Apple Product And Design Strategy - Case Study Example

APPLE PRODUCT AND DESIGN STRATEGY Name Professor Institution Course Date Introduction Apple Inc is one of the global entities in the contemporary society focusing on exploitation of opportunities, innovation, and technological advancements in attempts to satisfy diverse needs and expectations of the consumers. Apple is an American multinational corporation concentrating on designing, as well as manufacturing consumer electronics and related software products. The mission of the company is to demonstrate commitment toward bringing and providing the best personal computing, portable digital music, and mobile communication experience to educators, creative professionals and students. This is through demonstration of the vision of man being the creator of change within the society. Apple did gain substantive prominence in the technological sphere because of the role and influence of Steve Jobs. The objective of this research essay is to examine product and design strategy by Apple. The essay will focus on the evaluation of the marketing and product design strategy, as well as process. Similarly, the essay will assess the strengths, weaknesses, opportunities, and threats facing the company in pursuit of competitive advantage and sustainability in the market and industry of operation. Marketing Strategy In the course of assessing the marketing strategy of Apple, it is appropriate to consider utilization of the marketing mix, which incorporates product, price, promotion, and place. These attributes will offer adequate platform for understanding the performance and mechanisms, which Apple implements in pursuit of competitive advantage and sustainability in the market and industry of transaction. Product Apple tends to generate diverse products aiming at satisfying the needs and preferences of the consumers. In the computer category, the company generates iMac, e-Mac, Power Mac, Xserve RAID, iBook, MacBook, Mac Pro, and MacBook Pro. In the digital category, the organization focuses on the production of products such as iPod, iPod mini, Apple TV, iPod classic, iPod touch, and iPad. In addition, Apple concentrates on the production of mobile phone devices such as iPhone, iPhone 3GS, iPhone 4, and iPhone 6 among other prominent products in this category. The objective of the organization is to aid or facilitate effectiveness and efficiency in handling the demands of the consumers in the highly competitive industry and market of transaction. The company devotes more innovation toward development of more new products (Boone & Kurtz, 2013). Price It is critical to note that Apple focuses on the adoption and implementation of marketing skimming strategies in the integration of the pricing approaches or mechanisms. The pricing system or approach is an illustration that Apple seeks to target middle-high class within the society. In the course of making maximum profit levels and revenues, Apple sets its prices higher than the general product (Huang & Sarigöllü, 2012). The approach proves to be effective and appropriate for the early cash recovery, as well as enabling the firm to make a significant investment in the development. The pricing strategy limits customer groups since the Apple products target consumers with high-income level. The approach might prove ineffective because of the ability to facilitate entry of various competitors into the market and industry seeking to target the low-income levels within the highly competitive industry and market. Place In the course of addressing the demands and expectations of the consumers, Apple focuses on the usage of two distribution channels. The first approach ensures the usage of the company’s exhibition and marketing rooms to sale diverse products in accordance with the demands and expectations of the consumers. Secondly, Apple tends to use intermediaries in attempts to reach consumers in diverse locations. In this context, Apple considers the use of wholesalers and retailers to distribute the quality products to the consumers in the global context. There is need for the company to consider expansion of the distribution changes, thus perfect platform for the exploitation of the modern technology to improve the image and reputation of the firm (Ferrell & Hartline, 2012). Promotion Apple focuses on the usage of diverse promotion techniques and strategies in the course of improving effectiveness and efficiency in tackling the demands and expectations of the consumers. In this context, Apple uses advertising technique to facilitate spread of information concerning the products to the consumers by mass media: TV, radio, cinema, press, internet, and posters. In addition, Apple considers the usage of public relationship as one of the most effective approaches towards marketing the products and services in accordance with the demands and expectations of the consumers (Gawer, Cusumano, & Strategy, 2012). Apple also uses sales promotion through provision of coupons, special offers, premiums, and gifts. This provides the perfect approach for the company to stimulate trial while adding value in pursuit of customer loyalty. The approach proves to be critical in pursuit of the goals and targets at the end of the fiscal and strategic period. Product Design Strategy It is essential to evaluate Apple’s product design strategy in the form of the six phases of the generic development process. Planning Like in most cases, this process comes before the project or product approval, as well as the launch of the actual product. During this phase, Apple focuses on assessment of the target market and the business goals prior to evaluation of the critical assumptions and constraints, thus the perfect opportunity for the development of a new product. Concept Development During this phase, Apple focuses on the assessment and exploration of the needs of the target market. In order to achieve this, Apple uses innovative team meetings and encounters to facilitate generation of alternative products concepts prior to evaluation of such concepts or thoughts (Davenport, 2013). The generation of alternative products concepts must adhere to the needs and expectations of the target market in the highly competitive market and industry. The meetings are ideal in the determination of the most appropriate concepts for further development and testing in the case of Apple. The approach is effective and efficient in involving various entities in the discussion or decision-making concerning the most appropriate concepts in accordance with the needs and expectations of the target audience. System-Level Design In the course of this phase, Apple’s product development team focuses on offering a critical definition of the product architecture, as well as decomposition of the product into subsystems, as well as components for further evaluation and development (Ward & Sobek, 2014). In addition, the phase provides the opportunity or platform for the group or the development team to engage in the provision of an effective definition for the assembly scheme in the production system. Detail Design This is one of the most significant stages in relation to the product design process in the case of Apple business entity. During the phase, Apple’s product development team focuses on integration of a complete product specification inclusive of the materials, as well as tolerance. In addition, the phase is vital in identification of the specifications for the purchased parts or materials in relation to the development of the product (Chang, Raw, Lionberger, & Yu, 2013). Similarly, the development team focuses on generation of appropriate definitions for the process plans and assembly plans in relation to the new products in accordance with the demands and expectations of the consumers in the market and industry of operation. Apple’s product development team also focuses on defining tooling. Testing and Refinement In this phase, Apple’s product development team focuses on the constructions, as well as evaluation of several preproduction versions of the product. Furthermore, the team concentrates on the development of the prototypes, which will be application in the products. The process also incorporates fabrication of the actual process to facilitate the development of the product in accordance with the demands and expectations of the consumers within the market and industry of operation. The phase provides the platform for the testing of the alpha prototypes with the intention of determining whether the product will work effectively and efficiently in accordance with the design. Besides, the testing is essential in the determination of the ability and potentiality of the product to satisfy the critical customer needs. From this perspective, this phase is critical in addressing issues relating to performance and reliability for the identification of the necessary development and engineering changes. Production ramp-up In this phase, Apple’s product development team focuses on the development or making of the product under the influence of the intended production system for efficiency in addressing the demands and expectation of the target audience. The objective of this phase is to facilitate effective training and development of the employees while seeking to eliminate any critical issues, which might affect the product during the production process. Apple incorporates a gradual approach of transition in the course of moving from the ramp-up to the normal production process. Launching of Apple’s Products It is essential to note that Apple tends to set a high bar in relation to product launch or rolling out products, which tend to experience high anticipation and wide coverage. In the recent years, Apple has been able to maximize the live event to the fullest through creation a focused moment with the objective of delivering ultimate brand experience. In order to achieve this goal, Apple focuses on creating or building suspense while galvanizing the community under the influence of a massive PR and amplification of the social media. In the course of launching a new product, Apple has the tendency of considering diverse steps and principles (Gawer, Cusumano, & Strategy, 2012). In the first instance, the organization focuses on the generation of something, which people talk about in the industry and market of operation. Secondly, Apple focuses on previewing the product, thus enabling people to ponder and dissect the real aspect of the product. Similarly, Apple tends to have the policy of ‘go big or go home’, which demonstrates the commitment of the firm to the new they are about to impart. In addition, Apple tends to keep it simple, tell stories, and showing the implications or context for the audience to respond with the expected rapt attention. These aspects are vital for Apple to create an experience signature through effectiveness and efficiency in branding new product keynotes for the company to compete adequately. Moreover, the attributes have been applicable in the Apple’s products such as iPhone, MacBook, and iPod. SWOT Analysis Strengths In the first instance, Apple has the perfect platform for the exploitation and utilization of a strong brand image to enhance its profits and revenues at the end of the fiscal period. In addition, the company tends to depend on its effective and efficient customer experience in the course of enhancing its image and reputation, as well as profitability level at the end of each strategic or fiscal period. Thirdly, Apple depends of a robust financial performance to become one of the most prominent entities in the modern context. Apple also focuses on research and development in pursuit of competitive advantage, as well as sustainability within the market and industry of operation. These attributes work effectively and efficiently in association with quality and consistent advertising aiming at enhancing the awareness of the consumers on the existing products and services. Weaknesses In spite of the overwhelming strengths of the company, Apple tends to experience diverse weaknesses, which the management needs to address effectively in order to enhance effectiveness and efficiency in the delivery of quality products and services. One of the weaknesses of the company is the loss of its transformative leader in the form of Steve Jobs. Steve Jobs did play a critical role in the course of improving the image and reputation of the firm as one of the most innovative entities in the global context. In addition, Apple might also suffer from the implications or product recalls, as well as patent infringement in the development and marketing of the products and services in accordance with the demands and expectations of the target audience. It is appropriate for the management of the company to consider adoption and implementation of appropriate management and leadership approach to aid in the minimization of the weaknesses. Opportunities Apple has the perfect platform to enhance its global prominence through targeting the developing nations in the form of China, Brazil, and India. The developing nations will provide the opportunity for the increase in the revenues and sales while increasing the number of consumers, as well as market share for the company. In addition, the company continues to develop quality products, which appeal to the ever-changing demands of the consumers, thus the opportunity to increase investment in research and development towards realization of innovative products and services. Similarly, the market for the smartphones continues to expand, thus an opportunity for Apple to expand its market and industry in accordance with the demands and expectation of the target market. Threats In spite of these opportunities, it is valuable for the organization and its management to enhance awareness of the potential threats, which might affect the profitability and revenues of the company. One of the existing threats is the existence of intense competition with reference to the great tech war. In addition, there is uncertainty in relation to the global economic conditions, thus the need for the organization to plan effectively and appropriately in accordance with the demands and expectations of the target audience. Apple might also suffer from overreliance or dependence on specific or particular suppliers, as well as the declining PC sales. These attributes might play a critical role in the course of affecting the image and reputation of the firm in the highly competitive industry and market of operation. Conclusion Conclusively, Apple Inc is one of the global entities in the contemporary society focusing on exploitation of opportunities, innovation, and technological advancements in attempts to satisfy diverse needs and expectations of the consumers. Apple has the perfect platform for the exploitation and utilization of a strong brand image to enhance its profits and revenues at the end of the fiscal period. In addition, the utilization of the marketing mix was valuable in the evaluation of the marketing strategy in the case of Apple. Another essential finding in this essay is the tendency of the company to use a clear approach in the designing strategy. List of References Chang, R. K., Raw, A., Lionberger, R., & Yu, L. (2013). Generic development of topical dermatologic products: formulation development, process development, and testing of topical dermatologic products. The AAPS journal, 15(1), 41-52. Ward, A. C., & Sobek II, D. K. (2014). Lean product and process development. 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