Marketing Strategy of Apple Essay

659 Words Nov 24th, 2008 3 Pages
EFFECTIVENESS OF MARKETING MIX IN ACHIEVING MARKETING AND ORGANISATIONAL OBJECTIVES

 Through its excellent advertising, company has been able to create massive attention between people about iphone which helps them to attract large number of customers to purchase from the first day of its launch and 1.4 million units within 90 days.
 Apple started off iphone with a high price to cover marketing and development costs as well as to create the perception of the iphone being worth $599. Suddenly Company reduced it to $399. It is one of the parts of their excellent marketing strategy which gives customers the feeling of getting a great deal.
 Apple also has an effective supply power, for them iphone is nothing more than summing up
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CAMERA: a 5 mega pixel camera would have done better since its rivals have it.

IT DOESN’T FULLY SUPPORT EXCHANGE: company needs to improve and diversify services which are currently supports IMAP (the internet message access protocol), a generic e-mail protocol or accessing mail on a remote server.

REDUCTION IN PRICE: Company also needs to reduce the price of iphone because other companies like Nokia, Sony Ericsson, and HTC, LG also offering similar or comparable device at a lower price.

INSURANCE COST: The price charged i.e. 7.5 pounds per month by O2 for insurance of iphone is too expensive for the customers buying iphone.

DISTRIBUTION CHANNEL: They also need to diversify its distribution channel by looking more distributing channels other then Cingular and apple retailers.

AVAILABILITY: Company should launch its products globally so that it can capture markets. Delay in availability decreases the craze for the gadget and allow consumers to switch to other phones.

REFRENCES

http://www.apple.com/iphone/specs.html http://www.apple.com/iphone/features/index.htm http://en.wikipedia.org/wiki/IPhone http://en.wikipedia.org/wiki/universal_mobile_telecommunications_system http://news.bbc.co.uk/1/hi/technology/6246063.stm http://www.guardian.co.uk/technology/2007/sep/17/mobilephones.apple http://google.com

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