iPhone
This is one of the Apple Inc. products and combines an internet communication, mobile phone, and IPod in a single portable device. Besides, the product exhibits unique features including web browsing, email, and searching. The product is also suited for both Windows and Mac machines. Automatically, iPhone synchronizes content from an individual iTunes library, including email accounts, bookmarks, and contacts. It also allows users to download video files and audio from the iTunes Store including a wide range of digital applications and content. The product can be accessed easily through the company retail and online stores and third parties (Danaher, Hardie & Putsis 504).
Place (Distribution)
Apple Inc. distributes its products in ten countries across the world. It conducts its operations via its online business portal and 301 retail outlets where customers can purchase requisite products such as iPhone (Danaher, Hardie & Putsis 501). The company marketing managers take into consideration the production facility before settling on a specific distribution model. The company applies distinct distribution channels to reach various clients located in various places and regions. For instance, the company’s facility in California satisfies the needs of the United States Consumers whereas the European plant satisfies the needs of European customers. Besides, the Singapore based plant serves the Asian customers (Danaher, Hardie & Putsis 503). Initially, the company wished to control its entire distribution channel. However, it commenced adding other channel partners, including large-scale retailers such as Best Buy, Wal-Mart, and AT &T. Besides, the expansion of online shopping and e-commerce trends allows consumers to conduct their purchases anywhere, anytime. In summary, Apple Inc. distribution strategy includes fulfillment services, telecom services, and authorized retailers, Online App Store and Apple Store and Apple Stores. The product is often stored at a strategic place to enhance its visibility (Danaher, Hardie & Putsis 503).
Price
Apple Inc makes use of the premium pricing approach to sell its products to the end consumers. The company puts emphasis on how the product price depicts its image while satisfying the expectations of the consumer. In the context of Apple, the premium pricing approach entails moderately high prices. The pricing strategy is influenced by the company’s smaller customer base that consists of individuals from upper and middle class. For instance, the retail price ranges for the above product is from the lowest option to the offer that is more expensive. For instance, in 2015, iPhone 5s 16GB was $ 450 and 32GB was $ 499. iPhone 6 with 16GB was $ 549, 64GB $ 649,128GB $849 and $ 949 for 128GB for iPhone 6s Plus. However, the used iPhones are inexpensive when purchase is made from an action site or trade-in service (Danaher, Hardie & Putsis 503).
Promotion
The Apple Inc. promotion strategy puts emphasis on the firm’s product quality and premium image. The marketing communication or promotional mix enables the company to reach a large target market. The company promotional mix is characterized by distinct elements, including public relations, sales promotion, personal selling, and advertising (Yoo, Donthu & Lee 202). The company advertises the product through its Apple Stores and Websites including via other firms including technology news sites. Apple Inc also makes use of personal selling that is its employees to provide customers with product-specific information to enhance product purchase. The company promotional mix also entails sales promotion that occurs in its Apple Stores. For instance, when bundled with expensive and larger products, discounted prices are often offered by the App Stores. Equally, the company makes use of its public image to enhance its corporate image. The company’s press releases, exclusive interviews, and new product features are excellently executed to optimize image (Yoo, Donthu & Lee 204).
Part B
If I would be given an opportunity to improve one element of the marketing mix, it will be the distribution of the company products. To start with, I will make significant changes to this element, such as making it a priority, developing track performance, and measurements, enhancing the company revenue through the use of more sophisticated distribution channels, reducing pricing conflicts and addressing conflicts swiftly. To achieve these changes, I will assign a manager whose primary responsibility will be to manage the relationship between the company and its target customers as well as design marketing programs that enhances the company revenue through the channel (Yoo, Donthu & Lee 204). Additionally, I will track excellent sales performers at various points of the distribution channel. This will be realized by tracking total revenue, volume, and orders at various points. As such, I will improve and identify underperforming partners and make remarkable performers happy. Through effective communication with various distribution partners, I will be in a position to identify their problems and come up with a solution (Yoo, Donthu & Lee, 200).
In addition to the above, I will own the marketing campaigns with the primary objective of driving revenue through various distribution channels. Besides, I will encourage distribution partners to build their customer base rather than just marketing the product. I will monitor, evaluate, and test this element based on the volumes of sales, company revenue, and the number of new and potential customers. The above adjustments will improve the relationship that the company has with its customers and distributors.
Works Cited
Danaher, Peter, Hardie, Bruce and Putsis William. Marketing mix variables and the diffusion of successive generations of a technological innovation. Journal of Marketing Research, 38.4. (2001): 501-5
Yoo, Boonghee, Donthu, Naveen., & Lee, Songho. An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28.2 (2000): 195-211.
