Analysis of Apple’s Marketing Strategy and Management Model

Ruoxi Zhang

doi:10.54254/2754-1169/29/20231347

Research Article

Open access

Published on 10 November 2023

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Zhang,R. (2023). Analysis of Apple’s Marketing Strategy and Management Model. Advances in Economics, Management and Political Sciences,29,24-32.

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Analysis of Apple’s Marketing Strategy and Management Model

Ruoxi Zhang *^,1,

¹ Hong Kong Polytechinc University

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/29/20231347

Abstract

Apple, one of the world’s largest information technology companies, earns up to $100 billion a year, and its success depends not only on the company’s distinctive products, but also on Apple’s ability to find exactly the right marketing approach for itself. The success of a company is not only to continuously attract new customers, but also to retain the old ones, so as to create more value for the company. This paper focuses on 4Ps strategy, SWOT strategy, STP strategy and supply chain based on actual cases of Apple. The findings are that Apple now has a good marketing strategy in the retailing of technology products but there are still some areas that need improvement. The purpose of this paper is that other companies can use the Apple case to learn from the strengths and improve on the weakness in order to develop unique marketing strategy that are applicable to their own companies.

Keywords

4Ps strategy, SWOT strategy, STP strategy, supply chain

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Cite this article

Zhang,R. (2023). Analysis of Apple’s Marketing Strategy and Management Model. Advances in Economics, Management and Political Sciences,29,24-32.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

Conference website: https://www.icemgd.org/

ISBN：978-1-83558-079-0(Print) / 978-1-83558-080-6(Online)

Conference date: 6 August 2023

Editor：Canh Thien Dang

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.29

ISSN：2754-1169(Print) / 2754-1177(Online)

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