Ch. 12 - Services and Nonprofit Organization Marketing

services

service quality can make or break a company's reputation regardless of their orientation with the ease of access to internet, consumers have the ability to get valuable information about services provided by certain companies. therefore, companies have to provide a reliable service for the customers. in fact it is the most utmost important aspect of service quality. for instance if you were to call apple customer service number they would tell u to make an appointment online and file a claim for the Apple care warranty for a damaged iphone (assuming that the damage has been covered by the Applecare warranty) you would not expect to have an argument with a representative to prove your eligibility. in other words, it should be accurate to written warranty, and the process should be effortless to the consumer    

nonprofit organization marketing 

The NPO (non profit organization) for Apple is an organization where they use funding to pursue a specific purpose, such as thing like charity cause, unlike rather than pursuing profits for its own well being as a for - profit business dose. some people might not believe that investing in marketing strategies is required for non-profits, but it is quite beneficial for an npo to successfully market itself. non profits use marketing tactics to assist with growth, funding and prosperity. without any of these things, the overall mission of the npo will dwindle  

   

Ch. 11 - Developing and Managing Products

With Apple being a very popular brand, they still manage to put a whole lot of effort in creating different innovative ways to promote their products. They offer so many products that Apple may find it hard to think of new innovative ideas in order to branch out. Although this may be true, Apple never displays disappointments because they go through a rigorous product developmental process. This new product strategy helps them put everything together; from marketing to their finances. This is a continuous cycle and it is easy to pinpoint their ideas on whether it can contribute to a company's growth or hurt them.

The main idea for Apple to develop and manage (with innovative properties) new products is so they try to create something that is appealing and meets the needs of the consumers.

Apple is one of the very few firms that achieved newly established product(s). This has shown innovations in features and design, which became very popular and profitable. For instance, both the iPhone 7 and MacBook are trademarks of Apple successfully developing products that receive recognition. This may come from: many consumer reports, bloggers, business professionals and youtubers. Apple is innovative for their sleek designs and builds quality - lag free interface.

MacBook Pro 2016 with touch bar and the iPhone 7 plus.

Apple's product creation and development teams are involved in the first stages of creating new products. This includes commercialization, target marketing and advertising them to consumers.

The Apple product evolution.

Ch. 8 - Segmenting and Targeting Markets

Apple's segmentation concept is pivotal to their marketing strategy. Apple has targeted and marketed their products to consumers with certain characteristics. Apple does not use the target market the same way as many of their competitors do because the target market focuses on the users, more so than the target markets alone. This will also decide how and where they will use Apple products.

This does not mean Apple is excused or ignorant for the laws of marketing, but instead they use a very unique form of strategy called "psychographic segmentation". This strategy is appealing to all consumers, despite their: gender, ethnicity, religion, race, socio economic status and income level.

Although Apple tries to be appealing to all their consumers as much as possible, they still tend to gravitate towards the middle class to upscale high class consumers. For this reason these middle and high class consumers do not mind spending a little bit of money for the best quality products purchased. Some of these middle to high class professions include: media and news editors, magazine editors, graphic and video design editors, publicists and journalists.

Apple's use of the demographic segmentation illustrates the concentration of Apple retail stores around the United States of America.

New York City and California are main areas where Apple place their retail stores. Apple targets those two states because they appeal to the lifestyles of those living in those locations.

Apple has positioned themselves to being a "lifestyle brand", which appeals to the generation of the "tweens" and to those born after the baby boomers. This includes low income consumers to high income consumers.

Apple has over 120 web online stores catering to 120 countries and regions currently now http://www.apple.com/choose-your-country/ 

Ch. 15 - Marketing Communications

The entire concept for Marketing Communications (MarCom) for Apple is basically targeted interaction between current consumers and potential consumers. Apple will use different media outlets to help with their marketing, such as: direct mail, newspapers, magazine, email subscriptions, television, radio, billboards and the internet.

Apple uses the AIDA (Attention, Interest, Desire, and Action) concept for their strategy. This concept outlines the procedure in order to execute promotional goals. This comes in terms of stages of consumer involvement with the message.

With the integrated marketing communication (IMC), it will help to maximize the influence a company has on their consumers.

Apple has done a phenomenal job using components from IMC and the A.I.D.A concept to achieve and maintain a long term consumer relationship, while pushing the Apple brand and its value.

Apple uses promotional advertising and different advertising tools to capture the consumers' attention, interest, and desire of the consumer. Apple continues to grab our attention and interest through innovating and sleek imagery of products, as well as keynotes and other publications. For example, just prior to the heavily anticipated iPhone 7 and iPhone 7 Plus being released, the phone received a great amount of publicity that captured so many potential customers' attention.

A = Attention 

Apple gets the customers' attention with eye catching and HD photos of their products, which are displayed on their website. They also do this kind of publicity through blogs and online articles. By people reviewing their products before launch, the consumers will be able to have a look at their products and play around with them before it hits retail stores. 

I = Interest 

With interest, the products that Apple comes out with really makes customers think if we really need another upgrade to our current iPhone. On the other hand, are willing to buy it just because we can and it's a "trend"?

D = Desire  

The desire part plays for consumers who love the company so much that they will camp outside the stores and wait to purchase the product. This also includes for websites because people will buy stuff online happily and wait hour prior to launching hour.

Action = Action 

With action, Apple has been very successful with sales margins. They now cater to so many wireless carriers all over the globe. As a result, this allows for more attraction from consumers and potential buyers from all around the world.

Ch. 10 - Product Concepts

I would like to add a few facts with this blog before I elaborate my thoughts on Apple's product concepts.

Apple is in a category of their own especially when it comes down to product concepts, retailing, strategy. and advertising. They know exactly what they are capable of doing and they go at their own pace rather than following competition. They also have consumers push them to the edge by asking Apple what they want through social media demands and blogs. Consumers may also give Apple product concept ideas, but Apple will not be taking any chances on that and just simply do things their own way.

Apple may be slightly behind when it comes down to few features on their iPhones or other products. However, this isn't hurting their sales because they are still on top of their competitors with high positive reviews and consumers satisfaction ratings. This is definitely a smart play by Apple because they go through every procedure and obstacle in order to have creative marketing, designs and engineering teams. Competitors like Samsung are already at the peak of their innovation, but as we saw recently there was a horrible outcome with their new product. The Galaxy Note 7 is like a ticking time bomb, which can explode at any given moment due to poor quality assurance inspection. As a result, many customers will leave!

Apple's products are considered a shopping product because of the pricing. When compared to convenience products, the image portrayed by Apple is of its innovating and sleek designs. The popularity of their products gives Apple the luxury to be called a specialty product. The perception of Apple products that consumers have alone allow us to see the product concept, which is absolute pure genius. Every consumer that has an Apple product can tell you how much it means to them in terms of how their product delivers in quality, usability, sleek design finish and easy interface. These opinions by consumers can be backed by Apple's product concept, the performance Apple display to their consumers and by consumers reports.

Product Concepts: For Apple or any other company there is a universal business hypothesis. This hypothesis assumes that consumers desire products in areas such as: better updated features, performance, and quality.

Shopping Product: Apple is a shopping product because it is considered a luxury product, which is occasionally bought by consumers who do more research before buying the product. Consumers will spend a lot of time on research and looking into the item to make sure the product is worth it.

Product Warranties: This is an insurance protection, which is applied to a product that a consumer purchases within any big box retailers or super stores. It is described as an additional protection plan to the consumer when you buy a product. This gives the seller or manufacturer a responsibility to repair or replace the product if it is (or becomes) damaged.     

Ch. 17 - Personal Selling and Sales Management

One of the most effective ways to attract consumers is by having sales promotions. This tactic tells the consumers to come into that specific location offering sales promotions. Once the customer has entered the store, it is know the employees turn to give their expert advice and knowledge in order to help the consumer out. The employee can  use anything to execute the sales, such as in depth tutorials on how a product works and giving. The employee should familiarize themselves to the customer so they can feel important, which is the next important factor. After the sales associate has gained the sale, the interaction between the customer and sales associate is what creates repeat visits from the customer. If the employee is very good at their job then this can lead to referrals from the customers. As a result, the sales promotions and retail store become positively popular.

Personal Selling

Apple uses different promotional techniques by using special short term methods to encourage people to respond or undertake their products. For example, they use money guarantees, purchase price and rebates.

Apple stores are very unique on each store layout design and structure, which is what sets them apart from all electronics stores. Apple displays all of their products so the consumers have a hands on experience, along with a clear intake on the environment of the store. Consumers are allowed to surf the web on any of the products, such as: the iMac, Macbook, iPad and iPhone. This allows them to experience different features and allows the consumers to get comfortable with Apple products. Ultimately, this is a major sales and promoting strategy, which shows Apple has good personal selling strategies.

Sales Promotion

     

In addition to the previous chapter about sales promotions, Apple uses advertising, public 

relations and personal selling. This way the marketing managers can execute the idea of using the method of sales promotions to increase the effectiveness of their promotional efforts.

Another aspect to take notice of is that Apple rarely gives out promotions and discounts on items. However, Apple does have special deals on specific months, such as back to school for college students. During the summer Apple has this program where they give you up to $200 off on a purchase either online or in store. They will also give you a $100 iTunes gift card. 

Rebates

Apple does not hand out many rebates on merchandise. They only do a follow up on certain occasions with special educational pricing (as said above).

If you choose to purchase a Macbook Pro for college, then Apple will give you a $100 iTunes gift card. They will do a quick in store audit to see whether you are a student or not by looking up your student ID card. This is an example of a rebate.

Sales Management 

Going back to "Chapter 14 - Supply Chain Management and Marketing Channeling Retailing" and my personal experience of going to the Apple store. When the associate encouraged me to purchase an attachment of insurance along with my iPhone, which was called "Applecare", she then quickly handed the brochure to her sales manager because she did not know much about the Applecare system. From there it didn't take long for the sales manager to execute the sell furthermore. He was proposing ways on how to maintain my product from any potential damages and providing me really good advice in general. This way he won't lose the sale.  He also kept on asking me if I found everything alright and advised me to buy a protective case so my phone is safe at all times. 

As you can see it is the sales manager's duty and obligation to fulfill my needs. He also helped his employees out who didn't know much about the Applecare system.

Ch. 16 - Advertising & Public Relations

Apple's success comes from quality made products for which they do tremendously good in sales margins all over the world. They do this by: excelling well with advertising, making the situation and outcomes in the advertisement as real as possible, and they put a lot of effort and time when they make their ads. The advertisement, which consists of 30 seconds to a minute in the ad campaign, captures the attention of its target market. The message affects consumers daily lives, informs them about new products and services, and recent new updates on products.

Some people think Apple does not need advertising, because Apple is already so incredibly known all over the world. However, becoming so successful does not happen overnight. Apple products just do not just sell themselves - no matter how excellent they are.

Apple may have absolutly great products and good ad campaigns, which can help elevate their sales, but Apple is actually strategically and aggressively pushing their products right at the consumers. They put a lot of thought, effort, time and money into the advertisement and public campaign. This allows the consumers to get drawn into their products.

Apple has had many ad campaigns in the past, but they are now geared towards photography. They take a lot of photos more of their current flagship product the iPhone 7. Furthermore, their motto for this ad campaign is "shot on iPhone".

Apple uses two major types of advertising:

1. Institutional Advertising: Apple uses institutional advertising to promote the corporation as a whole and its design in order to maintain the company's identity. Not to mention, their first advertisement commercial, which took place in the super bowl in 1984, showed Apple in a black and white themed event and promoted to the think different concept. Apple has definitely stepped up their game since then!
2. Product Advertising: is a procedure of communication about the promotion of a product, in an attempt to persuading potential consumers to purchase the product. advertisement usually requires payment to a communication channel. the general objective is to increase brand awareness. or to demonstrate the differences between product and competing products in order to sell them 

  

iPhone 7 billboard ad

Ch. 14 - Supply Chain Management and Marketing Channels Retailing

I will be discussing my experience I had at the Apple store. I went to the Apple store located at 103 Prince Street, SoHo New York.

FUN FACT! There are 486 Apple retail altogether stores in 19 countries. In New York there are about 21 Apple stores. 

I chose this location because the structure is quite unique. The building use to be occupied by the United States Post office. On the top of the building, the words, "United-States-Post-Office", still remains engraved.       

                                                                                                                                                                                                                                                                              

Apple store in SoHo

The first thing I noticed when I walked into this store was the staircase inside, which was leading up to the second floor. This staircase was custom made in Germany with thick heavy glass panels. It looked stunning and amazing! With sleek modern design from floor to the ceiling, the store looked very clean and organized. It definitely was very attractive, which was a way customers could shop at ease and also take amazing photographs.

In my perspective, I did not feel like I was inside a store, but rather it felt like an art gallery museum displaying Apple products. It was interesting to see that the design of the store looked similar to the design of Apple products. 

Since this is an Apple store, it obviously sells everything is Apple. They had items such as: Apple watches, Macbooks, iMacs, iPad's and the famous iPhone. Recently, Apple came out with the iPhone 7 on September, which, currently, is doing tremendously well in sales. I saw this when I went this past week to pick up my dads iPhone 7.  

Like any ordinary customer, I was greeted by the sales associates right away. There were approximately 50 employees  working that were wearing grey solid t-shirts with the apple logo on it. All of the employees were assisting customers inside. I had an associate approach and ask me if i needed assistance. I replied "I will need assistance but in a few minutes time because I would like to explore around."

I went upstairs to test out the iPhone 7 Plus and I began to realize that all of Apple's products are on display, which means customers have free ability to play and test around with them. I also got to feel the weight of the phone, look at the different colours and look at the new features openly.  This is a benefit to customers because they get to experience, in real life, how the iPhone is. On top of that,  the employees are very knowledgeable and very professional. I over heard a customer being emotional because her Mac was giving her problems. She was trying to outdo the sales associate but the associate was very calm and handed the situation very professionally. The sales associate resolved the issue and gave her a tutorial on how to retrieve her files from her iCloud account. 

This is me holding the iPhone 7 Plus (display) in matte black.

There is a section at the back of the store called the "genius bar". This is where employees can teach you how to use your Apple product if you are a first time buyer. This is another tactic Apple establishes in order to create a close and long-term customer relationship.

   

Outside the SoHo Apple Store

My overall experience at an Apple retail store was great. I have had a positive time there. I spent about 35 minutes at the store and walked out the store satisfied with my purchase. While I was there, I applied the methods of the decision-making process (from the previous blog), which definitely helped me out. I witnessed good, ethical behaviours from the employees and professionalism handling certain customers. This experience showed me how to apply the principles of what we learn in class (marketing 101) and gave me an idea of how it feels like to be in a consumer's standpoint and retailer's standpoint.

Stunning glass stairs going up to the second floor.

Ch. 6 - Consumer Decision Making

One of the most important key factors to take into consideration is how the consumer makes decisions. People do not decide overnight what they are going to buy because there a lot of thought and processing need to occur. Another aspect to understand when a customer buys a product, is how they react and behave in order to make decisions. Decision making will help in understanding what best suits their needs and, in turn, also helps the company out to better serve in the modern market. When making a decision on whether to purchase something or not, the consumer will follow the "consumer decesion-making process" and go from there.

Consumers camping out in front of the Apple store to purchase the IPhone 7

When buying such expensive products and investing large amounts of money into it, consumers will generally follow the "consumer decesion-making process".

I have recently bought an unlocked iPhone 7 plus for my father on his birthday.  In order for me to purchase it, I used the following steps for my decision:

Needs Recognition - This is the first and most important part in the purchasing process. If there is no need of the product you want to buy, then there is no purchase necessary. This recognition happens when there is brief halt between the actual situation and the ideal desired situation. For instance, now a days electronics have become more of a necessity for consumers, especially the iPhone. This serves as a benefit to Apple because of its popularity, new innovations and sleek new design concepts. All of which catches the attention of many people. As a result this makes them feel that they are obligated to purchase the latest Apple products. 

Information Search - The second process is searching up information for the intended product they want to buy. The information can either be internal or external. However, when most people view on purchasing Apple products, they rely on internal information. This means majority of people rely on their experiences with Apple products in order to know if they will purchase from Apple again. Apple consumers become loyal to the company when their personal experience with Apple is a positive one. On the other hand, external information usually comes from advertisements and recommendations from other consumers (side note: Apple consumers are so loyal to the company that they will believe anything Apple advertises and recommends).

Evaluation of Alternatives - Apple is very popular and number 1 in the electronics business. Therefore, consumers use information to evaluate alternative brands in the product category. This can give the consumer a comparison between two different brands. 

Purchase -  The fourth step is purchasing. This is the process that Apple is an expert at. They gain huge revenue in sales up to billions of dollars each year on their new generations of products.  

Post Purchase Behavior - This is the final step consumers usually take in deciding on buying something. Consumers will have certain expectations and outcomes on their purchases. How well these expectations are met determines whether the consumer is satisfied or dissatisfied with their purchase. For instance, when we purchase a product we all have high expectations that must be upheld. When your expectations are not upheld, then that we were not completely satisfied with the product and service provided. As a result, the company may have potentially lost a customer. However, if the expectation succeeds and meets satisfaction, the consumer will be happy. They will remain a loyal customer and will definitely come back to make further purchases.        

        

Ch. 5 - Developing A Global Vision

Leading up to this blog, I have explained different ways on how Apple uses strategic planning and an overview of their marketing skills. In the same fashion, this blog will look at some Apple facts, show visual area of increased global abroad sales and look at how Apple is a part of a company with a global reach around the world (introducing their products to many countries worldwide as possible).

As Apple continues to grow, each year they are leaping forward and pushing their international sales strategy.

FUN FACT! Did you know, at the end of October of 2014 the iPhone 6 and iPhone 6 plus were only available in 69 countries? Additionally there was a total of 115 countries and territories eventually planned for the end of 2014.

As we all know, the iPhone is the same design concept all over the world. Apple did not customize their iPhones in terms of feature and design. People may think Apple is taking the concept of "globalization" to aim and pursuit the one size fits all concept approach. This includes: systemized designs built on the iPhone across all regions, the same range of products for all countries and no visible customization (localization) with the exception of power source, pricing, and carrier specifications.

Apple's Revenue By Region

Another important factor to note is that Apple products have done great abroad. Apple products target price-sensitive growing markets. Their premium base product might not have fully established a customer base as of yet, but they have built the idea of increasing profit margins across the globe, both  locally and globally.

       

For Apple to have global vision, aim to be the best and be a company for globalization is a great strategy. Apple has over 479 retail stores in 18 different countries. For each individual store Apple follows a strict customer service protocol and outlook, which is tailored to each region. This creates smart strategic methods of being loyal and also being attached to their customers. As a result, the local staff at the retail chains in each region of the world uses a personalized approach to communicate with each of their customers. This method is very smart because not only is Apple expanding their company abroad, but they are converting people into buying their products using the locals as staff. Ultimately, this helps customers worldwide with Apple products in their own language and country. 

Ch. 4 - The Marketing Environment

In order to increase successful marketing strategies, Apple needs to understand the significance of what the consumers wants and needs. Additionally, they also need to understand the relationships with their past, present and future customers because these are the people who make Apple thrive in business sale margins.

Apple targets many age groups, but their primary targets are towards teenagers, young adults, students and professionals. Apple targets these age groups in numerous innovative ways, which is as follows: 

• Ad campaigns - They use young, energetic and enthusiastic people to advertise their products on displays such as billboards.
• Students discounts - In the summertime, Apple allows student discounts in post secondary education. Furthermore, Apple can sometimes adds in free Beats wireless headphones with the purchase of a Macbook. 
• Brand positioning - Apple sells products with luxurious design concepts, along with simplicity for a user friendly experience. This way it is easy for the consumers to navigate around the product with no hassle involved.

It is also important to understand the external environment for successful marketing strategies. As following new innovations take place in the near future with newer products, Apple needs to understand their existing customers and how to keep them as permanent customers.

In order to compete with their competitors, Apple needs to implement a strategy to really out do themselves and their competitors. They need to come up with brand new features in their products. One way for their goals to be achieved is to not only develop a brand that attracts their customers, but also to attract general users of third party consumers. Some strategies include:

• Converting customers who use non-Apple products and giving them a warm welcome to show them how easy and simple Apple products work. Apple is all about simplicity and a user friendly experience. 
• Apple using retail chains in upscale affluent areas, which targets rich and middle class people. Even though they target everyone in general, they are more geared toward wealthy customers. 

Ch. 18 - Social Media And marketing

Apple is a company that is very quiet on the concept of social media. They don't really pay attention or have the need to promote their products through social media like other competitors do, in order to increase sales margins. However, they do have an official Twitter account that has a strong following. The funny thing is they don't tweet at all! 

Apple also has a YouTube channel with over 250 million views and still counting. Using this platform, they showcase some of their newest products just so they can be seen at the trending/popular home page of Youtube. This technique will allow the world to see their videos and bring about more consumers, which ultimately is a smart marketing strategy. However, nowadays they don't have to do this at all.  For the most part, Apple does not heavily rely on social media for their marketing because there are social third party sites showing off and promoting Apple products.

Apple has their own unique take on social media through their retail website Apple.com. This is where you can find customer images that was captured by their iPhone's, along with journalist quotes and articles about products. This is all jam-packed into a huge colossal page called the news room. The news room is similar to Instagram (social media outlet), but with much more photos and detailed description of each product. They also included live chat where you have the ability to interact and ask questions right away to one of their online chat representatives.

A Youtuber sharing informative details on Apple's newest release.

Ultimately, Apple's customers are the ones doing all the talking for them. With daily blogs, articles, and famous tech youtubers doing video reviews. This technique is a 'word of mouth' technique, which helps customers find informative key details on a specific apple product that they may want to purchase. In this way Apple doesn't have to do anything extra with media sharing sites like Facebook, Instagram, Twitter, Snapchat and etc. As long as the customers handle all of the social media posts, marketing and coverage for them, Apple can sit back, relax and enjoy the show!

Ch. 2 - Strategic Planning For Competitive Advantage

Apple is one of the most monumental and prosperous tech companies in our era today. They have captivated the hearts of their consumers, with groundbreaking innovations for everyday usage. As an example, professionals like the EMT (Emergency Medical Technician), who uses their iPad as an on-the-go ECG/EKG monitor to see their patient's heart rate, CO2 levels, respiratory rate, and body temperature in emergency situations. They would also use their iPhone's to communicate to other colleagues quickly. This is done by just pressing down the microphone button for a few seconds located in iMessage keyboard, which works just like a walkie talkie radio. You may ask yourself, what does it take to get to the positioned route that Apple is taking? Well, there are a lot of key elements here, which include: strategic planning, the managerial process of constructing and conserving a fit between the organizations objectives and resources, and evolving market strategies and opportunities. 

Apple sets their prices at a fixed standpoint and they never bargain for less. They also carry out their prices the same all over the globe, which means there is no room for under retail pricing/sale. However, if there is another refreshed model of product(s) coming out next year, then the previous products will decrease in price.

 One of their most popular and famous product line from the iPhone series is the iPhone 6S or the 'S' models of their phones. This is a perfect example of Market development, which means attracting new customers to existing products, with few little changes in the product. Attracting new customers as well additional sales amongst existing customers bringing in new customers    

Apple has been a very dominant company for over four decades. They continue to develop and grow each year and use many principles of strategies, These strategies include: strategic planning, market penetration, SWOT analysis, and competitive advantage. 

Apple has stated their business mission as follows, "we believe we're the face of the earth to make great products and that's not changing. We're constantly changing focusing on innovating. We believe in the simple, not the complex" - Apple CEO Tim cook

Performing SWOT Analysis allows companies to identify their competitive advantages. Here are some for the iPhone series.

 Strengths:       

• Strong brand image and advertisement
• Sophisticated supply chain-infrastructure  
• High profit margins in sales 
• Effective innovation process 
• Jony Ive - Chief Design Officer at Apple Inc. leads the way, making high quality products being built and designed
• Returning customers demanding more new products every year                            

Weaknesses: 

• High pricing of the products
• Steve Jobs is not alive to give great curated ideas for products
• Behind competitors in certain areas with specs and designs features
• Forcing users to switch to the latest product by reducing support for previous products this didn't do well with apple customers
• Icloud security concerns  

Opportunities:

• Market Share Growth 
• Creation Of new product lines
• Purchasing Beats Electronics for 1 billion dollars 
• Distribution network Expansion
• Demand for smartphones are growing 

Threats: 

• competition, competitors like samsung continue to cut into apple's market share, especially with cheaper offerings for similar featured products
•  intensifying competition from india and china
• lawsuits on patents     

Apple is huge on simplicity, design and presentation. I'd like to say They cater more to professionals such as doctors, business people, teachers, To anyone who can afford their product really. Especially hipsters, also people who are on the move fast. who want everything done in quick speed of time. and want an elegant and luxurious product. That not only performs well, But can subdue things such as paying for your coffee off your IPhone at merchants and Not having to carry your wallet, To hailing a car from the uber app from your wrist with apple watch. These are some of the things why people crave to get their hands on apple products such as their flagship product the IPhone. Competitive advantage is a set of its distinctive attribute, of a company and its products. That are recognized by the target market as remarkable to those of the competition. The main competition for apple in the market are companies like Samsung, Sony, Microsoft. For example one of apple's marketing strategic methods in selling is, They tell the consumers what their product does exactly at keynote events and relate it the real word scenarios and show visuals life videos and photos with analysis of data from previous years of sales and growth from it. Apple has advantages over its competition in few areas like health, which is a huge thing for apple because its competitors fail to do so and don't target that area like apple does. with this healthy living  mindset. Apple attracts athletes this way, health and fitness coaches to doctors, Also the general public it attracts them to actually go and work out also this way for the negative people its shedding light to people who think technology is making people more lazy and ruining lives when in reality it's shaping up lives and encouraging to making healthy life choices by exercising  

Apple's competitive advantage, implementing health into their products

Strategic marketing planning from the legend Steve Jobs