Marketing Organizational Design and Responsibilities of Apple
Apple’s marketing organizational design and responsibilities create raving customers who queue for hours to get the first iteration of new products as they are released. The company goes way beyond the computer brand label and focuses on creating products for specific market targets and loyal customers. One of the most outstanding features of Apple’s market organizational design is its focus on attractive value propositions in brand communication. The company has a value proposition that is beautifully designed with smaller packaging to appeal to customers. Apple’s marketing organizational structure also integrates innovative features into its products to express the brand in a minimalist yet highly efficient manner.
Apple’s marketing organizational design and responsible focus on structuring sales by customer, not product. This B2B approach boosts the company’s sales by ensuring its marketers understand customers and offer them solutions from across the company’s portfolio to meet their needs better. This marketing responsibility enable Apple to leverage pricing with little discount to as a means of conveying its brand values. The company focuses less on attracting customers through price and instead offers them exceptional customer experience to gain their loyalty.
Fit of Existing and Planned Products and Services
Apple’s existing and planned products and services align with its competencies to get brand recognition and a legacy that will outlive its competitors. The company considers its market capabilities when launching products and its efficacy in breaking down barriers of customer segments. Essentially, the company’s view of the target market is not restricted to customer demographics but instead targets everyone. Additionally, the company’s marketing messages and ads content do not contain fancy tech jargon about its brand specifications (Lan, 2021). Instead, the products are tailored with manufacturing and marketing capabilities focusing on features affecting users, such as storage space, camera resolution, and screen display.
Moreover, Apple ensures its existing and planned products fit its relevant financials, managerial expertise, and distribution channels by assuming that price wars are part of the competition in the tech industry. The company avoids price wars in the industry and sticks to its pricing models even though they are significantly higher than competitors. Apple does not see other tech products that focus on enticing customers with low prices. The company promotes a unique value proposition through seamless customer experience and beautiful design without considering what competitors are doing. By sticking to its pricing models, Apple creates a brand culture that has spawned customer loyalty and market superiority (Lan, 2021). The practice has worked to shape products delivered in the industry and the reception of technology in designing brands.
Portfolio Analyses of Apple
Apple maintains a lean product portfolio by prioritizing the manufacture of fewer products and delivering the best quality to customers. The company has a good product portfolio to sustain profitability and shield its business from revenue fluctuation during uncertain product circles. The company’s portfolio centers on incremental innovation to ensure better quality products. Major products such as Apple Car and iPhone reflect the company’s commitment to innovation and constant product improvement to fulfill customer needs. Moreover, Apple explores potential market segments to launch new products that and keep up with market trends (Lan, 2021). For instance, Apple use an experiential marketing strategy that led to the introduction of iPhones to provide customers with better product experience (Lan, 2021). Constant innovation at Apple demonstrates that its product portfolio is beyond the blue ocean. The company’s product portfolio management strives to work on a value proposition that will increase revenue and penetrate new market segments to surpass early adopters.
Reference
Lan, B. (2021). Analysis of Apple’s Marketing Strategy. In 2021 6th International Conference on Social Sciences and Economic Development (ICSSED 2021) (pp. 128-132). Atlantis Press. Web.