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Running Head: ANALYSIS OF COMMUNICATION STRATEGY FOR APPLE INC. 2

ANALYSIS OF COMMUNICATION STRATEGY FOR APPLE INC. 2

Analysis of Communication Strategy for Apple Inc.

Summary of Communication Strategy

Brindha (2014) conducted a study to examine how Apple and Samsung implemented integrated marketing communication strategies as part of their corporate communication strategy. The author provided a detailed case for every organization of which this report will be built upon the case of Apple’s communication strategy. From the case study, the author indicated that Apple Incorporation’s communication strategy involve integration of multifaceted channels that help them reach out and make meaning conversation or communication with its stakeholders (Brindha, 2014). The study demonstrated that the organization has a direct communication to all its stakeholders, both internal and external ones. For instance, the company’s communication strategy has enabled it to communicate to customers directly without the limitation of any communication barrier. Out of the communication channels making up the communication strategy, the author found out that Apple make intense use of print and broadcast media to communicate to its customers especially during marketing. Other channels include the use of digital media, direct marketing, public relations and personal selling, as well as point-of-purchase (Brindha, 2014). However, for the international communication approach, the company also make use of digital media such as emails, memos, posters and print media to communicate their goals and objectives, as well as the purpose of the businesses. International communication strategy is meant to share information with staff to help them achieve their goals at departmental levels and general organization.

Analysis of the Communication Strategy

Apple company made use of any print broadcast media to communicate to its stakeholders especially customers about their products. The use of billboards and television to promote iPhones (Brindha, 2014). Digital marketing process took place through traditional advertising media. For example, the use of social media platforms such as Facebook, Tweeter and Instagram to market iPhones has successfully help the company to introduce its products to customers. also, the use of company website has aided its communication and marketing as customers can easily access information about the new products like iPhones (Brindha, 2014). The use of Tweeter and other social media in the company goes beyond communication process to counter competition from its peer companies. The use of integrated communication process at Apple cannot be overlooked. The use of different electronic medias to enhance communication accounts for the company’s growth in technology due to its emphasis on research and development, as well as its latest marketing communication strategies (Brindha, 2014).

Though Apple is one of the largest multinational corporations, its culture makes it run like a small enterprise. The company’s communication strategy is based on the use of small teams and shifts brand focus in which the products can easily communicate the design and quality of the firm’s products. Analysis of Apple’s marketing communication strategy and its brand indicate that the firm pays close attention to quality and design of its products. For instance, the detailed information evident in their products are typeface and colors which has been constantly changing. Additionally, the company does not only make use of its website to communicate with its stakeholders or simply to market its products are services.

Apart from enabling customers to view products, the company make use of its website to promote online shopping. Other aspects of the integrated communication strategy include the use of App Store, iTunes and apple.com to make sales. As a result of its latest integration, the company encourage customers to personalize their purchases through point-of-sale communication approaches, hence attracting sales (Brindha, 2014). The increasing use of communication tools at the company such as direct marketing strategies done via App Store, iTunes and Updates, as well as advertisement attract customers, as well as retaining them, hence promoting brand loyalty (Cusumano, 2010). Lastly, the use of press integration tools for press releases and the introductory meetings for the new products also enhanced communication strategy, attracted customers and retain them, thus leading to increased customer loyalty.

Integration Techniques Explained

There are ways in which we can implement the same communication strategy used by Apple company. While developing a communication strategy, we to ensure that we adopt integrated communication strategy. The strategy will involve the use of digital communication channels such as emails to communication to clients; both internally and externally (Cusumano, 2010). The use of social media platforms such as Facebook, Twitter, Instagram and LinkedIn will be important when sharing information about the company, recruitment and launching of new products. Other means of implementing such like communication approaches especially in marketing activities include the use of print media, sales promotion that involve the use of coupons and point-of-sales purchase displays made available over the internet or website. The company will develop active website where they can communicate directly with customers. The direct marketing teams can directly contact customers and make sales of their iPhones, iPads and laptops directly por even use the company’s website to make direct sales by encouraging clients to visit our website pages (Cusumano, 2010). The use of public relations, sponsorship marketing and personal selling conventional methods that have been with us though the firm can incorporate all these strategies in its technological communication strategies to make them more efficient. For example, using Twitter handle and hashtags to promote the product through sponsorship marketing, public relations and personal selling can turn to be more effective as digital communication offers wide access to customers.

References

Brindha, G. (2014). Integrated marketing communication strategies of apple and samsung. International Journal of Research and Development—A Management Review, 68-71.

Cusumano, M. A. (2010). Staying power: Six enduring principles for managing strategy and innovation in an uncertain world (lessons from Microsoft, Apple, Intel, Google, Toyota and more). Oxford University Press.