A Study on Marketing Strategies of Apple

Abstract

Apple Inc. is an information technology company with a wide range of products which include cell phones, computers, tablets, television products and wearable devices. According to Aljafari (2016), “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 and has 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. Apple’s mission is committed to providing the best innovations and technologies in the world. The company is also committed to protecting the environment, to ensure good health and safety of the company’s employees, customers and the global communities where they are established (Capilla, 2011). However, the company is dealing with image issues after attention was drawn on the unsafe working conditions in some of its factories in china (Chong, 2018). Therefore, this report highlights an important marketing plan that will help Apple resolve its management and marketing issues. Apple segment its customer base based on the combination of segmentation strategies, it uses Behavioral, demographic & psychographic factor in segmenting the market. Similarly, it uses nice & differentiated targeting strategies to be a top player in the smartphone market despite having expensive products as compared to other players like Samsung, LG etc.