Bus 620

Can Phil Schiller Keep the Apple Crisp and Fresh?

Denise M. Hernandez

Assignment #3

Course Number: BUS620

Instructor: Paula Zobisch

February 4, 2013

Can Phil Schiller Keep the Apple Crisp and Fresh?

The Apple Company is arguably one of the most innovative technology companies to emerge in the last three decades (Finkle, 2010). The company is responsible for marketing such products as the Macintosh computer, iPod, iTunes, iPad and the iPhone. The success of the Apple Inc. can be linked to founder, Steven Jobs. Steven Jobs was a remarkable entrepreneur, inventor and best known as the CEO of Apple Inc., how unfortunate it was when he passed away on October 5, 2011 leaving the world absent of his presence and a hole in the hearts of many technology lovers. It has been called into question whether or not the Apple Company will continue to thrive with business or if it will just become a "rotten Apple." This paper will discuss the ground that Apple stands on, the segmentation strategies that Apple can implement to prevent going down, and future Apple expectations.

In order to effectively market towards a target audience, organizations need to understand who their audience is. Organizations can choose their audience through four levels of market segmentation: mass marketing, segment marketing, niche marketing, and customized marketing (Finch, 2012). In the absence of Steve Jobs, one of the most beneficial types of market segmentation to utilize is mass marketing. Mass marketing is the maximum exposure of product advertising to a larger number of consumers at a faster speed (Finch, 2012). Mass marketing the Apple Company by advertising through commercials, catalogs and online advertisements will reach a market of various types of consumers ranging from the baby boomer to the generation Y type. The iPad has features that make it easy for the older consumer to see the screen better through close up and light features....