Analyze and interpret the different marketing strategies and tactics carried out by Apple
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Apple is a technology company engaged in the design, manufacture, and marketing of smartphones, tablets, and personal computers. The iconic iPhone has through the years become Apple’s biggest revenue contributor, one of the main reasons the company has become the first trillion firms globally. However, in current years, the sales of the iPhone have been slowing down due to several reasons including the trade war between China and USA, China’s slow economy, and the maturing smartphone market. The research has pointed out Apple’s next great business units which the company should invest in order to maintain its success. The report has also revealed some opportunities for the company to maintain its strong growth.
Through this analysis, the report has discovered that there are still growth opportunities, including the launch of a 5G network and growing affluence in Southeast Asia. But if Apple is going to appeal to developing economies like India, it will have to reduce its costs or alternatively make cheaper phones that it can afford. Through this strategy, the company will be able to lock them in its ecosystem, something that may force them to upgrade later alone. iPhone’s other growth opportunity is the launch of the 5G network as it will help the company in innovating new features, something the company hasn’t done since 2016 according to analysts.
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analyze and interpret Apple's marketing strategies and tactics Case Study
Key Learning Outcomes
By the end of the case, students should be able to:
- Observe, identify, analyze, and interpret the different marketing strategies and tactics carried out by a multinational company or organization
- Apply the knowledge acquired in the International Marketing module to a real case
- Use strategic tools to analyze and interpret a company's marketing strategy
1.0 INTRODUCTION
In August 2018, Apple became the first company to reach a market capitalization of US$ 1 trillion, ahead of old rivals such as Google and Microsoft. The Cupertino-based tech giant is known for manufacturing iconic consumer electronics such as the iPhone, iPad, and computer software like Mac OS, iOS, and Apple Watch. Founded in 1976 by Steve Jobs, Steve Wozniak, and Ron Wayne Apple now operates 492 stores across 19 countries worldwide and employs 132,000 as of 2018.
This report will analyze Apple’s marketing activities, tactics, and strategies by identifying diverse components of its marketing strategy. This will be done using the four elements of the marketing mix (Product, price, promotion, and place). The author will identify the company’s product target, product positioning, product lifecycle, and the kind of demand the company is facing.
Using a SWOT Matrix the author will reflect on the company’s weaknesses, strengths, opportunities, and threats which will help us formulate the company’s growth strategies. The BCG matrix will identify the most relevant SBUs the company should invest in to continue growing. The author will then discuss the company’s growth strategies.
History of the company or organization
Apple, based in Cupertino, California is one of the most valuable companies in the world, producing popular digital gadgets, including Macs, iPods, iPhones, and iPads among others. The company was founded in 1976 by Steve Jobs and Steve Wozniak, operating from a garage. In the late 1970s, the two designed the Apple11 computer series, the first personal computer to achieve mass market success (Lee 2015; Fiolliro 2018). They later designed Apple Lisa, the first computer to use a mouse, and then produced a Macintosh a year later.
When Jobs left the company in 1985 due to misunderstandings, the company started struggling and was close to bankruptcy when he returned in 1997. In 2001, Jobs came up with the iPod, followed by the iPhone in 2007, and later the iPad in 2010. In 2014, Apple’s profits were almost $40 billion due to these innovations (Lee 2015). The iPhone has become a revolutionary product, driving the growth of the smartphone market.
Currently, Apple has grown to become the world’s second most valuable company and the first trillion-dollar company ever with the iPhone as its most significant revenue contributor. The company’s subsidiaries include; Beat Electronics, Apple Store, and P.A Semi, Prime Sense, File Maker, and Beddit among others.
Apple sells and delivers digital content and applications through the iTunes Store, App Store, Mac App Store, television APP Store, iBooks Store, and Apple Music. The Company sells its products through its retail stores, online stores, and direct sales force through third-party cellular network carriers, wholesalers, retailers, and value-added resellers (Reuters 2019).
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