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Company and Marketing Strategy Partnering to Build Customer Relationships - Case Study: Apple Inc.


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Outstanding marketing organizations employ strongly customer-driven marketing strategies and programs that create customer value and relationships. These marketing strategies and programs, however, are guided by broader company-wide strategic plans, which must also be customer focused. Thus, to understand the role of marketing, we must first understand the organization’s overall strategic planning process.

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Company and Marketing Strategy Partnering to Build Customer Relationships - Case Study: Apple Inc.

  1. 1. Company and Marketing Strategy Partnering to Build Customer Relationships Case Study : Apple Inc.
  2. 2. The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.
  3. 3.  Companywide Strategic Planning: Defining Marketing’s Role  Designing the Business Portfolio  Planning Marketing: Partnering to Build Customer Relationships  Marketing Strategy and the Marketing Mix
  4. 4. Define mission Set objects and goals Define the business portfolio Planning marketing
  5. 5. Market-oriented mission statement Product-oriented mission statement ”Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.” We sell laptops, mobile phones, ipods, ipads along with OS X
  6. 6. Business objectives Marketing objectives • To maximize profit. • To become the world's number one company. • To produce hassle free products that provides service and enjoyment for customers. • To expand their sales to customers who haven’t yet own any Apple’s products.
  7. 7. BCG Matrix Relative Market share High Low HighLow MarketGrowthRate
  8. 8. Product/Market Expansion GridExistingMarkets Existing Products New Products NewMarkets
  9. 9. Segmentation Targeting Positioning
  10. 10.  Demographic segmentation age, gender, education, income, occupation, etc.  Geographic segmentation city, state, region or country.  Psychographic segmentation life style, Social class (Upper class, middle class, and lower class), behavior or ethics. Segmentation techniques: Apple: segments customers using Demographic and Psychographic techniques.
  11. 11.  Demographic segmentation o Age - Young Children and Kids - Teenagers - Adults. o Education - College and University Students. o Occupation - Business People.  Psychographic segmentation o Social Class - Middle and Upper Class o Life Style - A Less Price Sensitive Customer and Quality is a must. Apple:
  12. 12. “ We believe that we're on the face of the earth to make great products and that's not changing. We're constantly focusing on innovating. We believe in the simple, not the complex. ” Apple:
  13. 13. Portable Computers - (Mac Book Pro, Mac Mini) Servers - (Xserve, Xsan) Accessories - (Magic Mouse, Keyboard) iPod , iPhone , iTunes & Peripheral products Product:
  14. 14. Premium price Reduced over time Flexibility Discounts for workers Price:
  15. 15. Place: Manufacturer Wholesaler Retailer Apple Store Certified Retailer Online Retailers (Ebay)
  16. 16. Through television advertisements, online ads, and on billboards. “less-is-more advertising”. Packaging is modern and promotes higher level of technology. Promotion:
  17. 17. Strengths:  Hardware producers  Loyal customers  Strong brand name  Eye catching Retailers Weaknesses:  Increasing competition  Failure of notability and lack of promotion of Apple TV and Mac mini.  Increasing price of music & iTunes  Premium pricing Opportunities:  Demand growth  Market gap Threats:  Market completion  Shifts in consumers tastes  Global recession