On Jan 17Th, 2011, Steve Jobs announced his absence to focus on his health and the stock market was closed for Dr. Martin Luther King’s Birthday. One day later Apple also announced his Q1 2011 earnings. A lot of people know that the stock price is going to drop due to Steve’s absence, so Apple released its Q1 earning hoping that this would offset Steve’s announcement. The announcement of Steve’s absence on Jan 17th, and Apple’s Q1 earning on the 18th is a great marketing strategy that attempt to mitigate the full reaction in the share price.
Apple competes across several highly competitive markets, including the personal computer industry and related software, the consumer electronics industry with products such as the iPod iPad, digital music distribution through its iTunes Music Store, and in the smart phone market with the Apple iPhone. I think Apple’s marketing strategy focuses on creating a new lifestyle to its users; imagination; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. Apple also positions itselfin the market as having great simplicity and the removal of complexity from people’s lives; people-driven product design; and about being a really humanistic company with a heartfelt connection with its customers. Take Apple’s laptops for example, they weigh less than all the PCs with the same size and also Apple’s software is easier to use than some of the PCs.
I like Apple’s products really much and by thinking of its marketing strategy I am more interested in Apple Inc. Hopefully other people share the same opinion with me.
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