Apple utilised premium pricing as they wanted to encourage favorable perceptions among consumers, regarding their price. This technique gives Apple the image of being a luxurious company, therefore, individuals are willing to purchase their product as it’s considered to be a representative brand. This can be seen with the IPhone 7, where the starting price was S$1048 after its initial launch,
Apple is all about the customer experience, be it in their stores or else creating products that their customers will love, and isn’t too concerned with concentrating on those who don’t. As mentioned previously, Apple has a clear idea of who its target market is and will design marketing plans around ensuring its core competencies adhere to that. However, Apple’s decision to bring out the iPhone 5S and 5C and offer it at a much lower price than its other iPhones in order to tap in to developing markets showed that it wants to increase its market share in developing markets (notably Asia and Africa), as well as looking for a solution to arrest a fall in its gross margin by
When Apple Company uses ‘Apple’ as their brand name, it will make the audience feel curious why an electronic product company using a fruit name as their brand name and it success to attract the audience attention. Their logo also very special and distinctive, the designer also draws out an apple as their logo. Again, the logo is has no relate with their product and the special part is the apple logo is not a normal apple, but it got a bite. The designer said it will make the apple look juicy and delicious, it will attract audience’s attention. Others than that, the Apple store also a distinctive part of Apple Company.
Apple’s retail stores ensure high quality customer experience; provide direct contact with knowledgeable staff and increases brand awareness. Besides, Apple’s stores are one of the most profitable in terms of sales/ft2. • Strong marketing and advertising teams. Marketing is one of the strongest functional areas Apple has. It can sell pricier products, build superior stores (they are more or less built to achieve marketing goals) and advertise their products in a compelling manner.
It focused on key elements that differentiates Apple and their products from competitors and that made them stand out in the electronics market. For example, their excellence in product design, user-friendly interface and classy branding completely separated them from other companies and made them a first-choice manufacturer. Apple’s generic strategy was aimed to set them apart from the competitors by features that are beneficial and appealing to customers. While Apple made sure to stand out from others, it was also able to reach various people and segments in the market by designing products that are suitable for everyone. For example, Apple reached organizations and businessmen by designing the MacBook line, and by that it made sure to maintain its leadership position as a first choice for business as
• The marketing and promotional activities of apple are very strong and they have been successful so far. • Apple has a strong financial background. • Innovation in technology and constant investment in development of technology. • IOS is not an open source, which has created a brand loyalty among the customers and buyers. • The retail stores set up by apple is a major advantage over other rivals in the market.
Not only that, competitors of Apple will start offering cheap and alternative technology in their own products and services at a much lower cost. This will affect customers loss of interest towards Apple products as they find it no longer unique (Slideshare, 2016). Technological advancement has always force Apple Company to invest a lot in technology as it is largely invested in product research and development field to push the product’s ranking into a much higher rank through their innovative side. For example, one of the most innovative and technologically product will be the IPod touch as it is a big step towards the replacement of basic mp3 (Slideshare, 2014). If Apple Company did not put any pressure towards the research and development department, it is clear to say that without the advance technology, the company will become obsolete.
Introduction In this marketing assignment, we choose Apple as the company to analyze the marketing environment that affect the Apple Company’s ability to serve its consumer market and the major factors that influence consumer buyer behaviour. Apple became a computer company started in 1976. In the last decade, Apple had broaden into a complicated and intricate company. Then, this company started specializes in much more than just computers. Apple Company invented new products such as iPad in 2001.
This multi-billion dollar company models, develops, and sells high-tech electronics, computer software, web-based services, and PCs. Founded in 1976, Apple’s products have since been desired by millions worldwide. From their mp3 players to their personal computers, and everything in between, Apple has proven itself number one in the technology market. According to NBCNews (2011), Apple is number one because they constantly improve products, have strong relationships with their distribution center, and have sleek product designs. Now, they are outdoing competitors like Samsung, Dell, and Microsoft (TodaysiPhone, 2012).
Moreover, to compete towards a large and well-known company like Apple it is costly to develop a strong brand and for that a new entrants get to be weak. In the other hand, large companies with a financial strength like when Google produced the smartphones product Nexus and Samsung influenced Apple. This shows that there are large companies that have a chance to compete against Apple. In this part of the 5 forces it shows that Apple should stay strong against new entrants by preserving its competitive