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Marketing strategies of Apple Inc - Term Paper Example

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Marketing strategies of Apple Inc

It's products and services include Macintosh (Mac) computers, iPhone, iPad, iPod, Apple TV, Xserve, a portfolio of consumer and professional software applications, the Mac OS X and iOS operating systems, third-party digital content and applications through the iTunes Store, and a range of accessory, service and support offerings” (Corporate Information, 2011, p. 1) With the rich legacy and tradition that has revolutionized computer technology of the 20th century, Apple Inc. has been revered by contemporary organizations as an icon of global technology. In this regard, the current research aims to proffer pertinent information that highlights the marketing strategies employed and implemented by Apple Inc. in its journey towards exemplary performance and financial success. Products Apple’s products are categorized into personal computers (PCs), to operating systems (OS), peripherals and the latest non-PC product lines (iPod, iPhone, among others). A quick view of the official website’s product images and information classify their offers as: iPad and iPhone; Mac; iPod and iTunes; and iCloud; with specified retail stores for these products (Apple Inc., 2011). The slump in the technology industry, particularly in terms of trends in personal computers in the 2000s shifted Apple’s focus in the digital technology market that enabled them to recover from financial distress. The innovative strategy of designing iPhone was another instrumental investment that paid off for Apple. Having capitalized on the increasing proliferation of mobile phones, the technology of uniting the features offered in iPod to mobile technology attained the object to reinventing the phone to what emerged as the iPhone. As advertised in their website: “iPhone 4 features a durable glass design, the remarkably high-resolution Retina display, FaceTime video calling, a 5-megapixel camera with HDR capability, and HD video recording. It’s the biggest thing to happen to iPhone since iPhone” (Apple Inc., 2011). Marketing Strategies The success of Apple Inc. has been attributed to their expertise and competitive advantage of knowing their products and scanning for opportunities in their external environment. As revealed by Vertygo Team (2011), “Apple has been so successful in these last years thanks to the fresh, imaginative way to think and do its business: a winning combination of exceptional products, great style and design, great strategy, innovative marketing, sleek and enticing communications” (par. 1). Apart from these, Apple’s competitive advantages could be summed as follows: (1) possesses strong corporate position and image as a pioneer manufacturer and marketing of easy-to-use computer for a wide range of customers; (2) positioned itself as an established manufacturer of high quality products: (3) exhibited exemplary competence in both hardware and software applications; (4) invested considerably and strategically in research and development paving the way for the discovery of new product designs deemed to be more versatile than competitors and creation of innovative applications; (5) possesses the ability to employ strong leaders with vast professional experiences; (6) offered products packaged in strategic designs to focus on the products’ ...Show more

Summary

Marketing Strategies of Apple Inc. Date Marketing Strategies of Apple Inc. Corporate Background The history of Apple Inc. can be traced 35 years ago in 1976 when two high school friends, Steven Wozniak and Steven Jobs, both interested in electronics have created a computer design which became the Apple I (Stanford, 2010, p…
Author : alene72
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