Mrkt 5000 Week 1 Case Analysis

                                Case Assignment Analysis Week 1

                                        MRKT 5000

Hakim Jackson

Consumer Take a Shine to Apple Inc.

Case Summary:

         Apple has always had the ability to produce the top of the line products that consumer’s desire.   Apple’s product strategy is based on seamless integration, ease-of-use and innovative designs.   Apple has not only produce the top of the line products but have ignited consumer’s appetites for the latest new technology.  Apple has managed to reach the pinnacle of innovation and iconic brand status.  Apple’s main reason for success was because of the culture that Steve Jobs created.  

Key Marketing Issues:

• Product differentiation- Though Apple is currently on top, the quality of competing products continues to increase.

• Product Diversification- Apple has always been popular with the consumers, but some reports are showing that consumers have become fatigued with apples products.  For example when the IPad Mini was released in 2012, the IPad took a huge hit for its poor camera and lack of retina display.

• Maintaining Customer Loyalty-   Apple needs to keep customers interested.  Apple customers are used to the new surprise technology that apple offers.  It’s very important for apple to maintain a high level of customer service to ensure customer loyalty is there.

Personal Case Analysis:

  I think that apple has completely taken the industry by surprise and the success has been their ability to determine consumers’ needs before the consumer even needed it.  I think that apple has a distinctive way of creating new products for their retail stores by catering to all needs of the customer.

Case Questions:

1-How has Apple implemented the Marketing Concept?   Apple has implemented the Marketing concept by utilizing the product design and brand.  Apple introduced the white ear buds along with the original iPod.  During this time Apple’s advertising department made those ear buds, and the iPod.  This was established to reach the younger customers.  These designs contributed to release of the MacBook, iPhone, and IPad.  

2- Describe the role of Apple stores as an important part of its marketing strategy?  Apple has always continued the branding and creating touch points with consumers.  Apple’s retail stores are committed to ensuring that all products are displayed in a nice and orderly fashion.  Apple has always believed in the motto of consumers only need to pick up and play with an Apple product to “get it.”  This motto just continues to show that the Apple Stores are an important part of the company’s marketing strategy.  Apple also have utilizes a highly effective distribution mechanism.  The marketing strategy for apple is focused on apples mission statement.  The mission statement says “Apple is committed to bringing the best personal computing experience to students, educators, and creative professionals and consumers around the world through its innovative hardware, software and internet offerings.”