Marketing Analysis : Apple Inc

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EXECUTIVE SUMMARY
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.

STRATEGY (TCO F)
Apple Inc. is an American corporation that specializes on designing, developing, and selling electronics that include smartphones, tablets and computer software (Hitt et al., 2014). Apple’s strategy is anchored in four pillars that the former CEO, Steve Jobs, had strategized. At the outset, the company main objective
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