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EVALUATE THE EFFECTIVENESS OF APPLES APPLICATION OF THE MARKETING MIX WITHIN THE UK MARKET

Extracts from this document...

Introduction

"EVALUATE THE EFFECTIVENESS OF APPLE'S APPLICATION OF THE MARKETING MIX WITHIN THE UK MARKET" By: Kiran Atwall October 2008 TABLE OF CONTENTS Introduction ........................................................ Page 3 Introduction to Apple ...................................... Page 4 iPhone 3G ............................................................. Page 5 Employees .................................................................. Page 6 Business Organisation........................................... Page 6 Apple's Mission Statement ................................. Page 6 Markets and Distribution ................................. Page 7 Competition.............................................................. Page 9 Apole and the Global Environment ................... Page 10 Theory of the Marketing Mix ............................. Page 12 My understanding of the Marketing Mix........ Page 15 Market Research....................................................... Page 16 Conclusion...............................................................Page 24 Recommendations................................................... Page 25 Bibliograpghy.........................................................Page 28 INTRODUCTION TO THE COURSEWORK For this case study I am going to conduct some research on the company Apple Inc. Mostly by using their website, their Report and Accounts and Financial Websites. I will apply the Boston Matrix and the 4 P's to Apple Inc. In order to come to a conclusion and make reccomendations, I have also conducted some Market Research. Finaly I will conclude and evaluate my work and by using all of the above I will be able to Evaluate The Effectivness Of Apples Application Of The Marketing Mix Within The UK Market. INTRODUCTION TO APPLE Founded Apple Inc. designs, manufactures and markets personal computers, portable music players and mobile communication devices and sell a variety of related software, services and networking solutions. The Company sells its products worldwide through its online stores, its retail stores, its direct sales force, and third-party wholesalers, resellers, and value-added resellers. Mac, iPod and iPhone compatible products including application software, printers, storage devices, speakers, headphones, and various other accessories are available through its online and retail stores. The Company sells to education, consumer, creative professionals, business, and government customers. Apple inc. was founded on April 1st 1976, by two men named Steve Jobs and Steve Wozniak of which Steve Jobs is now the companies' chief executive. Apples corporate headquarters are based in 1 Infinite Loop, Cupertino, California and it currently has 250 stores globally. ...read more.

Middle

For example if a business is targeting families or young children it would place its store in convenient places like the high street, or if a business targets people with high incomes it would position its shops in places like Oxford street or Bond street These four elements are often referred to as the marketing mix, which a business man can use to create a marketing plan. The four Ps model is most useful when marketing low value consumer products. MY UNDERSTANDING OF APPLE'S APPLICATION OF THE MARKETING MIX Product With all of apples products, Macs, iPods, iPhones etc it is clear that style is one of apples main priorities. Every time a product is updated they will look more pleasing and stylish than its predecessor, attracting the eyes of people, young and old, willing to buy the products. These are big selling points in the market. Apple made sure that all of their products were unique in every single way and sometimes the first of its kind. Apple saws a gap in the market and bought out iTunes music download service. To prevent iPod owners from using any other download service Apple made it compulsory to have iTunes in order to put songs on to the iPod. Apple use its knowledge of the markets wants and needs to produce a product that meets customers wants meaning that each product sells more than the last. Apple concentrate on improving their most successful product, Apples most recent successful product was the iPhone. Apple did not hesitate to bring out their newer version, the iPhone 3G as soon as they possibly could to satisfy the needs and wants of their customers. Apple has made all of their products very stylish and equally important easy to use. Price Apple Inc chooses to base their pricing on that of the market and their competitor's prices. This is evident as iPod prices are all very similar to the prices of other competing brands such as Creative. ...read more.

Conclusion

To increase market share Apple need to ensure that their products features are maintained at the high level that customers expect. * To attract new customers Apple may need to bring in a product with fewer features but at a lower price. This may attract customers on a lower budget and increase market share. Product development * They should continue to focus on the iPhone and iPod for new products because these products are selling fast and bringing in more money than other Apple products. * For the iPhone, Apple should again continue to bring out newer versions to keep up with competing brands such as Blackberry so that they can maintain their market share. * Apple should make a cheaper range of Mac computers so that it appeals to other sections of the market so Apple again will make a larger profit. * Our research showed that people like Apple as a brand and their products because they are more technologically advanced than other products on the market. Apple needs to maintain the development of new features and products to build upon their image and increase their market share. Timing * The best time for Apple to release a new product would be near Christmas. This is because customers are more likely to be looking for gifts to buy. * Apple should also look at when students are most likely to buy computers for school. They should then try to release a new or improve version of one of their Mac's. Packaging * Apple should look at deals for products. For example, a free protective cover with every iPod or iPhone. This would be helpful as customers are always looking for the best deal. * Apple should also look into deals for bulk buyers such as schools or offices because, again, customers are always looking for the best deal. Global Additionally, my recommendation is that overall Apple should expand more globally. They should look into Asia, South America and Russia. These areas are fast growing financially and may soon be come some of Apples main customers. ...read more.

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