Apple Company`s Advertising
Appleis one of the world’s most recognized brands. Apple Company uses itbrand name to sell lifestyle of creativity, lavishness and sleekness.Apple does not directly advertise its mobile products but rather, itpartners with other companies (mostly mobile companies) to advertisefor them (Walton& Oestreicher, 2012),a promotion strategy I believe to have propelled the company’sglobally success. Apple iPhone ads are paid by network operators whenthey want to advertise their involvement in selling iPhones.
AppleInc’s products compete with many other companies in the market.Google is the major competitor, with Google drive offering seriousrivalry to Apple’s iCloud services. Samsung and other androidmarkets also provide a harsh competition to Apple when it comes tothe world of Smartphones, while Amazon and Microsoft compete withApple on smart tables (Walton& Oestreicher, 2012).In the recently times, Apple has been advertising the introduction ofiPhone 7 through billboards and YouTube, with the first and secondvideo done in Johannesburg and New York respectively images weretaken in low light conditions by iPhone 7. The third and forth videospresent images that were taken in Shanghai and Tokyo, showing howglobally Apple products are widespread (Walton& Oestreicher, 2012).
Appleprovides several of products which include iPads, iPods, iPhones,macBooks, Apple watch, iOS and many more. The company targets youngchildren (ages 5 to 12), teenagers, university students, businesspeople, and adults. iPods and iPads have quality screen touch usefulfor kids to play games, teenagers use iPods for socializing,listening to music and to go on social media, university and collegestudents use Apple Inc’s products like iPads, iPhones, and macBooksto record notes quickly (Walton& Oestreicher, 2012).Students prefer these products since they are easy to carry to andfrom school. Business people use iPhones, iPads and macBooks tofinish work efficiently, and its easy sending organized documents bythese devices. Finally adults use iPhones to make calls, for internetconnections, look for directions and for cameras (Walton& Oestreicher, 2012).
Fora company to succeed, it must incorporate achievable objectives onwhat it aims and what to do to achieve its goals. Here are some ofApple’s objectives. First, Apple aims at securing 60 percent of themobile phone sector by 2020. Second, the company has a goal to createincreased awareness in the global market regarding its products.Third, Apple aims to achieve a minimum of 20% market return onfinance spent by March 2019 (Grant,2016).Fourth, Apple’s survival objective is to suppress the industrycompetition by making use of efficient marketing strategies alongsideinnovations the aim is to make their product available in most ofthe retail channels, big box retailers, as well as online. Finally,Apple focuses on increasing its profit share by 10% on an annualbasis. In order for the company to achieve those objectives, “Applecreates illustrious team building culture besides strong research andteam development. It places stores in expansive marketplaces whileopening out depending on populace and demand of their commodities”(Grant,2016).To make the products available worldwide, the company places itselectronic products in all electronic retail stores and alle-commerce web sites. Above all, the company should capitalize onproduct promotion and advertising to reach and lure more clients. Thesuccess of the Apple in meeting its objectives can be assessed byexamining its customer base, profit margins, return on investment,and the new products it presents in the market. Increased customerloyalty and more profits and returns are key indicators of success(Grant,2016).
Asmuch as there are so many competitors of Apple, I believe the companywill always be the best in the market due to its brand image andproducts which can be used by almost everyone worldwide the productsmeet the needs of all age groups, an implication that the market toserve is wide, giving the company better competitive advantage.
Grant,R. M. (2016). Contemporarystrategy analysis: Text and cases edition.NJ, U.S: John Wiley & Sons.
Walton,N., & Oestreicher, K. (2012). Google and Apple’s Gale ofCreative Destruction. China-USABuisness Review, 11(11),1478-1491.
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