Apple Inc.
3C Report
C-Company C-Competitor C-Customer
By:
Suyash Jain
Kritika Navetia
BBA-RETAIL MANAGEMENT

Road Map
Company Profile
Product Line of Apple
Global Competitors of Apple
Competitor Introduction
Market Share
SWOT Analysis
Marketing Mix
Product Life Cycle
Competitors
Customers
Logistic & Supply Chain of Apple
Indian Market remain untapped
for Apple
Strategies for the Company
Conclusion

1974
The idea for Apple
Computers was
BORN

1974
The idea for Apple
Computers was
BORN
1976
First Computer was
SOLD

1984
The Macintosh was
INTRODUCED

1984
The Macintosh was
INTRODUCED
1985
was discharged
Steve Jobs

1994 1996

1998 1999
Apple introduced all-in-one
the iMac
Also Apple unveiled
the iBook

And the Innovations continue…

Apple was started by

Apple Inc. Current Profile
Name Apple Incorporation
Former CEO Steve Job
New CEO Tim Cook
Revenue $ 350.508 billion (2014)
Area served Worldwide
Headquarter California, United States.
Total number of employees 82,800

Apple Inc. has continued to expand its product line.
In Apple’s, the following are the main product lines:
Mac
I-Pad
IPod
I-Phone
Apple TV
Apple Watch
Software
Product Line of Apple

Competitor Players in Market
Samsung
Nokia
Karbonn
Intex
Lava
Micromax
LG
Lenovo
HTC
Sony
Blackberry

Samsung Electronics commenced its operations in India
in December 1995
Two R&D centers in India- Delhi & Bangalore
In 2010 achieved a sales turnover of $3.5 billion
Market leader in LED TVs, LCD TVs, Slim TVs
India’s largest mobile handset brand
Leading in smart phone segment in India

Micromax is an Indian consumer Electronics Company
headquartered in Gurgaon, Haryana.
Micromax has entered into handset market in 2008
and within 3 years it has become the third largest
handset manufacturer in India.
In this period, it has focused mainly on rural market &
has become a leader in the same. Now it wants to
expand its presence within India & then on international
level.

officially bigger than Microsoft ($73.7 billion)
Now, Apple generated revenue of
$156 billion

Even bigger than the GDP of
100 other countries

$470.94 B $231.2 B
Enterprise Value Total GDP

Market Share of Smartphones in India
Samsung
32%
Micromax
19%
Karbonn
11%
Sony
6%
Nokia
6%
Others
26%
Smartphone Market(2013)
Samsung
26%
Micromax
18%
Intex
8%
Lava
7%
Others
41%
Smartphone Market(2014)
Samsung
27%
Micromax
14%
Lenovo
12%
Lava
11%
Intex
10%
Others
26%
Smartphone Market(2015)

1. Faithful customers
2. Apple is a leading
innovator in mobile
device technology
3. Brand reputation
4. Financial Strength
5. High Profit Margin

1. High price
2. Decreasing market share
3. No major improvements in
latest product versions
4. Narrow Product Range

1. Product Diversification
2. Formation of Strategic
Partnership
3.Investment in R&D
Department
4.Growth of tablet and
smartphone markets
5.Strong growth of mobile
advertising market

1. Rapid technological change
2. Aggressive competition
3. Loss of innovative potential
due to decease of legendary
founder Steve Jobs
(Lack of Innovation)
4. Rising labor cost in countries
where Apple plants are
located.

Marketing Mix
Product Mix:
The foremost quality which the company
provides was access to the world renowned
Apple IOS operating system.
Thus the high quality processing speed also
lend a hand towards the popularity of the
product.
ITunes, apple store and exclusive apps
Place Mix:
Apple authorizes sellers to ensure control over
this component of the marketing mix. The
following places are included in Apple’s
distribution strategy:
Apple Stores
Online Apple Store and App Store
Authorized retailers
Telecom companies
Fulfillment services

Price Mix:
Apple uses a premium pricing strategy
A standard price is maintained across
the market.
Iphone pricing policy is that it does not
offer any discounts. However, discounts
might be given in the form of sales
promotions or by exchange offers
Apple customers are not budging and
they are very much loyal to the Apple
brand and to Iphone.
Promotion Mix:
The components used by Apple for
prmotions are-Advertising, Personal
Selling, Sales Promotion, Public Relations.
Some Apple Stores offer old models at
discounted prices
Apple Events, leaks of new product
features, press releases, are carefully
implemented to maximize positive
publicity.

Product Life Cycle
•With the introduction of the new iPhone, all other iPhones will be
on the decline.
•The Apple iPhone 5s is now moving into the maturity phase of the
product life cycle. During this phase the primary objective of Apple
is to defend market share while maintaining revenue.

Competition
Apple’s direct competitors are Samsung, Micromax, Lenovo, Karbonn
etc.
Apple stays at least two years ahead of its competitors, having
geniuses in design, software, and retail
Apple has competitive advantage of screens, the I-Phone showed the
potential of new screens by increasing their size, given the screens a
hard glass surface that responded to light finger gestures.
Indian customers are not willing to pay for Iphones because they are
too costly for middle class customers.
Samsung fulfill the demands and requirements of middle class and
rich class customers. Recently Samsung has launched J series with 4G in
it at only 8990/- (online store prices).

Customers
Apple targets users who are typically between ages 15 & 50+
Apple's computers target home users, schools, and media and
design professionals.
Upper class income people are a primary focus for Apple because
they are usually willing to pay slightly more for “a better user
experience”.
Apple's retail stores are dedicated to serving the needs of all new
and existing customers and are considered "friendly" places where
consumers can look at and test out the company's products
Customers will generally be loyal if there are only a few
competitors out there offering the same product and your product
offers better quality overall.

Apple’s Logistics and
Supply Chain
 A report by AMR Research has named Apple as the company
with best supply chain practices in the world for the third year running.
In a feature exploring the secret behind Apple’s success, it was
found that company’s ability to bring together two sides of the supply
chain (digital and physical) efficiently and at increasingly low cost.

India remains Apple's great untapped opportunity
Apple had a very low market share in smartphones in India. The market share
ranges from2%-7% in Indian market.
The reason behind this low share in Indian markets are income of population of
the country, people are not able to afford Apple's current lineup of smart phones.
It recently crossed the $1 billion milestone of annual sales in the country. There
is much scope of expansion in the country.

Strategies for the Company
A-Apple Store:
Opening of more Apple Stores is the first step in establishing Apple as a luxury brand.
Sales are done through a whole range of stores from the common, where iPhones are
placed next to Samsung phones like a vegetable cart vendor.
Apple’s authorized resellers in India don’t do a very good job of letting consumers
hold, touch and ultimately fall in love with an iPhone or iPad.
Opening of Apple Stores will result in more footfalls and sales than the current stores
selling Apple products.
B-Refurbished IPhone Plan:
Till next year India and other developing countries will be flooded with refurbished
versions of the relatively latest iPhone.
Apple has currently applied for permission from the government to import and sell
these type of phones in India. Apple is doing in US
In order for it to receive permission it has to prove to the environment ministry’s
Technical Review Committee that it isn’t trying to move e-waste from the US to India.
If plan is approved then refurbished IPhone 6S could be sold for approximately Rs.
25,000 in India.

CONCLUSION
Apple created a very strong overall marketing strategy for the iPhone and managed
every aspect of the iPhone’s launch very effectively
Apple was able to develop a unique product for tech-savvy consumers interested in a
combination smart phone-music player and make those customers aware of the
product through well-managed marketing efforts and strong publicity.
In addition to satisfying consumers with an easy payment method, Apple built a
powerful partnership with telecom companies like Airtel & Reliance and selling the I-
phones from their retail outlets through easy down payment procedure.
Apple was promoted in India by PM Mr.Narendra Modi
Mr. Narendra Modi proposed a solution to Tim Cook to set up a manufacturing base in
the country. This would cut down on the company's production, logistics, and
distribution costs, and could offer a route to making its devices more affordable.
The CEO responded positively.

Reference Sources
• http://www.statisticbrain.com/apple-computer-company-statistics/
• http://www.apple.com/in/
• http://seekingalpha.com/article/2542745
• http://www.saleschase.com/blog/2012/03/13/the-best-of-apples-marketing-strategies/
• https://www.scribd.com/doc/100244510/Apple-Inc-Assignment-docx
• http://store.apple.com/us_edu_354020/browse/campaigns/education_pricing
• http://www.economist.com/node/21551058
• http://www.informationweek.com
• http://gadgets.ndtv.com/
• http://www.marketwatch.com/investing/stock/aapl/financials
• http://www.slideshare.net/marconivr/apple-history

Stay Hungry, Stay Foolish.
Think Different