INFO 1302

BUSINESS FUNDAMENTALS

ASSIGNMENT 1: CASE STUDY

SECTION 06 – DR. AIDRINA

GROUP DANDELIONS
KULIYYAH OF INFORMATION AND COMMUNICATION TECHNOLOGY
SEMESTER 1 YEAR 1 (22/23)

KULLIYAH OF INFORMATION AND COMMUNICATION TECHNOLOGY

INTERNATIONAL ISAMIC UNIVERSITY MALAYSIA

53100 GOMBAK, SELANGOR

ABSTRACT

The Sustainable Development Goals (SDGs) set out the UN agenda for people, planet,
and prosperity, achieving a prosperous, inclusive, and sustainable society for all by 2030. The
aim is to end poverty, protect the planet and ensure that all people enjoy peace and prosperity,
now and in the future. In terms of business, most business organisations are taking steps to
implement sustainability initiatives in their products or services. In this report, we will
specifically talk about how one organisation makes a huge effort to achieve sustainability by
improving its marketing strategy. The main agenda in this report is the analysis of business
organisations marketing strategies and outcomes. We will explain the organisation's background,
their marketing strategy, and their outcome and impact in terms of environmental, social, and
economic factors. There are plenty of business organisations, all the way from automotives to
tech companies. For this report, we have chosen Honda, Toyota, BMW, Nissan, and Apple to
explore how their organisations are making a move in marketing and observe the outcomes
according to the three main points stated above which are environmental, social and economic
factors, and not to abide, to achieve sustainability. On the other hand, in the discussion part, we
will highlight and discuss the overall results and proceed to point out the similarities of these
business organisations.

Sustainable Innovation In Business

Sustainable innovation refers to deliberate modifications made to a company's goods,

services, or operations to produce long-term social and environmental advantages while
generating financial success for the business. Researcher Richard Adams provided that term after
reviewing relevant scholarly and commercial studies.Through sustainable innovation, companies
can invent and offer novel products or services that directly contribute to achieving
sustainability.

Environmental sustainability is another meaning of the word sustainability.

Environmental sustainability focuses on taking actions to ensure that future generations have
access to the natural resources they need to live as comfortably as present generations, if not
better. Today's inventions frequently aim to address environmental problems. The Sustainable
Development Goals (SDGs) of the United Nations are comprehensive and aspirational, urging all
nations, regardless of their income levels (high, middle, or low), to significantly enhance the
quality of life for their people. The objectives cover social, environmental, and economic factors.
Avoiding environmental pollution and making a concerted effort to improve the condition of the
global ecosystem are examples of sustainable business practices. Businesses that take on the
burden of maintaining their environmental sustainability demonstrate their dedication to having a
good impact and defending their neighbourhood. In addition, there are a few benefits of
sustainability in a business which are attracting customers, it will protect your brand and mitigate
risks, aligning action with missions, building community relationships, and protecting the

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company's future. A sustainable company can improve productivity and reduce cost. The
development of sustainable business practices facilitates effective operation that streamlines
effort and conserves resources, hence improving employee productivity and lowering costs.
Cost-cutting measures include energy-saving techniques as well. These can range from
straightforward actions like turning off unused lights and insulating walls to more complex ones
like installing geothermal heating and cooling systems. The cost of implementing those
initiatives with a bigger overall impact will probably be higher, but the payoff in the long run
justifies the expense. Though sustainability has many positive impacts on business, it can also be
challenging to actually implement these changes. Sustainability does not imply forgoing revenue
or putting achievement on hold. Instead, it is now an essential component of any organisation's
winning strategy. In terms of profitability, growth, and employee retention, a company that
ignores sustainability risks does worse overall. By integrating sustainability into your business
strategy, you can find success.

Business Organization

TOYOTA BACKGROUND

Toyota is a Japanese automotive manufacturer with the headquarters in Aichi, Japan.

Toyota Motor Corporation, also known as Toyota, was founded on August 28, 1937. For the
current executives, the Chairman of the Board of Directors (Representative Director) is Takeshi
Uchiyamada. Toyota focuses on motor vehicle production and sales as its main business activity.
As of March 31, 2022, the number of employees was about 70,000 (300,000 consolidated).
Hence, Toyota also has facilities that are divided into two categories: R&D Centers and Global
Operations around the world, including North America, Latin America, Europe, Africa, and Asia
Pacific. Every facility has different functions, for example, production sites and manufacturing
companies. In addition, Toyota operates other businesses, including financial services and builds
robots. The company’s tagline is currently “Mobility for all”. Its global mission is to “lead the
future mobility society, enriching lives around the world with the safest and most responsible
ways of moving people.”

TOYOTA STRATEGY

Toyota uses a SWOT analysis model to investigate the company's marketing strengths,
weaknesses, opportunities, and threats. The internal factors that help Toyota maintain its success
in the automobile industry are referred to as its strengths in the context of this SWOT analysis.
These are the explanations for why Toyota is currently very successful. For strength analysis,
Toyota's operations adhere to the principles of continuous improvement and respect for people.
These principles increase productivity and encourage innovation. They were also the inspiration
for the concept of lean management. Toyota's core strength has been these principles for many
decades. Next, fuel cell patents Auto companies are pursuing zero-emission vehicles through two

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main technologies: hydrogen fuel cells and electric vehicles. Toyota holds approximately 5,680
global patents on hydrogen fuel cells. Toyota now has a strong position in the zero-emission
vehicle market thanks to these patents. Then, despite strong stock performance, the automakers
were severely impacted by the pandemic-related economic slowdown. Even so, Toyota's stock
performed better than that of most automakers. Toyota's stocks only experienced a 15% decline
from their peak to trough, compared to General Motors' 64% decline. This demonstrates the
business' resilience.

For its weaknesses, Toyota has issued recalls to address flaws. Even though Toyota sets
the bar for quality assurance, its production and design are not perfect. For instance, Toyota
recalled 700,000 vehicles at the beginning of this year due to a defective fuel pump. Such
circumstances undermine consumer trust in the brand and can destroy years of goodwill. Also,
the technology gap is one of Toyota’s weaknesses. Toyota is lagging behind Tesla in terms of
future technology. In a teardown of the Tesla Model 3, engineers found Tesla’s technology to be
six years ahead of Toyota and Volkswagen.

All external elements that support Toyota's expansion are viewed as opportunities when
performing a SWOT analysis. Several of these chances include smart cars. Toyota is working on
self-driving systems such as the Guardian and the Chauffeur. These systems aim to make driving
safe and convenient for people not experienced enough to drive (Guardian) or able to drive due
to old age (Chauffeur). Toyota is unsure how the market will respond to its self-driving options.
But, with technology in every area moving towards enabling convenience and ease, Toyota’s
plan for autonomous vehicles is a smart one. Furthermore, many industries are leveraging the
combination of cloud computing and AI technology to improve the ways in which they serve
their customers. Automotive-based cloud technology is growing at 19.88% and is projected to
reach nearly $70 billion by 2022. So, cloud computing and AI are important opportunities Toyota
should seek to leverage.

Even though a threat can mean a variety of things, in a SWOT analysis, a threat is an
outside factor that impedes progress. Here are a few of Toyota's threats. First, Competition.
Toyota’s rivals Tesla and Volkswagen are matching Toyota’s stride for stride. Toyota cannot
afford to slip. Falling back now would be a critical hit. For instance, a venture capitalist investor
says Tesla’s valuation could soar to $2 trillion in the next three years. Second, trailing Tesla
Toyota may be one of the largest car manufacturers in the world. But it is not the most valued
automaker; Tesla is the most valued automaker. At the time of this writing, Tesla’s market cap is
175% higher than Toyota’s. Although the President of Toyota dismissed Tesla for not being a
"real" car company, Tesla sure is giving Toyota stiff competition in the post-fossil fuel tech.

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OUTCOMES (ENVIRONMENTAL, SOCIAL, ECONOMIC IMPACT)

Toyota’s marketing strategy manages to form the best outcomes in terms of

environmental, social, economic impact. For environmental impact, Toyota gives a lot of change
and innovation to the environment after Toyota introduced the Toyota Environmental Challenge
2050 in October 2015. The contest aims to produce advantageous environmental effects in a
number of areas, including water usage and life-cycle emissions. In the ensuing decades, we
pledge to take fresh, daring measures to go beyond zero environmental impact.

For social impact, Toyota will continue to protect and improve the human rights of
employees, customers, and all people involved in business activities in order to be beneficial
towards society. Toyota has a Human Rights Policy. They defend the Commitment for the
"respect for human rights", Scope of responsibility, Human Rights Due Diligence, Remedy, and
Education and Training.

For economic impact, In Japan, a total of approximately 400 billion yen will be newly
invested in the Himeji Plant of Prime Planet Energy & Solutions Co., Ltd. (PPES) and in Toyota
plants and properties, while in the United States, approximately 325 billion yen (approximately
2.5 billion dollars) will be newly invested in Toyota Battery Manufacturing, North Carolina
(TBMNC; owned 90% by Toyota Motor North America, Inc. and 10% by Toyota Tsusho
Corporation) toward increasing automotive battery production.

Nissan
Background

Nissan started in 1911 when it was originally founded under the name Kwaishinsha Motor Car
Works by Masujiro Hashimoto. Three years later, the company produced its first car, the DAT,
which was an acronym of the three partners’ surnames. Nissan went through several name
changes throughout the 1920s, and it wasn’t until 1934 that Nissan Motor Company was used for
the first time. A company called Nihon Sangyou, or Japan Industries, merged with what would
become Nissan Motor Company in 1931. The CEO of Nihon Sangyou, Yoshisuke Aikawa, was
excited about starting an auto division of the company, so when other shareholders were less
enthusiastic, Aikawa bought them out and began focusing on building Nissan manufacturing
plants. Nissan continued making Datsuns, the kind of car they’d been making for years, as well

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as producing trucks and planes for the Japanese army. After the war, Nissan partnered with
various automakers to build vehicles for them, including Austin Motor Company in the 1950s
and 1960’s with Prince Motor Company in 1966, which introduced vehicles to the Nissan lineup
that are still in production to this day. Nissan has been one of the most popular and innovative
brands in the world since its inception over 100 years ago. Nissan plans to continue to lead the
industry in technology and design excellence for years to come.

Nissan Marketing Strategy

Marketing Strategy analyses the brand with the marketing mix framework that covers the 4Ps
(Product, Price, Place, Promotion). There are several marketing strategies like product
innovation, pricing approach, promotion planning etc. These business strategies, based on the
marketing mix, help the brand succeed in the market. Nissan product strategy is based on its
huge product lineup such as Nissan Micra, Sunny, GTR and Terrano. Nissan itself is a large
seller of budget and most volume cars are sold through the Nissan brand. Moving on to Nissan’s
pricing strategy, Nissan prices its products competitively in order to not just capture the market
share but also to ensure that customer loyalty is always maintained. However, for its high end or
luxury cars, it has priced them at par. Nissan prices basically vary with engine configuration,
safety features, trim levels depending on features and comfort equipment on offer. This gives
insight into the Nissan marketing mix pricing strategy. Proceeding with the topic, we have
Nissan’s place and distribution strategy, Nissan itself is a global brand and present across the
world. It is present in North America and Mexico, Europe, Latin America and Caribbean, Asia,
Oceania etc. Nissan manufactures vehicles in Japan, India, Vietnam, China, Indonesia, Malaysia,
Thailand etc. It also has an even more extensive distribution and sales network spread all across
the globe. Lastly, for Nissan’s promotion and advertising strategy, Nissan understands the need to
meaningfully communicate its core philosophy as well as relay to customers the various product
features. Apart from the usual television, radio and print, Nissan has exceptionally interesting
advertising campaigns. Nissan also utilises customer interaction and experience to help push
across its messages around the world.

Nissan Outcomes

1. Environment

Nissan’s environmental philosophy is “A symbiosis of people, vehicles, and nature”. To realise

its promise, Nissan has promoted a series of midterm environmental action plans under the name
“Nissan Green Program (NGP)” which includes reducing environmental dependance and impact
to levels that nature can absorb. The targets set for four key initiatives under the program,
“Zero-emission vehicle penetration”, “Fuel-efficient vehicle expansion”, “Corporate carbon
footprint minimization”, and “Natural resource use minimization” were fully achieved. All of
this was made to stick to its promise on environmental philosophy.

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2. Social

Nissan’s business activities are supported by various stakeholders. As well as respecting the
rights of all stakeholders, as a global company we conduct our business activities with a constant
awareness of society’s needs and social responsibility in order to contribute to the sustainable
development of society. Nissan is also recognizing the issues of human rights as they relate not
only to business processes but also to the supply chain. Other than that, one of Nissan’s goal that
relates with social outcomes is zero fatalities which include reducing the number of deaths from
accidents involving their vehicles to virtually zero. Lastly, through activities that contribute to
local communities on the themes of “zero emission”, “zero fatalities” and “zero inequality”,
Nissan will aim to realise “a cleaner, safer and more inclusive society”.

3. Economic impact

Nissan created more than 1,300 jobs at its ATVM-supported facilities. Nissan is also helping lay
the groundwork to develop a U.S. infrastructure that will support electric vehicles and their
related industries. The company has formed partnerships with states, counties, municipalities,
and electric utilities to prepare markets for the introduction of electric vehicles, including the
installation of charging stations.

BMW
INTRODUCTION
BMW is a German multinational manufacturer of performance luxury vehicles and
motorcycles headquartered in Munich, Bavaria, The corporation was founded in 1916 as a
manufacturer of aircraft engines, Automobiles are marketed under the brands BMW, Mini, and
Rolls-Royce, and motorcycles are marketed under the brand BMW Motorrad. In 2017, BMW
was the world's fourteenth-largest producer of motor vehicles, with 2,279,503 vehicles produced.

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BMW is headquartered in Munich and produces motor vehicles in Germany, Brazil, China,
India, Mexico, the Netherlands, South Africa, the United Kingdom, and the United States. The
slogan of BMW, “Sheer Driving Pleasure” has evolved over the years having the current slogan
as “ The Ultimate Driving Machine”. The company is currently owned by Susanne Klatten, and
Stefan Quandt.

STRATEGY
The company offers safety, efficiency, and reliability which is important to buyers who
want a product that can guarantee their safety at the best level. For instance, The BMW X3 was
tested by the EURO NCAP on four parameters which include the safety of adult and child
occupants, pedestrians or cyclists, and safety assists. It was awarded a top five-star rating. Adult
occupant safety of 93 percent was one of the more impressive results, and the 84 percent
awarded for child occupant safety is pretty good too.

Other than that, the prices of cars vary according to the series and model of the car.
Looking at the tough competition and to expand the company operations, they have launched
low-priced cars too like BMW X1. The starting price for BMW X1 is RM220,800.

Furthermore, BMW always follows the latest technologies which are also seen in their
cars as they keep updating the cars with the latest technology like their recent BMW i8 has
features like VR and AR.

Besides that, the company has been promoting its brand with the most amazing
commercials, print ads, and online advertisements. This made them the world’s most reputed
brand in 2012, as per Forbes. The ads are more focused on the looks and style of the car. BMW
ads focus on both, the looks of the car and the engine and the technology of the car.

Lastly, the company uses a content-oriented approach to attract a broader audience. The
company also claims that content marketing gave them a 27% increase in mobile visitors. BMW
is eager to widen its potential audience by creating content that engages consumers beyond cars
and “gets to the point”.

OUTCOMES
Since 2020, the BMW Group only uses renewable energy sources, and 99% of the annual
production waste is recycled. Specifically, the BMW Group aims to cut CO2 emissions from the
entire vehicle lifecycle of the car by a minimum of 40% by 2030. BMW Group also aims to

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deliver 10 million fully electric vehicles over the next decade with sustainability at their core.
This year BMW Group will have 15 fully electric models in production including the iX SAV, i4
Gran Coupe, iX3 SUV, and the all-new BMW iX1 and i7 models launching later this year. At the
end of a car’s useful life, BMW is reducing it back to its raw materials for use in the
manufacturing process. This is just one way to increase the use of secondary materials in a car’s
construction, while future products will be designed and engineered to accept these materials. In
fact, BMW can already re-use up to 90% of the material found in its high-voltage batteries.

As a company with a multinational workforce and locations on five continents, BMW has
contributed so much to society. They advocate for intercultural understanding and sound
education for children and teenagers, as well as road safety. The BMW Group production
network comprises over 30 production sites all over the world and as 0f 31 December 2021, the
BMW Group had a workforce of 118,909 employees. This is parallel to the United Nations goal
which is to promote sustained, inclusive, and sustainable economic growth, full and productive
employment, and decent work for all. They also support non-profit organisations in the
communities. Over the last two decades, BMW has donated more than 40 million dollars to
educational, cultural, and civic programs across the Upstate, as well as a number of local and
statewide organisations.

From an economic view, BMW has opened the Kulim engine assembly plant with a total
investment value of more than RM132 million by SDAE. They have exported over 4,600 cars
from its vehicle assembly plant in Kulim since 2018 when the company’s exports program
began, thus making it one of Malaysia’s largest exporters of premium cars. BMW says its Kulim
plant is ranked one of the best in Asia, which is also why it is tasked to supply right-hand drive
cars to Thailand and left-hand drive cars to the Philippines. This has contributed to RM15.45
billion in Malaysia’s exports related to this sector in 2019.

Honda
INTRODUCTION

Honda is a publicly traded international business with its headquarters in Tokyo's Minato.
Honda operates in four different business sectors: cars, motorcycles, financial services, and
power. Honda is a manufacturer of light trucks, minivans, and passenger cars such as Accord,
Amaze, Brio, City, Civic, CR-Z, Jazz, Freed, Stream and others. Since 1959, Honda has
produced the most motorcycles in the world, with 400 million expected to be produced by the
end of 2019. It also produces the most internal combustion engines in the world with more than
14 million produced in a year. In 2001, Honda overtook Toyota as the second-largest producer of
automobiles in Japan. Honda ranked as the eighth-largest automaker in the world in 2015. Honda
produces a variety of products in addition to its primary markets of automobiles and
motorcycles, including garden tools, marine engines, personal watercraft, and power generators.

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Honda as a forerunner in technology, they also invest in research to create robots that can walk,
dance, and navigate.

STRATEGY

The first marketing strategy used by Honda in developing its company is pricing strategy.
Honda has hatchbacks, sedans, luxury sedans and SUVs. Therefore, Honda's pricing strategy in
its marketing mix is based on a variety of factors including the competition, the segment, the
features and others. Honda targets customers from low middle income level to high income level.
The same basic pricing applies everywhere and variations may be brought on by taxes, currency
changes, and other comparable reasons. Honda motorcycles are available in a variety of models
and serve various market niches. Honda makes use of economies of scale to satisfy rising
demand at competitive rates, particularly in developing nations like India, Brazil, and Thailand.
Honda constructs huge manufacturing facilities in underdeveloped nations and exports their
motorcycles to wealthier nations, where production costs are greater. Additionally, Honda offers
high-end sports bikes and luxury motorcycles.

Moreover, Honda also uses place and distribution strategy as the marketing strategy.
Honda has an incredible sales network. Honda had three sales channels up until 2006. These
were Honda Verno, Honda Clio, and Honda Primo. Honda Verno offered well-known products
for sale while Honda Clio offered traditional Honda products and Honda Primo sold small cars.
In 2006, all three were phased out and Honda Cars dealerships were set up. Customers can also
buy used cars directly from Honda through Honda Auto Terrace. Honda sells automobiles
through a network of 700 retail dealers in Japan, 1500 dealers in Asia (excluding Japan), 1300
dealers in the US and 1100 dealers in Europe. In the global markets, Honda Cars has effective
sales and distribution networks.

Lastly, Honda spread their names throughout the world using the promotion and
advertising strategy. Honda used television advertisements to make their company become well
known. Honda makes various themes of advertisements to attract customers. Honda also used the
online advertisement that helped the brand establish its competitive edge. Additionally, the
company constantly interacts with its customers on social media platforms like Facebook and
Instagram. The advertisement is focusing on innovation and superior engineering. Honda
advertises extensively through motorsports like Superbike racing, Motorcycle Grand Prix, and
others.

HONDA OUTCOMES ON ENVIRONMENT

As the largest engine producer in the world, Honda works comprehensively to make sure
that the products those engines power are clean, fuel-efficient, reduced water use, energy use,
waste and emissions. Honda was one of the first businesses to release its own Environmental
Statement in 1992 as a result of this commitment. Nearly zero garbage is sent to landfills at any

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Honda auto facility in America. Since 2001, Honda has reduced its production waste going to
landfills by 93%.

HONDA OUTCOMES ON SOCIAL

Since the company's founding, Honda has worked to improve society and the lives of its
customers by developing high-quality products and technology and living peaceably alongside
the local communities where it conducts business. Honda started charitable programmes in the
1960s to improve links with the community while the company was still in its early stages of
development. In order to spread happiness and establish itself as a company that people desire to
work for, Honda currently engages in a variety of social activities across its seven regions of the
Company’s worldwide operations. In its business operations abroad, Honda also makes an effort
to promote projects that take into account local conditions. Honda will continue to explore
numerous social contribution initiatives while interacting with consumers and locals in order to
be able to spread joy.

HONDA OUTCOMES ON ECONOMICS

Out of the total positions, Honda directly employs 151,957 people in the private sector
through its manufacturer-related activities in the US. Estimated associated wages and salaries
total $9 billion. In 2007, Honda directly employed 27,011 individuals in the United States across
all its product lines. Honda's first U.S. auto assembly facility demonstrated to foreign automakers
that they could effectively create cars made by American labour, and as a result, a flood of
automotive foreign direct investment in the U.S. quickly followed.

Apple
Apple’s Background

Apple was founded by Steve Jobs, Steve Wozniak and Ronald Wayne on April 1, 1976. Apple
Inc. is an American technology company specialising in consumer electronics, software and
online services. Apple is headquartered in Cupertino, California, United States. Apple went
public in 1980 to instant financial success. The company developed computers featuring
innovative graphical user interfaces, including the 1984 original Macintosh, announced that year
in a critically acclaimed advertisement. By 1985, high product costs and infighting among
executives were causing problems. Wozniak amicably resigned from Apple to pursue other
ventures, while Jobs resigned bitterly and took Apple employees to found Next.

Apple’s Strategy

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 Apple applies a SWOT analysis method to specifically analyse the strengths, weaknesses,
opportunities and threats confronting their business marketing. This includes the 4P principles of
product, pricing, place and promotion to analyse the company's present growth stage and market
competition. In terms of strength, Apple puts dedication into its product designs. Careful study
and extensive research is performed to help understand customer needs and market trends. Apple
continues to invest a substantial amount of money in research and development for future growth
and a competitive edge. For example, Apple spends $21.9 billion of its revenue in research and
development (R&D). Apple also has strength in terms of sustainability. This is possible through
Liam. Liam is an iPhone recycling robot that breaks down and dissects an iPhone. It strips them
all the way down. Most parts of the iPhone can be reused. These reusable parts are then
categorised and safely stored so they can be used for new manufacturing. In terms of weakness,
Apple’s products can be considered a luxury due to their premium prices. The products are
priced for middle and high income consumers. Low income consumers can’t afford Apple
products due to their premium pricing. Other than that, when a customer buys an apple product,
they enter the Apple universe. Apple’s products do not support other software or technologies
making them incompatible with other devices. Apple’s opportunities are consistent customer
growth. Apple has been dominating the technology sector for years now. They provide top
quality and cutting-edge technology that offers a breakthrough customer experience. Their
customer retention rate of 92% is phenomenal. Furthermore, Apple’s researchers, developers,
and product specialists are a team of highly qualified professionals that have years of experience
in branding consumer products. With the expansion of their team, Apple can continuously build
new opportunities. Last but not least, Apple’s threats. Appleis highly dependent on China for its
manufacturing and supply chain. The Coronavirus outbreak significantly affected and disrupted
its operations. In addition, about 18% of its $365 billion in revenue came from China. The
outbreak has significantly affected and may continue to disrupt Apple’s business in coming
years. While Apple’s AirTags are meant to help people find frequently misplaced items using
Bluetooth, the technology is also being used with malicious intent. There have been a lot of
instances where criminals have used AirTags to steal cars and worse, stalk people. Although
Apple as a brand solidified itself, it still faces threats from competitors. With the advancement in
technology, brands like Samsung, Huawei, and Google are giving Apple tough competition. As
the competition is getting stronger, Apple either has to introduce new technologies or revise its
pricing policy to stay ahead of its competition. Apple Inc.’s marketing mix (4P) results from the
alignment between the company’s marketing strategies and the condition of the global market.
The company’s marketing mix involves strategies and tactics pertaining to the implementation of
marketing plans to capture target customers in the information technology, consumer electronics,
digital content distribution, and online services industries. The focus of the marketing mix is on
the 4P variables, namely, product, place, promotion, and price. In this business case, the
marketing mix is specific to the technological nature of Apple’s business. For example, the
company’s 4Ps encompass multinational operations in the consumer electronics market and the
Internet services market, among other relevant markets.In its marketing mix, Apple’s strategic

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approach focuses on premium branding, capitalising on the premium brand while ensuring that
all of the 4P elements support the maintenance of a strong brand image.The technology and
internet services industry's outputs are determined by this component of the marketing mix.
Products and services that incorporate or fall under the category of information technology are
included in Apple's product mix. However, the business is still adding new items to its mix,
opening the door for non-IT products to be included in this 4P component. The primary product
categories for Apple Inc are iPhone, iPad, Mac, AppleCare, Wearables and Cloud services.

Apple’s Outcomes

Social impact

Apple successfully makes their customers happy with their products. Apple's targeted audience
which created Apple’s loyal customer. Despite premium pricing, it actually helps Apple to gain
more customers. People around the world recognized Apple’s product as one of the luxury
products and made them think Apple is the best in the world.

Economic Impact

Apple’s marketing saved a lot of paper usage. Digital marketing is way better than physical
brochure marketing and it saves a lot of cost. Digital marketing by Apple also needs less workers
which saves more cost to hire people.

Environment Impact

Digital marketing by Apple saved a lot of trees because they no longer use brochures to advertise
their product, Instead they used digital marketing. Saving more trees can save the world from
global warming that is going to affect all people around the world.

Discussion
Based on our research, The SWOT analysis is used by all five businesses in their marketing
strategy. This helps the businesses provide the essential products at the ideal time and location.
To satisfy the requirements and desires of society, these organisations offered a variety of needs.
Due to their differing views on what their products ought to be, each company has its own
priority while developing their products. They must also consider how they promote their goods
internationally. Due to their global operations, these businesses provide individuals with
employment opportunities, generating earnings for their workers and lowering global poverty. To
establish an eco-friendly environment in the corporate world, they would put their primary
attention on being green throughout the process.

These five businesses have consequently acknowledged the relevance of SDG in the
contemporary modern environment. To ensure that the world remains green, they improved their

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products to make them more environmentally friendly. To assure a reduction in the extraction of
raw materials, which has a significant negative impact on the environment, they employ
recyclable materials in the producing their product. The public is now aware of the significance
of the SDGs in leading a better and healthier lifestyle as a result of this relevance. Everyone now
has the freedom to select the products they desire based on their lifestyle and those that appeal to
them the most.

Conclusion
This case study leads to the conclusion that sustainable innovation is a focused system of
variations meant to enhance and realise world-class sustainable human lifestyles. Sustainable
innovation constantly aims to progress society and the economy without depleting the limited
common resources of the planet. Significant benefits are also provided to us all by it. A better
quality of life for both current and future generations is assured through the use of sustainable
solutions. By lowering soil, water, and air pollution, it lessens its negative environmental effects
and promotes long-term economic growth. In other words, if corporations do not actively
contribute to becoming sustainable, many species would not survive into the 21st century. Going
green has more benefits than drawbacks. For instance, eco-friendly products are much more
affordable. This would be one of the best marketing strategy that could both draw in customers
and increase sustainability in the planet. Being sustainable can lower corporate expenses,
enhance business reputation, and boost a company's bottom line. "The human-caused rate of
extinction of species of both plants and animals at present is hundreds of times higher than the
natural rate in the past," claims Environmental Sustainability. In that regard, we anticipate that
more companies will, going forward, treat this issue seriously.

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Appendices

Appendix A.

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Appendix B

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