MARKETING COMMUNICATIONS

Marketing Communications - An Analysis of Apple

Marketing Communications - An Analysis of Apple

Introduction

Apple's organizational culture is based on the idea of self-motivation in the individuals through the empowerment. The distinctive structure of Apple allowed it to innovate, grow and react more quickly according to the turbulent changes occurring globally. Apple at the time of its innovative structure grew faster as decisions made by the employees were from the diverse group of people which actually contributed success in the prosperity of apple. The corporate Apple's headquarter made the overall activates and policies be fulfilled and obeyed by the employees. These activities are assigned in such a way to facilitate employees in making day to day decisions in countries all over the world. Apples organizational culture primarily focuses upon.

Apple Brand's Positioning and Its Integration

Apple Inc. designs, manufactures and markets personal computers (PCs), mobile communication devices and portable media players. The company's products include the Mac line of desktop and laptop computers, the iPhone smartphone, the iPod line of media players and the iPad tablet computer. Apple's products are known for their ease of use and proprietary software. Apple was cofounded by Steve Jobs, who died in October 2011. Apple's products reflect a "walled garden" design philosophy, in which the user experience is carefully managed by Apple. Apple controls about 13.3% of the Computer Manufacturing industry and is expected to post a revenue figure of $5.4 billion in 2011. Apple's Mac OSX series of operating systems are derivatives of the Unix operating system, originally developed by Bell Labs in 1969. Apple released the first version of OSX, 10.0 "Cheetah", in 2001; Apple released OSX 10.7 "Lion" in 2011.

Apple choice of position in the market

Competition within the Computer Manufacturing industry is very high. Increased competition from foreign competitors has driven down retail prices of PCs since 2008. In the broad consumer-oriented PC market segment, operators are particularly vulnerable to price competition. Subsets of the consumer segment, particularly the gaming audience, offer more opportunities for higher prices, product differentiation and branding. At the same time, sophisticated users limit the potential of this niche by building computers themselves from parts acquired through retail and wholesale channels. Some competitors like Apple command higher prices (earning greater profit) through exclusive product differentiation. Apple computers run their own operating system, OS X, while most other manufacturers sell Windows-equipped computers. IBISWorld expects competition in this industry to increase in the future, as continually falling production costs (specifically in Asia) commodify the key PC market.

Apple's corporate motto is an apt description for the company's approach to this industry: "Think Different." While HP and Dell primarily sell PCs with Microsoft Windows installed, Apple uses its own proprietary operating system, Mac OS X. This setup allows Apple to maintain a high degree of control over what programs can run on its computers. Furthermore, the relatively small number of Macs compared with Windows-based machines makes the platform a less attractive target for malicious viruses and spyware. Apple's computers have a strong following in artistic ...