Marketing strategy - Coursework Example

Marketing Strategy The iPhone is the cellular brand launched by Apple in 2007. The company initially focused on computers, desktops,laptops, and tablets. However, with the changing trends and public demand the company took a leap into the world of cell phones. Apple’s products are considered to be overpriced by general public, however, there is a particular segment among the consumers who only want to use the iPhone. In 2014 the company launched it latest product in the market with the name of iPhone 6.

The iPhone 6 is available to the customers in various packages, sizes, and storing capacity. Until the end of 2013, almost 5oo million iPhones were sold. This clearly indicates that people want to use these mobiles, despite the fact that these gadgets are relatively expensive. Moreover, the company preferred to focus on the demands of its various customers, and it offers them with packages that suited their needs. In this regard one can find the company using Kohler’s advice. Philip Kohler is a reference when it comes to marketing; and according to him marketing is about creating genuine customer value, he further elaborates that selling the product does not complete the story, marketing campaigns must be designed in a way where customers become a priority over the services offered or products available(Armstrong, Kotler, Trifts, & Buchwitz, 2014; Hollensen, 2015).

Mostly, marketing campaigns are product focused, however, from the point of view of Kohler; it needs to focus on the consumers (Armstrong, Kotler, Trifts, & Buchwitz, 2014).The market of cellular phones is perhaps one of the most rapidly expanding arena, and the competition among mobile brands is severe. It is always hard for the newcomers to come in and make their position. In this regard Apple turned out to be successful; it not only made its place, but also improved its ranking among the mobiles.

There was a time when Nokia, Motorola, and etc. dominated the market, but today iPhone is one of the leading brands. Initially the company focused on people who were old customers of Apple, and later on the marketing strategy of the company entered the phase of expansion. Today, there are more iPhone has become one of the most sold brand of Apple.ReferencesArmstrong, G., Kotler, P., Trifts, V., & Buchwitz, L. A. (2014). Marketing: An Introduction. . Pearson Education Canada.Hollensen, S. (2015).

Marketing management: A relationship approach. Pearson Education.