Apple vs. Lenovo BTEC Report

Topics: Computer, Personal computer, Apple Inc. Pages: 6 (1252 words) Published: October 10, 2014
Report on Marketing Techniques of Apple and Lenovo
Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on April 1, 1976, to develop and sell personal computers. It was incorporated as Apple Computer, Inc. on January 3, 1977, and was renamed as Apple Inc. on January 9, 2007, to reflect its shifted focus towards consumer electronics.

Apple Inc. is American multinational corporation headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, online services, and personal computers. It's the best-known hardware products are the:

Mac line of computers
iPod media player
iPhone Smartphone, and the
iPad tablet computer.
Its online services include, iTunes Store, and App Store. Its consumer software includes the OS X and IOS operating systems, the iTunes media browser, the Safan web browser, and the iLife and iWork creativity and productivity suites. Apple is very well-known around the globe because of its products and it capability. Apple has a lot of brands internationally and is now improving in their stock markets. As of now, Apple is increasingly gaining it goal to. Central to its phenomenal success in the last decade have been its original business aims which have been shaping it since its conception, and continue to set it apart from other companies, leading to Fortune magazine naming it the most admired company in America in 2008, and the most admired company in the world in consecutive years 2008, 2009 and 2010. From the time it was first opened, it has sought to makes itself distinct from other companies by seeking to avoid the traditional corporate culture of a fixed hierarchy. This was in part due to the independent thinking instilled in the company by its founders, Steve Jobs for example would reportedly walk around the offices barefoot, even after Apple Inc. Was a Fortune 500 company. The company's unconventional attitude has become its trademark in the form of its idiosyncratic advertising campaigns, and individualistic product designs. This desire to think outside the corporate box has has material results, as seen in the success of the original ipod model with its now world famous innovative design. 


Teenagers are considered one of Apple Inc.'s target markets. Teenagers use iPods for many reasons. Some of these reasons are to socialize with friends, listen to music and go on Facebook, MSN, twitter etc. There are also many gaming apps that appeal to them. IPods have become quite a trend with teenagers.


    College and university students are also targeted by Apple Inc. These students use Apple Inc. products such as iPad's, MacBook's, iPhone's etc to quickly record notes. These notes are kept organized in their devices. Also these products are light which makes carrying devices to and from school much easier. 


    Business people are very intrigued by Apple products. All Apple devices (iPhone's, iPad's, MacBook's etc.) have a business quality that is very useful. These devices are used to finish work efficiently and to communicate with clients easily. In addition, sending documentsis easy and organized. YOUNG CHILDREN AND KIDS :

    Apple products are also useful to young children and kids. The reason for this is that devices such as iPods and iPads are easy to use due to their touch screen quality which is good for children. Parents can download learning game apps on Apple devices to teach young children and kids. 


      Adults are also one of Apple Inc.'s target markets. iPhone's are useful to adults for their everyday needs such as phone calls, map directions, internet connection, documents and cameras. Carrying these small devices makes adults lives much easier forcommunicating daily. 

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