Apple Strategy

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Title: Pioneers in the Mobile Phone Industry: An Investigation of Apple’s Innovative Strategies and Current Business Model

Abstract
This paper tries to analyse Apple’s marketing strategy in recent years and the reasons why it has overshadowed its competitors focusing on four marketing strategies such as product strategy, pricing strategy, promotion strategy and distribution strategy, offering comparison between Apple and some main competitors (Samsung, Blackberry and Motorola)

Introduction
In recent years, humankind has witnessed a boom in many aspects of life, particularly in the area of computer and information technology. A multitude of mobile phone devices have been developed and introduced into the market, offering people a convenience which simply they never had before. Amongst a fiercely competitive technology market, the company Apple has been attracting a lot of attention and more and more has gained many brilliant achievements. And is famous for its technological innovation and sophisticated designs. Apple’s products like the iPhone has gained consumers’ fascination, and the iPhone is considered to be one of the most desirable gadgets at the moment. As Chris Morrison has put it: From the sleek design of its personal computers to the clever intuitiveness of its software to the ubiquity of the iPod to the genius of the iPhone, Apple consistently redefines each market it enters by creating brilliant gadgets that put the competition to shame (2009, p. 1) The Apple Company seems to be aware of how to stimulate consumers’ loyalty and, turning consumers from technology users to technology addicts. Although Apple was established later than some its competitors such as Samsung, Blackberry of Motorola, it still has overshadowed them through insightful marketing strategies. This essay will give an overview of Apple’s marketing strategy, focusing on the marketing strategies that have determined the company’s success over that of its competitors.

Definition of Marketing and Marketing strategy
Marketing is an essential ingredient of a company, which contributes to its success. By dint of being surrounded by a huge number of TV commercial, advertising posters or email pitches, many people believe that marketing is concerned only with selling and advertising. As the American Marketing Association (AMA) points out, “Marketing is the activity, the set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (Paul, & Chris, & Kelly, 2008, p. 6). While, on the other hand the Chartered Institute of Marketing (CIM) defines marketing as “the management process of anticipating, identifying and satisfying customer requirement profitably” (Paul, & Chris, & Kelly, 2008, p 6). Although, as seen above there are more than one idea about what marketing is, the emphasis on customers’ considerations and their needs is unquestioned. In terms, of marketing strategies, which is one of most important areas in the marketing field, Kotler and Armstrong note that marketing strategies are one of most essential activities a company or organization implements in order to satisfy its customers’ demands and establish profitable relationships in the market. In addition, a company’s strategies will help make up who their customers, their service method and its entire market is going to be (Phillip, & Gary, 2010, p. 27). In highly-structured organizations such as computer companies, it is necessary to establish good marketing strategies in order to effectively control and support all parts of the company. Hence, only when marketing strategy works effectively, can the marketing field play its prescribed role in a company. Apple’s Products and achievements

The Apple computer company was established in 1976. From then until now, it has developed from being a mere computer manufacturer to being a pioneer in personal...
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