The online Apple store are also highly visible in countries where the Apple store or Epicenter isn’t available. However, Apple products are also bought in authorized retail shops such as Best, Courts, Expert, Euronics & Target. This improves the customer's accessibility to Apple’s products, making it easier for consumers to purchase an Apple 7/7 plus. Apple seeks to improve customer care, therefore, in any location that Apple sells one of their products, a customer care center is available. These centres main focus is to provide high quality services to A-customers that have faced issues with a product or staff member.
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.
Apple has a collection of consumer software appliances, various operating systems, and a variety of other services. (apple.com, 2014). Within this research paper, we will discuss Apple’s internal and external reports along with factual examples to support the reasoning provided. Introduction Apple Inc. is an American international association headquartered in Cupertino, California. This multi-billion dollar company models, develops, and sells high-tech electronics, computer software, web-based services, and PCs.
ACHIEVING GLOBAL COMPETITIVE ADVANTAGE OF APPLE INC. Apple Inc. is an American conglomerate company located in one immeasurable loop, Cupertino, California in the middle of the Silicon Valley. (OPPapers, 2012). Apple is motivated on their designing, developing, innovating new products like the personal computers, other related software products, and the electronic products such as MP3 players and iPods. Apple Inc.’s main products are iMac, iPod, iPhone, iPads and its latest advanced product is iWatch, which is on the edge of creating another revolution after iPhone. Apple Inc. has transformed its image from an inventive computer manufacturer to a fully-fledged consumer 's electronic company.
(Generation Sharing Idea; n.d.). The marketing mix consists of the 4P’s known as product, price, place and promotion. Product refers to the actual product or service that an organisation sells to the market. Price refers to exactly how much an organisation expects a possible consumer to pay for the exchange of the product that they are selling. Place refers to where the different places as to where this product will be available in, and promotion consists of how the organisation plans to promote their product, such as through means of advertising.
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
Apple stores and branches sell Macintosh also known as MAC electronic products and accessories. The products which Apple sells are Mac Computers, IPhones, IPad and IPod. They have different selections of their products in sizes, colours, storages and different models of them starting from the oldest to the newest IPhone X. Apple has 498 retail stores in
Apple needs to maintain this to maintain their customer loyalty. This a big differentiating factor for their business. • Steady and strong distribution – supply chain: Apple’s brick and mortar stores have provided them with strong direct sales capabilities by dealing directly with the customers
Lastly, promotion is the way marketers communicate with targeted customers to persuade them to purchase their products. To deliver intended value to the customers, firms must merge the marketing mix into marketing
Apple Inc was incorporated in 1977 and is headquartered in Cupertino, California, USA. They design, manufacture, and market personal computers (Mac), mobile communication (iPhone) and media devices (iPad), and portable digital music players (iPod), and sells related software, services, peripherals, networking solutions, and third-party digital content (iTunes) and applications (App store). All of these are top revenue generating product lines (Hellman, 2014). This report will look at the internal and external environment and current situation at Apple Inc and determine the segmentation, targeting and positioning for their iPad tablet for the Kenyan market. 1.1.