Apple Inc.

Marketing
Strategies
Mission, Objectives, and Core
Products/Services
Mission-dedicated to available the best individual
computing experience to educators, consumers, innovative
professionals, and students globally via its innovative
software, hardware, and internet offerings.
Objectives-manufacture quality, innovative, customer-
tailored products and become the market leader.
Products-iPod, iPhone, PCs, Accessories, iTunes,
Developers, and Wi-Fi based stations.
Apple, Inc. manufactures and designs mobile phones,
computers, portable music players, and related operating
accessories and software.
Services-communication, internet, professional application,
and customer education.
Market Opportunities

The firm has bigger market share as a result of the

rising number of customers.
The corporation has profitable strategic alliances in
the industry such as TBS, Disney , and Verizon.
Introduction of the Intel-based processors enabled
the company to introduce the iMacs models in the
market.
PC software and hardware market growth with
cross licensing operating system established has
resulted high-volume business market
Market Segmentation and Buying Behavior

The firm's segment is divided in four

categories.
The segments provide products and services
that meet the demands of all the segments in the
society.
The firm has also dedicated prices for the
different segments in their area of operations.
 The purchasing behavior of the corporation is
positive as indicated by the loyal clients of the
company
The firm holds very high esteem for their
clients in the market.
Marketing Objectives

Apples 'objective of is to become a market

leader by being the producer of products in the
market.
secondary objective of the firm is that they need
to pass the information to their clients that their
products are interoperable.
 It implies that they are focusing at establishing
a generation of clients.
In relation to up-and-coming international
markets, the company net sales were about 40%
in Europe and 29% in Japan in FY2011.
Marketing Mix (4 Ps)

Product
 Company’s products in the market have been
recommended as the best in quality.
 Apple’s products are in most cases unique from that
from the rivals and attract clients quickly.
Price
 The prices of the company are reasonable.
Place
 Apple stores are situated in strategic places ,which can
be spotted by their clients easily.
Promotion
 Apple enhances its products in the market through
special offers, gift packages and daily deals .
Marketing Strategy

The company’s position in the US market is a

strong one with about 8.1% market share.
Established on basis of strategies, policies,
practices, and procedures the firm’s strategy for
its portable PCs business is one of wide
differentiation.
Apple differentiates on unique design,
consistent quality, and exceptional consumer
service.
The company’s objective is to offer its clients
with the “best personal computing experience”.
Innovation

Apple gets a competitive advantage from its

focus on and achievement with innovation.
The firm creates and offers a substantial amount
of the demand for its products via the aspect of
innovation.
The firm adopts the strategy of updating the
product line, and is also prominent in tapping
into human capital.
The corporation produce significant efficiencies
by employing experts and other specialists that
are the most excellent in their fields.
Marketing Model and Approach

Apple has established a firm retail strategy in their

business. Apple’s retail stores are expediently
positioned in high traffic areas.
Apple has adopted the retail model of marketing.
The corporation uses the retailers in different
location to meet the needs of the clients effectively.
The company has adopted online marketing, which
have boosted their sales significantly.
In terms of valuation, the company has
approximately15% margin of security purchase
threshold, and consequently is a strong buy.
Marketing Communication Strategy

The company’s communication has a wide

which appeals to customers every time.
Their approach is broadcasting in print, in TV
ads, ads and online to attract clients.
The company employs promotional tools to
confine the interest, attention, and wish of the
customer.
The company captures consumers’ attention
and interest through innovating and glossy
images of their products on
The corporation has an efficient system in form
of a tree-diagram.
Boston Consulting Group (BCG) Matrix Analysis

Apple employs the BCG model to evaluate the

implications that will bring by launching new
product in the market..
The BCG model promises the corporation
security that the product will sell well in Apple’s
market share has been indicated in the BCG
model has a positive growth.
 On the other hand, the market growth is
approximately 8.1 % in FY 2011. This shows a
constant financial environment of the company.