Strategy maeketing report

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Apple’s is one of the globally recognized technology companies with a growing reputation globally. Its marketing strategy has been laid out through a series perfectly executed business plans and marketing strategies. This has enabled Apple stands out as major players not only in the computer and music sectors but also in the telecommunications sector. Apple marketing strategy, therefore, cuts across all the company’s three Strategic Business Units which includes; Telecommunications unit, Computer unit, and Video or Music unit. This paper, therefore, highlights Apple marketing strategies for the period between the years 2015 to 2020, which is meant to boost its sales for its IPhone products.

Strategy development

Due to the company’s global reputation, the company marketing strategy will be based on the company’s distribution channels which include; own store retailing market, online store, and third-party sellers. This marketing strategy is meant to help the company avoid difficulties relating with big-box sellers (Weinstein 2004). On the other hand, this marketing strategy is meant for the company to foster a stronger relationship in its unique product distribution which creates customer satisfaction and loyalty. On the other we will ensure that these stores are strategically located in high-traffic quality shopping malls. This is caused by the fact that malls have reflected a high buying experience over the past few years this, therefore, ensures that the IPhone product is right within the target market range (Gentier 2012). The other marketing strategy that I would take up in order to promote the sale of its IPhone product is providing repair and after sale services. This meant to give the company’s IPhone product a more memorable product experience use which would retain its current users and potential new ones.

Market objectives

Apple’s IPhone product, market Objective includes removing common middlemen disruptions and enables the company to sell the products directly to the buyers. The other market objective for the company concerning its IPhone product is to continue to create ground-breaking products (Moslehpour and Huyen 2014). Apple products are known as trendsetters in the market the company, therefore, intends to continue with this attribute in order to set its self apart from its competitors. The other market objective for the company is to embrace innovation and dictate strides towards future technology through manufacturing high-tech phones with exemplary features in order to attract more buyers (IPhone and apps; brand management and marketing aspects of Apple’s iPhone and associated applications software (“apps”), 2011).

Product Market strategies

One of the product markets to take up for the company’s IPhone product market strategy is to come up with a phone product with more features. This is meant to capture the product market of individuals who use their phones for carrying out many functions. For instance diary entry, sending emails and setting reminders. In this case, the IPhone product would serve business people or those with tight schedule perfectly enabling them to send an email and set reminders as per their schedules. The other product market strategy is to increase the IPhone product advertisement globally (Ismail 2012). Since the company is a globally reputable company, it will use its popularity to steer its IPhone product advertisements. In this case, we will use network operators to advertise on our behalf; we will come up with requires advertising policies to our network operator suppliers in order for them to get the IPhone supplies form the company (Hitchner 2008). These policies will include strict branding restrictions which will help in advertising the product on our behalf. In this care, strict restrictions will be placed where if the operators do not abide by these policies they will be forced to pay a fine and the company will also not prioritize them in their stock distribution process (II, C.A.D., and Gregorius B2010).

Segmentation, Targeting and Position strategies

Apple’s IPhone Segmentation focuses on the following demographic variables- age, life stage, socioeconomic- income, country of birth, education, psycho graphic-personality, lifestyle, and occupation. In this case, the demographic variables will help us in identifying the needs and buying behavior of various product markets (Wooldridge, D. and Schneider, M 2011). In this case, this helps us in knowing the market type of targeting depending on their wants and needs. This segmentation will enable us to divide the IPhone product market as it also helps us in understanding the product type to deliver in order to achieve the population’s needs and wants (Weinstein 2004). Segmentation also helps us in market targeting since we are knowledgeable of the market needs, wants, behaviouristic variable and psychological variables attained from segmentation. In this case, we will be able to come up with the best product fitted for each of the segmented markets. Market positioning is also generated from market segmentation and targeting (New product strategy, structure, process, and performance in the telecommunications industry 2005).

Customer value creation mix

Apple customer value creation can be achieved through producing quality products. In this case, the company will ensure that all the products go through a standard check before being delivered to the market. This will help in noting the default products, therefore, ensuring that the buyers get the best quality products. Customer value creation can also be achieved by the provision of after-sale services to the IPhone product buyers (Strouse 2004). This entails shipping the products to the buyers in the shortest time possible. This will ensure that the company retains its current market and also attract more.

Strategy implementation

This marketing strategy will be implemented through increasing the number of the company’s own store retailing market, online store, and third-party sellers. This will strategically help the company avoid the use of middlemen which quite risky and also prevents the company from having a personal touch with its market. On the other hand, the company will ensure that its advertising strategy is implemented by coming up with the advertising policy for its suppliers where they will be required to advertise the product in order for them to get stock from the company (Weinstein 2004). The implementation of the company strategy, on the other hand, will include market segmentation, targeting, and positioning. In this case, the company will conduct a market research identifying the products different market buying behaviour, age, needs and wants. This will, therefore, determine the company’s marketing strategy (Friedman 2002).

Resource allocation

Human Resources

Experience managers

Skilled sales and advertisement employees

Expert junior employees

Skilled manufacturing plant employees

Skilled fiancé and accountancy employees

Financial resources

Banks loans


Government Loans and Grants

Crowd funding

Investors funding


Company investments


Physical resources

Logistics infrastructure




Physical product stores

Intellectual resources


Listing of potential clients, suppliers &Investors

Influential brans to partner with in the advertising and sales process

Copy writes:

Company sales and advertisement agencies

Company secrets:

List of company strategies and focus

Patents :

Utility, design, Plant and reissue patents,

Social Resources

Political connections; board members

Support network; investors

Key advisors

company Patrons

Influential leaders


Personnel to carry out the tasks

Time line

Increasing the number of the company’s own store retailing market, online store, and third party sellers.

Experience managers, Expert junior employees, Skilled sales and advertisement employees

A period 3 –4 years

Project starts on 4th Jan 2016 runs until 5th June 2019

ensure that its advertising strategy is implemented by coming up with the advertising policy for its suppliers

Skilled sales individuals, junior employees

A period of 3 years

Project starts on 3rdJan 2017 runs until 5thFebruary 2020

market segmentation, targeting and positioning

Skilled sales individuals, junior employees

A period of 2 -3 years

Project starts on 5thJan 2016 runs until 5thApril 2020


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Gentier, A. 2012 ‘Firms strategies on e-payments market: From breaks to Convergence?’, International Business Research, 62, p. 43. doi: 10.5539/ibr.v6n2p43.

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II, C.A.D. and Gregorius, B. 2010 ‘Auction characteristics, seller reputation, and closing prices: Evidence from eBay sales of the iPhone’, International Journal of Electronic Business, 82, p. 170. doi: 10.1504/ijeb.2010.032094.

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Ismail, A.R. 2012 ‘Understanding the factors that affect the adoption of innovative high-technology brands: The case of apple iPhone in Malaysia’, Journal of Global Marketing, 254, pp. 226–239. doi: 10.1080/08911762.2012.753564.

Moslehpour, M. and Huyen, N.T.L. 2014 ‘The influence of perceived brand quality and perceived brand prestige on purchase likelihood of iPhone and HTC mobile phone in Taiwan’, Research in Business and Management, 11, p. 62. doi: 10.5296/rbm.v1i1.4882.

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Strouse, K.G. 2004 Customer-centered telecommunications services marketing. United States: Artech House Publishers.

Weinstein, A. 2004 Handbook of market segmentation: Strategic targeting for business and technology firms. 3rd edn. New York: Haworth Press.

Wooldridge, D. and Schneider, M. 2011 The business of iPhone and iPad App development: Making and marketing Apps that succeed. 2nd edn. New York, NY: Distributed to the book trade worldwide by Springer Science + Business Media.