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Apple’s Business strategy is supported by different tactics and programs. All this is used to make a successful marketing plan. After this they have to make sure that the company is executing the plan correctly. In the case of Apple computers, it was founded by a guy name Steve Paul Jobs. Steve was the CEO of the company for several years and then he resigned in 1985 to start a new company after Apple was not performing as he wanted it to. In the next 12 years Apple had three different CEO’s but none of them was able to bring Apple back to life. There business strategies were weak and poor like their supply chain management was bad and consumers were unhappy about it. Apple lost its competitiveness and could not regain its share in the market. Steve jobs came back once again as the CEO of Apple in 1997. This time he had new game plan and Apple started to focus on the digital lifestyle of consumers. They wanted people to connect their PDA’s, camcorders, CD players and MP3 players to on central unit which will be a MAC. People will be able to share files from all these devices with the support of one central unit. The basic strategy was to see what the market needs and then follow it up with a great marketing plan. Apple did it all. Apple launched the new iMac and iPod which were a huge success for the company. Apple targeted on specific markets and products and services. Now with the purchase of the new Mac customers use to get free software which was not previously done. Apple introduced iTunes, iDVD, iMovie and iPhoto and lots of other software programs because consumers use to complain that like Microsoft, Apple does not have that much software’s in the market. The music strategy Apple used is very successful to capture the whole music market in the world. Apple has a competitive advantage that their top Chief Executives are highly skilled and innovative who can focus on the market needs properly. Apple’s marketing strategy for iPod was to make people realize that “an iPod is for everyone”. On of Apple’s future marketing strategy is to use Intel’s microprocessor chip which can be seen very useful for Apple as they always used to make there computers with their own products. This is a smart business technique by Apple. |
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