How Can Apple Increase Their Market Share? Essay Example
Case Study:
How Can Apple Increase their Market Share?
May 20, 2012
Analyze the Current Situation Apple was founded on April 1, 1976 by Steve Jobs and for the fifth consecutive year, Apple has been named the World’s Most Admired and World’s Most Innovative Company by Fortune Magazine. “Noting the runaway success of the iPhone 4S and iPad 2 and increased sales across the board, the magazine writes: “To say it was another big year for Apple would be a gross understatement” (www.apple.com). Although Steve Jobs was an iconic figure at Apple, even his passing did not have much of an effect on Apple’s success. It came as no surprise to many that Apple continued to prosper in a global marketplace despite difficult economic times in what has become a highly competitive personal computer market. `“The company sold 4 million Macs during the second quarter of 2012, a 7 percent increase over the year-ago quarter” (www.apple.com). However, in order to remain competitive, Apple must continue to be an industry innovator while distinguishing itself from the competition. A big part of Apple’s success is because they use a differentiation strategy. With their high-end product offerings, personalized service and exceptional design, which differentiate their products from Microsoft and caters to loyal Mac users. Identification of Key Problems Apple as a brand is a household name and strong brand that is synonymous with quality and longevity. Their products offer cutting-edge technology and sleek designs are considered a must-have by many. Although Apple does not necessarily invent the market, its products set the bar high for the market and as a result, it is difficult for other companies to compete on the same level. With an extremely loyal customer base supported by clever marketing campaigns and advertising, Apple’s product sales are continuing to keep loyal customers happy while gaining market share on a consistent basis. However, it
How Can Apple Increase their Market Share?
May 20, 2012
Analyze the Current Situation Apple was founded on April 1, 1976 by Steve Jobs and for the fifth consecutive year, Apple has been named the World’s Most Admired and World’s Most Innovative Company by Fortune Magazine. “Noting the runaway success of the iPhone 4S and iPad 2 and increased sales across the board, the magazine writes: “To say it was another big year for Apple would be a gross understatement” (www.apple.com). Although Steve Jobs was an iconic figure at Apple, even his passing did not have much of an effect on Apple’s success. It came as no surprise to many that Apple continued to prosper in a global marketplace despite difficult economic times in what has become a highly competitive personal computer market. `“The company sold 4 million Macs during the second quarter of 2012, a 7 percent increase over the year-ago quarter” (www.apple.com). However, in order to remain competitive, Apple must continue to be an industry innovator while distinguishing itself from the competition. A big part of Apple’s success is because they use a differentiation strategy. With their high-end product offerings, personalized service and exceptional design, which differentiate their products from Microsoft and caters to loyal Mac users. Identification of Key Problems Apple as a brand is a household name and strong brand that is synonymous with quality and longevity. Their products offer cutting-edge technology and sleek designs are considered a must-have by many. Although Apple does not necessarily invent the market, its products set the bar high for the market and as a result, it is difficult for other companies to compete on the same level. With an extremely loyal customer base supported by clever marketing campaigns and advertising, Apple’s product sales are continuing to keep loyal customers happy while gaining market share on a consistent basis. However, it