...Apple and Disney Case Studies April 2015 Introduction Different consumers all across the world have different preferences with regard to new and existing products. In this regard, this paper seeks to analyze different cultural perspectives portrayed by consumers. It will address the manner in which the Japanese market reacted to the introduction of Apple’s IPhone which was considered as genius products in some parts of the world. On the same note, the paper will focus on how Hong Kong consumers received the conservative shark’s fin soup. IPhone in Japan While introducing the product (IPhone) to the Japanese market, Apple, the company banked on the success stories of other products that had performed relatively well in that country. These were IPods and computers. Furthermore, projections had placed the sales at more than a million products. However, that did not happen. The products were not positively received in the country despite good features that manufacturer thought would suit the Japanese market (Kane, 2008). One of the biggest mistakes made by Apple was the reliance on the 3G platform that the product had. Japan conventionally had been accustomed to phones that offer 3G internet. This meant that all other phones in the market had been installed with the 3G internet and IPhone did not amuse them. Another flop was evident in the touch screen concept installed in the IPhone. According to Japanese consumers, that feature was cumbersome to use. The reality within...
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...Case One: Japan to Apple’s iPhone: “No Thanks!” The new version of Apple’s iPhone has generally been a strong seller worldwide, except in Japan. While some analysts had estimated that Apple would sell a million units of its latest iPhone in Japan, revised estimates put the number at more like 500,000 phones. So what’s the problem? The phone uses the faster 3G network and offers a touch screen. And Apple iPods and computers are popular in Japan. Well, it turns out that Apple iPhone’s use of the 3G network is not a big deal in Japan, because 3G access has been a standard feature on Japanese cell phones for several years. And as far as the touch screen is concerned, some Japanese consumers feel that they would have problems getting used to it. Perhaps the biggest hurdle facing Apple, however, is what the iPhone doesn’t have. Remember, Japanese consumers enjoy some of the world’s most technologically advanced cell phone features, such as “a high-end color display, digital TV-viewing capability, satellite navigation service, music player and digital camera.” Another “must have” feature in Japan, lacking in the iPhone, is “emoji,” which is clip art that can be inserted into sentences to make e-mails more attractive. In addition, many mobile phones in Japan allow their users to use their phones as debit cards or train passes. Source: Yukari Iwatani Kane, “Apple’s Latest iPhone Sees Slow Japan Sales,” Wall Street Journal, September 15, 2008, B3. Case Two: Would Mickey Mouse...
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...Case Study Analysis The success of marketing a product or service in other countries is affected by the product itself and consumer demand. According to Weber (2002), when marketers are looking to export their products or services to other countries they need to understand the consumer’s demands, expectations, and tastes in the region. Not all consumers feel and think the same way. For example, consumers in Hong Kong have different historical and cultural views than Mainland China, although they may have similar cultural values (Weber, 2002). Consumers within these two regions may have different preferences and environmental standards. The same could be said for Japan. Therefore, when marketers are trying to enter other regions they must understand the region’s culture and behavior toward a product or service. Marketers must also understand demand factors of that region, such as economic and social. Case one: Japan to Apple’s iPhone: “No Thanks!” Although technology is used all over the world, different countries can provide many challenges when trying to introduce new technologies to them. Apple found this out when trying to introduce the iPhone in Japan. According to Frommer (2010), reasons the iPhone was not successful in Japan was because Apple failed to understand what the Japanese consumer expected of an iPhone and the competitive marketplace. Although the iPhone is successful in the United States, many consumers in Japan believe the phone’s technology is old and...
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...SUMMARY The word innovation and Apple are synonymous, from its inception in 1976 to date; it has innovated repeatedly and unceasingly with the one simple rule “SIMPLICITY”. Innovation being the key word here, the Apple strategy for the same is extremely consumer centric, they constantly create new products by assessing the needs of the consumer/consumers and in the process deliver new and cool products that possess high quality, craftsmanship and design. This case study discusses the company’s approach to creating and delivering products, which were unique and would be considered as breakthrough products. This case study also analyses the impact of Steve Jobs on the company and his employees. This study highlights excerpts from many Apple employees and it apparent from the statements that they make that “Innovation and Customer Experience” as the basic principles they followed and these were the basis for design and development of products. This way of thinking and operating can be emulated by other companies only if they choose to believe and follow the core ideals/principles they set into motion and at the same constantly adapt and change to the needs of the market. The leadership has to be convinced that the path the company is on, is inline with the values and that these values would lead to productivity, while at the same time inspiring the employees to achieve the single common goal. Another key highlight of this study is the vision of Steve Jobs with respect...
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...Japan to Apple iPhone "No Thanks" and Would Mickey Mouse Eat Shark Fin Soup these two case studies shows what happens when consumer behavior and marketing mix in globalization goes very wrong. These two studies reveal how marketer think they are giving a wonderful product and service in the case of Apple's the iPhone and Disney the Shark's Fin Soup. Understanding the consumer’s behavior and the customs and values of the culture impacted these two campaigns. Apologies good media press and changes in the strategy to get the approval of the consumers. Both case studies points out the impact of technology and how it at first affected the campaigns for bad with negative that changed the reputation of both companys. Apple's dilemma was very embarrassing for the company with negative reports and predictions of how the iPhone was going to sell in Japan. The propaganda was already put out to the media about the Japanese saying No Thanks to Apple concerning the iPhone 3. Apple thought that Japan would be ecstatic with the new product but supposedly the opposite occurred with reports of weak showing of the iPhone3. Of course with Apple being the cutting edge in technology and innovation in the western world Japan did not feel the same way about Apple's iPhone3. First Japan was a hard market to try to get into the for Apple and their competition Nokia, and Motorola, whose attempts to grab Japanese customers were futile. So this was going to be a difficult campaign for Apple. At the...
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...Case Study Analysis PSY/322 Monday February 24, 2014 Mary-Lynne Ament Case Study Analysis Consumer behavior determines how and why a person makes a purchasing decision. Marketers try to understand this behavior so that they can adjust their marketing strategies to increase their brand loyalty and profit. There are social, cultural and psychological factors that influence these behaviors. Some social factors include lifestyle, personality, family, peers, and life roles. The psychological element includes attitude, perceptions, beliefs and motivation. Some cultural factors include basic values, ideals and behavior. When a business is going to “go global”, they need to understand their target audience and interpret their buying behavior. Apple iPhone in Japan case study In 2008, Apple released the latest version of the iPhone. The release of the iPhone did well in most places except in Japan. Apple had estimated on selling a million units there but had later changed that estimate to 500,000. There consumer behavior in Japan was much different from the behaviors of other countries. These other markets were happy to welcome the new iPhone and all of its capabilities, but the people in Japan were not impressed. In the case study of Japan to Apple’s iPhone: “No Thanks”, there was a hard lesson learned by Apple. It is fair to say that they did not do their research on Japan and the need for the iPhone. First there is cultural opposition because Japanese have high, complex...
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...Case Study Analysis Larry Dean Psy 322 June 2, 2014 April Ward Case Study Analysis When a company makes the decision to market their product or service to multiple cultures, they must be very aware of the intricacies and differences between each of the cultures. While some customs or traits associated with a particular culture are very overt or obvious, others may not be. Detailed analysis must be done to ensure that all of these traits have been considered. Failure to do so could result in a lack of profits at best and a negative hit to a brand name at worst. Two case studies give examples of companies attempting to market and sell their products and services in new cultures. Case One: Japan to Apple’s iPhone: “No Thanks!” When Apple unveiled its much anticipated iPhone to the United States the response was overwhelming. The iPhone broke new ground in smartphone technology with its touch display, 3G data network capability and internet-based applications and utilities. Apple enjoyed huge sales and revenue in the United States. Similar success was enjoyed when the iPhone was released in other countries around the world as well. Overall, the feedback was very positive. So when it came time to release the iPhone in Japan, analysts estimated a million sales. Revised estimates after the release, however, were a staggering 50% lower at 500,000 units sold. There was initially much confusion as to why actual sales were so much lower than what was initially anticipated...
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...ORGANIZATIONAL BEHAVOIR AND MANAGEMENT (205KM) CASE STUDY CHAPTER 10 CASE 10.1: ELECTROLUX CLEAN UP STUDENTS NAME : NUR FARAH ‘AIN BINTI ZULKIFLI STUDENTS ID : CVB110711837 SECTION : 2 LETURER’S NAME : MISS ABIDAH BTE SAAD QUESTION 1 How would you describe the conflict between Michael Eisner and the Weinstein brothers, two board members (Disney and Gold), and Steve Jobs? Was it functional or dysfunctional? ANSWER Functional conflict defined as a confrontation between groups that enhances and benefits the organization’s performance’ while dysfunctional conflict defined as any confrontation or interaction between groups that harms the organization or hinders the achievement or organizational goals. From our point of view, this case study’s conflict was mostly dysfunctional, though, with some degree of functional conflict. They were functional in that even though the conflicts existed between Eisner and the Weinstein brothers and with Steven Jobs, the company was successful despite these widely publicized issues. For example, Eisner did lead the company to 67th in the Fortune 500 ranks and to a value of $40 billion; with his actions in the early ‘80s, he turned the company around with several company acquisitions. Also, even though the conflicts were high profile in the media, Disney was still successful. As a conclusion, it can be said that a company will perform low either there are no or when there is too high conflict existed...
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...DISNEY STUDY CASE Based on Disney’s business case on Marketing Management Book by Kotler Keller, in my opinion the market research they are using to develop overall products are behavioral research method and observational research that influences to their product by consumer behavior. But these research method only used if we gathered the Disney’s product as one research. In fact, Disney Business Segment and Product divided by 5 (five) segmentation, which means one product to another product not always related but still in the same brand of Disney. Therefore, to analyze market research for different product should be done with different method as well. Here are the Disney Business Segmentation and Products: 1. Walt Disney Studio , with products created films, recording labels, theatrical performance 2. Parks and Resort, with products theme parks, cruise lines, other travel-related assets 3. Disney’s consumer products with varies of branded products 4. Media network, with products television network such as ESPN, ABC, and Disney Channel 5. Interactive media with product podcast, website interactive Research method that Disney applied related to the research approaches and gathered with my personal opinion for five products: 1. Theme park (Disneyland), for this product Disney differentiate it’s customer in terms of (1) their needs and (2) their value to the company by doing behavioral research. Behavioral research is method that used by skimming...
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...Case Study Creative Thinkers Presentation 01/361 November 28, 2011 Case Study Creative Thinkers Presentation Steve Jobs made a name for himself in the business world as an inventor, he became a household name and recognized as a charismatic pioneer in the revolution of personal computers today. He was born February 24, 1955 and died October 5, 2011. He dedicated his life to Apple Inc. Steve Jobs co-founded, chairman, and chief executive officer of the company. Jobs also used his creative thinking in animation. As he served as a chief executive for Pixar, he was also on the board of directors of the Walt Disney Company. Steve’s Job major impact of Apple was designing the personal computer. In the 1980’s Steve Steve Jobs was one of the first to recognize the potential of Xerox PARC’s mouse driven graphic user interface. In 1986 Jobs designed the computer graphics division in Lucas Film Ltd. that led to Pixar animation as he was able to take the credit for Toy Story in 1995 as the executive producer. In 1996 there was a buyout of NeXT and jobs were brought back to Apple. He then created iMac, iTunes, iPod, iPhone, and his last creation was the iPad. Steve Jobs made a great impact on many lives, he gave others opportunity and a positive way of thinking. He did this by creating more jobs, and entertaining those with what was used through imagination in the animated world as well as giving us the convenience of listening to music on demand with iTunes...
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...* Defining Marketing University of Phoenix MKT/421 - Marketing 22 July 2013 Defining Marketing What is marketing? What is the definition of marketing? A good marketing strategy is essential for a company's success while no or bad strategy can damage an organization. Different sources and information combined within marketing catch the consumer's attention for products or services. This paper explains the different definitions of marketing along with the author's personal interpretation of marketing. Additionally, the importance of marketing is discussed on three examples where marketing was used but with severe problems. Personal Definition of Marketing The author's personal definition about marketing is that organizations take steps to catch customer's attention and convince them to buy their product. Parts of efficient marketing are sales, promotions, and advertisements to increase sales. Overall, marketing ensures that a company makes profit and stays on consumer's minds. KnowThis.com – Definition of Marketing According to KnowThis.com marketing is defined as “the strategies and tactics used to identify, create, and maintain satisfying relationships with customers that result in value for both the customer and the marketer” (KnowThis.com 2009, p. 3). The key elements are strategies and tactics, create, identify, satisfying relationships, value, and maintain with consumer and marketer.KnowThis.com argues that tactics and strategies are the base...
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...31 STEVE JOBS AND APPLE, INC. Todd A. Finkle, Gonzaga University Michael L. Mallin, The University of Toledo CASE DESCRIPTION The primary issues in this case involve business startup and management, and are appropriate for entrepreneurship and management courses. A secondary issue demonstrates how personal drive and motivation are critical components of successfully managing and growing a business, thereby making this case appropriate for discussion on the topic of strategic management. The case chronicles the life and passion of entrepreneur, Steve Jobs – illustrating the rise, fall, and current state of the Apple Computer Company. The case has a difficulty level 2 and is designed to be covered within one (75 minute) class period. The required preparation time is about 2 hours. It is appropriate for small business, entrepreneurship, or management classes. The purpose of this case is to illustrate to students how individual passion, determination, and innovation is a critical element in business start up success and also to stimulate critical thinking in terms of future direction for a company in a struggling economy. CASE SYNOPSIS The Apple Computer Company is arguably one of the most innovative technology companies to emerge in the last three decades. Apple, Inc. is responsible for bringing to market such products as the Macintosh computer and laptop, iPod and iTunes, and most recently, the iPhone. The success of the company can be traced primarily to a...
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...must be done to ensure that all of these traits have been considered. Failure to do so could result in a lack of profits at best and a negative hit to a brand name at worst. Two case studies give examples of companies attempting to market and sell their products and services in new cultures. Case One: Japan to Apple’s iPhone: “No Thanks!” When Apple unveiled its much anticipated iPhone to the United States the response was overwhelming. The iPhone broke new ground in smartphone technology with its touch display, 3G data network capability and internet-based applications and utilities. Apple enjoyed huge sales and revenue in the United States. Similar success was enjoyed when the iPhone was released in other countries around the world as well. Overall, the feedback was very positive. So when it came time to release the iPhone in Japan, analysts estimated a million sales. Revised estimates after the release, however, were a staggering 50% lower at 500,000 units sold. There was initially much confusion as to why actual sales were so much lower than what was initially anticipated due to the fact that Japan is a very technologically savvy country and previous Apple products such as the iPod and Apple computers were very successful in Japan. As it turned out, one of the very factors that Apple was counting on for high Japanese sales turned out to be the reason sales failed to meet expectations. The Japanese are in fact a very...
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...Case Study Analysis_WK5 PSY322/Consumer Psychology and Research June 16, 2013 Case Study Analysis The subject case studies are designed in order to conceptualize the cross-cultural consumer behaviors, their effects on business and company activities while analyzing the case study. The main realm of subject study is the consumer behaviors in global perspectives. The studies are also aimed to create the sense in the students about how to analyze the case study. So to achieve the said objectives the extensive literature review is conducted including the evaluation of consumer behaviors and their decisions regarding purchases while including the lessons learned by the Apple regarding the differences in consumer behavior and purchasing decisions between the Japanese market and the market outside of Japan. The consumer behaviors during the field survey administered under subject study are found dissimilar across the cultures. These dissimilarities in behaviors of the customers across the cultures affect the company’s marketing mix strategies. These effects are discussed in sections created below. Likewise the lessons learned from the Walt Disney Company about consumer behavior and purchasing decisions at Hong Kong Disneyland has also been added as a part of study while explaining various issues that may influence the behaviors of the consumers. Lastly the survey administered identifies the reasons behind the Japanese consumers’ behaviors of hating the iPhone...
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...Question # 1 Explain the importance of creating building brand strategy. Provide an example of a company that has developed a strong branding strategy. The real impact and strength of a brand is in the thoughts, feelings, images, beliefs, attitudes, and experiences that exist in the minds of existing or future customers. This so called “brand knowledge” affects how those customers respond to products, prices, communications, selected channels and other marketing activities (ultimately, impacting brand value). A brand strategy is the proactive effort to use advertising tools to position a given brand relative to competitors, so targeted customers are convinced that the brand offers greater value than competing brands – goal is to positively impact those thoughts, feels, etc. of consumers. Thus, effective positioning is most important to attract customers, gaining marketing share and building a loyal following. Companies use a variety of strategies to establish strong, favorable, and unique associations for their brands. One needs to understand consumer behavior and how consumers make decisions about whether a brand is likeable or not. Thus, need to be clear about a) unique features of a brand (points-of difference) that are favorably seen by consumers, and b) features that are shared with other brands (points-of parity). Furthermore, marketing managers need to develop the right, memorable brand elements (name, logo, slogan, packaging, etc.) that customers can associate...
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