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Apple Marketing Essay

3570 words - 15 pages

Marketing Strategy of Apple Computers Inc.
Marketing Strategy of Apple Computers INC.
Apple was founded by Steven Jobs and Stephen Wozniak in 1976; Apple computer Company revolutionized the personal computer industry and brought forward the expansion of the clean industry within the New West. Situated within California, the company’s initial product was the Apple I, a single-board processor with on-board storage (ROM), that was marketed for approximately $650 not including a monitor or keyboard. Orders instantly soared, and Jobs and Wozniak quickly brought out the Apple II, including a keyboard, color monitor, and expansions for peripheral devices (Birzer & ...view middle of the document...

Those at Apple hoped that compatibility with the Intel-based PC and its 85 per cent market share would dramatically increase the market share of Apple computers. The results from the introduction of the new product were not everything Apple had predicted or had hoped for. The increased competition from the PowerPC chip forced Intel to slash the price of their Pentium chips by 40 per cent. Thus Apple did not live up to its promise of cheaper computers (Gottinger 2003).
Apple Computers Inc is considered to be one of the innovators in the computer industry. It brought about different changes to the industry; these changes are still visible in the present. The company’s products were used as a basis by other computer companies in designing the specifications and physical characteristics of their product. It also serves as a meter of how products are designed. The company offers various products for the different market it targets. The products made by the company offer something different. The paper will discuss about Apple Inc and its’ products, and the markets it serves. The paper will analyze how forces in the marketing environment have resulted in changes in the last 5 to 10 years to the organization’s marketing mix. The paper will also evaluate what further environmental changes might arise in the next 5 to 10 years and consider their effect.
A. The company’s market and market orientation
Market orientation was evident in the idea to involve staff in making the kinds of internal changes to policies and procedures that could be linked to market place performance that external customers would value. This involves more than traditional marketing skills. The more orthodox marketing approach to try to change staff attitudes by formal communications alone was rejected as superficial and unidirectional. The shift to market orientation and customers first meant that the logic of existing organizational knowledge was reframed, seen from a different perspective. Thus, new knowledge was indeed ‘discovered’ in a new patterning of the verities (Lewis & Varey 2000). An organization’s strategic values are the rationale for the viability of a business and link the organization to its environment. These values are reflected in, and are a reflection of, the prevailing culture within the organization (Lewis & Varey 2000).
The market of Apple Inc is students and professionals who need computers and other digital technologies. This market is the one that needs devices that can keep their records and other personal or business information. This market is the one that needs devices that can give them entertainment even if they are not in their own homes. This market is the one that would want devices that would not cause them to waste their time. The marketing orientation that the company tries to implement is deeper customer focus. This type of orientation provides assistance for the company to achieve their goals and provide effective service compared to...

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