Throughout class, you have been working with a product of your creation that dealt domestically. This week, you will switch gears and address a real company that does global business.

Note:Please refrain from using assignments from other classes that you have taken.

The Analysis

Select a global company of your choice in the service industry. Using your selected global company as the subject matter, research the principles of marketing that impact this organization, and prepare an APA paper with the following:

• Describe the main line of business of the company.
• Name 4 of the countries in which the company operates.
• Explain in detail the implementation of the 4Psmarketing mix concept by the company, including the following:
  • Competition
  • Target market
  • Product strategy
  • Distribution strategy
  • Communication strategy
  • Pricing strategy
• Describe any differences observed in the implementation of this concept from one country to another.

This assignment will be assessed using additional criteria providedhere.

Your report must include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA style, please visit the APA lab. The paper should be written in third person, which means that pronouns like ?I?, ?we?, and ?you? are not appropriate. The use of direct quotes is strongly discouraged.

Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 3?4 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 6?8 pages in length.

Please submit your assignment as a Word document in APA format using the attachedtemplate.

Submitting your assignment in APA format means that you will need a minimum of the following:

• Title page:Remember to include the running head and the title in all capital letters.
• Abstract:This should be a summary of your paper, not an introduction. Begin writing in third person voice.
• Body:The body of your paper begins on the page following the title page and abstract page, and it must be double-spaced (be careful not to triple- or quadruple-space between paragraphs). The typeface should be 12 point Times New Roman or 12 point Courier in regular black type. Do not use color, bold type, or italics, except as required for APA headings and references. The deliverable length of the body of your paper for this assignment is 3?4 pages. In-body academic citations to support your decisions and analysis are required. A variety of academic sources is encouraged.
• Reference page:References that align with your in-text academic sources are listed on the final page of your paper. The references must be in APA format, using appropriate spacing, hang indention, italics, and upper and lower case as appropriate for the type of resource used. Remember, the reference page is not a bibliography, but it is a further listing of the abbreviated in-text citations that are used in the paper. Every referenced item must have a corresponding in-text citation.

Please submit your assignment.

Individual Project Rubric

Grading Criteria	Percentage
Deliverable requirements addressed; understanding of material and writer's message and intent are clear.	35%
Scholarly research which supports writer's position properly acknowledged and cited direct quotations may not exceed 10% of the word count of the body of the assignment deliverable (excluded title page, abstract or table of contents if used, tables, exhibits, appendices, and reference page(s). Inclusion of plagiarized content will not be tolerated and may result in adverse academic consequences.	20%
Critical thinking: Position is well-justified; logical flow; examplesprovided where appropriate.	20%
Structure: Includes introduction and conclusion; proper paragraph format; reads as a polished academic paper or professional presentation, as appropriate for the required assignment deliverable.	10%
Mechanical: No spelling, grammatical, or punctuation errors.	10%
APA: Deliverable is cited properly according to the APA Publication Manual (6th ed.).	5%

Unit 5 Individual Project Type your Name Here American Intercontinental University Unit 5 Individual Project MKTG 205 - Principles of Marketing Date of Submission 1 Unit 5 Individual Project 2 Abstract This is a single paragraph, no indentation is required. The next page will be an abstract; \"a brief, comprehensive summary of the contents of the article; it allows the readers to survey the contents of an article quickly\" (Publication Manual, 2010). The length of this abstract should be 35-50 words (2-3 sentences). NOTE: the abstract must be on page 2 and the body of the paper will begin on page 3. Unit 5 Individual Project 3 Type your Paper Title Introduction Remember to always indent the first line of a paragraph (use the tab key). The introduction should be short (2-3 sentences). The margins, font size, spacing, and font type (italics or plain) are set in APA format. While you may change the names of the headings and subheadings, do not change the font or style of font. Describe Main Line of Business of the Company Introduce the concept and cite the resources DO NOT use the exact words... be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject. Name Four Countries in which the Company Operates Introduce the concept and cite the resources DO NOT use the exact words... be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject. Implementation of Competition Introduce the concept and cite the resources DO NOT use the exact words... be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject. Implementation of Target Market Introduce the concept and cite the resources DO NOT use the exact words... be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject. Implementation of Product Strategy Unit 5 Individual Project Introduce the concept and cite the resources DO NOT use the exact words... be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject. Implementation of Distribution Strategy Introduce the concept and cite the resources DO NOT use the exact words... be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject. Implementation of Communication Strategy Introduce the concept and cite the resources DO NOT use the exact words... be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject. Implementation of Pricing Strategy Introduce the concept and cite the resources DO NOT use the exact words... be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject. Differences in Implementation: From One Country to Another Introduce the concept and cite the resources DO NOT use the exact words... be sure to indent the first line of the paragraph. Using direct quotes does not show your mastery of the subject. Conclusion Add some concluding remarks-can be a sentence or two. NOTE: Do not change the font or margins to make the paper appear shorter or longer 4 Unit 5 Individual Project References NOTE: The reference list starts on a new page after your conclusion. 5 Turnitin Originality Report Assignment_ab5814ab-ae33-4635-bec8-4a6c28eea595_41549 by Cintya Caceres From Assignment_ab5814ab-ae33-4635-bec8-4a6c28eea595_41549 (Assignment_ab5814ab-ae33-4635bec8-4a6c28eea595_41549) Processed on 16-Mar-2017 20:53 CDT ID: 785247699 Word Count: 1276 Similarity Index 84% Similarity by Source Internet Sources: 83% Publications: 8% Student Papers: 81% sources: 1 14% match (Internet from 15-Apr-2016) http://files.shareholder.com/downloads/AAPL/899225436x0xS1193125-15-356351/320193/filing.pdf/ 2 12% match (student papers from 07-Dec-2015) Submitted to Grand Canyon University on 2015-12-07 3 9% match (Internet from 19-Nov-2016) http://files.shareholder.com/downloads/AAPL/3204269748x0x913905/66363059-7FB6-4710-B4A57ABFA14CF5E6/10-K_2016_9.24.2016_4 8% match (student papers from 10-Feb-2017) Submitted to Nguyen Tat Thanh University on 2017-02-10 5 8% match (Internet from 08-Nov-2014) http://shaganaas.wordpress.com/2014/05/02/apples-internal-communications-strategy/ 6 5% match (Internet from 14-Mar-2017) http://panmore.com/apple-inc-marketing-mix-4ps 7 5% match (student papers from 12-Apr-2016) Submitted to Centennial College on 2016-04-12 8 4% match (student papers from 04-Nov-2015) Submitted to Birkbeck College on 2015-11-04 9 4% match (Internet from 29-Oct-2015) http://investor.apple.com/secfiling.cfm?filingID=1193125-15-356351&CIK=320193 10 3% match (student papers from 26-Oct-2016) Submitted to American Intercontinental University Online on 2016-10-26 11 2% match (Internet from 02-Dec-2012) http://www.reuters.com/finance/stocks/companyProfile?rpc=66&symbol=AAPL.O 12 2% match (Internet from 26-Aug-2014) http://www.studymode.com/essays/Apple-Introduction-Iphone-Ipad-And-The-1457082.html 13 2% match (student papers from 20-Aug-2016) Submitted to American Intercontinental University Online on 2016-08-20 14 2% match (student papers from 04-Feb-2012) Submitted to American Intercontinental University Online on 2012-02-04 15 1% match (Internet from 07-Mar-2017) http://www.papercamp.com/group/mktg-205/page-0 16 1% match (student papers from 03-Feb-2016) Submitted to Waltham Forest College on 2016-02-03 17 1% match (student papers from 14-Sep-2015) Submitted to Robert Morris College on 2015-09-14 18 1% match (publications) Enrique Castro-Leon, Robert Harmon. "Cloud as a Service", Springer Nature, 2016 paper text: Cintya Caceres. 15American Intercontinental University Unit 5 Individual Project MKTG 205 - Principles of Marketing March 16, 21017 Abstract This paper is regarding analysis of Apple Inc. Apple Inc. is American multinational technology company established in 1977, belonging to industry of computer hardware and software, mobile and digital distribution industry having its headquarters at Cupertino, California. Keywords: competition, marketing, strategy, product, market Strategies of Apple Inc. Introduction This paper deals with strategies of Apple Inc., regarding implementation of 4 Ps marketing mix concept, 14competition, target market, product strategy, distribution strategy, communication strategy and pricing strategy. This paper also deals with differences in implementation of 4Ps marketing concept from one country to another. Main Line of Business of the Company The Company11is engaged in business of designing, manufacturing and marketing of mobile communication and media devices, personal computers and portable digital music players, and selling a variety of related software, services, accessories, networking solutions and third-party digital content and applications. Four Countries in which the Company Operates USA, Great Britain, Australia and India 12The Company sells its products worldwide through its retail stores, online stores and direct sales force, as well as through third-party cellular network carriers, wholesalers, retailers and value-added resellers. Implementation of 1Competition The markets for the Company's products and services are highly competitive and the Company is facing aggressive competition in all areas of its business. These markets are having frequent product introductions and rapid technological changes that have substantially increased the capabilities and use of mobile communication and media devices, personal computers and other digital electronic devices. The Company's competitors that sell mobile devices and personal computers have aggressively 2cut prices and lowered their product margins to gain or maintain market share. Principal competitive factors important to the Company include price, product features (including security features), relative price and performance, product quality and reliability, design innovation, a strong third-party software and accessories ecosystem, marketing and distribution capability, service and support and corporate reputation. The Company is continuously focusing on expanding its market opportunities related to personal computers and mobile communication and media devices. These markets are highly competitive and include many large, well-funded and experienced participants. The Company aware about competition in these markets to intensify significantly as competitors attempt to copy some of the features of the Company's products and applications within their own products or, alternatively, collaborate with each other to offer solutions that are more competitive than those they currently offer. These markets are characterized by aggressive pricing practices, frequent product introductions, evolving design approaches and technologies, rapid adoption of technological and product advancements by competitors and price sensitivity on the part of consumers and businesses.1Because the industries in which the Company competes are having rapid technological changes, the Company's ability to compete successfully depends heavily upon its ability to ensure a continual and timely flow of competitive products, services and technologies to the marketplace. The Company continues to develop new technologies to enhance existing products and to expand the range of its product offerings through R&D, licensing of intellectual property and acquisition of third-party businesses and technology. Implementation of Target Market 6Apple's marketing mix is comprised of advertising through the company's website and Apple Stores, as well as advertising through other firms, such as technology news sites. The company also sells its products through 16personal selling in the form of Apple Store employees who provide product-specific information. 7The company's marketing mix involves sales promotion at the Apple Stores. As a result, some Apple Stores offer old models at discounted prices when bundled with larger and more expensive products. Moreover, the company uses public relations to optimize its corporate image. For instance, Apple Events, leaks of new product features, press releases, and exclusive interviews are carefully implemented to maximize positive publicity. Thus, Apple has mastered the promotion component of its marketing mix. Implementation of Product Strategy The9Company's products and services include iPhone, iPad, Mac, iPod , Apple Watch , Apple TV , a portfolio of consumer and professional software applications, iOS, OS X and watchOS operating systems, iCloud , Apple Pay and a variety of accessory, service and support offerings. In September 2015, the Company announced a new Apple TV, tvOS operating system and Apple TV App Store. Implementation of Distribution Strategy 4Apple Stores are the most visible places that sell the company's products. The online Apple Store and App Store are also highly visible. However, these stores are not the only places in the firm's marketing mix. For instance, Apple also uses authorized retailers, such as Wal-mart, Target and Best Buy. The company also includes telecom companies like AT&T, Verizon, and Sprint, which sell iPhone units. In addition, Apple uses fulfillment services from companies like Amazon.com and eBay, through which third parties sell Apple products online. Thus, Apple's marketing mix is comprehensive in exploiting different types of online and non-online distribution channels. Implementation of Communication Strategy The company has introduced 5the new Internal Communications Strategy for Apple Inc. This strategy has been designed to recognize and support the structures and working practices arising from Foxconn, Apple's main supplier of iPhones and iPads. Company's strategy has a broad scope: the situational analysis is identified, key stakeholders and listed and objectives are stated along with relevant strategies and tactics to help mitigate the labor issues factory workers at Foxconn are facing. The principle behind this strategy is to encourage and promote good communication in a two-way process; it is about exchanging information and keeping all Apple Inc. employees updated with any and all news pertaining to the brand. Apple Inc.,13represent the brand as best as possible by allowing for effective and accessible communication mechanisms, build strong relationships among our employees and keeping them informed. Implementation of6Pricing Strategy Company uses a premium pricing strategy. In this component of the marketing mix, the emphasis is on how prices represent the company and its products, while meeting consumer expectations. In Apple's case, the premium pricing strategy involves relatively high prices. This pricing strategy results in helping in maintaining 8the high-end image of the company and its products. Another effect of this pricing strategy is that Company's products attract a smaller market share composed of people from the middle and upper classes. Nonetheless, the company maintains profitability because premium prices entail higher profit margins. Thus, Apple's marketing mix is aligned to the company's premium product development strategy. Differences in Implementation: From One Country to Another Company's 1some Mac computers are manufactured in the U.S. and Ireland, substantially all of the Company's hardware products are currently manufactured by outsourcing partners that are located primarily in Asia. Some of1outsourcing partners are the sole-sourced suppliers of components and manufacturers for many of the Company's products. Company identifies and recognizes that 3laws and regulations related to mobile communications and media devices in the many jurisdictions in which the Company operates are extensive and subject to change. Such changes include, among others, restrictions on the production, manufacture, distribution and use of devices, locking devices to a carrier's network, or mandating the use of devices on more than one carrier's network. Company's products are also subject to certification and regulation by governmental and standardization bodies, as well as by cellular network carriers for use on their networks. These certification processes are extensive and time consuming, and could result in additional testing requirements, product modifications, or delays in product shipment dates, or could preclude the Company from selling certain products. Conclusion Apple Inc is having competitive market for its products but facing efficiently by developing products and marketing and pricing strategies. Company's products and reputation is high in worldwide market of company's products. References 18http://investor.apple.com/secfiling.cfm? filingid=1193125-15-35635117https://shaganaas.wordpress.com/2014/05/02/apples-internal-communicationsstrategy/ http:// panmore .com/apple- inc-marketing-mix-4ps 10Unit 5 Individual Project 1 Unit 5 Individual Project 2 Unit 5 Individual Project 3 Unit 5 Individual Project 4 Unit 5 Individual Project 5 Unit 5 Individual Project 6 Unit 5 Individual Project 7 Unit 5 Individual Project 8 Turnitin Originality Report Assignment_ab5814ab-ae33-4635-bec8-4a6c28eea595_41549 by Cintya Caceres From Assignment_ab5814ab-ae33-4635-bec8-4a6c28eea595_41549 (Assignment_ab5814ab-ae33-4635bec8-4a6c28eea595_41549) Processed on 16-Mar-2017 20:53 CDT ID: 785247699 Word Count: 1276 Similarity Index 84% Similarity by Source Internet Sources: 83% Publications: 8% Student Papers: 81% sources: 1 14% match (Internet from 15-Apr-2016) http://files.shareholder.com/downloads/AAPL/899225436x0xS1193125-15-356351/320193/filing.pdf/ 2 12% match (student papers from 07-Dec-2015) Submitted to Grand Canyon University on 2015-12-07 3 9% match (Internet from 19-Nov-2016) http://files.shareholder.com/downloads/AAPL/3204269748x0x913905/66363059-7FB6-4710-B4A57ABFA14CF5E6/10-K_2016_9.24.2016_4 8% match (student papers from 10-Feb-2017) Submitted to Nguyen Tat Thanh University on 2017-02-10 5 8% match (Internet from 08-Nov-2014) http://shaganaas.wordpress.com/2014/05/02/apples-internal-communications-strategy/ 6 5% match (Internet from 14-Mar-2017) http://panmore.com/apple-inc-marketing-mix-4ps 7 5% match (student papers from 12-Apr-2016) Submitted to Centennial College on 2016-04-12 8 4% match (student papers from 04-Nov-2015) Submitted to Birkbeck College on 2015-11-04 9 4% match (Internet from 29-Oct-2015) http://investor.apple.com/secfiling.cfm?filingID=1193125-15-356351&CIK=320193 10 3% match (student papers from 26-Oct-2016) Submitted to American Intercontinental University Online on 2016-10-26 11 2% match (Internet from 02-Dec-2012) http://www.reuters.com/finance/stocks/companyProfile?rpc=66&symbol=AAPL.O 12 2% match (Internet from 26-Aug-2014) http://www.studymode.com/essays/Apple-Introduction-Iphone-Ipad-And-The-1457082.html 13 2% match (student papers from 20-Aug-2016) Submitted to American Intercontinental University Online on 2016-08-20 14 2% match (student papers from 04-Feb-2012) Submitted to American Intercontinental University Online on 2012-02-04 15 1% match (Internet from 07-Mar-2017) http://www.papercamp.com/group/mktg-205/page-0 16 1% match (student papers from 03-Feb-2016) Submitted to Waltham Forest College on 2016-02-03 17 1% match (student papers from 14-Sep-2015) Submitted to Robert Morris College on 2015-09-14 18 1% match (publications) Enrique Castro-Leon, Robert Harmon. "Cloud as a Service", Springer Nature, 2016 paper text: Cintya Caceres. 15American Intercontinental University Unit 5 Individual Project MKTG 205 - Principles of Marketing March 16, 21017 Abstract This paper is regarding analysis of Apple Inc. Apple Inc. is American multinational technology company established in 1977, belonging to industry of computer hardware and software, mobile and digital distribution industry having its headquarters at Cupertino, California. Keywords: competition, marketing, strategy, product, market Strategies of Apple Inc. Introduction This paper deals with strategies of Apple Inc., regarding implementation of 4 Ps marketing mix concept, 14competition, target market, product strategy, distribution strategy, communication strategy and pricing strategy. This paper also deals with differences in implementation of 4Ps marketing concept from one country to another. Main Line of Business of the Company The Company11is engaged in business of designing, manufacturing and marketing of mobile communication and media devices, personal computers and portable digital music players, and selling a variety of related software, services, accessories, networking solutions and third-party digital content and applications. Four Countries in which the Company Operates USA, Great Britain, Australia and India 12The Company sells its products worldwide through its retail stores, online stores and direct sales force, as well as through third-party cellular network carriers, wholesalers, retailers and value-added resellers. Implementation of 1Competition The markets for the Company's products and services are highly competitive and the Company is facing aggressive competition in all areas of its business. These markets are having frequent product introductions and rapid technological changes that have substantially increased the capabilities and use of mobile communication and media devices, personal computers and other digital electronic devices. The Company's competitors that sell mobile devices and personal computers have aggressively 2cut prices and lowered their product margins to gain or maintain market share. Principal competitive factors important to the Company include price, product features (including security features), relative price and performance, product quality and reliability, design innovation, a strong third-party software and accessories ecosystem, marketing and distribution capability, service and support and corporate reputation. The Company is continuously focusing on expanding its market opportunities related to personal computers and mobile communication and media devices. These markets are highly competitive and include many large, well-funded and experienced participants. The Company aware about competition in these markets to intensify significantly as competitors attempt to copy some of the features of the Company's products and applications within their own products or, alternatively, collaborate with each other to offer solutions that are more competitive than those they currently offer. These markets are characterized by aggressive pricing practices, frequent product introductions, evolving design approaches and technologies, rapid adoption of technological and product advancements by competitors and price sensitivity on the part of consumers and businesses.1Because the industries in which the Company competes are having rapid technological changes, the Company's ability to compete successfully depends heavily upon its ability to ensure a continual and timely flow of competitive products, services and technologies to the marketplace. The Company continues to develop new technologies to enhance existing products and to expand the range of its product offerings through R&D, licensing of intellectual property and acquisition of third-party businesses and technology. Implementation of Target Market 6Apple's marketing mix is comprised of advertising through the company's website and Apple Stores, as well as advertising through other firms, such as technology news sites. The company also sells its products through 16personal selling in the form of Apple Store employees who provide product-specific information. 7The company's marketing mix involves sales promotion at the Apple Stores. As a result, some Apple Stores offer old models at discounted prices when bundled with larger and more expensive products. Moreover, the company uses public relations to optimize its corporate image. For instance, Apple Events, leaks of new product features, press releases, and exclusive interviews are carefully implemented to maximize positive publicity. Thus, Apple has mastered the promotion component of its marketing mix. Implementation of Product Strategy The9Company's products and services include iPhone, iPad, Mac, iPod , Apple Watch , Apple TV , a portfolio of consumer and professional software applications, iOS, OS X and watchOS operating systems, iCloud , Apple Pay and a variety of accessory, service and support offerings. In September 2015, the Company announced a new Apple TV, tvOS operating system and Apple TV App Store. Implementation of Distribution Strategy 4Apple Stores are the most visible places that sell the company's products. The online Apple Store and App Store are also highly visible. However, these stores are not the only places in the firm's marketing mix. For instance, Apple also uses authorized retailers, such as Wal-mart, Target and Best Buy. The company also includes telecom companies like AT&T, Verizon, and Sprint, which sell iPhone units. In addition, Apple uses fulfillment services from companies like Amazon.com and eBay, through which third parties sell Apple products online. Thus, Apple's marketing mix is comprehensive in exploiting different types of online and non-online distribution channels. Implementation of Communication Strategy The company has introduced 5the new Internal Communications Strategy for Apple Inc. This strategy has been designed to recognize and support the structures and working practices arising from Foxconn, Apple's main supplier of iPhones and iPads. Company's strategy has a broad scope: the situational analysis is identified, key stakeholders and listed and objectives are stated along with relevant strategies and tactics to help mitigate the labor issues factory workers at Foxconn are facing. The principle behind this strategy is to encourage and promote good communication in a two-way process; it is about exchanging information and keeping all Apple Inc. employees updated with any and all news pertaining to the brand. Apple Inc.,13represent the brand as best as possible by allowing for effective and accessible communication mechanisms, build strong relationships among our employees and keeping them informed. Implementation of6Pricing Strategy Company uses a premium pricing strategy. In this component of the marketing mix, the emphasis is on how prices represent the company and its products, while meeting consumer expectations. In Apple's case, the premium pricing strategy involves relatively high prices. This pricing strategy results in helping in maintaining 8the high-end image of the company and its products. Another effect of this pricing strategy is that Company's products attract a smaller market share composed of people from the middle and upper classes. Nonetheless, the company maintains profitability because premium prices entail higher profit margins. Thus, Apple's marketing mix is aligned to the company's premium product development strategy. Differences in Implementation: From One Country to Another Company's 1some Mac computers are manufactured in the U.S. and Ireland, substantially all of the Company's hardware products are currently manufactured by outsourcing partners that are located primarily in Asia. Some of1outsourcing partners are the sole-sourced suppliers of components and manufacturers for many of the Company's products. Company identifies and recognizes that 3laws and regulations related to mobile communications and media devices in the many jurisdictions in which the Company operates are extensive and subject to change. Such changes include, among others, restrictions on the production, manufacture, distribution and use of devices, locking devices to a carrier's network, or mandating the use of devices on more than one carrier's network. Company's products are also subject to certification and regulation by governmental and standardization bodies, as well as by cellular network carriers for use on their networks. These certification processes are extensive and time consuming, and could result in additional testing requirements, product modifications, or delays in product shipment dates, or could preclude the Company from selling certain products. Conclusion Apple Inc is having competitive market for its products but facing efficiently by developing products and marketing and pricing strategies. Company's products and reputation is high in worldwide market of company's products. References 18http://investor.apple.com/secfiling.cfm? filingid=1193125-15-35635117https://shaganaas.wordpress.com/2014/05/02/apples-internal-communicationsstrategy/ http:// panmore .com/apple- inc-marketing-mix-4ps 10Unit 5 Individual Project 1 Unit 5 Individual Project 2 Unit 5 Individual Project 3 Unit 5 Individual Project 4 Unit 5 Individual Project 5 Unit 5 Individual Project 6 Unit 5 Individual Project 7 Unit 5 Individual Project 8 Unit 5 Individual Project Type your Name Here American Intercontinental University Unit 5 Individual Project MKTG 205 - Principles of Marketing Date of Submission 1 Unit 5 Individual Project Abstract This paper is regarding analysis of Apple Inc. Apple Inc. is American multinational technology company established in 1977, belonging to industry of computer hardware and software, mobile and digital distribution industry having its headquarters at Cupertino, California. Keywords: competition, marketing, strategy, product, market 2 Unit 5 Individual Project 3 Strategies of Apple Inc. Introduction This paper deals with strategies of Apple Inc., regarding implementation of 4 Ps marketing mix concept, competition, target market, product strategy, distribution strategy, communication strategy and pricing strategy. This paper also deals with differences in implementation of 4Ps marketing concept from one country to another. Main Line of Business of the Company The Company is engaged in business of designing, manufacturing and marketing of mobile communication and media devices, personal computers and portable digital music players, and selling a variety of related software, services, accessories, networking solutions and third-party digital content and applications. Four Countries in which the Company Operates USA, Great Britain, Australia and India The Company sells its products worldwide through its retail stores, online stores and direct sales force, as well as through third-party cellular network carriers, wholesalers, retailers and value-added resellers. Implementation of Competition The markets for the Company's products and services are highly competitive and the Company is facing aggressive competition in all areas of its business. These markets are having frequent product introductions and rapid technological changes that have substantially increased the capabilities and use of mobile communication and media devices, personal computers and other digital electronic devices. The Company's competitors that sell mobile devices and personal computers have aggressively cut prices and lowered their product margins to gain or Unit 5 Individual Project 4 maintain market share. Principal competitive factors important to the Company include price, product features (including security features), relative price and performance, product quality and reliability, design innovation, a strong third-party software and accessories ecosystem, marketing and distribution capability, service and support and corporate reputation. The Company is continuously focusing on expanding its market opportunities related to personal computers and mobile communication and media devices. These markets are highly competitive and include many large, well-funded and experienced participants. The Company well aware about competition in these markets to intensify significantly as competitors attempt to copy some of the features of the Company's products and applications within their own products or, alternatively, collaborate with each other to offer solutions that are more competitive than those they currently offer. These markets are characterized by aggressive pricing practices, frequent product introductions, evolving design approaches and technologies, rapid adoption of technological and product advancements by competitors and price sensitivity on the part of consumers and businesses. Because the industries in which the Company competes are having rapid technological changes, the Company's ability to compete successfully depends heavily upon its ability to ensure a continual and timely flow of competitive products, services and technologies to the marketplace. The Company continues to develop new technologies to enhance existing products and to expand the range of its product offerings through R&D, licensing of intellectual property and acquisition of third-party businesses and technology. Implementation of Target Market Unit 5 Individual Project 5 Apple's marketing mix is comprised of advertising through the company's website and Apple Stores, as well as advertising through other firms, such as technology news sites. The company also sells its products through personal selling in the form of Apple Store employees who provide product-specific information. The company's marketing mix involves sales promotion at the Apple Stores. As a result some Apple Stores offer old models at discounted prices when bundled with larger and more expensive products. Moreover, the company uses public relations to optimize its corporate image. For instance, Apple Events, leaks of new product features, press releases, and exclusive interviews are carefully implemented to maximize positive publicity. Thus, Apple has mastered the promotion component of its marketing mix. Implementation of Product Strategy The Company's products and services include iPhone, iPad, Mac, iPod , Apple Watch , Apple TV , a portfolio of consumer and professional software applications, iOS, OS X and watchOS operating systems, iCloud , Apple Pay and a variety of accessory, service and support offerings. In September 2015, the Company announced a new Apple TV, tvOS operating system and Apple TV App Store. Implementation of Distribution Strategy Apple Stores are the most visible places that sell the company's products. The online Apple Store and App Store are also highly visible. However, these stores are not the only places in the firm's marketing mix. For instance, Apple also uses authorized retailers, such as Wal-mart, Target and Best Buy. The company also includes telecom companies like AT&T, Verizon, and Sprint, which sell iPhone units. In addition, Apple uses fulfillment services from companies like Amazon.com and eBay, through which third parties sell Apple products online. Thus, Apple's Unit 5 Individual Project marketing mix is comprehensive in exploiting different types of online and non-online distribution channels. Implementation of Communication Strategy The company has introduced the new Internal Communications Strategy for Apple Inc. This strategy has been designed to recognize and support the structures and working practices arising from Foxconn, Apple's main supplier of iPhones and iPads. Company's strategy has a broad scope: the situational analysis is identified, key stakeholders and listed and objectives are stated along with relevant strategies and tactics to help mitigate the labor issues factory workers at Foxconn are facing. The principle behind this strategy is to encourage and promote good communication in a two-way process; it is about exchanging information and keeping all Apple Inc. employees updated with any and all news pertaining to the brand. Apple Inc., represent the brand as best as possible by allowing for effective and accessible communication mechanisms, build strong relationships among our employees and keeping them informed. Implementation of Pricing Strategy Company uses a premium pricing strategy. In this component of the marketing mix, the emphasis is on how prices represent the company and its products, while meeting consumer expectations. In Apple's case, the premium pricing strategy involves relatively high prices. This pricing strategy results in helping in maintaining the high-end image of the company and its products. Another effect of this pricing strategy is that Company's products attract a smaller market share composed of people from the middle and upper classes. Nonetheless, the company maintains profitability because premium prices entail higher profit margins. Thus, Apple's marketing mix is aligned to the company's premium product development strategy. Differences in Implementation: From One Country to Another 6 Unit 5 Individual Project 7 Company's some Mac computers are manufactured in the U.S. and Ireland, substantially all of the Company's hardware products are currently manufactured by outsourcing partners that are located primarily in Asia. Some of outsourcing partners are the sole-sourced suppliers of components and manufacturers for many of the Company's products. Company identifies and recognizes that laws and regulations related to mobile communications and media devices in the many jurisdictions in which the Company operates are extensive and subject to change. Such changes include, among others, restrictions on the production, manufacture, distribution and use of devices, locking devices to a carrier's network, or mandating the use of devices on more than one carrier's network. Company's products are also subject to certification and regulation by governmental and standardization bodies, as well as by cellular network carriers for use on their networks. These certification processes are extensive and time consuming, and could result in additional testing requirements, product modifications, or delays in product shipment dates, or could preclude the Company from selling certain products. Conclusion Apple Inc is having competitive market for its products but facing efficiently by developing products and marketing and pricing strategies. Company's products and reputation is high in worldwide market of company's products. Unit 5 Individual Project References http://investor.apple.com/secfiling.cfm?filingid=1193125-15-356351 https://shaganaas.wordpress.com/2014/05/02/apples-internal-communications-strategy/ http://panmore.com/apple-inc-marketing-mix-4ps 8