Marketing plan for
Apple
Professor :Rabab Awad
Prepared By
• 1- Christine Youssef
• 2- Khaled Zayed
• 3- Ahmed Ismail
• 4- Mostafa Ahmed Zein
• 5- Mohamed Ahmed Zein
Content
1.
2.
3.
4.
Executive summary
Strategic goals
Situation analysis
Opportunity identification and posting and
targeting
5. SWOT analysis
6. PESTEL analysis
7. Market research
8. Setting goals
9. Marketing Mix
10. Implementation and control
11. Survey
12. Reference
Executive summary
Apple Inc. is an information technology
company with a wide range of products
which include cellphones, computers,
tablets, television products and wearable
devices
Executive
summary
Apple Inc. was established in 1976 as a
computer software and hardware company,
since then Apple has transitioned into the
creation of other technological devices
established a chain of retail stores to provide
their customers with a better buying
experience
Apple products are sold through its retail
stores, online sites, and third-party
wholesaler and retailers.
Strategic goals
2.1. Mission, vision & goals
Mission and Vision
1. Mission:to bring the best personal computing products and
support to students, educators, designers, scientists,
engineers, businesspersons and consumers in over
140 countries around the world.
2. Vision:To make the best products on earth, and to leave the
world better than we found it
Goals
• Is to obtain stellar products and services within tight
timeframes, at a cost that represents the best possible
value to our customers and shareholders. If that
sounds like a daunting task, it’s the same one we
assign ourselves.
Apple is the world's largest technology company by revenue (totaling $274.5 billion in
2020) and, since January 2021, the world's most valuable company.
Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in 1976 to develop
and sell Wozniak's Apple personal computer.
In 2007, the company launched the iPhone to critical acclaim and financial success. In
2011, Jobs resigned as CEO due to health complications, and died two months later. He
was succeeded by Tim Cook.
2.2. Apple Inc.
2.3.Most
Apple
Business
Partners
1
2
3
4
5
IBM
Cisco
Sap
Deloitte
Accenture
1. Brand Strength:Apple was the world’s leading brand in 2017, ahead of Google, Coca-Cola and IBM, according to annual rankings
published by brand consultancy firm Interbrand.
2. Innovative Products:Apple has a long-established reputation for innovation and a commitment to developing new products. The company
developed the graphical user interface.
3. Strong Integrated Supply Chain:An ecosystem of suppliers, developers and business partners provides Apple with a strong competitive advantage. The
company owns chip manufacturers, controls manufacturing, follows extremely strict software standards and operates its
own stores.
4. Brand Loyalty:Loyal Apple customers will wait in line to purchase the latest iPhone, download music through iTunes, watch
their favorite television shows on Apple TV and play games on their iPads.
2.4. Apple Competitive Advantage
Situation analysis
3.1.Market Size and segment (Egypt)
3.1.Market Size and segment (Worldwide)
Year
Number of
Smartphones in
Billion
Number of phones
in Billion
Numbers of iPhone
in Billion
2021
3.8
4.88
1.1
2020
3.5
4.78
1
2019
3.2
4.68
0.948
2018
2.9
4.57
0.888
2016
2.7
4.43
0.814
2015
2.5
4.3
0.710
3.2.Market Growth in Worldwide
Opportunity
identification
percent
Camera
4.1Customer
Security
Size and Weight
• There are some points that the customers
are looking in their smartphones which
appear in the chart and according to our
survey.
• Which will help to make our target
segment of customers of apple
Features
Function
Price
Design
Brand Logo
0.00%
10.00%
20.00%
30.00%
percent
40.00%
50.00%
60.00%
70.00%
Segment to customers
Segmentation variable
Data
Geographic
Country
Egypt
Cities
Cairo, Giza
Demographic
Age
16 and Above
Gender
Male and Female
Income
Can afford to buy iPhone
Education
High educated or above
Psychographic
Social class
Middle and upper classes
Behavioral
Loyalty
Benefits sought
Potential users and loyal
Efficiency, Speed of service, advanced
features and capabilities and premium
design.
Apple positions itself as a premium brand by keeping the price of its product and service
high in order to encourage favorable perceptions among buyers, based solely on the
price. Usually, consumers with high purchasing power are the ones likely to buy Apple
products because they are expensive. Some middle- and upper-income consumers may
stop purchasing Apple products if the company makes its products cheaper. In other
words, the fact that Apple products are premium-priced is a reason why some users are
associated with the brand. With reference to the perceptual map, Apple products fall
within the high quality, high price section
Positioning
Since Apple products are high-end products, customers of the company’s products
are usually financially strong and willing to pay more for user experience.
Geographically, Apple’s prime target market includes Americas, Europe, Greater
China, Japan and Rest of Asia Pacific. The following are a list Apple’s target market;
 Middle- and upper-income consumers (Usually consumers with a high
purchasing power)
 Customers who enjoy using technology. These include people who take delight
in capturing moments.
 Students
 Professionals in media and designs
Targeting
VRIO of Apple
Core Competency
V
R
I
O
Research & Innovation
✓
✓
✓
✓
Sustainable competitive advantage
Marketing
✓
✓
✓
✓
Sustainable competitive advantage
Product Line
✓
✓
✓
✓
Sustainable competitive advantage
Product quality
✓
✓
✓
✓
Sustainable competitive advantage
Talented HR
✓
✓
✓
Competitive Parity
Brand Equity
✓
✓
✓
✓
Sustainable competitive advantage
Global Recognition
✓
✓
✓
Competitive Parity
Supply Chain
✓
✓
✓
Competitive Parity
Bargaining Strength
✓
✓
✓
Competitive Parity
Global sales and
Distribution
✓
✓
✓
Competitive Parity
Competitors and Collaborators
Competitors
• There are direct competitors like:1. Huawei
2. Xiaomi
3. Samsung
• Indirect competitors like:1. Oppo
2. Vivo
Collaborators
Some warehouse and retail shops it
help in Egypt as no entity for them in
here like:1. Vodafone
2. Tradeline
3. Orange
4. Etisalat
SWOT analysis
SWOT analysis
Strength
Weakness
1. Brand Value
2. Innovative products
3. Wide ranges of products
4. Design & technology
5. Expansion in services
6. Retail stores
7. Consumer focus
1. Expensive products
2. Limited advertising & promotions
3. Limitations
4. Limited product line
5. Tracking allegations
6. Fewer choices in phones’ design
7. Incompatibility
SWOT analysis
Opportunities
Threats
1. Loyal Customers
2. Widespread distribution network
3. Experienced professionals
4. Globalization
5. Employ Artificial intelligence
6. Accessories and gadgets
7. Growing reliance on technology
1. New competitors
2. Lawsuits
3. Technological changes
4. Supply chain disruption
5. Coronavirus outbreak
6. Backdoor protocol
7. Market penetration
PESTEL analysis
Pestel Analysis
Environment and Technological factors
Technological factors
•
•
•
•
•
There are several big competitors in the electronics market such as
Samsung and Google that offer competitive products. Recently,
Google has manufactured a payment app like Android Pay which has
the same functioning as Apple Pay. This thing erodes the uniqueness
of Apple.
Apple’s main revenue generated through specific segments like
smartphones and mobile accessories. Its different offerings like
Apple TV are not so popular among users.
Different android companies are giving tough competition to Apple.
The increase in demand for Android tablets and smartphones
continuously threatening the sales of Apple. Moreover, Apple is also
facing a reduction in the sales of personal computers.
As compared to android, Apple’s offering in terms of apps is very
limited. That’s why most of the users are moving to android
smartphones and tablets.
Apple’s system is vulnerable to cybercriminals which can damage the
integrity and reputation of Apple.
Environment factors
•
•
•
•
•
It is really a big issue for Apple to dispose of its non-working
electronic devices. it is difficult to dispose of these devices especially
those that contain lithium batteries, and it requires a huge sum. This
thing is problematic for Apple, and they are facing criticism from
environmental activists over this problem.
There are some other factors like pollution and waste also affecting
the brand’s name. Due to this problem, they have to face higher
manufacturing charges and regulations. This thing can break the
image of Apple. So, it is important for the company to address these
problems on a priority basis.
China is trying to limit fossil fuel and greenhouse gases which directly
results in an increase in manufacturing costs due to an increase in
electricity rates. This thing can damage the revenue game of Apple.
Due to strict climate change rules, this thing can affect the supply
chain network of Apple.
Increasing electricity prices in China can also break the infrastructure
of Apple.
Pestel Analysis
Economic and Political factors
Political factors
•
•
•
Due to rising charges of labor in China, this economic factor can
disturb the revenue system of Apple and the results is increasing
cost of products.
The declining income of middle-class people can also create a bad
impact on the profitability of Apple. It shrinks the Apple market and
market value.
The increasing exchange rate of the dollar can also create some
trouble for Apple in specific regions including China and Europe.
Economic factors
•
•
•
•
•
•
Apple has a big opportunity in regions like Africa. They love to use
branded products which offers a great opportunity for Apple. They
can target these countries in order to enhance their revenue game.
In order to derive sales, Apple can attract younger people who love
to use new technologies. This kind of strategy helps the company to
enhance its profitability.
The unconstructive criticism against costly and modern products
among users in the Europe and US.
The manufacturing plants in China can disappoint the sociallyconscious users in terms of quality. This thing limits the sales of
Apple.
The strong relation with China can also upset some users and
investors in different regions such as Europe and North America.
The political unrest with China can also create a bad impact on the
sales of Apple.
Apple faces huge criticism from big recording stars which can tarnish
Apple’s reputation and image globally.
Pestel Analysis
Legal and Social factors
Legal factors
•
•
•
•
Recently, Apple has entered the extremely regulated financial
services through ‘’Apple Pay’’. There is a chance this thing increases
the regulations from the government.
By providing financial services, there is a possibility that the company
could experience increased levels of lawsuits.
According to media reports, Apple is planning to enter automobile
manufacturing. In this way, they must face regulations and other
costs like insurance and court case.
Apple is heavily dependent on its software and music platforms
because these sectors are highly profitable. But this kind of
dependence makes the company weak in case of any emergency or
incident.
Social factors
•
•
•
•
•
.
•
Apple has a big opportunity in regions like Africa. They love to use
branded products which offers a great opportunity for Apple. They
can target these countries in order to enhance their revenue game.
In order to derive sales, Apple can attract younger people who love
to use new technologies. This kind of strategy helps the company to
enhance its profitability.
The unconstructive criticism against costly and modern products
among users in the Europe and US.
The manufacturing plants in China can disappoint the sociallyconscious users in terms of quality. This thing limits the sales of
Apple.
The strong relation with China can also upset some users and
investors in different regions such as Europe and North America. The
political unrest with China can also create a bad impact on the sales
of Apple.
Apple faces huge criticism from big recording stars which can tarnish
Apple’s reputation and image globally.
Market research
• Age Group:- 66.96 % of people who take survey are between 25-34 years.
• Education :- 88.6% are finished their education who have bachelor degree or higher.
• Residents:- 23.48 % are living in New Cairo and 30.34% in Nasr City.
• Smartphones :- 71.93% of people are holding Samsung phones or iPhone and 45.61% of the
people are holding iPhone.
• Income Range :- 70.71% of people gain more than EGP 5K in the month and 16.67 % of
people didn’t want to say which show a large part of people doesn’t feel comfort to tell.
• Change their phones:- 30.43% of people to change their smartphones after 3 years.
Customer’s profile
1. Punch Hole instead for camera instead of notch.
2. Fingerprint added to face ID as the problem of Covid-19, we are wearing mask that make the
face ID isn’t best solution to unlock the mobile.
3. Faster charger even if it is not included in the box but it will minimize the charging time.
4. To have line with lower cost than normal as iPhone lite as most of other companies make to
target the middle-income people.
5. The Bluetooth to have to transfer the files with others.
6. Have more applications in the app store.
What competitors of Apple give in the
Smartphones
Setting goals
Marketing Mix
the company continues to expand its product mix, creating the possibility of adding nonIT-related products in this 4P element. Apple Inc.’s main product lines are as follows:
1.Mac
2.iPhone
3.iPad
4.iPod
5.Apple Watch
6.Apple TV
7.Digital content
8.Software
9.Accessories
10.Cloud services
These product lines are associated with human resource utilization and business
processes based on product-based divisions.
9.1 Product
1. Apple uses the following pricing strategies:
2. Premium pricing strategy
3. Freemium pricing strategy
The premium pricing strategy involves offering products at a premium. In theory, a premium
is an amount that is applied in addition to the typical or common price. In this regard,
Apple’s use of the premium pricing strategy sets high prices for its products. For example,
in general, iPhones are more expensive than Samsung smartphones. Premium pricing
maximizes profit margins.
the company also uses the freemium pricing strategy. This strategy involves “free” and
“premium” pricing combined into a single strategy. In this freemium pricing case, some of
Apple Inc.’s products are free, but customers pay to access more, advanced, or better
features. For example, the company offers free 5-gigabyte iCloud storage.
9.2 Pricing
the company emphasizes the premium brand image and premium quality of its products. The
following communications tactics are in Apple’s promotional mix:
1.Advertising
2.Personal Selling
3.Sales Promotion
4.Public Relations
Apple marketing mix includes advertising, such as on Google’s digital advertising network and
on technology news websites. The company has agreements with various prominent websites
to advertise and promote Apple products. In addition, the company uses personal selling in the
form of Apple Store employees who provide product-specific information in the aim of
convincing store visitors to make a purchase.
9.3 Promotion
Apple business case involves company-owned locations, as well as other parties that the
company authorizes to distribute its products. The following places are included in Apple’s
distribution strategy:
1.Apple Store locations
2.Company-owned website and online stores for desktop and mobile
3.Authorized sellers
4.Telecommunications companies
Apple Store is a subsidiary of Apple Inc. that operates physical or brick-and-mortar stores
that sell the company’s products, along with related products from other manufacturers.
For example, these stores sell MacBook units, as well as peripheral devices from other
companies. In addition, customers can buy products through Apple’s website and online
stores for desktop and mobile. Customers can buy consumer electronics through the
company’s website.
9.4 Place
Implementation and
control
Reference