In the US and global markets, Apple brands are the most valuable based on their use of modern technology and effective in meeting the needs of international business community. In terms of distribution, the company has more than 410 retails stores with iTunes Store being the largest music outlet in the world. By market capitalization, the company is the largest publicly traded in the world. As compared to its competitors, Apple provides products that employ highly improved technology. For example, in 2013 the company introduced iPod digital player that attained the position of being the best device within the industry of portable music players. Additionally, the company has continued to improve its iPad brands since they were launched in 2010. From the first iPad tablet to iPad Air that was the fifth generation, the company has shown how technology can create a difference between a firm and its competitors in the market. According to my view, Apple operates in an oligopoly market structure. Among its major competitors that are also key players in the technology industry are Samsung and Nokia. According to my view, Apple operates in an oligopoly market structure. Among its major competitors that are also key players in the technology industry are Samsung and Nokia. Based on the stiff competition in the industry, the sector has been dominated by small number of sellers thus making it to qualify as industry acting within oligopoly market structure. Most precisely, Apple seems to be operating
within the differentiated oligopolies (Vives 26). This is based on the fact that even though the company and its competitors produce similar products, they are not identical brands.
Additionally, the aspect of creating distinct advantages in its products including use of high and modern technology makes Apple to be within the bracket of differentiated oligopoly. Various factors have contributed to the success of Apple. First, the company pioneers were individuals of high integrity. Additionally, the founders had extensive management and entrepreneurial skills (Jeffrey 12). During its establishment, the company had enough capital. Immediately after being launched, Apple embarked on extensive marketing thus increasing its average monthly growth rate by 700% in the first five years of operations. Another aspect that contributes to the success of Apple is product diversification and brand positioning. According to Omnicom Group, the world largest corporate media services company, as compared to Coca-Cola Company, Apple had more valuable brands in the world in 2013. This is due to the company’s culture of providing brands that effectively meets the needs of its consumers regardless of their ages. The use of extensive marketing strategies such as marketing has also greatly contributed to creation of strong consumer awareness thus increasing the company sales and profits. For example, the company has used international artists and singers such as Yael Naim, Guy Kawasaki and Feist to promote its brands (Gil and William 21). In this way, the company has succeeded in creating a strong positive customer-product relationship that has resulted to sustainable profit. Based on the stiff competition that has emerged in the 21st century, Apple must expand on its innovation strategies by establishing more research centers especially in the emerging markets. With the increasing demand of its products in the international