Marketing Objective
Through its marketing, Apple will increase product awareness among their current and future target market, inform current and future consumers of their products and benefits, eliminate new customer resistance of experiencing Apple products, and they will be able to analyze and improve on all products and services were needed.
Marketing Strategy
Target Market
-Apple has a heterogeneous marketing structure
-Apple's target market seeks convenience, easy application, sleek appearance, long lasting, and innovation in their products.
-In the electronic industry that Apple is in, they are position well with not one but at least 3 of their top selling products; iPhone, iPad, Mac.
-Based on Apple's SWOT Analysis most of its business is repeat business, but the company is seeking to increase their new consumer business numbers.
Marketing Mix
It is clearly seen that Apple focuses on using their 4P's (Product, Place, Promotion, Pricing)
Product: "Apple" a well known name in the electronic industry that is easily recognized and easy to pronounce. Apple makes sure all customers are 100% satisfied at all time. Even with a 1 year manufacturers warranty, in any case of an error or issue that was caused on their behalf, Apple will immediately fix the situation by replacing the device, which is what they do 92.7% of the time. Apple serves customers by offering products such as iPod, iPad, iPhone, Mac and services/software such as iTunes, iBooks, iCloud and iOS. All products have similar operating systems, settings (wireless printing, iCloud...) appearance and set-up with unlimited access to the App Store, FaceTime, and other popular standard applications that come pre-loaded on the device.
Product Life Cycle
iPod- Between Maturity and Decline
iPad- Between Growth and Maturity
iPhone- Between Growth and Maturity
Mac- Maturity
iCloud Drive Service- Growth
Apple TV- Growth
iTunes: Maturity
Even though Apple is a well known and established company that is very successful in its industry, they still faces complaints from their customers. Apple is currently facing an iMessage problem between new customers who have recently switched from android to apple phones. Apple’s iMessage that functions as an alternative to carriers’ SMS was created years ago to help phone companies who charged by the message but now as lot of companies are going to unlimited talk and data it is not needed and is causing the text messages from iPhone carrying friends and family undeliverable when sent, even when the message looks as if it went through. The big thing is that many customers believe that Apple is fully aware about this problem but they have yet to completely fix this issue, but actually Apple engineers who are the ones behind the greatest technological product and service Apple is stomped and even with their 1000 plus engineers scheduled to work on this problem, they have still been unsuccessful in the process. So, if there is an emergency and you just switched to an Apple phone I success you call directly.There for the best research method to find the necessary information needed to solve this problem is to use survey research because it calls for researchers to interact with people to obtain facts, opinions, and their thoughts on the issue at hand. Also through the use of internal and external focus groups among customers and engineers, I believe that it will allow engineers to dig deeper into the issue as well as cross tabulations to find out if this is the same cause across the board.
Place/Distribution: Most of Apple products are available to be picked up or shipped to any location internationally. Apple offers a website with 24/7 support for new and prior purchases. But, most of the physical/personal support that is offered and sales is done in store at Apple retailers who offer a welcoming, hands-on and interactive experience in all of its establishments. There are not Apple retailers located in each city, so loyal customers may have to travel a great distance for Apple products or services.
Marketing Channel
Apple iPad Manufacturer to Retailer (Target, Walmart, Best Buy) to Consumer (Direct selling) Producer/Manufacturer to Consumer (buy directly from Apple store)
Promotion: A typical customer of Apple would find out about the latest products and services that Apple has to offer via their 24/7 interactive website as well as through print sand digital advertisements. Apple's message gains the attention of its target market of savvy electronic users who want to explore the world and share their journey with just one click and as far as their position goes, they are appropriately positioned in regards to its competitors. Apple is a company that does not just create innovative products and services, but they also monitor the effectiveness of their promotions and budgets to always keep the attention of their target market and keep customers on the edge of their seats, wanting more. In stores Apple houses about 10-15 employees that work to satisfy all customers needs as well as help the store reach is second most important goal of making a profit. In store employees are usually paid on a hourly salary for the personal selling that they do each and every shift to inform, educate, and persuade customers. Furthermore, Apple has a Apple Media Hotline that handles all press releases and Apple public relation issues, both good and bad.
Price: Apple uses a cost based rate to price all of their products and services. Prices have kept the pace slightly with competitor rates being slightly higher priced about $150-200, but Apple allows discounts to be applied to their products and services depending on the situation. Discounts are usually not offered on new products unless it is being used for a promotional strategy, but it is based on who the retailer is selling the product or service. Retailers who sell Apple products and services may sell different products and services of Apple's depending on their business, but they all offer the same warranties, benefits, and features, as well as accept many payment types for purchasing, ranging from monthly financing plans to cash to credit card.
Through its marketing, Apple will increase product awareness among their current and future target market, inform current and future consumers of their products and benefits, eliminate new customer resistance of experiencing Apple products, and they will be able to analyze and improve on all products and services were needed.
Marketing Strategy
Target Market
-Apple has a heterogeneous marketing structure
-Apple's target market seeks convenience, easy application, sleek appearance, long lasting, and innovation in their products.
-In the electronic industry that Apple is in, they are position well with not one but at least 3 of their top selling products; iPhone, iPad, Mac.
-Based on Apple's SWOT Analysis most of its business is repeat business, but the company is seeking to increase their new consumer business numbers.
Marketing Mix
It is clearly seen that Apple focuses on using their 4P's (Product, Place, Promotion, Pricing)
Product: "Apple" a well known name in the electronic industry that is easily recognized and easy to pronounce. Apple makes sure all customers are 100% satisfied at all time. Even with a 1 year manufacturers warranty, in any case of an error or issue that was caused on their behalf, Apple will immediately fix the situation by replacing the device, which is what they do 92.7% of the time. Apple serves customers by offering products such as iPod, iPad, iPhone, Mac and services/software such as iTunes, iBooks, iCloud and iOS. All products have similar operating systems, settings (wireless printing, iCloud...) appearance and set-up with unlimited access to the App Store, FaceTime, and other popular standard applications that come pre-loaded on the device.
Product Life Cycle
iPod- Between Maturity and Decline
iPad- Between Growth and Maturity
iPhone- Between Growth and Maturity
Mac- Maturity
iCloud Drive Service- Growth
Apple TV- Growth
iTunes: Maturity
Even though Apple is a well known and established company that is very successful in its industry, they still faces complaints from their customers. Apple is currently facing an iMessage problem between new customers who have recently switched from android to apple phones. Apple’s iMessage that functions as an alternative to carriers’ SMS was created years ago to help phone companies who charged by the message but now as lot of companies are going to unlimited talk and data it is not needed and is causing the text messages from iPhone carrying friends and family undeliverable when sent, even when the message looks as if it went through. The big thing is that many customers believe that Apple is fully aware about this problem but they have yet to completely fix this issue, but actually Apple engineers who are the ones behind the greatest technological product and service Apple is stomped and even with their 1000 plus engineers scheduled to work on this problem, they have still been unsuccessful in the process. So, if there is an emergency and you just switched to an Apple phone I success you call directly.There for the best research method to find the necessary information needed to solve this problem is to use survey research because it calls for researchers to interact with people to obtain facts, opinions, and their thoughts on the issue at hand. Also through the use of internal and external focus groups among customers and engineers, I believe that it will allow engineers to dig deeper into the issue as well as cross tabulations to find out if this is the same cause across the board.
Place/Distribution: Most of Apple products are available to be picked up or shipped to any location internationally. Apple offers a website with 24/7 support for new and prior purchases. But, most of the physical/personal support that is offered and sales is done in store at Apple retailers who offer a welcoming, hands-on and interactive experience in all of its establishments. There are not Apple retailers located in each city, so loyal customers may have to travel a great distance for Apple products or services.
Marketing Channel
Apple iPad Manufacturer to Retailer (Target, Walmart, Best Buy) to Consumer (Direct selling) Producer/Manufacturer to Consumer (buy directly from Apple store)
Promotion: A typical customer of Apple would find out about the latest products and services that Apple has to offer via their 24/7 interactive website as well as through print sand digital advertisements. Apple's message gains the attention of its target market of savvy electronic users who want to explore the world and share their journey with just one click and as far as their position goes, they are appropriately positioned in regards to its competitors. Apple is a company that does not just create innovative products and services, but they also monitor the effectiveness of their promotions and budgets to always keep the attention of their target market and keep customers on the edge of their seats, wanting more. In stores Apple houses about 10-15 employees that work to satisfy all customers needs as well as help the store reach is second most important goal of making a profit. In store employees are usually paid on a hourly salary for the personal selling that they do each and every shift to inform, educate, and persuade customers. Furthermore, Apple has a Apple Media Hotline that handles all press releases and Apple public relation issues, both good and bad.
Price: Apple uses a cost based rate to price all of their products and services. Prices have kept the pace slightly with competitor rates being slightly higher priced about $150-200, but Apple allows discounts to be applied to their products and services depending on the situation. Discounts are usually not offered on new products unless it is being used for a promotional strategy, but it is based on who the retailer is selling the product or service. Retailers who sell Apple products and services may sell different products and services of Apple's depending on their business, but they all offer the same warranties, benefits, and features, as well as accept many payment types for purchasing, ranging from monthly financing plans to cash to credit card.