Apple Inc. Strategic Marketing Analysis and Evaluation

Xuanyi Chen; Yiran Liu; Hanzhen Gong

doi:10.2991/assehr.k.211209.499

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Apple Inc. Strategic Marketing Analysis and Evaluation

Authors

Xuanyi Chen¹^{, *,a}^{, †}, Yiran Liu²^{, *}^{, b}^{, †}, Hanzhen Gong³^{, *}^{, c}^{, †}

¹Department of Computer Science, North Carolina State University, Raleigh, NC,27695 the United States)

²Department of Art and Science, Bentley University, Waltham, MA,02452 The United States

³School of Engineering and Informatics, University of Sussex,Brighton, East Sussex, BN1 9RHthe United Kingdom

^b

liu_yira@bentley.edu

^c

hg319@sussex.ac.uk

^†

These authors contributed equally.

^*Corresponding author. Email: ^axchen47@ncsu.edu

Corresponding Authors

Xuanyi Chen, Yiran Liu, Hanzhen Gong

Available Online 15 December 2021.

DOI: 10.2991/assehr.k.211209.499 How to use a DOI?
Keywords: Apple Inc.; Analysis; Marketing Strategy; Opportunity
Abstract: Apple Inc is an innovative multinational company in the world, which has revolutionized and facilitated the development of the personal electronics devices and the media industries. This case study essentially generated a comprehensive analysis on the current marketing situation of the multinational technology company, Apple Inc, and provided strategic marketing plans recommendation for its future development. Besides, it was carried out through data analysis and a considerable number of secondary literature collection. Our team used PEST (political, economic, social, and technological) analysis and SWOT (strengths, weaknesses, opportunities, and threats) analysis to demonstrate the strengths and challenges of Apple Inc, which were formulated by its related development characteristics and current marketing environment, including political, economic, social, and technological factors. In order to provide specific marketing recommendations, our team did a detailed financial analysis on the product categories and geographical basis.
Open Access: This is an open access article under the CC BY-NC license.

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Volume Title: Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series: Advances in Economics, Business and Management Research
Publication Date: 15 December 2021
ISBN: 978-94-6239-483-4
ISSN: 2352-5428
DOI: 10.2991/assehr.k.211209.499 How to use a DOI?
Open Access: This is an open access article under the CC BY-NC license.

Cite this article

ris enw bib

TY  - CONF
AU  - Xuanyi Chen
AU  - Yiran Liu
AU  - Hanzhen Gong
PY  - 2021
DA  - 2021/12/15
TI  - Apple Inc. Strategic Marketing Analysis and Evaluation
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 3053
EP  - 3061
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.499
DO  - 10.2991/assehr.k.211209.499
ID  - Chen2021
ER  -

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