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Market Research Report: Apple Inc.
Unit 4 Marketing principles

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Abstract
Marketing is important function for the business organizations to identify, develop and satisfy
customers needs. Marketing process has various elements such as value proposition, marketing
mix, segmentation, targeting and positioning. In macro environment, political, economical, social
and technological environment of US have been discussed for Apple Inc. In micro environment,
suppliers, competitors, employees and SWOT analysis have analyzed. After this, market
segmentation, targeting and positioning strategy for Apple iPhone have been discussed. Further,
4Ps of marketing and extended marketing mix of Apple iPhone have been analyzed. Moreover,
differences in B2B & B2C marketing and domestic & international marketing have been
described.
Author Name:
Date:

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Table of Contents
Unit 4 Marketing Principles ............................................................................................................ 5
Introduction ................................................................................................................................. 5
LO 1.1 Elements of marketing process ........................................................................................... 5
LO 1.2 Benefits and costs of a marketing orientation .................................................................... 6
LO 2.1 Macro and Micro environmental factors ............................................................................ 7
LO 2.2 Market Segmentation........................................................................................................ 10
LO 2.3 Targeting........................................................................................................................... 11
LO 2.4 Influence of Buyer behavior ............................................................................................. 11
LO 2.5 Positioning ........................................................................................................................ 12
LO 3.1 Product Mix ...................................................................................................................... 13
LO 3.2 Distribution ....................................................................................................................... 13
LO 3.3 Price .................................................................................................................................. 13
LO 3.4 Promotion ......................................................................................................................... 14
LO 3.5 Extended marketing mix................................................................................................... 14
LO 4.1 Marketing mixes for two segments .................................................................................. 15
LO 4.2 Differences in B2B and B2C marketing ........................................................................... 18
LO 4.3 Difference between international marketing and domestic marketing ............................. 20
References ..................................................................................................................................... 23

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Unit 4 Marketing Principles
Introduction
Marketing is the management process that is responsible for identifying, anticipating and
satisfying customer requirements profitably. In this report, marketing process and marketing
strategy of Apple Inc. for its iPhone will be discussed. Along with this, organizational analysis,
market and industry analysis will be done with the help of suitable tools and techniques.
Additionally, marketing mix, segmentation, and targeting, positioning and extended marketing
mix will be described. Apart from this, differences in marketing of products and services for
customers and business organizations will be examined. Further, difference between
international marketing and domestic marketing will be discussed.
LO 1.1 Elements of marketing process

According to American Marketing Association (AMA), marketing is the activity, set of
processes for developing, communicating, delivering and exchanging offerings that have value
for customers and society.
Following are the main elements of marketing process:
Sponsorships: In this form of marketing, organizations spend some money that is
associated with the event or a sports program to achieve brand recognition. In this, organizations
display their brand names and logos alongside with the programs and events by mentioning that
the particular organization provided funding for this event or program. For example, PepsiCo
gives sponsorships in cricket world cup and other sports events.
Community: Community is a small social unit that has common values and beliefs.
Organization develops community for the welfare of public and positive brand image in the

6
minds of people. Organizational communities are formal and informal related to family,
incorporated associations, decision making structures and economic enterprises.
Marketing mix: It is the set of controllable marketing tools that the firm uses to generate
response in the target market. In this, 4Ps like product, price, place and promotion are included.
Segmentation: It refers to the process of dividing a market into different groups according
to the needs and characteristics of people. Segmentation is based on geography, behavior,
psychology and demographic factors.
Targeting: It includes select one or two segments according to attractiveness and
suitability of the product.
Differentiation: It is related to the creating a superior customer value through
differentiating the products and services from competitors.
Positioning: In this, companies offer their products and services to occupy a clear and
unique image in the minds of target customers.
LO 1.2 Benefits and costs of a marketing orientation

Marketing orientation refers to the implementation and completion of marketing concept.
Marketing oriented company is committed for valuing customers and their needs. Apple Inc.
uses product orientation marketing strategy by focusing on product quality. Company always
focuses on the innovation and technology of their products (Bowman and Gatignon, 2010). In
mobile phones, company has competitive advantage over the other mobile phone manufacturers.
It creates mobile phones with attractive and innovative features according to the needs and
requirements of the customers. So, Apple is considered as leaders in the field of technology.

7
Apples marketing strategy is based on the creating products for satisfying the needs of
customers. The company focuses on customers needs, so, it doesnt compete with price and set
their own prices because it delivers much more value to the customers. The company made the
marketing process simple (Ireland, Hoskisson and Hitt, 2008). It provides different and
innovative products to the customers according to their needs that cant be satisfied with
competitors products. So, customers attract and pay for Apples products. Thus, Apple gains
huge market share, large customer database and customer satisfaction in the form of benefits of
marketing orientation.
LO 2.1 Macro and Micro environmental factors

Macro environment analysis
In this, political, economic, social and technological factors are analyzed to understand
the business potential, future market position and influence on marketing decisions for Apple.
(Source: Lamb, Hair and McDaniel, 2011)
Political factors: In present, more than half sales of Apple products are from outside the
USA. The company has no control over various issues of the country such as terrorism, political

8
uncertainties and health issues that affect the marketing decisions of the company (Schneiders,
2011).
Economic factors: In present, the economic conditions of the USA are getting better. But
due to high inflation in economy, purchasing power of consumers is reduced that influence the
sales of Apples products (Housden, 2010). Further, currency exchange rate is volatile that
influence the marketing and business decisions of the company.
Socio-cultural factors: Company faced variety of issues such as environmental
protection, health and safety issues and various regulations and laws that influence the marketing
and business decisions of the company.
Technology factors: The demand for consumer electronic products is volatile due to fast
technological changes and tough competition in the market. But, Apple is the leader for
innovation and improvement in their products (Housden, 2010). Company has full control on the
innovation in personal computer and iPhone.
Micro external environment
In this, competitors, suppliers, customers are analyzed that are controllable by
organization but they have influence on marketing decision of Apple.
Competitors: There are various competitors in the market for Apples iPhone such as
Blackberry, HTC, Sony Xperia, Samsung and Motorola. The competitors and their products
influence the marketing decisions of Apple and its ability to sustain competitive advantage for
long time (Lamb, Hair and McDaniel, 2011). Competitors provide wide range of products with
different features and price range that make difficult for the company to gain maximum market
share in the mobile phone market.

9
Suppliers: Apple provides complex devices in the market and it has contracts with
different suppliers such as Hitachi Global Storage Technologies, Seagate and Western Digital to
make better negotiations and avoid shortage problems.
Customers: Apple provides innovative products for customers according to their needs,
so, customers want to pay high prices for its products. Apple had sold 270,000 units of iPhone in
the first week of launching (Apple Inc., 2013). Apples products are very popular, so, customers
have low bargaining power.
Micro internal environment
In this, internal situation of the company is analyzed through SWOT analysis.
Strengths Weaknesses
Innovation High price of products
Differentiation and diversification Lack of quality in new products
Customer loyalty Incompatibility of OS system
Strong financial performance Decreasing sales and market share
Brand reputation (Apple Inc., 2013)
Strong advertising and marketing
Opportunities Threats
Growth of smartphone market Fast changes in the technology
High demand of iPhone Price competition from Samsung
Obtaining new stake in mobile phone Growth of android OS
industry through acquisition Wide range of substitutes

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LO 2.2 Market Segmentation

Market segmentation is the process to divide the market on the basis of same needs and
characteristics of people (Tynan and Drayton, 1987). Apple launched a smartphone with the
name of Apple iPhone that has touch screen feature instead of normal buttons. Along with this, it
has voice calling, music, video, web browsers and many other advanced features. So, company
has segmented the market on the basis of size, growth, attractiveness and accesses the market.
Size: company has 51% shares of overall phone profits with contributing 22% in overall
sales. Apple has segmented the market according to income level such as high income level, mid
income level and low income level (Pham-Gia, 2009). In first segment, professionals, corporate
users, entrepreneurs and medical users are included who need smartphone for their busy
schedules and communicate with colleagues, friends and family. In second, high school, college
and graduate students are included who need a smartphone for email, messaging, social media
and other applications.
Growth: The overall mobile phone market grew by 5.6% and there is a trend to changing
from feature phones to smartphones. For android handsets, there are 52% global sales that were
only 25% in last year. The demand and need for smartpones are increasing in present time for
every people, so, this market has potential growth.
Attractiveness: In present, Apple has controlled 42% of high end smartphone market
through its product line iPhone series. Company wants to launch a new and less expensive
model to attract new customers who want to use iPhone but cannot afford the phone due to its
high prices.
Access: Company can target the market according to the easy access and convenience.
Company provides its products through Apple stores and online retail stores. So, company can

11
segment the market on the basis of this strategy. For online customers, company can provide
offers and other discounts while for Apple stores customers, company can provide after sale
services and guarantees.
LO 2.3 Targeting
On the basis of above segmentation, company should target high income level group
including professionals, corporate users and entrepreneurs. Along with this, company should
focus on youths who want smartphone for their high life style (Schneiders, 2011). Company
should target on western countries also due to its modern and advanced culture that supports the
features of iPhone.
LO 2.4 Influence of Buyer behavior
Influences that affect the behavior: The fashionable design, powerful functions, other
available products, brand image, income, good brand equity and friends and families influence
are main factors that influence the marketing activities and buyer behavior regarding this product
(Kotler, Armstrong, Harris and Piercy, 2013).
Level of involvement: Along with this, the needs of professionals and corporate people to
keep in touch while travelling and outside the office, record and update information and do all
functions of a computer in hand influence their buying decisions. So, in this product, the level of
involvement of customers is high. Thus, involvement factor influences the buying decision of the
customer for Apples iPhone.
Decision making process: In the decision making process, needs, research of market,
peers and familys opinion are considered that influence the buyers decision making process.

12
The views and opinions of peers and family members influence the decision making process of
buyers regarding the smartphones.
LO 2.5 Positioning
Apple should position its iPhone as flexible, advanced, value added device and
convenient for corporate people and professionals. Apple is a strong brand that is popular for its
innovation and technology advancement, so, company should not focus on technology for
positioning iPhone (Schneiders, 2011). Company should promote this product as convenient
device that is useful in communication, entertainment and internet access.
Marketing plan
For the growth and business expansion, there are four strategies available that are shown
in below diagram.
Ansoff Matrix
(Source: Kotler, Armstrong, Harris and Piercy, 2013)

13
Above these strategies, market development strategy is suitable for Apples iPhone. This
mobile is popular in USA, so, company could use different marketing strategies for selling its
existing products in new markets. To achieve this, company can expand in other geographical
area. By expanding business into foreign market, company could gain new customers and
opportunity to increase market share. So, there is marketing mix for Apples iPhone in new
market China.
LO 3.1 Product Mix

Apart from big touch display screen, WIFI and Bluetooth, company provides location
based services. It is value added service for customers that is related to health, indoor object
search, work, entertainment and personal life (Mohr, 2011). Along with this, company uses
simple, smart and environmental friendly packaging due to consumption of low packaging
material. Company provides Chinese style adaptor with each phone to satisfy the customers. So,
with this product offering, company can sustain competitive advantage over the competitors.
LO 3.2 Distribution
To provide this product for customers conveniently, company can adopt three strategies.
Increase online availability of product and use third party logistics
Cooperate with local telecommunication service providers
Increase the number of Apple stores and dealers in major cities of China
LO 3.3 Price
Pricing is a strategy or approach to achieve organizational and marketing objectives.
There are various types of pricing such as penetration, captive, skimming, psychological,

14
professional, differential and promotional pricing (Schneiders, 2011). In Chinese market,
captive, skimming and psychological pricing would be used according to the products.
Product Strategy Pricing
iPhone 3Gs Penetration Captive and Psychological Pricing
iPhone 4- 8 GB Penetration Captive and Psychological Pricing
iPhone 4s 16 GB Growth Skimming and Psychological Pricing
iPhone 4s 32 GB Growth Skimming and Psychological Pricing
In captive pricing, products would be sold at low cost but profits could be gained through
application in Apple store. In skimming, product is launched at high prices, then after the
changes in demand, prices are reduced. It would help to earn premium profits and develop an
image of quality and prestige. In psychological, prices would be set according to lucky numbers
such as 999.99 and 888.88 that are acceptable and have special meanings in Chinese market.
LO 3.4 Promotion
To attract the customers for iPhone, Apple would use online marketing, advertising, public
relations and promotional campaign. Company would use mass media advertising through
issuing advertisement in TV, Magazines and newspapers (Mohr, 2011). Company can use
promotional campaign to promote its iPhone in Chinese market.
LO 3.5 Extended marketing mix

Three extra Ps have been added in marketing mix due to large contribution of service
sector in economy. The three Ps of iPhone are:

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Physical evidence: In this, company would provide attractive and helping environment at
its stores. Along with this, it has attractive websites and online stores that provide complete
information about iPhone.
Process: In this marketing mix, processes for identifying customer needs, processes for
distributing and delivering iPhone, processes for handling their complaints and processes for
managing their orders for iPhone are included (Pham-Gia, 2009).
People: People or employees are the mirror of organizational culture. So, company would
hire and train its employees for proving effective customer service at Apple stores. Its sales
people and customer interfacing personnel interact with customers through pleasant and friendly
manner. They follow welcome and have a nice day approach to develop relations with
customers.
LO 4.1 Marketing mixes for two segments

Product: For high income level and corporate users, company should provide Mac OSX
applications, wireless network, record keeping facility and instant mail services. For youths and
students, it should provide fashionable design, TV shows, music, video, social networks, internet
and PDA services.
Price: For corporate users, company can use skimming pricing and for students and
youths, company could use captive pricing strategy. Professionals and corporate users not
consider price so much while students have concerned about the price of the product.
Place: Company should provide iPhones for both segment customers through online
stores, Apple stores, contracts with third party and local telecommunication service providers.
Company should provide iPhones for both segments at easy and convenient way.

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Promotion: For promoting the product in demographic segment, company should use
advertising through broadcasting and print media, online marketing, public relations, direct
marketing and internet marketing. On the other hand, for youth and students, company should
use promotional campaigns, special events such as sponsorship of teams and programs, sales
promotional tools like coupons, discounts, contests as promotional tools. Along with this,
company can use social media as an advertising and marketing tool that is popular among
youths.
Conclusion
On the basis of above discussion, it can be concluded that Apple is leading company in
consumer electronic goods and it is popular for its innovation and quality products. Company has
simple and effective marketing strategy that helps to attract customers and increase market share.
In the USA, company has executed all opportunities of business, so, it wants to expand the
business in foreign countries. China is suitable market for its iPhone due to largest mobile phone
market. In USA, company targets two segments like corporate users & high income level
(demographic) and youths (psychographic) for its iPhones. Through strong marketing mix and
marketing strategies, company would gain success in Chinese market.
Recommendations
In the product strategy, it is recommended that company should change in its strategy and
allow cross sharing of iPhone operating system (iOS). Company faces big threat from Googles
Android operating system that is growing fast and eat large market share because of affordable.
If the company would not adopt this strategic change early, then other mobile phone
manufacturers would change their operating system from android to iOS because people want to

17
use iOS but they cant afford the prices of Apples iPhone. Apart from this, company should try
to provide low cost products for middle income level group and others.
Marketing Budget
Strategy Resources ($) Timescale (days)
Design a product 10,000 60
Set price 1000 10
Develop distribution channels 5000 20
Promotional tools 5000 30

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LO 4.2 Differences in B2B and B2C marketing

Marketing for business to business (B2B) and business to consumers (B2C) is different.
For Apple, the basic principles of marketing remain same but the marketing mixes can be
changed when moves to target businesses rather than consumers. The marketing for businesses is
more complex and lengthy process because it is based on logic while consumer marketing is
based on emotions (Barschel, 2007). Along with this, marketing for businesses is differ from
marketing to customers because of few number of customers, large order size, high value of each
customer, focuses on long relationship, complex & lengthy purchasing process and complex
value proposition. The business to business marketing is more expensive and time consuming as
compared to business to customer marketing.
Following are the differences that company would face if it markets its product for
business organizations:
Buyer Behavior
In consumer marketing, emotion plays important role while in marketing for businesses,
emotions are less important. For businesses, purchasing decisions are task oriented and based on
logic and less emotional (Miller, 2012). Business organizations focus on product features that
provide quality and productivity.
Relationship with customers
In consumer marketing, Apple targeted large audience through mass media and
advertising. Company interacts with customers through advertisement, sales people and
promotional campaign. In contrast, marketing for business organizations, company should
involve in meetings with the buyers before sales contract. In these meetings, they negotiate the
prices, other terms and conditions and develop confidence and trust for each other (Leake,

19
Vaccarello and Ginty, 2012). This process takes time and money but provide strong brand
loyalty and long term relationship with business customers.
Communication methods
The selling process for business customers is more complex and long as compared to
customers. At the same time, business marketing requires shorter and direct communication and
distribution channels. In marketing for business, small budgets are required for promoting the
products (Miller, 2012). Generally, direct marketing and trade publications are used to inform the
business organizations about the product.
Purchasing process
In business marketing, purchasing process is complex and it takes months to complete the
process. While regular customers have short purchasing process, they can take decisions in few
days or few minutes.
Customer value
The value of a customer is higher in business marketing than a value of a customer in
customer marketing. It is because marketing of business includes higher cost of sales and higher
chances of repeat sales from same customer (Barschel, 2007). On the other hand, the chances of
repeat sale are fewer in marketing for customers.
Size of the market
In marketing for business, the size of the market is small including few thousand business
customers. At the same time, the size of market is large and broad in customer marketing
including thousands to millions of potential customers.
So, the marketing to business is different from marketing to customers. If Apple wants to
market its iPhones to business organizations, company should focus on the logic of the product.

20
Company should provide in-depth information about the product because business customers are
information seekers. Company should use direct marketing that saves time, money and resources
and develop long term relationships.
LO 4.3 Difference between international marketing and domestic marketing

Domestic and international marketing have same fundamental marketing principles. In
globalization, the boundaries of countries are shrinking at fast, so, companies are doing business
from local market to different parts of the world. In domestic marketing, marketing strategies are
developed to attract and influence customers within the boundaries of a local country (Brady,
2010). While, in international marketing, there are no boundaries of a country for a company,
they can target customers at worldwide and develop marketing strategies globally.
In global marketing, companies have to adopt different marketing strategies for different
countries due to their culture, legislation and laws. Some countries prevent to enter foreign firms
in their country to reduce competition in local market and protect inefficient domestic firms
(Doole and Lowe, 2008). On the other hand, firms go abroad to gain new opportunities and
expand the market globally. So, here is marketing mix for the companies in internatio nal
marketing that is different from domestic marketing.
Segmentation
In the global market, firms can segment the market into different groups according to
similarities like geographical factors, cultural factors, individual characteristics and demographic
segmentation (Onkvisit and Shaw, 2004). Segmentation is helpful for the companies to serve in
the global market with single product. Apple should segment the market according to behavioral
and demographic factors and target suitable market for its iPhones.
Positioning

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It is challenging for the companies to position a product in international market. In global
market, there are two types of positioning such as high tech and high touch products. So, Apple
would face the challenge in global positioning to adjust its products with the specific demands of
a country and sustain competitive advantage while maintaining global brand image and cost
savings (Doole and Lowe, 2008).
Product mix
Culture plays important role in the desires and needs of a customer. Through
customization, firms offer a unique product in each country according to their culture and
demands of customers. For example, Apple provided a Chinese adapter with iPhones in Chinese
market.
Price mix
In international marketing, pricing decision is critical because it includes trade barriers,
differences of currencies, longer distribution channels and additional cost (Brady, 2010). But
before setting the price, company should know the demands and income level of target market.
The pricing policy should be aligned with the organizational objectives also.
Place mix
In international marketing, distribution of goods to end users is important and challenging
task. Company can distribute its products directly through own Apple stores or contact with local
companies to perform the distribution services. It is more beneficial to take the help of local
distribution companies to distribute the product in their countries.
Promotion mix
International advertising is different from domestic advertising. In this, companies use
same brand name and global themes to target customers in more than one country. Through

22
standardization, company can develop a global brand image across the world and achieve
economies of scale (Brady, 2010). If there is any issue in any country related to advertising, then
company should change its advertising according to culture of country.

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References
Apple Inc. (2013) [Online]. Available at: http://www.apple.com/ [Accessed 27 July, 2013].
Barschel, H. (2007) B2B Versus B2C Marketing - Major Differences Along the Supply Chain of
Fast Moving Consumer Goods (FMCG). Germany: GRIN Verlag.
Bowman, D and Gatignon, H. (2010) Market Response and Marketing Mix Models: Trends and
Research Opportunities. USA: Now Publishers Inc.
Brady, A. L (2010) Essentials of International Marketing. USA: M.E. Sharpe.
Doole, I and Lowe, R. (2008) International Marketing Strategy: Analysis, Development and
Implementation. USA: Cengage Learning EMEA.
Graham, H. (2008) Marketing Strategy And Competitive Positioning, 4/E. South Africa: Pearson
Education Inc.
Housden, M. (2010) Marketing Information and Research. USA: Routledge.
Ireland, R. D., Hoskisson, R. E and Hitt, M. A. (2008) Understanding Business Strategy:
Concepts and Cases. USA: Cengage Learning.
Kotler, P., Armstrong, G.M., Harris, L and Piercy, N. (2013) Principles of Marketing. South
Africa: Pearson Education, Limited,
Lamb, C. W., Hair, J. F. and McDaniel, C. D. (2011) Essentials of Marketing. USA: Cengage
Learning.
Leake, W., Vaccarello, L and Ginty, M. (2012) Complete B2B Online Marketing. USA: John
Wiley & Sons.
Miller, M (2012) B2B Digital Marketing: Using the Web to Market Directly to Businesses. South
Africa: Que Publishing.

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Mohr, J. (2011) Marketing of High-Technology Products and Innovations. South Africa: Pearson
Education Inc.
Onkvisit, S and Shaw, J. J. (2004) International Marketing: Analysis and Strategy. USA:
Routledge.
Pham-Gia, K. (2009) Marketing Strategy of Sony for Portable Audio Device Business. Germany:
GRIN Verlag.
Schneiders, S. (2011) Apple's Secret Of Success - Traditional Marketing Vs. Cult Marketing.
Germany: Diplomica Verlag.
Tehrani, N (2008) Contemporary Marketing Mix for the Digital Era. UK: AuthorHouse.
Tynan, A. C and Drayton, J. (1987) Market Segmentation. Journal of marketing management,
2(3), p. 301-335.

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Market Research Report: Apple Inc.

Unit 4 Marketing principles

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Unit 4 Marketing Principles

customers and business organizations will be examined. Further, difference between

international marketing and domestic marketing will be discussed.

LO 1.1 Elements of marketing process

for customers and society.

Following are the main elements of marketing process:

Sponsorships: In this form of marketing, organizations spend some money that is

gives sponsorships in cricket world cup and other sports events.

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incorporated associations, decision making structures and economic enterprises.

to the needs and characteristics of people. Segmentation is based on geography, behavior,

psychology and demographic factors.

Targeting: It includes select one or two segments according to attractiveness and

suitability of the product.

Differentiation: It is related to the creating a superior customer value through

differentiating the products and services from competitors.

unique image in the minds of target customers.

LO 1.2 Benefits and costs of a marketing orientation

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LO 2.1 Macro and Micro environmental factors

(Source: Lamb, Hair and McDaniel, 2011)

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influence the marketing and business decisions of the company.

Socio-cultural factors: Company faced variety of issues such as environmental

and business decisions of the company.

innovation in personal computer and iPhone.

Micro external environment

In this, competitors, suppliers, customers are analyzed that are controllable by

organization but they have influence on marketing decision of Apple.

share in the mobile phone market.

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make better negotiations and avoid shortage problems.

have low bargaining power.

Micro internal environment

In this, internal situation of the company is analyzed through SWOT analysis.

Innovation High price of products

Differentiation and diversification Lack of quality in new products

Customer loyalty Incompatibility of OS system

Strong financial performance Decreasing sales and market share

Brand reputation (Apple Inc., 2013)

Strong advertising and marketing

Growth of smartphone market Fast changes in the technology

High demand of iPhone Price competition from Samsung

Obtaining new stake in mobile phone Growth of android OS

industry through acquisition Wide range of substitutes

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LO 2.2 Market Segmentation

and other applications.

every people, so, this market has potential growth.

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services and guarantees.