SWOT Analysis marketing
department
Strengths
Possible Strengths
Tangible Strengths
¿What difference does apple
have in marketing to the
competition?
What means does apple use
to promote its products
Are your products unique or
market leading?
Intangible Strengths
Do you have a proven
advertising process that
works well?
Do you have more
experience in your field?
Response Is it a strength?
yes His focus was not just on creating product
everyone could fall in love with
yes In this area, the brand utilizes a large range of
marketing channels and mainly digital
marketing channels for promotions. The
company uses paid channels as well as e-
commerce platforms for the promotion of its
products and services.
not They are not unique but they lead the market
with their products since they are of the
latest technology and of good quality
yes The company has also raised its focus on
corporate social responsibility in recent years.
Tim Cook has tried to change the image of
Apple from a fiercely competitive tech brand
to a competitive and passionate company.
yes Matching Consumer Expectations
Apple is a leading company in the technology
world since the 1980s. As a leader, Apple has
a huge market share coupled with consumer
expectations that are currently shooting
through the roof. Customers expect better
things from apple year in year out and living
up to these expectations isn’t easy for
anyone, at least not Apple.
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department
Weaknesses
Possible Weaknesses Response Is it a Weakness?
Tangible Weaknesses
Is your product line too narrow? yes because it does not have an
economic line, which can be
done by people with fewer
resources
yes it is very likely that there will
threat of new competitors be new competitors and those
that exist today will become a
greater threat.

Intangible Weaknesses

¿their prices are acquisitive? not its prices are quite high for that
reason its space in the market
is selective
¿the market in which it operates is yes new technologies are
highly competitive? manufacturing products with
similar functions and lower
prices

Opportunities

Possible Opportunities Response Is it an Opportunity?

Industry Opportunities

Can you expand your product yes since you have all the
range? necessary equipment to
create a product with a more
affordable price
¿How would Apple take advantage yes Apple should seize this
of its technological advance to opportunity by developing
support the new 5g technology? software and hardware that
allow them to take advantage
of 5G technology

Macro Opportunities

Is the economic outlook yes The number of mobile devices

favourable? distributed has increased
 SWOT Analysis marketing
department
¿which advantage places you above
your competition worldwide?
Other Opportunities
Has the marketing strategy been
key to apple's success?
¿How is the connection with your
users?
Threats
Possible Threats
from 200 million units
in 2009 to more than 1,423
million units in 2015. This
growing demand for devices
mobile represents an
opportunity for Apple, to
expand into new markets or
to consolidate
its positioning in the markets
where it is already present
yes Apple has its own operating
system: iOS
yes
Apple has had, over the years,
a solid marketing strategy
that has marked a important
differentiator among its
competitors, which has
generated a brand highly
valued. This company has
focused on providing the
consumer with a unique
experience with cutting-edge
technology that stands out for
its simplicity of use
have
a strong connection with its
users, which extends through
its distribution channels.
It has online stores, its own
retail stores that have a
unique format and service
differentiated, third-party
stores, after-sales service and
support with trained
personnel who
know the functionality of
their products.
Response Is it a threat?
 SWOT Analysis marketing
department
Industry Threats
“Self-attack” strategy with planned
obsolescence for its products
yes Apple tiene una estrategia de
obsolescencia planificada,
porque si bien está
lanzando un producto, ya está
planeando una nueva versión
del mismo; esto no es
necesariamente
bien visto por sus
consumidores, especialmente
por el mercado europeo.

Macro Threats
Lack of a creative and innovative yes at the moment he does not
leader like have a creative mind like stive
Steve Jobs jobs and that presents a latent
threat

Other Threats
It depends on a single product yes one of the specific threats is to
(iPhone). have a single product that
supports them, they should
think about expanding their
portfolio and thus they could
achieve more future results