Marketing Strategies of Computer Companies

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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