Marketing Audit of Apple Inc. Case Study

Marketing Audit of Apple Inc.
An examination of the business environment and marketing strategy of Apple Inc.
# 152468 | 4,063 words | 15 sources | APA | 2013 | KE
Published on Feb 18, 2013 in Business (Companies) , Business (Management) , Business (Marketing)

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The paper provides some background on the Apple company and examines in detail its micro and macro business environment. The paper then focuses on Apple's marketing mix and its segmentation, targeting and positioning strategy. Finally, the paper offers recommendations that the company's marketing department can implement to improve the effectiveness of the company's current marketing strategy.

Table of Contents:
Introduction and Company Background
Apple Micro and Macro Business Environment
Apple's Marketing Mix
Apple's Segmentation, Targeting and Positioning Strategy
Recommendations for Apple's Future Marketing Strategy

From the Paper:

"The consumer electronics market in the US is characterised by immense monopolistic competition. According to Canumalla and Viswanadham (2010), the low barriers to entry compounded by extreme rivalry between large players such as HP, Microsoft, Apple, Google, Dell, IBM and Lenovo make the entry into the market by small scale companies easy hence increasing the level of competition. Further, there is strong supply power since processor manufacturers are few. Specifically, Apple market success is influenced by processor manufacturers such as Intel, Cyrix, and AMD (O'Grady, 2009). Further, Apple market success is influenced by the strong buyer power especially the US middle class households whose level of disposable income has been on the increase since the last recession.
"Developed nations such as the US with multiple socio-cultural practices and ethnicities experience rapid changes in lifestyles (Solomon et al., 2006). Arguably, these dynamic lifestyles push manufacturers of consumer electronics such as Apple to constantly review their products designs. For instance, some section of the population prefers electronics with better graphical features, others may prefer lighter and smaller products with longer battery life for ease when travelling, others need reliable products for day-to-day operations, and others require new products prestige purposes (Canumalla and Viswanadham, 2010). In order to remain afloat, Apple must fulfil these varying interests."

Sample of Sources Used:

  • Apple Inc. (2013) Apple store. Available at: (accessed January 25, 2013).
  • Canumalla, S., and Viswanadham, P. (2010) Portable consumer electronics: Packaging, materials, and reliability. Tulsa, Okla: PennWell.
  • De Wit, B.D. and Meyer, R. (2009) Strategy Process: content and Context: An International Perspective. London: Thomson Learning.
  • Evans, B. (January 12, 2013) Apple's market share might be too high, not too low. Available at: (accessed January 24, 2012).
  • Fill, C. (2009) Marketing Communications: Interactivity, Communities and Content. 5th Ed. London: Financial Times/ Prentice Hall.

Cite this Case Study:

APA Format

Marketing Audit of Apple Inc. (2013, February 18) Retrieved July 03, 2022, from

MLA Format

"Marketing Audit of Apple Inc." 18 February 2013. Web. 03 July. 2022. <>