 9
4.2 Pricing policy .............................................................................................................. 10
4.3 Place Policy................................................................................................................. 11
4.4 Promotion strategy...................................................................................................... 12
4.4.1. Apple's Marketing Campaigns - Different Advertising .......................................... 12
4.4.2. There are few preferential policies on prices ......................................................... 12
5. SUGGEST ....................................................................................................................... 13
5.1 Apple should create a solid brand personality .............................................................. 13
5.2 Use 4ps marketing mix strategy intelligently and flexibly .............................................. 13
5.3 MIXED PROMOTION ............................................................................................... 14
5.3.1 Advertising ........................................................................................................... 14
5.3.2 Public Relations .................................................................................................... 15

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 5.3.3 Promotion ............................................................................................................ 15
6. CONCLUSION ................................................................................................................ 15
References: .......................................................................................................................... 16

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 ANALYSIS OF MARKETING STRATEGY OF
APPLE

I. About Apple.

1.1 Overview
- Apple or Apple Inc. is an American technology corporation founded in April 1976 by Steve
Jobs, Steve Wozniak and Ronald Wayne, with headquarters in Cupertino, California. This
corporation was founded on January 1, 1976 under the name Apple Computer, Inc., then
renamed Apple Inc. in early 2007. Apple is one of the largest technology corporations in the
world today.

-Apple's featured product lines include iPhone smartphones, iPad tablets, Mac book laptops,
Mac personal computers, iPod portable music players, Apple Watch smart watches, and
transmitters. Apple TV digital multimedia, Air Pods wireless headphones, Air Pods Max
headphones, and Home Pod smart speaker.

-Apple software includes macOS, iOS, iPad OS, watch OS and tv OS operating systems, iTunes
media player, Safari web browser.

From a relatively unknown company, with its extremely effective marketing and business
strategies as well as innovation in design and bringing to market many high-quality products,
Apple has risen to the top. become a famous brand that is known and admired by the whole
technology industry.

1.2 History of establishment and development

2.1. Macro environment

2.1.1. Demographic environment

Demographics is a branch related to population size as well as the study of gender, race,
religion, ... of people. From there, the new business has the right view and orientation to the
target customer segment that is suitable for the business.

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-The world is currently facing the problem of population explosion with the number of global
inhabitants having exceeded 7.8 billion people and is expected to increase by 2 billion by 2050
and is trending day by day. the more aging. The large and highly differentiated population
creates potential opportunities for businesses in general and Apple in particular to develop, but
also creates many challenges and threats.

● The US is considered a potential market for Apple. A report called "Taking Stock with
Teens" conducted by Piper Jaffray shows that, out of a total of nearly 10,000 teenagers
surveyed, 83% (USA) said they own an iPhone in particular and an Apple product.
Generally speaking. Therefore, it can be said that the US market is a potential market
with a very large percentage of people using products from this company, showing that
the level of technology access of this market is very low. high, creating many
opportunities for Apple to earn its distribution profits as well as develop and
increasingly position the brand in the hearts of customers.
● Particularly in the Vietnamese market, Vietnam's population is in the period of "golden
population" with abundant labor resources, young people account for 60%-70% of the
total population. That is why the Vietnamese market is recognized as a potential market
for technology products in general and the iPhone line in particular with the quick
adaptation of young people. They always tend to update the latest phone models from
Apple and are also willing to pay a high price to own this product. However, currently,
in the Vietnamese market, there is no official Apple store, so the ability to access
products is still limited.

2.1.2. Economic environment

-The global common economy has a profound impact on growth and development for every
business and especially for a company operating on a worldwide scale like Apple. The end of
2019 and 2020, is a period of serious crisis for the world economy, according to the "Global
Economic Outlook" report of the World Bank (WB), which took place in June 2020, " The
global economy shrank by 5.2% due to the impact of the Covid-19 pandemic.
-In particular, for the US economy alone, the economy shrank 31.4% in the second quarter of
2020, before that it was 5% in the first quarter. This decline mainly stemmed from the decline
in the consumption index. decreased (up to 34%) due to the impact of the epidemic on the lives
of Americans. Besides, in China - the source of the outbreak is also where Apple's factories are
located, there was negative growth, a serious decline
- During the raging Covid-19 pandemic, especially in the period of 2019-2020, every A number
of tech companies were hit hard in terms of sales, while Apple's sales figures showed little
change.
2.1.3 Natural environment
-Currently, the metal and energy supplies on Earth are dwindling, businesses and companies
need to switch to renewable energy as quickly as possible, while manufacturing new
technology products consumes a lot of resources. Regarding Apple, they have made a promise

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that they will improve the situation with programs such as: Buy back old iPhones. Recycle old
phones. These things reduce the cost burden for the buyer.
-However, Apple company still encourages customers to give up the phone they have - working
well because of a promise:

2.1.4 Technological environment

-Technological products with a rapid rate of new and improved product launches super-fast
design and features. Every month, even every week, new products are released. Therefore, it
can be said that the level of competition in the technology market in general and smartphones
in particular is very fierce.
-Only in 2022, Apple has launched a series of iPhone lines (iPhone 14, iPhone 14 Plus, iPhone
14 Pro), iPhone 14 Pro Max) with many more outstanding features than before:
● Powerful configuration with A16 Bionic
● processor the mobile chip owns the fastest CPU and GPU performance available today
● Equipped with a powerful layer of aluminum force, camera and LiDAR sensor, the
fastest Wave connection today (iPhone 14).
● Equipped with powerful hardware and 5G connectivity, using a small screen (from
which the price is reduced).
● Apple also included a dynamic island feature in its iPhone 14, a unique feature that
innovates the user experience

2.1.5 Cultural environment

-"If you don't have an iPhone to use, don't expect too much. a lot about fairness between glances
in a group”, said a statement shared by Liane Lopez, a senior at a high school in New Jersey.
-For young people in general in America, an iPhone is considered. According to the Taking
Stock of Teens report, more than 83% of respondents said they own an iPhone.
- Some Gen Z (aka Generation Z, who were born between 1996-2005, they all used technology
from a young age and are comfortable with the Internet and social media) have become an
"underground culture" in the US today.

3. Analysis of Apple's SWOT model

3.1 SWOT model:

-SWOT model is a well-known tool known to many businesses. It is applied because of its
usefulness in helping managers analyze important factors inside and outside the business to
establish appropriate strategies and business plans.

-SWOT stands for 4 words: Strengths, Weaknesses, Opportunities and Threats - is a famous
model that helps businesses analyze and build their business strategies effectively.

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3.2 In the enterprise
-Strength (Strength) and Weakness (Weakness) are two factors for internal assessment of the
enterprise. For these two factors, enterprises can control and change. Often these factors are
related to the company's operations, assets belonging to the enterprise, product development,
etc.

-Besides, the other two factors are opportunities and challenges, which are external factors.
external is often related to the market and macro nature. Enterprises may not be able to control
these two external factors. Enterprises can fully seize opportunities, but must also pay attention
and watch out for external challenges that may occur at any time.

3.3 SWOT assessment in Apple

For Apple, the strengths and weaknesses, opportunities and threats of this brand can be
analyzed as follows:

3.3.1 Strengths

-In terms of strengths in Apple's SWOT model, this brand has many strengths to mention

High-value brands
-Currently, Apple tops Interbrand's list of the world's most valuable brands, maintaining its
position Since 2013.

-For the 9th year in a row, the global brand consulting company Interbrand has ranked Apple
at the top of the list of the most valuable brands in the world. Accordingly, Interbrand assigns
the "brand value" of the technology giant to $ 408.6 billion - an increase of 26% compared to
last year ($ 323 billion).

Innovative products, unique designs

-Apple has set its products apart from the competition by designing products differently. Its
iPod, iPhone, and iPad technology products do not have new and outstanding features right
from the early days of launch, but mainly from the design of the product.

-For example, Apple's iPod is not the first invented music player, but this Apple product is
loved by its beautiful product design for users. Or the iPad with its luxurious, thin, and light
design are the factors that make Apple products more and more noticeable to users.

Develop a genuine operating system

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-Instead of using software like Android used on most phone models today, Apple created for
itself an independent operating system that is IOS used on Android devices. iPhone phone
models. Or Apple also makes a software that runs on the Mac book that is MacOS is a separate
software used only on Apple products.

-This is also exploited by Apple in iPhone and iPad phones with iOS operating system. The
iOS operating system with high RAM makes Apple phones and tablets better optimized than
competitors using Android.

3.3.2 Weaknesses

-Besides the strengths, Apple also has some weaknesses that need to be mentioned

Compatibility is still limited

-Apple is currently too monopolistic so making apple products only optimized on genuine
Apple products themselves, or a few products licensed by Apple.
Products that are not supported by Apple are almost impossible to use on Apple devices
-This requires customers to purchase exclusively Apple applications or accessories such as
charging cables, jacks to be able to use the product. products normally.

High product
prices -Apple's price level is a significant concern for many people. The high profit margin is
the reason why this product is only aimed at customers with high economic resources even
though Apple's target audience is the general smartphone users.
3.3.3 Opportunities
-Apple capitalizes on its strengths and always seizes profitable opportunities to grow for itself

The development of Online Marketing

-Currently, the Internet is very developed and this is a very beneficial marketing environment
for Apple. Apple leverages the Internet to deliver messages to potential customers through
digital channels such as search engines, email, or social networks.

3.3.4 Challenges

Along with the development opportunities, Apple also faces the following challenges:

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The Development of the Android operating system
-The Android operating system is a dangerous threat to the development process. Apple
development. With the strong development and spread of Android. Apple is suffering from the
fact that users are gradually switching to Android instead of iOS as before.

More competitors enter the market

-With the development of technology, today there are many phone products with high
technology and new features entering the market. That puts Apple at risk of a decline in the
number of users much more than before.

4. 4P Marketing Strategy:
-For Apple's business strategy, the company's 4P Marketing model includes multinational
activities in the consumer electronics market, information technology market, Internet service
market and digital content distribution market. The diversity in its business puts Apple in
competition with a variety of companies, such as Google, Amazon.com, Samsung, Dell,
Lenovo, Sony, and PayPal, as well as Microsoft, IBM, and Intel. These competitors are known
for their aggressiveness in innovation and marketing. Therefore, Apple needs a unique
Marketing strategy to stay at the top of the market.
That's why it's important to develop a marketing mix, Apple uses a premium brand-focused
approach. This approach involves leveraging the premium brand and ensuring all 4Ps of
Marketing support the retention of your brand. For example, Apple's pricing is consistent with
the premium brand and consumer perception of high-value and high-quality products. That's
why Apple is always in the top 10 richest companies in the world. So how is Apple's 4P
marketing strategy implemented? Follow the analysis below.

4.1 Product policy:

-Apple's product lines are diverse and aimed at segmenting high-end customers to create a
sense of ownership for the customer. Apple's product lines are extremely diverse.

Some famous Apple product lines can be mentioned such as:

● iPhone
● iPad
● iPod
● Mac book
● Apple Watch
● Apple TV

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Along with the rapid development of technology, user demand has also become higher, so
Apple has focused on developing its own products and focusing on improving product quality.
Although Apple is manufacturing and providing many different product lines, it still
focuses on improving and ensuring the best quality for products. The Mac product line
includes desktop and laptop computers in a variety of sizes for different market segments and
needs to serve users with ease and convenience. Apple technology is not only appreciated for
quality and stability, but Apple's designs also have a vision beyond the times. Apple products
are luxuriously designed with its own brand of the image of an apple defect. Products always
innovate with each version, from quality to design that shows class to the user who owns it
-Apple's iOS operating system is intelligently designed, solid and stable. With Apple's
marketing strategy, the products when launched are designed, thoroughly researched,
simple and convenient to use.
-Moreover, the brand is also constantly implementing upgrades to its products and services
to enhance the customer experience.
-In addition, Apple regularly updates new iOS versions for devices to patch security bugs and
provide new features, enhance user experience, leading to the implementation of information
management between devices. Apple devices become easier and more convenient. This
proprietary operating system is used and loved by many people, loyal to its elegance with
high security, stability and ease of use. In contrast, Android is only updated once a year.
-Furthermore, the products are cloud-based, allowing customers to store and access their data
and use software as a service (SaaS), such as iWork for iCloud.
-In addition to the above product lines, Apple also provides other accompanying services such
as:
-Apple Care service and warranty: The service allows users to have the opportunity to be
maintained, serviced and cared for. Apple products at different rates.
-Cloud storage service: Store data and content so that customers can continuously update
personal information on many Apple devices and personal computers.
Payment services: Apple provides payment services using Apple Card or Apple Pay, a cashless
payment service.
-Advertising services: Apple allows third parties to do business on its own advertising platform.
Thus, we can see that Apple uses a successful product development strategy, worthy of the title
of a technology leader in the field of electronics

4.2 Pricing policy

-Product pricing of Apple's products Apple is always implemented effectively, in
accordance with the values that the product brings to Apple’s customers products are
known to be expensive, high-class customers, and carry a luxury logo. Apple knows its
customer psychology very well, so they are constantly innovating technology that can find
ways to satisfy all customers. Some outstanding product pricing strategies of Apple:
● Premium Pricing Strategy
Premium pricing strategy is Apple's premium product pricing strategy. With this strategy,
the brand has priced products high to show that their products have high value, luxury.

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Premium pricing has always focused on the perceived value of the product by the customer
rather than the actual value.
Because Apple identifies as a premium brand, they used a pricing strategy of Premium
products. This is a pricing strategy that is common to all Apple products and services, and
is always set at the highest price.
● Apple's Value-Based Pricing Strategy
Apple's marketing strategy of pricing products based on the value their customers are
feeling about the product. Value-based pricing is a brand's customer-centric approach to
pricing, which means that Apple products are sold at a price that their customers believe
the price to be in line with the product's value. grant.
Because Apple products in the perception of customers are of high value, the price of the
product is also commensurate. In addition, any product improvements or additional Apple
features introduced are based on the wants and needs of the customer.
As can be seen, the iPhone 14 has shown that Apple has made a change in the positioning of
its products. This iPhone 12 series has more versions with different price ranges. Specifically
Phone 14 (2022) — $799
iPhone 14 Plus (2022) — $899
iPhone 14 Pro (2022) — $999
iPhone 14 Pro Max (2022) — 1099 USD
-With a price like this, it will target the majority of users who are high-income people, but it
can still be fine for those with good incomes, making it possible for everyone to access high
technology.

4.3 Place Policy

-Place is an extremely important factor in the 4P Marketing strategy. This is the
strategy related to the place of sale and distribution of the company's products.
Apple's select locations for distribution include:

1. Apple Points of Sale (Apple Store)

2. Online retail from websites and other electronic retailers
3. Apple Website
4. Authorized sellers (Apple resellers)
5. Telecommunications Company

-In Vietnam, Apple also has two official exclusive distributors, namely Vina phone and Viettel.
In addition, there are many retailers of Apple products directly to customers through carriers
or supermarkets: Mobile World, Nguyen Kim, Telecommunications A, FPT...

-From the distribution products through the above channels help the brand be distributed
around the world, making it easy for customers to access and buy its products.

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-Example: The distribution strategy of the iPhone 14 series is similar to the distribution strategy
of the previous iPhone lines of Apple. That is: Some large and exclusive network distributors
in the US such as: Verizon Wireless, Sprint, AT&T... Not only that, but Apple also chooses
other distributors around the world such as: Orange in France, MTS in Russia, T-Mobile in
Europe, etc. I-store: These are apple-owned stores with highly knowledgeable service staff who
spend a lot of time and effort providing specs. technical for customers. These stores, with highly
trained salespeople, with tips and advice, create a great experience that enhances the iPhone
buying experience. Independent Stores: Very few high-end stores, especially in malls, also
stock iPhones with other cell phones. Buying from these stores is equally good, as these are
high end stores in and of themselves. They buy from distributors, not from the company itself.
Online: Apple products are available on many websites like eBay, Flipkart or mainly Amazon.

4.4 Promotion strategy

-Promotion in marketing is a form of promoting products to many users. This is an important
factor in the 4P Marketing model that determines the revenue of a business.

4.4.1. Apple's Marketing Campaigns - Different Advertising

-One of the things that makes Apple successful is the advertising campaigns that make a
difference and are extremely unique.
When it comes to the campaign that made Apple's name from the early days and created the
momentum for this brand to rise to become one of the largest technology corporations today,
it is definitely worth mentioning. to the “Think Different” campaign.
-With this campaign, Steve Jobs and Apple's creative team produced a trailer and selected the
actors who are the "craziest" to appear in their trailer. These people all have different ways of
thinking that have changed the world in a certain different direction.
-After only 12 months, the "Think Different" campaign has brought Apple sales skyrocketing,
the company's stock also tripled. A year after the launch of that campaign, Apple also launched
the iMac - Today this product line has become the best-selling computer in history.
-The campaign has been a success with numerous awards, including the 1998 Emmy Award
for best advertisement and the Grand Effie Award in 2000 for the most effective campaign in
the US.

4.4.2. There are few preferential policies on prices

-When Apple launches new products, most of the old products will be discounted. Therefore,
users can use Apple products that are not the latest, but still have a lot of useful features to help
people use them effectively.
-In big discounts like Black Friday or Christmas, Apple is always out of the game. Loyal Apple
customers will never feel betrayed when the brand almost never cuts prices. The simple reason
is that Apple always wants customers to feel their investment is worth the money and high
value comes with good quality.

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-To do this, Apple has applied the MAP (minimum advertised price - minimum advertising
price) policy. Under this policy, retailers are prohibited from selling and promoting products
that are less than the minimum price Apple offers.

Besides, after launching a new product line, Apple will stop producing the old line. The
purpose of this is to limit consumers buying old products at a cheaper price, while keeping
Apple's price spectrum intact and ensuring the purchasing power of new items.

In Apple's marketing mix, the brand has always focused on the value proposition rather than
the price. Therefore, Apple rarely implements preferential pricing policies. This brand
emphasizes the value in each of its products and focuses mainly on that value. That always
brings great competition and helps Apple to have a convincing answer to the question: "Why
do I choose you and not a competitor?".

5. SUGGEST

5.1 Apple should create a solid brand personality

-The Apple brand personality is also about simplicity and removing complexity from people's
lives, being a truly human company with a sincere connection with customers.
By focusing on a consistent customer experience across every customer touchpoint, such as
products, retail stores, websites, app stores, and ads, Apple has shaped a reputable brand.,
reliable. For example, the famous slogan "Think Different" Apple conveyed the message:
"Those who dare to think differently and dare to disrupt will become successful and change the
world".
-Businesses with creative, dynamic images will attract more customers and bring more profits
to Apple.
-Creating a solid brand will help Apple increase its competitiveness in the market

5.2 Use 4ps marketing mix strategy intelligently and flexibly

Product
-From the founding years until now, Apple's smart devices have always carried a framework
and did not have much innovation. For example, the recent generations of iPhone, with
hardboard edges and only changing the size of the camera.
Instead of they should improve and learn the design lines of android. For example, Samsung
has released folding phones in recent years and it has caused a global fever.

Distribution:
-Apple has expanded its distribution locations around the world by opening many Apple store
chains and linking up with a number of reputable stores. In addition, customers can purchase
products through Apple's website. However, in the current market, although the distribution

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system has been closed, Apple still has problems with product plagiarism. Therefore, they
should thoroughly handle this part.

Promotion
-In terms of product promotion, Apple uses public relations tools to optimize the company's
image. For example, the leak of new features, or Apple events, ... Besides, the
communication strategy is also promoting sales at Apple Store locations and authorized
dealers. For example, some places offer older models at a discounted price that comes with
products in the higher tier. And these have reached the majority of consumers.

Price:
-Because Apple wants to focus on quality in a closed area, Apple has targeted high-end
customers. Therefore, Apple uses a special pricing strategy combined with high-end brands to
conquer customers. But besides that, many people think that the price is not reasonable.
Because in today's market, android phones are always improving with new features, new
technologies and those things can surpass even Apple, but android is always more affordable
and lighter than Apple.

5.3 MIXED PROMOTION

5.3.1 Advertising
Currently, there are many ways for businesses to advertise a product outside the market:
*For example:
+ Promote business brand through social networks:
+ Advertise the business brand through multimedia communication.
+ Promote business brands through Blog or Livestream.
+ Promote business brands through online advertising channels.
+ Advertise the business brand through the website.
+ Advertise your business brand through celebrities.
+ Promote business brand through product brand.
+ Advertise your business brand by your own professional staff and corporate culture.
+ Advertise the business brand through the brand identity kit.
+ Advertise the business brand with the city screen.
+ Corporate brand advertising – Linking e-commerce platforms.
Apple is a master in marketing its brand and products, so they have almost used all of the
above advertising methods, but the most effective is probably "Create mystery, arouse
curiosity". Usually, when preparing a new product, the marketing team will provide
information to the press, publishing all information about it to get customers excited. However,
Apple took a different route, creating excitement by keeping as much of a secret as possible.
Creating mystery is one of the best marketing methods.

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5.3.2 Public Relations
-Staff in an Apple stores are not forced to sell, instead, they are trained to learn how to connect
with customers and sell by APPLE method as follows:
A – Approach: always approach customers in a personalized way
P – Probe: probe to understand what customers are after
P - Present: present the solution to the customer
L – Listen: listen and resolve any customer problems or concerns
E-End: always end a conversation with a nostalgic farewell
-Apple has built trust in each of their products and always makes its customers feel most
comfortable when using their products. The company also uses public relations to optimize its
image. company. Examples: Apple Events, leaks of brands new product features, press
releases, and exclusive interviews carefully crafted to enhance public positivity. In addition,
the brand also has a number of initiatives such as Connect ED, which promotes formal
educational outcomes while marketing its business and products.
And that's one of the reasons why Apple products are always popular with consumers so
welcoming.

5.3.3 Promotion
It defines the communication tactics the company uses to reach its target audience. Apple
markets its products in many ways through multiple channels and communication parties.
When it comes to this 4P factor, the company highlights the premium brand image and high
quality of the goods. Here are the communication tactics in Apple's ad mix:
+Ads
+Personal sales
+ Sales promotion
+Public Relations
-Additionally, this marketing mix includes sales promotions, which typically occur at Apple
Store locations and authorized dealer locations. For example, some places offer older models
at discounted prices when bundled with more expensive items.

6. CONCLUSION
One of the fastest ways to achieve your goals is to learn from the success of those who have
come before. Apple, its app store, and retail are the ideal model for any modern brand looking
to build a passionate fan base and loyal customers. This is not about mimicking Apple, instead,
understand what it means for Apple – or any other successful business – to do it well, then find
creative ways to do the same in your business, always. keep the marketing strategy in line with
the brand.

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References:
● https://www.studocu.com/vn/document/truong-dai-hoc-kinh-te-dai-hoc-da-
nang/strategy-management/apple-chinh-sach-4p-marketing-co-ban-tai-lieu/16891748
● https://subiz.com.vn/blog/trai-nghiem-khach-hang-cua-apple-p2.html
● https://mobiwork.vn/chien-luoc-4p-marketing-tu-de-che-apple/
● https://amis.misa.vn/30862/chien-luoc-kinh-doanh-cua-apple/
● https://www.studocu.com/vn/document/truong-dai-hoc-kinh-te-dai-hoc-da-
nang/strategy-management/apple-chinh-sach-4p-marketing-co-ban-tai-lieu/16891748

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