C/B/407. REPORT FOR APPLE COMPUTER INC: The Changing Needs for the Customers

In his classic article, ‘Marketing Myopia’, Theodore Levitt (2004) mentions the need for businesses to identify the difference between the process of marketing and the process of selling. Identification of marketing as a customer oriented approach is precious knowledge for managers to stay in business. However, the changing needs of the target market, and the requirement to fulfil these needs, present a plethora of complexities to firms that can act as both opportunities and threats. Moreover, the changing environment, characterized by globalization, trade liberalization, takeovers and restructuring pose added intricacies to the marketing manager. This report assesses the strategies available to businesses in an uncertain world, with the example of Apple Computer Inc., and attempts to lay a strategic map for future growth. References have been made to academic articles as well as recent news articles.