Case Summary:
Apple Incorporated is one of the largest technological companies worldwide and was initially established and developed in 1972 by Steve Jobs and Steve Wozniak. It is renowned worldwide for its Apple Logo and ability to market a very innovative yet original and state of the art computer product. Recently it has extended its success towards the smartphone and tablet industry with its Ipad and Iphone technology leading the way in cutting edge smartphone technology. Apple Incorporated is an example of a company that has successfully marketed its products in order to meet the demands and requirements of a broad customer base with a number of expectations
Key Marketing Issues:
• Competition – Apple continues to face intense competition particularly from other IT companies such as Samsung and Microsoft. As such, this has recently challenged its ability to provide its customers with a highly innovative product and to maintain respective levels of loyalty amongst its customers.
• Lack of Diversity – Apple also faces a significant marketing problem associated with its lack of diversity and failure to adequately extend its range of products. It was easy to market is initial smartphone products however its current products are still similar to pre-existing brands and question the legitimacy of its marketing techniques and innovation of products.
• Brand Identification – Apple is widely recognized however throughout its extensive marketing processes it is failing to provide customers with a more extensive
Use your promo and get a custom paper on
"Apple Incorporated: “An Innovative and highly competitive IT company”".
Personal Case Analysis:
I think Apple’s strategy of marketing its initial brand name and the originality of its current products and use of innovative is highly effective as it allows customers to further understand the engineering and design behind the products that they use. It also more closely associates customers with the products and constant updates and marketing through its respective stores allows this to occur on a frequent basis.
Case Questions:
1- How has Apple implemented the marketing concept?
Apple has implemented the marketing concept by providing its customers with an extensive range of options and matching customer needs with the requirements and offerings provided by Apple products. Apple has been able to more effectively relate its products and offerings to the needs of its most loyal customers. Furthermore, it has implemented this concept by providing a number of stores for updates and the acquisition of additional products. It markets its products online and physically through the development of Apple stores and employee-customer interactions.
2- Describe the role of Apple Stores as an important part of its marketing strategy.
Apple stores allow the company to interact one on one with its customers and to provide customers with a high level of customer service. It provides an alternative means of pleasing customers rather then solely relying on online processes, which many other companies utilize. It also allows customers to address their product issues quickly and efficiently and markets products via its unique locations.
3- What will Apple Need to do to Maintain Product Innovation and Customer Loyalty?
Apple will need to continue to update its products and provide customers with a continued level of customer service and a unique customer experience through its Apple stores. Furthermore, it will need to develop products that steer away from its original, pre-existing products and which meet the needs and rising expectations of customers.
Recommendations:
It is recommended that Apple start developing unique products that do not necessarily relate to its initial products. The development of the Apple IWatch is a good starting point for this. Apple needs to provide products that are different from competitors and aim at providing not only a dynamic and unique experience but one that can meet future expectations. In addition, Apple can further maintain customer and employee relations by developing its Apple stores further and continuing to focus on one on one relationships.
- Guidry, Martha. “Drive Business to Success with a Winning Marketing Concept”.
Greater Phoenix Business, 2015, http://inbusinessmag.com/sales-marketing/drive-business-success-with-winning-marketing-concept#.Vdc-abdWRo4 - Kurtz, David. “Contemporary Marketing”. 17th Edition, Cengage Learning, 2015
- Tobak, Steve. “10 Companies with Great Marketing”. Money Watch, 2012, http://www.cbsnews.com/news/10-companies-with-insanely-great-marketing/
