Marketing principal - Case Study Example

What is apple’s brand vision? Apple is a company that has planted its vision into creating products and improving them toan advanced, trendy, classy and simple result (Jennings 402). The company is set to progressively improving its products and creating a brand that is widely appreciated globally (Sandoval 98-99). The company has grown to being among the highest-ranking companies in its sales. It creates products that are a thrill to the young generation, and the mature population at large (Jennings 402).

The company’s major strategy has been its marketing power that has greatly impacted on the market by helping it gain a position and image of being “cool”. The company’s major vision is creating brands that will run the market and achieving maximum profits from the brands (Narayani 1-36).Apple’s brandsphere audit Apple was started in 1976 and has since grown from a small business into one of the most valuable and successful brands in the globe. The brand has managed to plant a perception in its consumers’ minds that it is the very best of the total brands and has, therefore, gained total trust from its consumers (Mirachandani 276-277).

The brand has portrayed excellent marketing techniques, and has established an ability to distinguish themselves from other brands. The company has other features such as realizing user friendly and innovative products (Sandoval 98-99). On the market of its products, a certain study revealed that the brand consumers who fall under the categories of high salaries, young ages and techno savvy tend to purchase its products. In the US for instance, about 22 million adults owned an iPod. Several products from apple target consumers who want to listen to music at a go (Mirachandani 276-277).

Considering that apple is highly rated, several people desire owning one of its products. This popularity has enhanced sales for the company (Mirachandani 276-277). Apple, however, has some faults in some of its products. The iPod Nano for instance, is said to have a faulty screen that breaks easily. Issues such as poor battery life and software issues also portray weaknesses from the company in its brands (Mirachandani 276-277). The continuous release of music products is continuously generating high revenues for the company, putting it at par with the music industry (Jennings 402).

This creates pressure on the company on what decision to take on the music industry. The company also stand gaining many market opportunities. ITunes for instance, is used to download legal songs (Jennings 402). If apple makes all cell phones and MP3 players are made compatible with the iTunes this could be a potential market gap to Apple (Jennings, 402). Apple, however, has several competitors such as Sony, Samsung, SanDisk, and Microsoft (Narayani 1-36). Apple, however, has gained market and is quite unbeatable.

Its competitors have to be more than just good to beat the company (Jennings 402). The undertaking declaration of the company is to revolutionize and describe achievements and promises to continue striving in all its fields (Sandoval 98-99). The business is the head in its line of services, especially in its production of computer, OS X operations and iLife and professional applications (Mirachandani 276-277). The overall marketing objectives at apple are to gain the maximum market share in the production of MP3 players (Jennings 402).

It also aims at eliminating its competitors.Works citedNarayani, Pranay. (n.d).-Marketing Audit Apple.http://www.scribd.com/doc/130244128/Marketing-Audit-AppleSandoval, Marisol. From Corporate to Social Media: Critical Perspectives on Corporate Social Responsibility in Media and Communication. New York: Routledge. 2014. Print Mirchandani, Vinnie. The New Technology Elite: How Great Companies Optimize Both Technology Consumption and Production. Hoboken, New Jersey: Wiley, 2012. Print.Jennings, Marianne.

Business Ethics: Case Studies and Selected Readings. Massachusetts: Cengage Learning. 2014. Print