Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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

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.211209.499How 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.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
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.211209.499How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

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  -