...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 In their new products they make the old one outdated and they create the need for customers to by the newer versions of their products.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...
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...Marketing Situation: Apple Inc. & Google Inc. I choose to review Apple Inc’s marketing situation after recently becoming an Apple user. The entire company and cult like following fascinates me, and in my opinion, Apple has one of the most successful marketing strategies out there. Perhaps the most successful component of their marketing situation is their branding strategy. The Apple brand is not just about customer loyalty, there is a real sense of community among users of its main product lines. Apple’s branding strategy focuses on emotions. “The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. 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” (Marketing Minds). For several years Apple's product strategy involved creating innovative products and services aligned with a digital hub strategy, where Apple Macintosh computer products function as the digital hub for digital devices, including the Apple iPod, personal digital assistants, cellular phones, digital video and still cameras, and other electronic devices. More recently, the full impact of a very well throughout brand strategy has come into focus - and one in which customer experience is central. Apple...
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...should our business be? 2) Business portfolio planning involves two steps (1) the company must analyze its current business portfolio and determine which business should receive more, less, or no investment. (2) it must shape the future portfolio by developing strategies for growth and downsizing. First marketing provides a guiding philosophy- the marketing concept that suggests the company strategy should revolve around building profitable relationships with important consumer groups. Second marketing provides inputs to strategic planners by helping to identify attractive market opportunities and assessing the firm’s potential to take advantage of them. Finally within individual business units, marketing designs strategies for reaching the unit’s objectives. 3) True market orientation does not mean becoming marketing driven; it means that the entire company obsesses over creating value for the customer and views itself as a bundle of processes that profitably define, create, communicate, and deliver value to its target customers to create value. 4) Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs. Involves evaluating each market segment’s attractiveness and selecting one or more segments to enter. Positioning: arranging for a product to occupy a clear distinctive and desirable place relative to competing products in the minds of target customers....
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...Richard Cornell 06/15/15 100WB Apple Marketing(Investigative) Firstly, Apple’s marketing strategy, according to Rob Enderele (2004), “Apple really stands out in its marketing. The company simply seems to understand what will get people excited about its products and services, then only it executes on its vision.” When Apple references or starts a conversation about their products, its never entirely about their features or technology. What they do try to drive home to its consumers/audience is about how their various products will improve your lifestyle and make it easier. Apple has also been known to push that limits by not being afraid stylized their campaigns with a in your face mentality. The company has gone as far as to run advertisements that will show their competitors products, by name, some catching ablaze and others getting leveled by steamrollers. Another interesting and strategic way of marketing their product is the placement of its Apple logo. All Apple laptops come with a picture of the Apple logo that is right side up when the screen is open. Matt Brian (2012) states that Apple believes that the logo is not for the person who bought the computer but for the person who is in the market for one. It’s a highly intelligent way of promoting their product without spending million s of dollars of TV spots. Apple, however, also has proved to be highly effective in the placement of there products with the logo readily visible in TV shows and movies which really...
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...Apple Computers Strategic Audit Guillermo Magana Embry-Riddle Aeronautical University Abstract This paper analyzes Apple Computers current state as a business and industry leader. Each part of their strategic audit is dissected and broken down to have a better understanding of it. From the company’s current performance and strategic posture to its leader, Steve Jobs, and the team that drives the company to its incredible success. Strengths, Weakness, Opportunities and Threats (SWOT) analysis is discussed to determine how External and Internal factors affect the decisions being made by management. Finally and attempt is made to provide alternatives and a strategy to further the success Apple currently enjoys. So kick back play your favorite song on iTunes, check your stocks on your iPad and make sure to put your iPhone on silent before we start. Apple Computers Strategic Audit Current Situation Current Performance: Strong financial results for the third fiscal quarter in 2011; no debt. Best quarter ever recorded with $28.57 Billion in revenue. Record $7.31 Billion in net profits. The number of retail stores amounted to over 300 retail stores worldwide. Strategic Posture: The company strategic posture is clearly stated, and is also backed up by its strong performance. Mission, Apple is committed to bringing the best personal computing and music experience to its customers. The company has a unique ability to design and development its own hardware and software...
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...Analysis On Apple Incorporation By Vikram Kataria Submitted To: Dr. Justin C. Matus MBA 591 Introduction The firm started off as “Apple Computer”, best known for its Macintosh line of computers in the 1980s and 1990s. Despite a strong brand, rapid growth and high profits in the late 1980s, Apple nearly went bankrupt in 1996. Steve Jobs took over as CEO again in 1997 after being forced out of the firm in 1985. “Apple Computer” was renamed “Apple Inc.” to reflect the firm’s expansion into consumer electronics market with innovative non-PC products starting in the early 2000s. 1. Various revolutionary products such as the iPod, iPhone and iPad were introduced into the market, gaining a cult-like following behind the brand, with exponential growth and share price rising more than 15-fold since 2003. 2. Today, Apple stands as a global technology powerhouse, surpassing its major competitors, including Microsoft, to become one of the world’s most valuable companies. Current Business Strategy Apple adopts a differentiation strategy with its distinctive marketing campaigns that position itself as a hip alternative to other brands in the industry. Despite being a premium brand that is capable of commanding high price margins, Apple is still able to undercut its competitors pricing with the latest iPad 2 release by leveraging its balance sheet and its position as one of the largest buyers to secure components at low prices. This further gives Apple a competitive advantage...
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...- current bank statement & one copy - reference letter from your employer/ education institution - visa fees for South African Visa | | Apple Marketing StrategyApple has been so successful in these last years thanks to his fresh, imaginative way to think and do its business: a winning combination of exceptional products, great style and design, great strategy, innovative marketing, sleek and enticing communications. Apple owes its overwhelming success in the last years to the iPhone and to the smart iPod and iTunes product combination, a combination of a great hardware piece with great style, great software, great performance, user friendly interface, with a good e-business service. The iPod + iTunes halo effect and new great Mac computers and Mac OS software did the rest in increasing Apple revenue stream. In the 5 years between 2003 to 2008 the Apple share value increased 25 times, from $7.5 to $180 per share. At july 2008 prices, before the US Financial Crisis, Apple stock market capitalization was $160 billion. In January 2010 Apple shares topped the $210 mark. But even the best companies with the best products have bottleneck factors which often avoid full exploitation of the opportunities. The iPad. The new Apple Tablet, the iPad - an unnecessary product? - iPad Marketing Strategy Steve Jobs claims the iPad gives the best way to experience the web. Yet, the iPad does not have Flash Player, Flash is essential on the web and is used everywhere...
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...In this assignment I will be comparing both Apple and Starbucks to find out how marketing techniques are used to market products. I will include an Ansoff’s Matrix, survival strategies, branding and relationship marketing. Marketing – is the process in which the producers of goods and services focus on satisfying the needs of the consumers. Also marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Growth Strategies – is a strategy aimed at winning larger market share, even at the expense of short term earnings. These consist of 4 broad growth strategies: * Product Development – is the creation of products with new or different characteristics that offer new or additional benefits to the customer. For example Apple updates their iconic iPhone by adding additional features like a bigger screen or a better camera. Starbucks also use product development, for example, when Starbucks released their ice frappes it only came out in one flavour, vanilla, but now they have made it better by adding different flavours like chocolate and Strawberry. But some stores in America do a bubble gum flavour for children. * Market Development – is a marketing technique aimed at increasing a company’s market in order to widen the customer base for the purpose of selling more products. For example Apple used to only sell in the USA because that’s where they were founded but now they have...
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...Running Head: NEW APPLE, INC. !1 The Case of the New Apple, Inc. Michael Marsala BUS 620: Managerial Marketing Dr. Murad Abel 11/152015 NEW APPLE, INC. !2 The Case of the New Apple, Inc. In the article, “What You Don’t Know About Apple,” written in it were demonstrations that featured how well Apple has continued to function strongly both during the tenure of Steve Jobs and in the wake of Steve Jobs’ passing. The article also mentions where Apple has fallen behind in the same time period. Apple has made very many successful and innovative products that stand the test of time and bridge generational gaps. This paper will examine the pre/post Steve Jobs era of Apple in relation to its success and its attempt to maintain its frontrunner status in the digital marketplace. Though Apple is highly regarded in the digital marketplace, one would struggle to see success as the sales of certain products took years to actually reach the threshold of a bonafide success. This figure is demonstrated by the fact that it took four years for the first generation iPod to sell over 100 million units (Carr, 2013). Fortunately, it only took the iPad half the amount of time to sell the same amount. As with any consumer product, Apple’s products are far from flawless as they tend to have a few flaws in the first generation of every device. The next generation tends to work out the kinks and include more perks than the previous generation. It can be noted that some ...
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...Google Marketing Strategy. Google Inc., starting from just a smart algorithm, has developed a totally new business model, has become in a few years the world leading search engine, has developed winning applications as Google Earth, Google Video, Google Maps, Gmail, and is enjoying a huge success. Google, starting from scratch, has won the challenge against a giant like Microsoft and against the previous search engine market leaders Yahoo, Lycos, Altavista, Excite. Google Market Capitalization. In nov 2007 Google Inc. was the 5th biggest US company, considering stock market capitalization. In nov. 2007 Google shares had topped $700. Google stock market capitalization in nov 2007 was $230 billion, in July 2008 was $170 billion. By comparison in July 2008 Microsoft stock market capitalization was $240 billion, General Electric market cap was $270 billion, Exxon stock market capitalization was $450 billion. The key question is: why the Google Business Model is a winning Business Model? The answer is a complex one, and involves more factors. It's a mix of smart decisions, excellent marketing strategy, great advisors, highly innovative and risky business model, and great products. These are the key resons why the Google Business Model won: 1.- Google had - and still has - a simple, clean, clear, minimalistic user interface. no frills, just the logo and the search box - easy and fast to load. And this was a key feature with the slow internet connections...
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...Iphone Marketin MIX When it comes to Apple Corporation, I always expect something new, something sensational, something transformational. They made Mac that realized Graphic User Interface before Microsoft’s Windows and actually enabled us to call personal computer from just computer. They made the iPod which not only boost sales and shares of Apple and saved from the crisis but also put Steve Jobs at the center of attention. Facing 35% shares down and softened consumption that probably caused by sub prime mortgage, Can iPhone be killer product for Apple? I am going to approach iPhone’s marketing plan from the business perspective. PRODUCT ”The iPhone is like the Mac for mobile.” says Jakob Nielsen. Indeed, iPhone’s major appeal might be the function as a tiny Mac computer. iPhone has capability to operate a various software and it has touch screen only interface. People can have videoconference and get the latest information as they wish through the iPhone. PRICE Researching ebay, I found that iPhone 8GB is being sold with around $430. Even though Apple built the premium image and has a number of loyal customers, considering current softened consumption and competition model, Blackberry, the price $430 seems to be way too expensive. I think $370 is proper price point. PLACE You can get iPhone in the AT&T or Apple store. However, I couldn’t find iPhone in Walmart and BestBuy’s web page. They sell iPhone’s accessory but iPhone. However, I don’t think that the limited...
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...has decided to aim its marketing efforts and ultimately its merchandise towards. A well-defined target market is the first element to a marketing strategy. The target market and the marketing mix variables of product, place(distribution), promotion and price are the four elements of a marketing mix strategy that determine the success of a product in the marketplace. Once these distinct customers have been defined, a marketing mix strategy of product, distribution, promotion and price can be built by the business to satisfy the target market. Samsung targets those people who want to buy new technology based Android sets with which they can use it for any type of networking as well as communication. As target marketing is a key to success of a business, Samsung has targeted the oversized Samsung Galaxy Note primarily at the female market. The Galaxy Note is really good for the female market. It’s a merger between smart phones and tablets. To have a handbag and be able to put a 5.37-inch phone in instead of a 10.1-inch tablet is something that captures the female market. “Vivid, Fast, Slim”- with this tag line, Samsung has launched their new product Samsung Galaxy S II series mobiles. Through this product the company wants to attract the new generation with looking beyond the limits of old technology and unleash the freedom of tomorrow with the next step in the evaluation of mobile communication. Politics The main rivals of Samsung handset Galaxy are Apple ipad, Asus Eee pad Transformer...
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...has decided to aim its marketing efforts and ultimately its merchandise towards. A well-defined target market is the first element to a marketing strategy. The target market and the marketing mix variables of product, place(distribution), promotion and price are the four elements of a marketing mix strategy that determine the success of a product in the marketplace. Once these distinct customers have been defined, a marketing mix strategy of product, distribution, promotion and price can be built by the business to satisfy the target market. Samsung targets those people who want to buy new technology based Android sets with which they can use it for any type of networking as well as communication. As target marketing is a key to success of a business, Samsung has targeted the oversized Samsung Galaxy Note primarily at the female market. The Galaxy Note is really good for the female market. It’s a merger between smart phones and tablets. To have a handbag and be able to put a 5.37-inch phone in instead of a 10.1-inch tablet is something that captures the female market. “Vivid, Fast, Slim”- with this tag line, Samsung has launched their new product Samsung Galaxy S II series mobiles. Through this product the company wants to attract the new generation with looking beyond the limits of old technology and unleash the freedom of tomorrow with the next step in the evaluation of mobile communication. Politics The main rivals of Samsung handset Galaxy are Apple ipad, Asus Eee pad Transformer...
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...Sports Marketing Association - 6th Annual Conference July 17, 2008 Gold Coast, Australia. 1 Brand Strategy for Sporting Teams By Charlie Quirk Brand Strategist at Tait Sublercharlie.quirk@gmail.com 6 th Annual ConferenceJuly 16-20, 2008Book of PapersAbstract In the twenty first century, sporting teams around the world are experiencingunprecedented levels of fame due to technology like the Internet and satellite TV. Assuch, teams can no longer rely on mobilizing fan support and sponsorship capital intheir home market alone. In the same way corporations are guided by a compelling andoriginal idea that forms the basis for their brand strategy, so too must sporting teams.The purpose of this paper is to draw parallels between “conventional” brands like Appleand Disney, and to articulate what sporting teams can learn from those companies inthe management of their own brands. Brand Strategy For Sporting Teams By any definition, sporting teams today are big businesses. Harvard Professor StephenGreyser has observed that in recent times we have seen teams migrate from the sportspages to the business pages and, now sometimes, to the front page (Comeau, 2005).Like other large corporations, teams employ great numbers of people, generate profitsand losses, all the while seeking to achieve success against certain performancemetrics. And like other businesses, they have to perform well, remain financially viableand satisfy several stakeholders who have a financial interest in...
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...Running Header: CORPORATE RESPONSIBILITY AND MARKETING STRATEGY Corporate Responsibility and Marketing Strategy Terrance Brinson Strayer University Contemporary Business 508 Dr. Jean Fonkoua April 28, 2014 Running Header: CORPORATE RESPONSIBILITY AND MARKETING STRATEGY Abstract This paper examines the corporate responsibility and marketing strategies of Apple Corporation. Also, discussed in this paper are the challenges that Apple has faced with factory workers, and trying to balance social responsibility and corporate performance to continue to keep its competitive advantage over its competition. Apple has proven to be a benchmark in the electronic industry by brand recognition, producing several different products which include iPod and the MacBook. Apples marketing strategy is focused on providing the best consumer experience in the world. By investing heavily in education, Apple is also helping their workers learn new skills so that they can better understand their rights. With continuing efforts, you will see in this paper how Apple is trying to strengthen their programs to help suppliers protect their workers. Running Header: CORPORATE RESPONSIBILITY AND MARKETING STRATEGY Introduction Apple is a multinational company that is headquartered in Cupertino, California, that designs, develops and sells consumer electronics, computer software and personal computers. Their best-known hardware products are the Mac line of computers, iPod media...
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