Submission of Summative Assessment

Assessment Detail
Module Code and Tittle MC4064NI Principle of Marketing
Course Tittle BA (Hons) Business Administration
Level 4
Cohort Spring 2021
Credit Semester Long
Component Comp 001
Weight 100%
Assessment Tittle Submission of Summative Assessment
Module Lecturer Mr. Saroj Wagle

Submission Detail:
Student’s Name/s University ID
Anish Bhandari NP04BA4S220014

Date of Submission 17th May 2021

Words Count 1936

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Table of Contents
1.Chapter 1: Introduction...................................................................................................1
1.1 INDUSTRY PROFILE........................................................................................................1
1.2 CUSTOMER VALUE :.......................................................................................................2
2. Chapter 2: Competitor Analysis......................................................................................2
2.1. Major Competitor of Apple company are....................................................................2
2.2 Strength and weakness of Twitter.................................................................................3
3.Chapter 3 : SWOT ANALYSIS OF APPLE............................................................................3
4.Chapter 4: Key Marketing issue :.....................................................................................9
5. Chapter 5: Analysis of Marketing issues.....................................................................9
Chapter 6 : Recommendation and Marketing Strategies.................................................10
6.1 Recommendation of apple............................................................................................10
6.2 . Strategies of Apple:.....................................................................................................10
Bibliography......................................................................................................................1

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Objectives of Study:
 To understand different business laws and marketings of the organization.
 To learn and identify the releveant marketing laws and concepts.
 To analyze and identify concepts and models of marketing of the selected
organ

1.Chapter 1: Introduction

1.1 INDUSTRY PROFILE

Apple Inc. is an American multinational technology company which engage in

different software , electronics and online services of consumer. Its
headquartered is located in Cupertino, California, United States. Apple was
founded as Apple Computer Company on 1st April , 1976, by Steve Jobs ,
Steve Wozniak and Ronald
Wayne to develop and sell Wozniak;s Apple I personal Computer.

COMPANY PROFILE
Key facts

Name Apple
Founded 1st April 1976
Logo

Industries served Consumer electronics, software and online services

Geographic area Americas , Europe , Greater China , Japan , and Rest
served of Asia Pacific
Current CEO Tim Cook
Revenue $ 97.28 Billion USD
Profit $ 152.836 of 2021
Employees 154,000
Main competitors Motorola , Twitter , IBM, Microsoft et.

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VALUE CHAIN:

Apple value chain analysis is the framework that helps to identify the business
activities and ultimately creates a competitive advantage for the business . The value
chain contains the entire range of different activities from the initial state to the end
involved in launching the
product to the market and to the end users.
echnology giants don't use just-in-time in inbound logistics, but Apple's supply chain
practices are a benchmark for global enterprise efficiency. Off-take commitments
from multinational technology companies typically cover up to 150 days of needs [2].
CEO Tim Cook is known for his strategy of competing with each other, and after
taking office as CEO in 2011, he has significantly reduced the number of suppliers.
The scope and scope of the work described below and the development of strategic
relationships with suppliers. In addition, Apple Inc. It provides enormous bargaining
power when dealing with suppliers and secures a cost advantage when purchasing
resources.

1.2 CUSTOMER VALUE :

Apple's customer satisfaction and loyalty have grown steadily over the years,
reflecting the consumer's view of the brand. According to the NPS benchmark,
Apple's 2022 NPS score is a whopping 72, well above the average NPS score for the
consumer electronics industry.

2. Chapter 2: Competitor Analysis

2.1. Major Competitor of Apple company are :

 Motorola
 Twitter
 IBM

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 2.2 Strength and weakness of Twitter :

The strength and Weakness of Twitter ;

Strength Weakness

 Distribution of network is  Limitation in success outside

strong of the core business
 Successful in tracking of  Lack of choices
records of developing new  Products are sold in short
products range
 Successful in brand portfolio  Less efficient in demand of
 It is strong in dealing dealer product
community

(https://bstrategyhub.com/twitter-swot-analysis/)

3.Chapter 3 : SWOT ANALYSIS OF APPLE

Apple is the dominant leader in the global tablet market with 56.62% share market.
It’s competitors in the market are Samsung, Amazon , Huawei and Asus with
24.06%, 5.44%, 3.97% and 1.62 % market share respectively till Statcounter , 2021.

There are some strengths and weakness of Apple given below:

STRENGTH: WEAKNESS:

1. Innovative products and 1. Limited distribution network

Unique Design 2. Lack of compatibility

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 2. Introduction of New 3. Price point
Services 4. Unfair business practices
3. Technological Excellence
4. Global Reach

OPPURTUNITIES: THREATS:avirus out

1. Brand loyalty 1. Market capture by
2. Addition to product line competitors
3. Partnership and 2. Coronavirus outbreak and
Acquisitions global tensions
4. Technology 3. Lawsuits
4. Incresing competition and
market share

(https://www.edrawmax.com/article/swot-analysis-of-apple.html)
(SAXENA, MARCH 14 , 2021) (https://www.superheuristics.com/swot-analysis-of-
apple/)

STRENGTHS OF APPLE:

1. Innovative Products and Unique Design

Apple has their own software, hardware and other different products
Which helps it rank among one of the top of the ladder.
Each year, their new products improve the design, usability,
and easiness of the product which helps them to capture the market
even after having high prices.
2. Introduction of New Services :

Apple is being successful in launching their own systems. Some of the new
services to be launced and improved are Apple TV+ , Apple Music , iTunes ,
Apple card and many more. Apple constantly innovate their product profile
which works as a strength of the apple.

3. Technological Excellence

Apple is successful on developing products by focusing on quality and

working on top notch technology which helps them to boosts their brand
loyalty. Compromising in quality is what disrupts a business market share
so apple doesn’t compromise in quality of products which works as a
strength of the apple company.

4. Global Reach:
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 Apple is globally known company and its selling products across 25
countries. Apple is one of the most trusted and authentic company around
the world. It has established its own brand name globally.

Weakness of Apple :

1. Limited Distribution network:

Apple Inc. has a limited distribution network because it sells its products by itself,
and few stores are scattered all around the world. We can easily find other
smartphones by just walking into any store but its very hard to get the apple products
like that. The major disadvantage of this is that it limits market reach.

2. Lack of Compatibility

Apple products are mainly compatible to apple accessories only . Due to unique
charger cables , lack of ports and missing jack porys it is less compatible.
Although these services and innovative designs can be added but these might
increase the costs as well.

3 Price Point :

Apple has a premium pricing and this pricing is concern for many people . The
apple has only managed to target an elite class of people due to the high
profit margin.

1 Unfair Business Practices

Apple is under different kind of investigation for business practices . Apple

has been accused of using different tracking apps in its phone as well.

OPPORTUNITIES OF APPLE

1. Brand Loyalty
In the minds of buyers, Apple has established a premium image linked with
style, status, and customisation, resulting in increased sales.

Apple's iPhone has a stunning 92 percent customer retention rate.

This is just the beginning of what they can do in terms of market share.

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 Apple has the opportunity of increasing this percentage by keeping
their customers pleased and bringing new ideas to life.

2. Addition to Product Line

Apple's tiny product portfolio only allows it to capture a small percentage of

the smartphone market. They should expand their product and service
offering in order to compete with other technology giants. Apple Pay, for
example, has been a useful addition to Google Pay and other payment
methods now available globally.

3. Partnerships and Acquisitions

Apple has the option to buy AI, Machine Learning, and technology-
focused startups and companies. Apple may be able to incorporate this
technology into their goods and improve their quality as a result of such
acquisitions.

4.Technology

A
pple has the opportunity to continue to grow beyond just Apple watch and airpods
into other different categories.

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Upcoming technology along with Artificial Intelligence will enable apple to increase
it’s profit margin and have a strong market position, the company has also extended
it’s AI portfolio.

Threats

1. Market Capture by Competitors

The entire ecosystem of smartphones and the industry is changing,

opening up opportunities for competitors to enter the market.
Comparing the market shares of Android and iOS smartphones
alone, they show about 74.13% and 24.79%, respectively. This
could also be due to some brands working on the development of
open source Android smartphones.

2. Coronavirus Outbreak and Global Tensions

Most companies rely on manufacturing and supply chains in China.

Unfortunately, the outbreak of this new virus has been successful in damaging up to
20% of Apple's annual revenue by April 2020, especially in countries such as China,
Italy, South Korea and the United States. Revenue was expected to be between $ 63
billion and $ 67 billion, down 1520% from the forecast to reach only $ 57 billion. )

3. Lawsuits

Apple is actively working on hundreds of proceedings. Consumers mainly open

these when the phone is slowing down and the CPU rate is low. According to recent
news, Apple will pay $ 18 million to resolve a lawsuit that slows or invalidates
FaceTime on older iPhone models.

4. Increasing Competition and Market Share

Apple has established itself as a solid brand, but faces competition from brands such
as Samsung and Dell. You can see the difference based on the number of Android
users compared to Apple users.

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4.Chapter 4: Key Marketing issue :
4.1 : Marketing issues of Apple:

1. . Apple is Thin Skinned

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 Everyone knows that Apple's relationship with competitors and allies is filtered by
Steven Paul Jobs' spirit. Whether it's a dropout in Adobe over Flash, a skirmish that
bypasses the Atom CPU in Intel over Apple and adopts its own A4, or the hassle of
Google competing with the iPhone, corporate transactions always use Jobs' subtext.
It seems that they are taking over

2.Enterprise Support Often Fails.

There's a wide range of ideas about how Apple treats the company, so I'll elaborate
on it except that Apple marches in the tone of its drummer, never looks down on the
company, or gives up its freedom. plug. -Company catering.

3. Apple Product Documentation Sucks.

We all know that Apple's products are easier, easier to use, more consistent, and
more documented than most other products. According to the edict. This belief on
the part of Apple prevents people who create Apple documentation from making
extra efforts to ensure that all topics are properly covered. Apple prefers to omit the
difficult sections of the descriptive text if the product looks easy to use and fun.
(Martellaro, 2010)
(SAXENA, MARCH 14 , 2021)

5. Chapter 5: Analysis of Marketing issues

A. Enterprise Support Often Fails

There's a wide range of ideas about how Apple treats the company, so I'll elaborate
on it except that Apple marches in the tone of its drummer, never looks down on the
company, or gives up its freedom. plug.Apple sells to governments and businesses
at all levels around the world. What makes these organizations crazy is that due to
priorities within Apple, support for their own projects regularly fails. A good example
is the ongoing support for smart cards on Mac OS X. The same thing happened with
Common Criteria support for the Basic Security Mode (BSM) audit subsystem. As
long as this author deals with it, it changes regularly, breaks, loses functionality, and
is undocumented. Also, NFS issues were annoying right after Mac OS X shipped
and have been around for a long time. The point here is that the company is always
second only to Apple's consumers. That's okay, but that doesn't mean Apple's
enterprise products should be second-rate. The company is nothing less than long-
term, consistent excellence. It's very easy.

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Chapter 6 : Recommendation and Marketing Strategies

6.1 Recommendation of apple

1.Pricing:
Agreed, that Apple delivers the best user experience, but their products are getting
increasingly expensive in emerging/developing economies

2. International Warranty:
Their "International Warranty" should be applicable everywhere. Instead, if you
look at the Indian market, if I buy an iPhone from say, Singapore, I cannot send
it for repair in the Indian office.

3. Due to unique charger cables , lack of ports and missing jack porys it is less
compatible.

4. Limited Distribution network

6.2 . Strategies of Apple:

.
Apple Inc.’s generic strategy and intensive growth strategies directly relate to the
company’s strategies in pricing, marketing, and other areas of the business. Michael
E. Porter’s model for generic strategies defines strategic options that the company
can use to develop its competitive advantages in the consumer electronics and
information technology and services industries.

(MEYER)

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Bibliography
(n.d.).
(n.d.). Retrieved from https://www.superheuristics.com/swot-analysis-of-apple/.
(n.d.). Retrieved from https://www.edrawmax.com/article/swot-analysis-of-apple.html.
(n.d.). Retrieved from https://bstrategyhub.com/twitter-swot-analysis/.
Martellaro, J. (2010, Mar 12th). Retrieved from
https://www.macobserver.com/tmo/article/the_five_problems_apple_faces.
MEYER, P. (n.d.). Retrieved from http://panmore.com/apple-inc-generic-strategy-intensive-
growth-strategies.
SAXENA, D. (MARCH 14 , 2021). SWOT ANALYSIS OF APPLE.