The Apple doesn’t fall far from the tree Essay Example

  • Category:
    Marketing
  • Document type:
    Article
  • Level:
    Masters
  • Page:
    2
  • Words:
    1312

The Apple doesn’t fall far from the tree

Where do new marketing or management practices come from? Basically, CEOs from leading organisations may argue that it emerges from the minds of consultants and academics. However, majority of these practices emerge from corporate executives who experiment with new ideas. While such cases are many, one in point is the Apple Company. This is the position with two men— Steve Chazin and Steve Jobs. Those I term as invisibles! While the success of Apple can be pegged on marketing strategies it has applied, there is more to do with these gentlemen. Immediately Steve Chazin was asked by Steve Jobs to rebuild Apple’s products and marketing efforts, perceptions has really been revolutionized. What has since been known of the Company is a new breed of shareholder—the activist hedge fund—which has constantly played a decisive role in interactions between markets and corporations. To be specific, Steve Jobs builds on past efforts. His interest in the field of governance changes such as doing away with staggered boards and poison pills are some admirable approaches that managers do not dare take. In fact, just a few but prominent activists such as Carl Icahn and Peltz are the only ones who can join the list of Steve Jobs as corporate raiders.

When one insinuates that the Apple does not fall far from the tree it begins with Steve being part of the team that introduced iMac to the market which catapulted the company to profitability and created the blueprint for the introduction of products such as iPhone, iPod and iPad—much similar way Henry Ford revolutionized what he termed as «getting from here to there» industry. When we introduce circle of satisfaction as an approach the Company has adopted, has not always been this way for much of its success that made it one of the most world’s most valuable companies by the end of 2011…but how? What made a company with little experience in retail ranked as the fastest in United States at for that matter attain annual sales of $1 billion? It was still the issue of circle of satisfaction where Steve Jobs thought differently regarding retail and by making their stores more than just a place to go and buy products. By the end of 2005, such a marketing approach ensured that Apple Stores had more than just to deliver a transactional experience.

What is known about marketing strategies is venturing in deliberately new steps so as to also understand other companies’ marketing strategies and innovations and even relate to your own company’s ways of operations and functioning. It is only possible and better to discern which experimental concepts are worth ones while. This is what makes Steve Jobs invisible and even conceptualises the phrase “the Apple does not fall far from the tree.” Observe-and-apply is strategy adopted. This is another area that Steve Jobs has done well in. Though most obvious and commonly used approach, Steve Jobs does it with a lot of creativity. Can you envision a situation where everyone is becoming a leader in your company? Could mission and culture of the company withstand such a dramatic change? Books have been written regarding how Steve Jobs borrowed ideas from companies such as Sony and Xerox and famously adopting the motto “Good artists borrow. Great artists steal.” This is a case where a manager understands buyer-decision-process and uses ideas borrowed to develop something that capitulates.

Think different campaign makes Steve Jobs be what small to medium businesses should look for if they must be committed to be professional who must succeed in high-profile careers. Leaders should work in manifold fields—they included people like Dennis Poon, when we see a tall building and think of its structure we think of the architecture behind it. This is the spirit used with regard to buyer-decision-process. For instance Apple through Steve Jobs did not invent the MP3 player, PC, downloadable music or the mobile phone. Additionally, iPhone, iTunes, the Mac and iPod were for instance improved through buyer-decision-process where Apple had ample time to improve upon existing functionality and designs. What must be communicated to aspiring small to medium business leaders is that as they may expect, consumers have the tendency of evaluating existing product brands on the basis of alternative product attributes—more so those having the ability to deliver the benefits sought by customers.

Involvement is another marketing strategy that propelled the success of this Company. Apple has been dealing with customers whose attitudes are positive but low involvement. This has made them evaluate a number of brands and companies. Steve Jobs admitted that he was late in the market as far as introducing the products are concerned; however, he was forced to do a better job compared to those who came before him in the market. So if Apple does not invent new things what does it do? If Apple does not explore new markets what then made it ranked highly by the end of 2011? First, importing ideas as the company is risky. Event successful or common practice or theory can go wrong in case a company is not ready to act on the insights it offers. And the value of what Steve Jobs’ ideas—and where they might take you—is far from obvious. Back to the point, Apple does not invent new things neither does it explore new markets. So what? It makes complex things simple. Comparing it to Mac which was easier than the PC, the iPod was made to be successful because Steve Jobs made it get your music into everyone’s pocket dead simple. Exploring new markets? Apple simplified the all process and experience of listening to MP3 files when other music players were forcing customers to rip, copy and organize. When Steve Jobs did not rush to explore the market, he knew his strategy. He came fully fledged with a model that when people plugged a single cable into an iPod it magically took care of everything instantly. After interviewing Steve Jobs about his marketing strategy Bret Williams concludes that, “irrespective of whether you prefer Android or iPhone, there one fact about these markting mixes, Apple is what others are trying to copy. In fact, other phones may appear to be having larger screens but none of that would exist in your hand had Apple not innovated.”

So it does not come as a surprise that Apple had to take a different direction and that was to think differently regarding the retail experience and ‘Apple-ify it’ as another marketing philosophy besides ‘think different.’ And when Apple started learning reasons why other retailers failed and uncharacteristically hiring an external consultant to view on mistakes Gateway did with its Gateway Country computer stores then it was apparent that Steve Jobs was headed for success. Can it be assumed that hiring of Ron Johnson who was a success in giving Target more upscale image reason behind its world ranking? There is definitely more to do with what Ron Johnson is offering—perhaps we need to focus more on the TouchID that is soon going to render credit cards and passwords obsolete in three years. Additionally, when think different campaign brought Drexler’s suggestion and Steve Jobs facilitated the building of a complete mock-up of an Apple Store inside a warehouse in Cupertino then upcoming mangers should be reminded that scaling companies to higher heights does not entail selling products. As paradoxical as this idea sounds, it does not sell products that is exactly what has made it where it is by 2011. Think about Steve Jobs’ iPod television commercial or even the famous, award-winning outdoor advertisement campaign then you will notice you do not need to sell your products to be successful. Your job should just be to figure out what customers need and even if it is a product you do not carry, help them get it.