Marketing management is defined as the process of developing planning and strategies in order to sell services and products. Moreover, the promotion and advertising of the services and products is important in order to reach the desired customer segment. From a competitive and economic strategy, the tools are employs by marketing management. Different types of strategies are used in order to know about the markets in which the SWOT analysis PESTLE analysis POTER’s Five Forces and many more like this are used (Chernev & Alexander, 2018).

Moreover, in marketing management, different aspects are gained with respect to the consumer's demand and behaviour of the services and products. Market research is also performed is this to know the values of the market that type product is going in the market, what the consumers demand, what they are giving and what others are providing and many more like this are also available. Adding more, market management helps the organization in order to know the demands of the consumers with respect to which the organization can be able to make the products and services according to the consumers demand (Machado & Ricardo, 2014).

IT industry is revolutionized the entire global world. In this modern age, everything depends on the IT industry. More and more computers, chips and other IT related products are using by the individuals through which the work becomes easy. In the future, it is said that ‘sensor everywhere’ which means that the IT industry is growing in a rapid way (Stevens & Matt, 2016). Like all other devices, sensors and chips that are used in different aspects such as the use of sensors and chips in the market and in other departments the mobile phones are also the product of the IT industry. The information technology continues to grow, spending on worldwide. In the year of 2014, the market rose was the US $2081.9 billion and in the year 2015, it was the US $2199.3. the IDC prediction is that the market rose to the US $2461.6 billion by 2020 (IT Market Statistics and Trends, 2016).

Apple Inc. is one of the fastest growing company or organization in this modern era; it is an American multinational technology company. In the year 1976, Ronald Wayne, Steve Wozniak, and Steve Jobs launch this company. In the start, this company made only the personal computers but as time passed with respect to the modern age they start to make more and more hardware products. At that time, they are selling the iPhone, tablets, MAC book, iPod, more much like this and they are making different types of accessories with respect to the hardware products. The employees of the apple are well trained and know how to work and how to fulfil the requirements (Martin, 2016).

This organization is chosen in order to know about the marketing management of this organization that how they sell the products and services and how they are gaining information about the demands.

Mission of Apple

To bring the best user experience through innovative software, hardware ands services

Vision of Apple

“We believe that we are on the face of earth to make great products and that’s not changing.”

ANALYZING OF SC'S OF APPLE INC

Company

Strengths

· In the market, Apple is one of the leading inventors

· Apple is known as the development and research leader.

· Strong representation, brand awareness, and reputation

· Use of an excellent advertising and marketing strategies

· Having a part in the top-ranked growth companies

· American product and California based company

Weakness

· As compared to other competitors the price of the Apple products are high

· With all other additional application, Apple does not work well and properly

· A lot of changing in the management, changing of the cultural norms and CEO’s

· Issue of the main supplier

· The leading inventor for Apple was Steve Jobs.

Opportunities

· The product of Apple such as the iPhone and the tablet are growing rapidly which increase the market interest

· Apple has no restriction with respect to the market innovation

· Apple has the ability to target the desire of the market segment’s for innovation

· The products of Apple are expanding more and more in different countries

Threats

· Apple company is not economically stable

· The innovation of Apple are catching up by other different companies

· Foreign-companies that are launching their new products with a low rate or with lower market prices

· Due to enhancement in the new releasing of the product, the differentiation of the product is decreasing

· Government rules, regulation, and the increase in government restrictions.

Customers of apple

There is a variety of products available with different demographics. Middle class and high-class consumers are buying the Apple products and are willing to pay for their products in order to buy a more specific product. The phones are the first thing that the consumer is buying but with respect to this, many other products are also available which attracts the consumer in which the iPod is further integrated just because it helps the workers to in the business community. The uniqueness of the iPod is that they allow the consumer to develop their own apps with respect to their businesses (Crichton & Susan, 2013).

Competition of apple

Apple is the growing industry in the world. Therefore there are many competitors are available in the market in which Samsung, Nokia, Blackberry, Amazon, Google and Microsoft are present. The main competitors with respect to the hardware, technology, operating system and mobile phones are Dell, Google, Microsoft and Samsung respectively. In ranking order, the companies, which are giving high price and high quality, are Apple, Google, Blackberry, Microsoft and Samsung whereas Palm is giving a low quality. Moreover, in the low price and high-quality products, Dell and HP are available. Subsequently, Nokia is giving low price and low quality.

Collaboration of apple

Different types of companies are collaborating with Apple in order to give a high-quality product and these companies are Microsoft, LG, Samsung, USMC, Music companies and Oxycontin

Companies	Collaboration
Microsoft	This company is collaborated to make Microsoft software with respect to Apple products.
LG	For different types of iPhones product, LG collaborated to produce the LCD panels.
TSMC	This company collaborated to make the Flash memory and DRAM.
Music companies	Apple and the partner with different types of music companies due to which the artists and the music companies use to sell the music on iTunes.
Foxconn	From outsourcing with Foxconn in China, with the low production cost the competitive pricing is enabled.

Context of apple

In some past years, Apple had a deal in order to make a competition because of the gap of differentiation that Apple had made with respect to its products. The legal action continuous due to which, Apple has to face the loss in dollars. In the upper market such as the international market, Apple has a deal with the rooted loyalty to local brands proposing comparable products. Apple has developed its own market so; Apple must depend on new markets, new products, and continued innovation in order to continue the expansion (RYAN, 2014).

METHOD OF COLLECTING INFORMATION WITH RESPECT TO THE SC'S

Consumer desire of apple

Apple is adopting different types of strategies in order to know about the demands of the consumers that which type of the product the consumer wants and how they are using the current products of the Apple and what are their reviews about the product of Apple. For this purpose, they are focussing on social media. They give the reviews form to the individuals on which the consumers give their feedback. Adding more, they are using the strategies in like word of mouth through which the consumers tell about the product requirement and demands to others. They are doing market research by a different type of analysis.

Competitors threat of apple

Apple is focussing to known about their competitors that how the competitors beat them and what is the uniqueness of the competitors through which, they are beating the Apple. Moreover, they are doing the market research by the using of the SWOT analysis in which they can be able to know about their strength, weakness and opportunities as well as the threats in which they can be able to know about the competitors. Adding more, they are using market intelligence through which the basic things of the competitors are collected in less time (Stead & Martine, 2018).

Changing the context of business of apple

Apple is doing market researches in order to know about the changing in the business context. They are focusing on social media such as Facebook, Instagram and Youtub, etc. With the help of social media, they get to know about the new trends that are developed by individuals. Moreover, this can also be able to know about the products that are taking place with respect to the environment. They focus on the international markets as well as on local markets trends. They get to know how they can be able to go higher in success with respect to the market trends (Stevens & Matt, 2016).

The role played by the collaborators of apple

The company has collaborated with different departments. They are trying to add more and more collaborators in order to expand the business. For this purpose, they are looking for different types of companies that collaborate with them and take advantage of this company as well as the also give advantage to Apple Inc.

DEVELOPING MARKET STRATEGY of apple

Apple should have to develop different types of marketing strategies in order to gain consumer attraction and to get higher in the rank or to grow rapidly in succession. Different types of strategies are recommended to Apple which is as follow

A choice of Target Market of apple

It is gained from the above study that Apple Inc. is just focussing on the high-class consumers in order to sell the products, which seems in the less selling of the products. Consumers are demanding the products, which have more and more features and they are demanding the products that are helpful in professional life as well as in the regular use. Adding more, a different class of consumers is demanding the product that is useful much more but has a low price. It is highly recommended to Apple to focus on all class consumers in lieu of the high-class consumers. If the Apple focus on the high-class consumers in lieu of focussing on all type consumer than the sake of the products will decrease and if the Apple focus on all type of the Consumers then the sale will increase rapidly.

Adding more, Apple Inc. is focussing on the developed country in order to enhance the production and selling of the products. By focussing on the developed countries, they also have to focus on developing countries such as India, Pakistan and much more like this. When they start to focus on the developing company the sale of the products increases through which the apple drive towards the success more easily and in an efficient way.

Furthermore, they have to focus on producing new and more products in lieu of launching only one item per product per year. This will also help Apple to gain more and more advantage to becoming more successful as compared to the current position (RITCHIE, 2019).

A value proposition for the target market of apple

As it is known that one of the largest competitors of Apple is Samsung. Samsung is posing a high threat for Apple as Samsung is also in the top-ranked companies with respect to their products. Samsung is focussing on every class in order to sell their products. They are manufacturing the products that are suitable for the high-class consumers as well as for the low-class consumers whereas Apple manufactures the product only for the high-class consumers. Moreover, Samsung is manufacturing the products which are sold on the low prices whereas Apple is manufacturing the products which are being sold at high prices but the specification is a bit different from each other.

As it is said in this example that there is a lot of difference between the price of the competitors and the Apple product. It is highly recommended to Apple that lessen the rate or price of the products in order to go higher in the rank. They should have to develop the strategy in a way that by maintaining the quality of the product decrease the rate. This will attract the consumer attraction and the consumers start to buy the products, which have more specification and also have less rate. As it is said that decreasing the price and increasing the quality caught consumers attraction through which the demand for the product increases.

Moreover, it is highly recommended for Apple to give discounts on the products and give gifts with the selling of the products. When they will start to do this, the market values of their products increase automatically. They have to give special offers on the products on the basis of the events with respect to different cultures such as they have to give a good package of purchasing the product on the Christmas, on Valentine days. Furthermore, they should arrange the packages in the events of developing countries such as in Pakistan on Eid event and in India on the colour day (Holli) event. This will also help Apple to go further in the higher ranks (Chen, 2016).

A positioning statement for targeting the market of apple

At that time the price of the products that Apple are giving is higher through which the consumers of the low class cannot be able to buy their product. For this, they have to focus on the providing the high-quality product with moderate-high cost of the product as showed in the below graph, through which the consumers can be able to buy more and more product.

DEVELOPING MARKET TACTICS WITH RESPECT TO 4P’S

Price of apple

For the successful growth of the company, Apple has to focus on the price of the products they are delivering to the consumers. As when the consumer buys the things with respect to the IT products, the first thing they use to see is the price and specification of the product that in which price the specification will be gained in different companies. With respect to this, the Apple has to focus on the price of the products as it is shown above the prices of the products of the Apple is higher than their competitors which will increase the turnover rate of the products. With respect to the positioning statement, it is also learned that the apple showed give their products on a moderate-high rate with high-quality products (Chernev & Alexander, 2018).

Production of apple

They have to focus on the consumers’ demand that what the consumers want and which types of products are able to fulfil the consumers’ desire. For this purpose, it is highly recommended to Apple to use different types of strategies through which they can be able to know about the consumers’ desire through which the production takes place. Adding more, they have to focus on providing new and advanced technologies in their products that have never been launched by other competitors. Furthermore, it is also recommended to Apple to produce more and more products in the range as the other competitors doing. They have to focus on the valuable products that any of the consumers can be able to buy (Mei & Yunli, 2013).

Place of apple

As they are focusing on different types of places in order to sell their products. The focus of Apple is on the developed countries, there are lots of stores, outlets, and franchises are available in the developed countries. They should have to focus on developing the franchise and other stores in the developing countries through which the selling of the products takes place. It is recommended to Apple to make stores in the developing countries in order to sell their products more and more. Adding more, they should have to focus on the retailers and the wholesalers in the developing countries.

Promotion of apple

For the promotion of the products in the market, they are focussing on different types of strategies such as advertising. For the better growth of the company, Apple has to focus on organizing the charity function through which different individuals get to know about the company values. Adding more, they have to focus on doing advertising with the help of electronic media. It is recommended to use the different types of strategies for the attraction of the consumers such as sensory marketing. With the help of sensory marketing, more and more attraction of the consumers is gained easily. Subsequently, they have to pay attention to the word of mouth strategy through which the advertising of the company takes place in a quite well manner. For the promotion of the products, they have to focus to start the advertising the new product after some time of the launching the previous product. This will help Apple to gain the attention of the consumers towards the product through which the sale of the product increases more and more. It is also recommended to the Apple to use discounts offers and also gives discounts on the special events to gain the attraction of the consumers (RITCHIE, 2019).

Conclusion on MARKETING MANAGEMENT of apple company

From the aforementioned studies, it is concluded that Apple is growing rapidly in the IT industry. They are using different types of strategies in order to know about market competition. There are many of the competitors are available through which the threat of decreases of the business is high. They are only focussing on high-class consumers rather than the medium and low-class consumers. The strategic planning given above recommends Apple to the business more accurately by launching their products in the developing countries, by giving the discount on the products and by offering the discounts on the special events. Subsequently, they have to target all class consumers by launching a variety of products. For the promotion of their products they also have to advertise about the product more and more and also focus on different types of strategies used for advertising and promotion.

References of MARKETING MANAGEMENT of apple company

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