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MKTG717 Marketing Brand Management

tag 0 Download 0 Pages / 0 Words tag 21-06-2022
  • Course Code: MKTG717
  • University: Centennial College
    icon is not sponsored or endorsed by this college or university

  • Country: Canada


The Targeted Customers of iPhone8 in China and India

Apple has targeted the affluent section of the society in China and India. In China, it has evolved as a status design for the people and Apple has targeted the niche market with the increasing number of population who has a strong purchasing power.

Mission of Apple to Adjust To The Demand Of Different Environmental Dimensions

Apple has targeted the premium customer segment for the sale of iPhone 8. The aim of the company is to increase the market share by selling the iPhone 8.

Apple iPhone 8 do not have the scope of upgrading the software. This is considered as an important threat of Apple iPhone 8. The publicity was for the premium segment and thus the general mass were not the targeted customers of the company. Moreover, the product is hard to repair and Apple is trying to find out new technological and innovative ways to repair iPhone 8. In February 2013, the suppliers of Apple in China has polluted a river in such a way that it has become milk-white (Napier & Kumar, 2014)

Apple’s Attempt To Grow Based On The Environmental Dimensions

Apple is paying greater attention on continuous innovation. It is trying to produce more tech-savvy products with unique features which are not produced by any company. The company is also trying to secure sustainability over the long period of time. Apple is trying to improve its tools, machineries and technologies so that it can manufacture eco-friendly products.

In the context of corporate social responsibility, the global volunteer program launched by Apple has encouraged the employees to volunteer in the local community programs. It has also donated a considerable sum of money to the charities and the non-profit organizations.

Incorporation of environmental dimensions of Apple

Apple is trying to make a huge difference by reducing impact on climate change through the use of renewable energy sources. This will also help in driving energy efficiency in different products of apple. It will also use safer materials in its products. To reduce carbon footprint, the company is trying to design energy efficient products. Apple is also collaborating with the local suppliers for the addition of clean energy in their existing facilities and to procure clean and renewable energy. In 2015, the company has started to engage with the suppliers directly and thus reduce energy use such as inefficient heating ,cooling and lighting system. Apple and its suppliers will procure moiré than 2 gigawatts in China and this will help to reduce emissions which are associated with the manufacturing process. The company is also evaluating the global energy policies to support the suppliers which will promote energy efficiency. Apple is also building and sourcing renewable energy at a very high standards across the country. The direct power purchases in China are very rare (Dissanayake & Amarasuriya, 2015). The suppliers are also trying to implement the various cost effective measures of the purchase agreements. There has been small adjustments in the production of iPhone which has a powerful impact on the carbon footprint. Apple has changed the aluminum enclosure because the various emission levels are associated with the manufacturing of aluminum in varied products of Apple  which contributes to 30% of the carbon footprint in the manufacturing sector. Apple has given more priority on aluminum that uses hydroelectricity instead of fossil fuels. The manufacturing process has helped in reincorporating the scrap aluminum. Thus, it has been found that iPhone 8 has used 27% less virgin aluminum than iPhone 7. This has also helped in the emission of 60% less emission of green house gases.

Communicating the strategy of Apple to the retailers and consumers

The direct communication strategy is applied to interact with the consumers. Apple has advertised in social media, internet, email and e-commerce sites to improve its sale. The customer support is providing direct help and they are trying to differentiate the brand experience. Apple must provide free trial of its product and service in exchange of an important testimonial. This will improve the marketing strategy of Apple. Moreover, it is also important to get in touch with the satisfied customers who has purchased the product and have contributed positive feedbacks to the new customers (Strauss, 2016).

Decisions suggested for Apple iPhone that will help to Facilitate Marketing Leadership 

Decision 1

Apple iPhone 8 must use renewable energy strategy to gain market leadership. Apple must install more megawatts of renewable energy projects for long term agreements. The technologies which are used by Apple are not used by any other companies


Apple must join hands to double its sustainable use of the resources. The company must join hands with the other suppliers who will reduce the negative impact of environment. It must evaluate the global energy policy to support the suppliers and thus regulate for the promotion of energy efficiency. Moreover, the renewable technologies which are rapidly developing ill help in the economics of various renewable energy because the energy and the carbon policies are in flux. The company must also be associated with the other manufacturing markets that will help to ensure the programs that are aligned with the policies. The company must share global insights on renewable energy because there are many manufacturers across various countries. They are given better economic, technical and varied policy data to boost the transition for energy development. Apple is always trying to bring new technologies in the market which are not used by any other companies.

Decision 2

Apple must improve its marketing strategy and incorporate various efforts to improve its marketing campaign.


Apple has become the leader in the production of iOS because of the maps. The camera quality of iPhone 8 is better than the other companies in the market. Moreover, iPhone 8 has dual lens setup which is considered as an important feature and is attractive to the customers of China and India. The portrait mode of iPhone 8 is also an unique feature and this has added sophisticated lighting effects with  a single tap. The design, features and the hardware software design of iPhone 8 is unique and this has made it a market leader over android. The shot on iPhone campaign has become the staple of Apple iPhone 8. These advertisements must also extend in other areas such as TV, hoardings and billboard advertisement. The company must also focus on still photos and videos and this will help in attracting more customers. The company has also tried hard to differentiate from its competitors and sell unique products. The software compatibility of iPhone  over android is an important aspect in which the competitors are having certain edge over the iPhone. The software for locking the iPhone is also unique and this has been advantageous for iPhone. The viruses are considered a legitimate threat to iPhone and the company must take preventive measures to maintain this security.

Analysis to demonstrate the Advantages of Leadership 

Leadership is considered as an important factor in business and it helps in the generation of profitability in an efficient way.

A perceptual map represents the positioning of a company’s strategy. It also helps in the identification of various opportunities and attainment of strength over other competitors. The weakness and strength of a particular brand are also shown with the help of perpetual map.

Value driven leadership helps a particular company to become a leader in the market. It is a serious commitment by the leader at a different level to lead the company with different values and thus helps in the creation of corporate culture within the company.

The decision model helps in making the best use of the model through the process of elimination and complexity and thus it helps in the separation of the various elements from the different procedural elements (Son et al., 2015).


Dissanayake, D.M.R. &Amarasuriya, T., (2015). Role of brand identity in developing global brands: A literature based review on case comparison between Apple iPhone vs Samsung smartphone brands.

Napier, R. & Kumar, M., (2014). iOS 7 Programming Pushing the Limits: Develop Advance Applications for Apple iPhone, iPad, and iPod Touch. John Wiley & Sons.

Son, I., Lee, H. & Kim, J., (2015). Preannouncement effect of innovative new product on global telecom industry: focused on iPhone. Indian Journal of Science and Technology, 8(24).

Strauss, J., (2016). E-marketing. Routledge

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