1. How has apple developed extreme loyalty among consumers that has resulted in

Question

1. How has apple developed extreme loyalty among consumers that has resulted in an almost cult-like following?

2. Describe the role of Apple stores as an important part of its marketing strategy.

3. What will Apple need to do to maintain product innovation and customer loyalty?

2 Apple's Winning Marketing Strategy CASE Synopsis: Few companies have been able to master the arts of prodact innovation, a "cool" brand mage, and customer evangelisns like Apple. After nearly collapsing under a doud of bankraptcy in the mid-1990s, late Apple CEO Steve Jobs was alble to save the company he created chrough product innovaticn, a masterful marketing program entrepreseurial corporate culture. This case reviews Apple's history and remarkable cometack with an eye toward the e marketing strategies that created the company's case abo esamines many of the challenges faced by a company that continually pushes the boundaries of marketing practice to stay on top of the consumer electronics and computer industries innovation, marketing program, prestige pricing, coempetition, changing technology, customer loyalty, forein sourcing, intellectual property, privacy issues, corporate aulture, sustasinability ew companies can boast that they have fans that sleep outside its doors to be the first to snag its latest products, but such is the case wish Apple. Inc. In 2011, Apple surpassed Google to become the most valable global brand, with an estimated value of $153 billion. Headquartered in Cupertino, California, Apple has transformed itself from a company near hankrupkcy in 1997 (with a stock price of $3.30) to the world's most valuable coempany in 2012 (with a stock price of moee than $600). Many companies have tried to copy Apple's strategies, but none have reached the ?conic status of Apple and its products. Some believe that Apple's success stems from a combination of several factors, including the leadership qualities of late CEO Steve Jobs, a corporate culture of enthasiasm and innovation, and the revolationary products for which Apple has become known. While every organization must acquire resources and develop a basiness strafegy to pursue its objectives, Apple has excelled in both leadership and operations. One of the company's most important resources is its employees, and the company has effectively recruited, trained, and ployees to create loyalty. Another resource is suppliers, and Apple has created a highly efficient and effective sapply chain with most of its production in China. Apple has also mastered core research and development skills that have allowed the company to translate its technological capabilities into products that consumers want and are willing so pay a prenmium price to oblain. The capstone of is its retail stores that have become a role model for its competitors, Apple's strategy atdl lawrper herd. Ustversity of New Meskco prpared this ase undes thr drection of OC Ferredl for dasroon áscusion rather dhan to Mastrate eflecthve or ineffective handling of un dminstra O.c 327

Explanation / Answer

1.       Apple is known for its innovation. It had made several products that are completely different, distinct and superior to its competitor. Apple has always worked in making its product simple and easy experience yet very handy and protected. It has also given several features like “The App Store” (a user can download the required app from the repository of app) and products like “iPhone and iPad” which are way ahead of other similar products available in the market.

Apple has created an ecosystem where all its products are paired, hardware and software upgrade are available, so that a customer can easily upgrade its system from one version to another. The look and feel of its product is also very good and most important thing is its ease of access, simplicity and virus protection. These are some of the features and points that have made customers loyal to Apple and developed cult like following.

2.       Apple Stores symbolises its philosophies and symbols as the stores design to the atmosphere inside it along with the customer experience is phenomenal. The look and feel of the store is very good as compared to any other stores in the market. The employee present in the store are trained in such a way that they greet and support the customers, providing the best customer experience. Before the launch of any Apple product, it is kept on display in the market so that customers can test it before buying. Being able to get a view and test capability of the product, customer develops a want to get the product as they see value in the product. In this way, Apple stores acts as an important part of its marketing strategy.

3.       To maintain product innovation and customer loyalty, Apple should constantly work on coming up with new technologies and advanced features that the customer would need in future. Also, it should focus on providing a good customer service and support. It should also come up with constant upgrade in system which will keep a buzz in its customer making them feel excited for testing the new capabilities in their existing product. Some of the products of Apple has come up well ahead of the time like iPods and it should work on coming up with new products and features which can give comfort and good feel to the customer and in this way, Apple would be able to differentiate itself from its competitors.

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