The pressure from fierce market competition increases dramatically, as new entrants enter the markets and threaten the existing firms. As a result, how to operate the production chains well is not the only element that needs to be taken into consideration by firms anymore. Strategic marketing approaches are frequently adopted into marketing by firms to improve their profiles. Hunger Marketing is a new strategy been used successfully in business. Basically, Hunger marketing means goods/services suppliers’ intentional reduction of the productivity, in order to maintain the relationship between customers and producers by creating supplies’ shortages. Being in short supply, firms keep their high selling prices and profit ratios.

Apple was merely a successful firm, however, it started to be well-known company and dominated the market worldwide after iPhone 4/4S were released. We have to recognize Steve Job’s devoting to Apple, but we cannot avoid Hunger Marketing strategy’s contributions to Apple’s miracle. When iPhone 4/4S were released, customers were surprised by these unprecedented Smart phones. The demands for iPhone increase dramatically in a short period; however, Apple didn’t urge to satisfy all of the customers’ demands. Apple lowered the supplies to make the turnover much longer, the shortage in supplies made customers even crazier about the brand new iPhone. At the time Apple became the richest company in the world, it also built a perfect brand images among customers.

However, Hunger Marketing strategy is a double-edged sword. Even though Apple won global market share by adopting this strategy, excessive “hunger” may run out of patience from customers and thus, loses its market share to competitors. The question is how firm ought to implement the Hunger Marketing appropriately?

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