APPLE MARKETING TECHNIQUES

Apple Marketing Techniques

Apple Marketing Techniques

Introduction

Apple Inc. is an American multinational corporation that develops and manufactures consumer electronics, software and personal computers. The most famous products of hardware Macintosh computers are IPod, iPhone and IPAD. Apple Software includes Mac OS X operating system, browser ITunes Media, iLife suite of multimedia and creativity software, office suite software IWORK (Yiu, 2002, pp. 667-683).

It all started in California with two young men, Steve Jobs and Steve Wozniak. They start shyly with minimal way: through hard work, they assemble around two hundred machines which allowed the Apple to be born: 1 April 1976 in Cupertino with the Apple. In January 1977, the company "Apple Computer" really sees the day and began to speak of her with the "Apple II". Truly public oriented, micro-computer attracts many consumers and will sell until 1986. Only at the output of the microphone that the company decides to give an apple as a logo to mark its previously represented by a picture of Isaac Newton lying under a tree, receiving an apple on his head. In 1978, Apple released the floppy drive (Zhao, 2004, pp. 524-544).

Research Aims and Objectives

To give an insight into the understanding of the changing marketing environment which in turns affect the distribution channel in the international market using apple inc as a case study.

To discuss how the economic, political and cultural environment affects the company's international marketing decisions.

To explain the primary issues of deciding on the global marketing distribution channel using Apple Inc as a case study.

To distinguish among the three main ways companies manages their global marketing organization using Apple as a case study.

Problem Statement

How does the choice of distribution channel effects the international marketing decision?

Apple Marketing Techniques

This is the name that Apple has dubbed its new initiative that aims to gain a foothold in the market for professional digital video. In this plan, the distribution channel of apple company will play an important role conscience this, Apple has developed a series of more lucrative incentives will work their distributors. This initiative is the first that starts and she will join him in approximately two months another plan-oriented segment of the education sector in which the manufacturer already has a proven performance (Chan, 1992, 29-53).

The Apple is the best value in differentiating consumers perceive as being very innovative and different from other phones, but its relevance is very low, since many consumers do not think it's appropriate for them (something like happens to brands like Porsche and Tiffany & Co). Blackberry has a high differentiation (although slightly smaller than iPhone) but a greater value and consumers know enough about the brand. Sony Ericsson has a higher profile, but has a disadvantage in the other variables. Combining these elements (see graph below) we can see that both iPhone and Blackberry have a high strength (due largely to its high level of differentiation), while Sony Ericsson is in a lower level because the more relevant is not enough to offset weakness in the ...