Sadia Hussain Unit 3 - Introduction to Marketing
Evaluation - Apple
Ansoff Matrix
Market penetration
Apple uses the Ansoff matrix marketing techniques to increase the sales of
their current existing products by using different strategies, to develop new
products for the existing market, to sell existing products to new markets, and
to develop new products to a whole new market. Apple uses market
penetration strategies to increase the sales of their products by selling more of
their existing products to the existing market. This is the least risky technique
because the business knows their market, their wants and needs and the
market knows the products that Apple sell.
One of the strategies that Apple had used in developing their products by
adding slight changes. For example, Apple realised iPhone 8, then after they
realised the iPhone 8 plus as well as iPhone 6 plus and iPhone 7 plus after they
realised iPhone 6 in order for the current users of the iPhone to purchase the
new iPhone because they want the updated version of the iPhone. ‘’The iPhone
8 and 8 Plus feature the same size displays as their precessors. The iPhone 8
has a 4.7-inch screen while the larger iPhone 8 Plus packs a 5.5-inch display.’’
Apple also releases different colours of the iPhone, to encourage the current
users to buy the different colours of the iPhone if they do not like the colour
that they own. This is a good technique that Apple uses for market penetration
because this helps the business sell more of their existing products to the
existing markets.
The advantage of this technique is that it encourages the current iPhone 6 and
iPhone 8 users to buy the updated version of the phones such as the plus, this
benefits Apple as their sales increase without inventing a new product, just
making slight changes to fit the customers wants and needs, such as different
sizes and colours of the phones. The disadvantage of this technique is that it
costs Apple a lot to create the same product but with different sizes and
colours, and Apple does not know if their updated versions of the products will
be sold, if the business makes numbers of the same product and most of them
are not sold then Apple could lose a lot of money, so the con of this strategy is
that do not know if their product will be successful or not. Also Apple is
pressured every year to make the same quantity of the products, in order to
stay consistent and make sure that the customers are satisfied.
This was a successful technique that Apple used because Apple has sold a lot of
iPhone 8 pluses. ‘’Apple's iPhone 8 Plus was the number one selling iPhone in
1
Evaluation - Apple
Ansoff Matrix
Market penetration
Apple uses the Ansoff matrix marketing techniques to increase the sales of
their current existing products by using different strategies, to develop new
products for the existing market, to sell existing products to new markets, and
to develop new products to a whole new market. Apple uses market
penetration strategies to increase the sales of their products by selling more of
their existing products to the existing market. This is the least risky technique
because the business knows their market, their wants and needs and the
market knows the products that Apple sell.
One of the strategies that Apple had used in developing their products by
adding slight changes. For example, Apple realised iPhone 8, then after they
realised the iPhone 8 plus as well as iPhone 6 plus and iPhone 7 plus after they
realised iPhone 6 in order for the current users of the iPhone to purchase the
new iPhone because they want the updated version of the iPhone. ‘’The iPhone
8 and 8 Plus feature the same size displays as their precessors. The iPhone 8
has a 4.7-inch screen while the larger iPhone 8 Plus packs a 5.5-inch display.’’
Apple also releases different colours of the iPhone, to encourage the current
users to buy the different colours of the iPhone if they do not like the colour
that they own. This is a good technique that Apple uses for market penetration
because this helps the business sell more of their existing products to the
existing markets.
The advantage of this technique is that it encourages the current iPhone 6 and
iPhone 8 users to buy the updated version of the phones such as the plus, this
benefits Apple as their sales increase without inventing a new product, just
making slight changes to fit the customers wants and needs, such as different
sizes and colours of the phones. The disadvantage of this technique is that it
costs Apple a lot to create the same product but with different sizes and
colours, and Apple does not know if their updated versions of the products will
be sold, if the business makes numbers of the same product and most of them
are not sold then Apple could lose a lot of money, so the con of this strategy is
that do not know if their product will be successful or not. Also Apple is
pressured every year to make the same quantity of the products, in order to
stay consistent and make sure that the customers are satisfied.
This was a successful technique that Apple used because Apple has sold a lot of
iPhone 8 pluses. ‘’Apple's iPhone 8 Plus was the number one selling iPhone in
1
