Topics: Apple Inc., Steve Jobs, Brand Pages: 5 (1218 words) Published: March 17, 2013

In the changed business scenario where organizations are required to compete globally, benchmar KEks have become global, organizations survival and excellence requires not only meeting local but also global standards. Thus, aim of the companies is not just restricted to their survival but also generation of revenue and establish themselves distinctive from others as an international brand.

Apple is one of the leaders when it comes to Innovation in product design and customer satisfaction. Apple very well does it’s homework when it comes to product development and marketing strategies related to it. .

It has been said that one should strategize keeping in mind strategies adopted by its competitors and rivals, but in this case Apple is the one who enjoys advantage over others and is followed by its competitors in terms of products and positioning of their products in the minds of the target customers, this is because Apple leads the consumer electronics market not only by strategizing differently but also by the assortments of quality electronic gadgets it offers.

The marketing strategies are generally designed by the top level management and are formulated by the lower level management. The middle level communicates the strategies to the lower level managers to market their products.

The marketing strategies are formulated with a view to convert potential customers into customers and existing consumers into loyal consumers which result in repurchase.


Apple Inc. is an American multinational corporation which is the world leader in consumer electronics, computer software, and personal computers. It was incorporated on January 3, 1977 by the name of Apple Computer, Inc. but changed its name to Apple Inc. in the year 2007. Apple was a dream of the man behind its success, and the legend himself - Steve Jobs. Steve was later joined by Steve Wozniak and then Ronald Wayne who invested in the company. With over 350 retail outlets all over the world, Apple is headquartered at Cupertino, California, U.S The company is best-known for its hardware products especially Macintosh line of computers which was introduced way back in 1984 which revolutionrised the market of desktop computers, though it was bulky and had few flaws but it was the beginning of their rise and contributed to further innovations and re-inventions. Till 1998, Apple had established itself as an emerging computer hardware manufacturer with many ups and downs as one may face but with the design team which was led by Jonathan Ive, it boosted Apple’s sale of its new All-in-one computer -The iMac. Computers are still an important part of the product mix which is offered with the great line of products such as Ipods, Iphones and Ipads, but popularity these days are of music-related products such as its digital music player (iPod) and online music store(iTunes) and also the new captivative touch screen devices which includes all the Iphones and Ipads, etc. Apple's desktop and laptop computers all of which feature its OS X operating system - include its Mac mini, iMac, and MacBook for the consumer and education markets, and more powerful Power Mac and MacBook Pro for high-end consumers and professionals involved in design and publishing.

* TO Learn about PRODUCT ofFERINGS OF Apple.
* target customers fOR these products.
* To see how effective are Apple’s promotional and positioning strategy. * To find out the Apple’s market share.
* SWOT of Apple Inc.
* To find out the level of Awareness about Apple products. * To find out the most preferred brand in the market.


Market segmentation strategy involves dividing the market into groups, where individuals have similar needs and wants for services and products. It could also be a segmentation of people on the basis of behavior, culture and economic status. Q)...
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