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The marketing strategy of Apple - Essay Example

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This essay focuses on the marketing strategy of Apple, and how this could be improved using the marketing mix, to ensure more profits for the company. The company puts great efforts in ensuring that its products are highly differentiated from other products produced by its competitors…
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The marketing strategy of Apple
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The marketing strategy of Apple

This research will begin with the statement that Apple Inc. is a multinational company based in the United States, which specializes in designing, development, and selling of electronics to consumers, including phones, music players, computers, and computer software. Apple ranks second after Samsung, which is the most profitable information technology company in the world. Nonetheless, the success of Apple Inc. is associated with its marketing strategy, which is considered effective. Apple employs a simple marketing strategy, which involves its consumers, thus giving the company an edge over other companies in the information technology industry. However, if Apple could consider improving its marketing strategy, this would guarantee it more profits and continued competitiveness in the market. The marketing strategy of Apple is based on three main important factors. These are trust, communication, and focus. The company believes that it is important to be clear on the information the company wants to pass to consumers through advertisements. This, therefore, results in a focused communication with consumers. On trust, Apple aims at producing quality products, instead of competing with other companies. The high quality of Apple products ensures customer loyalty.  For this reason, Apple does not throw its products at consumers in its adverts; instead, the company only explains how the new product works, including the features that it possesses. (Nosal Web).
Apart from the simplicity of the marketing strategy of Apple, this also exhibits a great level of differentiation. The company puts great efforts in ensuring that its products are highly differentiated from other products produced by its competitors. The design of Apple’s product is superior, compared to that of its competitors, thus ensuring its differentiation. In addition, Apple wants its consumers to have a good experience using its products. Therefore, the company develops both software and hardware to enable customers to enjoy using its products (Bui Web).
Since the quality of Apple products is high, the company also sells these products at a higher price. Apple is known as a “high-price” leader in the information technology industry. However, today, Apple attempts to lower the price of its products, as a strategy of increasing its customer base. Alternatively, Apple produces complex products at a high price, and then produces lower-price versions of such products, which have fewer features, thus suiting the needs of diverse customers (Bui Web).With regard to distribution; Apple has a total number of stores exceeding 300, with about 50 stores in California, where the company has its headquarters. The Apple staff in these distribution stores offer full service to customers. However, the staff is not trained on selling skills, but only on addressing customer problems and queries on how different products work (Bui Web).
This marketing strategy for Apple is appropriate for the company, since it has worked on increasing the company’s profits over the years. First, this marketing strategy does not base on beating or competing with competitors. However, Apple focuses solely on the design and nature of its products to have an edge over competitors. Apple does not compare itself with its competitors such as Microsoft, but instead focuses on its own self-improvement, to remain competitive in the industry. In addition, the fact that the company aims at developing a pleasant experience for its customers, shows that the company is focused on customer needs and not its desire for profits, like other companies in the industry. Nonetheless, customer-centeredness is a great value, which Apple has adopted in its marketing strategy, which therefore, makes the strategy effective and agreeable.
Although Apple has performed well in the market for the past decades, today there are ... Read More
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