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Essay example - Integrated Marketing Strategy
Pages 14 (3514 words)
Apple has been a one of the dominating player in the technology market. In this report the author will take consider Apple iPad as our product. Apple iPad was introduced in the market on January 27, 2010. Apple iPad is used for reading magazines, newspaper, eBooks photos, textbooks, videos, movies etc. …
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This report stresses that due to brand loyalty which Apple had acquired over the years, the company has been able to take advantage of the market opportunities and adapt to the environmental threats. Apple is successful on two of the marketing mix i.e. price, product. Apple still has to work on its other two marketing mix which are promotion and distribution.
This paper makes a conclusion that people are more interested in things which really matters to them. This means that Apple should target the audiences based on their specific needs. Apple shouldn’t create a one-size fits all app. It is just filled with loads of irrelevant content. Instead Apple should plan to segment on the basis of their needs, interest and wants. Apple invests in the right user experience. It is of no use to create fantastic content, if the users have bad application experience. The author of the paper talks that With the launch of iPad on 2010, the company made use of good use of its core competency i.e. innovation. They have been able to turn ordinary into something beautiful. PC fans wanted something which is as powerful as a PC but portable. Apple understood the need and created iPad with new features to meet their increasing demand. They can offer accessories along with iPad like adapters, chargers, cables, cases etc. Apple have made iPad a household name so that they everyone knows about the product. On an overall basis Apple has achieved a successful integrated marketing strategy with still rooms for improvement as discussed above. ...
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