Few companies have fans who sleep outside their doors to be the first to purchase their newest products, but this is common at Apple, Inc. In 1997, Apple was on the brink of bankruptcy with a share price of $3.30. By comparison, in 2020, Apple stock reached over $500 per share before a 5-for-1 stock split. Apple is one of the most valuable companies in the world, more valuable than Microsoft, Alphabet, and Amazon, and has a cult status among technology enthusiasts.

Many companies have tried to copy Apple's strategies, but none have discovered what makes Apple such an icon. Some believe that Apple's success is due to a combination of several factors, including the leadership qualities of former CEO Steve Jobs, a corporate culture of enthusiasm and innovation, and the revolutionary products for which Apple is known. While every organization must acquire resources and develop a business strategy to achieve its objectives, Apple has excelled in its management. One of the company's most important resources is its employees, and the company has effectively hired, trained, and compensated employees to build loyalty. Another resource is suppliers, and Apple has created a highly efficient and effective supply chain with most of its production in China. Apple has also mastered the basic research and development skills that have allowed it to translate its technological capabilities into products that consumers want and are willing to pay a premium price to purchase. The cornerstone of Apple's strategy is its retail stores that have become a role model for its competitors to sell consumer electronics. Such factors have allowed Apple to revolutionize the technology and retail industries.

Complete a case analysis using the written case guidelines.

The general strategic question:

How can Apple stay on top by continuing its marketing program based on product innovation, premium pricing, tightly integrated supply chains, and compelling advertising?

1. How has Apple developed extreme loyalty among consumers that has resulted in an almost cult following?
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3. Describe the role of Apple Stores as an important part of your marketing strategy.
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5. What will Apple have to do to maintain product innovation and customer loyalty?