The 4 A's of Marketing
Posted: Tue Jan 21, 2025 5:14 am
The concept of the 4 As of Marketing was created by Raimar Richers, and the issues related to them are generally defined before the company composes its 4Ps. While the 4Ps refer to the tools used to achieve customer satisfaction, the 4 As deal with the company's internal objectives.
Analysis
The first phase consists of identifying external and internal variables, in the macro and micro environment, that may, for example, affect the launch of a new marketing campaign. According to Raimar Richers (1994, p. 44), “Through Analysis, the company seeks to keep up to date with the opportunities, threats, changes and trends in its market.”
Analyzing Apple, we can see that among its many strengths are: the creation of innovative and high-quality projects that are ahead of trends; electronic products that are suitable for people's lives; therefore, it is a great success in the technology market and one of the most established information technology brands in the world, with a very bulgaria whatsapp data loyal group of customers who are loyal and protect the brand; in addition to being trustworthy and developing, evolving and innovating in products and customer support. It has always had solid management capable of competing with market competitors.
Regarding Apple's weaknesses, we can see that the brand's profitability depends heavily on the global economy. Therefore, economic crises can have a negative effect on the company. Furthermore, fluctuations in foreign currencies make earnings forecasts in foreign markets uncertain. Among its many opportunities in the market, we can mention the example of the iPhone 12 Pro Max, which with its high technology is entering the entertainment industry through movies, games, among others. Finally, we have its threats, which can be: Growth of the Android operating system and, with the global economy in crisis due to the pandemic, high prices may make it less attractive to some users.
Adaptation
After analyzing possible factors that could cause some kind of impact on the brand, it is important to define strategies to contain these events. As we saw above, one of the threats to Apple could be the growth of competing brands, which is why in 2020 the company launched a campaign called “Come to the iPhone”. In this action, the company shows the reasons why people should migrate to their cell phones through consumer reports, which show the advantages of choosing an iPhone when buying a new smartphone.
Activation
After defining and adapting strategies to the reality of the new campaign, it will be necessary to put the plan into action. Therefore, the next step is to effectively market the products and services already prepared, placing them on the market through the chosen channels. Six videos were made promoting the advantages of choosing an Apple cell phone and the stories are all from people who switched to the iPhone and why they did so.
The reasons given include constant updates that improve the device, power to play the most demanding games, variety of applications, ease of use, no crashes and cost-benefit. In the commercial, one of the consumers talks about the value of the Apple device. She says that in three years she had to buy two cell phones, so she believes that spending on an iPhone that will last longer is a better cost-benefit. The campaign uses animated Memojis, which are emojis that can have your face on them. It is available on Apple Brazil's YouTube channel and was also shown on broadcast and cable TV.
Assessment
The main objective of this last step is to provide evidence that will help in the decision to modify or discontinue the strategies applied, so it is essential to monitor and record the performance of the campaigns. Since the example mentioned is something recent, there is still no concrete data when this research was carried out, however, since practically everything that Apple does obtains positive results, this campaign will certainly be no different.
Analysis
The first phase consists of identifying external and internal variables, in the macro and micro environment, that may, for example, affect the launch of a new marketing campaign. According to Raimar Richers (1994, p. 44), “Through Analysis, the company seeks to keep up to date with the opportunities, threats, changes and trends in its market.”
Analyzing Apple, we can see that among its many strengths are: the creation of innovative and high-quality projects that are ahead of trends; electronic products that are suitable for people's lives; therefore, it is a great success in the technology market and one of the most established information technology brands in the world, with a very bulgaria whatsapp data loyal group of customers who are loyal and protect the brand; in addition to being trustworthy and developing, evolving and innovating in products and customer support. It has always had solid management capable of competing with market competitors.
Regarding Apple's weaknesses, we can see that the brand's profitability depends heavily on the global economy. Therefore, economic crises can have a negative effect on the company. Furthermore, fluctuations in foreign currencies make earnings forecasts in foreign markets uncertain. Among its many opportunities in the market, we can mention the example of the iPhone 12 Pro Max, which with its high technology is entering the entertainment industry through movies, games, among others. Finally, we have its threats, which can be: Growth of the Android operating system and, with the global economy in crisis due to the pandemic, high prices may make it less attractive to some users.
Adaptation
After analyzing possible factors that could cause some kind of impact on the brand, it is important to define strategies to contain these events. As we saw above, one of the threats to Apple could be the growth of competing brands, which is why in 2020 the company launched a campaign called “Come to the iPhone”. In this action, the company shows the reasons why people should migrate to their cell phones through consumer reports, which show the advantages of choosing an iPhone when buying a new smartphone.
Activation
After defining and adapting strategies to the reality of the new campaign, it will be necessary to put the plan into action. Therefore, the next step is to effectively market the products and services already prepared, placing them on the market through the chosen channels. Six videos were made promoting the advantages of choosing an Apple cell phone and the stories are all from people who switched to the iPhone and why they did so.
The reasons given include constant updates that improve the device, power to play the most demanding games, variety of applications, ease of use, no crashes and cost-benefit. In the commercial, one of the consumers talks about the value of the Apple device. She says that in three years she had to buy two cell phones, so she believes that spending on an iPhone that will last longer is a better cost-benefit. The campaign uses animated Memojis, which are emojis that can have your face on them. It is available on Apple Brazil's YouTube channel and was also shown on broadcast and cable TV.
Assessment
The main objective of this last step is to provide evidence that will help in the decision to modify or discontinue the strategies applied, so it is essential to monitor and record the performance of the campaigns. Since the example mentioned is something recent, there is still no concrete data when this research was carried out, however, since practically everything that Apple does obtains positive results, this campaign will certainly be no different.