Analysis of Apple’s Marketing Strategy and Management Model

Research Article
Open access

Analysis of Apple’s Marketing Strategy and Management Model

Ruoxi Zhang 1*
  • 1 Hong Kong Polytechinc University    
  • *corresponding author 20088189d@connect.polyu.hk
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/29/20231347
AEMPS Vol.29
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-079-0
ISBN (Online): 978-1-83558-080-6

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

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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References

[1]. Curry, D. Apple statistics (2021). Business of Apps. October 28, 2022. https://www.businessofapps.com/data/apple-statistics/.

[2]. CNN Business. Toh, M. Samsung profits sink to 8-year low as smartphone and PC demand drops. January 31 ,2023. https://edition.cnn.com/2023/01/30/tech/samsung-electronics-earnings-q4-2022-intl-hnk/index.html.

[3]. AppleInsider. Hilliard, W. iPhone dominates premium smartphone market with 62% of sales in Q1 2022. June 23, 2022. https://appleinsider.com/articles/22/06/23/iphone-dominates-premium-smartphone-market-with-62-of-sales-in-q1-2022.

[4]. Pearson Custom Publishing. Philip, K. Marketing Management, Millenium Edition. 2002.

[5]. Statista. Mobile OS share in North America 2018-2021. (n.d.). https://www.statista.com/statistics/1045192/share-of-mobile-operating-systems-in-north-america-by-month/.

[6]. Statista. Felix Richter. The Smartphone Price Gap. (n.d.). Statista Infographics. June 2, 20016. https://www.statista.com/chart/4954/smartphone-average-selling-prices/.

[7]. Hanif, M. Market Skimming Price: An Examination of Elements Supporting High Price for New Products in Pakistan. European Journal of Business and Management, Vol.6. 2014.

[8]. Statista. E-Commerce net sales of apple.com from 2014 to 2022. (n.d.). https://www.statista.com/forecasts/1218311/apple-revenue-development-ecommercedb.

[9]. Namugenyi, C., Nimmagadda, S. L., & Reiners, T. Design of a SWOT Analysis Model and its Evaluation in Diverse Digital Business Ecosystem Contexts. Procedia Computer Science, 159(159), 1145–1154. 2019. https://doi.org/10.1016/j.procs.2019.09.283.

[10]. Statista. Richter, F. Infographic: Apple’s Services Revenue Reaches All-Time High. Statista Infographics. May 4, 2020. https://www.statista.com/chart/14629/apple-services-revenue/.

[11]. One Click Root. Wise, D. Mobile Security Showdown - iOS vs Android. October 12, 2014. https://oneclickroot.com/android-security/mobile-security-showdown-ios-vs-android/.

[12]. Digital Information World. How The Prices Of Latest iPhones Today Got Up To $999. (n.d.). September 16, 2019. https://www.digitalinformationworld.com/2019/09/iphone-price-history.html.

[13]. Barron’s. Savitz, E. J. Apple Is Spending “Dramatically Below Peers” on Innovation. August 18, 2020. https://www.barrons.com/articles/apple-innovation-research-development-acquisitions-cash-flow-buybacks-51597786424.

[14]. Above Avalon. Apple Has a Decade-Long Lead in Wearables. (n.d.). May 27, 2021. https://www.aboveavalon.com/notes/2021/5/27/apple-has-a-decade-long-lead-in-wearables.

[15]. Precedence research. Autonomous Vehicle Market Size, Share, Trends, Report 2022-2030. (n.d.). https://www.precedenceresearch.com/autonomous-vehicle-market.

[16]. The Ohio State University. 5. The distribution of the iPhone | Making of the iPhone. (n.d.). April 6, 2015. U.osu.edu. https://u.osu.edu/iphone/the-distribution-of-iphone/.

[17]. Levy, M., Weitz, B. and Grewal, D. Retail Management (10th edition). McGrawHill. 2019.

[18]. DeviceAtlas. Android v iOS market share 2019. June 6, 2019. https://deviceatlas.com/blog/android-v-ios-market-share.

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

ISBN：978-1-83558-079-0(Print) / 978-1-83558-080-6(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.29
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Curry, D. Apple statistics (2021). Business of Apps. October 28, 2022. https://www.businessofapps.com/data/apple-statistics/.

[2]. CNN Business. Toh, M. Samsung profits sink to 8-year low as smartphone and PC demand drops. January 31 ,2023. https://edition.cnn.com/2023/01/30/tech/samsung-electronics-earnings-q4-2022-intl-hnk/index.html.

[3]. AppleInsider. Hilliard, W. iPhone dominates premium smartphone market with 62% of sales in Q1 2022. June 23, 2022. https://appleinsider.com/articles/22/06/23/iphone-dominates-premium-smartphone-market-with-62-of-sales-in-q1-2022.

[4]. Pearson Custom Publishing. Philip, K. Marketing Management, Millenium Edition. 2002.

[5]. Statista. Mobile OS share in North America 2018-2021. (n.d.). https://www.statista.com/statistics/1045192/share-of-mobile-operating-systems-in-north-america-by-month/.

[6]. Statista. Felix Richter. The Smartphone Price Gap. (n.d.). Statista Infographics. June 2, 20016. https://www.statista.com/chart/4954/smartphone-average-selling-prices/.

[7]. Hanif, M. Market Skimming Price: An Examination of Elements Supporting High Price for New Products in Pakistan. European Journal of Business and Management, Vol.6. 2014.

[8]. Statista. E-Commerce net sales of apple.com from 2014 to 2022. (n.d.). https://www.statista.com/forecasts/1218311/apple-revenue-development-ecommercedb.

[9]. Namugenyi, C., Nimmagadda, S. L., & Reiners, T. Design of a SWOT Analysis Model and its Evaluation in Diverse Digital Business Ecosystem Contexts. Procedia Computer Science, 159(159), 1145–1154. 2019. https://doi.org/10.1016/j.procs.2019.09.283.

[10]. Statista. Richter, F. Infographic: Apple’s Services Revenue Reaches All-Time High. Statista Infographics. May 4, 2020. https://www.statista.com/chart/14629/apple-services-revenue/.

[11]. One Click Root. Wise, D. Mobile Security Showdown - iOS vs Android. October 12, 2014. https://oneclickroot.com/android-security/mobile-security-showdown-ios-vs-android/.

[12]. Digital Information World. How The Prices Of Latest iPhones Today Got Up To $999. (n.d.). September 16, 2019. https://www.digitalinformationworld.com/2019/09/iphone-price-history.html.

[13]. Barron’s. Savitz, E. J. Apple Is Spending “Dramatically Below Peers” on Innovation. August 18, 2020. https://www.barrons.com/articles/apple-innovation-research-development-acquisitions-cash-flow-buybacks-51597786424.

[14]. Above Avalon. Apple Has a Decade-Long Lead in Wearables. (n.d.). May 27, 2021. https://www.aboveavalon.com/notes/2021/5/27/apple-has-a-decade-long-lead-in-wearables.

[15]. Precedence research. Autonomous Vehicle Market Size, Share, Trends, Report 2022-2030. (n.d.). https://www.precedenceresearch.com/autonomous-vehicle-market.

[16]. The Ohio State University. 5. The distribution of the iPhone | Making of the iPhone. (n.d.). April 6, 2015. U.osu.edu. https://u.osu.edu/iphone/the-distribution-of-iphone/.

[17]. Levy, M., Weitz, B. and Grewal, D. Retail Management (10th edition). McGrawHill. 2019.

[18]. DeviceAtlas. Android v iOS market share 2019. June 6, 2019. https://deviceatlas.com/blog/android-v-ios-market-share.

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