Marketing Strategies for Apple and Dell

Topics: Apple Inc., Dell, Personal computer Pages: 6 (1993 words) Published: March 20, 2010
Apple Inc. is a multinational organization that manufactures consumer electronics. Its best known for the Mac, the iPod, the I-Phone, the recently launched iPad and for software the Mac OS X, iTunes, iLife. It was established on April 1, 1976 in California. It changed its name to Apple Inc. from Apple Computer Inc. on 9th January, 2007 since it was changing its focus to consumer electronics from personal computers. As of 2009, 35000 employees are registered with Apple. Apple is known to revolutionize the computer industry with its innovating and user-friendly devices which are powerful and look eye-candy.

Dell Inc. is a multinational organization that manufactures PCs and ropes related products and services. It was established in 1984 in Texas by Michael Dell as PCs limited intended to retail IBM PC-friendly computers from stock components. It changed its name to Dell Computer Corporation in 1988. In 2003, its name changed to Dell Inc. As of 2009, 76,500 people are registered with Dell. Dell is known for its direct customer relation. It provides customers with PCs having components of their choice. There is no middle-man between the customer and the manufacturer. Customers can logon to the Dell website and order the PC of their choice.

Situation Analysis for Apple:
During the span of the company, it was led by a number of chief executives. Each of them had their own ideas on how the company should be and made changes accordingly. Some of the characteristics of the company have been lost but the company still has a reputation for fostering individuality and excellence that draws talented people to its work force. Some of the problems Apple has faced and overcome:

Scenario 1
In the early years, apple were months late in schedule to create their softwares. Also their sales people did not have direct access to the corporations therefore the company failed to portray a good business image to the market. Due to this issues, the workers kept resigning. Apple then began to adjust its products and marketing strategies in such a way that would better fit the computer industry environment. The products they made were filled out with what the customers actually demanded. To pursue the business segment, the company now hired employees with professional business backgrounds as they would be able to handle the corporate managers who were similar to them. The business market expansion resulted in a 30% increase in Apple’s sales from $1.9 billion in 1986 to $2.66 billion in 1987.

Scenario 2:

there were many issues between Apple’s sales, marketing, and engineering departments. “The technical people didn’t respect the marketing department and the marketing department were disorganized. The senior management were all busy in managing their own departments. Sculley, the CEO of apple in an effort to centralize operations and involve Apple’s senior management in day-to-day decisions, created a new position of Chief Operation Officer. This also gave him more time to spend on long term planning. The growth of the company made it realise that its markets were distinct and required different expertise. Apple splitted the international divisions and made the U.S. sales market, the Apple USA division.

Scenario 3:

The position of Apple had dropped down to being the last among the electronic companies as in May 2008, a non profit organization named Climate Counts, gave only 11 points to Apple out of a possible 100. To resolve this issue Apple upgraded the iMac and Macbook in October 2009.

Scenario 4:

The labourers in China who worked for Apple were kept in unfavourable conditions and were given a low pay. This issue was bought to the attention to the people through media. As soon as these allegations were made, Apple launched a full investigation and worked with their manufacturers to ensure that conditions were acceptable to Apple.

Situation Analysis for Dell:
Dell PC first came into existence in 1986. Since then, it has...
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