Question

Who are Apple’s competitors - locally and globally? And what marketing strategies do you expect the firm to utilize to maintain its dominance in the market.

Answer 1

Apple’s competitors locally are Samsung, Sony, Asus, Dell, Hewlett Packard and Microsoft. On a global scale Apple faces competition from other brands like Oppo, Vivo, One Plus etc. Most of the brands that Apple faces competition from on a global level are Chinese brands. Samsung is also a major competitor for Apple on a global scale.

To maintain its dominance in the market Apple should focus its marketing strategies on product placement and developing buzz through positive reviews from media. Secondly Apple should continue to focus on its USP i.e. unique selling proposition. Apple’s USP and value proposition is that it is a premium product that offers state of the art technology and is high on innovation quotient. Besides Apple’s products are simple and easy to use. Thus Apple should, going forward, avoid getting into any price wars and focus on offering its value proposition. Lastly like its products Apple should keep its marketing simple. The company should simplify things for future buyers by making marketing less technical and more personal. They should minimize the use of technical jargons in their marketing. This will ensure that consumers are not confused. All these marketing strategies will ensure that Apple is able to maintain its dominance in the market – both locally as well as globally.