Apple: Company Analysis Introduction Apple Inc is an American multinational conglomerate that has business interests in various sectors like computer software, personal computers, and consumer electronics. The company was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in 1976…
Apple’s product lines mainly include iPod and iTunes, desktop and laptop computers, the revolutionary iPad and iPhone, and the OS X operating system (Nosowitz 2010). The company’s main competitors are Microsoft, Sony, Dell, Acer, Samsung, Toshiba, Nokia, and HTC. As of 2011, the organisation has 364 retail stores across 13 countries. As scholars point out, a well developed business model, competitive products, an innovative marketing strategy, and a potential operational model constitute the key elements affecting Apple’s overall corporate strategy. The company organises workshop programmes and promotes other personal customer relationship practices like e-mails and surveys as part of building a long term relationship with its customers. This paper will discuss various strategies used by Apple to enhance its customer communication practices and drive customer relationship management effectively. Target marketing to build customer relations As of 2011 data, Apple operates in 13 countries including United States, United Kingdom, Australia, Canada, China, France, Germany, Japan, Netherlands, Italy, Switzerland, Spain, and Sweden. Majority of these countries are economically developed, and the remaining are rapidly emerging economies. In terms of geographic targeting, Apple focuses on market segments like cities where the density of people is very high. In addition, the organisation gives specific attention to geographic market segments that have well developed infrastructure. By following such a geographic targeting approach, the firm tries to enhance the easy flow of raw materials and labour. In terms of demographic segmentation, Apple mainly focuses on young people and business executives, because most of the Apple products offer extensive and innovative features that may not be appealing to a middle-aged or senior person. In addition, Apple particularly targets high income groups while dividing its market segments on the basis of demography. To illustrate, Nokia and Samsung are major competitors of Apple in the smartphones market. Relative to Nokia or Samsung products, Apple’s smartphones are very costly as the company does not consider the needs of low income people much (Eha, CNN Money, n. d.). The company also practices psychological or behavioural segmentation approaches effectively. Referring to a report by Jaques (n. d.), many of the people consider Apple as a luxury brand and hence they are willing to buy Apple products regardless of the prices in order to increase their social status. With intent to take advantages of this favourable condition, Apple’s management designs and sets prices for products particularly for high class social groups. In addition, the company identifies potential market for a planned product in advance by exploring the psychological needs and requirements of customers effectively. For instance, Apple’s management identified music sector as the broad market for its iPod before even the company began the product research or development process (Adjorlolo et al 2010). Customer communications Apple gives great significance to customer communications as the company extremely values customer suggestions and feedbacks. Company uses various traditional and modern communication channels to be in line with changing customer tastes and preferences. Apple uses many ways to collect their customer information. When people create Apple IDs, register for workshops conducting at any of the Apple’ ...
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In fact Microsoft pushed Apple far behind during this period and many people raised doubts about the future of Apple during this period. However, Apple bounced back during the latter part of 90’s and at the beginning of 2000 with the introduction of its popular “i” series products such as iphone, ipad, ipod, imac, itune etc.
The technological changes proved to be a challenge to Apple as it struggled to produce standardized software in the market. Various organizations, consumers and businesses were demanding more compatible operating systems. In addition, Mac OS was not available for other computers and was used only on Macintosh.
“Steve Jobs and Steve Wozniak founded Apple Computer in April 1976 with the creation and release of Apple I. The company became incorporated in January 1977” (MarketLine Case Study Apple Inc. The Steve Jobs Effect, 2012, p.5). Apple’s growth is phenomenal in recent times; however, many people believe that the death of Steve Jobs in 2011 has created a vacuum at the top level of Apple Company.
Apple’s vision is to be the most innovative company in the computing, mobile phone and telecommunication industries of the world. This innovation is achieved through enhanced and improved technologies in all of the company’s products and services which are aimed at meeting the changing needs of consumers and the business environment.
The company is powerful enough to act as the trend setter in the market for ultra modern gadgets. This market is highly competitive at the international level. Innovation is one of the key factors that drive organizational growth. In this era of globalization, the international business platform is becoming increasingly smaller and more closely knitted.
Consequently, Apple was able to provide backup software and tools for the iPod such as the iTunes store that enables iPod owners to get the latest content on the web at the lowest cost. The bundle is rare and unique to Apple
ent spheres ranging from computer hardware and software, consumer electronics, and digital distribution business industry (Apple Inc., “Apple Reports Fourth Quarter Results”).
The assignment critically focuses on describing the current consumer electronics and computer
The market leader in the smartphone market produces different products with a wide target market. Apple must focus efforts on expanding the target market and include the low end products meant for emerging markets in South America, Asia and