Hello everybody, my name is Nguyen Cao Hai Dang, member of group number 1 and today, i

will be the one to start our presentation

Before we start, i have some questions to ask you guys, please scan this QR code to answer

So the first question is, do you use apple’s product? Yes or no

Apple Inc. is an U.S. multinational company that specializes in consumer electronics, software,
and online services. Apple is the world's largest information technology company by revenue
($274 billion in 2020); and since 01/2021 has become the most valuable company in the world.

As of 2021, Apple is the world's 4th largest personal computer supplier by unit of sale, along
with being the world's 4th largest smartphone manufacturer. This is one of the 5 information
technology companies in the Big Five, besides Google, Amazon, Meta and Microsoft.

About Apple’s product, we can clearly know that it has many kinds of product, and they’re all
popular with us at the present time. You can see some of them are Iphone, macbook, airpods
and ipad, etc. The latest apple’s product is Airpods pro 2nd generation worths about $249 and
the Iphone 14 worths about $799 to $1099

So, we’re all knew about Apple and Apple’s products, can you tell me some adj to describe
about apple’s products?

So in conclusion, apple’s product is some kind of marvelous because of their features or many
reasons that you can see. In Vietnam and just in the mobile phone market, apple is in top 1 with
about 30% of the market share, far ahead of it’s heavy opponent that is Samsung and the
others

How Apple could do it? Is any secret hide in their success?

I will show you how based on analyzing apple’s customer personality. We will using Philip
Kotler’s consumer decision-making process, the Maslow’s hierarchy of needs and the Freud
Theory

In the first step of Philip Kotler’s consumer decision-making process, which is Problem
recognition. We can see that 1 reason of Apple’s success is Apple’s marketing based on
customer behavior which mean their insight of customer behavior

Needs are the basic of purchasing behavior. Maslow stated there are five levels of human
needs.
Most of products from Apple belong to high-end products because they are high-tech products
and not cheap. According to Maslow’s hierarchy needs, owning an iPhone or an iMac could
satisfy their esteem need. For example, in Vietnam, many young people purchase Apple’s
products since it could represent their wealth and status
Customer involvement plays a very important role in marketing which could influence
customers purchasing behavior. It is also quiet necessary during the process of Apple marketing
strategy. There are 3 factors could effect customer involvement which are personal factors,
product factors and situational factors.

Personal factors
Personal factors include self-image, personal characteristic, etc. Apple focus on high technique
and fashion. Advertisements of Apple mainly express that Apple’s products instead of fashion
and high-end products. Although the price of Apple is not cheap, there are still many customers
would like to purchase it. Since it could satisfy a well self-image.

Product factors
Product factors means that if there is a perceived risk when they buy a particular brand or
products. This risk is mainly from the quality of products and the expectation of its future price.
In terms of this aspect, IOS system is easy to handle even for a 3-year old baby. Besides that,
Apple really do well in their after-sales service. In addition, the price of Apple’s products hardly
to reduce. If there is a high likelihood that the future price would reduce, customers are not
willing to purchase it now. Therefore, since the price will remain for a long time, customers will
buy it at any time as long as they want.

Situational factors
Situational factor relates to the customer environment. A customer environment relies on
social and physical attributes (2015). For example, if peers around a customer are all using
iPhone, iPad or iMac, the customer is easy to be effected by those peers, which motivate that
customer to purchase Apple’s products. A person in this world is not individual. Therefore, their
motivation, decision, and process of purchasing behavior is easily to be influenced by
situational factors.