La stratégie de marketing d'Apple
Date de publication :
30/03/2008
Langue :
Anglais
Format :
.doc
Nombre de pages :
11 pages
Sommaire :
Sommaire
- Historical Analysis
- Current strategy and objectives
- The Packaging
- The Genius Bar
- The Customer Service
- Innovation and Strategy
- Apple Pricing Strategy
- Customer retention process
- Customer Expectation Versus The Delivered Quality
- Value, Product uniqueness and suitability
Résumé :
In this world surrounded by technology and computing, largely dominated by Microsoft, apple had arrived to gain market shares years after years representing actually 7% of the worldwide computer sales but also 72% of worldwide MP3 players sales.
Since 1976, apple had diversified its products and imposed its Brand as a symbol of innovation and quality.
The success of apple is not only due to its innovation but in an important way to its marketing and communication strategy. They were one of the first to think globally in their communication with a unique message: « think different ».
Since 1976, apple had diversified its products and imposed its Brand as a symbol of innovation and quality.
The success of apple is not only due to its innovation but in an important way to its marketing and communication strategy. They were one of the first to think globally in their communication with a unique message: « think different ».
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