MARKETING SCHEME OF APPLE INC

Marketing Strategy of Apple Inc

Marketing Strategy of Apple Inc.

BACKGROUND

Apple Inc is an American multinational company that concepts and markets buyer electronics, computer programs and personal computers. The company is best-known hardware products include the Macintosh computers, the iPod, the iPhone and the iPad. Apple software includes the Mac OS X operating system; the iTunes media browser; the ilife suite of media and the creativity software; the iWork suite of productivity software; Aperture, a professional photography package; Final cut studio, a suite professional audio and film-industry software goods; and reasoning studio, a suite of audio tools. As of 2010, the company operates 284 retail stores in 10 countries and an online store where hardware and software products are sold. (Paliwoda 1991 p.87)

Established on April 1, 1976 in Cupertino, California, and incorporated January 3, 1977 the business was previously entitled apple fruit Computer, Inc. for its first 30 years, but taken the phrase “computer” on January 9, 2007 to contemplate the company's ongoing expansion into the buyer electronics market in supplement to its traditional aim on personal computers. As of the end of 2009, Apple had 34, 300 full time employees and 2, 500 temporary full time employees worldwide and had worldwide annual sales of $42. 91 billion in its fiscal year . (Kotabe and Helsen 2001 p.32)

CUSTOMER BASE

Market study indicates that apple fruit draws its clientele base from an unusually artistic, creative, and well-educated community, which may explain the platform's visibility inside certain youthful, avant-garde subcultures. (Ian Fried) Apple store openings can draw crowds of thousands, with some waiting in line as much as a day before the opening or flying in from other countries for the event(Kotler 2000 p.63)

MARKET POSITION

Apple has positioned itself to a certain type of customer, wealthy persons, innovators, people with good occupations, good way of life, etc. If apple fruit targets the poor man type, the trendy guys will halt buying Apples, because everyone can and Apple is not the Porsche of the computers anymore, this would hurt more the emblem than perhaps the expanding sales because of lower charges, and in good times, where everyone has more money, apple fruit would have the difficulty that they cannot raise charges, because everyone anticipates a cheap Apple.(Hollensen 2007 p.455)

STAKEHOLDERS

THE MENDELOW MATRIX (1991) AUBREY MENDELOW

Level of Interest

Low High

A

MINIMAL EFFORT

GENERAL PUBLIC

CASUAL UNSKILLED

COMPETITORS

B

KEEP INFORMED

PRESS AND MEDIA

UNIONS LABOUR ORGANIZATIONS

REGULATORY BODIES C

KEEP SATISFIED

GOVERNMENT

CREDITORS

SHAREHOLDERS

D

KEY PLAYERS

RESEARCH AND DEVELOPMENT TEAM

MANAGERS

SUPPLIERS

CUSTOMERS

AUDIT

1. SWOT ANALYSIS

STRENGTHS

Apple products have good brand loyalty.

Strong research and development.

Web technology can be used improve product awareness and sales.

Apples niche audience provides the company with some lagging from the direct price competion.

WEAKNESSES

Weak presence in other markets other than education and publishing.

Apples market share is far behind from foremost competitor Microsoft.

Weak relationship with the major players like Intel and Microsoft.

The product life cycle of apple products are very small for that reason revenues are more depend on launch and services.

OPPORTUNITIES

Increase in worms and viruses on PCs so the anti-virus solution can ...