Marketing Strategy Analysis of Apple and Microsoft
Table of Contents
| SN | Topic | Page Number |
| 1 | Introduction | 3 |
| 2 | How the strategic change rescued Apple | 4 |
| 3 | Critical Success Factors behind Microsoft’s market position | 5 |
| 4 | Evidence of marketing success of Apple and Microsoft | 6 |
| 5 | Analysis and Explanation | 7 |
| 6 | Conclusion | 8 |
| 7 | References | 9 |
Introduction
Marketing is an indispensable function of any business organization. Successful marketing strategies help organizations derive competitive advantage in business. In this report, we will be covering through case study mode how successful marketing strategies of Apple and Microsoft led both of them to derive strategic advantage and grow further. We will also conduct a theoretical analysis of the reasons for the achievement of this advantage by both the firms.
In the course of this report, we will analyze the marketing strategies and processes of both the firms and understand how their effectiveness helped both the organizations derive a competitive advantage in their own unique manners.
How the strategic change rescued Apple
Apple’s financial situation was grim and it was falling further below its competitors. Steve Jobs was hired and the company made him the CEO with loads of expectations.
Jobs initiated a series of strategic changes in order to salvage and mend the situation. He began with streamlining the confusing product line and understood that brand Apple still had a lot of business value. Apple therefore began a rebranding program that would focus on their uniqueness as well as different values in comparison to other brands.
Apple focused on its flagship product Mac that had a loyal base of customers. Jobs isolated clone products that were hitherto eating in to the market share of Mac. He also trimmed down on the number of suppliers and got discounted deals for the company. Also, Apple brought its focus back to premium computers and in the process stuck to its basics and core competency (Schneiders, 2011).
(I.C. JPS 1895)