Apple Marketing

Apple is a very popular brand. They sell a range of Macbooks (laptops), iMac (desktop computers), ipods (portable media player) and iphones (mobile phones). Their products are designed with a lot of advances, e.g for photos, videos, web and email. However, Apple hasn’t got a real product for taking picture that provide high quality of photos as many consumers suppose. Thus, we suggest a new idea to company that they can design and produce a new camera – a real camera with high level of technology. Why the idea is camera? The reason is we can focus on a major part of consumers who use Apple products as well as people are interested in camera and want to have experience in new products. As for market segmentation, geographic is one of the highest key variables that Apple is very strong and convenient to do. Since few years ago, Apple is one of the key founders and prominent in the field of IT, the most recent products, and consumer entertainment. Worldwide, it is a company with strong relationships with agents and retailers in the wireless world. Many stores and company are extended around the world, exporter estimate Apple will spread more and more with few hundreds stores in many countries. Furthermore, Apple also used this model to dealers in Europe, Japan and China. On the other hand, this is the same with the online retailer. Each country has their own website for providing and marketing to sell and divide products. Apple products attract buyers when visiting e-commerce sites, and of course increase sales. Apple products are available on bestbuy.com homepage and get a high position in the list of items the technology of large retailers such as Wal-Mart. However, if you want to design a new product u must consider company’s marketing environment that consists of the actors and forces outside marketing which affect marketing management’s ability to build and maintain successful relationships with target customers. Firstly, we should look at the microenvironment that consist of the actors close to the company which affect its ability to service its customers. As you know, marketing management’s job is to build relationships with customers by creating customer’s value and satisfaction. Thus, marketers must gain strategic advantage by positioning their offerings strongly against competitors’ offerings in the minds of consumers. In this case, if Apple design the camera they need to consider and find the information about their competitors such as some strong companies in this area like Canon, Nikon, Samsung, Panasonic, Olympic and so on. These companies above are all strong in camera for a long time already with a lot of products that have many features. For example, Canon is a world-reowned camera maker and a global multimedia corporation. With over 60 years of technological expertise under its belt, its passion remains unchanged to become a company that is loved by people throughout the world. Its products can be used for personal or business with a range of products as a range of price to satisfy every kind of customers. Moreover, these camera-companies not only improve the quality of products and change the models every period but also care and satisfy for customer’s needs and wants. For instance, Samsung is a big company with high level of services from caring, fixing and solving customer’s problems. They usually have promotion or discount seasons to satisfy customer’s need and do marketing for their products. These points are seemed clearly a factor that would likely have a negative impact on the product in the future. Secondly, we need to look at the macroenvironment that consists of larger societal forces which affect the microenvironment. One of the most important factor is the natural environment that involves the natural resources which are needed as inputs by marketers or that are affected by marketing activities. We can divide to 3 trends in the natural environment. First is shortages of raw materials that can limit the chain of producing the products as well as provide products to the market and customers. The shortages of raw material keep onwards make company slow down their plan then can not attract users even can make the product failed. Secondly, The increase of pollution can require the company improve and apply the higher level of technology as well as equipment and supplies to satisfy the quality of production line. Lastly, The increase of government intervention will make harder for company to take the certifications for their products as well as the document to sell or even export oversea. These are some factors that affect to distribute, promote and sell products so they would likely have a negative impact on the product in the future. Interestingly, when a company do a survey of market environment they not only need to find information about their competitors and the requirement of the quality of product but also the consumer buying behavior. It is very important to a company when they want to release a new product so marketer needs to understand the factors influencing consumer behaviors. In this case, personal factors are recommended to discuss how this factor would influence customer’s choice. As nature, people also have their life-cycle stage so they change their characteristic day by day. Thus, it also leads people change the goods they buy over their lifetimes. For example, if they are young they will prefer to buy something new, something with special features to show their level as well as follow the trend. However, if you are an adult who have family and a lot of things to care for, you will consider before buying the products. You will need to spend time to consider how much your budget can allow and is it useful or suitable for your intendance. The limitation is also caused by people’s occupation. It is called economic situation that lead their budget and their needs will depend on their income so the occupation influences their purchase. Thus, we need to have a survey to find out the average income and the suitable price for products that consumers can accept. Furthermore, lifestyle is also a considerable point as people even within the same subculture, social class, and occupation may still have different lifestyles. We can divide the lifestyle to 3 kinds are activities, interests and opinions. Thus, we can focus on people’s attitude to increase the rate of attracting people with our product. For instance, people prefer to join activities like camping, travelling they want have a camera with high quality and convenient to bring belong. On other hands, people who are interested in take picture of landscape they will need a “big” camera so can take clearly every point from the area. Therefore, these points have to show the behavioural characteristics of the consumers in their choice of the products.