edf40wrjww2CF_PaperMaster:Desc
Assignment:
To identify a business organization or organizations of choice. Review the organization’s marketing practices in the following areas:
1) Positioning strategy of the firm or its products
2) Distribution strategy of the firm’s products
3) Product strategy of the firm
EXECUTIVE SUMMARY
The paper reviews the importance of marketing activities for Apple Inc. and its products. It cross-examines the Positioning, Distribution and Product Strategy for the organization and its products.
Content
Apple Computer, Inc. started its journey by introducing its uniqueness in personal computer market by providing Graphical user Interface (GUI) Operating System. It has consistently focused its strategy of innovation; "Think Different." In the line of software, Apple is striving to take some market share from its biggest competitor, Microsoft Corporation, by coming up with niche Mac OS.
Early in the industry's life cycle, Apple Computer, Inc. decided to pursue an Intensive Strategy to competitively position their product. They decided to focus on a specific market segment and used a Market Penetration strategy to promote their product with the educational community. Apple specifically focused their marketing strategy on the educational market and heavily promoted their product to this segment.
Upon careful analysis of Apple Computer's current operation, external and internal environments, several alternative courses of actions should be considered to improve Apple's market position. For example, their product line, distribution infrastructure, and future competitiveness.
If Apple ...