Report on Apple Company Essay Example | Topics and Well Written Essays - 2500 words

Report on Apple Company - Essay Example The company has been successful in the recent years and has even managed to attain leadership in the global market. Among other factors, the successful performance of the company has been driven by its efficient business and marketing strategies. This paper suggests that the company’s business and marketing strategies are also going to influence its performance in the future. Therefore, by addressing the current business and marketing strategies, a potential investor can have a clear picture of the company and can apply the information in making an effective decision on whether to invest in it or not. The business strategies addressed in the paper that are adopted by Apple are product development and product proliferation approaches. The marketing strategies addressed are Apple’s segmentation, target market and positioning strategies as well as the company’s marketing mix. Based on the analysis, Miguel and his co-workers can make wise decisions on whether their c ompany, Tech-Shield, should invest in Apple Inc. Table of Contents Summary ii Table of Contents iii Apple Inc. 1 1.0 Background 1 2.0 Business Strategy 1 Figure 1.0 Use of iTunes 2 Figure 2.0 Some of Apple’s innovative products 3 3.0 Market Strategy 5 3.1 Segmentation, Target Market and Positioning 5 3.2 Marketing Mix 6 3.2.1 Product 6 3.2.2 Price 7 3.2.3 Place 8 3.2.4 Promotion 8 Figure 3.0 Strategy of Promotions 9 4.0 Summary of SWOT Analysis 9 Table 1.0 Apple’s SWOT Analysis 9 5.0 Conclusion 10 6.0 Work cited 12 List of Figures Figure 1.0 Use of iTunes 2 Figure 2.0 Some of Apple’s innovative products 3 Figure 3.0 Strategy of Promotions 9 List of Tables Table 1.0 Apple’s SWOT Analysis 9 Apple Inc. 1.0 Background Apple Inc. is a leading multinational corporation that produces computers, computer software, commercial servers and consumer electronics. Headquartered in Cupertino, California, Apple was founded in 1979 by Steve Jobs and his colleagues. The co mpany has developed a huge portfolio of products, which have successfully penetrated the global market, such as Mac line of computers, iPhone series, iPad series and iPod series among others (Lamido, 2013). Apple Inc. operates in a highly competitive market comprising of well-established manufacturers of consumer accessories and electronics, such as IBM, HP, Dell, Microsoft, Toshiba, Samsung, Nokia, LG and Google. Arguably, the high level of competition has prompted Apple Inc. to intensify its business and marketing efforts in the recent years. Among other efforts, the company’s efficient business and marketing strategies have steered at to attain leadership in the global market (Katie, 1). Arguably, any factor that may influence the performance of an organization in the future is of fundamental interest to potential investors. This paper addresses the business and marketing strategies of Apple as the principal among the factors that will influence its performance in the futu re. The paper aims at giving a clear picture of the performance of Apple in the two areas to Miguel and his co-workers so that they can make a wise decision on whether their company, Tech-Shield, should invest in Apple Inc. 2.0 Business Strategy Apple Inc. has been using a combination of product development and product proliferation strategies to gain  a competitive edge in the global market (Besanko, Dranove and Shanron, 47). Product development refers to the process of innovating new or better products or services to replace old ones (O’Grady, 37). Apple has attained leadership in its target market mainly through continuous innovation of unique products. Apple created iPods and iTunes and by 2003, it had made them available in Microsoft Windows version. Consequently, demand for these products skyrocketed and propelled the revenue for the company to