(International Directory of Company Histories). Apple rarely develops a new product; instead, they refine the existing products and make them stylish and more functional. IPhone smartphone are products made and marketed by the Apple Corporation and television screen in June 2007. However, the Apple Corporation developed the iPhone smartphones, which hit the market in an astonishing way as it showed extemporary results from the huge sales made (Patrick 7). Through this, the whole market is changed as the new product dominated, leading to a decline in the sales of fashion phones.

Target Market

The target market is the major part that a business entity should first define when drawing a business plan. For the Apple Corporation, the target market involves the middle and upper-class income-earners who are ready to pay a little more for better services and experience as well as having some fun with technology. The target market also includes music enthusiasts of ages 13 – 40, who like to take a lot of photos or videos and are heavy internet users. Adults use iPhone on a daily basis in making calls, accessing maps for direction, cameras, and the internet services (Finkle, Todd and Mallin 40).

The largest geographic marketplace for the Apple Corporation is the United States, which accounts for more than half of the corporation’s sales. Business people find the Apple devices quite intriguing as they provide some quality aspects that are useful in their operations. The business people use the devices to finish their jobs in an efficient manner, communicate with other business people and customers, as well as send documents in an easy and organized way. Professionals in media, fashion, and design also find the Apple products suitable for running their activities. College and university students are fond of MacBook’s and iPhones, which they use to record lecturer’s notes, which is stored in these devices in an organized manner. These devices are light, making them portable.

Product value proposition to the target market

The Apple iPhone took the world by storm when it developed and sustained a high-level technological operating system (iOS) that give the consumers a unique satisfaction (Grossman 66). Taking the advantage of being the first company to develop the operating system, the Apple Corporation pushes on into modifying the systems and enhancing their efficiency in serving the customers. A strong product value proposition attracts and maintains the kind of customers that the business intends to have. People will never purchase anything from a company if they are not convinced of the reasons why they should pay attention to you (Armstrong et al. 173-174). The product value proposition gives guidance during decision-making, and the firm can clear marketing messages and persuasive promises to the customers that they can deliver.

Apple’s products are developed in a way that will favor the creative and talented individuals who look forward to sharing their idea with others. Apple does this by offering some creative expressions through human technologies that are easy to operate and consistently innovates them in order to stay ahead of the other emerging technologies (Barfield, Woodrow, and Thomas 3-5). With Apple products, the consumers are assured of high-quality products that are well designed to serve their tastes.

SWOT Analysis

Strengths

1. Sturdy marketing and advertising strategies: These helped increase the awareness of the products as well as create a steady demand for the corporation’s products. Apple spent more of its money and resources on advertising in a more effective way as compared to their competitors, which results in huge returns in terms of sales and higher brand value.
2. Consumer loyalty: Apple is one of the high-ranking organizations worldwide offering quality and expensive products. The Apple customers are proud of the brand and are okay when associating themselves with it. Subsequently, this is contributed by its uniqueness and recognition as a classy brand.

• Stunning software and operating systems: The Corporation has maintained its respect in the mobile phone industry due to how flexible, high speed and fantastic user interface. The applications and games developed by the company are great, making the Apple developer community the strongest.

Weakness

1. Expensive products: As much as the Apple iPhone is a renowned device, its features are found in several other gadgets manufactured by other companies, which sell them at a cheaper price. For instance, Samsung phones offer similar features like those found in the iPhone but at a cheaper price (Saardchom 2)
2. Unnecessary restriction on the iPhone: There are several restrictions on the phone, which are vital to some people like the Bluetooth devices, non-removable battery, and memory card slot.

• Lack of varieties: The product designs are limited as the corporation does not diversify but focuses on improving the existing products. As customers switch to products from other companies who offer different varieties like the Samsung Company (Wambui 13).

Opportunities

1. Escalating markets for the smartphones: The market for the smartphone is increasing tremendously over time as more and more people embrace the brand.
2. Customer expectations for future advancement in technology: The Corporation has been leading in technological advancements over the years (Newman 7). With this, several customers are eager to purchase any advanced product that is developed by the company, creating a ready market. Moreover, the customers are becoming more addicted to the internet and other applications.

Threats

1. Competitive operating systems: The Android operating system and Google have stormed the world market and threaten to grow even further, posing a huge threat to the Apple iPhone operating system.
2. No innovations: Apple has not brought any new products into the market, which does not match the customer’s expectations that are curious about innovations.

• Dwindling popularity: Lack of any recent innovations and with no Steve Jobs, who was admired by several customers around the world, the corporation faces the threat of losing current brand equity.

Strategic Direction

Product

The marketing mix variables are used by the corporation’s management in establishing strategic decisions, which are essential for enhancing smooth operations in the corporation. The existence of a business entity is entirely based on the product offered, as it is what makes the business (Kotler 32). Therefore, product decisions are the first to be made and require scrutiny as they determine the success of the firm. Subsequently, these decisions made determine the other variables that make up the marketing mix. For the Apple Corporation, more innovations should be undertaken through product diversification.

Price

Determining the price of the product depends on several variables, which makes it is essential to keep updating the prices. It includes putting the costs involved in advertising, marketing, and even distribution into consideration and varying the product prices in accordance with the changes in these factors. However, pricing is not a problem for the Apple Company because it targets a specific market, and it is a way of maintaining its market (Pogue 3).

Place

Apple Corporation has a huge marketplace in the US. However, the company has several other countries that they serve. The distribution channels for the corporation are superb, and they determine the profitability of the product.

Promotion

Promotions in the marketing mix are largely dependent on the product as well as the decisions made when stipulating the prices. Apple Corporation gives special discounts on it refurbished products, and packaged back-to-school offers that targeted the university students. These promotional tactics help boost the sales for the company.

References

“Apple Computer, Inc. History.” History of Apple Computer, Inc. – FundingUniverse. N.p., n.d. Web. 5 Mar. 2015. International Directory of Company Histories, Vol. 36. St. James Press, 2001.

Armstrong, Gary, et al. Principles of marketing. Pearson Australia, 2014.

Barfield, Woodrow, and Thomas Caudell. Fundamentals of wearable computers and augmented reality. Mahwah, New Jersey, 2001.

Finkle, Todd A., and Michael L. Mallin. “Steve Jobs And Apple, Inc.” Journal Of The International Academy For Case Studies 16.7 (2010): 31-40. Business Source Premier. Web. 16 Feb. 2015.

Grossman, Lev. “How Apple Does It. (Cover Story).” Time 166.17 (2005): 66-70. Vocational and Career Collection. Web. 20 Feb. 2015.

Kotler, Philip. Principles of Marketing. Delhi: Pearson Prentice Hall, 2008. Print

Newman, Jared. “Powerful: The Best Apple Ads Are Also Tutorials.” Time.Com (2014): 1. Business Source Premier. Web. 22 Feb. 2015.

Patrick, Seitz. “Apple, destroyer of industries, targets watches, fitness bands.” Investors Business Daily 24 Oct. 2014: 00. Business Source Premier. Web. 10 Feb. 2015.

Pogue, David. iPhone: The Missing Manual. Sebastopol, CA: O’Reilly Media, 2008. Print.

Saardchom, Narumon. “Design Patent War: Apple Versus Samsung.” South Asian Journal Of   Business & Management Cases 3.2 (2014): 221-228. Business Source Premier. Web. 15. Feb. 2015.

Wambui, Elizabeth. “Samsung Smartphone strategic marketing: analysis of Samsung Smartphone marketing strategy decisions and the consumer perception of the implemented strategies.” (2013). 11-14