{"id":29174,"date":"2020-08-11T10:06:02","date_gmt":"2020-08-11T08:06:02","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=29174"},"modified":"2020-08-11T10:09:34","modified_gmt":"2020-08-11T08:09:34","slug":"marketinski-nacrt-primer","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/marketinski-nacrt-primer\/","title":{"rendered":"Apple: Zmagovalni marketin\u0161ki na\u010drt"},"content":{"rendered":"<p><a href=\"https:\/\/www.apple.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Apple<\/a> je ameri\u0161ko tehnolo\u0161ko podjetje, ki oblikuje, razvija in prodaja potro\u0161ni\u0161ko elektroniko, ra\u010dunalni\u0161ko programsko opremo in spletne storitve. Velja za eno vodilnih tehnolo\u0161kih podjetij. Leta 1976 so ga ustanovili Steve Jobs, Steve Wozniak in Ronald Wayne. <strong>Posebnost Applove, predvsem Jobsove tr\u017eenjske strategije je bila enostavnost<\/strong>. Ljudem na enostaven na\u010din opisati karakteristike njihovih izdelkov. In to ne tehni\u010dne, ampak z vidika uporabni\u0161ke izku\u0161nje. <strong>Apple je pionir \u010dustvenega tr\u017eenja<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2>Marketin\u0161ki na\u010drt in ciljni trgi<\/h2>\n<p>V <a href=\"https:\/\/madwise.si\/marketinske-storitve\/marketinsko-svetovanje\/\">marketin\u0161kem na\u010drtu<\/a> je potrebno natan\u010dno opredeliti ciljne trge. Ciljni trgi Appla so:<\/p>\n<ul>\n<li>potro\u0161niki srednjega in vi\u0161jega razreda,<\/li>\n<li>\u0161tudenti,<\/li>\n<li>strokovnjaki na podro\u010dju medijev in oblikovanja.<\/li>\n<\/ul>\n<p>Vas zanima ve\u010d iz podro\u010dja marketinga? Preberite si <a href=\"https:\/\/madwise.si\/blog\/kategorija\/marketinska-agencija\/\">ve\u010d \u010dlankov o marketingu<\/a> iz na\u0161ega bloga.<\/p>\n<p>Za Applov izdelek je potrebno od\u0161teti lepo vsoto denarja. <strong>S \u010dustvenim marketingom so dosegli, da njihove izdelke kupujejo tudi ljudje, ki si tega sicer ne bi mogli privo\u0161\u010diti.<\/strong> Apple je postal statusni simbol. Prodajalne so prisotne na vseh celinah, najti ga je mogo\u010de na lokalnih trgih. Ta dostopnost pomaga graditi zaupanje kupcev in olaj\u0161a odlo\u010ditev pri izbiri blagovne znamke.<\/p>\n<p>&nbsp;<\/p>\n<h3>Demografija trga<\/h3>\n<p>Profil za tipi\u010dnega Applovega kupca je sestavljen iz geografskih, demografskih in vedenjskih dejavnikov:<\/p>\n<ul>\n<li>Podjetje deluje v Ameriki, Evropi, na Kitajskem, na Japonskem in v preostali Aziji, v Tihem oceanu.<\/li>\n<li>Applove izdelke uporabljajo tako mo\u0161ki kot \u017eenske, tako odrasli kot otroci, mladi in stari. Uporaba je enostavna in uporabniku prijazna.<\/li>\n<li>Apple izdelki so vrhunski. Uporabniki njihovih izdelkov so pripravljeni porabiti ogromno denarja samo za vzdr\u017eevanje dolo\u010denega statusa v dru\u017ebi.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>U\u010dinkovito vklju\u010devanje \u010dustev v marketin\u0161ko strategijo znamki prina\u0161a pozitivne rezultate.<\/strong> Poznamo primere, ko ljudje pre\u017eivljajo no\u010di pred trgovinami, da bodo prvi lastniki najnovej\u0161ega izdelka. <strong>Uporabniki do izdelkov razvijejo \u010dustveno navezavo.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h3>Potrebe trga<\/h3>\n<p><strong>Apple svojim uporabnikom ponuja \u0161iroko paleto izdelkov, da zadovoljijo tehnolo\u0161ke potrebe svojih kupcev.<\/strong> Podjetje si prizadeva dose\u010di kakovostne izdelke in storitve, ki so klju\u010dne za njihove uporabnike:<\/p>\n<ul>\n<li>Apple izdelki so dragi, zato si kupci zaslu\u017eijo vrednost za svoj denar. Nih\u010de ni pripravljen porabiti toliko za izdelek, ki ni trajen.<\/li>\n<li>Za ohranitev polo\u017eaja na tehnolo\u0161kem trgu je treba upo\u0161tevati izgled izdelka. <strong>Applov premi\u0161ljen dizajn je zgodba o uspehu.<\/strong> Podjetje vsako leto spreminja zasnovo svojega izdelka, \u010desar se uporabniki veselijo.<\/li>\n<li>Odli\u010dna pomo\u010d strankam je eden od na\u010dinov za pove\u010danje ali ohranjanje tr\u017enega dele\u017ea na tehnolo\u0161kem trgu.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Trendi in rast trga<\/h3>\n<p>Najve\u010dji dele\u017e prodaje podjetja predstavlja iPhone. Ve\u010dja konkurenca in vse bolj zasi\u010den trg pametnih telefonov pa je Apple pripeljal do diverzifikacije v segmente, kot so pametne ure (Apple Watch), strojno u\u010denje (machine learning), energija (Apple Energy), mobilnost in poudarek na dodatkih ter storitvah. \u010ceprav je trg pametnih mobilnih telefonov donosen, je zelo natrpan s konkurenco. Apple se je tako usmeril v proizvodnjo dronov. Podjetje je namre\u010d znano po dobri kakovosti kamer. S tem bo Apple \u0161e en korak pred glavnimi konkurenti.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2>Zakaj je marketin\u0161ka strategija Appla genialna?<\/h2>\n<p>Apple ima zaradi svojega <a href=\"https:\/\/www.cleverism.com\/strategic-marketing-process-complete-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">strate\u0161kega tr\u017eenjskega procesa<\/a> pomembno prednost pred konkurenco. Podjetje je bilo progla\u0161eno za zmagovalca Odli\u010dnosti tr\u017eenja za leto 2012, pred tem pa je bilo pet let zapored uvr\u0161\u010deno v skupino najbolj\u0161ih svetovnih trgovcev. Njihova konkuren\u010dna prednost je posledica petintrideset let stare tridelne filozofije, in sicer:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>empatija \u2013 avtenti\u010dno razumevanje potreb strank,<\/li>\n<li>osredoto\u010denost \u2013 odpravite vse nepomembne prilo\u017enosti in<\/li>\n<li>pripisovanje \u2013 kreativna in profesionalna predstavitev izdelkov.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kot odli\u010den primer marketin\u0161kega plana lahko izpostavimo Apple. Posebnost Jobsove tr\u017eenjske strategije je bila enostavnost, ciljali pa so na \u010dustva. S \u010dustvenim marketingom so dosegli, da njihove izdelke kupujejo tudi ljudje, ki si tega sicer ne bi mogli privo\u0161\u010diti.<\/p>\n","protected":false},"author":25,"featured_media":29190,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31],"tags":[],"class_list":["post-29174","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketinsko-svetovanje","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Primer marketin\u0161kega plana \u2013 Apple - Madwise Blog<\/title>\n<meta name=\"description\" content=\"Marketin\u0161ki na\u010drt je eden bistvenih elementov pove\u010danja prometa v podjetju. \u0160e nimate digitalne strategije za svoje podjetje? 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