A complete competitive analysis about Apple and a problem they are facing and how they can solve the problem.

1. Competitive Analysis:
Apple®, Inc.
JEFFREY T GREENE
SOUTHERN NEW HAMPSHIRE UNIVERSITY
MKT 225- DIGITAL MARKETING
PROFESSOR DARLA BLAKES
DECEMBER 2023

2. Agenda
2
The Digital Business
Models Competitive
Analysis
• Compare & Contrast
Business Models
• The Business Problem
• Recommendations
Digital Marketing
Strategy (DMS)
Analysis
•Apple's DMS
•Strengths and
Weaknesses of DMS
•Recommendation
of new or revised
DMS
Apply Principles
and Tools
•Recommendations
of Digital Marketing
Tools
•Benefits of Digital
Marketing Tools
•Implementation
and Evaluation Plan

3. They Might Be Giants
COMPARE AND CONTRAST DIGITAL BUSINESS MODELS
3
ECOSYSTEM E-COMMERCE ON-DEMAND
Scalability
often thrive on partnerships and
collaborations within the
ecosystem then leverages
resources and capabilities for
easy scalability.
They aren't limited by physical
store locations so they can scale
rapidly by reaching a global
audience.
easy to scale for fluctuating
demand. Can swiftly modify
resources and capacity to meet
demand without major
investments.
Customer Convenience
one-stop-shop for various
products or services, access
multiple offerings through a
single platform,
provides 24/7 accessibility,
allowing customers to shop at
their convenience
offer customers the
convenience of accessing
products or services exactly
when they need them.
Data-Driven Insights
ecosystems generate a wealth
of data through various partners
and interactions
collect lots of user shopping
data, helping businesses
personalize recommendations,
improve pricing, and target
marketing.
use data analytics to optimize
service delivery and improve
customer satisfaction.

4. Compare and Contrast Business Models
4
PEOPLE
PRODUCT
(GOODS & SERVICES)
PRICE PROMOTION PLACE
• TARGET MARKET 18-
45,
• FEMALES- 66%
• SINGLE, MARRIED
WITHOUT KIDS, OR
WITH YOUNG
CHILDREN OR TEENS
• MILLENNIALS
FOLLOWED BY GEN
X
• AVERAGE INCOME IS
$53K/YR
• IPHONE
• MAC
• IPAD
• WEARABLES, HOME,
ACCESSORIES
• ADVERTISING
• Apple®CARE
• CLOUD SERVICES
• DIGITAL CONTENT
• PAYMENT SERVICES
• PREMIUM PRICE
POINT
• MIXED PRICING
(FREEMIUM AND
PREMIUM PRICE
STRATEGY).
• CHANNELS USED:
• PRINT & DIGITAL ADS
• WORD OF MOUTH
ADVERTISING
• PRODUCT
PLACEMENT
• SOCIAL MEDIA
• EMAIL MARKETING
• Apple® STORE
LOCATIONS
• COMPANY WEBSITE
• AUTHORIZED
RESELLERS
• CELL PHONE
COMPANIES
Competitive Analysis
• ECOSYSTEM • ON-DEMAND • E-COMMERCE • AFFILIATE

5. Competitive Analysis
Compare and Contrast Business Models
5
• Dc
PEOPLE
PRODUCT
(GOODS & SERVICES)
PRICE PROMOTION PLACE
• DOESN’T HAVE ONE
DUE TO ITS HISTORY
AND WHY IT WAS
CONCEIVED
1. WEB-BASED
PRODUCTS
2. OPERATING
SYSTEMS
3. DESKTOP APPS
4. MOBILE APPS
5. HARDWARE
PRODUCTS
6. SERVICES
• FREEMIUM PRICING
• MARKET-ORIENTED
PRICING
• PENETRATION
PRICING
• VALUE-BASED
PRICING
CHANNELS: PRINT &
DIGITAL ADVERTS,
WORD OF MOUTH
ADVERTISING,
EMAIL MARKETING,
NAME/ PRODUCT
PLACEMENT
• GOOGLE STORE
• COMPANY WEBSITE
• AUTHORIZED
RETAILERS
• CELL PHONE
COMPANIES
• FREEMIUM • ECOSYSTEM
• SUBSCRIPTION • HIDDEN REVENUE
• AD SUPPORTED • ON-DEMAND

6. Competitive Analysis
Compare and Contrast Business Models
6
PEOPLE
PRODUCT
(GOODS & SERVICES)
PRICE PROMOTION PLACE
• TARGET MARKET 18-45
• MEN AND WOMEN,
MARRIED WITHOUT KIDS,
OR WITH KIDS, OR
SINGLE
• FOLLOW LATEST
TECHNOLOGY TRENDS
ESPECIALLY IN DIGITAL
MEDIA
• AVERAGE INCOME 25 K
1. CONSUMER ELECTRONICS
2. IT & MOBILE
COMMUNICATIONS
3. DEVICE SOLUTIONS
• SKIMMING PRICING
• COMPETITIVE PRICING
CHANNELS USED:
• PRINT & DIGITAL ADS
• WORD OF MOUTH
ADVERTISING
• SOCIAL MEDIA
• EMAIL MARKETING
• SAMSUNG EXPERIENCE
STORES
• COMPANY WEBSITE
• CHANNEL MARKETING
(SALES & SERVICE
LEADERS, MODERN RETAIL
& DISTRIBUTORS)
• E-COMMERCE • ECOSYSTEM • ON-DEMAND

7. Competitive Business Models
Business Problem Identification
7
PROBLEM STATEMENT
With its ongoing dominance in the consumer electronics industry, Apple® is aware its
primary source of revenue will eventually diminish due to a decline in customer base
and a lack of innovative product. To guarantee the company's long-term success, a shift
in priorities is essential, requiring a strategic adjustment. Securing additional resources is
vital to achieve vertical integration, enabling an increased budget for marketing and
advertising efforts aimed at capturing new customers from previously untapped
demographics.

8. VERTICAL
INTEGRATION
CONTROLS
ENTIRE
PROCESS
HIGHER
QUALITY
PRODUCTS
SAVES $$
ON FIXED
COSTS
Competitive Business Analysis
Business Model Recommendation
SUBSCRIPTION
BASED MODEL
HELPS
COMBAT
SATURATION
ATTRACTS
NEW
CUSTOMER
OFFERS
MORE
FLEXABILITY
INCREASE SPEND
ON CAMPAIGNS
NEW TARGET
AUDIENCE=
INCREASE IN
REVENUE
PERSONALIZE,
PERSONALIZE,
PERSONALIZE
INCREASE
SOCIAL MEDIA
PRESENSE

9. 9
Competitive Business Analysis
Business Model Recommendation cont’d.
APPLE’S MARKETING MIX BEFORE AND AFTER
BEFORE NEW STRATEGY
PRODUCT
iPhones
Macbooks,
Apple Watches
MACs
Airpods
PRICING STRATEGY
Freemium
Premium
Skimming
PROMOTION
Print
Radio
TV
Social Media
E-mail
PLACEMENT
Retail Stores
Authorized
Retailers
Wholesalers
AFTER STRATEGY IMPLEMENTED
PRODUCT
ALL THINGS
APPLE
PRICING STRATEGY
Subscription
-a tiered monthly
charge based on #
of devices used
PROMOTION
TV
Print
Social Media
Email
App Store
PLACEMENT
Retail Stores
Authorized
Retailers
Wholesale
Cell Phone
Companies

10. 10
DMS in the “brick-and click”
(strengths and weaknesses)
Customer
wait time
increases
Customer
Satisfaction
Decreases
Lengthy
onboarding
affects
delivery
times
Provides
different
options and
can increase
customer base
Customer
satisfaction
increases
because of 2
channels
More options
for buying and
delivering
under this
model
Competitive Business Analysis

11. Digital Marketing Strategy Analysis
APPLE®, INC.
11
1976-1977 1977-1998 1998-2001 2001-20007 2007-2017 2017-Present

12. • Print ads use the same style as their commercials
and focus on one key feature of their product.
• Again, simplicity and consistency prove to be highly
effective for Apple®.
• Apple® admits they rely on product placement.
• The approaches' strengths in relation to the two
specific demographics are that Apple's digital
marketing strategies are simple.
• One notable area for improvement of these
approaches is that they need to show future
solutions to the problems of the products not being
customized for the younger clients or developing
products that the mid-lower class can afford.
12
Competitive Business Analysis
DIGITAL MARKETING STRATEGY ANALYSIS
T
H
E
N
N
O
W

13. 13
Competitive Business Analysis
DIGITAL MARKETING STRATEGY ANALYSIS (cont’d)

14. Digital Marketing Proposed Solutions
14
Will mitigate and
prevent core
market saturation
Cultivate
customer
loyalty
Produce a
predictable
revenue
stream
Using more
social media |
Influencers are
your ticket
Use Data
Analytics to
learn about
Generation
Z.
Attract and
Retain a
new target
audience
Will mitigate and
prevent core
market saturation
Cultivate
customer
loyalty
Increase
brand
loyalty &
brand
awareness
GOALS ACTIONS TO ACHIEVE
Digital Marketing Analysis

16. SEMRUSH
1.Keyword Research:
• Identifies valuable keywords with data on search volume and
difficulty.
2.Competitor Analysis:
• Analyzes competitors' keyword strategies and identifies gaps.
3.Site Audit:
• Detects SEO issues like broken links and crawl errors.
4.Backlink Analysis:
• Examines and builds a website's backlink profile.
5.Content Optimization:
• Offers suggestions to create SEO-friendly content.
6.Tracking Rankings:
• Monitors keyword rankings to measure SEO effectiveness.
7.Local SEO:
• Provides tools for optimizing local search visibility.
MOZ PRO
1.Keyword Research:
Provides insights on search volume, difficulty, and keyword
opportunities.
2.Site Audits:
Identifies and helps resolve SEO issues like broken links and crawl
errors.
3.Backlink Analysis:
Analyzes and aids in improving backlink strategies.
4.Rank Tracking:
Tracks keyword rankings to assess SEO effectiveness.
5.Page Optimization:
Offers recommendations for improving individual page SEO.
6.Competitive Analysis:
Gives insights into competitors' SEO strategies for benchmarking and
opportunity identification.

17. References
17
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18. References
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https://neilpatel.com/blog/7-key-strategies-that-you-must-learn-from-apples-marketing/
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