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Apple Case Study

1328 words - 6 pages

Developing a cult-like following is the dream of almost every brand across America; however, there seems to be only one company reaching this benchmark through its brilliant marketing strategies. Apple has set itself apart from the competition and developed a yearning for its products through a creation of perception, providing quality products, and excelling in customer service. The perception of any Apple user is simple: I have to have an Apple product and I have to have the latest version of that product. This perception has been forged into the minds of consumers due to the introduction of new features and benefits with each upgraded device. Consumers who use products that are not Apple ...view middle of the document...

This value prompts customers to pay more for Apple products in comparison to the competition. Apple products have a way of becoming a part of a consumer’s image when interacting with others. Because the product becomes so important to each individual, customers are less sensitive to price and quickly adopt new products that come to the market. For example, when one is hanging out with a group of friends and the majority of those friends have an Apple iPhone, it is easy to feel left out or not in the loop if an iPhone is not the device of choice. Thusly, the one person who does not have an iPhone feels forced or will be forced through word of mouth advertising to purchase an iPhone to make interaction with his social group more convenient. Once the iPhone is noticed by colleagues, prestige level rises simply because of a device. Because the image of Apple hinges upon quality product distribution, mistakes are not tolerated. Mistakes in quality could put a damper on marketing and cause a decrease in revenue. For example, there were complaints of reception with the Apple iPhone 4; however, Apple effectively responded to the complaints and produced a product that would eventually be endorsed by consumer reports. Apple continuously rolls out new products year after year, and although, this process may be expensive and risky, Apple distributes functional products of a distinct nature viewed by consumers as superior to the competition. Not only are the products highly successful, but the products are user friendly and have seamless integration. The final aspect of creating a cult-like following is the creation and execution of a perfect customer relations experience. Apple creates a corporate culture produces highly skilled employees who are able to rise to the challenge of Apple’s rigorous work schedule and evangelism. Successful evangelism only occurs with dedicated, enthusiastic employees who spread the word about Apple. Employees are encouraged to debate ideas presented by the company. Going forward, employees are given a vision in which they believe. The debate encouragement and vision foster a belief that employee input is important and they are a part of something bigger. Being a part of something bigger pushes employees to promote or evangelize about Apple and its products. In today’s rapidly advancing technological market, competition steadily is growing and companies, such as Apple, are finding themselves having to "pull all the tricks out the box". Apple has been a top seller and a very popular brand amongst all age groups of people, and has been for quite some time now indicating the degree of loyalty its customers have. It is not easy for a company to develop a product (s) that grabs and holds the attention of all age groups, and companies such as Samsung, are beginning to realize this. Apple will have to find a way to maintain innovative corporate culture and reassure customers that Apple will always put the customer first. In addition,...

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