Apple 7p

Executive Summary

In this study I will analyses and review of the marketing strategy of Apple Inc. by evaluating their product and marketing strategies with Marketing Mix analysis. In this case I will be discussing on how Apple deliver values to their target market.

Apple looking to increase, reflecting the demand for its products through a differentiation, to make unique products and appealing to consumers. The company's products to be always ahead of the curve compared to peers. In spite of high rivalry, Apple has succeeded in making interest for its items, giving the organization control over costs through item differentiation, creative publicizing, guaranteed brand dedication, and buildup around the dispatch of new items. By concentrating on clients willing to pay more and keeping up a premium cost at the expense of unit volume, Apple additionally set up a counterfeit section boundary to contenders (Yuan & Sharma, 2007).

In continue I will discus about three stages of purchasing process (pre-purchase, purchase, post-purchase). Then, I will look at how the Apple could create communicate and deliver values to its customers by analyzing the 7Ps of the Extended Marketing Mix. The 7Ps of Extended Marketing Mix here included product, price, promotion, place, people, physical evidence and process. Finally, I will finish this report by concluding Apple’s factors of success in delivering values to the customers.

Table of Contents

Executive Summary 1

Introduction 3

Company Background 3

Values 3

Extended Marketing Mix analysis on Apple Inc. 4

1. Product 5

2. Price 6

3. Promotion 6

4. Place 6

5. People 7

6. Physical Evidence 7

7. Process 7

Conclusion 8

References 9

Introduction

In this study I am going to analysis of Apple Inc. marketing mix to find how they are able to create, communicate and deliver values to the target market for profits. To able to achieve the objective, I will conduct a comprehensive analysis using the 7Ps of the Extended Marketing Mix. The inspect sources for this particular research include the journals, previous researches and the Internet data bases.

Company Background

Apple Inc. is one of the most admired brands in the world, a multinational company based in Cupertino, California, USA, is located at the top of the list of Fortune magazine. Apple designs and manufactures electronic products, computer and commercial servers. Was founded in April 1976 by its current CEO, Steve Jobs and Steve Wozniak. Apple has about 35000 employees’ across the world and they experienced the annual sales of $50 billion in year 2014 worldwide. As the full design aesthetic culture in its various marketing campaigns for various reasons, Apple has created over the years a unique reputation in the electronics of the end user. This reputation has in mind for a clientele which obliges society and the predominant brand in the United States.

Values

Understanding the needs of consumers and their purchases are important behaviors, when a seller is looking for successful products on the market. However, each consumer is unique and has its own reasons for buying a particular product in the satisfaction of their needs and wants. Consumer buying behavior is changing continually and companies should always evaluate them and follow their influential factors. Marketers should always know the factors that influence the customer purchase. A consumer receives through three stages in each purchase. According to this model, consumers must first recognize a problem according to their needs. This perception might physical cues inspired marketing communication external or see the product in action (Kotler & Armstrong, 2010).

When consumers knows about his/her need and also is aware of the importance of what does it mean to know the identification of his/her needs then consumers reach to first stage which is pre-purchase stage,. If consumers have recognized a problem, go into the research phase of product information, find solutions to their problems. Consumers may do an internal and an external search for public or commercial sources. Consumers also consider the product if possible. Consumers need a range or list of candidates obtain until then products. After searching for pre-selected information respect and rated products according to subjective criteria, personal or product attributes. At the end of the evaluation of options, consumers on an ideal product would have decided to buy. If the alternatives are evaluated, consumers decide to buy product contains where and when to buy. In this case, the dealer must facilitate the action of consumers intending to buy. In the final phase post-purchase evaluation, the consumer compare the product with his/her expectations and the rank his/ her purchase based on the satisfaction. The review determines whether consumers will buy the new product again and recommend it to others (Kotler & Armstrong, 2010).

With the new MacBook, a case involving the influence of Apple marketing success in typical consumer to encourage them to purchase new products. Initially, a consumer will recognize the need. This problem is encountered by the stimulus as a secret of Apple's press conference. The result, perhaps it is not matter, but still, the customer needs are real and desperately wants. After recognizing their needs, the consumer begins a phase of searching for information. According to the information of great interest in all relevant for the new MacBook and other people's comments consumers wanted the better understand on their own option’s weight. While these consumers, to evaluate the outcome of the new MacBook is very different from that of others and is an innovative product. It is now for their decision to buy the new MacBook base on their assessments of need level. Finally, when the consumer gained the newest MacBook, he/she feels satisfaction on their post-purchase.

Extended Marketing Mix analysis on Apple Inc.

The value of a service or a product will define by