Apple Store - Research Paper Example

Apple Store Promotional strategies In the business empire, marketing is a vital component that seeks to guaranteea business a profitable existence. In essence, marketing is a communicative process towards consumers to which the worth of a product or a service forms the basis of the communication. To others, marketing may be the interaction between a manufacturer and the consumers of their products or services in order to establish a relationship valuable to both parties. Subsequently, marketing has online or offline interactive communication and online or offline communication. Offline passive communication techniques In recent years, advancement in technology has led to progressive marketing aspects of global business. In essence, online interactive marketing provides a two-way platform to which a suppler communicates directly with the customer without having to engage intermediaries. In this avenue, the techniques applicable are a web server hosting the web address, content, and software that may mediate communications for the two parties. Remarkably, communication through this system is efficient as customers make orders for the goods they need directly to the supplier. Moreover, this technique requires provision of an internet address, which is useful to the supplier as they may use the email address to communicate to the consumer about new products on sale in future. Essentially, the use of mobile phone verbal communication also helps in the creation of dialogue with the two transacting entities. It creates trust and dialogue, which enhances customer service and satisfaction because consumers are able to make verbal communication on the specifics of the product they are buying (Ahrens 31). As for Apple store, the preferred technique for marketing communication is website communication because of the large customer base hence making it difficult to make one on one phone dialogue. Offline interactive communication In this form of traditional marketing communication, retailers make direct approach to the consumer in order to create product awareness and encourage buying. The techniques involved include direct marketing, personal selling, and sales promotions. However, the products on sale are not as per individual customer specifications, but are as per the supplier’s ideas. However, the application of this concept still applies to many businesses despite the available one to one marketing techniques. In this regard, Apple store uses sales promotions and direct marketing to market products on sale in order to attract customers to buy their products. Online passive communication techniques These are one-way progressive communication techniques where the supplier informs customers about the goods on sale without expecting any feedback from them (Kurtz 536). For instance, these techniques include television, radio gadgets, and any form of printed media. In essence, any concerns that a consumer might have does not get to the supplier hence facilitating difficulties for them in decision-making. Given the option, television is the most suited technique for apple store as it helps persuade consumers to visit the store and buy from them because televisions show the images of the products available at the store. Offline passive communication techniques In the past, marketing communication was a traditional concept where communication only focused on the target population and not on individual customers. This concept is still relevant in today’s marketing strategies despite the fact that communication is not specific. For instance, this form of marketing communication uses public relations and product advertising to ensure that the message on the products reaches the potential customers. Therefore, Apple store uses product advertising as a way of reaching wider markets because of the ability to create awareness towards many. Recommendations First, the progressive technique of internet and website communication forms a vital aspect of marketing. However, Apple store should incorporate video conferencing and online video streaming to enhance one communication. In addition, the store needs to concentrate their efforts on sales and promotions to attract more customers to buy from their store. They should also include discounting as part of their ways of encouraging consumers to continue to buy from the store. Competitive analysis As part of healthy business competition, there exist two types of competition that are intertype and intratype respectively. For instance, intratype form of competition is one that exists between firms involved in similar business type (Dunne, Lusch & Carver 127). On the other hand, intertype competition is one involving different business types that engage themselves in selling the same products (Keillor 125). Logically, the two forms of competition require unique marketing techniques that will ensure that a business entity remains relevant in the market. For Apple store, the target market for both intertype and intratype competitors would require different approaches to capture them. For one, the store should ensure that they deliver products purchased online by customers get to them in good time. They should also ensure that their ecommerce is effective and up to date rather than have a dormant website as some of their competition might be operating. In order for the store to stand out from other stores, they should ensure that their store has an attractive outlook to ensure visibility if located near their intratype competitors. Their display should portray goods on offer hence making a consumer to know if the product they need is in the store rather than having to go in and ask. In addition, the store should ensure that they place bright colored items within a customer’s visual distance to make them concentrate on the goods in the store that are not on display. One contrary, enhancement of customer service and customer handling skills ensures that their consumers return to the store in future. In essence, it is Apple’s core value to regard their customers with high esteem in all of their retail outlets. This may be the reason why they beat their intertype competitors. In terms of intra competition, this specific Apple store should ensure that it does intense sale promotions that will effect more sales for the products in their store as compared to their sister stores. As for pricing, Apple products usually have a standardized set for all their products dictated by the mother company. Therefore, there would be no intratype competition in terms of product price. However, they would have to invoke the same authority on whether they may lower the prices of some products in order to outsmart their intertype competitors. In addition, unique product offering for the store may include the provision of additional application software as a way of making customers buy products from their store (Hartline & Ferrell 2010). This would be effective especially for products like smart phones that their intertype competitors are selling. Moreover, a merchandise mix or product assortment for the store would be essential in ascertaining the products that have high demands in that region (Pradhan 32). Objectively, this will help the store stock up with moving products that the market of that region needs rather than stocking up with products that may move in their sister stores in other regions. This aspect couples with the identification of moving products then ensuring that their stocks of the same do not run out. Further, the fast moving products become the best selling items for the store that would translate to improvement on the profit levels. In terms of competition, the intertype competitors should not have an opportunity to sell their products for the simple reason that Apple store may be experiencing low stocks. Therefore, this ensures that Apple store stays on top of the supply chain for phones and computers. In summary, communication for a business is the starting point for potential profitability and growth. In this regard, the communicative marketing technique that a business may use should be able to attract more customers rather than scare them away. Therefore, the techniques that Apple store in Pasadena Colorado has chosen are effective to the store’s cause. Lastly, competition for the store by rival and sister stores is healthy for the business because it helps in determining the areas that need improvement. In essence, competition helps in the evaluation of where a business stands at a particular time and where the business intends to be after a given duration. Therefore, competition helps Apple store to improve on customer relations, product display within the store, and increase the impact on the target market. Communication and competition make true the statement that opportunities and threats may make or break a business. Works Cited Ahrens, Sophie. Recommender Systems: Relevance in the Consumer Purchasing Process. Berlin: Epubli, 2011. Print. Dunne, Patrick M, Robert F. Lusch, and James R. Carver. Retailing. Mason, OH: South-Western Cengage Learning, 2011. Print. Ferrell, O C, and Michael D. Hartline. Marketing Strategy. Australia: South-Western Cengage Learning, 2011. Print. Keillor, Bruce D. Marketing in the 21st Century and Beyond: Timeless Strategies for Success. Santa Barbara, Calif: Praeger, 2013. Print. Kurtz, David L. Contemporary Marketing. Australia: South-Western Cengage Learning, 2011. Print. Pradhan, Swapna. Retail Mechandising. New Delhi: Tata McGraw Hill Education, 2010. Print. Read More