Apple Inc - the Retail Marketing

The retail marketing is one of the most dynamic and existing areas of growth in the global economy. In order to fight with the competitors, to stand out in a saturated marketplace, retailers are focusing on customer-centre service, personalization and loyalty programs to attract and retain customers. It keeps consumers updated on existed products as well as promotes new products for customers. When the organisation used correctly, it can help to understand their market, their customers, the importance of strategic location, and it can be a strong communication tool. Apple Inc is an appropriate example as a successful retail organisation.

Apple Inc is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. It established on April1, 1976 in Cupertino, California, the company was preciously named Apple Computer Inc, but removed the word "computer" 30 years later to reflecting the expansion into the consumer electronics market in addition to its traditional focus on personal computer. This successful transformation made the apple Inc becomes diversification. "Apple computer was the first company to enter the computer industry; this has helped the company to establish a worldwide recognized brand name" (Kimmel, 1998). The company's best-know hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. Apple software includes the Mac OS X operating system; the iTunes media browser; the Safari internet browser and ISO mobile operating system. These series of products are the mainstream products in the consumer electronics market nowadays. Since they operated the first retail store, they gradually form a huge customer base. Now, the Apple Inc sells its products globally through its retail stores, online stores, and direct sales force and third-party cellular network carriers, wholesalers, retailers and value-added resellers. As