Apple Inc was created in 1976 by Steve Jobs and Steve Wozniak. The two students would not believe that they had founded one of the biggest companies of the 21th century. They started to produce their first item "Apple I" in their own garage. Soon, the demand for their product shot up and the homemade production began to rise.
The next step was to think global and create a computer that could be used by everyone in a larger production scenario. The Apple II was born in 1977 with the aid from Mike Markkuka who invested about $ 250 000 . .It was a huge success and the growth rate was unbelievable. A new market developed with the launch of this product: the personal computer market.
This market witnessed an unexpected growth till the present date as technologies incorporated into computers are nowadays more and more efficient and powerful.
Within a span of 30 years, this niche market transformed into a huge consumption market. In 2008, Gartner, a consulting practice estimated that about one billion of computers are used in the world. This can be attributed to the proliferation of computer skills and education to children present in developing countries as well.
Apart from computers, Apple focuses on its latest technological innovation-the iphone too. Its portfolio changed over the years and today, it has evolved from developing laptops to downloading platform with Itunes or mobile phones with Iphone.
The company has always faced crises periods by emerging with new products and efficient marketing strategies lead by its emblematic CEO Steve Jobs.
[...] Perhaps this explains the reason why Apple is not scared about the competition because they could provide an answer to nearly all the threats of new entrants very rapidly Threat of substitute products Apple Inc. is a self sufficient company. They produce their own hardware, software, operating systems and peripherals such as consumer electronics. This made it very difficult for competitors and new entrants to the market alike or to copy their ideas. There were many attempts to clone the Apple concept but none were successful, while other companies such as IBM became a victim to this. [...]
[...] Recommendations about Apple Inc's marketing strategy We have noticed that Steve Jobs has exerted a very important influence on the brand image. Unfortunately, it has its bad facets because it could be very dangerous. He is at the beginning of each buzz and his presentations called “keynote” (name of their main product presentation) are expected by all the specialized magazines and fans. This is because each launch brings the opportunity to know more about the products and about the development that Apple follows. [...]
[...] Environment of the market Apple Inc. has made its presence felt all around the world. Let us study the company's environment in France. The country has a strong economic power and is an important consumer of high end technologies. French households spend on average to of their annual budget in high tech products such as mobile phones, computers, MP3 devices, etc. This translates to around 1600 Euros per year. The existence of a huge market of about 26 million households in France only reinforces the ever expanding consumption market of the country. [...]
[...] By positioning the products in these places, Apple Inc would improve its brand image and also the ability to sell better than salesmen in the case of former retailers. Consumers can also be better advised about Apple's products. The Iphone would certainly benefit these new stores. Even if Orange was the only one that was able to sell Iphones at the launch, it's now open to other Tel-Cos, so that Apple can spread its products all over the country. Apple Store @ Carrousel du Louvre, Paris, France Promotion Strategy Apple employs one of the best communication strategies globally. [...]
[...] The five main aspects of Apple strategy Those aspects are inspired by the declarations of Steve Chazin, ex Apple marketing director. He confides some secrets and helps us to understand the marketing strategy of the brand. First of all, they are not selling one product but all the advantages that the products bring with. The best way to illustrate this fact is the impact of the applications that you can download for free or not with your Iphone platform. Moreover, Apple doesn't sell many products but just one which can reduce investment costs. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
