Discuss about the E-Communication Strategy.
The word communication means the interaction. Communication includes expressing the ideas, process, product and concepts that justify the objective and goals of a company. There are various channels of communication. The various organizations implement various kinds of communication strategies. Here, in this report, we will discuss the communication and e-communication strategy of the company Apple. Apple is a multinational brand. It manufactures and sells the electronics to the consumers. It includes computers, iPhone, iPad, iPod. The products of the company are renowned for its brand image all over the world. Apart from this, Apple also deals in other branded products like iTunes, work, life, final cut studio, safari etc. The main objective of the report is to discuss the communication strategies of the company. Furthermore, the SWOT analysis of the company will be discussed. The comparison of the communication strategies of the Apple is discussed with its competitors. Therefore, since the competition is increasing day by day. The communication strategies are very useful for the company to be on the top in the consumer’s mind. It also plays a significant role in order to cooperate with the changes, to achieve the goals of the company, to take the competitive advantages. The communication is basically used for the placement and promotion of the product.
Non-electronic communication methods:
The Company Apple is always the pioneer by putting its efforts on research and development as well as in the communication strategies. Its main focus is on the brand loyalty and the satisfaction of the customers through the communication strategies. Apple is among the one of the largest and renowned corporations in the world. Its main strategy is to run a big business of the Apple just like a small business. This is in the process of creating small teams as communication becomes very easy in a small group. It uses minimalist way to design its products. It puts ahead it’s brand image while communicating its strategy (Mohammad Arabzad an, 2012). Its communication strategy is very simple, which contains the eye-popping commercials and the clear message. The company’s close attention to the product’s colour and type and the simplification of the product rather than making them more complicated is a remarkable step of communication strategy in order to survive in the market. Consumer’s experience says that the product is very easy to use; especially the steps are mentioned when we start the device. The employee training that involves the confidential manual explanation that how to interact with the customers. It includes the role play, the restricted words and the selling as a sales person (La Foe, 2011). If we talk about the post sales services that how apple work with the consumers after the purchase, is really an appreciable task that justifies the product price. Apple’s store is always located in the malls and high society shopping centres. Apart from this the various commercial in newspapers and magazines are also a part of the communication strategy.
Electronic communication strategies:
Electronic communication strategy is the strategy where people communicate without paper. Apple uses the communication strategy with the online services. The online access has been provided to its employees for the training. The online shopping with the help of the App store and the iTunes is the best example of its e-communication strategies. These tools are personalized for its customers. It is implementing many modes of advertisement. It includes the direct marketing and again focuses on the brand image. Moreover, it also includes in its application the promotional tools and the introductory videos for its new and upcoming products (Ilozor and Ilozor, 2002). The use of the logo on the product is a successful tool for the e-communication. The organization says that the logo is not for the users while it is for the others who are seeing it in their friend’s hands. The use of the logo in the media, product placement, online, advertisement required the registration through apple ID. Moreover, the registration is also required in order to download the app from app stores and songs from iTunes, to update software from iOS. All this is a method for the company to understand that who are using their products and who all are utilizing the product simplification. The application iCloud is also a part of the communication strategy of apple (Shebanova, 2010).. It enhances the customers for the apple. It also gives the idea to the company about its users. It tells how many customers are loyal to the brand. Apart from all this the website, online blogs, advertisement on the internet and the TV are also a part of the electronic communication strategies.
The SWOT analysis talks about the strength, weakness, opportunities and threats of the company. The communication strategy that is being used by apple is perfect. The biggest strength of the apple communication strategy is its logo. Where its logo is reflected all other things come to an end (Ernst, 2010). The brand image of the company is very high. The communication strategy of the Apple is so strong that it is making its employees expert in the research and development for the product through the training and they are delivering the new and revised product frequently. The eye-catching stores with the high technology product and the trained staff are the strength of the communication strategy of the apple. The weakness of the company’s communication system is the comparatively less promotion of the new product Apple TV and Mac mini. The brand loyalty of the customers through its communication strategy is the biggest opportunity for the company apple. The expansion and the promotion of the product are very easy if the consumers are loyal to the company. The satisfaction of the customers for the post sales services is also an opportunity for the organization. Although, the customer satisfaction is on a very high side of the company apple (VanÄ›k, Mikoláš and Žváková, 2012). It is also a threat in front of its communication strategy to retain the customer satisfaction. In order to do so, the company has to make its communication strategy a bit stronger.
Comparison with the competitors:
The 21st century has a very competitive environment. A bottleneck competition is prevailing in each and every sector. Competitors are waiting for apple to leave a draw back so that they can take a competitive advantage. The nearest competitor to the apple is Samsung and Sony. These two companies have an effective communication strategy. They are almost equal to the Apple in respect of their communication strategies. The company apple has some unique strategy with itself in order to gain the competitive advantage. The unique feature of the apple communication strategy is its logo and brand image. None of the other brands stands nearby its brand image (Davis, 2014). The apple company has trained its staff in terms of better services. It is not in the favour of the sales through sales executives who chase the customers in order to purchase the product. The post sales services of the company are ultimate. The other unique strategy for the company, it’s sub-products and applications that can only be used in its products. The effective communication strategy of the company allows the dealers to open the store in big malls and posh areas. This is also an extraordinary feature of the company’s communication strategy. Therefore, the sale of the company is growing day by day.
The company apple is doing very good in the terms of its communication strategy, whether it is electronic or nonelectronic. The only thing that needs to be added is the media advertisement. The advertisement is a little bit less as compared to the other competitors. Although the company has a very good brand image in the consumer’s mind, still the increase ratio of advertisement will help the organization to attract new users as well. This is the reason behind the failure of its two new product i.e. Apple TV and Mac mini. The other area where the company should work is its employees. However, the company does not believe in the sales executives, but the promotion of the product through various campaigns and activities is justified (VanÄ›k, Mikoláš and Žváková, 2012). This will help the company to communicate about the product features to the people. The employees of the company are trained enough. They can further train the outsource to promote the promotional activities for the product.
Conclusion:
In the report, we have detailed discussed the communication strategies that is being used by apple for its employees, dealers, and public. The report has also thrown light on the SWOT analysis of the company’s communication strategies. The company’s logo is shining everywhere. In order to retain this brand image in the consumer’s mind, the organization has to be very vigilant for its communication strategies (Beneda, Lang and Neuzil, 2005). Furthermore, the comparison of the company apple is mentioned with its competitors. The company has to think something extraordinary in order to take the competitive advantage in the market. Some recommendation for improving the communication strategy is also a part of the above report. The company has a very good customer base and it is also essential for the organization to retain its customers.
References
Beneda, H., Lang, E. and Neuzil, K. (2005). Infection control risk reduction strategies through rapid and effective two-way electronic communication. American Journal of Infection Control, 33(5), pp.e90-e91.
Davis, M. (2014). Implementing national health equity strategies: Challenges and lessons learned.Journal of Communication in Healthcare, 7(2), pp.80-81.
Ernst, E. (2010). Interpersonal Communication and Psychology for Health Care Professionals. Focus on Alternative and Complementary Therapies, 4(2), pp.93-93.
Ilozor, D. and Ilozor, B. (2002). Australian telecommuting: management communication strategies.Logistics Information Mngt, 15(2), pp.80-87.
La Foe, T. (2011). Communication Strategies: Presentation Report from the International Online Conference 2011. Journal of Electronic Resources Librarianship, 23(3), pp.300-303.
Mohammad Arabzad an, S. (2012). Improving Project Management Process in Municipality Based on SWOT Analysis. IJET, 4(5), pp.607-612.
Shebanova, I. (2010). Interpersonal communication value in globalizing community. LIMES: Cultural Regionalistics, 3(1), pp.80-86.
Shebanova, I. (2010). Interpersonal communication value in globalizing community. LIMES: Cultural Regionalistics, 3(1), pp.80-86.
VanÄ›k, M., Mikoláš, M. and Žváková, K. (2012). Evaluation Methods of Swot Analysis / Metody Vyhodnocení Swot Analýzy. GeoScience Engineering, 58(2).
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