Customers Take a Shine to Apple, Inc.
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Customers Take a Shine to Apple, Inc.
Apple was in a near extinction in the early 1980s, with some of its products becoming flops. At this time, Steve Jobs, the company co-founder, along with Steve Wozniak and Ronald Wayne, had left the company due to internal conflicts. His return had a significant impact on the operations of the company. It adopted a market orientation that gathered intelligence on the customers’ needs even before they thought they needed them. The company was valued at US$700 billion in 2015, being the first to get to that level (Alnabhan, 2018). The company’s product strategy is established on ease of use, seamless integration, and innovative designs. Since the return of Steve Jobs, Apple has reached the pinnacle of innovation and iconic brand status.
Key Marketing Issues
- Maintaining customer loyalty- The company’s customers are used to the quality services that Apple offers. Therefore, the company must maintain its status to avoid losing customers to competitor brands.
- Recognizing trends- Over the many years of its existence, Apple has been leading its competitors to identify trends and work on them. To maintain its relevance, the company always seeks to uncover the next big product.
- Product diversification- To maintain and increase their customers, Apple provides a wide range of products to suit their different needs.
- Product differentiation- The company holds patents to protect the company against imitation by its competitors. It has to make products different from those of its competitors to maintain its status.
- Market share- No other company in the industry has a bigger market share than Apple. They have to maintain the quality of their products to maintain this share.
Personal Case Analysis
I learned that there is a Mac cult formed purposely for Apple’s diehards. I think this prestigious status of the company is because it is concerned with its customer needs more than its competitors. Apple has a way of developing products that cater to all its customer needs. I own some of their products, so I clearly understand why they are the IT industry leaders.
Case Questions
- How has Apple implemented the marketing concept?
Apple takes a humanistic approach to the technological market. They focus on consumer needs through design, imagination, and innovation. They relate with their customers on an emotional level hence rising above their competitors.
- Describe the role of Apple Stores as an important part of its marketing strategy.
Apple stores have stations where customers are allowed to use their latest products to learn firsthand their products’ distinctive features.
- What will Apple need to do to maintain product innovation and customer loyalty?
Apple needs not to deviate from their strategic market plan. They need to make sure that they regard customer needs as their main concern. To maintain its customer loyalty, the company has to continue supporting and assisting their customers.
Conclusions
Apple will maintain its precious status if it continues considering its customer needs at the forefront of its new inventions. They should also maintain product quality; else they will be back to where they were in the early 1980s.
References
Alnabhan, O. (2018). Marketing New Products. Apple Inc. https://d1wqtxts1xzle7.cloudfront.net/63186440/Marketing_New_Products._Apple_Inc20200503-23215-1aehit6.pdf?1588551705=&response-content-disposition=inline%3B+filename%3DLiterature_Review_Marketing_New_Products.pdf&Expires=1603664807&Signature=HTQOn9Zu79e2b9YzJBnrQ7O3wfcrvKzTrSrfM0VB11jD423pdohIH8veXqms9d6IcSKNxLRGamlNsXyeZv69~Rlgxe9M9-gxhvgCOed8oJi8T0VtocVuf9y12O29ezPCj26FnquJSenWgAxgI9wZk8nWu~13IEk4Gy9nIA1lQr3k3jT2JPpX9vFyqH4lnI4jjpKuXV~~Z57cYOFhNzFcpa~9bgA02bAGuUk07q9ekqMyJZpLaTI20Sa1trbm~aqSU7xhJOdSDigzXTaf4TqqMHYdb~1jDWYxa7YDgDsRpdVgw5tpz-DM8Bc3Zmf~SRFo1wdv6YwF51qzY1X0kezPJA__&Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA