BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC THĂNG LONG

TIỂU LUẬN MÔN

NHẬP MÔN MARKETING (EM315)
KẾ HOẠCH MARKETING CHO IPHONE 14 CỦA
TẬP ĐOÀN CÔNG NGHỆ APPLE

(Học kỳ III nhóm 1, năm học 2022- 2023)

STUDENTS: A38131_HOÀNG HUY

A38359_NGUYỄN ĐỨC HUY
CLASS: NHẬP MÔN MARKETING.1

HÀ NỘI – 2023

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 MỤC LỤC
I. Marketing situation analysis…………………………………………………….. 1
1. Macro environment factors……………………………………………………… 1
1.1. Economic environment………………………………………………………… 1
1.2. Socio-Cultural Environment…………………………………………………... 1
1.3. Technological Environment……………………………………………………. 1
1.4. Political & Legal Environment………………………………………………... 2
2. Micro Environmental factors……………………………………………………. 2
2.1. The Company………………………………………………………………….... 2
2.2. Competitors……………………………………………………………………... 3
2.3. Customer……………………………………………………………………….... 6
2.4. Marketing Intermediaries……………………………………………………… 7
2.5. General public…………………………………………………………………... 8
2.6. Suppliers……………………………………………………………………….... 9
II. Marketing status of iPhone 14…………………………………………………... 10
1. Market research…………………………………………………………………... 10
2. STP Marketing……………………………………………………………………. 10
2.1. Segmentation……………………………………………………………………. 10
2.2. Targeting……………………………………………………………………….... 12
2.3. Positioning……………………………………………………………………….. 12
3. 4Ps Marketing Mix………………………………………………………………... 13
3.1. Product…………………………………………………………………………... 13
3.2. Place…………………………………………………………………………….... 13
3.3. Promotion………………………………………………………………………... 14
3.4. Price…………………………………………………………………………….... 14
II. Marketing plan of iPhone 14…………………………………………………….. 15
3.1. Goal Setting…………………………………………………………………….... 15
3.2 SMART Goals……………………………………………………………………. 16
3.3. Marketing plan..………………………………………………………………… 16
Conclusion……………………………………………………………………………. 19
References……………………………………………………………………………. 20
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 INTRODUCTION
1.1 Overview of Apple Inc.
Apple Inc., previously known as Apple Computers Inc., was founded by Steve Jobs and
Stephen Wozniak in 1976. The company started with the manufacture of personal
computers and has made significant changes in the industry, making them one of the top
innovators in the industry. The company is headquartered in Cupertino, California,
United States. The company's product range now includes personal computers, mobile
phones, TVs, and tablets.
1.2 Overview of iPhone 14

iPhone 14 comes in 6.1 inches screen with a sophisticated design with impressive camera
upgrades and groundbreaking new safety capabilities. iPhone 14 takes stunning photos
and video with a powerful camera system featuring new Main and front TrueDepth
cameras, the Ultra Wide camera for unique perspectives, and Photonic Engine — an
enhanced image pipeline. With the A15 Bionic chip with a 5-core GPU, it offers
incredible performance and efficiency for demanding workloads, and is designed with
privacy and security built in. iPhone 14 introduces critical safety capabilities such as
Crash Detection and Emergency SOS via satellite, a first in the industry. And with
amazing battery life, industry-leading durability features, and super-fast 5G, this iPhone
is more advanced than ever before. iPhone 14 will be available in midnight, blue,
starlight, purple, and (PRODUCT)RED.

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2. Reason for doing this topic
Today, with the development of technology and science, technological equipment is more
and more advanced, modern and attracts the attention of customers. Among the
remarkable technology corporations in the world, apple has always been one of the
corporations with the most popular products by users, from quality to service.
Besides the quality of the product, the right strategies in marketing also help Apple win
the trust of customers and maintain its position.

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I. Marketing situation analysis
1. Macro environment factors
1.1. Economic Environment
Almost every economic element has an impact on how Apple Inc. operates. These might
include the state of the economy (boom, recession, etc.), credit conditions, inflation or
deflation, the stringency of interest rates, the unemployment rate, the stability of
exchange rates, the direction of the stock market, etc. All these elements have the
potential to have a favorable or negative impact on Apple's business. For instance, when
there was inflation in the United States of America, fewer people could afford to buy
things, which in turn led to a decline in Apple's product sales.
To make matters worse, the value of the US dollar had also dropped, thus Apple made the
decision to buy itself foreign money to lessen the impact of inflation. They will be able to
generate more money from foreign markets as a result.
1.2. Socio-Cultural Environment
The social elements that influence consumer tastes, priorities in life, income levels, and
brand perceptions have a significant impact on Apple's product sales. The brand image of
this company is highly known throughout the world. Apple benefits greatly from the
social environment since people view their products as representing modern living. For
those who want to use their iPhones for more than simply phone calls and emails, they
are considered as being very innovative and highly reliable, but they are also seen as
being quite pricey and having very limited software. Sadly, this makes individuals look
for products from rival companies that are more feature-rich or have lower prices.
1.3. Technological Environment
As the market leader in innovation, Apple is currently in the spotlight. Apple, however,
ignores the fact that technology may age relatively rapidly (and even overnight),
introducing fresh iterations of its products with comparatively little in the way of
hardware or software advancements over earlier iterations. They risk having other market
leaders usurp them if they don't keep introducing novel products. For instance, Google's

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open-source operating system, Android, has caused many Apple consumers to switch to
Android smartphones because of the lower costs, and in certain cases, like with the Sony
Xperia or the HTC One, those devices' hardware specifications significantly outstripped
those of the most recent iPhone model.
1.4. Political & Legal Environment
Apple is required to abide by all rules and regulations for any firm with whom they
transact, including tranquil rules and regulations, tax rates, tariffs, etc. Apple may find it
challenging to market and sell their products, and in extreme circumstances, their
products may even be outright banned, if they fail to keep an eye on the evolving
government behaviors and patterns.
Apple must also make sure that neither their own products nor those of rivals violate any
copyrights. Apple and Samsung have frequently engaged in legal scuffles over
trademarked concepts, names, or works, such as the circular launch buttons on Apple's
home screen.
2. Microenvironment factors
2.1 The Company
Apple is primarily a hierarchical company. Every strategic choice had to go through Jobs
in the past. But when Cook came over, he instituted a more cooperative strategy between
management and staff.
Apple employs several senior vice presidents to meet business needs in the context of
functional units. Senior vice presidents for international marketing, design, finance, and
retail are just a few examples. Although this level of management must report to the
CEO, they now have more freedom than they did when Jobs was in charge.
A functional organization is uncommon in a business the size of Apple and is better suited
to the holistic culture of a small start-up. However, this strategy makes sure that the heads
of the various product divisions do not compete for resources. Furthermore, it allows
Apple to neglect short-term financial targets when developing resource-intensive
products.
The HR strategies of Apple always seem to hire a diverse, independent, talented
employee who doesn’t need direction. Apple follows nonegalitarian methods which
suggests Apple fills 95% of the roles that are critical to business success through A

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quality (Vozz, 2017). By knowing the importance of full-time work execution, Apple has
developed a broad and focused advantages bundle for its corporate representatives with
self-awareness programs. This imprints Apple’s willingness to be the best tech company
in the world, by allowing great ideas for the company.
Apple’s most of employees are provided with training once they joined the company. It
has made no expense policy that inspires employees to perform better than the rest. Apple
reinforces employees to build self-reliance and skills on their own which periodically
emerges as a big addition to the company. In accordance with assignment help experts,
Agility is one of the other factors that work behind the grasping the real talent. The
company makes sure employees prepare themselves not only physically but also mentally
to jump over from one bigger project to another. The entire team members are competing
to innovate something big and highly advantageous that makes them self-efficient.
2.2 Competitors
Product’s names Characteristics Price Targeted
customer
Google Pixel 6 Pro Refresh rate: 10-120Hz $699 – $900 Everyone
CPU: Tensor
Android version: 12
Display: 6.71-inch OLED (3120
x 1440) (f/2.2) ultrawide, 48MP
(f/3.5) telephoto with 4x optical
zoom
Front camera: 11MP (f/2.2)
RAM: 12GB
Storage: 128GB, 256GB,
512GB
Rear cameras: 50MP (f/1.85)
main, 12MP
Size: 6.5 x 3.0 x 0.4 inches
Weight: 7.4 ounces
Battery life (hrs:min): 7:49

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 (Adaptive) / 7:55 (60Hz)
Video: Up to 4K 60 fps
(HDRnet)
Battery: 5,000 mAh
Charging: 23W wired (charger
not included), 23W wireless
(Pixel Stand), 12W Qi
Colours: Stormy Black, Cloudy
White, Sorta Sunny

OnePlus 10 Pro Display: 6.7-inch AMOLED $699 – $899 Everyone

(3216 x 1440)
Refresh rate: 1-120Hz
Android version: 12, OxygenOS
12.1
Storage / Expandable: 128GB,
256GB / No
Rear cameras: 48MP (f/1.8)
main, 50MP
CPU: Snapdragon 8 Gen 1
RAM: 8GB, 12GB
Front camera: 32MP (f/2.2)
Battery life (Hrs:Mins): 11:52
(120Hz), 12:39 (60Hz)
Weight: 7 ounces
Colours: Volcanic Black,
Emerald Forest
Video: Up to 8K 30 fps, 4K 120
fps, 1080p 240 fps (f/2.2)
ultrawide, 8MP (f/2.4) 3.3x

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 telephoto
Battery: 5,000 mAh
Size: 6.42 x 2.91 x 0.34 inches

The Ultra Samsung RAM: 8GB, 12GB $890 – Everyone

Galaxy S22 Android version: 12, One UI $1,199
4.1
Display: 6.8-inch Dynamic
AMOLED (3088 x 1440)
Rear cameras: 108MP (f/2.2)
main, 12MP (f/2.2) ultrawide,
10MP (f/2.4) 10x telephoto,
10MP (f/2.4) 3x telephoto
Front camera: 40MP (f/2.2)
Refresh rate: 1-120Hz
CPU: Snapdragon 8 Gen 1 (US),
Exynos 2200 (UK)
Colours: Phantom Black,
Phantom White, Burgundy,
Green
Storage / Expandable: 128GB,
256GB, 512GB, 1TB / No
Size: 6.43 x 3.07 x 0.35 inches
Weight: 8 ounces
Battery: 5,000 mAh
Battery life (Hrs:Mins): 8:50
(adaptive), 10:18 (60Hz)
2.3 Customer
To understand its key strategies for marketing Apple products, let's first understand what
Apple's target audience is like. Apple's target audience consists of middle-class and

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upper-class users who can pay higher for products that provide them with an incredible
user experience. This means that these users have a higher disposable income and are
willing to pay more for as high-priced products as Apple's.
Let's look at Apple's target audience with this comprehensive analysis sourced from
Business Research Methodology's report on Apple Segmentation:

Particular Apple Target Audience

Areas Urban

Gender All

Age 20-45

Life phase Bachelors to Married both

Earnings High

Working professionals, managers &

Jobs
executive level workers
Besides this primary classification, Apple also explicitly targets professionals working in
specialized software like music, video, photography, and all kinds of design careers.
These working professionals prefer Adobe’s Final Cut, Photoshop and related editing
software which work well with Macbooks and iPads than other operating systems.

Even better, business professionals prefer Apple products such as iPods and Macbooks
for their day-to-day work. Products like iPads and Macbooks are lighter and portable, so
they are often selected by students (upper-class), educational institutions and teaching.
2.4 Marketing Intermediaries

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One of the top technology firms in the world, Apple produces everything from earbuds to
laptops to smartphones. They've built a complete ecosystem that connects all of their
goods and services. Despite having 510 physical locations across the world, Apple also
makes its products available through third parties and carriers. Through worldwide direct
and indirect distribution channels, Apple can produce enormous volumes of sales.
Apple creates many of its products in California, but the remainder is manufactured all
over the world. Apple must collaborate with numerous manufacturers all around the
world since its devices have a lot of intricate components and it would be challenging for
one company to build them all. Foxconn and Pegatron, two major assemblers in China,
receive components created by experts in each part from all over the world and assemble
them into the finished product. Due to China's lower cost of living and labor, this
significantly lowers Apple's cost of goods. The products are subsequently distributed
through various channels to people all around the world.

Both Apple's physical stores and its online store are part of their direct distribution
method. Apple's physical storefronts give them the ability to effectively manage their
brand's perception among consumers. Every one of their locations has a similar, crisp
white aesthetic and a high employee-to-customer ratio. As a result of seeing the same
design everywhere, consumers develop a very strong brand image. Additionally, they
frequently open their businesses in busy areas to maximize visibility. Apple sells straight

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through its website as well. Their website is available in a wide variety of languages and
may be accessed from anywhere in the world.
Nevertheless, despite all of Apple's efforts, a sizable portion of its sales and income
comes via channels of indirect distribution. According to Apple's 2018 financial report,
71% of its net sales came from indirect channels, while only 29% came from direct
channels. Apple goods are available for purchase from carriers and independent retailers.
This includes discount- and convenience-oriented retailers like BestBuy, Walmart, and
Target. Apple sells its products through independent businesses and cultivates a positive
brand image through its physical locations.
2.5 General public
Government public
One of the main factors contributing to Apple's success is technologies that the US
government helped develop. Lithium batteries and liquid crystal displays, two
components of Apple devices like the iPhone and iPad, were developed with public
funding.
Media public
No need to advertise, the media has also raced to exploit news about new Apple products.
Newspapers and social media try to exploit information about the new iPhone. Although
Apple has not revealed any information about the product, the rumors from the media
have made any upcoming iPhone a "super product". Apple gives users a feeling of "slow,
no turn" (scarcity marketing) and a "follow-up" mentality (social proof) for customers.
Besides, TV shows, movies or music videos of singers still prefer to use Apple products.
Because in the hands of the stars is always a new iPhone plus a distinctive ring that
makes it easy for consumers to identify. In general, Apple is always free to advertise
without having to beg for any party! So, it is undeniable that Apple is a master of word-
of-mouth marketing strategy.
Mass public
“Word of Mouth” is a traditional approach that has been handled with great success by
Apple. The free experience for users is also focused on by the company, because
according to research from Nielsen, consumer trust in Marketing shows:
- 92% of consumers trust recommendations from friends and family members

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- 70% of consumers trust from other consumers who have used the product
For this reason, by giving customers a product experience before buying, the company
has proven that its products are the best and enough to satisfy customers. The truths about
"perfectionism" is perfectly incorporated into Apple's international business strategy by
Apple.
Local public
The local community provides Apple with many employees.
2.6 Suppliers
Apple (AAPL) is one of the most valuable companies in the U.S. with a market cap of
over $2.75 trillion as of March 2022. A big part of its success has come from its ability to
be a true innovator in personal technology. Millions of customers are willing to pay top
dollars for the quality, design, and features of Apple devices, making products like the
iPhone, iPad, Mac, iPod, and Apple Watch top sellers.
To achieve this greatness though, Apple doesn't depend on its own manufacturing alone.
It has over 200 suppliers that it relies on for procuring components for assembly.
Apple puts a great deal of effort into the monitoring of its suppliers. Relationships that
help to make the tech giant a manager of one of the most efficient supply-chain
management systems on the market right now. Each year it releases a progress report
outlining its supplier relationship efforts as well as a list of its top 200 suppliers, which
account for 98% of its procurement.
Below discusses nine of the most prominent:
Taiwan
1 Hon Hai Precision Industry: Foxconn (HNHPF)
2 Wistron
3 Pegatron
China
4 Goertek
5 Luxshare
United States
6 Qualcomm (QCOMM)

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7 Intel (INTC)
Other Countries
8 Murata Manufacturing Ltd. (MRAAY)
9 Samsung
II. Marketing status of iPhone 14
1. Market research
Apple does market research to understand the requirements of its customers and to obtain
their opinions of the goods. This aids in preserving a positive working connection
between the client and the business. Understanding client wants, competitive needs, and
the market environment are crucial for the organization's successful operation. Customers
provide input to Apple so that it may better serve them by introducing new products or
updating iOS. If the company had not considered client input, it might have suffered.
Regular client feedback is a crucial component of marketing research and can prevent the
business from suffering significant losses. Understanding the rivals is crucial because
Apple competes with well-known names like Samsung. Both businesses closely monitor
one another, from examining sales to monitoring the introduction of new products. They
make a concerted effort to outdo one another in their rivalry to the point that they both
introduce the same kind of products at nearly the same price points.
=> Apple is doing well in listening to customers' opinions, thereby improving the quality
of future product lines.

2. STP Marketing
2.1 Segmentation
Demographic Segmentation
People between the ages of 18 and 45 make up Apple's client base. Either they are
childless, married but without children, or married but with young children or teenagers.
Around 66% of Apple's target market is female, compared to 34% of male buyers.
There are fewer seniors or retirees among Apple's core clientele. The brand is most well-
liked by millennials, then Gen X.
Geographic Segmentation

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The Americas account for the largest portion of Apple's global market share, with net
sales in Q3 2022 of slightly over $37 billion. Apple has by far the largest market share
among smartphone manufacturers in the US. More than half of MacBook users in the US
come from small towns and rural areas.
Europe and Greater China are also significant Apple target markets, although being
smaller than America.
Behavioral Segmentation
The iPhone is strongly preferred by the Apple client base, who are devoted users. As a
result, sales of iPhones have consistently increased. 44.6 million iPhones were shipped
globally in Q1 2022.
Strong brand loyalty to Apple's App Store is also revealed by a consumer analysis of the
company. Consumers spent about $85 billion on in-app purchases and app subscriptions
in 2021. However, most of the apps that the Apple target market downloads are free. Over
96% of the apps in the App Store would be free by the end of 2021. Over 58,000 of the
paid apps have a purchasing price of less than $1.
The most popular category for iOS users is gaming, which makes up 13.5% of all apps in
the App Store. Business apps come in second place with 10.2%.
Psychographic Segmentation
Customers of Apple are often financially secure and do not take many risks. They
appreciate how secure and high-quality the Apple brand is, as well as how comfortable it
is. 20% of iPhone and iPad owners agree that switching ecosystems would be more
difficult than switching banks. Additionally, they are devoted: about 85% of iPhone users
intend to purchase another one.

A customer profile for Apple shows traits such as "aspirer," "succeeder," or "explorer."
Because of their improved financial standing, they can buy and enjoy life's comforts.
Apple customers spend an average of $117 a month on clothing and $83 a month on
makeup, compared to $62 and $40 for Android users, respectively.
Subscribers to Apple TV+ are consistent if not obsessive users of the streaming platform.
In 2021, around 13% watched Apple TV+ every day, while 25% watched several times a

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week. This contrasts with Netflix viewers who spend an average 3.2 hours watching
Netflix every day.
2.2 Targeting
The most desirable market categories for the company are identified as part of Apple's
marketing tactics. This stage entails deciding which specific target audiences Apple will
market its products to based on the segmentation process. The business markets its brand
as a premium supplier of goods and services with top-notch and cutting-edge features and
functionalities.
Rich people who are willing to pay more on technological goods and services with
cutting-edge features are among Apple's target market. After years of analysis, it has
become clear that the majority of Apple's customers value quality, performance, and
design of tech products and services over pricing.
2.3 Positioning
Every marketing strategy's positioning strategy is essential to building a brand's
reputation among consumers. The performance of the company can be significantly
impacted by a realistic and carefully considered positioning plan. Depending on the
industry, company time, size, and products, businesses choose to focus and highlight
different elements when choosing their brand's positioning.
The technology sector is expanding quickly and continually changing, which is why new
goods with cutting-edge features and technical improvements are always being released.
Most of the players in this market frequently look up to Apple, its new innovations, and
its goods because it is one of the leading companies in this field.
Every marketing strategy's positioning strategy is essential to building a brand's
reputation among consumers. The performance of the company can be significantly
impacted by a realistic and carefully considered positioning plan. Depending on the
industry, company time, size, and products, businesses choose to focus on and highlight
different elements when choosing their brand's positioning.
The technology sector is expanding quickly and continually changing, which is why new
goods with cutting-edge features and technical improvements are always being released.
The majority of the players in this market frequently look up to Apple, its new
innovations, and its goods because it is one of the leading companies in this field.
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3. 4Ps Marketing Mix
The Marketing Mix Strategy of Apple Inc. is the result of the alignment between the
company's marketing strategies and the conditions of the global market. The focus of the
strategy is the 4P model, namely Product, Place, Promotion and Price. In the Marketing
Mix strategy, Apple's approach focuses on building a premium brand and ensuring that all
4P elements support maintaining the brand image.
3.1 Product
This element of the strategy defines the output of the online services and technology
business. Apple's product portfolio includes related goods and services. Besides iPhone
14, Apple Inc's main product lines also include:
 iPhone
 Mac
 iPad
 Wearables, HomeKit and Accessories
 Advertising service
 Cloud Computing Service
 Digital Content
 Payment Service
 Apple Care Service and Warranty
3.2 Place
The 4P Place element of Apple's marketing strategy involves choosing the right place to
distribute iPhone 14. The following places are included in the distribution strategy of
Apple's marketing mix:
 Apple stores
 Online stores
 Wholesalers
 Retailers
 Third-party cellular network providers
 Value-added resellers
3.3 Promotion
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This factor determines the communication tactics the company uses to reach its target
customers. iPhone 14 is promoted through various media channels and parties. To address
this 4P, the company emphasizes the brand image and premium quality of its consumer
electronics and related products. Communication tactics in Apple's Marketing Mix
strategy include:
 Advertising
 Personal Selling
 Promotion
 Public Relations
Although promotions are mentioned as part of Apple's home communication strategy, in
reality, the company often offers preferential pricing policies.
3.4 Price
This factor relates to the pricing and pricing strategies of the company's consumer
electronics, online services, and related products. Apple typically applies three pricing
strategies:
 Premium pricing strategy: Premium product pricing strategy. This is the pricing
strategy often seen in Apple products when their prices are always very high.
 Value-based pricing strategy: With this strategy, products are sold at a price that
customers believe the price is right for the value of the product.
 Customer psychology pricing strategy: This strategy targets human psychology,
thereby boosting sales of the business.

III. Marketing plan of iPhone 14 (9/2023 to 9/2024)

1. Goal Setting
iPhone 14's target customer is Male, aged 25-35 (adult age group), with income from
group A or above, who likes to experience new things, especially new technology. They
are always at the forefront, "catching waves" with the latest advanced technologies,
always trying to experience new technology as soon as possible.

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Apple's target audience can be described as follows:
Demographic:
 Gender: Apple's target customers are mainly Male.
 Geographic location: Apple's target customers mainly live in developed countries
such as the United States, Japan, Australia, Korea, China, etc.
 Age: Apple's target customers are concentrated in the Mature group (25-35 years
old).
 Income: Apple's target customers are mainly people in Group A (VND 15 – 150
million or more).
 Family Life Cycle: Apple's target customers are mainly young singles; Young
married without children; and married with independent children.
 Education: Apple's target customers are concentrated in the College group;
University; Post-graduate.
Attitude: Apple's target customers love to try new things, especially new technologies.
Live behavior: Apple's target customers are always at the forefront, "catching up" with
the latest advanced technologies, always trying to experience new technology as soon as
possible.
Shopping behavior:
 Where to shop: iPhone 14's target customers mainly shop through Apple Stores
and authorized Apple stores globally.
 Shopping Occasions: iPhone 14's target customers mostly buy when new Apple
products are launched.
Psychology: iPhone 14's target customers focus on 2 groups of people: Focused,
Competent, Controlled and Confident, assertive, straightforward.
2. SMART Goals
SMART targets will be set with Apple's business objectives in mind to increase
productivity and provide more cutting-edge, user-friendly technology for their customers.
These objectives will guide Apple's social media marketing team in aligning within the
confines of the most recent 2022 product launches of the iPhone 14 series and extending
to other goods with the most cutting-edge technology.

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Specific: Boost iPhone 14 purchases by at least 5% compared to the last term (9/2022 –
9/2023) by increasing user traffic to Apple's website through social media posts and
marketing. Grow leads 5% by the next product launch.
Measurable: To find specific data points to evaluate, track the appropriate KPIs listed
below, such as conversion rates, hashtag usage, customer happiness and loyalty, and
competitive advantages/disadvantages.
Achievable: Use social media to point customers toward announcements of changes and
new releases. Offer online purchases as an alternative to in-store purchases by providing
free contactless delivery and Apple support.
Realistic: Apple may carry on with its regularly planned product sales to both current
and potential customers by establishing a goal to raise social media participation and
monitoring KPIs by at least 5%. Maintaining brand visibility will need consistent use of
social media to highlight and promote technological features of new goods.
Time based: Tracking SMART goals and KPIs over one period will enable immediate
feedback and insight on the new iPhone 14 models, which were just released. In the
future years, Apple will advance with the recently unveiled A15 Bionic processor chip
thanks to the data gathered. During this period, any required software or product changes
can be taken into account and correctly handled.
3. Marketing plan
Marketing strategy of iPhone 14 as well as its previous marketing strategies. However, in
the iPhone 14 product, there is a difference that focuses on upgrading instead of
following new technologies. Upgrading the previous old features of iPhone 13 to have a
completely better version 14.

Action 1: Free Experience

 Reason: Providing customers with a free trial mode will help them have an easier
time accessing the product. A good user experience helps Apple retain long-term
customers, create trust, and add value to their brand. Therefore, focusing on user
experience is an important strategy in Apple's marketing.
 Objective: to increase the number of customers accessing the product.
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  Time: 9/2023 – 9/2024
 Target audience: Technology enthusiasts, local people
Action 2: Black Friday discounts
 Discount 20-30% depending on products.
 Reason: Customers' demand for shopping in the last days of the year increases.
 Objective: To stimulate demand for consumers to shop more on preparing their
homes for Christmas and preparing for the new year.
 Time: 25/11/2023-28/11/2023
 Target audience: Customers who like promotion.
 Form: Poster, online advertising (on YouTube, Facebook, TikTok…)
 Budget: 500000$ for advertising, 100000$ for promotion
Action 3: Christmas Promotion
 Buy 1 combo iPhone 14 + Airpod Pro 2, Get 1 20W Apple Charger
 Reason: Customers' demand for shopping in the last days of the year increases.
 Objective: To stimulate demand for consumers to shop more on preparing their
homes for Christmas and preparing for the new year.
 Time: 20/12/2023 – 31/12/2023
 Target audience: Customers who like promotion.
 Form: Poster, online advertising (on YouTube, Facebook, TikTok…)
 Budget: 1200000$ for advertising, 100000$ for promotion
Action 4: Membership
 Rank up for each milestone amount of money spent on Apple products.
 Bronze Member: Spent 1000$ in total to get 1 free 20W Apple Charger
 Silver Member: Spent 3000$ in total to get 1 free Airpod 2
 Gold Member: Spent 6000$ in total to get 1 free Airpod Pro 2 or Apple Watch
Series 5.
 Platinum Member: Spent 10000$ in total to get 1 free iPhone 14 or Apple Watch
Series 8.
 Diamond Member: Spent 20000$ in total to get free MacBook Pro M2 2023.
 Reason:
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  Objective: To increase number of loyal customers
 Target audience: Loyal Apple customers.
 Time: Operates since 9/2023
 Form: Poster, online advertising (on YouTube, Facebook, TikTok…)
 Budget: Depends on number of members, forecasts 5000000$ in 3 years after
operating this program.

CONCLUSION

Apple follows the most recent marketing trends. The business has always used
stunning marketing strategies to convey itself, not just via the messaging, colors,
and imagery but also through the entire offline and online experience.

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Apple introduced a comprehensive online interactive experience for each new
device to raise awareness and improve user experience. You may have be aware
that interactive content is one of the newest content types that achieves outstanding
results by boosting engagement, facilitating easier access to information, and
improving the likelihood of conversions.
The use of interactive experiences in Apple's marketing efforts enhances their
beauty and value. They are able to demonstrate all the advantages that their
products offer while also developing a compelling story that draws users in and
encourages them to purchase the item.

REFERENCES

I. Marketing situation analysis

1.Macroenvironment factors

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Apple Inc. and the Macro Environment Free Essay Example
(studymoose.com)
2. Microenvironment factors
A Case Study on Apple Marketing Strategy | Simplilearn
Three Android Phones that can compete with the iPhone 14 Pro Max |
TechCabal
Apple’s Global Distribution Channels - Global Marketing Professor
Apple's Supply Chain: The 9 Major Companies (investopedia.com)
II. Marketing status of iPhone 14
Apple Segmentation, Targeting, and Positioning | EdrawMind
Chiến lược Marketing của Apple - "Bậc thầy" tiếp thị - JobsGO Blog
Apple Marketing Mix (4Ps) Analysis | EdrawMind
III. Marketing plan of iPhone 14
Khách hàng mục tiêu của Apple | Brade Mar
lisa-romero.medium.com