Marketing Strategy of Apple - Dissertation Example

In the 21st century, the development of technology is taking place at a very fast pace. The electronic industry has become extremely competitive. With the development of science and technology, many electronic companies are undergoing major changes. For example, the product life cycle has shortened. While the companies are facing competition in the global competitive market, they have to use their marketing strategies to confront various internal and external issues in order to adopt the change in the market environment and develop a competitive advantage.

However, as technological advancement has taken place, marketing of high-technology products has become a specialized activity that has to stretch beyond the traditional marketing strategy based on the marketing mix (Faria & Guedes, 2005). This requires an understanding of marketing across different cultures, across different international markets, and developing an effective marketing strategy. The high-tech industries in the global business environment are no more limited to computers but have pervaded gadgets and equipment of all shapes and sizes.

This sector is characterized by a high degree of uncertainty in terms of competition, technology, and the markets (Mohr, 2000). Therefore, the traditional marketing tools are no more applicable as consumer needs and demands are ever-changing, which leaves the consumer and the marketer uncertain about the success of any new products introduced in the market. 1.2 Overview of Apple Inc.Founded by Steven P. Jobs and Steve Wozniak in 1976, Apple is the world’s largest technology company in terms of market capitalization.

The company engages in designing, manufacturing, and marketing mobile communication and media devices, personal computers, and portable digital music players. Its products include iPhone, IPad, iPod, Mac, Apple TV, the iOS and Mac OS X operating systems, iCloud, and a wide range of accessories and support offering in consumer and professional software applications (Bloomberg BusinessWeek, 2012). Although Apple is also the largest publicly traded in the world by market capitalization, it had suffered a setback in the early 1990s.

It became the largest technology company after iPod, iPhone, and IPad were introduced. Over the last decade, Apple redefined the music and cellphone business, and the entertainment and media world by introducing iPod, iPhone, and IPad (The New York Times, 2012). 1.3 Rationale for the studyIn all the markets that Apple has been involved, competition is extensive. For example, there are IBM and Microsoft in the computer and computer software market, Samsung and Android in the mobile phone market, and Sony in the music player market.

However, what is behind the success of Apple, and what has provided it the competitive advantage?