Integrated Global Marketing Case Stady, Apple Inc

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Svetlana Tanner-Sevostyanova Capella University 09/28/2012 Unite 06 Assignment 02 Integrated Global Marketing Case Study Apple, Inc. Apple, Inc is a well know company that designs, manufactures and markets mobile communication and media devices, personal computers, and portable digital music players, and sells variety of related software, networking, solutions, services and applications. Apple has a presence in domestic and international markets. As of September 24, 2011, the company had 357 retail stores, including 245 stores in the United States and 112 stores internationally. ( In this paper we will analyze the fundamental principles of the marketing mix, assess how technology adds value to the marketing process, including understanding market decision support systems and customer relationship management (CRM) strategies, and analyze the segmentation processes of Apple, Inc. Apple, Inc. uses unified global Apple brand strategy to compete in several markets: personal computer, consumer electronics, digital music distribution, smart phone, movie and TV content distribution, applications, games, books and magazines publishing. Apple, Inc operates in a fierce competition and marketing strategies are the vital part. According to, “The Company is committed to bringing the best user experience to its customers through its innovative hardware, software, peripherals, and services. The Company’s business strategy leverages its unique ability to design and develop its own operating systems, hardware, application software, and services to provide its customers new products and solutions with superior ease-of-use, seamless integration, and innovative design.” This strategy allows Apple to take advantage of marketing mix and offer products as a bundle of goods and services represented by strong overarching branding. It creates

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