Marketing Strategy|Business
Case: Apple
Few companies have been able to master the arts of product innovation, a “cool” brand image, and customer evangelism like Apple. After nearly collapsing under a cloud of bankruptcy in the mid-1990s, late Apple CEO Steve Jobs was able to save the company he created through product innovation, a masterful marketing program, and an entrepreneurial corporate culture. This case reviews Apple’s history and remarkable comeback with an eye toward the marketing strategies that created the company’s success.
1. Based on the distinction between consumer needs and wants, explain how and why Apple – unlike any other company – is able to transition its products from wants to needs.
2. How has Apple successfully used behavioral segmentation to develop extreme loyalty among its customers?
3. The media often points to Apple’s massive cash reserve as a key strength that the company could leverage to become even more successful. If Apple asked, what would you tell them to do with the cash? How could Apple better meet customers’ needs and wants by strategically investing that cash for the company’s future?
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