INTERNATIONAL MARKET RESEARCH PROJECT

COMPANY NAME : APPLE INC.

GROUP : A1
MEMBERS:
- Ritzlynd
- Komal
- Aparna Yadav
- Harpreet

I. INDUSTRY BACKGROUND

Apple Inc. is a player in the fast-paced and constantly developing Consumer Electronics
and Technology Sector. Rapid innovation, intense competition, and a global presence define this
sector. Technology has become a pillar of the world economy due to the transformative changes
it has sparked over the past few decades.

Smartphones, computers, tablets, wearable technology, digital services, and software

development are some major industry segments. With its iconic products like the iPhone, Mac,
iPad, Apple Watch, and a wide range of software programmes, Apple has become a dominant
force in the market.

Due to rising consumer demand for cutting-edge, connected devices, the industry has
seen significant growth in global sales. Competition between powerful rivals for market share
drives innovation and product differentiation. Consumer preferences, such as a preference for
slick design and user-friendly interfaces, influence the market environment.

The importance of digital ecosystems and services has also increased, with Apple
providing a wide range of services like the App Store, iCloud, Apple Music, and more. As the
sector transitions to greener practices and focuses on minimizing electronic waste, sustainability
and environmental responsibility also play a crucial role. Therefore, where Apple Inc. prospers,
the consumer electronics and technology sector continues to be a vital and dynamic force that
influences how we live, work, and communicate in the contemporary world.

A. INDUSTRY SALES FOR THE PAST 5 YEARS

Market revenue for consumer electronics from 2018 to 2028 (GLOBALLY)

 The revenue in the global market for consumer electronics from 2018 to 2028,
expressed in billions of dollars, is shown in the line graph below.

Figure 1.1 [Alda, M.(2023, October 7th)]

The graph shows a consistent rise in global consumer electronics market revenue over
the five-year period from 2018 to 2022. The market's $919 billion in revenue in 2018 served as
the trend's tipping point. It increased gradually over the following years, reaching $952 billion in
2019 and $960 billion in 2020. The revenue increased by the most amount—$1033 billion—in
2021, a year in which consumer electronics sales significantly increased. Although there was a
slight decline in revenue in 2022, the market still generated

Market revenue for consumer electronics from 2017 to 2022 (USA)

 Figure 1.2

The market brought in 334 million USD in 2018 and the year 2019 saw a rise in market
revenue to 381 million USD. It increased significantly in 2020, reaching 481 million USD. The
COVID-19 pandemic caused the biggest growth, a 26.2% increase, in 2020 as people
established home offices and bought electronics for remote work. Telephony-related products,
such as phones and communication devices, are anticipated to perform the best, accounting for
$155 billion, or 25.7%, of the total industry revenue. With an average annual growth rate of
14.9% between 2018 and 2023, the consumer electronics market has been expanding steadily.

B. MARKET SHARES OF MAJOR COMPETITORS FOR THE PAST 5 YEARS

(GLOBALLY)

Several significant players stand out with varying market share trends in the highly competitive consumer
electronics market. Samsung consistently holds the top position; its share started at 20% in Q3 2021 and
increased to 23% in Q1 2022 before stabilizing between 20 and 22% in subsequent quarters. Apple's
market share, meanwhile, shows a rollercoaster ride, rising from 14% in Q3 2021 to a significant 23% in
Q4 2022, presumably due to new product launches. But Apple then began to gradually lose ground,
finally settling at a 17% share by Q2 2023. In contrast, Xiaomi stays the course, with its market share
holding steady at 12–13% over the past two years, indicating a steadfast and devoted customer base.

With an initial market share of 11% in Q3 2021 and only a few blips over the course of the observation
period, OPPO has maintained a largely stable presence. As opposed to this, vivo experienced a modest
increase from 10% in Q3 2021 to 9% in Q2 2022 before reverting to 8% by Q2 2023. The "Others"
category, which includes a variety of smaller brands and regional competitors within the broad consumer
electronics sector, finally emerges as a significant player, collectively claiming a sizable market share
ranging from 29% to 33%.
The market size in the United States in 2022 for a specific industry or sector was $1.16 trillion.
This sum represents the total economic output for that sector of the economy for the given year.
In 2029, the same industry's market in the United States had increased significantly to $1.99
trillion. This suggests that over the course of seven years, the industry has experienced
significant growth and expansion. This image most likely includes regional analysis, illustrating
how the market was split up among the various US regions. Additionally, it might highlight
significant individuals or businesses that dominated the sector in 2022, providing a more
thorough understanding of the dynamics of the market at that time.

C. GROWTH RATE OF THE MARKET FOR THE PAST 5 YEARS

GROWTH RATE OF THE MARKET (GLOBALLY)

 Figure 1.3

The rate of global market growth over the previous five years reveals some intriguing
trends. The market started at a comparatively slow 0.9% annual rate in 2018. The growth rate
did, however, noticeably increase in 2019 and reach 2.7%. This might point to a slight speeding
up of market expansion. With a significant growth rate of 20.6%, 2020 stands out as a
remarkable year for market growth. This significant increase is probably due to a number of
things, including technological developments, modifications in consumer behaviour (possibly
brought on by the COVID-19 pandemic), and increased demand for specific goods and
services. Despite dropping to 3.7% in 2022, the growth rate was still positive. The market's
capacity to adjust and react to shifting conditions and consumer preferences is evident in the
market's higher growth rates in 2020 and 2021.

GROWTH RATE OF THE MARKET (USA)

 Fig 1.4

The U.S. consumer electronics industry is now a significant player in the retail market
with a wide selection of products to meet the needs of different consumer groups. Within the
landscape of consumer electronics in the United States, the adaptability of home entertainment
has become a deciding factor. Technology advancements and a rising preference for leisure
activities carried out in one's own home are major contributors to this steady growth trajectory.
The COVID-19 pandemic also had a significant impact on consumer behaviour, with Americans
shifting more of their spending towards indoor entertainment than towards outdoor activities.
This shift persisted even after the pandemic.

Yearly Growth Rates in the U.S. Consumer Electronics Market:

2017: 1.5%
2018: 6.0%
2019: 2.2%
2020: -2.2%
2021: 4.3%

By 2031, it's anticipated that the U.S. will account for a sizable portion of the $1 trillion
global consumer electronics market.

Several significant trends and developments have shaped this industry over the last five years
on a global and regional level, particularly in the USA.

Industry trends worldwide:

Industry Sales: Over the past five years, sales in the global consumer technology market have
risen significantly. This expansion has generated significant revenue due to technological
developments, improved connectivity, and a rising middle-class population.

Market Shares: Prominent rivals have persisted in fighting it out for supremacy in the global
consumer technology market. Competition and innovation have been sparked by businesses
like Apple, Samsung, Amazon, and Google consistently vying for leadership positions.

Growth Rate: The global consumer technology market continues to grow at an impressive clip.
This growth has been fuelled by technological developments like 5G, artificial intelligence, the
Internet of Things (IoT), and smart devices, which have changed how consumers interact with
technology and increased adoption.

In conclusion, the consumer technology sector continues to be dynamic, characterized by

steady sales growth, fierce competition among key players, and quick technological
advancements. The industry has been and will continue to be a major influence on how we live,
work, and interact with the world around us as it innovates and adapts to shifting consumer
preferences and global challenges.

II. COMPANY BACKGROUND

A. BACKGROUND & DESCRIPTION:

On April 1, 1976, in Cupertino, California, Jobs, Woz and Ronald Wayne set up Apple
Inc. The first Apple product was a single board computer called the Apple I which had been
designed by Steve Wozniak and sold in kit form. That breakthrough occurred in 1977 when
Apple II, which was one of the first personal computers to achieve significant success, had been
introduced.

Key Milestones:

1. iPod (2001): Apple entered the consumer electronics market with the iPod, transforming
the music industry.
2. iPhone (2007): The iPhone revolutionized smartphones, combining communication,
music, and computing in a single device.
3. iPad (2010): The iPad introduced a new category of tablets, further expanding Apple's
product line.

Design Philosophy:
 Apple is renowned for its minimalist and sleek design philosophy. The company
prioritizes a seamless integration of hardware and software for a user-friendly experience.

Software and Services:

Apple's software ecosystem includes the iOS and macOS operating systems. The App
Store offers a vast array of third-party applications for Apple devices. Services like iCloud, Apple
Music, Apple TV, Apple Arcade, and Apple News+ contribute to the company's revenue.

Ecosystem and User Loyalty:

The Apple ecosystem encourages users to integrate multiple Apple devices seamlessly.
Users often become part of the Apple ecosystem, fostering brand loyalty.

Corporate Social Responsibility:

Apple has made commitments to environmental sustainability and uses renewable

energy in its facilities. The company has initiatives to improve working conditions in its supply
chain.

B. Below chart and graph demonstrates the Sales of Apple from 2018 to 2022
(Global and USA)

SALES

Years Global USA

2018 217.7 74.8

2019 187.2 65.7

2020 196.9 73.3

2021 242 84.3

2022 232.2 99.8

Global sales decreased by approximately $30M to $187.2M in 2019 as compared to 2018 and

then eventually recovered with the highest amount of global sales at $242M in 2021. Sales in

the USA also fell from $74.8M to $65.7M in 2019 as compared to previous year. The highest

sales of USA in 5 years being $99.8M in 2022.

C. Below chart and graph depicts the Growth Rate of Apple from 2018 to 2022
(Global and USA)

Growth Rate

Global USA
Years

2018 265.5 112

2019 260.1 116.9

2020 274.5 124.5

2021 365.8 153.3

2022 394.3 169.6

Apple has seen growth in its revenue each year globally and within the USA since 2018. Apple's

annual revenue globally for 2022 was $394.3 billion, a 48.51 percent increase from 2018 while

annual revenue for the USA for 2022 was $169.6 billion, a 51.42 percent increase from 2018.

BUYING HABITS OF CONSUMER ::

Apple consumers generally have certain buying habits that distinguish them from other

consumers. Here are some buying habits commonly associated with Apple consumers:

1. Brand Loyalty: Apple consumers are known for their strong brand loyalty. They tend to

stick to Apple products and are willing to pay a premium for the Apple brand.

2. Early Adoption: Apple consumers often like to be among the first to own the latest

Apple products. They get excited about new releases and are willing to upgrade.

3. Ecosystem Integration: Apple consumers enjoy the seamless integration among

various Apple devices, such as iPhones, MacBooks, Apple Watches, and iPads. They

prefer to create an ecosystem of Apple products that work seamlessly together.

 4. Ease of Use: Apple consumers appreciate the user-friendly interface and intuitive

operating system of Apple devices. They value simplicity and a positive user experience.

5. Quality and Reliability: Apple consumers have confidence in the quality and reliability

of Apple products. They believe that Apple offers superior performance and durability

compared to other brands.

6. Value for Money: While Apple products tend to be more expensive than their

competitors, Apple consumers often believe that they provide value for money due to the

quality, longevity, and performance they offer.

7. Purchase Experience: Apple consumers often enjoy the experience of buying an Apple

product. They appreciate the customer service, well-designed retail stores, and

after-sales support offered by Apple.

COMPETITORS OF APPLE INC. :

Apple Inc. faces competition from several different companies in various industries. Here

are some of the main competitors of Apple Inc. in different sectors:

1. Samsung: Samsung is one of the biggest competitors of Apple in the smartphone

industry. Both companies compete fiercely for market share and often release

competing products with similar features.

2. Google: There are multiple areas where Google is competing, in particular with

Apple's products such as the Nexus line of phones and software that runs on

android or cloud computing services like Google Drive.

3. Microsoft: it's competing with Apple on the computer hardware and software market.

In contrast to Apple's primary focus on consumer goods, Microsoft offers a broad

range of software and hardware solutions for both consumers and businesses.
 4. Amazon: Amazon competes with Apple in various areas, such as smart home

devices with its Echo lineup, streaming services with Prime Video, and e-books

with Kindle.

5. Huawei: Huawei is a major competitor of Apple in the smartphone market, especially

in countries like China. It offers high-quality devices with advanced features and

competes aggressively for market share.

6. Dell: In the computer and laptop market it is competing with Apple, focusing on both

consumers and businesses. Dell is offering a whole range of products with

different options for various customizations, to meet your needs.

7. Sony: Sony competes with Apple in various areas, including consumer electronics,

gaming consoles, and entertainment. Both companies have their own

ecosystems of products and services.

8. Spotify: Spotify competes with Apple in the music streaming industry. It offers a vast

library of music and has a larger user base compared to Apple Music, although

Apple Music has the advantage of integration with Apple devices.

APPLE’S MARKETING CAPABILITIES:

Apple's marketing capabilities are one of its major strengths and have played a crucial role in
making the company one of the most valuable brands in the world. Here are some key aspects
of Apple's marketing capabilities:

1. Branding: Apple has created a powerful and iconic brand image through its marketing
efforts. In order to differentiate themselves on the competitive market, Apple's name has been
synonymous with innovation, quality and design.

2. Partnerships and Collaborations: In order to extend its reach and improve its marketing
capability, Apple has developed partnerships with a number of companies. Partnerships with
Nike to make Apple Watch compatible with CarPlay and car manufacturers are examples of
such partnerships.
3. Design a Better Customer Experience: There are many fans of Apple who make videos in
which they unwrap their new products. It’s true. It's called unboxing. Why is this happening?
Because Apple has introduced a customer experience that is much more than merely
purchasing in a retail store. Since their target market does it for them, they do not need to
manage a large part of the content marketing.

4. Aim at Prospects Emotions: Successful marketing strategies are based on emotional

connections. And that is what makes certain stories, videos, and memes so popular. A
famous experiment has shown that content aroused by theriacl emotion is likely to be
shared and does not elicit any emotional response at all. Typical examples of arousing
emotions include joy, awe, amusement and fear.

Here’s what the breakdown they created looked like:

Fig no. 2 (Patel, 2019)

5. Community of Customers or Users: For years, Apple has been building one of the most
passionate fan bases for any brand in the world. In contrast to some of its competitors, Apple
has developed a corporate personality and culture that is soft, entertaining but friendly. Apple, in
its marketing strategies, aims at making customers feel that they belong to this community. Its
market share is a testament to their success.

6. Digital Innovation: Apple is at the forefront of digital innovation and its ability to market it
reflects this. The firm has launched successful marketing campaigns based on technology such
as Augmented RealityAR, Virtual RealityVR, and Artificial IntelligenceAI.
APPLE’S FINANCIAL CAPABILITIES:

Apple's success with its products and services including the iPhone, iPad, Mac, Apple
Watch & Various Software And Digital Services is what gives it a strong financial position. These
products have a major impact on the company's revenue and profitability, allowing it to make
significant investments in R&D, marketing as well as acquisitions.

Furthermore, Apple's ability to generate significant cash flow allows it to fund its
operations, invest in new technology and innovation, pay dividends to shareholders, and buy
back its own shares. The company also has a history of obtaining credit at favorable terms,
giving it additional financial flexibility.

Overall, Apple's financial capability can be characterized as robust, with the company
consistently maintaining strong liquidity and profitability. Apple's ability to manage its finances so
well is one of the key reasons why it has been able to deliver consistent profits to its investors
over the years. As such, it is not just the company's products that make it stand out, but also its
financial prowess.

APPLE’S SWOT ANALYSIS:

Strengths Weaknesses

1. Unique ability to design and develop proprietary 1. Over-reliance on iPhone sales

hardware, software, applications, and services as a major revenue source
2. Powerful brand supported by strong advertising 2. Declining market share in the
and marketing capabilities largest smartphone market
3. One of the most loyal customer bases in every (China)
major product market where the company 3. Few successful innovations
operates in introduced over the past few years
4. High degree of vertical integration
5. Efficient research and development (R&D)
spending
 Opportunities Threats

1. Augmented and virtual reality markets will
be worth US$104 billion by 2023
2. Increasing demand for voice-controlled
virtual assistants in home devices
3. Wearable medical device market will be
worth US$62.82 billion by 2025
1. Smartphones and tablets are becoming a
commodity, which could impact the
company’s gross margins
2. Growing number of attacks on the
company’s information technology systems
3. New patent infringements resulting in
negative publicity affecting the company’s
reputation

4. The rising U.S. dollar exchange rate could

negatively affect the company’s revenue and
profits

OTHER ASPECTS OF APPLE :

1. Research and development (R&D): Apple heavily invests in R&D to drive

product innovation. The company's focus on R&D allows it to bring cutting-edge

technologies to market, ensuring its competitive advantage and attracting a

tech-savvy customer base.

2. Supply chain management: Apple's sophisticated supply chain management

helps the company efficiently produce and deliver its products globally. It works

closely with suppliers to maintain quality control and manage manufacturing

costs.
 3. Intellectual property and patents: Apple's extensive patent portfolio, which

includes intellectual property rights relating to its products, technologies or

software, gives it legal protection. In doing so, intellectual property aids the

company in maintaining a competitive edge by making it difficult for competitors

to copy its products.

4. International market expansion: Apple is increasingly focusing on international

markets for growth opportunities, particularly in populous countries like China and

India. Expanding its market reach helps diversify revenue sources and reduce

dependency on specific regions.

5. Brand Image and Reputation: Apple is known for its strong brand image and

reputation for innovative and high-quality products. Its brand loyalty and customer

perception play a significant role in the company's success.

III. MARKETING ISSUES FACING THE COMPANY

Apple faces several Marketing issues in the technology industry:

1. Intense Competition:

· Environmental Context: The technology industry is highly competitive, with many

established firms such as Samsung, Huawei, and Google, that compete with Apple
in the smartphone and personal computer markets. The second-largest smartphone
manufacturer in the world is Apple. The iPhone is one of its main products. However,
it faces several powerful competitors in the global smartphone markets. As many
companies provide the same technology products, competition is the primary issue
being faced by Apple in the market.

· Management Decision Problem: Apple makes some crucial things to avoid

competition issues. The design and aesthetics are the main.

· Market Research Problem: To conduct competitive analysis to get to know the

positives and negatives of Android products. Moreover, to assess the perception of
users of Android and Apple.
 2. Sustainability and Social Responsibility:

· Environmental Context: Consumers are increasingly preferring environmentally

sustainable products. So, Apple is facing this issue and consistently working on this
issue.

· Management Decision Problem: Apple management aligns its efforts to create

initiatives to go with sustainability and environmentally compatible products.

· Market Research Problem: Apple evaluates customers' behavior for sustainability

issues. And keep these key concerns into consideration. Apple has a special
campaign in which it tells users about initiatives Apple is taking for environmentally
sustainable products.

3. Regulatory Issue:

· Environmental context: Apple faces many investigations by various

governmental bodies over its business practices. These are particularly in
the US, regarding Application Store Policies, their fees, and restrictions on
other third-party application developers.

· Management Decision Problem: Apple’s Management facing regulatory

issues should decide to make compliance with existing regulations. Apple
must assess potential risks and legal liabilities with non-compliance.

· Marketing Research Problem: Market research is essential to get to know

the specific compliance and regulatory requirements that are applied in
the industry. Apple should assess their status and identify areas of
non-compliance. And should conduct legal research to seek expert advice
to make sure regulations to be complied with.

4. Innovation and Product Differentiation:

· Environmental context: There is a perception that iPhone product models

have slowed down product innovation. Consumers of the iPhone are
looking for some meaningful features and functions’ advancements.

· Management Decision Problem: How can Apple go into deep innovation

to make more meaningful products.

· Marketing Research Problem: Apple should understand expectations of

consumers and desires for innovative features and technologies. They
should investigate emerging technologies to integrate future products.
 5. Market Expansion and Diversification:

· Environmental Context: This is to reduce the sales of an iPhone, their

primary product. Apple is aiming to diversify its income generating
channels via other services such as Apple music, Apple TV and Apple
Watch.

· Management Decision problem: What can Apple do to properly

expand its product ecosystem and services to ensure their continuous
growth.

· Marketing Research Problem: Customer satisfaction according to

existing services, other areas where improvement can be made are the
opportunities.

IV. MARKETING RESEARCH IN DETAIL

The survey comprises six sample populations whose monthly family income extends
from above $160,000 to less than $40,000 and encompasses different age groups. The total
responses gathered were 150 (as illustrated in Figure 4.1), with 49% coming from the age group
18 to 24 years old; 29% coming from the age group of 25 to 34 years old; 11.6% from ages
under 18; 4.1% from ages 55 and above; 4.1% from 35 to 44 years old, and 2.5%coming from
age group of 35 to 44 (as illustrated in Figure 4.2). They have also revealed that these
respondents have varying motivations in their purchasing activity.

Figure 4.1
Figure 4.2

Figure 4.3
 Figure 4.4

Employed part time- 4.8%

Temporarily unemployed -3.4%
Full time homemaker-1.4%
Unable to work-0.7%

Figure 4.5
 V. MARKETING ACTIONS TAKEN BASED ON THE FINDINGS

Our group's market research on Apple Inc focused on understanding the consumer
electronics and technology sector, including global and regional market trends, Apple'’ financial
capabilities, consumer buying habits, consumer'’ motivation, brand awareness, competitors, and
marketing strategies. The research delved into industry sales, market growth rates, and Apple's
performance from the past five years (2018 to 2022), giving a comprehensive market overview.

A. MARKETING ACTIONS TAKEN

Apple strategically leveraged its strong brand loyalty by prioritizing

product quality and innovation, with investments directed towards enhancing user
experience and ensuring the satisfaction and loyalty of existing customers.
Recognising the early adoption tendencies of its consumers, Apple focused on
timely and innovative product launches, capitalizing on the excitement
surrounding new releases and encouraging upgrades. The company also
strengthened its ecosystem by enhancing device integration, enticing users to
invest in multiple Apple products. This approach aimed at creating a seamless
user experience, making it more appealing for customers to stick with Apple
products across various categories. Emphasizing user experience, Apple also
prioritized a user-friendly interface, simplicity, and positive interactions across
devices, catering to consumers' preference for ease of use and reinforcing its
reputation for superior product quality and reliability. Additionally, Apple
embraced digital innovations such as Artificial Intelligence (AI), better known as
 Siri, incorporated into marketing campaigns and product features, showcasing its
commitment to staying at the forefront of digital advancements. Furthermore,
Apple actively engaged with its customer base, fostering a sense of belonging
within the Apple community through social media interactions, exclusive events
like Keynote presentations, and user-generated content, reinforcing the brand's
emotional connection.

B. RESULTS OF MARKETING ACTIONS

Implementing these strategies resulted in substantial revenue

growth for Apple globally and within the USA from 2018 to 2022. The
strategic focus on brand loyalty, early adoption, ecosystem integration,
and user experience significantly contributed to sustained sales and
revenue increases. Notably, Apple successfully maintained its market
share in the competitive consumer electronics market, retaining existing
customers and attracting new ones by emphasizing user experience and
innovation. The positive feedback rates and active online community,
based on the data gathered, attested to the effectiveness of Apple's
marketing initiatives.

Apple's strategic initiatives align closely with consumer preferences and market trends,
leading to consistent growth and unwavering brand loyalty. Apple adeptly navigated the dynamic
consumer electronics landscape by prioritizing user experience, early adoption, ecosystem
integration, and digital innovation. The company's ability to adapt to evolving consumer
preferences and uphold a strong brand image remained pivotal to its success. Additionally, the
active engagement with the customer community fostered a profound sense of belonging and
significantly contributed to the overall positive perception. Thus, Apple's marketing actions were
significantly conceived, well-executed, and yielded favorable outcomes, ensuring its enduring
prominence as a dominant player in the consumer electronics industry.

P.S. I'M NOT YET DONE -RITZ

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