industry analyst's report

Abdulaziz Alroumi

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Strategic management: Apple Company

Apple Inc is a company that has been successful in the field of technology especially from its manufacture of high quality computers. The company also has been successful due to the market grip by iPhones and iPads (Carlton, & Kawasaki, 2013). The company has been making huge profits in the recent past. Recently, the market share of the company has really reduced due to the entry of so many companies making cheaper phones and computers. Strategic management is therefore important to restore the profit level of the company.

The market for mobile phones, pads and computers is a competition where there are no restrictions to entry and exit. There has therefore been an influx of companies selling their own brands of mobile phones and computers. The prices offered by these companies are lower than the price of apple products. As a result, it is important for the company to strategize on how to reclaim its market share. The main competitors of Apple include dell, Samsung, Toshiba, Compaq, Acer, Asus, among others phone and computers manufacturers (Carlton, & Kawasaki, 2013).

The company’s strategic management has identified intensive marketing and promotions as the step the company will make to reclaim the market share. The management of the company believes that, intensive advertising would solve the company’s decreased market share nightmare. The company’s management has identified several modes of advertising that will be utilized to implement this strategy.

The company will for instance put advertisements in the media. The media advertisements will be centered at making the public understand the products that the company offers (Lavidge, & Steiner, 2012). In televisions, there will be exhibit of the real products that the company offers. The will be display of mobile phones, iPhones and iPads on the television screen. The adverts will be a minimum of one minute long to increase the time that prospective consumers see the adverts. As a result, the company is likely to attract more customers.

The company will also utilize billboards to achieve its new marketing strategy. Billboards are large pictorials that are placed mostly on road sides and also across walls of tall buildings. The aim of billboard advertising is to ensure that, the adverts are seen by as many customers as possible (Rossiter, & Percy, 2011). The billboard pictorials will have pictures of the company’s products, which include the mobile phones, iPads, iPhones and laptops. The pictorials will exhibit the quality of the products. Alongside the pictures of these products will be the description of the features that these products have.

The company will also do intensive internet marketing to reach customers online. In the recent past, the usage of computers has increased and much of the information that is needed by customers is available online. The world has become a global village by virtue of the use of computers (Lavidge, & Steiner, 2012). As a result, the company has strategized to utilize this large potential customer base. The company will therefore start by its own website. Displaying the products of the company they consider hot on the company’s homepage. By so doing, every one that visits its official website is capable of seeing the products alongside with description of the features associated.

The company will also use advertising and sales website to market the products. The company’s strategic management has planned to place the products of the company for instance on e-bay. At these online marketing platforms, many people are capable of viewing the products and the sales will increase. An internet advertising feature that has been successful in the technology market and the general market has been placement of adverts such as pictorials of the products of a company on the sites that people use for information search. They do not change the information needed on search engines but viewers of the information are capable of seeing the pictorials of the company’s products, features and the reason why they should buy these products.

To this end, the company has approached Google Inc, the greatest internet information provider according to Lavidge, & Steiner (2012) to make a deal that will see information pages customized to have adverts of the Apple Company on the sides. Google Inc has accented to this deal apple company is likely to benefit greatly from this. Advertising on information pages has proven a successful strategy as it has been used by the coca cola company. This strategy is therefore likely to bear fruits for the Apple Company.

The company has also strategized to advertize its products in events of world interest. These include football matches such as the world cup and leagues that capture the attention of people internationally. These include the European champions’ league, the Barclays Premier League, among others. During breaks, the company will seek to get a chance to place short advertisements. These advertisements will reach a large number of people in the world as they are watched internationally by large number of potential customers.

In conclusion, Apple Company has been a market giant for quite a long period having large number of customers according to Carlton, & Kawasaki (2013). In the recent past, there has been an influx of companies offering different brands of the products of Apple. Due to their low price, most customers have shifted to these products and therefore Apple is almost losing the market grip. Advertising is the strategy that the company’s management is planning to use to restore that market share. Advertising makes the products of the company more known to the public as well as creating a good public image.

References

Carlton, J., & Annotations-Kawasaki, G. (2013). Apple: The inside story of intrigue, egomania, and business blunders. Random House Inc..

Lavidge, R. J., & Steiner, G. A. (2012). A model for predictive measurements of advertising effectiveness. Advertising & Society Review, 1(1)

Rossiter, J. R., & Percy, L. (2011). Advertising and promotion management. McGraw-Hill Book Company.