Case Assignment Week
MRKT 5000 Online
Consumers Take a Shine to Apple, Inc.
Apple is an innovative company in the technology field with
products such as the Iphone, Ipad, and computers. In the early 1980s the company
was near bankruptcy until the return of Steve Jobs back to the position of CEO.
Steve Jobs returning to the corporation helped bring new innovative ideas,
strategic planning, and the desire to place more focus on customer relations.
This desire to put customer needs first is what allows Apple to revolutionize
the market with their newest creative products and be successful with them.
Apple products are offered in the market at above normal prices compared to
other corporations, keeping the prices at a higher tier has allowed customers
to perceive Apple products as prestige and therefore increasing the demand to
obtain the newest when released in the market. Apple is considered to have the
highest quality products in the market.
Key Marketing Issues:
Marketing environment—the marketing environment
has several elements including technological forces, sociocultural forces, and
competitive forces. These forces allow the customer to become the main focus of
the corporation so that new products meet the expectations of customers. Apple
is well known for taking their customer needs into consideration when creating
Customer Relationship Management
(CRM)—Organizations need to use customer information as a guide to strategic
marketing to develop and maintain customer relationships. Apple has been given
high praise for their superior customer service strategies.
Market Share—The percentage of the market that
buys a particular product from the company. Apple gained the market share
percentage when they took the market share percentage away from their
Strategic Marketing Management—Consists of the
process of planning, implementing, and evaluations of the performance of the
marketing activities and strategies, whether effectively or efficiently. The
return of Steve Jobs to Apple redefined their strategic marketing management
when he did a through evaluation of the current strategy and begin research of
the customer needs to implement a new successful strategic plan.
Strategic Business Unit—The division, product
line, or profit center within the company. Apple offers a various product line including
desktop computers, laptops, tablets, smart phones, and portable music players.
Research and Development—Organizations should be
aware of new research and be able to develop new products. Apple stays ahead of
the technology market by continuing to develop new research and products based
on customer input and needs for the market.
Personal Case Analysis
I have realized that Apple has a better concern for their
customer needs than any other company in their industry. Apple utilizes social
media platforms to help entice new customers to purchase their products and
keep old customers interested. Apple will need to continue to focus on their
customers moving into the future so that their brand can maintain their
prestigious status among their industry, if they lose focus of their customer
needs the could lose long-time customers and potential new customers. I have
never owed or wanted to own an Apple product, but I clearly see the draw to
their customer base with each new product they design.
1. How has Apple implemented the marketing concept?
Apple implements their marketing concept by looking at the
humanistic approach to the technological market they work in. Their focus is on
the customer needs through design, imagination, and innovation. They create an
emotional brand that rises above their competition.
2. Describe the role of Apple stores as an important part of
its marketing strategy?
Apple designs their stores to allow customers to feel
comfortable by allowing one on one interaction with their staff within minutes
of being in the store. They offer stations that allow customers to try their
latest products before making the decision to purchase.
3. What will Apple need to do to maintain product innovation
and customer loyalty?
As technology progresses Apple will want to continue to
focus on their customers needs to ensure that their customer needs are still
the main concern. If Apple deviates from their strategic market plan, they
could find themselves back in the same dire state of the early 1980s. Apple
should continue to update their processors every few years to remain the
dominate company in the industry. Customers require a company to continue to
offer great support and assistance. In today’s economy an empathetic company
will remain valuable to their customers.
Apple has done what most companies are unable to do, they
came back from near extinction to becoming the most popular technological
company in their industry. Steve Jobs helped to create the company and then was
the reason the company became the comeback kid of the technological industry. Apple
will remain at the top as long as they continue to put their customers needs at
the forefront of every new idea.
Moorman, Christine, “Why Apple is great marketer”, Forbes, http://www.forbes.com/sites/christinemoorman/2012/07/10/why-apple-is-a-great-marketer/
Yeung, Natalie, “The marketing strategy of Apple: A concise