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Marketing and the Apple global organization - Research Paper Example
The article is mainly about the different forms of marketing that Apple uses for maintaining a strong base of loyal customers. In this context the author highlighted 11 different strategies that Apple uses for the purpose of creating a base of loyal customers. …
The history of Apple Inc. dates back to the early 1970’s when Steve Jobs along with Ronald Wayne and Steve Wozniak established the technology firm. Apple is presently headquartered in California, USA. The company together with its subsidiaries develops and markets laptops, portable music players, desktop computers, mobile communication devices and several other gadgets. Apple has a global presence and functions with around 370 Apple exclusive stores. As of 2011 the company employed 60,400 people throughout the world (“Apple Inc.”). Some of the evident products that have made Apple one of the biggest technical giants of the world are I-Phone, I-Pad, I-Pod and various software products. The Mac OS X in the software category has been able to revolutionize the computing experience of the users. If reports are to be believed, within few years from now the company will be launching I-car, a four wheeler car with unique style and design resembling the official logo of Apple.
From the days of its inception Apple is highly sensitive towards its marketing strategies. The company tactically develops its business strategies for the purpose of retaining and gaining customers. This is the reason why we find Apple launching new products in every 2-3 years.
Apple mainly distributes its product through whole sellers, retailers and Apple owned exclusive stores. The company has large number of competitors in direct and indirect form. Hewlett Packard, Dell, Google and Research in Motion Limited are the direct competitors of the company (“AAPL Competitors”). ...