Strategic Marketing & Planning Apple Case Study - Essay Example

A MOStek 6502 processor was used rather than Intel 8080 processor being used by competitors and TV was used for display. Additionally, it was sold at a lower price and in a demonstration held to showcase Apple 1, 25 units were ordered. More computers were ordered and by 1977, the company’s sales totaled US$774,000 (Di Muro, 2010, p. 2). The computer company has been introducing inventions over time which have seen it position it well to compete with other computer manufacturers such as Dell and Hewlett-Packard.

It also competes with Sony, Microsoft, and Nokia. Apple Inc. hardly develops the new type of product but is mostly an expert in refining products developed by other manufacturers (Wooten, 2010, p.2). Presently, Apple Inc. is valued at about $170 billion and this financial performance is not the only indicator of its impressive performance. Apple enjoys a 9 percent market share of the computer market, 73 percent of MP3 player US market and 11% of the global smartphone market. Wooten (2010, p.2) reckons that Apple has been already to win awards as the best company in marketing, innovation, and marketing.

This paper will be structured in two sections analyzing strategic marketing and planning adopted by the company. The first section will explore the purpose of the organization and the way such purpose has been developed as a product of the expectations of different stakeholders. Additionally, the paper will discuss strategies used by the organization in adding value and lastly, it will discuss the main issues faced by the company. The operations of Apple Inc. are of interest to many different stakeholders in the industries that it conducts business in.

The main stakeholders include company customers buying different products, employees, competitors, shareholders, company managers, and employees.