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Rhetoric of Apple Marketing - Essay Example

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Summary
Research shows that the consumers who are planning to purchase a new laptop or notebook; approximately 30% prefer to buy from Apple, in comparison to 22% who go for HP and about 26% who opt to purchase Dell products (Change Wave, 2009). There are many reasons why Apple products are preferred by consumers when it comes to the many available options in the market…
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Rhetoric of Apple Marketing

Download file to see previous pages... The positioning of the products is based on Apple’s differentiation and innovation which in turn lead to the creation of a loyal customer base. Furthermore the use of the ‘halo’ effect which initiated from the sale of the iPod has resulted in Apple being able to increase its overall market share and better position its products which enable it to take away its competitors market share. Another advantage that Apple has over its competitors is the fact that it invests a higher percentage of its sales to Research and Development, which In turns aids Apple to better position itself and benefit from the first movers advantage when it brings forth new products in the market, effectively capturing consumer preference and attention. There are many other key success factors which formulate to the core strengths of the brand which in turn become an important reason for consumers showing a preference for Apple products. These can be attributed to the fact that Apple has very dominant footing in the personal computer market because of its differentiated and innovative products as well as the ease of use. Apple develops its own operating system, which enables it to be free from the complexities of the dependence on Microsoft operating systems. This gives Apple a lot of flexibility and control when it comes to its products physical appearance, specification and their overall usability. Apple does all this and at the same time is able to keep its Macintosh computers well-matched with their existing PC computers. Furthermore the perception of Apple products being closely associated with fashion and the latest current trends make it a product that is high in consumer demand as well as preference. Apple manages to constantly release products that are in line with the latest trends and styles, like the latest iPod and Mac mini, due to its research intensive office environment. This effectively makes Apple one of the biggest innovators in the market and keeps its consumers interested by maintaining its reputation of introducing new and creative products and ideas into the market first (Ireland, Duane, Hoskisson, Robert, Hitt and Michael, 2011). Apple’s broad target market also serves to be of an advantage in the way it aids Apple to position itself and viewed as a full-fledged digital convergence company that aims to facilitate and reinvent a consumer’s digital life. Building on this uniqueness, developing a strong brand name and culture, is a main asset when it comes to Apple standing out among its competition. This can be seen in the introduction of all of its products from the iPod all the way to the multi-touch screen of its iPhone. Consumers today are a lot more engaged in a variety of technology based activities. A core understanding of this changing trend and the needs of the consumers which are entrenched in the digital lifestyle, whether it is a PC or a smartphone, is major strength of Apple. Apple analyzes such trends that are a part of the consumers’ lifestyle and then correlates it to the increasing consumer electronics demand in the market. Furthermore Apple strategizes to focus on increasing connectivity between its various products which helps it fulfill the multiple needs of its tech-savvy customers. This in turn benefits Apple to pursue the additional opportunities of the expanding consumer electronics market (Hogan and Kurt, 2011). When you talk about the popularity and success of ...Download file to see next pagesRead More
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