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nd Apple Approach Marketing of Their Products. How Dell and Apple Approach
Marketing of Their Products Marketing 505 Introduction ...
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How Dell and Apple Approach Marketing of Their Products
Marketing 505
Introduction
While Apple has been widely acknowledged as the leader in computer design and innovation, others, such as Dell, have been seen as having the marketing know-how. Dell sells easily 10x the volume Apple does, thus making hardware a commodity, Apple's contrary view of marketing may, indeed, be the wave of the future, even as it looks to the past, where the value is placed on the hardware. Apple is, after all, a hardware company, and much of the software Apple creates enhances the appeal of the hardware it creates, which is why you'll likely never see Apple market OS X to PC users.
Marketing Environment
Dell's strategy is global. It realizes that being closer to the customers is essential in carrying out its marketing strategies as well as in enabling it to build customer base. First by establishing the Internet infrastructure for booking/orders related activities it has been able to increased its customer base from existing markets. Using the same infrastructure it has been able to carry out its marketing strategies in new offices as well. However, Dell differentiates in its marketing tactics in that it believes in establishing a brick and mortar market presence. This is why the company has established sales offices and manufacturing outlets across North America, Europe, Asia and South America. This way it has been able to gauge the local customers' needs as well as services desired (Official Website 2004).
Apart from the above customer level niche marketing, Dell also believes in reducing competition through collaboration. Unlike other leaders in the industry such as HP and Compaq, Dell does not believe in taking over existing competitors to eliminate competition. Instead the company has always pride itself in using partnerships and associations for integrated marketing. For example Xerox's addition to the company as a...
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