Apple Inc. designs, manufactures, and sells personal computers, computer accessories and computer related software. The company also offers peripherals, networking solutions and other related services. Additionally, Apple computers designs, builds, and markets a wide array of portable digital music players, telecommunication devices alongside related accessories and services (Cameron & Quinn 2011, p 288). Apple Inc owes its recent success in the highly competitive computer industry to its situation, marketing strategy and product mix that have gone a long way market the Apple brand as leader of good quality and satisfactory experience. The success of the company borrows draws a lot of inspiration from the ingenuity of its fallen CEO Steve jobs whom through his visionary leadership maintained imaginative ways doing business (Cameron & Quinn 2011, p 288). Most importantly, Apple Inc is run through a combination of great strategy, innovative marketing, exceptional products and excellent product style and design.
Apple’s Marketing Approach
According to Ireland, Hoskisson and Hitt (2008, p 10), Apple employs a customer focused marketing strategy. In so doing, the company focuses its operations on a specific area of expertise to emerge stronger in presenting the global market with a group of products that emphasize the superior technology through lean channels of distribution. Geographical segmentation plays a major role in the marketing approach by presenting geographical markets such as the US, Europe, Latin America and Africa with limited products varieties that include personal computers, networks, software, personal organizers, telecommunications devices, and other technology integration products (Ireland, Hoskisson and Hitt 2008, p 11). Apple’s target end user professional markets and students who keep abreast with high powered technological innovations.
According to McDonald...