Future Plans Expansions And Diversification of Apple

RUNNING HEAD: MARKETING 0
APPLE : A GLOBAL ORGANIZATION

MARKETING 2
Contents
Introduction......................................................................................................................................3
About Apple.....................................................................................................................................3
Success factors of Apple..............................................................................................................4
The marketing strategy, competitors and competitive advantage of Apple.................................4
Globalization versus Customization............................................................................................5
Challenges faced by Apple..........................................................................................................6
Future plans, expansions and diversification of Apple-...............................................................7
Conclusion.......................................................................................................................................7
Bibliography....................................................................................................................................9

MARKETING 3
Introduction
Brands have become the most important part of the consumers’ lifestyle as they become
attached to the features and utilities it provides to them. It eases out various parts of the
consumer’s lifestyle, as consumers are able to draw benefits from it (Elder & Dauvergne,
2015). Due to the coming up of various technology, the products with unique features have
come up that has improved their lifestyle in an effective manner. The brands have to go through
various challenges to make it a success in the market place. A brand has to deal with changing
consumer habits, preferences, and perceptive to survive in the market for long run. The following
essay will be discussing about the global brand Apple and the challenges it went through to
become a success in the market place.
About Apple
The global brand is Apple that is a multinational consumer Electronics Company
headquartered in California that develops various computer software, consumer electronics and
online services. The company stands among the top four companies that include Amazon,
Google, and Microsoft. The products that company produces are ipad tablet computer, Mac
personal computer, iphone, Apple TV, Apple watch, Airpods and Homepod smart speakers.
Besides these electronic products, the company also produces its own range of software that is
macos, ios, ipados and tvos (Ejimabo, 2013).
The company also provides its services in the form of safari web browser, iTunes media
player, shazam acoustic, and ilife. The other online services included are Apple pay, stores,
cards, and genius bar. The company stands for the quality with the motive to provide the
excellent services to its target market segment. Due to its high quality and expensive products
and services, the company targets the creamy market segment of the society. Moreover, the
creamy market segments are capable of affording such an expensive brand. The brand has also
taken part in various activities of high importance such as climate change, and laws (Emas,
2015).
Global organization is an organization that operates between countries thus catering to
the target market of every country differently. Its motive is to cater to all the customers globally