Iphones Marketing Strategy Sample

This report comprises a brief introduction of the Apple organisation and their strategies, which are in action presently to cover the large part of sales in the. The work is to find out what techniques of marketing, Apple are using to promote their product globally. Proper analysis of Apple is also discussed to know more about the company's position. What activities are they using by their marketing department? This report includes a brief introduction of APPLE and its marketing strategies to gain the market share and all its in-depth analysis, which we think should be considered necessary for to analysis of such a big company. Apple was founded in 1976 by Steve Jobs and Steve Wozniak, situated in California, with 394 retail stores (O'grady, 2009).

The objective of this report is to find out what problems Apple are facing and what the reasons behind it are. So they have low engagement of medium class people because they are not appealing to the price-conscious customer. Apple faces the problem of changing customer taste because competitors are also coming up with the best phones in the market at a low price, as compared to them. Low customisation and prices are too high. This leads to a lower market share of Apple (Fifield, 2012).

Tools of Marketing Strategy:

SWOT Analysis of Apple is as follows:

 Strength: potential resources through which they strengthen their place in the market are:

• Branding: when the idea or image is marked by the company so that it can be easily recognisable by more and more people, and also identify their specific product or services that they are offering, is known as branding. In the case of Apple, their brand is the bitten apple (fruit). This logo lets people understand easily that this is an Apple product (Ferrell and Hartline, 2010).
• Innovation: Apple not only comes with new products but also engages in innovation in them on a continuous basis. Like iPhone series- 1, 2, 3 and 4. They consider themselves as their strength (Handlechner, 2008).
• Differentiated product: Apple is not just limited to microprocessors or computers; they are also engaged in iPhones, iPods, iPads, etc, with the latest features in them.
• Ease of use: Apple products are so familiar to everyone that they can be used even by a new purchaser without any guidance or help from others. No user has ever complained regarding operating their products, and this makes their strength to dominant the market.
• Superior quality: Apple phones are costlier, but with this cost, they are providing us the new features and extremely high-quality features in them which satisfy their customer with the resources they have spent (Ireland and et.al., 2011).
• Retail strategy: Apple phones are not available in every electronics retail shop of electronics. It is being given to certified retailers only, or they have opened their own retail stores and service centres. So that they can serve their customer in an easy and effective way. This is also considered as their strength.

Weaknesses of Apple. Though Apple is a strong company, they still have some weaknesses (Sadghi, 2012). They are;

• High price: Apple products are very high in range that no every person can afford their phone. It normally starts from 20K which seems so high priced products for middle level customers. This high price proprietary system is one of the weakness of Apple.
• Less penetration: Apple is just limited to their high level segment. Means the phones they are producing targeting only to the high class people or status quo people. They are not trying to capture the segment of upper middle class or middle class.
• Niche market: niche market is defines as the narrow market where company focusing on specific product or specific market. As explained above that they are focusing only to the higher level segment (Cheverton, 2005).
• Cannibalization: another weakness of Apple. It means that removal of one part for the sake of making something else. Apple also removes some features to make some other thing Ex: they have removed Bluetooth from their iphone to make it different from other phones and the result of that people complaining regarding this problem or not involving this features.

Opportunity: Demand for smart phones and tablets is growing, and Apple can seize on that. As in the international market, the use of iPhones and iPads is getting so common, but if Apple integrate with Macs, then this will make them much more appealing. If Apple phones integrate with the iCloud, this may boost the appeal of other Apple phones. They should come up with the talking MP3 player, and they have already started on this.

Threat: The major threat is from Samsung because they have already copied their style and now they are providing smartphones as same as Apple at cheaper rates.

Apple are not customising their products, as the other competitor are doing with their phones.

Last but major threat to Apple phones is their high price. They are offering their products at a very high price range, and on the other side same features are provided by Samsung and other phones but at a lower price.

ADVANTAGES OF APPLE PHONES:

Apple phones are the only mobile phones in the world that people actually let people to wait outside Apple's stores even before launching, and this kind of love others companies can just dream of (Badur and et.al., 2011).

1. For iPhones, it is need to say that no other phones are highly recognised as the Apple iPhone, because Apple has maintained their offerings in a very good quality, like iPhone and iPad, and they are very new and come with the latest technology.
2. It's Apple that brings revolution in smartphones. Every new smartphone product of Apple comes with some new features, but the iPhone is no exception.
3. One of the best features that an Apple device comes with, which attracts many customers are ability to access and easily download applications from their own Apple store (Singh, 2007).
4. Another best feature that Apple provides is that they provide only those apps that are approved by Apple. It is because it prevents device from unknown viruses
5. Not every smartphone provides FaceTime video calling. Apple is the only phone that started the FaceTime video calling with extremely high video clarity.
6. As per the views of the people, iPhone has the best touch till now and is the thinnest smartphone, and its weight is also low compared to other smartphones (Ferguson and Hlavink, 2007).

POSITIONING: Positioning doesn't mean to position the product in the market. It is positioning the product in the customer's mind. Apple is working hard on that, and with the superior quality of iPhones, they are placing their products in the mind of the customers (Marketing strategy, 2009). Now, to recommend what other positioning strategy they should use is that they should use simple taglines, a jingle or a message that when people hear that, they quickly recognise their products and company. Though the Apple logo is sufficient, but still the taglines and jingles are still necessary (Webinar, 2013).

Another way to position is to create a character or use a celebrity to endorse their product. With that character or celebrity, people remind the product (Yannopoulos, 2011).
So these are the recommended positioning tools for the Apple company to place their product in maximum people as mind.

CONCLUSION

So above report is all about the Apple company and their present situation of their firm. The report is asked to recommend a strategy regarding marketing the product of Apple's product. The above tools are being discussed which are being recommended to Apple Inc. It is being cleared with the matter discussed that apple are doing extreme well with their present iphones and upcoming phones but the thing is that they are serving to only few segments of the people and are not targeting the people of other segment, but still the people of lower segment are using their phones and are also ready to purchase the product by spending bit more price for their product. Also, read about Marketing Intelligence.

REFERENCES

Books:

• Brace, I., 2006. An Introduction to Market & Social Research: Planning & Using Research Tools & Techniques. Kogan Page Publishers.
• Cheverton, P., 2005. Strategies, Tools and Techniques for Marketing Success. 2nd ed. Kogan Page Publishers.
• Ferrell, C. O. and Hartline, D. M., 2010. Marketing Strategy. 5th ed. Cengage Learning.
• Fifield, P., 2012. Marketing Strategy. 2nd ed. Routledge.
• Handlechner, M., 2008. Marketing Strategy. GRIN Verlag.

Also Know: Critical Evaluation Of Internet Marketing Sample

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