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Yeah Whatever

In: Film and Music

Submitted By mestikaherlin
Words 553
Pages 3
Nama : Mestika Herlin
NPM : 170610120062
Mata Kuliah : Manajemen Pemasaran
Analisis STP Perusahaan Apple Inc.
Apple.Inc adalah sebuah perusahaan multinasional Amerika yang bergerak di bidang multimedia, komunikasi dan teknologi komputer. Perusahaan Apple berdiri sejak 1 April tahun 1970-an oleh Steve Jobs, Steve Wozniak dan Ronald Wayne, Apple merupakan salah satu pionir dalam dunia teknologi. Produk-produknya yang fenomenal adalah iPhone, iPad, iMac, Mac OS, iPod, dll. Apple juga memiliki produk afiliasi software seperti OS X , iOS, iTunes, Safari, iLive dan iWork. Hingga saat ini Apple terus berjaya dengan inovasi terbaru mereka dengan mengikuti perkembangan jaman yang semakin praktis dan modern. Kecanggihan dan kualitas yang ditawarkan oleh produk Apple lah yang membuat produk Apple tersebut semakin dikenal masyarakat dunia dan menjadi salah satu Top Brand di dunia.
Berikut analisis STP dari perusahaan Apple Inc. : * Segmenting
Segmentasi adalah suatu proses dimana kita membagi dan menggolongkan pasar ke dalam kelompok yang memiliki perilaku dan kebutuhan yang sama. Jika dilihat dari berbagai promosi dan iklan yang dilakukan oleh Apple, maka dapat dilihat segmentasi dari keseluruhan produknya. Segmentasi Apple dapat dilihat sebagai berikut :
· Demografis, Apple mengkhususkan pada pria dan wanita dengan rentang usia 17-35 tahun ( remaja – dewasa ). Dimana dalam usia produktif dengan penghasilan rata- rata 3 juta atau lebih per bulan dan bisa dikatakan kalangan menengah ke atas.
· Psikografis, dengan pertimbangan bahwa pria dan wanita pada rentang umur 17-35 tahun menyukai gadget yang canggih dan praktis untuk memenuhi kebutuhan dan meningkatkan gengsinya ( meningkatkan nilai prestige )
· Geografis, produk Apple dipasarkan secara global dengan kata lain ke seluruh dunia.

* Targeting

Apple menargetkan produknya pada pasar atau orang- orang yang mementingkan gaya, design dan kesederhanaan produk. Dimana hampir semua produk Apple memiliki user interface yang memiliki gaya dalam tampilan tetapi mudah digunakan.

* Pria dan wanita berumur antara 17-35 tahun, yang merupakan usia produktif. * Kelompok yang selalu mengikuti perkembangan fashion produk. * Konsumen yang mempunyai tingkat pendapatan menengah ke atas. * Apple menargetkan pemakai produknya adalah orang-orang yang mementingkan desain dan simplisitas produk, dengan produk yang memiliki gaya dan mudah untuk digunakan. * Mereka yang suka mendemonstrasikan keberhasilan kepada teman-teman. * Pebisnis yang mempunyai mobilitas tinggi, karena Apple dilengkapi dengan penyunting dokumen, koneksi internet wireless, dll. * Orang yang menggunakan fitur-fitur handphone khusus.

* Positioning

Apple memposisikan produknya sebagai produk eksklusif dan berbeda dibandingkan dengan produk pesaingnya. Karena hal itu Apple memberikan kesan bahwa produknya adalah produk untuk kalangan atas. Bahkan untuk produk termurah mereka sekalipun (misalnya iPod)

* Kesimpulan

Apple menyasar targetnya kepada pria dan wanita kalangan menengah atas dalam rentang usia produktif mulai dari 17-35 tahun dengan mempertimbangkan kebutuhan mereka atas gadget yang canggih serta untuk meningkatkan gengsinya. Dengan design dan user interface yang modis serta mudah dalam penggunaannya, Apple memposisikan produknya sebagai produk yang eksklusif. Apple memberi kesan sebagai produk yang high class. Sehingga membuat orang yang memakai produknya merasakan selain terpenuhi kebutuhannya akan teknologi tetapi juga meningkatkan prestisenya. Dengan memfokuskan kepada konsumen lama sambil menarik konsumen baru. Apple juga memberikan layanan aftersale yang lebih baik dibandingkan kompetitornya dimana pengguna dapat mengupgrade gadgetnya dengan produk seri terbaru hanya dengan menukarkan gadget seri sebelumnya dengan harga tertentu. Membuat konsumernya merasa tidak tertinggal setiap produk seri terbaru keluar dan memastikan setiap produk yang dirilis terjual dengan baik. Dengan hal ini perkembangan penjualan produk Apple selalu terjaga dengan semakin banyaknya kompetitor yang bermunculan, dan Apple dapat tetap unggul dalam persaingan.

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