Apple is a consumer Electronics Company based in Cupertino, California. It is considered as one of the market giants in the electronics consumer market. The company’s competitive advantage is centered on its unique range of products that include: I-phone,
These centres main focus is to provide high quality services to A-customers that have faced issues with a product or staff member. This motivates the consumer to buy an Apple item as they are taken care of if any inconvenience occurs. In addition, Apple tries to fulfill the customer’s experience by providing them with benefits, by selling their products in Telecom centers. Such as: Singtel, M1 or Starhub. Apart from providing better services to a client, accessibility also improves as the IPhone 7 is bought in a location in which Apple doesn’t have a
• 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.
The industry is characterized by very intense and fierce competition against players like HP, Dell, Acer and etc. because of low switching cost. In PC segment, the key for Apple’s success is its unique positioning and differentiation from others comprising attractive design, ease of use, security, and high-quality bundled software. They also made their customers purchase complementary products that do not transfer to other platforms, thus creating a high switching cost that enhances the retention rate and loyalty. 2.
One of the exceptionality of the organization is its late leader Steve Jobs because of him the company achieved an unbelievable business performance. Apple products such as IPod, IPhone, IPad and Mac are very well-liked products in the market because of its own software, design, brand image and functions. Besides, Apple has a good business and marketing strategies. For example, all product line of Apple and marketing materials are different and you will not find the same things among competitors including its design, advertisement strategy, brand name, product packaging as the company spends a quite a big amount to beat its competitors and look better than them. Another strategy of Apple Inc is to make presentation about its new product before its release and also tell more in details about it and give a clear presentation to people, mass media, and reporters by impressing them with a new launched product (Small Fuels Marketing Inc, 2007).
The Apple brand personality glamourizes this idea of lifestyle, imagination, freedom, innovation, passion, hopes, dreams and ambitions, and power-to-the-people through the technology in its products and it hugely does this in its visual advertisements that sometimes even exaggerate the amazing experience of using technology and gaining a sense of happiness. The Apple brand personality is also about simplicity and the removal of complexity from people 's lives, people-driven product design, and about being a really humanistic company with a heartfelt connection with its customers. The Apple brand is not just intimate with its customers, it 's loved, and there is a real sense of community among users of its main product
This report will be based on targeting customers groups and marketing mix based on Apple. I will explain in what way and why groups of customers are targeted for selected products in Apple. I will explain the particular group of consumers which Apple would be targeting their products at. Apple is an American world-wide technology corporation that sell up-to-date technology to its customers. Apple stores and branches sell Macintosh also known as MAC electronic products and accessories.
Apple’s core competencies are a low-cost operation, excellent consumer services, and totally dependable product supply (Ferrell & Hartline, 2014). Many of Apple’s products are manufactured in countries with low labor cost (Ferrell & Hartline, 2014). Although Apple is under much scrutiny for their unconventional and innovative ways (Ferrell & Hartline, 2014). Apple is taken steps in improving their labor standards (Ferrell & Hartline, 2014). Apple is innovators of excellent consumer service, Apple is aware of the consumer's current wants and needs as well as their future needs (Ferrell & Hartline, 2014).
Background We chose Apple Computer Inc. brand because it is a multinational corporation that produces computer software and consumer’s electronics. Apple was found by Steven Jobs in California. Their first product was the Apple I with one board computer which was sold for about $650. Then they brought out the Apple II with a keyboard, colour monitor. Now company is well known products are “iPod,
Meyer(2016) In fact, Apple has many strong competitors such as: Google, Microsoft, and Samsung. Apple is not the company with IT industry history, so how the company managed to produce products that beat all the competitors? But Apple has more core competencies and lead to achieve competitive advantage through available resources. Impact of Globalization on Apple Inc (n.d.) According to (Tim Cook, 2012) It is precisely this idea that makes Apple’s products so unique. Apple is synonymous with innovation in the consumer’s perception.