Marketing Strategies of Computer Companies
An enterprise will not establish its name on its own. Word of mouth among
consumers not enough in reaching the wider market. Extensive promotions are
necessary in catching the attention of the public and getting a larger base of
customers. Thus, marketing strategies are needed to have a more systematic
way of seizing the opportunities for the business.
Marketing strategy is the method of allowing the organization’s limited
resources to concentrate on a course of action that will lead to increased sales
and dominance of a targeted market. Marketing strategy basically identifies the
business’s objectives and goals and how they will be achieved in a specific
period of time. Also, a marketing strategy is a combination of processes such as
product development, promotion, pricing and distribution. It determines the
choice of targeted market sections together with its positioning, marketing mix
and allocation of resources.
It is important to realize for an enterprise particularly for those starting
ones that marketing strategy is one of the biggest factors that would determine
the success or failure of the business. The size and nature of the enterprise is
irrelevant, what only matter is getting the right marketing strategies and the
business will prosper. However, there is confusion between marketing strategy
and advertising. Advertising mainly concerns on attracting possible customers
through commercials and promotions, while marketing strategy encompasses
every aspect on running the business, not only focusing on the behavior of the
market but also on organizational efficiency.
On the other hand, marketing strategies are changing through the times
because of the changing industries as well. Not all marketing strategies of the
traditional industries are applicable to the revolutionary digital industries of the
21st century age. Due to the modern living that is technologically heavily
dependent, the computer industry has been booming ever since. But, the
competition grows as well. Thus, different marketing strategies are developed to
be more efficient in running the business while attracting more customers and
surviving in the tight competition.
Apple Inc. has been one of the most popular computer brands across the
globe. Known for its Macintosh line of computers and related software, Apple has
emerged to dominate the market in the recent decade. The consumers of
electronic industry have been awed by its product such as the iPod, the digital
music distributor iTunes Music Store, and the incredible smart phone iPhone.
Apple is notable for its branding strategy that is about lifestyle,
imagination, innovation, passion and power-to-the-people through technology.
The Apple brand is about simplicity and removal of complexity from life through
people-driven product design.
Also, there is brand architecture viewpoint that maintains a monolithic
brand identity that automatically connotes association with the Apple name. The
prefix “i” is used for consumer products such as iTunes, iPod, and iPhone. While
the “Mac” is used for a large number of Apple’s products referring to computers
such as MacBook and Mac Mini.
On one hand, Dell had different marketing strategy that helped the
company to engrave its name in the industry.
Dell is among the world’s leading computer manufacturers that
transformed and diversified the business industry spanning for over 20 years.
Dell has gained market leadership through its unique approach of separate
manufacturing processes so that the company is not reliant on singular
production for supplier’s chain for equipment. By assigning each regionalized
production, there would be a center for particular computer components to
increase the organizational efficiency and maximize the business infrastructure.
Also, Dell’s product pricing mostly reflects on the affordability of the local
customers. A good example is the production plants based on Xiamen, China
that has been able to provide products and services without incurring additional
costs to price. Location strategy largely affects the aspect of marketing
campaign. The so-called “local Dell” offers cheaper products because it has no
additional costs of distribution. Dell has not concentrated on extensive marketing
campaigns until 1999, when customers from UK filed complaints for the company
not following the guidelines and promises of the Dell’s promotional campaign.
Thus, it moved the firm to adapt the “Be Direct” attitude in dealing with
customers.
Surviving in the tight market competition is a tough fight. But, it would be
easier if the organization is ready and armed with definite plans particularly its
marketing strategies. However, besides the knowledge that is necessary in
running the business smoothly, dedication and commitment is far more important
References:
Marketing Strategies to Sell Computer Monitors, August 2010, http://www.ehow.com
Business Marketing Strategy Essentials, http://www.bizrave.com/
Apple’s Branding Strategy, http://www.marketingminds.com.au
Credit:ivythesis.typepad.com
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