Marketing strategy is how the customer can be marketed; it is necessary to divide customers into several segments to improve how they are dealt with (Martin, 2011). These segments identify customer similarities based on their characteristics, needs, and preferences, thus achieving maximum efficiency in responding to their requirements and obtaining their satisfaction. The typSegmentationtation are as follows:
1. Geographic Segmentation: The market division riding to the customers' location and thereabouts. This makes understanding their needs better and more accommodating.
2. Demographic Segmentation: This division refers to the differences observed between people, such as age, gender, marital status, income, and race.
3. Psychographic Segmentation: This division plays on personality traits, interests, beliefs, values, attitudes, and lifestyles.
4. Behavioral Segmentation: This includes the consumer's behavior with a particular product or service and the customer's use of it.
Apple Segmentation Sectors:
Apple uses four types of segmentation to deal with its customers. First, according to (Taherdoost, 2016), the mechanism for determining the appropriate marketing strategy can be built, including defining the company's expectations and objectives for market segmentation and determining customer segments, which can be obtained from the Census Bureau; then comes the stage of evaluating these segments and finding the appropriate strategy for them (Cooper, Schindler & Sun, 2006).
Apple's marketing objective
The company's broad base of customers is mainly the middle and upper class; therefore, they can be classified as having a higher income than other customers and are willing to pay more for better quality and the company's name.
Conclusion
Apple's competitive advantage is that the company focuses a lot on the uniqueness of its products with aesthetic design and functions that preserve the eApple's elegant identity. The company announces its products through a press conference, which usually creates buzz about the brand. In addition, the company always relies on the customer who pays more and is indifferent to competitors' low prices.
References
Cooper, D. R., Schindler, P. S., & Sun, J. (2006). Business research methods (Vol. 9, pp. 1-744). New York: McGraw-Hill.
Martin, G. (2011). The importance of marketing segmentation. American journal of business education (AJBE), 4(6), 15-18.
Setia, M. S. (2016). Methodology Series Module 5: Sampling Strategies. Indian Journal of Dermatology, 61(5), 505–509.
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Taherdoost, H. (2016). Sampling methods in research methodology; how to choose a sampling technique. How
to select a sampling technique for research.