Case Assignment WeekOneMRKT 5000 OnlineCourseAdrianna PerryConsumers Take a Shine to Apple, Inc. Case Summary:Apple is an innovative company in the technology field withproducts such as the Iphone, Ipad, and computers. In the early 1980s the companywas near bankruptcy until the return of Steve Jobs back to the position of CEO.
Steve Jobs returning to the corporation helped bring new innovative ideas,strategic planning, and the desire to place more focus on customer relations.This desire to put customer needs first is what allows Apple to revolutionizethe market with their newest creative products and be successful with them.Apple products are offered in the market at above normal prices compared toother corporations, keeping the prices at a higher tier has allowed customersto perceive Apple products as prestige and therefore increasing the demand toobtain the newest when released in the market. Apple is considered to have thehighest quality products in the market.
Key Marketing Issues:· Marketing environment—the marketing environmenthas several elements including technological forces, sociocultural forces, andcompetitive forces. These forces allow the customer to become the main focus ofthe corporation so that new products meet the expectations of customers. Appleis well known for taking their customer needs into consideration when creatingnew products.
· Customer Relationship Management(CRM)—Organizations need to use customer information as a guide to strategicmarketing to develop and maintain customer relationships. Apple has been givenhigh praise for their superior customer service strategies.· Market Share—The percentage of the market thatbuys a particular product from the company. Apple gained the market sharepercentage when they took the market share percentage away from theircompetitors.· Strategic Marketing Management—Consists of theprocess of planning, implementing, and evaluations of the performance of themarketing activities and strategies, whether effectively or efficiently. Thereturn of Steve Jobs to Apple redefined their strategic marketing managementwhen he did a through evaluation of the current strategy and begin research ofthe customer needs to implement a new successful strategic plan.· Strategic Business Unit—The division, productline, or profit center within the company.
Apple offers a various product line includingdesktop computers, laptops, tablets, smart phones, and portable music players.· Research and Development—Organizations should beaware of new research and be able to develop new products. Apple stays ahead ofthe technology market by continuing to develop new research and products basedon customer input and needs for the market.Personal Case AnalysisI have realized that Apple has a better concern for theircustomer needs than any other company in their industry. Apple utilizes socialmedia platforms to help entice new customers to purchase their products andkeep old customers interested.
Apple will need to continue to focus on theircustomers moving into the future so that their brand can maintain theirprestigious status among their industry, if they lose focus of their customerneeds the could lose long-time customers and potential new customers. I havenever owed or wanted to own an Apple product, but I clearly see the draw totheir customer base with each new product they design.Case Questions1. How has Apple implemented the marketing concept?Apple implements their marketing concept by looking at thehumanistic approach to the technological market they work in. Their focus is onthe customer needs through design, imagination, and innovation. They create anemotional brand that rises above their competition.
2. Describe the role of Apple stores as an important part ofits marketing strategy?Apple designs their stores to allow customers to feelcomfortable by allowing one on one interaction with their staff within minutesof being in the store. They offer stations that allow customers to try theirlatest products before making the decision to purchase. 3. What will Apple need to do to maintain product innovationand customer loyalty?As technology progresses Apple will want to continue tofocus on their customers needs to ensure that their customer needs are stillthe main concern. If Apple deviates from their strategic market plan, theycould find themselves back in the same dire state of the early 1980s. Appleshould continue to update their processors every few years to remain thedominate company in the industry.
Customers require a company to continue tooffer great support and assistance. In today’s economy an empathetic companywill remain valuable to their customers.ConclusionsApple has done what most companies are unable to do, theycame back from near extinction to becoming the most popular technologicalcompany in their industry. Steve Jobs helped to create the company and then wasthe reason the company became the comeback kid of the technological industry. Applewill remain at the top as long as they continue to put their customers needs atthe forefront of every new idea.
Works CitedMoorman, Christine, “Why Apple is great marketer”, Forbes, http://www.forbes.com/sites/christinemoorman/2012/07/10/why-apple-is-a-great-marketer/Yeung, Natalie, “The marketing strategy of Apple: A conciseanalysis”, http://www.versiondaily.com/the-marketing-strategy-of-apple-a-concise-analysis/