Apple Research Paper

Only available on StudyMode
  • Download(s) : 132
  • Published : November 16, 2014
Open Document


Text Preview
Apple Inc.
Texas A&M University – Commerce

Table of Contents
Abstract3
Apple Inc.4
Product4
Promotion5
Place.6
Competitive Environment……………………………………………………………..…10 Conclusion…………………………………………………………………………….....12 References14
Tables………………………………………………………………………………….…15

Abstract
This research paper is designed to evaluate and discuss the history and marketing strategies of Apple Incorporated. In this paper the reader will find information on the four P’s of Apple’s marketing mix; Product, Promotion, Place, and Price, along with information on their Competitive Environment.

Apple Inc.
Apple, Incorporated developed from the friendship and interests of Steve Wozniak and Steve Jobs. Together Wozniak and Jobs collaborated the development of the “Apple I in the early 1970s. The Apple I was a step ahead of most computers of the time featuring a use of TV as a display system and a cassette interface for recording programs” (Friesner, 2014, p. 1). Nearly 4 decades later, Apple Inc., is a well-respected leader in the Information Technology industry. Once upon a time when Apple launched the first iPhone – Apple was well ahead of all competitors, however in 2014 with the launch of iPhone 6, Apple is far behind the Samsung Android devices. Even though Apple does not pack the technology housed in the Samsung devices, people around the world waited outside for days in line for a new iPhone 6. The reason behind Apple’s current leadership is their fool proof marketing strategy, this strategy makes consumers want their products – simply because they are Apple products. To further evaluate and understand Apple’s marketing strategy, this research paper will break down the original marketing mix; product, promotion, place, and price. In addition to evaluating Apple’s marketing mix, their competitive environment will also be evaluated to give a complete understanding of how they have remained at the top for so long, and who they are competing against for that spot. Product

Kotler and Keller define product as “anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, person, places, properties, organizations information, and ideas” (Kotler & Keller, 2012, p. 347). The product decision involves deciding what goods or services should be offered to a group of customers. These product decisions also involve differentiations, product lines, branding and image positioning (Jobber, 2007). Apple Inc. offers many products to support their customers both home users, and business. Apple currently offers portable computers; [Mac Book Pro, iMac, MacBook Air, Mac Mini and Xserve], servers; [Xserve, Xsan, MacOS X Ser, MobleMe], accessories; [MagicMouse, Keyboards, Led Cinema Displays], Wi-Fi based stations; [Airport Express, Airport Extreme, Time Capsule], Developer tools; [Developer Connection, Mac Program, iPhone Program], iPod; [iPod Shuffle, iPod Nano, iPod Classic], iPhones; [iPhone 1 through iPhone 6, and iPad], iTunes; [used for downloading TV shows, audio books, games, and music], and Peripheral products such as printers, storage devices, digital videos and cameras. Promotion

Promotion is a major key to having a strong marketing strategy. Look at musicians for example, in small towns all over the world there are talented artists that could easily blow current celebrity artist out of the water, however even though their product is better – the world has not discovered them yet. Apple was not the first company to create products such as MP3 players and phones, however they were the first company to actually promote their product in a successful way that even today keeps them ahead of their competitors. A competitive advantage is the achievement to provide superior performance through differentiation to provide superior consumer value or by managing to achieve lowest delivered cost. “Apple Inc. used iPod to...