Raghed Eid
Marketing Strategy Case study 2: Apple’s winning marketing strategy
Lebanese American University Every day in our lives we encounter hundreds of Apple products and this is surely a result of their winning marketing strategy.In the following, I will discuss the 4Ps integration of Apple, its internal company culture, and its external environment. On the other hand, I will present Google’s competing strategy. First, Apple focuses on each part of the 4Ps of their strategy: According to their products,their main focus is innovation that makes their product superior to the competition. Innovation, not only technologically, but also innovation in their aesthetics, features, quality etc… and that’s a result of massive marketing research that analyzes the changes in consumer behavior and needs. In their new products they make the old one outdated and they create the need for customers to by the newer versions of their products. That makes the release of each new product “an event” that people all around the world wait for.In addition, Apple products have high prices that make them prestigious products as a result of the high value they provide. Pricing in Apple’s case also helps positioning the product in consumers mind. According to their promotion, Apple follows different types of promotion including word-of-mouth that increases awareness among consumers. Similarly, they use “evangelism” that also uses brand ambassadors to spread awareness. Another tool is creating a community that helps consumers identify Apple as a factor that shapes their identity and this helps in enhancing the relationship between the product and its consumer and between consumers themselves. In their distribution strategy, Apple uses several channels like retailers and online stores but the most important channel that differentiates Apple is their Apple stores. These stores