Swot Analysis
Corporate resources: Marketing
Apple designs, manufactures and markets personal computers and related software, peripherals and personal computing and communicating solutions. How can
Marketing and Sales achieve a competitive advantage and add value in the value chain? For example, customers are attracted to Apple’s Macintosh computers for a variety of reasons, including the reduced amount of training resulting from the Macintosh
Computer's intuitive ease of use, advanced graphics capabilities, industrial design
Features of the Company’s hardware products, and ability of Macintosh computers to network and communicate with other computer systems and environments. These attributes need to be addressed by the marketing department and communicated to potential customers. The key success factor is to create value by igniting people's imagination and create a favourable impression of the products by means of brand positioning, advertising, and promotion. Apple’s marketing strategy is to put its costomers first: “Apple creates, manufactures, and markets computing products so people can use them to make their lives better.
Apple strives to understand our customers’ needs, to provide customers with the tools and skills to enhance their use of Apple products, and to be courteous and instructive.” At Apple creativity, innovation, and customer responsiveness are seen as highest principles therefore clearly formulating them as biggest responsibilities in their marketing policies. This view of conducting business goes hand in hand with their mission statement that “
Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings. So as one can obviously understand the marketing goals of the company are coherent with the overall objectives of Apple.
Marketing strategy
As Steve Jobs took over Apple
Apple designs, manufactures and markets personal computers and related software, peripherals and personal computing and communicating solutions. How can
Marketing and Sales achieve a competitive advantage and add value in the value chain? For example, customers are attracted to Apple’s Macintosh computers for a variety of reasons, including the reduced amount of training resulting from the Macintosh
Computer's intuitive ease of use, advanced graphics capabilities, industrial design
Features of the Company’s hardware products, and ability of Macintosh computers to network and communicate with other computer systems and environments. These attributes need to be addressed by the marketing department and communicated to potential customers. The key success factor is to create value by igniting people's imagination and create a favourable impression of the products by means of brand positioning, advertising, and promotion. Apple’s marketing strategy is to put its costomers first: “Apple creates, manufactures, and markets computing products so people can use them to make their lives better.
Apple strives to understand our customers’ needs, to provide customers with the tools and skills to enhance their use of Apple products, and to be courteous and instructive.” At Apple creativity, innovation, and customer responsiveness are seen as highest principles therefore clearly formulating them as biggest responsibilities in their marketing policies. This view of conducting business goes hand in hand with their mission statement that “
Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings. So as one can obviously understand the marketing goals of the company are coherent with the overall objectives of Apple.
Marketing strategy
As Steve Jobs took over Apple