He Marketing Strategy of Apple Iphone 4
The marketing strategy of Apple Iphone 4
Introduction
Over the past seven years, Apple has seen great success due to its imaginative and fresh way to do the business. Through continuous innovation, Apple has developed a series of exceptional products with imaginative design and style. Specifically, Apple has made its products popular among the customers through effective marketing strategy. To some extent, innovative marketing, and sleek and enticing communications is the primary reason for the success of Apple. Therefore, it is of great significance for us to analyze the marketing strategy of Apple, so as to learn from the previous experience as well as find out the aspects that need improvement.
The success of Apple over recent years is mainly contributed to its Iphone, the smart iPod, iTune, and Ipad s product combination, which is of both great hardware pieces, with great style, great software, great performance, user friendly interface, and with a good e-business service.
The main aim of this essay is to critically analyze the marketing strategy of Apple Iphone 4. The essay is organized around three parts. The first part discusses the current mix of Iphone 4 from four basic aspects (the product, price, place, and promotion) and three addition aspects (physical layout, provision of customer service, and processes of the marketing strategy). Following this, the second part analyses the competitive position of Iphone 4. In the end, the essay provides suggestion for the managers of Apple in the marketing department, pointing out both the aspects that should be maintained and those that should be improved based on the findings.
Description and analysis of the current marketing mix
To understanding the marketing strategy of a company or a specific product, the 4Ps theory can be applied. Three other Ps can also be used to provide additional information: physical layout, provision of customer service, and processes of the marketing strategy.
(1)
Introduction
Over the past seven years, Apple has seen great success due to its imaginative and fresh way to do the business. Through continuous innovation, Apple has developed a series of exceptional products with imaginative design and style. Specifically, Apple has made its products popular among the customers through effective marketing strategy. To some extent, innovative marketing, and sleek and enticing communications is the primary reason for the success of Apple. Therefore, it is of great significance for us to analyze the marketing strategy of Apple, so as to learn from the previous experience as well as find out the aspects that need improvement.
The success of Apple over recent years is mainly contributed to its Iphone, the smart iPod, iTune, and Ipad s product combination, which is of both great hardware pieces, with great style, great software, great performance, user friendly interface, and with a good e-business service.
The main aim of this essay is to critically analyze the marketing strategy of Apple Iphone 4. The essay is organized around three parts. The first part discusses the current mix of Iphone 4 from four basic aspects (the product, price, place, and promotion) and three addition aspects (physical layout, provision of customer service, and processes of the marketing strategy). Following this, the second part analyses the competitive position of Iphone 4. In the end, the essay provides suggestion for the managers of Apple in the marketing department, pointing out both the aspects that should be maintained and those that should be improved based on the findings.
Description and analysis of the current marketing mix
To understanding the marketing strategy of a company or a specific product, the 4Ps theory can be applied. Three other Ps can also be used to provide additional information: physical layout, provision of customer service, and processes of the marketing strategy.
(1)
References: The features of Iphone 4, available at http://www.apple.com/iphone/features/, last accessed 8th, November, 2010 Dalrymple, J (2009, Sep, 11). Lessons learned from the iPhone price cuts. PCWorld, available at http://www.pcworld.com/article/137046/lessons_learned_from_the_iphone_price_cuts.html, last accessed 8th, November, 2010 Malley, A (2007, Jun, 6). Apple, AT&T neophytes to define iPhone audience - report Iphone in business, available at http://www.apple.com/iphone/business/profiles/sunbelt-rentals/, last accessed 8th, November, 2010 iPhone 4 stockouts: 60% of Apple Stores, 100% of the rest, 2010, http://tech.fortune.cnn.com/2010/06/28/iphone-4-stockouts-60-of-apple-stores-100-of-the-rest/, last accessed 8th, November, 2010