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Swot Analysis Of Apple Marketing Strategy

3863 Words16 Pages
1.0. INTRODUCTION

Every organization strives to benefit from creating value for its customers, in the most effective way, for the purpose of attaining competitive advantage in the business environment in which they operate.

Philip Kotler(2015) defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit”. According to Hollensen (2003), a strategy is a fundamental pattern of present and planned objectives…” Therefore a marketing strategy is a tool that is used to determine what the customer wants and use the resources available in the organization to meet that need.

Apple Inc was incorporated in 1977 and is headquartered in Cupertino, California, USA. They design, manufacture, and market personal computers (Mac), mobile communication (iPhone) and media devices (iPad), and portable digital music players (iPod), and sells related software, services, peripherals, networking solutions, and third-party digital content (iTunes) and applications (App store). All of these are top revenue generating product lines (Hellman, 2014).

This report will look at the internal and external environment and current situation at Apple Inc and determine the segmentation, targeting and positioning for their iPad tablet for the Kenyan market.

1.1. SITUATIONAL ANALYSIS
To prepare a marketing strategy, an in-depth examination of the internal (SWOT) and external (PESTLE) factors affecting Apple and the iPad should take
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