Apple Inc, one of the most successful companies in the world. They now own a stock price near 400 dollars per share while their competitor like RIM and Microsoft only hold around 19 and 26. That’s a incredibly high price for a IT company like Apple. I never think about why Apple can be so successful. But after I read another classmate’s blog, https://blogs.ubc.ca/ziyansun/2011/10/26/the-secrets-to-apple%E2%80%99s-success-counterintuitive-strategy/. There are some thoughts that came across my mind. The reason why they became a leader company in their industry, is not only because the have a fantastic quality for their own product, but also because they have correct and efficient marketing strategies. They tried to let their products fit fot customers’ appetite in different times. Generally, they did it.
As you may know. Apple was initially famous for their personal computers. But Apple was not satisfied with this, they did some brand extension in 2001. On October 23, 2001, former CEO unveiled a brand new portable media player –Ipod. At that time, it is so amazing to have a digital mp3 player that has a 5 GB hard drive in it. After Ipod huge successful, they did some line extension. They has introduced more digital players like Ipod mini, shuffle, nano, touch, and developed a entire Ipod family.
Speaking to the brand extension for Apple, there is one product that we can not ignore, Iphone.
When Iphone first released in 2007, many marketers didn’t have a high evaluation on that. They didn’t think it’s going to change the market share much. But the truth is , they are wrong. As the best smart phone at that time, Iphone took over many market shares from other mobile manufacturers like Nokia and Motorola. Right now, Iphone holds a remarkably market shares in north america.
Back to the computers, their “original” business. They keep updating their desktop computers, and laptops. Also, they created a new light-weighted laptop, Macbook Air. This one is for those people who have to carry computer with them all day long. With the lighter weight, they are more convient and easier to carry. What’s more, they brought us a brand new categories of computer, the tablet computers, which is Ipad.
Because Ipad is the first one in this market, therefore they got a lot of market shares in the first, and this is important. but without the efficient marketing strategies and unique sight of Apple’s marketers, none of this would happen,and Apple would not be the company like they are right now.