Analysis of Apple's Marketing Strategy Based on 4P Theory

Research Article
Open access

Analysis of Apple's Marketing Strategy Based on 4P Theory

Bingyang Yu 1*
  • 1 Michigan State University    
  • *corresponding author yubingy1@msu.edu
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/23/20230396
AEMPS Vol.23
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-89-8
ISBN (Online): 978-1-915371-90-4

Abstract

Apple is the world's largest technology company and is an industry leader since the first computer was developed. One of the keys to Apple's success is developing an entire ecosystem that includes IOS. Based on the 4P theory of marketing, this paper analyzes the development strategy of Apple. The purpose of this paper is to discover the development potential and potential problems of the company through the analysis of marketing strategy. Through the method of case study, this paper analyzes the existing problems of Apple in product, price, place and promotion strategies and puts forward suggestions. The results show that creating innovative and high-quality products, providing a unique user experience, and classifying products according to different groups are effective development strategies for Apple Inc. In addition, increasing the number of directly operated stores to improve service quality and controlling the quantity and quality of advertisements are also key factors in Apple's success. Apple's 4P analysis shows that Apple still has opportunities to make progress and needs to improve the details of its future development. Overall, this paper provides valuable insight into the development strategy of one of the world's most successful companies and a useful framework for businesses seeking to achieve similar success.

Keywords:

4P theory, case analysis, development strategy

Yu,B. (2023). Analysis of Apple's Marketing Strategy Based on 4P Theory. Advances in Economics, Management and Political Sciences,23,325-330.
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References

[1]. Ping, N. T. S., Yie, C.E., Zhi, C.E.: A critical analysis of internal and external environment: A case study of Apple Inc. Journal of International Business and Management 4(10), 01-14(2021).

[2]. Apple inc. Fort Mill: Mergent, http://ezproxy.msu.edu/login?url=https://www.proquest.com/reports/apple-inc/docview/1860762319/se-2, last accessed 2023/03/17.

[3]. Apple Inc.’s Marketing Mix (4Ps Analysis), https://panmore.com/apple-inc-marketing-mix-4ps, last accessed 2023/03/17.

[4]. At its Core, Apple Is No Longer Innovative, https://www.forbes.com/sites/gregpetro/2019/06/07/at-its-core-apple-is-no-longer-innovative/?sh=4be94f44196d, last accessed 2023/03/17.

[5]. Apple is a luxury goods maker, https://qz.com/1327909/apple-is-a-luxury-goods-maker, last accessed 2023/03/17.

[6]. History of iPhone 4: Changing everything again, https://www.imore.com/history-iphone-4, last accessed 2023/03/17.

[7]. Hansen, M.T., Podolny, J. M.: How Apple is organized for innovation. Harvard Business Review 98(6), 86-95(2020).

[8]. Nurhilalia, N., Putra, A. H.P.K., Yusuf, M.: The Impact of Product Quality, Price, and Distribution on Satisfaction and Loyalty. Journal of Distribution Science 17(10), 17-26(2019).

[9]. Ali, H., Fauzi, D.H.F.: Determination of purchase and repurchase decisions: Product quality and price analysis (case study on Samsung smartphone consumers in the city of Jakarta). Dinasti International Journal of Digital Business Management 2(5), 794-810(2021).

[10]. Kaurin, T., Kilibarda, M., Vasić, N.: The influence of online shopping determinants on customer satisfaction in the Serbian market. Journal of Theoretical and Applied Electronic Commerce Research 14(2), 70-89(2019).

[11]. Chen, Q., Feng, Y., Liu, L., Tian, X.: Understanding consumers’ reactance of online personalized advertising: A new scheme of rational choice from a perspective of negative effects. International Journal of Information Management 44, 53-64(2019).

Cite this article

Yu,B. (2023). Analysis of Apple's Marketing Strategy Based on 4P Theory. Advances in Economics, Management and Political Sciences,23,325-330.

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About volume

Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development

ISBN：978-1-915371-89-8(Print) / 978-1-915371-90-4(Online)
Editor：Javier Cifuentes-Faura, Canh Thien Dang
Conference website: https://2023.icmred.org/
Conference date: 28 April 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.23
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Ping, N. T. S., Yie, C.E., Zhi, C.E.: A critical analysis of internal and external environment: A case study of Apple Inc. Journal of International Business and Management 4(10), 01-14(2021).

[2]. Apple inc. Fort Mill: Mergent, http://ezproxy.msu.edu/login?url=https://www.proquest.com/reports/apple-inc/docview/1860762319/se-2, last accessed 2023/03/17.

[3]. Apple Inc.’s Marketing Mix (4Ps Analysis), https://panmore.com/apple-inc-marketing-mix-4ps, last accessed 2023/03/17.

[4]. At its Core, Apple Is No Longer Innovative, https://www.forbes.com/sites/gregpetro/2019/06/07/at-its-core-apple-is-no-longer-innovative/?sh=4be94f44196d, last accessed 2023/03/17.

[5]. Apple is a luxury goods maker, https://qz.com/1327909/apple-is-a-luxury-goods-maker, last accessed 2023/03/17.

[6]. History of iPhone 4: Changing everything again, https://www.imore.com/history-iphone-4, last accessed 2023/03/17.

[7]. Hansen, M.T., Podolny, J. M.: How Apple is organized for innovation. Harvard Business Review 98(6), 86-95(2020).

[8]. Nurhilalia, N., Putra, A. H.P.K., Yusuf, M.: The Impact of Product Quality, Price, and Distribution on Satisfaction and Loyalty. Journal of Distribution Science 17(10), 17-26(2019).

[9]. Ali, H., Fauzi, D.H.F.: Determination of purchase and repurchase decisions: Product quality and price analysis (case study on Samsung smartphone consumers in the city of Jakarta). Dinasti International Journal of Digital Business Management 2(5), 794-810(2021).

[10]. Kaurin, T., Kilibarda, M., Vasić, N.: The influence of online shopping determinants on customer satisfaction in the Serbian market. Journal of Theoretical and Applied Electronic Commerce Research 14(2), 70-89(2019).

[11]. Chen, Q., Feng, Y., Liu, L., Tian, X.: Understanding consumers’ reactance of online personalized advertising: A new scheme of rational choice from a perspective of negative effects. International Journal of Information Management 44, 53-64(2019).

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