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Marketing Strategy for Apple iMac - Case Study Example

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This paper "Marketing Strategy for Apple iMac" focuses on the fact that in the history of business, few industries have seen the drama, romance, and emotion at the level of the computer industry. The saga of computer technology has seen major players ousted and minor players become leaders. …
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Marketing Strategy for Apple iMac
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Download file to see previous pages Apple is an international company with operations that span the globe in terms of productions, development and delivery. It is one of the front runners amongst global computer hardware, software and allied equipment manufacturers. The company prides itself on creating innovative products for consumer electronics and technology sectors (PC Magazine, 2006). In 2005, it posted global sales of nearly 14 Billion dollars and had more than fourteen thousand people working for it around the world. The company is based out of Cupertino in California where the main offices of the company are situated. The central products of the company are personal computers, portable media devices, software and associated hardware (Apple.com, 2007).
However, no mention of Apple can be complete without discussing the cult of personality which revolves around its founder and current CEO, Steve Jobs (Forbes, 2006). Jobs has had a tumultuous relationship with the company he founded since he was removed from service and called back by the board after many years of absence (Beckman & Hirsch, 2001). Writing for The Guardian, Smith says that:
“To technology freaks and geeks, he is a demigod, whose product launches are adulatory affairs regularly likened to religious revivalist meetings. The Jobs life story - humble birth, rise and fall, then miraculous comeback - has even been likened by Apple fanatics to the heroic myths of Odysseus, Jason, Krishna and Christ (Smith, 2006, Pg. 1).”
Therefore it is difficult to separate the man from the company since Jobs is often taken to be the driving force behind the innovations and technologies created by Apple (Smith, 2006). Even in terms of marketing, the company takes direction from Steve in many different ways and an analysis of marketing done by Apple in the past shows some radically innovative ideas.
As a company, Apple frequently blurs the line between advertising and art.   ...Download file to see next pagesRead More
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