Various companies apply different marketing principles to gain more customers and a competitive advantage. In this case, we have three leading electronic manufacturers in the world, Apple, Inc., Dell, and Hewlett-Packard (HP). Apple, Inc. designs and manufactures computers, software, and smartphones. On the other hand, Dell and HP are affluent manufacturers of desktop computers, laptops, printers, tablets, and software. Since all the three companies deal with related products, they struggle to win the trust of the customers. The two types of customers that the companies target at include relational and transactional customers. Relational customers’ segment consists of large corporations and educational institutions, whereas, transactional customers are individual customers who buy electronic products for personal use. The difference between the three companies is the marketing strategies that they apply.
Apple uses the strategy of ignoring people’s critics, and focusing on innovation. Apple has continuously turned ordinary stuff into stunning items. It refurbishes computer designs and always aims to ensure that it reaches the new grounds of superior operating systems. Although the company charges two times higher than what its competitors charge, the corporation does it without fear of loosing customers because it knows that its prices are justified. Apple communicates the language of its clients.
\Every Apple’s product, for example, has a manual that describes the product specifications and technical information. However, the sweetness of having an Apple product reflects in those customers who speak through experience. Apple extends the warrant of its products to the entire lifetime of the product. Apple’s products are designed in a manner that users only need to connect to the internet to have their technical issues solved.
Dell struggles to have a large market share by employing the market mix strategies of product, place, price, and promotion. It offers a wide range of products and services. Dell offers computer systems workstations, servers, desktop computers, and notebook computers. Dell has an enhanced distribution channel that offers a distinct advantage to the company. The company uses direct channel models where it sells its products directly to the customer without the need of a distributor or an intermediary. Dell provides high quality computer systems at a considerably cheap price to meet the customer’s expectations. Finally, Dell invests heavily in different promotional strategies to market its products. The company advertises its products through the media, Internet, and organized campaigns.
Like Dell, HP also employs the four market mix strategies. HP’s product strategy is solving problems that arise from its consumers. The company upgrades its systems from time to time to hold top standards and meet high demands of the customers. The pricing strategy that HP employs is providing customers with quality products at a reasonable price. The company has a variety of products at different prices to reach customers from various classes and background. HP uses its website and other commercial websites to communicate with its customers and promote its products. The company informs its customers of its new products as well as special offers, which the company often put forward. Lastly, Hewlett-Packard sells its products globally in almost all the outstanding outlets.
As evident from the discussions, Apple, Inc. targets at personalities while HP and Dell somewhat use technical comparisons. Apple, Inc. is confident of its products and it is always sure of winning new customers, as well as maintaining old customers through its esteemed products. HP and Dell are fighting to have a market share just as any profit making organization would struggle. However, the marketing strategy that a company employs does not really matter as long as the company manages to meet its goals.