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Apple Marketing Analysis - Essay Example

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Apple Marketing Analysis Institution’s name: Marketing Date Submitted: A1. Marketing Mix Analysis Marketing mix analysis entails the elaboration of the four Ps as pertains to marketing: Product, Price, Place, and Promotion…
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Apple Marketing Analysis
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Apple Marketing Analysis

1). Price; Apple being in a business that deals with technology and the advances that come with technology requires that it keeps up to date. But how will Apple keep up to date with changing technology and not escalate up its prices? As a marketing strategy, Apple has come up with pricing games which it has used to maintain a competitive edge in the business. To begin with, Apple has implemented the use of decoys. These are commodities presented in advance of the real commodity and their aim is to capture the attention of the consumer hence compelling the consumer to purchase commodities from Apple. An example is the iPod going for $399 yet Apple displays others being traded for $199 yet they do not exist, compelling the customer to purchase the $399 iPod (Kunz, 2010, p. 1). The other price marketing strategy utilized by Apple Company is the use of a reference range to market its commodities. This is aimed at showing the consumer the previous higher price and the current lower price that Apple is willing to sell the commodity. An example is that Apple can present an IPod at $100 and state it as 50% down from the previous $200. The consumer will find the current deal being offered by Apple better than the previous price and hence purchase the product from Apple instead of its competitors (Kunz, 2010, p. 1). Moreover, Apple uses bundle price as a marketing strategy as pertains to its prices. An example is a TV from Apple Company. It will be purchased for as low as $100, to play the TV, the customer will need to pay Apple through the purchase of a stereo, video and spares to use the TV (Kunz, 2010, p. 1). Product; Apple Company products change with the technological advancements since Apple Company has to keep at par with its competitors and provide the consumers with the latest technology. The current products which have been produced by Apple include: Apple TV, iPod, iPad, iPhone, iWork, iLife, Mac OS X, and iOS (Kunz, 2010, p. 1). Place; this entails the market niche of the company and especially where the company has its largest market share. Being based in the United State, Apple Company has expanded to involve other continents in the distribution of its products. It has been able to capture market in Africa, Asia, and America and also in the Middle East Europe. It has about 200 stores in the United States, Canada and the United Kingdom, in bid to achieve its objective of supplying technologically enhanced commodities to the global community (Kunz, 2010, p. 1). Promotion; Marketing is anchored in promotion of a Company’s products and services to its consumers. Apple Company has gone a great mile in promoting its products which it accomplishes by the use of advertising in the electronic medium. As earlier foretold in the goal of Apple Company, it works in collaboration with the consumer prior to the launching of a product like emphasized in the decoy pricing. This is aimed at stimulating the consumers to expect a new product from Apple Company (Kunz, 2010, p. 1). A11. Stakeholders Analysis Stakeholders in marketing strategy illustrate the entities to which the organization is accountable to as pertains to its performance: customer, competitors, company, and community (Abila, 2010, p. 1). Company; Apple Company is a multinational Company in the United States that was founded on 01, April 1976. It is a company that specializes in the provision of technologically enhanced facilities to the global community. This is through the introduction of software, hardware, digital ... Read More
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