Assignment Brief

Apple is known as an iconic brand loved by many customers. Many people worried about its success after Steve Jobs died in 2011. However under the leadership of Tim Cook, Apple has introduced new products such as the Apple Watch, it has one of the world’s biggest balance sheets to invest in new technologies and its portfolio has doubled.

You will review the company Apple and develop a detailed report for management addressing the following areas:

1. An overview of the company Apple, its product range, and its target market(s). mainly giving information about its background
2. A detailed analysis of the role of customers motivation in this type of purchase decision-making process. Why people love apple products? use an academic framework such as Maslow and take a look at Pr Scott Galloway from NY he’s the author of the four horsemen. But he doesn’t have to be the only source
3. Assess how Apple uses its shopping environment (store & website) to shape its brand perception and influence consumer behavior. (how actually does the apple store build the perception of apple being a great brand and how does it influence customer behavior. So, from a customer behavior perception perspective, what is the role of the apple stores use articles abut the stores and the value of the stores in promoting the brand.)
4. Provide clear marketing recommendations for Apple to improve its marketing based on your prior research. While giving a comprehensive document based on all the findings, provide recommendations on ways that apple can do to improve their overall marketing doesn’t have to be specific about the stores it can be about any area. Bring theory and academics, use ‘’ Consumer behavior by Solomon)