Apple's Marketing Strategy

Introduction

Apple Incorporation, a well-known multinational company, is well-known for its electronics products along with laptops and computer softwares. It has 363 retail stores throughout the world and has a global sale of almost 16 billion USD (Perreau, 2013). This report describes consumer’s decision making process while purchasing a laptop and Consumer’s attitude towards the Apple iMac laptops which will help the Apple Corporation to prepare the marketing plan for iMac Laptops.

Consumer Decision Making process for Apple iMac

Consumer decision making includes the following processes while purchasing Apple iMac laptops.

Budget

The first thing that consumers see is, budget. Budget is very important in deciding if the product should be bought or not(Kotl er, 2010). Apple iMac is really an expensive product available in the market. Its lowest range starts from very high prizes. Thus, Apple iMac laptops may not be in the budget range of most of the customers.

Features 

The laptop should have the features that the customers want in their laptop. These features should be according to the customers need and requirements. Apple provides a wide range of features according to various professions and purposes. The main features that the customer will focus is, on the size of hard disk, RAM, processor and processing speed, graphics card, USB ports etc. (Reisinger, 2012).

Compatibility

Compatibility is also an important factor. Customers are really conscious with the operating system, as it acts as a platform for various applications and programs in a computer (Cansu, 2013). Operating system also depends on the ease of use. Thus, customers want to install the operating system according to their comfort.

Design and Look

The other thing that the customers considers while purchasing any laptop is its design and look.  Philosophically, design and look of the laptop should be according to the profession or purpose. Personally, people want to purchase a laptop which suits their style and personality.

Reliability and Comfort

Reliability of the laptops is also important for the customers. Before buying the laptops they make it a point to check its reliability as well as the comfort in using the accessories. Accessories like touchpad, keypad etc. should be soft and according to the comfort of the users. Reliability is a measure to how much the computer will work correctly (Perreau, 2013).

Reviews

While purchasing these types of accessories, customers always take recommendation from other people who used the apple products. Thus, it is also necessary to provide the quality service as people will recommend it only on the basis of their experience. But it should be noted that Apple iMac has a good reputation in the market in terms of quality, reliability and comfort (Strategies, 2015).

Consumer’s Attitude towards Apple iMac

Apple is a well-known popular brand in market for its quality and services. People like to use Apple iMac laptops available in the market. Apple laptops are available in the market with wide range of features in terms of memory, processing speed etc. It satisfies the needs and requirements up to a satisfactory level (Forbes, 2014).  Currently, Apple laptops are compatible with most of the operating systems. People feedback supports the reliability and the quality services of the Apple laptops. The only negative point is that Apple laptop may not be in the budget of many middle class families. It enhances the image and lifestyle of the customers as the style and look of the laptop is very beautiful and Apple brand itself enhances the lifestyle of the people (Harris, 2013).

Conclusion

The above report is a market analysis for the Apple iMac laptop. Apple has a strong brand image among the consumers. Customers prefer to purchase the Apple laptops for its quality, services, features and reliability and rejects is due to budget. People also think that Apple laptop enhances the personality of the people. 

References

1.        Forbes, (2014). Here's The Simple Secret To Apple's Marketing Success. [online] Available at: http://www.forbes.com/sites/jaysondemers/2014/07/08/heres-the-simple-secret-to-apples-marketing-success/ [Accessed 18 Jan. 2015].

2.       Reisinger, D. (2012). The unspoken truth about Apple. [online] Fortune. Available at: http://fortune.com/2012/07/30/the-unspoken-truth-about-apple/ [Accessed 18 Jan. 2015].

3.       Strategies, 4. (2015). 4.0) Marketing Mix – An Overview of Apple's Implementation of Marketing Strategies. [online] Academia.edu. Available at: http://www.academia.edu/5249311/4.0_Marketing_Mix_An_Overview_of_Apples_Implementation_of_Marketing_Strategies [Accessed 18 Jan. 2015].

4.       Harris, M. (2013). New Product Markets...Create and dominate them Apple style! 2010 CMO Partners.

5.       Kotler, P. (2010). Marketing Management 8^th ed. London: Pearson publishing house.

6.       Cansu, Copuroglu (2013). American Academic & Scholarity Research Journal  5 (6) pp. 5-10.

7.       Perreau, F. (2013). The forces that drive consumer behaviour. Pp 6-41.