Apple Marketing Strategy
Apple Inc. Marketing Strategy
MKT 501 / December 13, 2015
Juan Bowling, Franklin Duncan, Deyanira Cabeza
Apple Marketing Strategy
Table of Contents
E
XECUTIVE
S
UMMARY
1-2
S
ITUATION
A
NALYSIS
(F
RANKLIN
D
UNCAN
)
2-3
I
NDUSTRY
O
VERVIEW
2
SWOT A
NALYSIS
F
IGURE
1
2
I
NTERNAL
M
ARKET
2
E
XTERNAL
M
ARKET
3
T
ARGET
M
ARKET
A
NALYSIS
(F
RANKLIN
D
UNCAN
)
3-4
D
EMOGRAPHIC
OF
T
ARGET
M
ARKET
3
P
SYCHOGRAPHIC
OF
T
ARGET
M
ARKET
4
B
EHAVIORS
OF
T
ARGET
M
ARKET
4
S
TRATEGIES
A
PPEALING
TO
M
ARKET
4
M
ARKETING
M
IX
(J
UAN
B
OWLING
) 4-7
P
RODUCT
S
TRATEGY
4
P
RICING
S
TRATEGY
5
D
ISTRIBUTION
S
TRATEGY
5
P
ROMOTIONAL
M
ESSAGING
6
M
EDIA
P
LAN
6
P
ROMOTIONAL
A
DVERTISING
P
LAN
6
P
OSITIONING
S
TRATEGY
7
C
OMPETITIVE
A
NALYSIS
(J
UAN
B
OWLING
) 7-8
C
OMPETITIVE
A
NALYSIS
F
IGURE
2
7
C
OMPETITORS
S
TRENGTHS
& W
EAKNESSES
8
C
OMPETITORS
P
RICING
8
C
OMPETITIVE
A
DVANTAGE
8
C
HALLENGES
/ C
ONTINGENCY
P
LANS
(D
EYANIRA
C
ABEZA
) 8-9
I
NTERNAL
R
ISKS
8
E
XTERNAL
R
ISKS
8
H
OW
R
ISKS
WILL
BE
A
VOIDED
9
R
ECOMMENDATIONS
/ G
ROWTH
P
LAN
(D
EYANIRA
C
ABEZA
)
9-10
D
ESCRIPTION
OF
G
ROWTH
P
LAN
9
S
TRATEGIES
FOR
M
ARKET
P
LAN
9
S
TRATEGIES
FOR
P
RODUCT
D
EVELOPMENT
9
S
TRATEGIES
FOR
M
ARKET
D
EVELOPMENT
9
S
TRATEGIES
FOR
D
IVERSIFICATION
10
C
ONCLUSION
(F
RANKLIN
D
UNCAN
) 10
Apple Marketing Strategy
1.0 Executive Summary (Franklin Duncan)
Apple Inc. headquarters in Cupertino California, established April 1, 1976, founded by Steve
Jobs, Steve Wozniak, and Ronald Wayne.
Apple Inc. is a consumer-electronic based industry.
This marketing strategy paper will specifically focus on Apple’s retail and online sales of the
iPhone. Apple’s iPhone is a global leader in smartphone production, with Apple selling 169.2
million iPhones in FY2014 (Apple Inc. SWOT, 2015). Additionally, the smartphone market is
growing and Apple intends to be the leader in smartphone sales.
According to the SWOT analysis, Apple is maximizing opportunities, showcasing strengths,
while simultaneously keeping their weaknesses low, and combating threats on every front.
Apple’s greatest strength is their operating system, it spans across multiple devices that allow
Apple products to integrate seamlessly with each other, moreover, all media content can be found
on iTunes and shared across all Apple devices (Apple Inc. SWOT, 2015). Apple Pay is Apple’s
greatest opportunity for growth; “according to industry estimates, the global mobile payment
transaction value reached approximately $235 billion in 2013 with approximately 245 million
mobile payment users” (Apple Inc. SWOT, 2015). Apple’s major weakness is over reliance on
iPhone and iPad sales, Apple’s smartphone market share declined to 12% in the third quarter of
2014 (Apple, 2015). Finally, Apple’s primary threat is operating in emerging and overseas
markets due to premium pricing and strict local market laws (Apple Inc. SWOT, 2015).
