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Business strategy - Essay Example

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APPLE INC. Apple Inc., formerly known as Apple Computers, manufactures world’s most innovative consumer electronics, computer hardware and software and commercial servers…
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Download file to see previous pages It was established in April 1976 by Steve Jobs, Ronald Wayne and Steve Wozniak. The company was previously known as Apple Computers for 30 years and in 2007, it was renamed as Apple Inc. to reflect the intended expansion of Apple in the field of entertainment technology. Apple's Innovation In a periodical it was stated about Apple, ‘…this is truly one of the most innovative companies on earth, one that has defied the odds and overcome amazing adversity.’ (DeMarzo) Apple has always provided its customers with unique products which are ahead of time because its engineers are product-oriented. They create even before the consumer realizes that he needs it. In this period of global recession when companies are laying off their employees and cutting back on its research, Apple is successfully moving forward through ‘...investing, inventing and innovating. Strategic Marketing Issues In an interview Steve Jobs once pointed out, “Some very good product people invent some very good products, and the company achieves a monopoly. But after that, the product people aren't the ones that drive the company forward anymore. It's the marketing guys or the ones who expand the business…” He explains that engineers of the company initiate an upward move by creating products but it’s the responsibility of the marketing personnel to keep the show running. It’s not just innovation and product development that defines the success of a product but it is important to understand how it is delivered to the customer. Very often, new inventions are not acceptable to the customers because they are not accustomed to the new product. (Kahney, 2002) Apple doesn’t advertise to reach out to its first customers but use it to help their first customers reach out to the rest. Apple’s marketing is so consumer-oriented that people buy their products even before seeing it. This happens when people market products for the consumers. An example of this is 250000 iPhone sales on the first day prove the success of their marketing strategy. Apple is, without doubt, the most successful consumer electronics company but it focuses primarily on business-to-consumer market. In my opinion, Apple should partner with other companies and also focus on business-to-business market. This will not only boost its profits but will also help them create more innovative products like they did when they partnered with Intel and HP. I believe that Apple has become a market leader of business-to-consumer market and now, it should also work towards becoming the market leader of business-to-business market. Strategy Trough the design and the development of its own operating system, hardware and many software application and technologies, Apple strives to bring to its customers compelling new products and solution with superior ease-of-use, seamless integration and innovative industrial design. Industry Analysis Above 100 million iPods have been sold already since 2006. On the contrary statistics show that game consoles sold in 2006 stood at 26 million, digital cameras at 94 million, mp3 players at 135 million with iPods commanding an 80% market share and PCS sold at 209 million. Mobile phones sold at 957 million. Apple’s iphone’s role would thus be to reach at least a 5% market share before 2012. They must be looking for 50 Million sales for this. It is a very fragmented market with new competitors emerging Pestle Analysis Political-Legal Forces Most of the laws surrounding the political ...Download file to see next pagesRead More
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