MARKETING AND SALES STRATEGIES OF APPLE INC.
Over Apple's thirty-five year history, Apple has become the worldwide model for what a successful company should look like. Apple's annual revenue climbed to $108.25 billion dollars and their shares rose 75% during the fiscal year of 2011. After winning the _Fortune_ "Most Admired Company" award for the fifth year in a row and having their value top the $600 billion dollar mark, Apple is asserting its position as the most valuable US company in the world ("World's Most Admired Companies 1). For Apple to maintain their patterns of growth and dominance in the consumer electronics industry, they will need to place more of an emphasis in growing the Apple brand in international markets.
_PURPOSE AND SCOPE_
The purpose of this report is to analyze Apple's marketing and sales strategies and provide recommendations where improvements can be made. The report will include the following: (1) The history of Apple as a company. In order to analyze the progression of Apple's marketing and sales strategies, it is crucial that the members of the consulting team know what type of company Apple is and have sufficient background of the company; (2) The foundation of Apple's success in launching each new innovative line of products has been their focus on providing a premium product that any type of consumer can understand. Apple has been able to take their vision based around ease of usability for the consumer and develop one of the most unique marketing platforms the electronics industry has ever seen. This section will discuss the pros associated with each one of Apple's marketing concepts, ranging from strategies regarding retail stores specifications to packaging details. Each marketing tool that Apple has utilized that has provided a benefit will be discussed in detail; (3) Finally, a list of recommendations for Apple's marketing and sales strategies will be provided. I will also incorporate the weaknesses I have found from Apple's marketing and sales strategies and use them to help develop the basis for my recommendations. While the statistics clearly show that Apple has been able to revolution the electronics industry, there is room for Apple to make adjustments to help capture further market share.
Over the past twenty-five years, advancements in technology have created an industry in consumer electronics (computing devices, mobile devices, and AV products) that was valued at $239.4 billion dollars for the US market in 2011 and $964 billion dollars for the global market in 2011 ("United States Consumer Electronics Report Q1 2012" 1). With the US economic crisis negatively impacting the majority of industries in the US, the consumer electronics industry only dropped 1% for 2011. Had it not been for Apple, the industry as a whole would have dropped 6% (Halk 1). Apple is now the biggest US player in the consumer electronics industry, with massive potential upside. The global consumer electronics market will continue to grow each year as new drives in technology continue to pump out new products. With 40% of Apple sales coming inside the US, the room for Apple to capture the international market has never been higher. I am confident that if Apple adheres to the recommendations provided, the net result will be financial gains and global expansion.
The information from this report came from a range of electronic sources and the Steve Jobs biography. The electronic sources include business databases, marketing research databases, and online journals and articles. I have found the business databases to be extremely helpful in performing forecasts and projections for future trends in the consumer electronics industry, whereas the Steve Jobs biography provided extremely useful insight into Apple's marketing strategies.
BRIEF HISTORY OF APPLE INC.
Steve Jobs and Steve Wozniak had been long time friends since high...
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