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


       

 



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