Marketing and Management: Core Strategies of Apple

Running head: MARKETING AND MANAGEMENT
Marketing and management
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1MARKETING AND MANAGEMENT
Table of Contents
Corporate objectives........................................................................................................................3
Market orientation...........................................................................................................................3
Core marketing strategy...................................................................................................................4
Reference.........................................................................................................................................6

2MARKETING AND MANAGEMENT
Corporate objectives
Corporate objectives of Apple constitute of various aspects, which provides holistic
scenario for all the associate stakeholders. Corporate strategy for Apple includes offering
innovative and up-to-date products to their customers. This is one of their key objectives due to
the reason that, Apple is known for their innovative and advanced products compared to their
competitors in the market. Innovative products of Apple are one of their key competitive
advantages in the market (Heracleous, 2013). Another corporate strategy of them is the
enhancement of the value for their stakeholders including both internal and external
stakeholders. This enables them to look after the interest of their stakeholders.
Moreover, this corporate objective of them is related to the basic business concept of
maximizing sales and revenue. This is due to the reason that, maximization of the sales and
revenue will automatically enhance the value for the internal customers. On the other hand,
proving quality and innovative products will also enhance the value for the external stakeholders.
In addition, Apple also concentrates on providing aesthetic value to their customers in order to
enhance their value (Cecere, Corrocher & Battaglia, 2015). Thus, they are having universal
approach in initiating their corporate strategy covering all the related aspects.
Market orientation
Marketing orientation is having three concepts namely, marketing concept, selling
concept and production concept. Marketing concept is the most popular concept being followed
by the contemporary business organizations (Urde, Baumgarth & Merrilees, 2013). It refers to
the concept of determining the taste, preference and requirement of the customers as well as of