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Case Assignment 1

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Submitted By mrwright105
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Case Assignment Analysis Week 1
MRKT 5000

Consumers Take a Shine to Apple Inc.

Case Summary:

Apple is one of the leading and profitable technology companies in the world. Their products are sold and consumed in over five continents across the globe. Beginning as a computer company in 1976, Apple has transcended into a technology company with a product mix that is dominating many electronic spectrums. Apple has revolutionized the way tech companies market to their consumers. This case study shows how Apple uses advanced innovations that make everyday life simpler for their users. They use price, promotion, and distribution strategies that set a sense of prestige for their products and the people using them.

Key Marketing Issues:

Pricing – Many electronic customers stray away from consuming Apple products because of the pricing set on the products. They are traditionally priced high compared to competitors. The low-income consumer that does not see the benefit of purchasing the Apple product versus the competitor that also gets the job done will go with the better-priced item.

High Innovation Expectations – Apple expectations to create more innovative products on a short schedule is an issue for Apple. Because of their track record and time line that they place on their product releases, they are pressured to make multiple changes to a product within a short period of time.

Leadership Public Perception – Leadership has been an issue for Apple since the passing of co-founder Steve Jobs. Any time Tim Cook’s, current Apple CEO, ability to lead and keep innovation going is questioned in the media, the share price tends to take a negative turn.

Personal Case Analysis:

I am personally an active Apple consumer. I currently have an iPhone, iPad, iMac, Apple Watch, and Apple TV. I was one of the consumers who down played Apple products because of

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