This formal report is formed with the aim of simplify the term marketing strategy. “A marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage”.Main aim of forming this report is to clearify the term “Marketing Strategy”. Marketing strategy assignment basically means to increase the sales of the company by optimally using the available resources of the company. It is basically putting different tools in action to promote the sales and the product. Various tools are being used to set any marketing strategy by looking after the market condition, they are market segmentation, target market and SWOT analysis etc. is being used for marketing the product (Shankar and et al., 2012).
This report comprised of the brief introduction of Apple organization and their strategies which are in action presently to cover the large part of sales in the. The work is to find out that what tectiques of marketing, Apple are using to promote their product globally. Proper analysis of Apple is also discussed to know more about the companies position. What activities they are using by its marketing department? This report include brief introduction of APPLE and its marketing strategies to gain the market share and all its depth analysis which we think should be consider necessary to analysis of such a big company. Apple was founded in 1976, by Steve jobs and Steve wozniak, situated in California with 394 retail stores (O’grady, 2009).
The objective of this report is to find out that what problems Apple are facing and what their reasons behind it. So they are low engagement of medium class people because they are not appealing to the price conscious customer. Apple faces the problems of changing customer taste because competitor also coming up with the best phones in the market with low price as compared to them. Low customization and prices are too high. This leads to a lower market share of Apple (Fifield, 2012).
SWOT Analysis of Apple is as follows:
Strength: potential resources through which they are strengthen their place in the market are:
Weaknesses of Apple. Though apple are strong company still they have some weakness (Sadghi, 2012). They are;
Opportunity: Demand for smart phones and tablets are growing and apple can seize on that. As in the international market, the use of iphones and ipads are getting so common and but if the apple integrate with Mac’s, this will make them more appealing for the apple. If apple phones integrate with the icloud this may boost the appeal for other apple phones. They should come up with the talking mp3 player and they are already started upon this.
Threat: The major threat is from the Samsung because they have already copied their style and now they are providing the smart phones as same as apple in cheaper rates.
Apple are not customizing their products, as the other competitor are doing with their phones.
Last but mojor threat of apple phones is their high price. They are offering their products at very high range of price on the other side same features are providing by Samsung and other phones but at lower price.
Apple phones are the only mobile phones in the world that people actually let people to wait standing outside Apple’s stores even before launching and this kind of love others companies can just dream of (Badur and et.al., 2011).
POSITIONING: Positioning doesn’t means to position the product in the market. It is position the product in the customers mind. For that apple is working hard upon that and with the superior quality of iphones they are placing their products in the mind of the customers (Marketing strategy, 2009). Now to recommend that what other positioning strategy they should use is that they should use simple taglines, jingle or message that when people heard that, they quickly recognize their products and company. Though the logo apple is sufficient enough, but still the taglines and jingles are necessary (Webinar, 2013).
Another way to position is to create a character or using celebrity to endorse their product. With that character or celebrity people remind the product (Yannopoulos, 2011).
So these are the recommended positioning tools for the apple company to place their product in maximum people’s mind.
So above report is all about the Apple company and their present situation of their firm. Report is asked to recommend some strategy regarding marketing the product of apple phones. Above tools are being discussed which are being recommended to apple incorporation. It is being cleared with the matter discussed that apple are doing extreme well with their present iphones and upcoming phones but the thing is that they are serving to only few segments of the people and are not targeting the people of other segment, but still the people of lower segment are using their phones and are also ready to purchase the product by spending bit more price for their product.
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