Apple Marketing Strategy analysis - Essay Example

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This current research will present first with the vision, mission and objectives of Apple Inc, its history, leadership and culture. The report continued with the mission statement and the exceptional factors contributing to the success of the company…
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Apple Marketing Strategy analysis
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"Apple Marketing Strategy analysis"

Download file to see previous pages The firm that is analyzed in the paper is Apple red as giant in the consumer electronics market and its products are considered as one of the most successful and hot selling items. From a mediocre organization to the best firm in the industry, Apple has made tremendous progress in terms of product innovation and service delivery. It started as a computer manufacturing and selling firm however, it has now transformed itself into a consumer electronics manufacturing firm with product range as wide as TVs, MP3 Players, Smartphones and Tablet Computers. Apple started as Apple Computers Inc during 1977 however, Apple rolled out its first personal computer during 1976. Steve Jobs and Steve Wozniak started the company with an aim to manufacture and sell personal computers. As a result of this effort, Apple-1 was introduced during 1976 and Apple afterward continued to build upon its technical superiority and was able to expand its overall range of products. Over the period of time, Apple remained under the control of different CEOs however; its glory and success came under the leadership of Steve Jobs – the co-founder of the company who was also later on removed from this position during 1990s. One of the key reasons for the success of Apple as a firm was the leadership style and approach adapted by Steve Jobs. It is argued that Steve Jobs broke almost every principle of leadership and cultivated a new and unique style which allowed Apple to dominate different markets at the same time. Considered by many as dictator and tyrannical, it was the unique vision and micromanagement ability of Steve Jobs which contributed mostly towards the success of the firm (Emerald Group Publishing Limited). It was because of this leadership style of Steve Jobs that the overall culture of Apple evolved as a culture with strong accountability and very clear and swift communication from the top. Most of the decisions were centralized and revolved around Steve Jobs owing to his personal genius and detailed oriented leadership style. Much of the Apple’s culture as well as corporate success was dependent upon the innovative genius of Steve Jobs, his ability to manage everything on his own and enforcement of a strict corporate culture with very little tolerance for dissent and low performance. (Allen) The Mission Statement “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.”1 The above Mission Statement of the firm suggests that Apple has been able to dominate four different market niches in consumer electronics industry i.e. personal computers, digital music, mobile phones and mobile media and computing. Though the mission statement seems vague but it clearly outlines the current ambitions of Apple and its will to dominate different markets at the same time. Exceptional factors contributing to the success of firm One of the key factors behind the success of Apple was the leadership of Steve Jobs under whose visionary presence; firm was able to transform itself into a giant in consumer electronics industry. Steve Jobs expanded the overall vision for the firm and included other product ranges coupled with effective market strategies which allowed Apple to become number 1 firm in the industry. The leadership and corporate culture of firm helped Apple to enforce strict accountability and create further room for creativity and innovation. Such approach therefore resulted into the development and marketing of products which became hot selling due to their innovativeness and ease of use for end users. Apart from this, Apple’s products are considered as of highest quality and durability along with their ability to offer a complete experience to customers. Apple started its music ...Download file to see next pagesRead More
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