Marketing (Apple)

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Introduction

This assignment seeks to take an in depth look at the company known as “Apple” the leading manufacturer of products such as the “iPhone”, the “iPad” and the Macbook Pro.
The name “Apple” was given to the company by co-founder Steve Jobs after he had spent some time at a local apple orchid, and decided the name would be perfect for the company as he felt that the word “Apple” was not one that caused customers to be frightened, threatened or alarmed and it did not make the company seem like all the other big corporations that were around at the time. It gave the customer a welcoming non-aggressive touch.

The company which now goes by the name “Apple Inc.” Was once formerly known as “Apple Computer Inc”, the late Steve Jobs and Steve Wozniak established it in 1976. In the beginning the two Steve’s came together to manufacture personal computers that had the model name of “Apple 1”. They managed to sell of their computers, that they made with parts that were ordered in on credit terms, all this was done without loosing a single share or any bit of ownership.

This product lacked a lot of all the basic features that one may find on today’s modern Pc’s. They were both college dropouts at the time when “Apple” was starting up, and their vision was to create a user-friendly computer, and create a new market for a small amount of people; they were trying to create a niche, but more so than offering a computer they were offering a new lifestyle, traditionally owners of apple products have usually been those that felt they were able to disband themselves with the everyday PC that ran the Microsoft OS (operating system)

“In terms of the span of the Apple brand, it was also able to go global wherein it allows consumers from at least 42 countries including, to name a few, Australia, Brazil, Germany and Taiwan to purchase its products. As of now, Apple Inc. operates more than 170 retail stores in the United States, Canada, Japan, Australia and United Kingdom. Most of its products go into these big markets and has been showing a steady increase in revenues and sales.”

Promotional Mix

A promotional mix is refers to the different ways in which a company will market their brand and products

Product

Portable Computers – Includes Macbook pro’s, imac’s and Macbook Air iPods - including iPod Shuffle, iPod Nano, ipod Classic

Price

Apple is known as a high end product and brand; it doesn’t really try and compete with most companies where price is concerned. They usually reduce prices months after the product has been launched.

Place

Apple has over 200 company outlets worldwide, which solely distribute apple products. Some countries include, America, United Kingdom, China and Canada.

Promotion

Apple has some back-to-school offers; some of these promotions are aimed at college students. Their online store also offers free shipping to purchases over $50

ORGANISATIONAL OBJECTIVES

Before we take a look at Apple’s organisational objectives let us take a look at what organisational objectives are.

Organisational objectives are long-range objectives that a company uses in the same way an ordinary person would use goals. For companies such information is usually found in their quarterly plans or 5 year plans. This helps the company’s employees with their work in the office as they have a clear sense of direction as to what they are working towards and not just working for the sake of producing results. It also allows for better results as everything that anyone in the company takes part in will be orientated around this objective, or these objectives, these objectives are usually influenced by stakeholders and also the nature of the business environment. Of course different stakeholder groups will have different objectives to suit their interests, for example.

Corporate objectives: These are objectives that affect the company as a whole and concern everyone employed by the company....
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