Chapter 2 Company and Marketing Strategy Partnering to Build Customer Relationships Case Study : Apple Inc.
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Chapter 2Company and Marketing
Strategy Partnering to Build Customer Relationships
Case Study : Apple Inc.
Strategic Planning
The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.
Topic Outline
Companywide Strategic Planning: Defining Marketing’s Role
Designing the Business Portfolio
Planning Marketing: Partnering to Build Customer Relationships
Marketing Strategy and the Marketing Mix
Steps in Strategic Planning
Define mission
Set objects and goals
Define the business portfolio
Planning marketing
Define MissionMarket-oriented mission statement Product-oriented mission statement”Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.”
We sell laptops, mobile phones, ipods, ipads along with OS X
Set Objectives and Goals
Business objectives Marketing objectives
• To maximize profit.• To become the world's number one
company.
• To produce hassle free products that provides service and enjoyment for customers.
• To expand their sales to customers who haven’t yet own any Apple’s products.
Define The Business Portfolio
Analyzing The Current Business Portfolio
Analyzing The Current Business PortfolioBCG Matrix
Relative Market share High Low
Hig
hLo
w
Mar
ket G
row
th
Rate
Developing Strategies for Growth and DownsizingProduct/Market Expansion Grid
Exis
ting
Mar
kets
Existing Products New Products
New
Mar
kets
Value chain
Value delivery network
Marketing Strategy
S T PSegmentation
Targeting
Positioning
Segmentation
Demographic segmentationage, gender, education, income, occupation, etc.
Geographic segmentation city, state, region or country.
Psychographic segmentation life style, Social class (Upper class, middle class, and lower class), behavior or ethics.
Segmentation techniques:
Apple: segments customers using Demographic and Psychographic techniques.
Targeting
Demographic segmentationo Age - Young Children and Kids - Teenagers - Adults.o Education - College and University Students.o Occupation - Business People.
Psychographic segmentation o Social Class - Middle and Upper Class o Life Style - A Less Price Sensitive Customer and Quality is a must.
Apple:
Positioning
“ We believe that we're on the face of the earth to make great products and that's not changing. We're constantly focusing on innovating. We believe in the simple, not the complex. ”
Apple:
4 P’s - Marketing Mix
Portable Computers - (Mac Book Pro, Mac Mini)
Servers - (Xserve, Xsan)
Accessories - (Magic Mouse, Keyboard)
iPod , iPhone , iTunes & Peripheral products
Product:
4 P’s - Marketing Mix
Premium price
Reduced over time
Flexibility
Discounts for workers
Price:
4 P’s - Marketing MixPlace:Manufacture
rWholesaler Retailer
Apple Store
Certified Retailer
Online Retailers (Ebay)
4 P’s - Marketing Mix
Through television advertisements, online ads, and on
billboards.
“less-is-more advertising”.
Packaging is modern and promotes higher level of
technology.
Promotion:
SWOT AnalysisStrengths: Hardware producers Loyal customers Strong brand name Eye catching Retailers
Weaknesses: Increasing competition Failure of notability and lack of
promotion of Apple TV and Mac mini. Increasing price of music & iTunes Premium pricing
Opportunities: Demand growth Market gap
Threats: Market completion Shifts in consumers tastes Global recession
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