Marketing strategy of Apple Computer Inc Whither the Mac

Posted by Zander Henry on Aug-22-2018

1. The vision of Apple Computer Inc Whither the Mac

The vision of Apple Computer Inc Whither the Mac is to be the leading quality service and product provider for customers. Being the best and the leading player means that Apple Computer Inc Whither the Mac marketing strategy and operations focus on:

• Providing high quality of products and services
• Providing value to customers
• Concentrate on building customer experience

2. The mission of Apple Computer Inc Whither the Mac

Apple Computer Inc Whither the Mac marketing strategy is grounded in its mission. The mission for Apple Computer Inc Whither the Mac is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Apple Computer Inc Whither the Mac as it focuses on all operations and marketing activities in the direction of:

• Consumer centrism
• Using research to understand and influence consumers

3. Brand Equity of Apple Computer Inc Whither the Mac

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Apple Computer Inc Whither the Mac. The knowledge of brand equity will help in shaping Apple Computer Inc Whither the Mac marketing strategy effectively – thereby facilitating the growth of business for Apple Computer Inc Whither the Mac.

3.1. Brand awareness

• Apple Computer Inc Whither the Mac has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Apple Computer Inc Whither the Mac has modified marketing and strategic directives and plans

3.2. Brand association

• Apple Computer Inc Whither the Mac is directly associated with the brand name and product category
• Apple Computer Inc Whither the Mac has a broad product portfolio
• Apple Computer Inc Whither the Mac is associated with promising and delivering quality and innovative products
• Apple Computer Inc Whither the Mac is also associated with excellent customer service

3.3. Brand loyalty

• Apple Computer Inc Whither the Mac has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• Apple Computer Inc Whither the Mac has a global customer base
• Apple Computer Inc Whither the Mac keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• Apple Computer Inc Whither the Mac has a substantial brand value
• Apple Computer Inc Whither the Mac also enjoys the high financial worth
• Apple Computer Inc Whither the Mac focuses on building a reliable and robust employee base

3.5. Brand element

• Apple Computer Inc Whither the Mac uses the brand element as a means of competitive advantage
• Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of Apple Computer Inc Whither the Mac

The situational analysis will help in developing the marketing strategy of Apple Computer Inc Whither the Mac by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of Apple Computer Inc Whither the Mac.

4.1. SWOT

4.1.1. Strengths

Apple Computer Inc Whither the Mac marketing strategy can benefit from the following internal advantages:

• Strong brand image
• Global distribution network
• Investment in market research
• Innovation

4.1.2. Weakness

Apple Computer Inc Whither the Mac faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Apple Computer Inc Whither the Mac has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Apple Computer Inc Whither the Mac faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Apple Computer Inc Whither the Mac operates I markets with political stability
• Apple Computer Inc Whither the Mac has funding support from the government for small businesses

4.2.2. Economic

• Apple Computer Inc Whither the Mac enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Apple Computer Inc Whither the Mac
• Low inflation strengthens the financial position of Apple Computer Inc Whither the Mac

4.2.3. Social

• Higher education and awareness increases sales of Apple Computer Inc Whither the Mac predict
• Apple Computer Inc Whither the Mac focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Apple Computer Inc Whither the Mac has an active CSR program
• Apple Computer Inc Whither the Mac ensures environmental safety in all its operations

4.2.5. Legal

• Apple Computer Inc Whither the Mac is aware of local and global laws of business and human resource management
• Apple Computer Inc Whither the Mac abides by all statutes – especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

• High risk of replacements
• Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

• New entrants need high financial investment
• New entrants need updated technology for keeping par with industry progress

4.3.3. Bargaining power of buyers

• Sales made to end consumer directly
• Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

• Multiple suppliers of raw materials
• Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

• High industry rivalry
• Players offer similar products
• Players compete through marketing to influence consumers

5. Marketing Objectives for Apple Computer Inc Whither the Mac: The Marketing Strategy of Apple Computer Inc Whither the Mac

Apple Computer Inc Whither the Mac marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Apple Computer Inc Whither the Mac brand and products by 30%
• Increase sales for Apple Computer Inc Whither the Mac by 40% by the third quarter of the financial year
• Achieve a trial rate for new products of 10% during the first quarter of the launch
• Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

• Increase top of mind recall by 65% during the current fiscal year
• Increase brand recognition by 80% during the first two quarters of the current financial year

5.3. Increased use of digital marketing

• Acquire 25,000 new online customers during the financial year
• Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
• Acquire 65,000 likes on the official Facebook page of Apple Computer Inc Whither the Mac during the first quarter of the financial year

5.4. Retail Growth

• Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
• Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year

6. Segmentation of Apple Computer Inc Whither the Mac

Apple Computer Inc Whither the Mac marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Apple Computer Inc Whither the Mac has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Apple Computer Inc Whither the Mac has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Apple Computer Inc Whither the Mac, according to the marketing strategy, are in the following various life cycle stages:

• Single students
• Single graduates
• Single people living at home/not living at home
• Young couples without children
• Married couples with one to four children – all at home
• Married couples with one or two children in college
• Old married couples with an empty nest

6.1.4. Occupation

The marketing strategy devises the following occupations for Apple Computer Inc Whither the Mac consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Apple Computer Inc Whither the Mac focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Apple Computer Inc Whither the Mac consumer segments have the following lifestyle characteristics:

• They aspire towards a better and higher living standard
• They want to be successful – professionally and socially
• They are not hesitant to try new things, products and services in life
• They are confident in their behaviour and attitude
• They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. Region

• Apple Computer Inc Whither the Mac has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
• It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

• The focus of Apple Computer Inc Whither the Mac remains on the urban part of the population

6.4. Behavioural segmentation

6.4.1. Personality

The marketing strategy defines personality characteristics for the consumers of the brand of Apple Computer Inc Whither the Mac, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Apple Computer Inc Whither the Mac are regular and frequent users of the product

6.4.3. Benefits sought

• Consumers seek functional benefits
• The focus, however, is more on the emotional benefits reaped from the consumption of the brand

6.4.4. Degree of loyalty

• Consumers are very loyal
• Have an emotional attachment with the brand

7. Targeting of Apple Computer Inc Whither the Mac Positioning of Apple Computer Inc Whither the Mac

The marketing strategy of Apple Computer Inc Whither the Mac targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Apple Computer Inc Whither the Mac is from middle to upper class
• The target market is ambitious and desires to purchase high-end consumer products
• This target market also seeks affordability
• To meet target market expectations, the Apple Computer Inc Whither the Mac focuses on quality control

7.2. Mass marketing

• The marketing strategy of Apple Computer Inc Whither the Mac focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Apple Computer Inc Whither the Mac makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Apple Computer Inc Whither the Mac does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Apple Computer Inc Whither the Mac also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.

7.4. Focus on quality

• Apple Computer Inc Whither the Mac has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
• No compromise on quality has been made in the broad product portfolio
• To ensure the influence of a single marketing strategy, the Apple Computer Inc Whither the Mac has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
• This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of Apple Computer Inc Whither the Mac

The marketing strategy of Apple Computer Inc Whither the Mac stands out from the clutter and competition. Apple Computer Inc Whither the Mac has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Apple Computer Inc Whither the Mac has utilized:

8.1. Cost-effectiveness

• Apple Computer Inc Whither the Mac focuses on reaching consumers effectively rather than grandeur
• Apple Computer Inc Whither the Mac focuses on developing an integrated marketing approach
• The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
• Apple Computer Inc Whither the Mac has in-house copywriters for marketing campaigns which also helps in controlling costs
• Apple Computer Inc Whither the Mac also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• Apple Computer Inc Whither the Mac has stayed updated with latest developments in marketing research and marketing knowledge
• Apple Computer Inc Whither the Mac makes use of new and innovative tactics to reach its target consumers
• Apple Computer Inc Whither the Mac also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by Apple Computer Inc Whither the Mac is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• Apple Computer Inc Whither the Mac marketing strategy is strongly grounded in consumer and market research
• Apple Computer Inc Whither the Mac makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• Apple Computer Inc Whither the Mac also incorporates consumer feedback in its marketing strategy
• Apple Computer Inc Whither the Mac marketing strategy is based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

• Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by Apple Computer Inc Whither the Mac
• In addition to fulfilling functional needs, Apple Computer Inc Whither the Mac also tries to fulfil the emotional and psychological needs of the consumer
• Apple Computer Inc Whither the Mac tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Apple Computer Inc Whither the Mac

Apple Computer Inc Whither the Mac marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Apple Computer Inc Whither the Mac makes use of intensive distribution strategy because it is mass marketing
• Apple Computer Inc Whither the Mac’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
• With the use of the intensive distribution, Apple Computer Inc Whither the Mac tries to maximise its coverage of the markets where it's present
• For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.

9.2. Direct distribution strategy

• Apple Computer Inc Whither the Mac uses direct distribution country of origin as well as in locations where it has subsidiary operations
• The Apple Computer Inc Whither the Mac also makes use of modern retailing channels
• Also, Apple Computer Inc Whither the Mac makes use of e-commerce and makes a sale through online retailers, as well as through the company website
• Direct distributions have allowed Apple Computer Inc Whither the Mac to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the Apple Computer Inc Whither the Mac does not have a subsidiary
• In these offshore locations, Apple Computer Inc Whither the Mac largely works through the export model
• This makes use of several intermediaries in between, before the product by Apple Computer Inc Whither the Mac reaches the target consumers
• Intermediaries for Apple Computer Inc Whither the Mac include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

• For some products of its portfolio which are premium in nature, Apple Computer Inc Whither the Mac makes use of selective distribution channel
• Apple Computer Inc Whither the Mac has maintained a few outlets in the country of origin, and in selected offshore markets for these products
• These placements and locations are chosen based on the niche market that Apple Computer Inc Whither the Mac has for its premium products
• These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience

10. Competition Analysis in the marketing strategy of Apple Computer Inc Whither the Mac

The industry in which Apple Computer Inc Whither the Mac operates is very responsive to market and consumer trends. Apple Computer Inc Whither the Mac, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

• Apple Computer Inc Whither the Mac competes with direct and close competition based on quality and price
• Consumers choose between different companies from the industry based on their functional offering
• Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
• Apple Computer Inc Whither the Mac also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer

10.2. Industry rivalry

• Apple Computer Inc Whither the Mac experiences high industry rivalry
• The barriers to entry for the industry are low, and new entrants gain easy access in the industry
• The number of local as well as global players is increasing

11. Marketing mix of Apple Computer Inc Whither the Mac

The marketing mix for Apple Computer Inc Whither the Mac as per the marketing strategy is the following:

11.1. Product

• Apple Computer Inc Whither the Mac has a broad product portfolio
• Apple Computer Inc Whither the Mac provides mass marketed products for all segments across the market undifferentiated
• Apple Computer Inc Whither the Mac also provides some selected, premium products to niche customer groups
• All products in the portfolio consistently maintain high quality
• All products are tailored to meet consumer specifications, demands and needs across different regional markets
• The Apple Computer Inc Whither the Mac maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Apple Computer Inc Whither the Mac wants to have a close, emotional and personal relationship with its consumers
• The company maintains high control in its distribution strategies – especially through direct distribution strategy
• The company has a presence in leading supermarkets
• The Apple Computer Inc Whither the Mac also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Apple Computer Inc Whither the Mac also makes use of e-commerce to increase penetration and sales

11.3. Price

• The Apple Computer Inc Whither the Mac prices its products so that its target consumers can afford it easily
• Apple Computer Inc Whither the Mac uses relative pricing strategy for its products
• The price of Apple Computer Inc Whither the Mac’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
• The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

• The Apple Computer Inc Whither the Mac has a high budget allocated towards marketing activities
• The Apple Computer Inc Whither the Mac invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed Apple Computer Inc Whither the Mac marketing strategy to cap costs and expenses
• Apple Computer Inc Whither the Mac also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• Apple Computer Inc Whither the Mac also invests in traditional media channels to reach maximum consumers in the market

11.5. People

• Apple Computer Inc Whither the Mac has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• Apple Computer Inc Whither the Mac hires without discrimination
• Apple Computer Inc Whither the Mac ensures that its employees remain motivated through building an inspirational and creative organizational culture
• Apple Computer Inc Whither the Mac focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at Apple Computer Inc Whither the Mac - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Apple Computer Inc Whither the Mac are well defined, and well communicated to all employees
• All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
• The systematic processes also ensure a smooth running of operations at the Apple Computer Inc Whither the Mac

11.7. Physical evidence

• The physical evidence for Apple Computer Inc Whither the Mac includes the company logo, company store designs, and the product packaging
• Satisfied and excited customers in the retail spaces of Apple Computer Inc Whither the Mac, as well as during product consumption create a bubbling and an inviting atmosphere
• The e-commerce website for retail by Apple Computer Inc Whither the Mac is also designed with a friendly customer interface to allow maximum interaction with the brand
• The store designs created by Apple Computer Inc Whither the Mac for its retail space allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of Apple Computer Inc Whither the Mac

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Apple Computer Inc Whither the Mac interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
• The company also shares information and build relationships with consumers through digital marketing
• Apple Computer Inc Whither the Mac also makes use of blogging, emails, and content creations as a means of digital marketing

12.2. Conventional marketing

• The company uses a 360-degree approach in its marketing strategy
• This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements

12.3. Influencers

• For direct, on-ground engagement, the company uses influencers
• Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the Apple Computer Inc Whither the Mac brand

13. Monitoring and evaluation of the marketing strategy of Apple Computer Inc Whither the Mac

13.1. Changes in sales

• Apple Computer Inc Whither the Mac regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Apple Computer Inc Whither the Mac
• Sometimes, Apple Computer Inc Whither the Mac experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Apple Computer Inc Whither the Mac frequently conducts focus groups and surveys to identify its brand worth
• These methods also help the company identify brand value, brand recall, and brand recognition
• Focus groups allow Apple Computer Inc Whither the Mac to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Apple Computer Inc Whither the Mac can also be seen through the revenue and profit growth
• Return on investment allows Apple Computer Inc Whither the Mac to effective gauge the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

• All marketing objectives set by Apple Computer Inc Whither the Mac are SMART
• The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
• Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of Apple Computer Inc Whither the Mac