Case Study Of Apple's Marketing Strategies

Apple has a strong financial foundation which allows company growth and allows them to maintain the competitive edge.

Apple is the largest company in the field of smart phones and Apple depends on a marketing mix suited to the wishes and ambition of all customers.The strategy is to set a high price for the new product to harvest the maximum returns of layer after layer of market segments that welcome a high price, and the company is achieving less sales but more profitable. Apple maintains its value in the case of resale for long periods even after the issuance of a new phone, a small proportion to suit the needs of the market after I reached the stage of saturation in a way that ensures the preservation of the external image of the company (in my country not to insult the product).Samsung is relying on a completely different policy, the Penetration strategy

Apple corporate culture has played a major role in its success; the corporate culture is founded on values, traits, morals, principles and standards that are believed to be crucial in assisting it and its employees to succeed. The corporate culture is the foundation for what is done in Apple and how it is done. Cumulatively, the distinctive values make Apple a unique company. Apple’s core corporate culture is founded on innovation and nurturing talents of creative people. The company strives to build highly innovative products that not only meets but exceeds the expectations of the customer. Apple’s products embody outstanding designs and styles that attract consumers across the world. Since its inception, Apple has always been associated with cutting edge technology; the company boasts of the most

This assignment based on Apple Corporation, about current position and reputation regarding ethical and social responsibility also the strategies that it currently employs to market its products. Apple Inc, is an American multinational corporation and world’s second largest information technology company; they designs, develops and sells consumer electronics, computer software and personal computers. Apple was founded by Ronald Wayne, Steve Jobs &Steve Wozniak on April 1,1976.Apple has earned first place among Fortune magazine’s world’s most admired companies also many believe that Apple’s success stems from a combination of

According to Turban, McLean and Wetherbe (2001:92-104), Competitive strategy may be defined as “a broad-based formula for how a business is going to compete, what its goals should be, and what plans and policies will be required to carry out those goals”. Organisations including that of Apple Inc. seek to gain competitive advantage in the industry using competitive strategy which is a key factor to the organisations success or failure (Turban et al. 2001:92-104). The use of a Strategic Information system can help an organisation gain competitive advantage by its ability to increase performance and productivity (Turban et al. 2001:92-104).

Launching a product which meets and even exceeds customer needs is crucial to the success of a company. An example of that type of company is Apple. The American-based technological giant has been dominating the market for years and there are several reasons for that. Firstly, Apple’s products make their users feel unique. It is the brand name and the quality, associated with it, that make people love Apple. What is more, Apple has a lot of technological advantages and resources, for example, they were the first company to launch a tablet – the iPad. Finally, they have a lot of skills in terms of knowledge and creativity of their employees. All of the above-mentioned reasons provide Apple with a competitive advantage.

As witnessed in Silicon Valley, the recent technological breakthrough is slowly transforming the world into a small ICT village. As a leading Global 2000 company, Apple Inc. emerges as a key player in the mobile phone industry. Besides its remarkable innovative designs alongside the impressive media content and apps, the unadulterated consumer appeal for Apple’s products and services has propelled the company to the status of ‘most valuable brand’ surpassing Coca Cola in the Omnicom Groups’ Best Global Brands 2014 report (Hertzfeld, 2014). Apple has featured as the best marketer for four consecutive years by winning the CMO Survey Award for Marketing Excellence. Apple’s immense success in marketing is in part attributable to its profound 3-point – empathy, focus, impute - marketing philosophy. Empathy entails a comprehensive understanding of their customer needs as compared to their competitors. The focus entails identifying potential marketing opportunities and subsequently exploiting them. Impute entails providing a more appealing product based on the understanding that people actually do judge a book by its cover.

One thing that stands out in Apple is the minimized bureaucracies, coupled with the massive startup and an engineering inclined culture, the company is headed for a long term expansion. The corporation is also known to respect and take good care of the employees. The structure of the organization is such that there are no numerous product management, but has small project teams that are driven by engineers to ensure the company runs smoothly (Business Insider, 2011).

With Samsung doing so well in the cellphone market, Apple is going to have to step up its’ game in order to ensure that it stays right there with them at the top. Although Apple is constantly advertising worldwide and finding new and impressive ways to get its name out there, it is still in need of something that will send it flying ahead of Samsung. For Apple’s corporate strategy, it already uses a close-related diversification strategy. This strategy has assisted the company in finding out exactly what consumers want in this day in time. In a way, this gives an explanation as to why there are always constant updates and additions to the Apple IPhone. With the close-related diversification strategy, Apple has the ability to change its

Apple has positioned its products as premium products in the market, as reflected by the price it charges. Many Apple customers perceive a high quality brand and are perfectly happy to pay for it. This is not to say that they wish they didn’t have to pay a premium price, however the exclusivity of the brand that is portrayed as a result of the price works to justify the price. The higher price tag is a necessity and is instrumental in enforcing the perception of the brand. The price strategy is successful in part, however, because it works in remarkable synergy with another clever marketing strategy, a message to the consumer, through plentiful advertising, that Apple doesn’t just sell products; Apple sells an experience. Apple advertisements can be found on any television network, in any technology magazine, and all over the Internet. MacBook Pros, iPods, iPhones and iPads are used by celebrities in movies, not Dell laptops, Sony Walkmans, Windows Phones or Samsung Galaxy Tabs. This further iconizes the brand.

In this research paper I would like present the strategies of the World’s most Profitable, Leading and Uniquely Recognized Company: Apple Inc.

I would like to thank a bunch of people who helped me in completion of my dissertation like:

'When Apple's IPhone first went on sale in Europe six months ago, hopes were high that the device would be just as big a hit is it had been in the U.S. But analysts are now raising concerns that the iPhone may not translate as well overseas, with sales sluggish in Europe because of the device's high price and strong competition from Nokia and others'

Apple Inc. was built up on 1st April 1976 around then the organization was known as Apple PC, Inc. Apple almost has 35,000 representatives overall and its business recording about US$42.90 billion by 26th September 2009. It arrived in a magazine named Fortune that Apple had been most refreshing organization in the United States in 2008 and worldwide in 2009. Apple fundamentally offers tablets, iPods, and mobiles and so forth here we are set to focus on their portable PCs. Apple has various types of tablets for distinctive employments. In their item go Apple book, Apple book star which comes in diverse sizes 13", 15" and 17" contingent upon client 's use.

Suggested actions include operational ones for immediate actions and strategic ones for a longer period of time in the future so that Apple can still maintain its image in China market. Besides, these specific activities are also prioritized based on the urgency of each one.