Review Of Marketing Goals and Objectives of Apple Inc - Assignment Example

Situation Analysis Review of marketing goals and objectives Apple Inc was by Steve Jobs in 1976. Over the years, the company has grown to become one of the largest multinational firms that deal with products such as laptops, phones, iPods, iPads, tablets, and TVs. The Key marketing goal is to increase sales while maintaining the quality of the products and services being offered to the market. The key objective of the company is to always be innovative through bringing unique and advanced technology into the market. The company is achieving these goals through investing heavily in innovation and new technology. This has been significant in enabling the business to produce high quality products at low costs, an aspect that made it possible for the business to retain its competitive advantage in the market. The goals and objectives are in line with the firm’s mission that is to bring the best computing knowledge to students, professionals, and consumers across the world, through being innovative in a way that builds its hardware, software, and internet ads. With the increasing level of competition in the market, the company goals acts as a guide in ensuring that it satisfies the tastes and preferences of the target market. This is through ensuring that it incorporates the interests of the target market in the production process. Current marketing strategy and performance Product Apple Inc is active in developing new products. This is to satisfy the varying interests of the customers. Different product lines have been developed with the aim of reducing the risks and uncertainties associated with concentrating on a single product. The company has also differentiated its products. Through innovation and branding, the company’s products are unique compared to those of the competitors. This aspect has been significant in ensuring that customers remain loyal to the products despite the market being flooded with different substitutes. It has also developed a strong brand name. This is through intensive advertising in the traditional and modern media. Promotion The company has been able to create awareness on the existence of its products and services in the market. This has been achieved through personal selling, sales promotion, public relations, direct marketing, and advertising (Hassan 12). Furthermore, the company has intensified its use of social media in order to understand different aspects that affect the consumer behaviors of the target market. This has played a significant role in enabling the firm to reach a large market at very low costs. Price The company uses skimming and premium pricing strategies in order to penetrate new markets and launch new products. For instance, during the launch of iPod, the company lowered its prices significantly in order to allow the customers to tests the products. Once the product established itself in the market, the prices were adjusted. Place The company uses both direct and indirect distribution methods in order to reach its customers who are located in different parts of the world. For instance, in US market, the company uses internal distributors. However, in other markets, the firm contracts independent distributors such as DHL in order to distribute the products in different wholesalers and retailers. This has played an important role in ensuring that the products reach all customers irrespective of their geographical locations. Apple Inc continues to dominate the global market. For instance, it has been named as the best performing company in the world. The share volume continues to grow despite the increasing levels of competition in the market. In addition, through the use of the online platform, the level of brand awareness among the customers has improved tremendously (Hassan 34). The customer base continues to expand despite several critics concerning the prices of the company. In comparison with Samsung, Sony, and Huawei, the current performance is a major improvement from the past 3 years. Review of current and anticipated organizational resources Currently, the firm is enjoying relative stability in relation to its financial, capital, human, experience, and relationship with the suppliers. This has been achieved through effective management. However, with the increasing levels of competition, this is likely to change immensely. However, the company will still be able to satisfy the customers through enhancing the level of customer relationship. Current and anticipated cultural and structural issues The company has a culture of innovation (Hassan 45). Therefore, the subordinates are always ready to embrace change once a new product is introduced in the market. Through an effective performance appraisal, the firm is able to ensure that the employees remain motivated. This is through rewarding the best performing employees. On the other hand, the company has established an effective strategy to enhance customer relationship. This is through ensuring that information about the customers is well kept. As a result, the firm is able to follow-up and sends information to the loyal customers concerning any new products or defects that have been established. The organization structure supports the current marketing strategy. The Customer Environment The largest market segment composes of the young generation. These are people who have a disposable income to purchase high quality products by the company. Majority of these customers are loyal to the firm’s products. Through innovation, they are always waiting for the new products to be released in the market. Competition The major competitors include Samsung, Sony, and Huawei. Their major strength is a huge financial base. This is because the firms have outsourced their operations to different parts of the world. In addition, the firms have penetrated various markets across the world. Economic Growth and Stability The company has mainly concentrated on the US market. The economy of US is stable although it suffered a lot after the economic crisis. However, the company has been able to segment the market, position itself in the market, and attracted the loyalty of the customers towards the products and services. However, it has been facing a legal battle with Samsung concerning the copyright issues. Political Trends US enjoy a serene political environment. Being the largest firm in US, it has faced very minimal legal issues. However, there have been issues concerning the corporate taxes. The political leaders were accusing the firm of not paying all the required taxes. In addition, there have been legal issues concerning the transfer of labor to China and India. This might affect the position of the company in the market. Technological Advancement The company has been in the forefront in embracing changes in the technological sector. Therefore, changes in this sector have not troubled the position of the company in the market. However, frequent changes of technology in the market have been affecting the performance of the business because some technologies require heavy investment. Works Cited Hassan, Rajibul. Apple Inc. - An Analysis: PESTEL analysis, Porter’s 5 Forces analysis, SWOT analysis, Comprehensive analysis of financial ratios, and Comprehensive analysis of share performance of Apple Inc. Munich: GRIN Verlag GmbH, 2013. Print. Read More