Abstract:

Throughout the early 1990s, Apple seemed to be doomed, as it was a badly managed enterprise.
Executives took poor mistakes, followed ineffective tactics, and, most notably, had no idea what
their brand would be. When Steve Jobs joined Apple in 1997, he changed the company's
attention to rebuilding on the brand concept of "Apple making expertise so easy that every
person would be a portion of the future." Finally, in a market characterized by a fascination with
toys, bits, and bytes, Steve Jobs arrived with a consumer-first mindset.

The use of the brand principle of convenience is at the core of every Apple case study.

Weygandt, J. J., Kimmel, P. D., & Kieso, D. E. (2015). Financial & managerial accounting.
John Wiley & Sons

If you used the strategic thinking approach to create a marketing strategy for Apple, the
following will be the key elements:

Apple's vision is for everyone on the planet to be a part of the future.

Aims:

Endure destructive market growth, extend globally hooked on China, and implement a big new-
fangled consumer-friendly knowledge each year.

Significant considerations:

1) In what way can we communicate the bigger user interface of the Mac over the conventional
PC?
2) 2) By what means can we get into the melody industry and maximise the availability of
streaming music for the iPod?
Plans:
1) Apple resolve conduct a complete communications attack to threaten the PC/Microsoft
Windows monopoly position by highlighting vulnerabilities in the PC to contrast with the
convenience of Mac computers in order to steal substantial market share by convincing
dissatisfied PC users to purchase a Mac.
2) To reach an entrance point into the music market, Apple will unleash a complete attack on
the entire music industry in a radical innovator stance, demonstrating how iTunes delivers
better quality digital music on your iPod much cheaper, faster, and smarter than CDs.
TV ads to highlight new features and challenge rivals is a tactic. Every year, new items are
launched, such as phones, laptops, streaming music, watches, and personal computers.

Definition for a brand:

Using our brand positioning process, we zeroed in on Apple's potential value clusters of
functional and emotional benefits. We'll go into how Apple's three functional benefit fields,
such as simplifying life, sensory appeal, and the feeling, all fit together in the video below.
Furthermore, motivation, feeling liberated, and being remembered are three of Apple's three
cognitive benefit fields.

Payne, B. (2017). Brand Positioning and its Usefulness for Brand Management: the Case of

Apple Inc. Newcastle Business School Student Journal, 1(1), 51-57

Conclusions:

Apple has done an excellent job of promoting the simplicity marketing concept through their
brand storey, advertisements, and innovation strategy (as they have entered many new
technology categories). They've also applied their marketing ideology to how they approach
the shopping process (making sure their shops are easy to navigate) and how they create
positive customer experiences. They go out of their way to help when they don't have
flawless customer support. They still have a great bar and on-site workshops for consumers
who wish to learn more.

Another downside to creating a crystal clear brand concept is that something that contradicts
it works like a virus. Here are four explanations of how Apple is compromising "simplicity"
and jeopardizing the brand definition. Over everything, this will inspire action strategies that
you can incorporate into your overall brand strategy. Since discovering these flaws in our
Apple case report, I have yet to see Apple take action.

Apple handles the shopping moment in its retail stores with versatility, providing a simple
and straightforward experience.

To start, all workers are provided with a credit card machine and can complete purchases
easily. There are no queues or cash registers. The store layout is easy, with the brilliant bar
for one-on-one tech questions and help and the training area for teaching lessons. It is just as
easy to purchase generic Viagra online. In addition, the company shows every Apple product
so that buyers can try them out. And as Apple items are sold in other stores, the company has
leveraged its partnership with the retailer to create a distinct supermarket model.

References:

Weygandt, J. J., Kimmel, P. D., & Kieso, D. E. (2015). Financial & managerial accounting.
John Wiley & Sons