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Analysis of the Marketing Strategy of Apple Inc: 1997 2011 - Essay Example

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Analysis of the Marketing Strategy of Apple Inc: 1997 2011

This means that innovation is key to the survival of businesses. This is one of the main keys that enable a company to thrive in competitive environments. However, there is a pressing question on how a company like Apple would always get it right whilst other companies get it wrong. What is the marketing systems and methods that can be used to describe the success of Apple? One of the fundamental keys for success is market segmentation, which involves the need to examine and review the different units of the society who purchase a firm's products (Weinstein, 2010). Through segmentation, a business can tell what motivates a buyer ahead of another. This enables a business to undertake scenario planning and conclude on what consumers might want next. Of course this would not be successful if the actual needs of consumers are not monitored and noted down. Hence, the iPod has been considered to be one of the greatest products by scientists (Chazelle, 2006). There are many things that come together to give consumers the best. This enables Apple to be classified as one of the innovation driven companies in the world. Thus, this makes Apple one of the leading firms whose emergent strategies can be replicated by other companies. Research also shows that the management core of Apple are involved directly in the innovation process (McGray, 2009). This is done through brainstorming and examining different options and systems. Through this, they formulate designs and strategies that catch customers' eyes and keep them interested in Apple products. Thus, Apple's success can be credited to the demands of consumers, which goes into the research and development who turn it into the production system with in a short and timely fashion. This can be seen as one of the...
The researcher of this essay focuses on presenting the main field of his future study, that is Apple Inc company, that is the world's largest company in market capitalisation, producing iPhones, iPods and iPads along with Macintosh computers. The year 2009 was marked by of one of America and the world's worst financial crises, which became known as the Credit Crunch or the Global Financial Crises. Most businesses reported losses. However, in that same year, Apple Inc, one of the world's largest technology companies with its headquarters in Silicon Valley reported profits of $1.67 billion. Amongst the competitors of Apple who reported losses was Microsoft which reported a very low profit margin. Apple is reputed for running a very competitive and innovative marketing strategy, that the researcher aims to analyze in his study. In order to capture the markets, the researcher indicates that Apple creates a permanent taste in consumers by undertaking marketing drives and promotions that blends different approaches and systems of promotion. In this research, data will be collected from different secondary sources. This includes journals, books, interview videos and other sources that would be used to explain Apple's position and systems. This will give us information about how things were done and how operations went on. The researcher states that his study will be conducted in a space of 8 weeks. Each week will involve separate activities, that the researcher presented in details in this essay. ...Show more

Summary

The researcher of this essay presents a research proposal for a dissertation, that is aimed to provide an analysis of the marketing strategy of Apple Inc in 1997 – 2011. The researcher focuses on the discussion of phases of his study and topics that will be evaluated…
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