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Discuss about the ALR700 Brand Analysis for Apple Company.

Goals and Objectives

Public relations purposes to maintain good trade relations through communication and other activities that work to bring out solutions in different sectors. Therefore, Apple Company is a public relations company that helps to bring the trade market and the public together (Harrison, 2011, p.280). It works tirelessly to maintain reputation of products and traders and at the same time make the customers get their desired preferential products and services for a better global market. The company has spread its wings to various countries which exposes it to better environs and at the same time more problems as a public relations company. The circumstances presented can be viewed through different channels which include;

Different attitudes of consumers towards Apple Company and its services. The customers hold different perspective towards the company. As for some, the public relations company is a breakthrough to the market and to various industries (Harrison, 2011, p.284). This is because of the communication techniques the company provides and the methods used to mitigate solutions to some situations. For instance, the corporate reputation management programs improve the profiles of various companies. This aids to improve positivity among its consumers especially through applications made. However, others are resistant to its new product Apple Phone 11 due to the fact that it is a recent product which is yet to be well-known to many and the resistance to change.

Stiff competition from other companies. This poses a challenge to the growth of Apple Company as the competitors come up with new and better techniques to surpass it. It can be seen through Samsung Company which has a rapidly growing technology with easily marketable products compared to Apple Company (Comcowich, 2017). The company was started a few decades ago but is growing at a very fast rate competing with Apple Company which started earlier.

Apple Company's weaknesses. One of the weaknesses is seen through the urge to keep up with the growing technological communication channel. It becomes a challenge to adjust and deliver the product as expected to the targeted audience (Hayes, Hendrix & Kumar 2013, p.15). Moreover, the technology is ever changing hence could be difficult to quickly adjust with the transformation. It proofs difficult to change and improve the current technology to suite the growing market mostly due to the cost incurred. The delay in adjustments can cause losses as other companies could come with new ways to solve issues reducing its market. for instance, the release of the phone will be in October yet it was launched early September.

Research Program

The public relations campaign therefore seems to have ups and downs just like any other field in the global market as provided by this proposal.

The Apple Company has several goals and objectives which aim to improve the brand of its new product Apple Phone 11. They include;

  • The PR campaign company aims to raise awareness of the brand through the product. Therefore, it will get to pave its way to the market place.(Sydney Public Relations, 2018) Most importantly, the new Apple phone will get to have a strong basis of growth and fit in the market through being featured in articles, news stories, participation in community activities and advertisements.
  • It is the goal of Apple Company Campaign to inform the different audiences. This acts as a direct means to benefit the company as well as its customers. Furthermore, the being upfront in informationand products production giving helps give a positive and better image of the brand.  
  • Apple Company has an objective to improve the attitude of the customer about Apple phone 11 brand (Jepson & Barua 2015, p.100). It aims to improve the brand and name of the product to its customers. The campaign acts as the bridge to change the perspective by use of various activities that help to promote the brand. Such include charitable giving which helps maintain the name of a brand.It also ensures people get good information of its components for growth.
  • The PR campaign has an objective to ensure that it assists in promoting the goodwill of a company. This is ensured by creating a good environment where the business takes place through a good rapport provision. It builds strong connections which result to long-term relationships with key customers. It is done through techniques such as charitable programsand giving out updates on applications for the product to be accepted.
  • To mitigate solutions to the problems encountered by the customers and its products. This is done through spinning where the Apple Companyuses technology update and emphasising on information (Zitron, 2017). It displays the new updates such as the use of universal translator on the phone to improve brand.
  • The company also purposes to grow its wings and reach as many audiences as possible. Therefore, it aims to provide effective services. This is ensured by having a team of professionals who have media intelligence. More so, the working with the current technology to be up to toes is another way. Therefore, the production of Apple Phone 11 is a means to improve the quality of the production as it has more technology. It can be seen through the OLED screens present as well as the universal translator.
  • It also has the objective to succeed in its endeavours through working with effective partners. This is ensured through contracts and technology cooperation which helps access the target audience and maintain a steady brand reputation.

The aim of the research program on the Apple Company is to produce reliable products and bring growth on market industry as well as improve brands. The aim of my research is to pry on ways to improve the brand through the production of Apple Phone 11. The experiments were done through the use of interactive media to get the knowledge on which applications are better and the preference of the audience.

The experiments done included the use of social media platform one which is audio and the other audio-visual. The other experiment involved the use of an IT specialist who modified technology to be more updated (Hayes, Hendrix & Kumar 2013, p22). The experiment helped to check out the preference of the audience. Moreover, it gave the outcome of the tripe of PR campaign which helps maintain the brand reputation.

In the first experiment conducted, the social media platform proved to be attractive hence more interaction and feedback. However, the audio technology was not as liberal and convincing as the audio-visual (Hayes, Hendrix & Kumar 2013, p.35). Most people preferred campaigns done by audio-visual as it proved to capture many. It seemed more effective as it was easy to recall the things said and done creating a permanent image of the brands and products. More audience got captivated and gave their views on the product.

On the other hand, the use specialist to modify the present technology got received by the audience differently. For many, it was received with a negative perception or at a slow rate (McGuire 2013, p.135). This is due to factors such as age where the old preferred old things as they were mostly resistant to change. Another reason for negativity is the fear of the unknown where many feared it would fail and stuck with old products such as iPhone 8.

The group that positively viewed the campaign in the experiment were mostly those who already trust the products by Apple Company. This is due to the need to learn new things and the love for change (McGuire 2013, p.138). The other group is that of literate and educated people who love technology and adhere to changes without resistance. However, the growth of the brand appears to be of a slow rate as this it is a challenge to adapt to changes presented both by the public and the PR Company as well.

Target publics (Stakeholders)

The proposal therefore aims to provide solutions to the problems presented in the aspect. One challenge is seen through the slow adjustment to transformation the many people who resisted change have to be convinced to accept the methods (McGuire 2013, p.142). Moreover, the Apple Company has to use better ways to modify and adapt to the changing technology. This will help improve the delivery of the product and attract customers better.

The issue of resistance is also a challenge which according to the experiments, Apple Company should use captivating techniques to improve the brand (Vermoesen, 2015). It should use the media with more audience preference for advertisement. In case of new upgrades, the audience or customers should be told the benefits and quality of Apple Phone 11 to maintain brand.

The proposal provides a plan on those to give an eye on. The target public are hence those who will bring growth of the brand. They would ensure the brand of Apple Company is maintained and improved through the sale and production of Apple Phone 11. They include;

I would prefer the people in charge to put their focus on media channels which are grown and those growing. It would help the PR campaign use the platform to display their upgraded technology and production seen through Apple Phone 11 production and sale.

The Apple Company should look out for potential companies to work with them. The companies of choice should be those that would improve the production of Apple Phone 11 and other products. It would help achieve its goals and objectives and maintain brand.

Targeting this public would motivate growth of all parties. The companies would maintain their brand (Nigel, 2018). The maintenance is due to the quick acceptance of growth and change by the youth. It would be beneficial especially for an application or a product which is finding its growing foundation. Therefore, Apple Phone 11 would create a positive impact to the company.

This group will be targets since in most cases are unlikely to bother on knowing brands and some products. Apple Company would use creative public relations activities to capture their attention. It could be done through activities such as preparation of charitable events and giving chance to management of the company involved to talk to gain trust as well as giving offers to products. Offering some of it’s the phones as incentives would help improve brand. It would create a lasting relationship between the company and the public.

Strategy and tactics

Using the media channel is one sure strategy to help Apple Company’s brand grow. It can only be ensured through having a strong relationship with the media platforms (Wilcox, Cameron & Reber 2015, p.187). This aids in promoting the delivery of information hence better feedback. For this to stand, the company should ensure that its tale and information provided are credible to win trust and loyalty. It would also build strong media contact. It includes the use of articles, newspaper and blogs among others for promotion and growth of the market.

After having a strong relationship with the media platforms, using press release would work to improve image. The strong relations with media such as radio stations and televisions should be adequately used. The press release is one way to capture the audience who by using the product maintain the brand.

They are a great channel that helps to promote public relation campaign with opportunities. Therefore, Apple Company could use the strategy as a means to promote its products as well as the brands such as Apple Phone 11 to their given clients. Some of the appropriate events include trade shows, fundraisers, conferences and other community activities. The events promote a good image to the public improving relations that boost growth.

The knowledge of the appropriate public and things to enhance in the market to improve the brand is worth trying. Some people could be employed by the company or it could use some of its own to research. Apple Company would boost the brand by knowing the current market. the understanding would lead to growth of the brand as the company would enable the public understand the new product.

It is a campaign strategy for the Apple Company to ensure their technology is up-to-date. It would help the brand grow or be maintained as the technology of use would suite the current society. For instance, the LTE and WIFI connectivity should be improved in Apple Phone 11 for better service.

Understanding the surrounding society is a boost to the public relations. Therefore, Apple Company should get involved in activities that can offer relevant services to the society hence give back. For instance, in a poor area where people lack basic resources, it should provide. Moreover, it should reduce the price of the products such as that of Apple Phone 11 for more purchase improving brand.

It is a good strategy to follow what goes in the social media platforms. It would help provide knowledge on the different preference and dislike of a product by the audience. It would help to not only observe, but also react to enhance growth. An example would be in a situation where the brand is negatively received. The follow up would help create counter information and improve the product to maintain the brand.

The strategy would help attract more audience. It helps to improve the company’s name and the product used in the campaign. For Apple Company they can use the personality of people like football players who are respected for their success in games. Their usage of Apple Phone 11 with applications such as Universal Translator would help improve the brand.

The technique would help the customers appreciate one another due to services rendered by the product. It would also give way for various customers to join the public relations campaign. The many who doubt their stands on certain brands and products may get the esteem to rely on the products.

The implementation for the proposal would require different activities done to work. They include;

It entails the activities underway for the proposal implementation to occur. They include the research which deals with the survey of the changes in the market and technology. It could take duration of a month. Outlining strategies to help in growth of the brand is another activity which would take about two weeks. Another would be to improve the campaigns and work as team player with the stakeholders. It may last for as long as the project is being implemented.

The research would give information on new changes and feedback from the public. On the other hand, the strategies would be beneficial to all parties as it would improve the image of the brand, products such as the Apple Phone 11 creating a good relationship with the public.

The major activities or stepping fields during the implementation would be audit and control of each project phase. In the research, it should be regular hence done during production and sale as the company acquires feedback from the public. The outline of strategies would have a milestone during the implementation and at the end of it to see its impact on the brand.

The different phases would be given to people with the skill to conduct to the activities to perfection. For instance, the research would be conducted by auditory services on communication, the capital market and the investor program as well. The outline of strategies would require all people in the management as well as the stakeholders for effectiveness.

There is an overlap in the project phase where all activities are intergraded. Thrive of research promotes better growth of Apple Company’s brand together with its stakeholders and partners.

The expected amount to be used in the production varies depending on the size of the screen of the Apple Phone and the storage. The estimated cost for each phone production is $412.75. The retail selling price is $999 for the one with the lowest storage of 64 giga bites.

To ensure the campaign is effective, there is need for evaluation. It will help in the measurement of the proposal as well as determine the effectiveness at hand. Therefore, Apple Company management could easily use the evaluation for objective decision making to maintain the brand. Some of the techniques to use may include the use of various survey methods which are;

This would give an overview of the perception of the people towards the usage of the products such the Apple Phone 11. The survey is done through observation of the products sold and how they are of impact to the users.

The Apple Company can do this by surveying the accuracy of the iPhone 11 in the usage. It can involve the checking of aspects such as the touchpad of the phone to see how precise it is to maintain the brand.

It will give Apple Company an overview of the products released to the market. It is done through analysis of the efficiency of the applications in the products through the feedback by the customers. For instance, problems with LTE and WIFI connectivity are problems displayed with iPhone 11. Moreover, the camera needs some changes to an exaggerated beauty gate as the customers lament. Rectifying the issues would improve application maintaining the brand of the company.

The company should analyse the comments given by the customers on their products to know the aspects to change and those to maintain. For instance, those who have the new iPhone 11, some commented on the late deliveries on the pre-order. Therefore, such feedback should help the company improve to maintain its brand.

References

Comcowich, W., 2017. The Genius of Apple’s iPhone X Public Relations Strategy. [Online]
Available at: https://glean.info/genius-apples-iphone-x-public-relations-strategy/
[Accessed 4 October 2018].

Harrison, K 2011. Introduction to communication plans’, in Strategic Public Relations- a practical guide to success, Palgrave Macmillan South Yarra, pp.276-290.

Hayes D, Hendrix J and Kumar P 2013, ‘A Public Relations Process’, in Public Relations Cases, 9th edn, Wadsworth, Cengage Learning Boston MA, pp.12-46.

McGuire, WJ 2013, ‘McGuire’s Classic Input-Output Framework for Constructing Persuasive Messages’, in RE Rice & CK Alkin (eds), Public communication campaigns, 4th edn, Sage, Newbury Park, Calif, pp.133-145

Nigel, 2018. Case study: Apple and the PR silent treatment. [Online]
Available at: https://xposurecreative.uk/case-study-apple-and-the-pr-silent-treatment/
[Accessed 4 October 2018].

Sydney Public Relations, 2018. Be like Apple and use clever PR to launch your new product. [Online]
Available at: https://publicrelationssydney.com.au/be-like-apple-and-use-clever-pr-to-launch-your-new-product/
[Accessed 4 October 2018].

Theaker, A., 2017. What is public relations?. In The Public Relations Strategic Toolkit (pp. 17-27). Routledge.

Vermoesen, K., 2015. 6 PR lessons of Steve Jobs. [Online]
Available at: https://www.finnpr.com/blogs/6-pr-lessons-steve-jobs
[Accessed 4 October 2018].

Wilcox, DL, Cameron, GT & Reber 2015, ‘The value of planning’, Public relations strategies and tactics, 11th edn, Pearson, Glenview IL. Pp.178-196.

Zitron, E., 2017. What Public Relations Can Learn From The iPhone X Launch. [Online]
Available at: https://www.inc.com/ed-zitron/what-public-relations-can-learn-from-iphone-x-launch.html
[Accessed 4 October 2018].

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