Lead customers are those that express an interest in Apple’s products and rely mostly on referrals from their friends and relatives who are existing users of a variety of products offered by Apple. The lead customers are also influenced by the adverts on televisions, social media platforms, and movies where Apple Company uniquely markets its products. They have the urge to go ahead and learn more about how the products offered could solve their needs as well as evaluating the profile of the seller. The willingness by the lead customer to go the extra mile and purchase the products offered creates the need for Apple’s marketing department to play the role of providing additional information when required. Ability to convince the lead customers to make the purchase is a step for Apple in its efforts to make a significant presence in its target markets. Everyone with the potential of purchasing Apple’s products is a suspect.
With a larger number of suspects, Apple is capable of expanding its market share. Initially, when launching products such as the attractive iPhone brand, many customers would be attracted by the feeling of acquiring one currently or in the future. In such cases, the sales persons engage suspects as they have to make everyone aware of the superiority of the products launched. It is, however, important that Apple is able to shift its focus from suspects to prospects, that is, individuals who take own actions or are influenced by the adverts to search for more information on the product. The implication of such actions is that Apple has to be keen on ensuring that the prospect is convinced of the superiority of the items and the ability to satisfy their needs and expectations.
The decisions to try out the products depends on the capability of the sales person in informing and educating prospects on the benefits to expect from using the products. Customers are those who choose to act after being convinced of the ability of the products to fulfill their needs and expectations. The main objective for Apple at such stage would be to ensure it provides a memorable experience that would make customers want to try out new products it is important to retain relations with the customers to avoid incidences when glitches in the services lead to withdrawal hence loss of buyers for the subsequent innovations.
Apple drives its sales through offering premium products whose quality leads to higher prices. Market demand is driven by differentiation strategies that make products unique and attractive to the eyes of consumers. In addition to the differentiation focus, Apple also relies on innovative advertising that triggers a need among customers, brand loyalty, and hype during the launching of its products. Apple has for long remained to be a leading global brand with millions of customers willing to buy whatever the company launches in the market. Apple has managed to convince customers of the great innovation at the company while manufacturing tablets, iPhone, smartphones and digital music devices that are embraced globally. The design talent at the organization has helped Apple to fulfill the need to ensure customers enjoy authentic products.
Samsung is the closest rival of Apple since it also boasts of unique designs and continuous innovations and products. With both companies being the world’s largest manufacturers of smartphones, Samsung is posing major competition for Apple with the Samsung Galaxy brand that equates with iPhone of Apple Inc. With unique features and massive advertising, Samsung Galaxy has managed to overtake iPhone as the most widely held smartphone brand around the world. With Apple taking lots of time refining new products before launching them, Samsung focuses on quickly producing products within short spans of time and releasing them into the market hence enabling consumers to enjoy a variety within shorter periods. Apple has managed to counter competition from Samsung by adding features to its current products such that the iPhone brand has experienced the transition from iPhone 4 to iPhone 5 and iPhones 6. The pricing strategy of Apple also convinces lead and prospects that the firm is offering high-quality products that leave a memorable experience.
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