...Marketing Assignment Nguyen Le Anh Nanyang Business School Nanyang Technological University Marketing assignment Introduction Needless to say, value proposition, market segmentation, differentiation and positioning are closely related concepts and play an indispensable role in marketing strategy of any companies. But more importantly, businesses must decide how they can apply these concepts in their situations, because using mechanically without research can lead them to terrible results. All of the issues related to these concepts discussed in the article “Being unique is good, isn’t it?” by C.J. Hayden brought to us challenges which businesses have to take into account when implementing their marketing strategies. Challenges related to marketing concepts In this article, the author mentioned two main challenges which affect companies’ decisions in marketing. The first challenge starts with a question: “These are all reasons why being different can be good. But how different should you be?”. After that the authors illustrated his question by providing an example of failure strategy when a student decided to advertise for management consultants in his local Yellow Pages and no customers came to him. All of us know that differentiation is “distinguishing our offerings from competitors to attract potential customers” (Wikipedia). The student in this case chose a special way to stand out in management consultants market, but why was he failed? The answer is...
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...Preliminary Research Brief Summary: * History: * Company Name: Apple * Location: 1 Infinite Loop Cupertino, CA 95014 U.S.A. 408-996-1010 Description of company: Apple Inc. (Apple), incorporated on January 3, 1977, along with its subsidiaries, is engaged in designing, manufacturing and marketing mobile communication and media devices, personal computers, and portable digital music players. It also sells a range of related software, services, peripherals, networking solutions, and third-party digital content and applications. The Company’s products and services include iPhone, iPad, Mac, iPod, Apple TV, a portfolio of consumer and professional software applications, the iOS and Mac OS X operating systems, iCloud, and a range of accessory, service and support offerings. It also sells and delivers digital content and applications through the iTunes Store, App Store, iBookstore, and Mac App Store. During the year ended November 24, 2011, the Company, as part of a consortium, acquired Nortel Networks Corporation’s patent portfolio. In February 2012, the Company acquired app-search engine Chomp. Apple sells its products worldwide through its retail stores, online stores, and direct sales force, as well as through third-party cellular network carriers, wholesalers, retailers, and resellers. In addition, the Company sells a range of third-party iPhone, iPad, Mac and iPod compatible products, including application software, printers, storage devices, speakers, headphones...
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...0 Raman Fadaei 2013 Marketing management Raman Fadaei 2013 Marketing management Apple iPhone Marketing Analysis Apple iPhone Marketing Analysis Table of Content Introduction……………………………………………………………… 2 Apple SWOT analysis…………………………………………………… 7 Apple PESTEL Analysis ………………………………………............. 9 Porter's 5 Forces Analysis……………………………………………… 11 BCG matrix perspective………………………………………………… 12 Ansoff Matrix Perspective ……………………………………………… 15 Extended Marketing mix Analysis……………………………………… Conclusion………………………………………………………………... 17 Recommendation………………………………………………………… 18 Introduction The phone starts ringing, we're going to pick it up and when we touch it, the ringer volume smartly goes down! Yes! Today a company like HTC could make this kind of cellphone. Since the launch of the IBM Simon in 1993, smartphone technology has reached levels that until recent times had only been dreamed about. Features such as wireless sharing, HD video recording and mobile internet are now commonplace and today’s average smartphone has more processing power than computers used by NASA to land a man on the moon. All over the world, the smartphone experience is being shared by more and more people every day. (Belic, 2012) The convergence of mobile telephony, Internet services, and personal computing devices is resulting in the emergence of a “mobile Internet” (Ishii 2004; Funk 2001). The key devices for accessing the mobile Internet -currently dubbed “smartphones” - are powerful...
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...APPLE International Marketing BBM 6 INM By Nazza Contents Page • Introduction – Page 3 – 4 • Market Penetration – Page 4 • Swot Analysis – Page 5 • Brand Loyalty – Page 5 – 6 • Data Bias – Page 6 • Ansoff Matrix – Page 6 – 7 • New product development – Page 7 • Market Development – Page 7 – 8 • Strategies – Page 8 – 9 • Exceptions to Patterns – Page 9 • Positioning – Page 9 • How will you measure success? – Page 10 • Conclusion – Page 11 • Bibliography/ references – Page 12 Apple Report The mobile phone industry is one of the fastest-moving industries in the world. The market is expanding rapidly due to developing technologies and exciting innovations. The global mobile phone market is expected to continue to expand, with forecasts of $198.5 billion in 2018, 'an increase of 21.5% since 2013. (Mintel, 2013) Apple is the largest publicly traded corporation in the world by market capitalisation, with an estimated market capitalisation of $446 billion by January 2014. The company was founded by Steve Jobs and Steve Wozniak in 1976 and has now become the world’s most valuable brand. Apple designs, develops, and sells consumer electronics. From mobile phones and iPods, to laptops, tablets and computers. They also maintain 425 retail stores in fourteen different countries “To make a contribution to the world by making tools...
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...summarize the story of Apple The founders build a company 1976-1984: Apple Computers was founded by Steve Jobs and Steve Wozniak in a California garage on April 1, 1976. The Apple II started the personal computer boom and the early success of Apple was attributed mainly to marketing and technological innovation. Apple grew quickly, staying ahead of competitors by contributing key products that stimulated the development of software for the computer. Professional managers fail to extend the company 1985-1997: Founders of Apple, Jobs and Wozniak, was departed in 1985 during a slumping market and fired by the company’s board of directors due to ego clashes and the different opinions he shared with the CEO, John Sculley. Jobs resigned and sold all but one of his Apple shares. In the early 1990s, Apple sold more personal computers than any other company in the industry. However, the period from 1993-1995 was a time of considerable change in the management of Apple. The industry changed rapidly. Apple lost its competitive advantage in the market and sales declined. After the shares of Apple plummeted down, Jobs was requested by the board of Apple to rejoin as the CEO in 1997. Jobs leads Apple “Back to the future” 1998-2001 As CEO of Apple, Jobs terminated several projects like iBook and the AirPort products series. Apple reopened its own retail stores and introduced new innovations like iPod and iTunes music store. A corporate renaissance 2002-2006 Apple expanded its business...
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...Apple Readers of this blog know that I’m not a huge fan of Apple, but that’s neither here nor there. No matter what you read in the press or business press about Apple and innovation, marketing, or product development, the fundamental business strategy at Apple is a financial one. Apple’s fundamental strategy is to squeeze as much profit as humanly possible from every sale it makes. Apple’s financial strategy, then, is to maximize its margins, a financial strategy it has pursued single-mindedly since Steve Jobs returned to the company. This foundational financial strategy informs every other aspect of its business model. Product development — to maximize margins, Apple has to offer products that consumers can buy nowhere else. This involves one part cutting-edge design, one-part unique, hard-to-emulate features, and several parts marketing. Always be launching – A standard truth about marketing is that early adopters are willing to pay the highest prices – and highest margins. The Apple launch strategy involves super-hyping products in order to build the largest army of early adopters possible. All those nice people who stood in line for an iPad on the day of its launch were willing to pay a pretty penny to get their hands on the device. The second part of the strategy is to continually relaunch products. The Apple financial strategy – maximize margins as much as possible – is wedded to a marketing strategy of maximizing early adoption. Why is Apple so secretive to the point...
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...Running Head: SALES PLAN: PHASE TWO Sales Plan: Phase Two May 10, 2010 Sales Plan: Phase Two Apple has become one of the most successful cell phone providers since releasing the iPhone in 2007 (Apple, n.d.). This product is revolutionizing the cellular phone industry in ways that no other product could ever do. But like any product, the iPhone must continue to grow to stay ahead of the competition and always to increase sales. One way to do this is preparing a sales plan that can keep the product successful and increase the products revenues as it goes forward. As vice president of sales for Apple (Apple, n.d.), it is incumbent upon Team B to implement such a plan. Topics covered include outlining where the product is in the product life cycle, an environmental scan, situation analysis, and a SWOTT analysis. Other topics to include are sales goals, strategic plans, tactics, a budget, and measurement tools. By providing this data, Team B will ensure a successful sales plan that will not only maintain the products current success but also provide it with a very bright future to keep sustainability high. A discussion of the executive summary follows. Executive Summary The Apple iPhone is by far the most advanced and successful phone on the market today. It set the standard for smartphones and left the competition far behind with the features and applications it offers. Between all the applications available for download, the easy access to voicemail and an...
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...International marketing strategies that Apple Inc. currently does in order to promote their products. The key strategies will be discussed and explained further in more clarity. There will an investigation into any problems that Apple may face currently as well as potentially. Finally, there will be recommendations in terms of their marketing strategies will be given. Firstly, there will be an introduction into the company with clear background information. This will provide an insight into the formation of Apple Inc. and the mastermind behind Apple’s successful marketing strategies. Information on the key products that Apple produces and sells will also be given. The report will also look at the marketing mix of Apple, also known as the four P’s: • Product • Price • Place (distribution) • Promotion The 4p’s will be discussed in detail and there will be specific analysis on each of the core elements in the marketing mix. Therefore, the importance of having quality products will be explained. Also, the reasons why price plays a pivotal role in terms of Apple’s international marketing will be specified. Apple’s distribution policies will be examined and explained; as well as the promotion strategies that are used by Apple to enhance its global appeal. The report will also provide a SWOT analysis; this is a strategic method that will be used in order to evaluate Apple’s strengths, weaknesses, opportunities and threats in terms of their international marketing. Therefore...
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...g [pic] [pic] SCHOOL OF MANAGEMENT Brand Image of Apple Inc. [pic] BSc in Business and Management Studies [Marketing] TABLE OF CONTENTS[pic] Page ACKNOWLEDGEMENT Executive Summary [pic] Chapter 1: Introduction 1.1 Industry Summary 6 1.2 Company Profile 6 1.3 Brand Personality and Strategy 7 1.4 Line of Flagship Products 8 [pic] Chapter 2: Literature Review and Theoretical Framework 2.1 Literature Review 9 2.2 Corporate Marketing v/s Product Marketing 2.2.1 Corporate Marketing 11 2.2.2 Product Marketing 13 2.3 Definition and Importance of Corporate Image, Reputation & Brand 2.3.1 Corporate Image 14 2.3.2 Corporate Brand 15 2.3.3 Corporate Reputation 15 2.4 Impact of Exogenous Factors on Corporate Image 2.4.1 Effect of Country-of-origin (COO) on Corporate Image 16 2.4.2 Cultural and social influences to Country-of-origin (COO) 17 2.5 Importance of Corporate Communication 2.5.1 Total Corporate Communication Mix 18 2.5.2 Corporate Communication Wheel 19 2.6 Consumer Behavior 2.6.1 Maslow’s Hierarchy of needs 20 2.6.2 Consumer Buying Decision Process 21 2.6.3 Influence of Reference Groups 22 2.6.4 Family Influence on Consumer Behavior...
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...the state”. Due to high competition, firms have desperately been trying to reduce costs of production in order to maximise profits. Published in “Competitive Advantage” in 1985, Porter’s value chain is a great example to show how much importance firms gave to the supply side of the market in this period. Porter described the value chain as “a set of products and services linked together in a sequence of value adding economic activities”. In other words, it analyses the stages in which a product is created from raw material until it’s finished, each stage adding value to the product. Gereffi’s ‘Global Commodity chains’ uses the old strategy chains and links them with their political and geographical context, adding a spatial and territorial dimension to the demand and supply in a market.________________________________________ In 1998 in their article “Breaking the Chains? A sector Matrix for Motoring”, Julie Froud, Colin Haslam, Sukhdev Johal and Karel Williams tackled the settled chain concepts by showing its limits regarding complex industries such as motoring or healthcare. They then came out with an alternative approach which focused on “the two webs of demand and supply relations” (Froud, 1998). The sector matrix looks at the firm not as a business operating in an industry but more widely looks at it in a sector perspective. This essay will attempt to discuss critically how the ‘sector matrix’ is useful for analysing demand...
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...Pricing Policies – Pricing iPhones and Similar Devices AApple Inc. (Macintosh), established on January 3, 1977, plans, fabricates and markets versatile correspondence and media gadgets, PCs, and convenient computerized music players, and offers an assortment of related programming, administrations, peripherals, organizing arrangements, and outsider advanced substance and applications. The Company's items and administrations incorporate iPhone, iPad, Mac, iPod, Apple TV, an arrangement of shopper and expert programming applications, the iOS and OS X working frameworks, iCloud, and a mixture of extra, administration and bolster offerings. In March 2013, the Company gained a Silicon Valley startup, WiFiSlam, which makes mapping applications for PDAs. Compelling July 19, 2013, Apple Inc obtained Locationary Inc. Powerful July 20, 2013, Apple Inc obtained Hopstop.com Inc. Powerful August 28, 2013, Apple Inc obtained AlgoTrim AB, a Malmo-based designer of prepackaged programming. In November 2013, Apple Inc purchased PrimeSense Ltd. Viable December 2, 2013, Apple Inc gained Topsy Labs Inc. In February 2014, Apple Inc gained Burstly Inc. Viable April 3, 2014, Apple Inc gained Novauris Technologies Ltd. Compelling August 1, 2014, Apple obtained Beats Electronics LLC (Beats). DIFERENTIATION: Apple endeavors to build business interest for its items through separation, which involves making its items special and alluring to shoppers. The organization's items have dependably been intended...
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...TABLE OF CONTENTS EXECUTIVE SUMMARY IPhone is Apple’s well celebrated smart phone which has taken the mobile phone industry by storm. The iPhone idea came about when Apple CEO Steve Jobs told Apple engineers to explore the concept of touch-screens. There are many reasons a consumer would favour iPhone over other smart phones, whether the reason lies in its sleek, metallic design or the entertainment kicks the consumer obtains out of using it, it is crucial that Apple looks in greater depth at more sophisticated business tools in order to cater professionals like surgeons, businessmen and engineers. Iphone’s attractive brand image can be single-handedly gunned down by other strong factors, like the mentioned business element for instance, should Apple not expand its utilisation potency. Brand audit has been performed by using Keller’s CBBE Framework. In order to understand the iphone’s degree of competitiveness in the market, it is essential to conduct a SWOT analysis so that it becomes clearer to which side weighs more: the pros or the cons. The audit offers recommendations to the sort of improvements that will help establish iPhone’s brand positioning, brand management and marketing value. Keller’s model is not the only model that can be adapted to measure brand equity. Its limitations are discussed and other brand equity models are explained briefly. INTRODUCTION The mobile phone industry is progressing fast in today’s modern society. Not only does the mobile...
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...Innovation Strategy Paper Innovation Strategy Paper Not many companies, if any, are known for more innovation than Apple Inc. The products and software produced by Apple Inc. always seem to be years beyond the reach of other companies. Apple Inc. and its wholly-owned subsidiaries (collectively “Apple” or the “Company”) designs, manufactures and markets mobile communication and media devices, personal computers, and portable digital music players, and sells a variety of related software, services, peripherals, networking solutions, and third-party digital content and applications (Apple, 2011, pg. 1). Apple Inc. (Apple) produces such items and services as the “iPhone®, iPad®, Mac®, iPod®, Apple TV®, a portfolio of consumer and professional software applications, the iOS and Mac OS®X operating systems, iCloud®, and a variety of accessory, service and support offerings” (Apple, 2011). Apple’s innovation strategy is described below and is evaluated along with the risks involved with the strategy. Apple’s financials and business plan are also described below. Innovation Strategy Innovative companies can thrive even in a tough economy. Apple Inc. has seen hard times and good times. Apple has survived as a company because of a renewed commitment to innovation. This commitment to innovation spearheaded by Steve Jobs has caused other companies to analyze how Apple does so well. First, it is important to note that Apple has not been always successful. Today...
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...International Conference on Mobile Business / 2010 Ninth Global Mobility Roundtable What factors contributed to the success of Apple’s iPhone? John Laugesen Yufei Yuan McMaster University, DeGroote School of Business Hamilton, Ontario CANADA laugesjd@mcmaster.ca McMaster University, DeGroote School of Business Hamilton, Ontario CANADA yuanyuf@mcmaster.ca Abstract — Unknown to most North American consumers, a mobile data and Internet service in Japan called i-mode has been highly successful in that country for the past decade. Unfortunately, mobile data services in North America have lagged behind many European and Asian countries. However, the situation changed rapidly with the iPhone, launched in the US in June 2007. Consumers lined up for days for the chance to purchase one, and over 500,000 units sold on the first weekend. Since that time, over 42 million iPhones have been sold, arguably making it one of the most successful mobile phone products ever launched. What is it that makes the iPhone such a success? In this paper we define a set of success criteria to investigate the success of the iPhone and propose a comprehensive success model. The success model can be used by both academics and practitioners to understand the reasons why, and ways to ensure that mobile data and commerce services become successful. II. To adequately judge whether the iPhone is successful, a set of ‘success’ criteria was developed. These success criteria are based on an extensive literature review as...
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