Free Essay

Apple's Case

In: Computers and Technology

Submitted By light7
Words 480
Pages 2
1. How has Apple implemented the marketing concept?
Apple implements the marketing concept by not focusing on so many products and recognizing the market of opportunity. As stated in the case study, “with a series of product flops…The company successfully adopted a market orientation in which it was able to gather intelligence about customers’ current and future needs. Apple has become skilled at recognizing strategic windows of opportunity and acting upon them before the competition.” This statement illustrates that Apple has shifted their focus on PCs where it is easily accessible and can be bought anywhere to creating iTunes, iPod, and iPad. Apple capitalized on the first mover advantage and transcends the marketplace with innovative products listed above.

2. Describe the role of Apple stores as an important part of its marketing strategy.
Apple stores are different from other retailers. As stated in the case study, Apple stores are designed to reflect the company’s image. The store layout of glass and steel resembles their product themselves. The main focus of having brick and mortar is to showcase their customer service. Since their core competency is in customer service, employees are expected to speak to their customers within two minutes of entering the store. By having the customers in the stores, it will keep them engaged and intrigued with the product. Being a hands-on person like me, I love going into an Apple store where I can pick up a gadget and test it out. It makes me feel in tuned with the product and being able to have an iPad or iPhone in my hands make the buying experience much more satisfying. This truly shows that Apple is all about the customers and the customer’s experience is a high priority.

3. What will Apple need to do to maintain product innovation and customer loyalty?
Customers have always been their foundation of their existent. Apple needs to continue with their impeccable customer service and refining their competitive advantage in software. For example, in the article, “Three Things Apple Must Do to Regain Its Momentum”, the author states, “Apple needs to refocus on the software and the experience...get Siri to work flawlessly and add features that we can’t live without in Siri. Make iCloud work seamlessly and…keep adding features to iMessage.” By taking these measures, Apple is looking at maintaining their success in the world of technology.

Conclusions
Apple is an innovative and continuously inventing new product. They recognize the market opportunity and capitalized on the first mover advantage by creating the iPod, iPad, and iTunes. The marketing strategy of bringing back Apple stores is to highlight their core competency of customer service and the customer’s experience. Customers have always been the main focus. By applying their customer service skills and retuning their software, it will keep their customers loyal and product innovation will continue to strive.

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