4. 4
Introduction
Corporate communication refers to a function or department of the management like other
departments such as finance, marketing or operations that is responsible to dissemination the
information to execution of corporate strategy to the stakeholders and share holders of the
company. There are number of the reasons to develop a message for internal and external
communication of the business or organization (Malmelin, 2007).
Company
Apple is an American multinational company that famous for the innovation, designs, develops
the personal computers, use of the high level technology, provides online services, sells and
establishes software for computers and consumer electronics. Moreover, the products also
include the Mac line of computers, iPod media player, iPad tablet computer and the iPhone. The
customers of the Apple at this stage are either the innovators who look to try every new piece of
equipment out there or the brand loyal customers who go for the upgrade. And because the
product is taking the shape in the market there are few competitors as well (Armstrong, 2013).
Product
Apple has to work on introducing new products on a consistent manner due to one reason that it
exists in highly competitive industry of technology and advancements while on the other hand
the second reason is that innovation is the life blood of the company as it claims to be the
manufacturer of the most advance and sophisticated piece of technology among the top players
(Baker, 2010). The company’s latest flagship phones branded as iPhone 6 & iPhone 6 Plus were
released in later half of 2014 and the company is in the final stages of its new release named
iPhone 7. Every year the company releases a new model of its iPhones.
Critical Analysis of the corporate benefits of adopting a marketing orientation
There is intense competition in the market. All the features of mobile are not adequate to capture
the market share. Therefore, the company needs to improve its marketing strategies and
promotion of the product (Armstrong, 2013). The brand appeal is dependent to the other brands.
If there is another model or new feature or design of the phone in the market, Apple needs to
5. 5
launch in competition otherwise the business will stop growing in the market. The wider
marketing range of Apple and Samsung make struggle and approach to other markets. In early
stages, Apple manufactures the large exclusive devices that are customized for various major US
carriers (Johnson, 2015). On the other hand, the large market share is captured in North America,
iPhone has some supply chain issues. The other operations of the company are not adequate for
the stiff competition in the market (especially in the Asian markets), due to the technology
advancement the behavior and demand of the customer is changing day by day (KS, 2014).
Apple with a marketing orientation has a strategic focus centered on awareness and
understanding of the marketing concept. This creates the long-term customer relationships for
the research and development process (HASELTON, 2013).
Adaptability
The significant advantage of the marketing orientation is that the company has to focus more on
the market and keep the ear open form more feedback from the customers about the products.
The feedback about the iPhones of the apple are positive in the market and they are growing in a
well maintain direction (Johnson, 2015). The overall adaptability of the products of Apple is
significant and becomes the symbol of the high lifestyle.
Product Efficiency
Another potential downside of a client driven technique is less accentuation on unending change
of creation procedures and proficiency. New gear and generation procedures rise all the time in
commercial ventures and if your organization is not always looking for these enhancements, it
can fall behind. Creation effectiveness is basic to keep up low expenses and producing solid
benefits.
Technology Advances
A thump against the advertising introduction, and an advantage refered to with an item
introduction, is the capacity to all the more rapidly update items with cutting edge innovation and
quality elements. In spite of the fact that more responsive, organizations that don't make item
changes a center might not be able to adjust as fast to give these quality advantages to clients
(KS, 2014).
6. 6
Customer-Centric Alignment
A noteworthy social point of interest of receiving the advertising introduction in your business is
that you can representatives at all levels included in one vital mission of consumer loyalty. This
requires top administration stressing the needs and fulfillment of clients as top needs.
Objectives
The objectives of the study includes to
a. Provide the marketing insight of the Apple product(s)
b. Analyze the marketing position of iphones
c. Identify the key position and marketing mix of Apple
d. Assess the key performance indicators for success of iphones
e. Analyze the corporate communication & market orientation of Apple and iphone
7Ps of Apple’s iphone
Product
The iphone is one of the highest rated products in the market. This is because this brand of the
Apple and Apple is famous for the innovation and product development and the unique features.
The features of the iphone include:
1. Touch Screen
2. Display of Retina
3. GPS Navigation
4. HD photos and videos
5. Wi-Fi
6. Data Packet
Pricing
Apple uses skimming price strategy for its iPhones and aloof its products. The skimming price
strategy basically focuses on high prices by recovering most of its profits from the early buyers
of its products which are basically the tech-savvy innovators. Because the company invests
heavily on the design and development of its iPhones it looks to recover its costs from the early
buyers and gradually decreases the price later on (Baker, 2010). Normally the rates or prices of
7. 7
the Apple iphones range from $650 to $950. The mobile phone of Apple is expensive in the
market. On the other hand, company has to invest more in the research and development for the
improvement of the iphones and maintain the image of this prestigious brand (Lancaster and
Withey, 2007).
Promotion
Following are the stages which are involved in the promotional campaign of the
iPhones(Lancaster and Withey, 2007);
i. Defining the specific objective
The organization while advancing its iPhone items has a particular goal and that is to give the
clients the genuine advancement that adheres to their creative energy and impacts their lives.
ii. Establish a distribution plan to the target market
The organization adequately outlines the dissemination arrangement for its iPhone by offering it
through the retails stores and the web store. The organization additionally utilizes alternate
retailers to offer its items.
iii. Develop a central theme
The focal subject of the advancing the iPhones is development and extraordinary configuration.
The rest is accomplished by the top level of client administrations.
iv. Create a message aligned with the theme
The zinger of the organization is "Think Different" and same runs with the iPhones. The items
depend on the uniqueness of the configuration highlights and different parts of the equipment
and programming.
v. Relate to the specific objective
Apple then relates this punch line with its organization objective. The organization produces
iPhones with development connected with them and this gives feeling to the clients that they
have an item which is discrete from whatever remains of the business sector.
8. 8
vi. Integrate innovation, price and value together
The following step that Apple performs is that they incorporate the advancement, the worth saw
and the cost keeping in mind the end goal to make an immaculate bundle for the clients. Apple
likewise hopes to coordinate the top of the line affiliation the client can create with its iPhones
by describing it as an extravagance thing (Malmelin, 2007).
vii. Deliver and maintain
The last step is to convey and keep up what was on the paper by applying the cutting edge
innovation to really give the experience that was created in the before stages. This is a piece of
the limited time crusade as it will make esteem for the future deals.
Place
Apple has a strong presence with its first party stores. The strategy of the Apple is not to so
commercialize the product. Customers do not have easy access for the products of the Apple and
new launches like iphone series. The iphone 6 is in great demand outside the parent country and
in markets of Asia. However, in many Asian countries Apple does not have authorized stores for
sale and purchase of the iphones. This thing also affects the sale of the product. They should
provide opportunities to customers for testing of the products and their kind suggestions or
feedback.
People
iphone promote an engaging but relaxed and enjoyment culture for its customers as well as
employees. People have effective technical support teams and CEO’s for the promotion of the
products. Often they ensure every customer and personal staff member to appoint the people for
the promotion of the product (Malmelin, 2007).
Processes
The Apple having diversification in its processes could be able to trade the products at relative
rates especially for iphones. It is a growing concern in the diversified companies that such
premiums are destructive for its values because of its operation in multiple facets. The firms or
the companies choose to diversify its product quality and product ranges. The company chooses
to diversify due to the aspect that the benefits of the diversification is outweighing its costs.
9. 9
Physical Evidence
Lack of the stores and officials in other countries also creates problems for the customers.
Therefore, before and after the launch of the product there are rumors and speculations that make
the customers doubtful for the purchase of the products (Martin, 2009). Mostly the users have to
visit the websites that are not the authenticity of the product. Moreover, apple does not have
control over it.
Communication Planning Meeting
The communication planning is the strategic planning process for the operations of the new
product development or launch. In the communication planning the agenda is set and also the
execution of the plan according to the policies and recommendations of the top management. In
the communication matrix below, there is the proposed plan about the marketing project of the
Apple iphone in the market.
Mapping of present situation
For the consumer products the goods are sold to the final customers while for the industrial
goods the products are sold to the clients that are not the final users. Therefore, the promotional
campaigns also vary (Seggie and Griffith, 2008). Though the selling is still done to a party who
10. 10
is purchasing the offered product but the purchase intention is different here. There is a huge
difference between the purchasing process of a B2B firm and B2C firm.
Key Stakeholders Communication
The fundamental sympathy toward a B2B firm is to spare however much time as could be
expected in the acquirement. The B2B acquiring is done on the premise of rationale and
arranging while on the other the B2C buying is done on the premise of passionate connection and
obtaining force. The buy choices in a B2B setup are more adjusted appropriate arranging and
coordinated with the generation and supply frameworks here the gatherings are searching for
more data and the prime center is to spare time and cash however much as could reasonably be
expected.
Future state vision
Marketing innovation and design is an imprint pillar of the success of the business or product.
The learning of this module and this study make able to understand the techniques of the
marketing necessary for the business development. The costumers are the stakeholders of the
company. Therefore, this is necessary to make the products according to the nature and demand
of the customer. The fast growing change in the technology makes the rapid change in the
structure of the business.
12. 12
Context
Apple is successful at a remarkable level to communicate context structure of the iphone for the
customers. iphone’s have the new features/designs and allow their users for playing some of the
activities that was not possible in the past in spite of using computers or some of the other
devices such as amending an office documents or sending or receiving the emails (Seggie and
Griffith, 2008). In this competitive age, brands are playing the important role for taking
consumer-buying decision.
Clarity
Clarity along these lines of working is a purposeful decision to exchange some clarity
consequently for more adaptability. We have to make things clear where we can, to elucidate
objectives and parts to a sure degree. There is need for the company to make and the developing
marketing strategies in relation with competitions in the current markets. There is need to pay
attention on the service, branding and product strategies to remain in the market (Seggie and
6 Cs
Management
Model
Context
Clarity
Cooperation
Control
Communication
Community
13. 13
Griffith, 2008). Value addition in services, will help to make the good relationships with the
customers in the market.
Cooperation
iphones clients get impacts by the name of the brand when they need to pick the phone. Clear
and solid brand picture or the notoriety persuade the customers for picking the item and expand
their certainty. A decent brand dependably has the superb items that shoppers can undoubtedly
trust on that brand (HASELTON, 2013). The cooperation of the customers and representative of
the company helps to develop the product. In case of the Apple, there seems the less cooperation
because the company mostly posses the authoritarian style of leadership.
Control
Apple has good control within the organization and in market. It captures firmly the minds of the
customers. The brand loyalty and the image of the company are well deep rooted in the minds of
the customers. Therefore, the company successfully offers and sale its iphones in the markets.
Every new version has some new feature and amendments as compare to the older.
Communication
iphones of Apple communicates with the technology and innovation. Company has to pick and
utilize the right innovation for the right assignment, and the right method of collaboration. In
addition to this, they have to comprehend correspondence crosswise over societies and make
investment and engagement when conveying on the web (Lancaster and Withey, 2007). iphone
likewise need to comprehend the part of online networking in supporting along these lines of
working.
Community
The cost per customers continue to be on the lower side however the profits start to decline as
well because of the presence of the new products. The customers at this stage which jump on the
bandwagon are the laggards who go for the price reduction and are not much interested in the
attributes that are offered by the products (Seggie and Griffith, 2008). The competitors also start
to decline because of the new adoption of the technological advancements in the market and new
trends.
14. 14
Proposedcorporate objective indication
The proposed corporate objective indications are
a. Set the high level targets to achieve in a specific time period
b. Increase the sales revenue by approaching other countries physically
c. Increase the profit per unit
d. Sell top quality products and gain profit for shareholders
e. Increase the sale volume being cost leader in market
f. Maximum customer satisfaction
These are important for the development of the business and growth in the other emerging
markets. Moreover, this also helps Apple as whole to compete with Samsung and Nokia in Asian
markets.
Recommendations
Apple should focus on improving the software for all current versions of the iphones. The
hardware rigidity especially the glass screen should also improve. There is need to maintain the
current prices for the iPhone. The company should also consider the releasing a less costly phone
in order to increase the market share from a sister company. This is also recommended that the
Apple has to make sure the availability of its products especially iphones so that it provides more
warmer and comfortable buying experience to the customers. There is also important to increase
the communication structure to sustain the position in market. Apple has no need to do much for
the promotional activities but according to the current trends in market, apple has to invest in the
promotional activities. They should encourage customers to buy from their stores.
This is also recommended that Apple finds a personality for the sale of the new iPhones series.
For this purpose the personality endorsement marketing tactics is feasible for Apple to compete
its competitors Samsung in market. The attention of the media can be an absolute face of the
company like the Steve Jobs.
15. 15
Conclusion
This clearly states the style of the company to conduct the business. Apple is already taking
advantage from its innovative strategies. Other producers of Smartphone should also consider
these recommendation for increasing their sales volume and brand equity in the market. They
should understand value of brand awareness and identity for gaining competitive advantage in
this competitive industry. They should use these techniques for increasing customer’s
satisfaction. Apple actually works to pursue the expectation of the customer instead of simply
providing them what they need. However, this is the continuous process as they level of the
expectations are increased every time whenever a company meets them. Therefore, the company
has to be on its toes at all times and so far Apple has been able to deliver the goods. Another
thing that comes here is that the company has to be quick about delivering the goods as well. In
the tech industry the pace is very quick and every trend develops and changes in a sudden
manner. This is necessary for the business to understand trend in the marketing and the buying
behavior of the customers. Moreover, the rapid change or unique things are the demand of the
customers this is the general scenario and every consumer wants to look unique. The
advertisement makes the sale good, promotes the business and makes the good relationships with
the consumers in market. The image and position of the company and product is only made when
there is something new in the product. Therefore the research and development department of
any company continuously work on the innovation.
16. 16
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HASELTON,T. (2013) Will We See an iPhone6C Next Year? OurThoughtson theNew iPhoneFamily,
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2015].
Johnson,K.S.(2015) Cell PhoneMarketing Strategy,[Online],Available:
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