Executive Summary
For the last 31 years, Apple has been providing consumers with computer systems, peripherals and more recently, consumer electronics.
The intent of this report is to summarise the marketing elements that have contributed to Apple's successes as well as its failures.
Apple has been in operation since 1976 and had gone through ups and downs in the industry, from good beginnings to a less fruitful period while households implemented the use of Windows-based computers. More recently Apple has "comeback" with the popular iPod range of portable media players.
Some of the most popular marketing campaigns have been the "1984" commercial based on the George Orwell book of the same name, while the "Lemmings off the cliff" was considered a marketing blunder. Most recently the PowerBook, iPod and new "Get a Mac" commercials have proved successful, however some are criticised for Apples patronising tone of Windows users which is insulting to potential customers.
The author suggests making Apple products more accessible for people with disabilities as well as making them more environmentally friendly. For such an innovative company, Apple is lagging behind other technology giants in making their products environmentally friendly.
Apple employs price skimming as well as market-penetration techniques with its pricing and uses various distribution channels to sell its products, from their own Apple Store to various resellers, such as Dick Smith.
Apple divides the market into many segments by recognising that educational and commercial markets are separate and must be marketed differently, and further segmented those to be able to appeal to a wide audience.
Apple is has an organic company which focu ...