M2 Topic 3 Processes of Marketing - Apple/Domino case study

Question 1

what are Apples strengths (5)

Answer 1

strong global brand 
strong customer loyalty
own operating system
Apps and the App store
High profitability from iphones

Question 2

what are Apples weaknesses (2)

Answer 2

High price relative to competitors

Criticised for lack of innovation

Question 3

what are Apple’s opportunities (3)

Answer 3

expansion of operations to India to avoid tax and access the Indian market
Promotion of older iPhone models to compete in India
Expansion of Apple pay to international market

Question 4

What are Apple’s threats (2)

Answer 4

increased competition from Asian brands (Huwawei,oppo)

Growth of Samsung

Question 5

how does Apple complete market research

Answer 5

Apple surveys iPhone buyers monthly, to reveal what drives customers to buy Apple iPhone’s compared to other smartphone brands

Question 6

what are Apples marketing objectives (2)

Answer 6

Increase market share in India by 10% in the next 12 months by securing agreements with the Indian Government
Increase online sales by 15% in the quarter by offering price discounts

Question 7

what is Apple’s target market campaigns like

Answer 7

Mass Market:
- 2015, “Shot on Iphone” campaign show cased images taken by iPhone users marked on billboards, television and social media in 25 countries

Question 8

what market strategies has Apple planned to use in order to market the iPhone 2018 (3)

Answer 8

Multiple positions, price points
Position 1: Sept 2018, release iPhone Max Xs: as the largest most expensive phone (flagship phone) [$1800(256gb) - $2400 (512gb) AUS]

Position 2: Sept 2018, release IPhone Xs: as the smaller less expensive version of the iPhone Xs Max [$1630(64gb) - 2200 (512gb) AUS]

Position 3: Oct 2018, release iPhone Xr as a updated version of the i Phone X (uses old gen tech) [$1230 (128gb) AUS