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Marketing Strategy of Apple Inc
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Marketing Strategy of Apple Inc
Introduction
The emergence of globalization and continued advancement in technology are some of
the new trends that have been businesses in the contemporary business sector. The intense
competition experienced by many companies across the business landscape has largely been
contributed to by the improved technological tools and approaches that improve efficiency in
production and overall business practice. Apple Inc. is among the multinational enterprises
whose success and sustainable growth have largely been contributed to by sophisticated
technology they utilize and the current globalization climate.
Globalization
Globalization is one of the most important trends that are shaping business performances
across companies, especially those that operating in different nations across the world. It
involves expanding beyond the borders to integrate and interact with other people on a wider
scope. In the business sector, globalization has to do with the expansion strategies that a
company like Apple Inc adopts to broaden its market scope, acquire new franchises, recruit
employees from diverse backgrounds, and reach out to suppliers and customers from far
geographical locations.
Apple Inc. is one among the companies whose performance and current growth have
been affected by globalization in a profound fashion. The company operates in more than 25
countries having over 500 retail stores. At the center of its globalization strategy are foreign
outsourcing and importing, exporting, foreign licensing, and foreign direct investment. It seeks to
expand and acquire high global presence in as many countries as possible across the world. One
of the major impacts of globalization on Apple Inc is the increased competition it experiences.
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Unlike before, the wave of globalization has expanded the industry both domestic and foreign.
Companies like Apple Inc are now facing stiff competition from rivals such as Samsung in the
domestic American market. It international markets have also seen new entrants which makes it
difficult to maintain a good performance and a high market share if not for its effective strategic
approaches it adopts to win competition.
Moreover, globalization has also influenced the production of goods and services at
Apple Inc. This company has been using what can be referred to as ‘house manufacturing’
which involves the production domestically and exporting the products to foreign markets. The
company’s production has been challenged many times by different global business forces. For
instance, changes in foreign exchange currency rates have affected its cost of production and
overall profitability. In efforts to embrace and respond positively to globalization, the company
has been sourcing its raw materials from suppliers in other countries.
Moreover, the demand for high-quality products in the international market has driven
the company towards constant innovation (Pearce, 2019). The company spends a lot of resources
to nurture and promote innovation in efforts to ensure that it meets and supersede quality
expectations in the global market. For instance, it has been generating a new series of its iPhones
regularly to keep its brand visibility in the market. In overall, globalization has pushed the
corporation to make more efforts to meet the changing needs of its stakeholders given the intense
competition it faces. It has also opened for its better global markets across the world.
Technology
Technology is unquestionably one of the most important tools use by companies in
contemporary society to drive positive performance and ensure customer satisfaction (Stewart,
2017). Most strategic companies are also applying sophisticated technological tools to promote
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efficient operations across the organization. Apple braces itself as a leader in its industry because
of its great application of current technologies to drive its performance, ensure innovation and
improve the quality of its products and services. This company applies technology at different
levels of its productions. It also uses technology t market and reaches out to its customers across
the wider global market. The company has achieved business success of the years due to its
application of information technology. It has managed to establish new ways to create products
that are required by its premium customers through good communication. It also maximizes
advanced technology to manufacture products and services that satisfy its customers. From
iPhones, iPads, Mack book to computer software, the production of Apple is aligned to
advancement in technology.
Industrial Organization Model
This model focuses on how best a company can maximize the opportunities in the
external environment and neutralize threats to improve performance (Baloch & Inam, 2009).
Apple Inc encounters various external factors that it should take care of when developing a
strategy. Currently, the company has been doing a great work in adopting product differentiation
which gives it a great competitive advantage. For instance, the continued changes in the phones
make its products quite fulfilling to its customers. However, it has not been making similar
efforts of differentiation when it comes to other products it offers like computers. Observably, the
company to manufacture smart phones in an attractive design and load it with features for the
average consumer. The company has been improving its products by expanding the capacity of
its phones without denting its profit margin to maintain competition
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Resource-Based Model
This approach helps analyze the resources that a company such as Apple may have that
can help it achieve strategic objectives. Besides technology, Apple has a highly talented
workforce who is committed to helping the organization meet its objectives. The innovative
capacities of the company derive from the highly-skilled personnel and effective knowledgesharing system that the company has. From an effective leadership steered by its current CEO,
designers, programmers, engineers, hardware, software, retail stores to suppliers, the company
has the workforce needed to accomplish its goals. Other resources and capabilities that Apple has
include a well-established supply chain, premium product quality, and research and innovation.
Vision
Apple’s vision statement reads: “We believe that we are on the face of the earth to make
great products and that’s not changing”. This statement is important because its highlights the
company’s commitment that goes beyond just making profits. It motivates its employees to
deliver better performances knowing they are part of a bigger project to the world. It is also
important in attracting clients because of the understanding that they Apple are committed to
provision of high-quality products.
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Mission
Apple’s mission statement reads: “to bringing the best user experience to its customers
through its innovative hardware, software, and services”. This statement reminds stakeholders
that Apple exists to provide the best products and services in the best way possible. This has been
influential in driving the company towards its positive performance because employees and other
stakeholders are committed to this excellence. A mission statement also acts like a reminder to
the company why and how it should operate aligning it to ethical conducts.
Stakeholders
Apple has different kinds of stakeholders both within and in the external environment.
It is worth mentioning that the stakeholder strategy used by Apple has been influential in driving
its success. It focuses more on building positive relationship with its stakeholders.
Main stakeholders of Apple include:
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Employees: This can be classified as one of the most important assets that the
company has. They are behind the innovative ideas that the company comes up
with. They play an integral role in implementing the strategic goals and plan the
company has. Currently, it has about 147,000 employees worldwide.
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Customers: There is no doubt that customers are important because they are the
ones targeted by Apple’s products. Apple must do everything possible to
strategize in a way that helps it attract more customers.

Suppliers: Raw materials the company uses to manufacture its products come
from suppliers who may either be located in or outside America. The quality
standards of Apple’s products depend on what suppliers offer it as raw materials.
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Communities: This comprises of the external environment in which Apple
operates. It has a CSR obligation to operate within the acceptable ethical and
socioulotural standards while improving the conditions of these communities.
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Investors: These are sources of capital that is used to run the company. Apple
often designs its strategic plans in ways that enable it to maximize profit for its
investors.
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References
Baloch, Q. B., & Inam, M. (2009). Strategic Competitiveness: Creating Firm's Future. Journal of
Managerial Sciences, 3(1).
Pearce, R. D. (2019). Decentralised R&D and strategic competitiveness: globalised approaches
to generation and use of technology in multinational enterprises (MNEs). Research
policy, 28(2-3), 157-178.
Stewart, R. A. (2017). IT enhanced project information management in construction: Pathways to
improved performance and strategic competitiveness. Automation in construction, 16(4),
511-517.