Marketing Overview of the Apple Term Paper

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The industry has a heavy exposure to the consumer electronics and cellular technologies, as these areas are already dominated by contract manufacturers who are looking to bring MP3 capabilities to these devices, especially cellular phones. All companies in this industry including Apple has seen some cannibalization of its products in recent times, as sales of some of its newly released products have an affect on sales of some of its more established MP3 products. Pervasively impacting Apple and its product positioning is the supply of raw materials continues to influence future product designs and production strategies, and is a potentially significant weakness if there is a disruption to memory or electronics. The fact that every music player on average generates $250 in incremental sales revenue of music is what sustains the entire industry today. There are signs however that this is reaching a saturation point, according to Credit Suisse, 2006.

Product, Price, Promotion and Place

Apple's unique product design and innate ability to create a brand that generates a very high level of customer loyalty can be attributed to the synchronization of all four elements of the marketing mix working in conjunction with each other to accomplish this. Starting at the product, the iPod has defined the personal MP3 category and as the recent product introductions in the latter half of 2007 indicate, the company has a strong grasp of where their product designs are going for the long-term, namely the integration of video at lower price points.

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From a pricing perspective, the iPod reflects the pressure on components manufacturers to drop their prices to support a multitude of other products as well. The fact is that pricing for all components used in MP3 players is in freefall and that while this translates into increased margin for manufacturers, it shows that the development of component suppliers could go through consolidation prematurely in this market. From a promotional standpoint, Apple continues to be very effective at focusing on the unique capabilities of its iPod series to provide music anytime, anywhere. The breadth of support for music titles in iTunes also supports this positioning, as does the concentration on iPods being an essential personal device for entertainment. From a distribution or place standpoint, Apple has continually worked to ensure that the demand from its many retailers including Best Buy, discount department stores, and its own stores continually is reflected in production forecasts. Apples' distribution strategy is multi-channel, with the iPods being available from their website, from retailers, websites and also from their own stores. What is interesting to note that despite its pervasive distribution the company has been able to keep price constant. For other electronics products with such broad distribution this has not been the case......

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