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Apple Analysis

In: Business and Management

Submitted By rocole22
Words 981
Pages 4
Analysis of Apple Retail Stores
BUS60
Managerial Marketing

October 3, 2011

Introduction

The Apple brand has gone through an amazing transformation since the 1980’s. What began as a computer hardware company competing with Microsoft has now become a technological juggernaut of unbelievable proportions. To accomplish such a meteoric rise, Apple has done an amazing job of developing products that people want to buy and also marketing these products rather effectively to their target market. Apple, Inc uses the Apple brand to compete across several highly competitive markets, including the personal computer industry with its Macintosh line of computers and related software, the consumer electronics industry with products such as the iPod, digital music distribution through its iTunes Music Store, the smart phone market with the Apple iPhone, and more recently magazine, book, games and applications publishing via the AppsStore for iPhone and the iPad tablet computing device. After visiting their Apple store its clear that 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 lines.

Generic Marketing Strategy

Using the strategies described by Robert Miles and Charles Snow (1978), the marketing strategy that Apple has adopted seems to be a hybrid between Analyzer and Prospector. To paraphrase; Prospectors are organizations that almost continually search for market opportunities, and they regularly experiment with potential responses to emerging environmental trends. Thus, these organizations often are the creators of change and uncertainty to which their competitors must respond. Analyzers are organizations that operate in two types of product-market domains, one relatively stable, the other changing. In their stable areas, these organizations operate routinely and

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