Apple Computers Marketing Channels - Case Study Example

Apple Computer’s Marketing Channels TABLE OF CONTENTS Executive Summary…………………………………………………………... 3 Situation Analysis…………………………………………………………...... 3 Assumptions…………………………………………………………………… 5 Core problem………………………………………………………………….. 5 Evaluative Criteria…………………………………………………………….. 6 Alternatives and Analysis of Alternatives…………………………………….. 6 Decision and Justification…………………………………………………… 9 Implementation………………………………………………………………... 10 Bibliography……………………………………………………………………12 EXECUTIVE SUMMARY The main focus of this paper is on the marketing channels of all the products of Apple, which has created an increased rate of demand day by day in various outlets. All the products of Apple allow their customers to enjoy and to download whatever they want. Now Apple is producing such kinds of products in which you cannot only download your favorite music but also any kind of literature and books, which can be very easily read and listened. This paper is for one of the best selling company Apple, which provide the brief description of its each and every product. Along with this there is a deep insight of the situation analysis, the target market, all the marketing objectives and also the marketing strategies that have also been used and along with this the process of monitoring, controlling and the process of forecasting strategies. (Owen, 2004) SITUATION ANALYSIS The situation analysis basically consists of two main parts: 1. MARKET ANALYSIS The internal influences of the market analysis consist of the following steps of procedures: Capital availability: The main area of the capital availability is that with the help of the competition t may cause a great and a vast mishap in the cash flow. Management: Along with this an effective management is also required for the development and also for the training of employees in order to have a continue innovation of all the products of Apple for maintaining and retaining sufficient amount of funds, whenever other competitors are introducing new products. Technological adoption: The latest technology must be adopted in order to improve the overall efficiency. Along with this an integrated amount of technology must be conveyed directly into operations. Competitors: Along with this each and every competitors will also regulate that why, how and what kind of strategies will be adopted. Demographic patterns: Females and males from the age level of 12 years and above will be always in a favor of Apple’s product due to its all the new innovations, which are able to perform and also to avoid all those facilities, which would greatly appeal them. Overseas influence: The break down of all the barriers, which are in between those countries, which also increase the sales level of all the products of Apple along with this, it would also make people aware from their products. 2. PRODUCT ANALYSIS: All the products of Apple are currently in the growing stage, with the help of which more and more people are becoming aware from their products and also purchasing their products, and with the help of this the demand is increasing day by day. On the other hand the sales are also growing very fast and profits are also rising very quickly, however apart from this the competitions is also increasing as the competitors are very much cognizant of all the tactics of all the product of Apple. During this innovative stage, there are also many opportunities in order to have wider distribution; with the help of this the sales will be higher and higher. ASSUMPTIONS Apple computer, Inc is known as one of the greatest leader in the world of personal computers (pc) until its cloned IBM pc gained popularity. The market share of Apple slipped in spite of the gained popularity of its MAC great range of computers, which were no doubt sold with the help of all authorized retailers and resellers. In order to regain the market share of Apple, it started selling their products online in 1997 and also with the help of all the company owned retail stores. (Glen, 2006) CORE PROBLEM The core problem of this company is that despite the marketing channels which very truly tells punters that the Cupertino has one of the best quality in all over the world, a tag price that exactly matches, the Apple faults have thus flooded into a rescuecom which is one of a New York based chain of all the computer service shop. This problem created a great problem for this company and due to this Apple suffered a lot. They found themselves in a big danger. (Raskin, pg 50-54) Competitors are also making profit day by day and due to this Apple has no doubt to suffer a lot. EVALUATIVE CRITERIA In the past two decades, information technology has made a well-known place in the world. Apple is a company where people who are working very hardly in order to generate good results. The marketing channels of this company are very much strong, with the help of which they came to know that what is the current value of our product, how our product is working, ho our competitors are doing and also that through what ways we can improve our marketing policies. (John, pg 45-47) There are different kinds of marketing channels with the help of which any company can gain success and can improve day by day. (Andy, pg 12-14) The evaluation criteria are very simple and very easy but on the other hand the main focus should be on the evaluation criteria. Apple can very easily evaluate that what is the current value of our products in the society or market and how can we gain success. ALTERNATIVES AND ANALYSIS OF ALTERNATIVES Before discussing the alternatives and also doing the analysis of each and every alternatives following is the SWOT analysis: STRENGTHS: WEAKNESSES There are numerous financial resources, which can be very easily allocated in order to do an operation of any product. Most of the products are appealing for females as well as for males. All the products have good competitive skills. All the past products are also of good quality and also had good reputation. There is a use of advanced key technology. All the products have a narrow products line, so it is very much difficult to expand it into other markets. High prices of each and every product may push all the potential customers to each and every competitor along with the affordable prices. COMPETITOR ANALYSIS All the products of Apple are very much popular because the market is very well aware from their products, which give them a great advantage over all the competitors. IDENTIFY TARGET MARKET The first step in identifying target market is selecting target market. All the products of Apple are most aimed at young adults. All the products appeal to both females and males. They are targeted at the niche market, which helps in creating the product desirability. (Raskin, pg 50-54) All the products of Apple has also adopted many kind of differentiated market for each and every product as it is very well known that their products are very well characterized in gender, desire for image, age. (Amit, pg 45-47) The marketing mix of Apple basically consists of following mix. PRODUCT. All the products of Apple allow their customers to use and to gain different set of facilities. POSITIONING. Positioning basically aimed at the level of middle class towards the level of high class. BRANDING. All the products give one-year warranty to the consumers so that they can very easily and freely enjoy all the features of each and every product. PACKAGING. The packaging of their product is very much different and unique. PRICE. The price of each and every product also creates the perception of quality. PROMOTION. With the help of promotion, all the products of Apple will surely satisfy the needs of each and every consumer. Many alternatives can be taken in order to generate best and best results so that each and every customer can enjoy and can gain the facilities.(Glen, pg 32,34) DECISION AND JUSTIFICATION Many marketing channels facilitate each and every product and also help them to take further more decisions. Most of the marketing channels understands the concept of product packaging, positioning, and also the product pricing, distributions etc. Apart from this the marketing channels also provide an outsourced system of sales and also the marketing services for each and every customer with the help of a strong network system. (Owen, pg 34, 90-96) One of the most important decision which should be taken in order to make Apple’s product more and more successful is that the marketer should keep this main issue in consider that where we are actually lacking? What are the areas where we need more consideration? These are very important things which should be kept in view so that our each and every product can gain success and can very much better day by day. All the marketing channels are responsible for this because they have to know that where our products are working very much sufficiently and where not, those areas where we are lacking, there more marketing strategies should be applied in order to gain more and more success. There are different kinds of the marketing channels which are working for the betterment of their each and every product. The main responsibility of the marketing channels is to keep in view that how they can work in order to gain more and more success. IMPLEMENTATION There are many steps and procedures, which should be implemented in order to make each and every product the most successful one. Implementation is one of the most important part which should involve those steps with the help of which any product, infact each and every product can gain popularity. Implementation should be done through proper means of all the marketing channels where there is a great need of implementation; it should be done there. (Dan, pg 56, 90-93) Different methods can also be implemented in order to make our product the better and the best one. Implementation is the most critical and one of a very important stage where the company usually implements those issues where they feel that they are lacking. (Owen, pg 34, 90-96) Implementation can also be done on the basis of the outcome results. Those results can be gained by various methods like research etc. research can be very easily done in order to know that how our product is working? And now where is the point where we are lacking so that our company can very well work on that particular point in order to gain more and more success and also to make our products the better one. BIBLIOGRAPHY “Machintosh SE”, Technical specifications Apple Inc, 14 Mar. 2002, 11 Apr. 2009. “Machintosh II family”, Fan regulator voids warranty Apple Inc, 22 July. 1992, 11 Apr. 2009. “Apple Machintosh II”, Old computers on-line museum, 23 Dec. 2007, 11 Apr. 2009. “Apple Machintosh plus”, Old computers on-line museum, 11 Apr. 2009 Dan, Knight (2005), Machintosh History, page 56, 90-93, 11 Apr. 2009 Owen, Linzmayer (2004), Apple confidential, page 34, 90-96, 11 Apr. 2009 Sanford, Glen (2006), “Apple history”, page 32, 34, 11 Apr. 2009 Singh, Amit, “A history of Apple’s operating systems”, page 45-47, 11 Apr. 2009. Jef Raskin (1996), “Recollections of the Machintosh project”, page 50-54, 11 Apr. 2009 Andy, Hertsfeld “Five different Machintosh”, 11 Apr. 2009. A.B Polsson Ken. “Chronology of Apple computer personal computers”, 11 Apr. 2009 Gruber, John (2003), “Market share”, page 45-47, 11 Apr. 2009 Reimer, Jeremy. “Analysis of Google’s Zeitgeidt reports”, 11 Apr. 2009 Read More