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Strategic Marketing 436
Strategic Marketing
Apple is a popular brand among customers in different parts of the world. In fact, the company is one among the most admired brands worldwide (Ni, 2007). It is both surprising and interesting to learn that despite Apple’s remarkable success and appeal to consumers worldwide, the company has been ranked among “the least philanthropic companies in America” (Ni, 2007 para.2). According to this author, there is no documented evidence showing Apple extending donations or discounts to nonprofits. For several reasons, this is an issue of concern. For example, the company has continually made huge profits, meaning that it does not have to struggle giving back to the society. Secondly, and importantly, given the emerging trend or consumer segment known as millennial, parents who strongly believe in philanthropy, Apple might need to reconsider its stand if it hopes to retain and satisfy this particular group of customers.
The ‘Millennial Parents’ is a term used in reference to parents whose focus and attention is their children. For this particular group, “kids are the center of their world” (C+R Research, 2018 para.8). For this reason, such parents are always on the lookout for brands and companies that recognize as well as emphasize the value of instilling the right values in kids. In other words, the Millennial Parents group of customers seek companies that will play a role in raising kids in the right way, which includes teaching children that it is good to help others and add value to the society. This demographic trend suggests that there is a specific customer segment whose focus is not on product pricing or any other aspect of the marketing mix, but rather on the degree to which a company incorporates philanthropy in its marketing strategy.
In light of the above facts, it follows that there is much that Apple needs to do in order to make sure that the preferences, values and wishes of all its customers are taken care of. Dudovskiy (2018) describes the marketing strategy used by Apple as one that is founded upon the misguided philosophy that customers are not always aware or sure of their needs and what they would want to be supplied with. Guided by this philosophy, Apple pursues the strategy of installing innovative features in the belief that this kind of innovativeness will certainly make its products compelling to customers.
While there is nothing wrong in following an innovative strategy, a major mistake that Apple makes in its approach to marketing is ignoring of the value and significance of conducting adequate market research in order to identify the wants and needs of customers. It goes without saying that in the absence of adequate, relevant and accurate information about customer needs, preferences, and purchasing power, no amount of innovation can guarantee companies that they will reach out and serve all customers satisfactorily.
The trend of Millennial Parents, therefore, indicates that it is necessary for Apple to review its marketing strategy. To be more precise, this emerging trend implies that Apple may need to embrace cause- marketing. What this means is that Apple will need to identify one or several causes within the community where it does its business and devote a certain percentage of its profits towards this cause. As an example, the company may identify one or more schools in the localities it does business and supply them with computers for use.
