Marketing Strategy of Apple

Marketing Strategy of Apple Dissertation example
Pages 60 (15060 words)
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ABSTRACT With the technological advancement that is taking place, marketing of high-technology products has become a specialized activity that has to stretch beyond the traditional marketing strategy. The high-tech industries in the global business environment are no more limited to computers but have pervaded gadgets and equipments of all shapes and sizes.


Over the last decade, Apple redefined the music and cellphone business, and the entertainment and media world by introducing IPod, IPhone and IPad. With the motivation to evaluate the marketing strategy of Apple, which enabled it to bring about a turnaround, this research is being conducted. Three objectives were set in Chapter I and after extensive literature review in Chapter II, questionnaire was designed to collect primary data from students. All three objectives have been achieved. The study finds that in the high technology products it has become critical to redefine businesses and reshape markets, thereby aligning with the changing demands of the firm’s business environment. To gain competitive advantage new pricing models, innovative value proposition, or customer-driven supply networks or finding new means of “touching” the customers has become essential. Brand management, customer segmentation, product positioning and customer behavior engagement are being applied by marketers. In the case of high-tech products product positioning has to be based on definite and tangible characteristics – unique selling point (USP) of the product. ...
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