The Marketing Strategy of Apple Inc. and Its Contribution to the Company's Success

The Marketing Strategy of Apple Inc. and Its Contribution to the Company’s Success
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Table of Contents TOC \o "1-3" \h \z \u 1.0 Introduction PAGEREF _Toc506786909 \h 32.0 Marketing Strategy PAGEREF _Toc506786910 \h 42.1 Overview of Marketing Strategy in Relation to Apple iPhone PAGEREF _Toc506786911 \h 42.2 Hunger Marketing PAGEREF _Toc506786912 \h 62.3 Experiential Marketing PAGEREF _Toc506786913 \h 83.0 Apple Inc.’s 4Ps Marketing Strategy PAGEREF _Toc506786914 \h 143.1 Product PAGEREF _Toc506786915 \h 143.2 Price PAGEREF _Toc506786916 \h 163.3 Promotion PAGEREF _Toc506786917 \h 163.4 Place/Distribution PAGEREF _Toc506786918 \h 174.0 Conclusion PAGEREF _Toc506786919 \h 175.0 Bibliography PAGEREF _Toc506786920 \h 206.0 Appendix PAGEREF _Toc506786921 \h 236.1 Mind Map PAGEREF _Toc506786922 \h 236.2 Research Log PAGEREF _Toc506786923 \h 24
The Marketing Strategy of Apple Inc. and Its Contribution to the Company’s Success
1.0 Introduction
Apple Inc. is a U.S.-based company operating in IT industry. The company has gained widespread prominence mainly due to its innovative digital mobile devices. Steve Jobs together with Steve Wazniak (Razak & Zawawi, 2017, p. 48) established the company in 1976. Some of its innovative electronics products include Mac computers, iPad, and iPhone. The company has also been successful in the production of various software applications, including iOS, iTunes, iLife, and iWork. In 2010, the company surpassed its major competitor, Microsoft, and is currently the leading technology company with the largest market share in the industry (Razak & Zawawi, 2017, p. 48). The company has revolutionized both the smartphone industry and the music industry with its innovative iPhone models and iPod respectively. It has also been in the forefront in revolutionizing the media and entertainment industries with the introduction of the iPad.
It is noteworthy that the mobile phone market is subdivided into two major segments: smartphones and feature phones. Smartphones refer to mobile phone devices that transcend the functionality of traditional cell phones. In addition to the conventional mobile handset functionality, smartphone run on advanced operating systems that enables them to handle computer processes. For instance, the Apple smartphone models, iPhones, run on the iPhone operating system, commonly known as iOS. On the other hand, Samsung smartphones are based on the Android operating system. This paper examines Apple Company’s marketing strategies and how it has gained a competitive advantage over its rivals.
2.0 Marketing Strategy
2.1 Overview of Marketing Strategy in Relation to Apple iPhone
The concept of marketing strategy constitutes two distinct yet related terms: “marketing” and “strategy.” Scholars have developed various definitions of both terms. As such, it is important to explore some of the definitions and try to figure out some of the common themes among such definitions. According to Iyamabo and Otubanjo (2013, p. 17), marketing literature consists of over 30 themes, including stakeholder value, profitable customer relationship, human need, profitable relations...