Most Admired Companies
0013204 林昱汝
0013213 陳可桓
from
FORTUNE
A global business magazine published by Time Inc.
Its regular publishing of researched and ranked lists is an industry benchmark
Most Admired Company TOP 5
2010
2011
2012
Most Admired Company TOP 5
2013
1
2
4
5
3
Apple
Mission
Man is the creator of change in this world. As such he should be
above systems and structures, and not subordinate to them.
Goal
Not to make money but to try to make great products.
Apple
Strategy
‧Ignore Your Critics:
focus on building what they want to build, no matter the
perceived cost.
‧Turn the Ordinary into Something Beautiful:
they reinvent the exterior of the product, focuses on the
entire product.
‧ Justify Your Price
‧ Communicate in the Language of Your Audience
Apple
Strategy
‧ Extend the Experience:
From browsing to unwrapping they’ve built an experience
that is nearly impossible to match.
‧Build a Tribe
Apple has built one of the most hardcore fan bases of any
product and of any time.
‧Become “The Name”:
1. A clear head start in terms of being first to market.
2. A USP that differentiates your product in a way that makes
people wish it were first.
Amazon
Mission
To be Earth’s most customer-centric company where people
can find and discover anything they want to buy online.
Goal
To use the internet to collapse all existing producer-to-consumer
supply chains, and position themselves as the sole intermediary.
Amazon
Strategy
‧Product strategy:
Divided into books, music, film and television products
‧Pricing strategy:
Discount price, commodity rebates, through the expansion of
sales to make up for the discount costs to increase their profits
‧Promotion strategy:
Advertising, personal selling, public relations, sales promotion
Starbucks
Mission
To inspire and nurture the human spirit – one person, one
cup and one neighborhood at a time.
Goal
To serve a great cup of coffee and have a positive impact
on the communities it serves.
Starbucks
Strategy
‧ Perfect Cup of Coffee:
Satisfying customers with its rich, delicious taste and aroma.
‧Third Place:
Creating a unique and relaxing atmosphere for people between
home and work.
‧ Customer Satisfaction:
That customers feel the uniqueness of enjoying their Starbucks
coffee experience
‧ Smart Partnerships:
Another way to grow your business is to partner smart.
Starbucks
Strategy
‧Creating a Starbucks Community:
The Starbucks marketing strategy create a community around
their brand. And the company strives to “personally” join in the
discussions.
‧Innovation:
They add different flavors to their coffee, more food on menu,
and even offer internet in the store.
‧Brand Marketing:
Focused on “word-of-mouth” advertising and letting the high
quality of their products and services speak for themselves.
Source
Apple
http://blog.kissmetrics.com/7-strategies-apple-marketing/
Amazon
http://www.marketingplan.net/amazon-com-marketing-strategies/
Starbucks
http://www.voteforus.com/starbucksmarketingstrategy.html