1.

The introduction of the Apple

Apple or Apple Inc. is an American technology corporation. Apple's main facility is located in California.
The company was founded on 1976 by Steve Jobs and Steve Wozniak and Ronald Wayne, named Apple
Computer, Inc., later renamed Apple Inc. by the founders. at the beginning of 2007.

Apple's well-known product lines include iPhone phones, Macbook laptops, iPad tablets,...

Currently, the company has become a leading technology equipment manufacturing brand, helping
Apple's brand positioning strategy.

2.1 Marketing analysis

Differentiation strategy - focusing on improving product quality. That difference is felt by customers
when experiencing it. Can talk about:

Breakthrough in product design.

Developing iOS operating system

Apple's marketing has always been creative, focusing on customer benefits using simple, directly
targeted content.

2.2 Apple's marketing activities follow the 4P model

Product

Apple Inc. Implement product diversification strategy to bring high efficiency in business strategy. In
addition, Apple also continuously upgrades products and services to help customers increase their
experience.

Price

Apple always have effective product pricing strategies, consistent with the value their products bring.
Some prominent pricing strategies that Apple has used:

Pricing products according to Premium

Pricing products according to customer psychology

Place

Apple uses a multitude of sales channels to distribute its products. The channels Apple often uses are:
Web, apple store

Promotion

The Apple brand has long been known for its extremely smart and effective advertising campaigns,
attracting a large number of customers globally. That's why Apple's international business strategy is
successful..

2.3 Brand positioning strategy – “Think Different”

Apple conveys the message: "Those who dare to think differently and dare to make breakthroughs will
become successful and change the world."

This campaign built the Apple brand with an independent mindset towards making a difference.

2.4 Management capacity

Corporate culture

Apple owns a team of employees with rich potential and experience from many different countries.
Apple's human resources management strategy focuses on building a sustainable corporate culture in
the spirit of mutual respect.

Focus on developing employee

Apple has a very open approach to human resource management, where every employee can freely
innovate to improve product quality every day.

Don't be afraid to challenge your employees' abilities

Apple is not afraid to challenge employees so they can improve.

Management through time control and work efficiency

At Apple there is no stagnation in work. All employees are assigned tasks with completion times.

The most comprehensive employee benefits regime

Apple is considered the best "working paradise" in the world because of its high salaries and excellent
benefits. They ensure that employees are competent enough to complete the job with maximum
efficiency.

Health care and nutrition services are organized regularly at Apple to reduce pressure and stress for
employees.

3. SWOT

3.1 Strengths

Innovative products

Apple has become a leading company in manufacturing technology equipment thanks to its ability to
design its own products. At the same time, Apple continuously launches new products, consistent with
the trends of modern society. For example, Apple has improved its products such as iTunes and Apple
Music

Reputation is constantly increasing

Thanks to the product's advanced functions and unique design. In 2020, Apple ranked as the third most
valuable brand, behind Amazon and Google.

Great technology

Apple's product development strategy focuses on technological quality.

3.2 Weaknesses

Expensive

One of Apple's first weaknesses is its high price.

Price is one of the factors that determine Apple's customer base. Apple products are only for the middle
and upper classes. Although low-middle-income customers make up the majority globally, this is not
Apple's target audience.

Not compatible with other systems

Apple has the famous iOS operating system but only for Apple products. This leads to incompatibility
with other electronic devices.

This makes a large number of users feel that Apple products are difficult to use and take a certain
amount of time to get used to.

Market share decreased

In addition to smartphones, Apple also has many other product lines such as Apple TV, Apple Watch...
However, smartphones (iPhone) and tablets (iPad) are still the company's main source of income.

3.3 Opportunity

Level of brand loyalty

Apple's product launch events always receive extremely strong reactions. In addition, the brand also has
a high customer retention rate of up to 92%. With this advantage, the brand always dominates the
market and increasingly increases its market share.

The demand for cloud services is increasing

Currently, with increasingly high data connection speeds and safety, more and more businesses are
choosing cloud services as a place to provide and connect data for businesses.
iCloud, Apple's free cloud data storage service, helps users store images, videos, documents,
applications... with a number of users up to 850 million in 2018.

3.4 Threats

Rapid change of technology

Apple's main business is science and technology. This is a field that continuously develops and changes
every day with unexpected improvements. Grasping technology trends is a big challenge for Apple.

Developing Android operating system

One of the operating systems that competes directly with Apple's iOS is Android. With the constant
growth and change of consumer-facing Android, Apple has also lost its ability to compete in the battle to
create a user-friendly operating system.

Formidable opponents on all fronts

Apple is planning to move into other service markets. However, in every market there are formidable
companies dominating such as Amazon, Netflix, Spotify...

So the hard lesson for Apple is how to create new value for users to regain the market.