Every organization strives to benefit from creating value for its customers, in the most effective way, for the purpose of attaining competitive advantage in the business environment in which they operate.
Philip Kotler(2015) defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit”. According to Hollensen (2003), a strategy is a fundamental pattern of present and planned objectives…” Therefore a marketing strategy is a tool that is used to determine what the customer wants and use the resources available in the organization to meet that need.
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. SITUATIONAL ANALYSIS
To prepare a marketing strategy, an in-depth examination of the internal (SWOT) and external (PESTLE) factors affecting Apple and the iPad should take
Marketing plan Introduction Developing a marketing plan is important for new businesses, it is an essential tool. Developing a plan will help a business think about what makes their business different from others, and how to get the message out to the desired audience through a variety of channels. Having a marketing plan is key to staying competitive. Having a strategy ahead of time will help a business run more smoothly and a company’s efforts are more likely to pay off.
By definition, marketing strategy is the design and implementation of a plan that combines elements of the marketing mix to accomplish the shorter term objectives of the organization consistent with the strategic marketing plan. I believe that Chick-fil-A did design and implement an effective marketing when they tried to target and fulfill their target customer’s need. By applying the concept 4Ps, product, place, price, promotion, chick-fil-A had its exclusive strategy. In the aspect of product, Chick-fil-A is an American fast food chain store based in Atlanta and mainly specializing in chicken sandwiches.
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.
Abstract The purpose of this assignment is to critically analyze the context of Apple’s new product, ‘The Apple Watch’ and prepare a Marketing Feasibility Study in order to assess the viability of introducing in the new product range into the UAE market place. Data Introduction Apple Inc. is an American multi-billion dollar corporation that internationally produces computer software, cellular devices and consumer electronic products. Items such as the iPod, the iPhone, the Macintosh desktop computers and the iPad are easily recognizable by society.
Apple Inc. strives to limit the time between ordering for the goods and receipt of the same. Normally, long distribution channels do not only influence the pricing of the products, but also the time when the consumers receive the product. Apple Inc. commands a great power in the market because it has differentiated
According to Bullen and Rockart (1981), critical success factor is the significant skills, areas, or actions of a company that contributes to the competitive performance that can make it become successful. The main key success factor of Apple is its core competency, technology. The company that owns the advanced technology may get high revenue and a larger market share when imply this technology in its product or service (Roth & Miller, 1992). Apple has used this core competency to develop many highly functional and usable digital device and software which can develop the loyalty of customers to its brand (Laugesen & Yuan, 2010). For example, many electronics products in the market are use Google’s Android system, while Apple uses its own system, iOS in all of its digital devices (Johnson, et al.,
The framework is designed to identify the opportunities and threats within an industry. The five forces are mainly the threat of new entry, supplier power, buyer power, threat of substitution and lastly, competitive rivalry. Apple portrays a significant role in four major businesses, more specifically, the “communication equipment industry, the music and video industry, the mobile phones industry and the personal computer industry” (UKEssays). In terms of
SWOT Strengths Opportunities • Apple has a highly reputable company that is known for creating simplistic yet technologically advanced products that usually go on to generate a large amount of sales. • The apple watch runs on the latest iOS software and is able to wirelessly connect with other apple products. • Apples announcement of the release of the apple watch had popularised the market of smartwatches and also taken it to another level with the many features of the watch that can be done with an iPhone. • Apple has a massive loyal consumer population that has formed into a community, strengthening the relation between apple and its consumers.
Apple’s vision Apple 's vision is to create and deliver electronic music and personal computers to individuals, teachers, employees, students, and computers used in government agencies and companies. Apple 's strategy focused on enhancing its ability to design and contribute to its development, It’s easy to use and distinctive design and innovative. Importance of knowledge management in Apple Company Knowledge Management (KM) is a discipline that improves Apple 's ability to better solve problems, adapt, evolve to meet changing business requirements, and survive with disruptive changes.
a. The product and production orientation of marketing asserted that a company should first develop product and then they should scan the market for sale opportunities. Now days in the modern world the market have changes. The process orientation of marketing requires a company to first to analyse the market, understand customer requirement and then develop products. In todays world, the modern marketing is based on the reverse process, in which the first the customer needs and demands are identified. The subsequent market program of the firm depends on how the market identifies the potential customer, profiles them, target them and positions his offering in the minds of customer.
3.0 Macro Environment that Effects Apple Social-cultural, technology, economic, political and legislation is the elements of macro environment that effects Apple which are described as below: 3.1 Social-cultural ITunes is Apple’s biggest virtual media store. In general, the image of the Apple also depicts the modern individual lifestyle, combining function and conception, resulting in brand recognition and commitment. In conditions of the demographic features, Apple is targeting the two major generations. One generation is mainly consists of working adults, where they might sustain a higher and stable income to purchase Apple’s expensive and complex equipment. Thusly, the sophisticated and high-tech Apple products would definitely
Blackberry offers a line of wireless handheld devices. Products provided are smartphones, tablets, software itself and Internet Service. The company’s headquarters is in Waterloo, Ontario, Canada. BlackBerry operates offices in Europe, Latin and North America and Asia Pacific.
KETING STRATEGY A marketing strategy is a process or model to allow a company or organization to focus limited resources on the best opportunities to increase sales and thereby achieve a sustainable competitive advantage. Or it is a process or model to allow a company to focus limited resources on the best opportunities to increase sales and there by achieve sustainable competitive advantages. The marketing strategies of Hilton Garden Inn are as follows. Philip Kotler defines marketing as a social process used by the people, individually or in a group to achieve what they want by the creation or exchanging their product details and their values with others.
Strategic marketing is a broad and practical subject which included the concept of marketing subjects of previous semesters such as business marketing. The study of this subject has contributed to marketing knowledge in many ways, as well as it has strengthened my skills in application of marketing concepts. My knowledge was increased that I was able to develop a complete strategic marketing plan of not only on the part of marketing analysis or strategy of a product or service, but also the whole corporate plan. My skills and capabilities that were developed and integrated during lectures and tutorials include the analytical skills, coordination skills, presentation skills, organization skills, etc.