Apple Inc. Strategic Marketing Analysis and Evaluation

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Apple Inc. Strategic Marketing Analysis and 
Evaluation
 
Xuanyi Chen
1,*,a,
†
Yiran Liu
2,*,b, 
†
Hanzhen Gong
3,*,c,
†
1 
Department of Computer Science, North Carolina State University, Raleigh, NC,27695 the United States) 
2
 Department of Art and Science, Bentley University, Waltham, MA,02452 The United States 
3
School of Engineering and Informatics, University of Sussex,Brighton, East Sussex, BN1 9RHthe United Kingdom 
*
Corresponding author. Email: 
a 
[e-mail] , 
b 
[e-mail], 
c 
[e-mail]
 
†
These authors contributed equally. 
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.