“By failing to prepare, you are preparing to fail.”
Benjamin Franklin, Founding Father of the United States
It is widely-known that the foundation of every successful fulfillment of a specific vision is continuously planning at every juncture. With proper planning, the organizations are able to have a clear direction and consistently steer towards it. Many visionaries are able to have their visions come to pass because of strategic planning. Let us now better understand how a visionary built a world-renowned company.
Apple
The smile of Steve can be identified as the smile of success. Apple has grown exponentially since 2004. It is astounding to note that their revenue growth has multiplied manyfold from a mere USD$8 billion back in 2004 to more than USD$2000 billion in 2020.
A success story such as Apple’s do not come from sheer luck. It is the result of constant planning. Let us now better understand a fraction of the reason behind Apple’s success.
Apple’s RACE to the top
Apple did indeed raced to the top with the help of the RACE marketing model. They were able to successfully grasp and implement the RACE model into their business through the years. Before we understand their race, we need to understand the RACE.
(R)each-(A)ct-(C)onvert-(E)ngage
The RACE framework is a cycle which is self-sustainable in the long run. Every stage of it is crucial in ensuring that the transition to the next stages are smooth. How exactly did Apple implement the RACE framework? Let us now have some insights into how did they manage it.
Apple (R)eached
Apple has been an established company for decades. One of the key reasons why they are still one of the leading companies in the technology industry is because they are always reaching out to old and new consumers. Apple continues to build awareness of their new functions and products through multiple platforms. The Apple team’s astuteness in reaching out to consumers can be shown by how they manage feedbacks and complaints even on their Twitter accounts. These elements add value to the consumers and make them feel heard.
Apple (A)cted
Upon building awareness of their new products and services, they have a strong support system whereby both consumers and potential consumers are able to have their enquiries answered from their official website. They have global teams around the different regions of the world to answer those enquiries 24/7. This incredible support system creates a high level of engagement between Apple and their consumers. In the long run, these touch points create a lasting positive impression in the minds of their consumers.
Apple (C)onverted
Apple has been converting the different market segmentations through the decades. They have been constantly trying to improve their Apple ecosystem which allows their consumers to seamlessly perform and enjoy every Apple product they have in their arsenal. An impressive achievement of Apple is how they have even managed to convert consumers from across the multiple industries such education, the creative arts, and the governments. The Apple ecosystem, coupled with their high engagement levels, bring about high perceived values to the consumers as they believe that Apple products are able to bring them productivity.
Apple (E)ngaged
Apple has a strong after-sales service. Their after-sales service consist of both online and offline teams. Their online support team is constantly available to help their consumers who have met with certain issues while using their products. Consumers who prefer to get help from their brick-and-mortar stores can choose to head down to the dedicated customer service centers for consultations.
Apple delivered
The reason why Apple is still one of the leading firms is because they are always improving and engaging. They excel in both their product quality and service delivery. When Apple delivers, consumers become believers.
Horizon Marketing 