Apple Inc. is one of the most powerful corporations operating in the current technology market. The large-scale brand founded positions itself as a trendsetter in mobile technologies (Kotabe and Helsen, 2020). It holds a strong brand loyalty supported by the resistant and long-established customer trust for the company. Therefore, by analyzing the main marketing concepts, one may better incorporate such knowledge into investigating the Apple company and assess its core marketing orientation, which facilitated its international authority among the leading technology-based enterprises.
Defining Key Marketing Concepts
The marketing concept refers to the fundamental strategy employed by the firm to attain high levels of customer satisfaction, increased sales, maximized profits, and achieve a competitive advantage. The production concept represents the strategy towards operations orientation followed by the companies that provide easily accessible and inexpensive products. The product concept is solely a customer-based strategy guided by the desire and high demand to provide the consumers with the “quality, performance, and innovative characteristics” (Porral and Stanton, 2017, p. 31). The selling concept is entirely dependent on the business plan developed to encourage the potential customers to buy more products and is implemented through the emotional emphasis on creating the need for the unneeded goods (Deepak and Jeyakumar, 2019). The marketing concept is considered the philosophy of competition upholding the belief that marketing success is enabled by the efforts to deliver a better value proposition in the specific market (Porral and Stanton, 2017). The societal marketing concept embodies a more recent but the most forward-thinking marketing orientation that advocates for producing better products and services to make the world a better place to live.
Analyzing the Marketing Philosophy of Apple Inc.
The marketing strategy of the Apple Inc. corporation encompasses the broad spectrum of goals, values, and market-based purposes in accordance with its leading global status. The marketing strategy of Apple Inc. is about simplicity and is grounded in its brand promise, “Think Different,” which helps the company to produce new technological ideas (Moorman, 2018, para. 8). Within its approach to providing the customers with the most reliable, simple, and user-friendly computing services, its basic marketing philosophy can be examined through each of the five main concepts analyzed above. However, the most determining ones are the product concept and the societal marketing concept.
The Product Concept
Apple Inc. is a well-recognized brand for its long-established commitment to the customer. The company managed to build a relationship wherein the customers are actively engaged in the product creation and advancement since Apple always provides them with highly sophisticated, innovative products. The technology market leader believes in potential consumers and cultivates a robust brand loyalty, which is integral to options of products, their high quality, and the benefits offered by the products and the brand itself. Within the product orientation, Apple is focused on creating first-rate products and their ongoing improvement (Moorman, 2018). The brand’s consumer products aim to meet customers’ needs and demands and, thus, they are created for personal use, such as the iPhone, iPod, and MacBook. Apple’s items and services are unique, which makes it a successful technology company worldwide.
The Societal Marketing Concept
Within the contemporary business environment, many firms adopt the societal marketing philosophy, including Apple Inc. Such a marketing concept is based on the idea of sustainability of the brand and its capacity to address widespread environmental and social issues. Apple is a socially responsible and ethical brand that supplies its products in recycled paper boxes to combat the trees cutting problem, thus attracting an increased number of customers globally. This marketing orientation entails the company’s focus on the well-being of its consumers and society in general.
Conclusion
To conclude, examining Apple’s marketing strategy is crucial for understanding its strategic approach that ensures its dominating position and unalterable consumer support and commitment to the brand. Apple demonstrates how it is deeply focused on understanding the target customer regarding their way of thinking, language, habits, primary desires, and needs. However, the Apple corporation must maintain the balance between customer orientation and defining its role and leadership in the industry.
References
Deepak, R. K. A., & Jeyakumar, S. (2019). Marketing management. Educreation Publishing.
Kotabe, M., & Helsen, K. (2020). Global marketing management. John Wiley & Sons.
Moorman, C. (2018). Why Apple is still a great marketer and what you can learn. Forbes.
Porral, C. C., & Stanton, J. L. (2017). Principles of marketing. ESIC Editorial.