ABSTRACT

The objective of this work is to present a thorough study

of Apple Inc.'s method marketing. This provides us with
more information about customer knowledge of the product
and how to improve customer devotion to the business to
obtain a competitive advantage. To find out more about the
company's strengths, weaknesses, chances, and dangers;
additionally, many tools was used. With those analyses, we
had a clear picture of the industry and how the firm fits into
it.

APPLE.INC Pande, Rohan

Kiran, Asra
Na, Alka
Mohammed, Siddiq
 INDEX
Introduction

A brief company overview

The microenvironment

Internal Analysis of Apple Inc (SWOT Analysis.) 

CRESTN analysis

The Four P’s of Apple.INC

Apple’s Target market

Apple Inc’s Competitive Advantage

Positioned of Apple In Market

Marketing in Apple Inc.

Conclusion

Recommendations

References
APPLE INC.
Interoperability and price range concerns Apple's goods and services.

Introduction.
Most businesses use marketing, a dynamic and complex function, to inform both current and potential
customers about the goods and services they are producing or providing. Marketing functions as a
critical measurement tool for success or failure in a cutthroat business environment and goes beyond
simply promoting products. (Gronhaug, 2005)

As per his definition of marketing, which really is "the behavioral science that needs to explain trade
relationships," the study of marketing must also understand the behavior of the consumers as it relates
to the consummation of exchange and the effects this has on society (Ayuba 2009)

A brief company overviews.

As per Apple's yearly report (2013) One of the American multinational innovative corporations, Apple
creates, markets, and sells its goods all over the world. Their offerings include a Mac personal computer,
an iPod portable audio player, iPhone mobile phones, an iPad tablet, and a television (Apple TV). This
software includes, to mention few of, the iOS and OS X operating systems as well as iCloud. The iTunes
store, App store, iBooks store, and Mac app store are where this multinational business sells most of its
software and hardware products. However, the business also conducts sales through its brick-and-
mortar stores, internet stores, and occasionally through unaffiliated cellular network carriers.
Apple Inc.'s Goals
The company's three primary goals are listed in the 2013 Annual Report.
 To boost sales.
 To create products that would provide consumers with support and satisfaction.
 To command the mobile industry.
The first objective is to increase and expand total sales, which will be accomplished by strategically
expanding the distribution system to reach more customers. In addition to advertising, this is
accomplished by expanding the distribution network, which includes using Internet Service Providers,
Third Party Retail Stores, and Flagship Stores. Smartone, 3, CSL, Broadway, and Fortress are a few
examples of this.

The organization strategically spends funds to conduct research and development to improve next-
generation goods and add new features so that it can provide consumers with new and satisfying
products. The new generations of iPhones, which offer new features like Voice Control, Siri, Face Time,
HD Games, and HD Cameras, have revolutionized global networking in such a manner as to improve the
service and satisfy customers.

The microenvironment: 

Ayuba's microenvironment (2009) Microenvironment in marketing refers to the internal environment

that directly influences the position or activity of the organization, either positively or adversely. In that
situation, the company's internal structure formation and governing policies, which incorporate all
internal organizational departments, may be referred to as the micro.
The internal organizational environment can be analyzed using a well-known analysis method, which is
frequently employed. In the 1960s, Albert Humphrey created the SWOT analysis, which stands for
Strengths, Weaknesses, Opportunities, and Threats. Over time, the SWOT analysis was accepted and
applied to a variety of internal analyses. The internal elements of the organization could be properly
analyzed using this approach. The four SWOT aspects typically serve as the internal deciding factors at
the executive level. Efficiently and rapidly deliver your material.

Internal Analysis of Apple Inc (SWOT Analysis.) 

According to Villing and Company a site the discussed the genius of Steve Jobs   

Strength 

Apple Inc. is considered as the fastest growing electronics industry in the world today, due
to its outstanding assets and performance, customer loyalty, strong financial performance,
reputation among innovators and members of the media / strong media. Customer
Loyalty: When many customers sleep outside the store to buy products, it means that Apple
Inc. have strong customer trust and products. Apple products are very friendly and good. Amazing
prospects give Apple high customer loyalty and high customer satisfaction levels.

Brand name: Basically, Apple products have a well-designed interface architecture and excellent

product performance that makes it easy for customers to adapt, a quality that gives customers
a beautiful view of their products are expensive to buy. In 2012, the Apple brand was valued at US$
76.5 billion and was considered the second most valuable brand in the
world. Financial performance: In terms of financial performance, Apple is considered one of the best in
the world. At the end of 2012, the company has $ 10,000,000,000 in assets and 43.9% gross profit and
zero debt. Top mobile technology

Innovators: Throughout the long-term Apple has been viewed as the most imaginative in the portable
area; in 2012 being the best driving versatile pioneer for the third time has been picked. Apple's
essential advancement rationale is lined up with the need of customers to carry something exceptional
to the market. Solid Promoting and Publicizing Groups: Apple has areas of strength for a promoting
group, which assists withstanding them out among its rivals. Apple utilizes a less-is-better (worked to
accomplish) showcasing procedure and publicizes its items in a more powerful and engaging style.

Weakness:

Even though Apple Inc. Have a few qualities, however then again, it likewise includes a few vital
shortcomings inside the item and in the market too which will be examined unequivocally underneath.

Value: Apple items are viewed as costly contrasted with the help and quality given by the items.
Thinking about one of their items, iPhone, one needs to place into worried about the value contrasted
with other serious items by different organizations. Take Sony for example, they offer practically a
similar support and nature of item however Apple's is moderately more costly. This can undoubtedly
make a portion of their clients go for different choices at a lower cost.
Besides, taking a gander at the productivity proportion examination plainly apple items and
administrations costs are somewhat higher than the creation cost by over 40% which is extremely
uncommon in other cutthroat organizations, this is becoming disturbing, and clients are continuously
understanding the possible in other important results of the contenders.

Opportunities: 

Apple Inc. Involving its cost shortcoming in fostering another extent of chance, the organization in its
new development of iPhone5 delivered iPhone5c at a lower value, both of these telephones have very
fates and work just that the c is somewhat increasingly slow. These costs distinction have a huge effect
on the deals of these items in underdeveloped nations, this choice is conveyed along as a feature of the
late establishing wishes to make the brand dependability in non-industrial nations and furthermore
among the younger generation.

Threats:

Technological changes can serve both as dangers and a shortcoming, a danger so that new highlights are
being investigated by a portion of the organization's rivals. Samsung as one of the top contenders of
Apple is creating items that had a bigger number of highlights and works than Apple items, this is
representing a significant danger to the organization's clients. Nokia organization is creating another
modest item in the brand scope of Nokia Asha, notwithstanding the decrease of the cost of apple items
with the mission of saving client dedication Nokia Asha is representing a danger wherein case its item is
somewhat more reasonable to the non-industrial nations and the younger age than the apple items.

CRESTN analysis is a framework for analyzing both internal and external factors affecting a
company or organisation. Here is an Apple situation study based on the CRESTN model.

Customers
Apple's clients vary from individuals to big corporations. Because of its innovative goods and
sleek designs, the business has a powerful brand image and a loyal customer base.

Regulations
Apple works in a tightly regulated industry, governed by laws and regulations governing
intellectual property, privacy, and rivalry. Previously, the business encountered legal difficulties,
especially in the fields of data protection and competition.

Economy
Apple operates globally and is affected by economic circumstances in different countries.
Economic shifts, exchange rates, and tariffs can all have an impact on the company's profits and
money.

Society
Apple has a strong reputation for corporate social duty and responsible business practises. The
group has initiatives in place to promote sustainability, inclusivity, and community
participation.

Technology
Apple is a technology business that relies on invention to stay competitive. The company
invests heavily in R&D and has a track record of launching game-changing products and
innovations.

Natural Environment
Apple has tried to reduce its environmental impact by using renewable energy, recycling
programs, and trash reduction. The company has ambitious plans to become carbon neutral by
2030.

The Four P’s of Apple.INC

Product
Apple's product line includes smartphones, iPads, laptop computers, desktop computers,
smartwatches, and other products. Apple products are well-known for their innovative forms,
cutting-edge features, and easy-to-use UI.

Price
Apple's products are well-known for their expensive costs. Apple's pricing strategy is based on
perceived value, which means that the company charges higher prices for products that
customers believe to be more valuable.

Place
Apple products are available through several channels, including Apple retail shops, online sites,
and authorised resellers. The company has a worldwide presence, with shops in over 25
countries.

Promotion
Apple's marketing approach is focused on creating an emotional connection with customers.
Apple's advertising campaigns are known for their inventiveness and emotional appeal, with a
focus on the product's features and benefits.

Apple’s Target market

BUSINESS TO COUSTOMER (b to c)

Individual Consumers
Apple's products are popular among individual consumers, particularly those who value design,
quality, and ingenuity. Many customers are willing to spend a price for the company's products,
which are frequently regarded as luxury items.
BUSINESS TO BUSINESS (b to b)

Student and Educator

Apple goods are popular among students and instructors, particularly in the area of education.
The company provides a range of school-related products and services, such as the iPad and
educational applications.

Professionals
Apple's products are popular with pros such as creatives, artists, and business proprietors. The
products of the business are frequently regarded as reliable, efficient, and simple to use,
making them a popular choice for those whose careers rely on technology.

Apple Inc’s Competitive Advantage

According to (Ben, 2011) corporation has a significant advantage when it outperforms its rivals in the
same competitive industry in terms of recognition and benefit. Having this kind of merits helps the
company grow and position itself more favourably both inside and beyond the electronic sector.

Positioned of Apple In Market

Apple has a significant competitive edge. Apple is one of the world's largest technology companies, with
considerable clout in a wide range of sectors including smartphones, tablets, computers, wearables, and
others. The company is well-known for its high-quality products, creative design, and simple UI.

For many years, Apple's iPhone was the dominant competitor in the smartphone market. The company
has a large clientele, and its products are known for their high-end features and high prices. Apple's iPad
has also been a popular choice among tablet users, particularly in the school and business areas.

Apple's Mac computers continue to be popular among creative professionals, and the company has
expanded its presence in the devices market with products such as the Apple Watch and Air Pods.

Overall Progress

Apple is doing well as a company in general, and its goods continue to be in great demand. In its most
recent fiscal year, the business recorded solid financial results, with sales reaching $394 billion and net
income exceeding $99 billion.

One of the main reasons for Apple's success is its ability to consistently create high-quality, innovative
goods that meet the needs and expectations of its customers. The company's strong focus on design and
customer experience has helped to differentiate its products from those of its competitors.

Apple's ecosystem of products and services has also contributed to its success, which includes the
iPhone, iPad, Mac, Apple Watch, and numerous applications and services. The company has been
successful in developing customer confidence and retention by providing a uniform user experience
across its products.

Marketing in Apple Inc.

According to (Swichtomac, 2009)Apple Inc. distinct in its overall marketing initiatives. All majors are
used by the firm to figure out what its customers want and how to excite them with its goods and
services This has more to do with the company's mission to improve the lives of its customers using new
technology instead of the characteristics and technology used in the goods or services being offered.

The firm also joins in marketing campaigns such as presenting Intel-based laptops on fire and being
crushed by steamrollers. The business further uses a distinctive logo positioning style in which the logo
light appears when the laptop is opened and is situated at the back. This is the case because the
business holds the opinion that the logo is intended for a potential customer, not an existing client. It is
noticeable that the business uses its customers to market its products because, in comparison to its
rivals, Apple's logo is more attractive. Although other customers may notice other brands like Samsung,
HTC, or HP, and many more but Apple's products continue to capture their attention more.

Electronic businesses are commonly segmented into business units in order to coordinate their research
& development and profit & loss statement. Electronic businesses are commonly segmented into
business units in order to coordinate their research & development and profit & loss statement.
However, because most of these business units compete with one another, there is a high risk of a
decline in client loyalty as well as brand equity. However, Apple Inc, is very organised when it comes to
managing its products. Even having a large turnover, the company uses a single R&D for many of its
products, and it also looks at a single P&L. Because of this, all its products are completely compatible
with each other. This includes accessories and applications that can be used with any of the company's
devices, including the iPod, iPhone, iPad, and MacBook. Giving customers this option allows them to
have a positive brand experience as well as brand loyalty.

Conclusion

The above paper is focused on Apple's marketing strategy. The research provided more information
about positioning, branding, segmentation, and marketing mix strategies. It is important to conduct an
internal and external analysis to find an opportunity, risks, and strengths and weaknesses. The analysis
will also assist the business in identifying the factors for successful that will put it ahead of its rivals,
giving it an edge in terms of profits, brand recognition, and client loyalty.

Recommendations

The company should provide high value for the products being offered to customers since customers
have this perception of the products having a premium quality in the electronic industry. Therefore, the
company should distinguish its products from its competitors so as to maintain it premium pricing and
quality.

The company should increase promotional programs, this never seems to damage any firm but on the
contrary it proves to be significantly beneficial. Therefore, Apple should conduct more promotion to
attract potential customers and boots customer traffic and sales. This can be achieved by using TV
commercials to educate existing and potential customers about its new products and services,
meanwhile showing how appealing it is.

The company should constantly make new innovations in their product designs, specifications and
features to dominate the market and distinguish their products and services form competitive brand
because technology market is highly competitive and the issue of clone is very common, a competitor
can easily clone your product and sale. Therefore, it is of high significant for the company to constantly
invest in new innovations, features and designs.

However, since the company don’t want to compromise its premium price, gift card, VIP card and
vouchers could be made to customers. This will allow customers to buy the products more often and at
the same time attract more attract more potential customers with great loyalty. sss

References
Ayuba. (n.d.). Ayuba 2009. Ayuba (2009) “Principles of Marketing” Nigeria:.
Gronhaug. (2005). Ghauri, Gronhaug K and. “ Research Methods in Business Studies” Pearson
Education Limited, 3rd Edition. New York.