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This assignment is aimed at investigating and assessing the marketing management in Apple plc. Apple plc is selected since it is a good performer both in locally and internationally. This company operates globally but its presence locally and regionally is very strong. In achieving this objective, the researcher will analyze the company, its brands and products through two strategic tools; Aaker’s brand equity model and the Yang’s blue ocean strategy. These two strategic tools provide wide range information on the competition nature of a company and how it can excel. Marketing Management in Apple plc.
The external analysis of Apple plc is analyzed in this study through the PESTEL analysis tool. PESTEL analysis tool is used in analyzing the environmental factors in the United States as the company has strong market and foundation in the country. This strategic tool is imperative in any business as it offers some insights on how a business should ensure that it maximize profits and sales by operating in areas with favorable external factors. Apple plc is an American company hence despite its operations in the global market; it is very strong in the United States. Marketing Management in Apple plc.
In addition to this, a marketing mix of Apple is conducted to analyze how the company has excelled or failed in attracting customers through marketing its products and services.
CONCLUSIONS AND RECOMMENDATIONS
From the information provided in this study it is clear that Apple is a very successful company in its marketing management. The company offers high quality but expensive products hence targeting on those people who are capable of purchasing them. Apple also positions its products as user friendly hence attracting many customers to purchase them. The company has been able to create blue oceans by innovating in new technologies rather than creating existing demands. A good example here is the introduction of iTunes which enabled MP3 users to download music from the internet legally at very low price. Apple applies marketing mix in such a way that it attracts a lot of customers.
However, in order for the company to continue being the market leader in the United States it has to ensure that it provide products targeting the low income earners. This is because economic conditions may not be favorable and customers may find it financially difficult to purchase highly priced products. This would result in the company making huge losses. Additionally, the company should diversify its market to include other products like foods and drinks. Diversity in marketing is very healthy as economic conditions are changing very fast and there is a lot of competition in the computer and electronic industries.
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