Wholesale and Retail

Group 4
Company: Apple Inc.

Members:
Janvier Caringal
Adora Cipres
Dhana Marie Cornejo
Alessandra Denise Landicho
Ivygail Reyes
Leah Grace Rolloque

Submitted to:
Mr. Darwin Peña
Apple’s Current Projects:

1. Autonomous Electric Car

2. AR and VR Headset
3. iPad Air with M1 chip and 5G
4. M1 Ultra Chip

Marketing Tools and Strategies:

Apple’s value proposition is “beautiful design that works right out of the box with ever-smaller
packaging”. The world’s largest IT company by revenue has been able to avoid price wars with
competitors by emphasizing its unique value proposition in its marketing communication
messages. Apple is a unique company in a way that it is a design firm, a media platform, a
publishing company, a software powerhouse and a computer manufacturer – all at the same time.
Such a position allows the company to communicate its value proposition to target customer
segment in a cost-effective manner.
An important feature of Apple marketing strategy is that the world’s largest IT company by
revenue does not use Pay-Per-Click (PPC) online ads on with Google or Facebook. Instead,
marketing strategy of Apple relies mainly on two pillars – product placement (especially with
celebrities and in popular shows) and the buzz created by positive reviews in the media. The
most notable cases of Apple’s product placement include the movies Transformers 4, Birdman,
The Verge, Birdman and Boyhood, as well as prominent TV shows such as Saturday Night Live
and The Daily Show.
Apple systematically benefits from the buzz created by positive reviews in the media – both,
traditional, as well as social media. The company achieves positive reviews due to high quality
and advanced features and specifications of its products and services. Moreover, the
multinational technology company proactively contributes to the creation of positive reviews in
the social media. For example, Apple usually sends new iPhones to selected technology and
mainstream media outlets to allow them to publish reviews before the phones went on sale.
Mission
We believe that we are on the face of the earth to make great products and that’s not changing.
We are constantly focusing on innovating. We believe in the simple not the complex. We believe
that we need to own and control the primary technologies behind the products that we make and
participate only in markets where we can make a significant contribution.

Vision
We believe that we are on the face of the earth to make great products and that’s not changing.
We are constantly focusing on innovating. We believe in the simple not the complex. We believe
that we need to own and control the primary technologies behind the products that we make and
participate only in markets where we can make a significant contribution.
We believe in saying no to thousands of projects, so that we can really focus on the few that are
truly important and meaningful to us. We believe in deep collaboration and cross-pollination of
our groups, which allow us to innovate in a way that others cannot. And frankly, we don’t settle
for anything less than excellence in every group in the company, and we have the self- honesty to
admit when we’re wrong and the courage to change. And I think regardless of who is in what job
those values are so embedded in this company that Apple will do extremely well.
Apple Inc. is a multinational technology company, based in California, United States, which
specializes in consumer electronics, software, and online services. Apple is best known for its
personal computers, phones, and its innovative marketing strategies used to market its products.
Apple’s marketing strategy exhibits the brand in a “minimalist yet highly efficient way”, which
is observed when the brand holds events when introducing a new product. The company offers a
range of products from phones, to smart watches, to home accessories. Currently, the company is
working on developing a fully autonomous self-driving vehicle that they are planning to
introduce to the market in 2024. Also, Apple is currently developing the iPad Air that is
equipped with the M1 chip, and computers equipped with the M1 ultra chip. The upgrades on
their products can cause a significant decline and can even dissolve the bargaining power of their
suppliers since the company is equipping their devices with their own processors. With Apple’s
future plans and projects their strength will be utilized the most since the company is a trusted
and known provider of innovative products that uses top technology. If observed their future
projects are well thought and is new to the market, like the autonomous electric car. The
company is engaging in utilizing their knowledge and technology to provide more ease to
people’s lives. As for the weaknesses of their long-term plan, their high-priced products is still
prominent because knowing Apple, their products don’t come on a cheap price. As for their
opportunities, the company is dwelling more into utilizing green energy which can be seen in
their concept of the electric car. And lastly for the threats of their future plans, Apple might be
facing competition when it comes to their AR and VR headset since they entered the market on a
later notice. While the MP5 Factors will might as well stay the same except for their competitive
rivalry, this is due to their late entry on the different markets and the competition that already
exists in these markets.