MARKETING

Apple Inc.

Apple Inc.

Introduction

Apple Computer Inc. was founded by Steve occupations and Steve Wozniak in 1976. They were both ally from high school but both ended up lowering out from school and work for Hewlett-Packard and Atari respectively. Although both have visualised a client amicable individual computer, Wozniak was the one that have been dabbling in computer-design but Jobs was able to glimpse the financial promise and insisted to deal the appliance, apple fruit I.

However, the launch of apple fruit I was failed but Wozniak has already conceiving and developing the apple fruit II. Apple II was the first personal computer in a plastic case with colour graphic that was introduced at a local computer trade show in 1977 and officially launched in 1978. Following to the launch of Apple II and Apple Disk II, the orders for Apple machines were multiplied by several times(Brown, Duguid, 2000, pp 56-85).

Apple Computer Inc. continues to introduce innovative products to the market, realising that as the strategy to compete with the big companies such as IBM and Microsoft. In the first six years of business, Apples earnings grew tremendously from $793,000 to $76,714,000 and by 1983, the annual net sales was almost $1 billion. It was noted as having one of the largest and most loyal customer bases that helped solidify consistent growth for the company. However, Apple Computer Inc. business was not smooth sailing throughout the years since then. Below is the brief history of the product development from 1981 to current year.

Marketing Effectiveness Evaluation

The evaluation of marketing effectiveness (Atkinson, Court, 1998, pp 95-112) shows Apple's strength on all marketing aspects and assists company to improve both in short term and long term.

Customer Philosophy

Apple's segmentation approach not only towards their products but also customers as well. He had split segments into three categories - large and medium sized companies, educational and government organizations, and small businesses and consumers. These approaches have helped sales team to focus on required knowledge and also customize service level to each of target segments. (Adelman, 2000, pp 25-85)The direct trading model has assisted apple fruit to understand what customer really desires and wants. Their orders are made by phone, internet or fax which provided company with first hand comments and preferences on specific models or services.

By collecting all this valuable information from customers to database, Apple could evaluate and adjust their products to suit market latest trends and to avoid mistakes happen twice in future. This information will also share with suppliers and designers which provide them with opinions come from end-users. Therefore, future designs will be more customer-oriented other than just desire from industry. (Apple Online Case 1999)

Integrated marketing organization

Every employee in Apple fully understands fundamental concept that drives company into one of top computer manufacturer in world. Top management expended great allowance of time interpret and communicate to everyone what needs to be accomplished in alignment to supply total clientele experience. They are not just setting up meetings to answer questions but to involve everyone to ...