A Study on the Apple's Marketing Strategies

Introduction

Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered around the key concept that customer satisfaction is the main goal.

Marketing strategy is most effective when it is an integral component of corporate strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to k eep marketing in line with a company's overarching mission statement.

A marketing strategy can serve as the foundation of a marketing plan. A marketing plan contains a set of specific actions required to successfully implement a marketing strategy. marketing strategy often integrates an organization's marketing goals, policies, and action sequences into a cohesive whole. Similarly, the various strands of the strategy , which might include advertising, channel marketing, internet marketing, promotion and public relations can be orchestrated. Many companies cascade a strategy throughout an organization, by creating strategy tactics that then become strategy goals for the next level or group. Each one group is expected to take that strategy goal and develop a set of tactics to achieve that goal. This is why it is important to make each strategy goal measurable.

Apple 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. Through its excellent advertising, company has been able to create massive attention between people about iPhone which helps them to attract large number of customers to purchase from the first day of its launch and 1.4 million units within 90 days. Apple also has an effective supply power, for them iPhone is nothing more than summing up different parts. iPhone's most attractive point is the software that allows the user to interact with the phone with much more ease.

Therefore, in light of Apple company's success, we can discuss on innovative and valuable methods of marketing operation. Through such analysis, we can not only pick up Apple's successful experience for our reference, but also seek out opportunities for development of national industry. The main purpose of this thesis is to analyse the advanced and unique marketing concept and methods of Apple Inc. and to deeply acknowledge the electronic market through Apple's stupendous success.

I. A Brief Introduction of Apple Inc.

Apple Inc. is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The company's best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. As of August 2010, the company operates 301 retail stores in ten countries, and an online store where hardware and software products are sold. As of May 2010, Apple is one of the largest companies in the world and the most valuable technology company in the world. Established on April 1, 1976 in Cupertino, California, and incorporated January 3, 1977, the company was previously named Apple Computer, Inc., for its first 30 years, but removed the word "Computer" on January 9, 2007, to reflect the company's ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computers.

Apple is one of the leading electronics providers on the market. Apple products give consumers a variety of quality electronics devices that offer a level of uniqueness that no other electronics creator can compete with. Apple created their own operating system that has since allowed them to stand alone on the market. People love products like Apple iPods and macbooks because they give consumers a new and improved sense of modernity and excellence. Apple began as a company that created computers that ran off of their own operating system. Instead of using Microsoft Windows, Macintosh created an entirely unique method that caused society to stir. Since their initial launch, Macintosh has created a vast array of laptop computers and electronics devices such as the iPod, iPhone, wireless keyboards, televisions, computer mice, power adapters, plus much more. With such a massive spectrum of products on the market, it is no wonder why consumers keep going back for more and more Apple products.

II.