The firm’s
orientation is production orientation that focuses on what the company can do
best and what can their engineers design. However, since the competition of the
technology market grow, the company slightly changes the firm’s production
orientation to market orientation. Right now, the company more focuses on
customers wants and needs in order to satisfy them rather than just focuses on
what the company management and engineers think should be produced.
Apple Inc’s mission
statement is committed to bringing the best personal computing experience to
students, educators, creative professionals and consumers around the world
through its innovative hardware, software and Internet offerings.
Strength:
1 .
Keep inventing and improving products
2 . Strong and well known brand name
3 .
Strong financial performance
4 .
Owning retail stores
Weakness
1 .
High price
2 .
Decreasing market share
3 .
Doesn’t get high marks for treatment of foreign
workers
4 .
Haven’t come out with revolutionary product for
several years.
5 .
Following product design from other companies
Opportunities
1.
Strong product demands in developing countries
2.
Reducing price to gain market share
3.
Unlocking App for free download
Threats
1. Intensive
competition with Samsung, Google and Microsoft
2. Foreign business policies and regulation
3. Global
economic slowdown
Competitive Advantage
Objective
To increase market
shares and keep innovates competitive products.
Target Market
Attracting potential
customers who are swinging in current market and focusing on developing
countries.
Marketing Mix
Product: allowing customer upgrade their products after
two-year warranty with addition curtain amount of money.
Place: making products available in majority counties at
same time and available online shopping globally.
Promotion: taking 5% discount for all students and
instructors. Makes special limit
time discount for the company’s Apps.
Price: keep
reducing the previous version product price after the new product release.
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