Name:
Task: Apple Inc
Marketing principles help in giving critical information about the marketing process as well as investigative the decision range which an organization is supposed to make in order to sell its products or services. In the market environment, product and service providers should always focus on giving the best services to their customers in an attempt of attracting more consumers who are key to the improvement of the business revenue. This essay investigates the marketing principles which are use in the Apple inc leading to the growth of the company’s business. The kind of products offered by the business are based in the world of technology specifically in the design, development, and sale of consumer electronics, online services and online services. The company has a variety of hardware products which include the iPhone smartphone, iPad tablet computer, iPod which is a portable media player, Apple macbook smart compupter, apple television, and the apple speakers. The company offers sofrwares to its customers ranging from the macOS, iOS, iTunes, Safari web browser, iLife and iWork productive suites. The online services offered by the company include iTune store, Mac App store, apple music among others.
Integrated marketing communcation
Offering this products to a market needs a marketing strategy which is essential to the general success of the business. The Apple is has established a communication channel which provides stances towards individual elements of the market communication mix. This is achieved through advertisements, sale promotions among others. An enterprise should be professionally developed to scale higher than potential competitors who have colonized the market. To ensure that the products reach the target market, integrated marketing communications should be applied. Keeping healthy communication to key stakeholders of the Apple Inc. increases the appropriateness of the business in the environment it is exposed in. Key stakeholders of the business having the necessary information enables a business to scale higher venturing into new markets in the businesses external environment (Chen, May 11th, 2015). Stakeholders should have necessary information analyzed from the market in order to Help them in determining the best strategy to use in order to win the potential customers.
Marketing communication objectives
Marketing communications objectives should focus on improving a business to high revenue status. The consumers in the target market should be provided with important information about the products which a market offers. Proper communication vessels should thus be used to ensure that the information reaches a large group of targeted potential customers.The Apple Inc has invested in a variety of online platforms and websites which help in distribution of the company’s products to the target market grounds. The products in the websites are segmented in relation to their price and product type. The company has invested in the production of quality products which the market force has been made to believe thus ending up paying more money to acquire the products (Chen, May 11th, 2015). The company has embraced social media marketing of its products which has resulted to increased returns in the company’s revenue.
Promotion mix
Sale promotions in the apple Inc represent short-term incentives which are commited to consumers who purchase the company’s products. Promotions in business are essential because they act as drivers to the enterprise in goal realization. Promotions are essential because they attract product consumers who are key to the success of the business in the long run. In the promotion mix, activities involved will vary according to the kind of product being championed in the market. Presentation and promotion of products through advertisements include a wide variety of platforms like radios, televisions, billboards, brochures, poster and mobile applications which help passing the company’s information to the target market. Improving product availability in the market can be done through sale promotions. Proper promotions help in increasing public relations of the products which a market provides. In ensuring that the products from the company earn market promotion, the company focuses on offering free gifts which was witnessed from the years 2008-2014. This increased the consumer knowldge of the products which the company produces thus creating market awareness. The company has established itself to be for the sofisticates in the society so it rearly offers sale promotions marketing techniques (Kif ,Dec 3rd, 2016). The Apple store has a point of sale of the compamy’s material wherre consumers are given a chance to interact with the Apple products.
Media strategy
A business should apply a media strategy which helps it reach the targeted product consumers. Improving the media strategy is essential because reaching the target audience is essential in the general improvement of the conversation rate in a market. Apple embraced social media in 2016 following the launching of its oficial social media platforms like the Twitter and a verified Facebook page. Apple runs a variety of music related social accounts but the company has considered venturing in to the creation of its own social music related account. This should however be guided by the market demographics and the anticipated effects on the products sale improvement if the whole process is a success. In media strategy, there are key elements to consider which are closely related with the identification of the target market. Apple takes advantage of advertisement tools to promote its products in the market. In the adverts featuring the iPhone 7 specific details about the smartphone are given which proves to the consumer that the phone is better than older iPhone series (Higgins & Bost, 2014). Venturing in social media has helped the Apple Inc to get complains from product consumers which are then considered in future developments to provide the desired product.
Part 2
B2B marketing
B2B marketing is a critical component which determines the future of the business. This strategy relies on basic principles used in consumer marketing. The difference which comes in is the way of execution of the strategy. Apple has grown to become a valuable product company in the world. This has been contributed by its credibility in the engineering and design of its products.The company’s credibility is derived from the innovative team which has been developing quality from time to time. The company has only focused on the things that matter, by giving priorities to the consumer preferences in the design and manufacturer of products and service provision. The company has distiguished itself from other competitors by ensuring that regardless of the reduced resources the little they do is of top quality. Increasing the quality of existing customer has been key to the company as opposed to finding new service/product consumers (Winston, May 20th, 2016). The company has given its consumers a reason to admire its products and services by ensuring all its products are user friendly.
Segmenting B2B markets
The Apple segmentation, positioning and targeting are the core values which are linked with the products from the Apple Inc. Segmenting B2B markets is critical in attempts of satisfying the consumer needs. In order to satisfy the need of a service consumers, different strategies can be used which help in identification of the needs of the market. Marketing of products is all about proper segmenting. Products of the same make from different manufactures should be displayed to consumers in district segments. This helps consumers in choosing the most preferred product brand which is assumed to be stable in the market. Dividing the target market/populastion according to specific characteristics has helped in determining the marketing grounds for products. Proper consumer segmentation is based upon the demographic data, lifestlye, occupations, and well as regions (Dudovskiy, March 6th, 2017). This can be analsed to determine the regions which the products should be supplied in high numbers as opposed to low consumption regions.
Marketing Information systems
Marketing Information Systems is a key driver which Help the online fashion retailer to determine the best marketing decision. Analyzing the information gathered from the market is critical to the development of an enterprise. In marketing of the company’s products the preferences and culture of the market should be analysed. Apple has most of its products bought buy the local market in the United States. This means that product development should link with the changes in the American society.Ensuring strategic marketing of products is key to the general development of a company to achieve economic success. Apple Inc has considered the information obtained from its market which has helped in the develpoment of the company to its current world status (Dudovskiy, March 6th, 2017). The company has an innovative team which add favourable feratures to the products from the company making it scale higher.
Matrketing metrics
To determine the business perfomance of the Apple Inc., indicators can be used to show the overal achievements within the company’s business activities. The success of any business is closely linked with its marketing abilities. The apple Inc marketing metrics are measured on financial, behavioral, memory, physical availability, and consumer profile. In the recent years apple sale have been declining following the increasing competition from potential product/service providers. This call for increased innovations to capture the market attention for the Apple Inc products. Behavioral metrics of the company specfically the Macbook sales have declined this is linked with competition. The apple products are not phsically available in many regions giving the company an opportunity to venture in to counter the competition witnessed from other brands like Samsung and lenovo.
Referernces
Chen Liyan (May 11th, 2015). The worlds largest tech Companies: Apple beats Samsung, Microsoft, Googlee. Forbes.
Higgins T., & Bost C. (2014). Apple Inc. Market tops US$700B. Financial post.
John Dudovskiy (March 6th, 2017). Apple segmentation, Targeting and positioning.
Kif Lewwing (Dec 3rd, 2016). Apple needs to hire some teens to help with its social media strategy.
Winston Crawford (May 20th, 2016). Sale lessons companies can learn from Apple.
