The Marketing Strategies of Apple

According to Mintel (2014), “nearly half of today’s university students report they are financially comfortable, as they have money left at the end of the month for a few treats and to save.” What about the other half? The other half of the students either have not a lot left after the basics are taken care of or having difficulties with their financial situation. Students’ average monthly expenditure on their essentials is 65% of their monthly income (Mintel, 2014). In these few years, there has been a rise of national companies giving student discounts and offers for their products or services. For example, Apple Inc. offers student discounts for their gadgets.

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

Apple’s position and marketing as a premium brand is based on their strategy of not competing on price. Apple operates on premium pricing and price skimming. Premium pricing is a strategy in stitch products are introduced and kept at high prices in order to encourage a level of exclusivity and luxury among consumers. The high prices of Apple products, in comparison to their competitors, is reflective and representative of the quality and exclusivity of their products. Through this pricing strategy, Apple has successfully build a brand equity and value around their brand and products which in result means consumers are willing to pay the extra amount of money for their products, instead of going to competitors with lower prices.

The Apple Company is one of the most successful firms in the cellular phone market. Although the company has not always been on the top, they found a way to surpass other competitors through the quality and pricing of their products. Today, we can walk through most superstores and find Apple’s products.

“Apple uses promotional and advertising tools to capture the attention, interest, and desire of the consumer. Apple captures our attention and interest through innovating and sleek imagery of their products on Apple's official website as well as keynotes and other publication” (Villefranche, 2011). For example Apple just released the I phone 5 which was highly anticipated and the publicity that Apple had prior to the release was tremendous and also brought in many new customers. It has been said that the first weekend the I phone 5 was available they sold 5 million phones. Apple made a plan and set up objectives and goals that they desired. Through integrated marketing they have met those goals and it allows for them to set higher goals and reach them as well. Apple also knows their competitors very well and this allows them to be in this market and compete very well.

Promotion strategy is the way use to promote about the services or products to public relations and customers through advertising, selling, sales promotion and public relations.

new markets. With the focus of these agreements being solely on the iPod, there are exciting

This paper comprehensively describes the marketing plan of a charismatic organization Apple Inc. The main focus of the paper is to describe the most important marketing strategies which Apple has espoused from the date of its emergence and different challenges which it has faced from time to time. The paper begins with an introduction to the organization. Apple Inc. is an American MNC; engaged in the business of developing and marketing of IT products. Apple has expanded its business operations all over the world. Every product which Apple introduces has its own target market; it develops marketing plan and strategies for each of its products separately (Apple, 2012). Apple's strengths include strong brand image, financial strength, product and process design, and highly efficient operations management while high prices and inability of up gradation of some products are its main weaknesses. Apple has threats from its competitors, increasing costs, and economic situations but has greater opportunities in entering new markets, making strategic alliances, and bringing innovations through efficient R&D. Before entering new markets, Apple has to analyze the business environment through sensitivity analysis, and then decide a framework for the future strategies.

Introduction Consumer electronics company in Cupertino, CA 72,800 employees $156 billion in sales in FY 2012; $41.7 billion in profit Strong growth trajectory since early 2000s Main products: iPad (tablet), iPhone (smartphone), computers, mp3 players 3rd-largest online retailer; also has network of retail stores Simplified product lines, emphasis on design and product quality Integrated hardware and software Segmentation Demographics: Apple skews young, urban, white, educated Socioeconomic: High level of disposable income, emphasis on style, upwardly mobile, social. Upper middle class and above.

The online Apple Store and App Store are in like manner exceptionally unmistakable. In any case, these stores are by all record not by any means the only places in the affiliation 's exhibiting mix. For instance, Apple furthermore uses affirmed retailers, for instance, Walmart, Target and Best Buy. The association in like manner consolidates telecom associations like SaskTel, ringer, and Rogers, which offer iPhone units. In addition, Apple utilizes fulfilment organizations from associations like Amazon.com and eBay, through which untouchables offer Apple things on the web. Along these lines, Apple 's promoting mix is extensive in mishandling unmistakable sorts of on the web and non-online scattering channels.

Apple Incorporated, formerly known as Apple Computers Incorporated, and more commonly known just as Apple, has lead the way in technology and innovation for consumer electronics with their slender storage capacities, vibrant displays, and incredible touch screen products. When they first started, their focus was more on personal computers for customers, but as the company has aged, so has their focus expanded towards this idea of consumer electronics as a whole. Seeing as they now offer popular devices including, but not limited to, computers (Mac Book), home theater (Apple TV), phones (iPhone), tablets (iPad), and media (iPod), it can clearly be

In the early decades, Apple 's brand was very much that of a challenger, bringing easy to use computers to consumers and small businesses in a way that as focused on the needs, individuality, and style of ordinary people, rather than the conformity and technical mandates of big business.

The success of those two products lead of course to the downfall of the 3GS model, which was not very popular in China for many reasons, including the lack of usability for Chinese people (issues with the texting) and the bad network service regarding the internet access.

Also, as the purchasing power of the common has risen in various markets across the global, the purchasing of luxury products have gone up. For examples, the iPhone, iPod, iPad and the most latest technology, iWatch. Having these products are considered as statues symbols in many societies which have also increased the sales of Apple Inc. products. Another big social influence to the Apple Inc products is the rapid growth of the music industry, which have improved markets over the cyber space as well. The main exclusive music store is the iTunes and it is ahead of any of their competitors. Thus, in all Apple products benefitted from the social aspects as it has started defining a modern individual lifestyle.

Apple stands up against its competitors by having a very strong marketing strategy and by constantly reminding their consumers why spending more money can give you more in a product. The company is known for their products to be unique by carefully evaluating and testing their products before releasing them for sale. They carefully evaluate the designs and steady looking for ways to be different from their competitors, they believe if they remain different it will increase their chances of brand