Apple is marketing to people who have a few characteristics.
1) Middle/Upper income folks who are willing to pay a bit more for a better user experience. paying 500 more for a computer is not a huge deal if you have a decent income.
2) People who like to have fun with technology. No other platform offers as many entry level tools (the whole iLife bunch and more).
This includes people who like to shoot a lot of digital photos or video. It’s the whole digital hub concept. People are starting to buy into it.
3) Music enthusiasts and fans ages 12-35.
4) Professionals in media and design.
The first two groups do overlap, but it’s a huge market. Way bigger than 5% or whatever. Apple’s problem is not really pricing. These are the same people who pay $500 to get seats that warm up your behind. Apple’s problem is the status quo. People who should consider macs don’t, because of a stigma of incompatibility that developed in the 90’s.
Apple’s market share and success will grow in the next ten years for the simple reason that our generations X and Y who have been exposed heavily to the internet weren’t using computers much during the ‘compatibility’ days But anyway, the ‘compatibility’ problem dies when the people who believe in it are not young anymore.
Market Segmentation
The market segmentation includes:
Demographical bases.
Geographical bases.
The Essay on Apple Market
Apple changed its company name from Apple Computer to Apple Inc in 2007. And with this name change, the chief element of Apple strategy is to let consumer know, it is not just a computer company, but a company provide other products, such as iPod, iTunes, and iPhone. In Sculley Years, Apple’s chief element was to be versatile compare to IBM, and it will be the complete desktop solution with ...
Behavior bases.
Psychographic bases.
2.1 Demographical bases (age, family size, life cycle, occupation) Looking into Apple, the Demographical market segment is successful because they are developing products on the age, life cycle, occupation of the people. They are distributing their products into various places and the PCs are categorized on age, family size, for example they would have more games and entertainment in the PCs for the kids and a professional PC with all the latest software’s. 2.2 Geographical bases (states, regions, countries)
Looking into the geographical bases of Apple they have established their business all over the world like U.S., South America, Europe, Japan, and Australia. Recently Apple chose to implement a vertical growth strategy and began expanding their own retail stores. The company also sells its product via third-parties dealers, or via internet through their own website or through the iTunes online music stores.
2.3 Behavior bases (product knowledge, usage, attitudes, and responses) In this market segment Apple providing good product knowledge to the customers by advertizing on search engines, T.V. as they have a very good brand image. Using this brand image they are continuously coming up with new ideas and products and attracting the customers. Apple has got a very good response rate as many of the customers are looking for new designs and innovative products which Apple is successfully delivering. 2.4 Psychographic bases (lifestyle, values, personality)
Looking into Apple the psychographic market segment is successful because they are developing products on the lifestyle of the people such as Mac book for the younger generation. Apple having a very good brand image has very good value for its products as they are different and innovative. Looking into the personality (style) sector Apple is providing their products with different colors for the people who like fancy colors.
The Essay on Understanding Good Customer Service
This is when they ask for something and they expect a certain level of service Customer satisfaction- This is when customers feel like you’ve given them a good service Main characteristics of typical customers- Typical customers purchase goods/services, make queries and ask for advice. Exceeding customer expectation- Providing good value for money, giving advice and information quickly, providing ...
