...Apple in the digital age from the iPod to the iPad Apple Inc. The Case Study 2000 - 2010 Foreward John Ashcroft Welcome to this Apple case study. I have always been something of a computer geek. My first computer was a Commodore Pet in 1978. It had 8k of RAM and a cassette player for storage. Programmed effectively, a two dimensional pencil sketch of a rocket would take off and zoom off screen. Beyond that and a few simple games, I don’t recall it did much at all. My first experience of Apple was the Apple II in the early 1980’s. The combination of Apple and a Visicalc spreadsheet, greatly enhanced financial and business plan modelling. Business models were more easily produced and what-if simulations were available at the click of a button. It was a great step up from the pencil and calculator. Seven years ago, I abandoned Microsoft and converted entirely to Apple. Apple Macs, MacBooks, MacBook Air, iPods, iTouch, the iPhone and the iPad, I had to try them all and never looked back This is the case study of Apple in the digital age. The great era of the iPod, the discovery of the digital hub and Apple’s move into the mainstream consumer market with the iPod, the iPhone and the iPad. It has many great examples for enthusiasts of marketing, leadership, organization, financial analysis and strategic management. The story begins almost ten years ago. In 2001, Apple sales fell by a third and the company reported an operating loss of $350 million some 6% of sales. The company...
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...Apple in the digital age from the iPod to the iPad Apple Inc. The Case Study 2000 - 2010 Foreward John Ashcroft Welcome to this Apple case study. I have always been something of a computer geek. My first computer was a Commodore Pet in 1978. It had 8k of RAM and a cassette player for storage. Programmed effectively, a two dimensional pencil sketch of a rocket would take off and zoom off screen. Beyond that and a few simple games, I don’t recall it did much at all. My first experience of Apple was the Apple II in the early 1980’s. The combination of Apple and a Visicalc spreadsheet, greatly enhanced financial and business plan modelling. Business models were more easily produced and what-if simulations were available at the click of a button. It was a great step up from the pencil and calculator. Seven years ago, I abandoned Microsoft and converted entirely to Apple. Apple Macs, MacBooks, MacBook Air, iPods, iTouch, the iPhone and the iPad, I had to try them all and never looked back This is the case study of Apple in the digital age. The great era of the iPod, the discovery of the digital hub and Apple’s move into the mainstream consumer market with the iPod, the iPhone and the iPad. It has many great examples for enthusiasts of marketing, leadership, organization, financial analysis and strategic management. The story begins almost ten years ago. In 2001, Apple sales fell by a third and the company reported an operating loss of $350 million some 6% of sales. The company...
Words: 5086 - Pages: 21
...Apple in the digital age from the iPod to the iPad Apple Inc. The Case Study 2000 - 2010 Foreward John Ashcroft Welcome to this Apple case study. I have always been something of a computer geek. My first computer was a Commodore Pet in 1978. It had 8k of RAM and a cassette player for storage. Programmed effectively, a two dimensional pencil sketch of a rocket would take off and zoom off screen. Beyond that and a few simple games, I don’t recall it did much at all. My first experience of Apple was the Apple II in the early 1980’s. The combination of Apple and a Visicalc spreadsheet, greatly enhanced financial and business plan modelling. Business models were more easily produced and what-if simulations were available at the click of a button. It was a great step up from the pencil and calculator. Seven years ago, I abandoned Microsoft and converted entirely to Apple. Apple Macs, MacBooks, MacBook Air, iPods, iTouch, the iPhone and the iPad, I had to try them all and never looked back This is the case study of Apple in the digital age. The great era of the iPod, the discovery of the digital hub and Apple’s move into the mainstream consumer market with the iPod, the iPhone and the iPad. It has many great examples for enthusiasts of marketing, leadership, organization, financial analysis and strategic management. The story begins almost ten years ago. In 2001, Apple sales fell by a third and the company reported an operating loss of $350 million some 6% of sales. The company...
Words: 5063 - Pages: 21
...Apple in the digital age from the iPod to the iPad Apple Inc. The Case Study 2000 - 2010 Foreward John Ashcroft Welcome to this Apple case study. I have always been something of a computer geek. My first computer was a Commodore Pet in 1978. It had 8k of RAM and a cassette player for storage. Programmed effectively, a two dimensional pencil sketch of a rocket would take off and zoom off screen. Beyond that and a few simple games, I don’t recall it did much at all. My first experience of Apple was the Apple II in the early 1980’s. The combination of Apple and a Visicalc spreadsheet, greatly enhanced financial and business plan modelling. Business models were more easily produced and what-if simulations were available at the click of a button. It was a great step up from the pencil and calculator. Seven years ago, I abandoned Microsoft and converted entirely to Apple. Apple Macs, MacBooks, MacBook Air, iPods, iTouch, the iPhone and the iPad, I had to try them all and never looked back This is the case study of Apple in the digital age. The great era of the iPod, the discovery of the digital hub and Apple’s move into the mainstream consumer market with the iPod, the iPhone and the iPad. It has many great examples for enthusiasts of marketing, leadership, organization, financial analysis and strategic management. The story begins almost ten years ago. In 2001, Apple sales fell by a third and the company reported an operating loss of $350 million some 6% of sales. The company...
Words: 5063 - Pages: 21
...these technologies is the “smart phone.” Smart phones have a variety of accessories including internet, e-mail, and many other applications. Because of this growing technology, cell phones can also hold and play music. With the ability to have music on a phone, it is speculated that the iPod may fall off the market. However, there are some aspects of having an iPod that are appealing to consumers so this may not be the case. Some may think that having a “smart phone” would make life much easier. Of course, it would be much more convenient to have all of your technological accessories on one device, but what about the price? Having to pay for your phone service, text messaging, internet and email, music and applications all on a monthly bill could get to be expensive. If you have an iPod separate from your phone, you only have to pay once for it. Without the additional price for extra accessories on a phone, your phone bill will be less each month and you are ultimately paying less for the same services. It may not seem to make a large difference, but in this time of recession, every penny counts. One feature of the iPod that is so attractive to consumers its size. It is small and very portable and that makes it much easier to use. Many people who have their iPod for company for workouts appreciate not having to carry a large device along with them. It is very convenient. The iPod is also very simple to use. The “smart phone” seems advantageous to use but there are so...
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...Communications 37 Developing an Integrated Marketing Communications Plan 37 Overarching Goals of the Plan 38 Message Development 38 Communication Media, Venues, and Campaign Elements 39 Tactical Marketing Plan Elements 40 Regulation and Ethics Issues 45 Responding to Regulation and Ethics Issues 46 Assessing E-Marketing Effectiveness 47 Conclusion 50 References 51 List of Figures Figure 1 - Porter's Five Forces Analysis Framework 22 Figure 2 - Comparative Competitor Specifications 23 Figure 3 ' Online Advertising Tracking Sample 30 Figure 4 - Shop Floor Hierarchy 35 Figure 5 - Collaborative Marketplaces and E-Hubs 36 Figure 6 - Demand Management 37 Figure 7 - Transactional and Relationship Marketing 38 Figure 8 - Example of iPod Shuffle Messaging 39 Figure 9 - Adoption Curves for Various Media 40 Figure 10 ' Integration of the Product Lines 41 Figure 11 ' eCommerce Access 41 Figure 12 ' Uses for...
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...Sound and Audio Engineering Dubai Unit FND 100: Foundation Course FND 100.2 Essay Student Name: Fin Sheffield Date : 25/9/2012 Unit Lecturer: Tasnim Saleh The media industry has changed in the past twenty years in so many ways, most for the better but, in some cases, for negative reasons. Since the late 1990’s, society has witnessed the blow up of the internet allowing people from all over the world to access and research many different things, the influx of mobile phones and the advantage it has had on the people, the many different game consoles around and other things such as the transition between VHS to DVD’s and the introduction of BluRay and Bluetooth. Two major impacts on the media industry for both positive and negative effects, have been the iPod and the music sensation, Spotify. Both have created a large hype within the media industry for several different reasons, and are both appreciated and cursed by the audience of today. Spotify is a downloadable window, where if you have internet connection, you are able to stream music for free. There are many positive effects that come with Spotify. You are able to listen to music anywhere, due to a new app that can be downloaded to any Android phone. On Spotify, there are two different subscriptions that are available. One can either pay for “The Ultimate” or “The Premium” or, alternatively, one can opt out of subscription, pay nothing, and...
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...Jobs had a vision of making Apple Inc. a cultural force through differentiation and style of his products. He was responsible for bringing out those innovative products that we all love: the iPod, iPhone, and iPad. Jobs wanted to reposition the company and take advantage of the consumers who were becoming more tech-friendly and taking on a more digital lifestyle. Apple’s first big move was the iPod. The portable digital music player was the first time that Apple took on another market away from its business core, computers. Right from the start the product was a huge hit. The two factors that made the iPod stand over their competitors were the memory capability and its sleek design. The first iPod could store around 1,000 songs when other MP3 players in the market could only store around an hour of music. The iPod quickly took over the market taking a 70% market share in the MP3 player industry. Another big factor that benefited the iPod was that it worked with both Mac and Windows, the first time Apple released a product that could work with other software apart from theirs. Another huge contributor to the iPod success was iTunes. The iTunes software synchronized your iPod with your computer and it made it easy for the customer to manage their music and quickly add them to their iPod. Along with iTunes came the iTunes music store, “the first legal...
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...endangered animal facing extinction from the threat of the poachers — in this case, the multimedia age. It has been said that reading as a hobby is gradually losing its appeal as opposed to Internet gaming, blogging (writing an online diary), listening to podcasts and ipods and watching popular drama series on television. Evidently, many more forms of recreation and leisure are rising up from the multimedia sector and threaten to replace reading as a hobby in this age. Today, one of the strongest competitors of reading is the Internet. With its plethora of easily accessible information, the Internet easily outshines reading as a more exciting and fun way of relaxation. Online gaming, especially, has taken root in [the lives of] most teens today as the top hobby of all. Fewer teenagers are spending more time on reading than on online gaming. In fact, online gaming is fast becoming an addiction among school children. It has been reported that there has been an unprecedented rise in the number of cases of online-gaming addiction among teens in Singapore. Furthermore, book loan statistics from the libraries of Singapore show a decrease in the number of books borrowed per person over the past few years. This has prompted the National Library Board to launch a series of reading programmes and measures to “up” the statistics as well as interest among Singaporeans, for example, increasing the maximum number of books borrowable from eight to twelve [Ed.: from 4 to 8?], as well as launching...
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...consumers’ taste shifts to a newer or better offering. Eventually what happens is profits fall and it makes not profitable to produce the product anymore. As a number of other companies dominate the market, it becomes increasing difficult for the company in question to maintain its level of sales. This is something in the case of digital music players like the Apple IPod. Profitability will fall, eventually to the point where it is no longer profitable to produce, and production will stop. As a number of companies start to dominate the market, it becomes increasingly difficult for the company in question to maintain its level of sales. Consumer tastes also change, as do new technologies which may make the product become ultimately obsolete (as in the case of CDs and DVDs, and now Blu-Ray).Profitability will fall, eventually to the point where it is no longer profitable to produce, and production will stop. As a number of companies start to dominate the market, it becomes increasingly difficult for the company in question to maintain its level of sales. Consumer tastes also change, as do new technologies which may make the product become ultimately obsolete (as in the case of CDs and DVDs, and now Blu-Ray).Profitability will fall, eventually to the point where it is no longer profitable to produce, and production will stop. As a number of companies start to dominate the market, it becomes increasingly difficult for the company in question to maintain its level of sales. Consumer tastes...
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...Case 2 – the Death of the iPod * iPod Classic – hasn’t been updated since September 2009 * shipping times slipped from 24hrs to 1-3 days in UK, US reported short supplies * speculation device may soon be discontinued * not even mentioned at annual Apple Developer conference in 2010 * decline as company moved to other devices as iPhone, iPad, iPod Touch as these helped generate record-breaking profits to US20b. * iPod developed 10yrs ago (2001), brought to market under not good circumstances. * “the unveiling of a breakthrough device” with a hint: its not a Mac. * Apple’s CEO first failed to know how important downloading would become to the online generation in its first models of iMac (i=internet) as it had no slot drives for burning CDs or DVDs * Jonathan Ive – the man behind the revolutionise the business, company lost its sense of identity and purpose – * However, the launch of first iMac saw Jobs making great play of Apple’s digital hub strategy, pictured Mac as centre of new digital ecosystem where we would plug in all wonderful new devices * iPod was not the first or the cheapest or largest capacity device on market...only compatible with Macs whereas the majority of people use PCs * the coming of iTunes Stores in 2007 (video store): Apple become the number 1 music provider in the world, taking over music business * changed the way we think about technology and design, the way we shop, consume media and interact...
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...will be writing about. In the case of the Apple Ipod I know what a great product it is because I own one. Since I know about the product it will be interesting to learn some of the marketing tactics that appeal to the market. I will also be looking at the product life cycle of the Ipod and where it stands today. I will enjoy getting to know one of the best known computer and electronics brands from the marketing standpoint. The first steps of the marketing process of the Ipod I will look are the objectives and marketing strategies. The Ipod is attractive to many different groups and age ranges. It is great for active people, travelers, children, teens and adults\. It is also small so no bulky system to carry around and you don’t have to take twenty CD’s to get a variety of music. They also have to look at the over all price and use that someone can get out of the product. It needs to be something that many people can afford, but not a piece of junk. These are just some of the things that I can think of the Apple would have discussed as some of their objectives. If I take all of the people that I mentioned before and now have to market the product to all of them that is where the work really starts. Apple has to reach as many people as possible with their marketing strategy. I know that there were many ads out for the Ipod such as magazines, internet and commercials. Now I want to take a look at the introduction stage of the process for the Ipod. Apple had to look at the overall...
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...to find out the pre-purchase and post-purchase behaviour of iPod users in the consumer market. Consumer behaviour includes the actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions. The pre-purchase behaviour is determined by the expectation a customer develops in his/her mind before purchasing a product. Pre-purchase behaviour depends on various factors like 1) Financial stability of the customer 2) Reach by material which may be competition from the products of the same range like mobile, digital camera or by people, basically the peer factor.3) Advertisement 4) Competitive Advantage 5) Past experience buying from the seller. Post-Purchase behaviour is defined when after purchasing a product, the customer compares the product with the expectations he had developed in his mind about the product before buying, whether he is satisfied or unsatisfied with the product. Satisfaction or unsatisfaction affects consumer value perception. Post-purchase behaviour depends on various factors like 1) Easy to handle 2) Lack of Performance 3) Frequency of use. The six stages of consumer buying process will be included in determining the post-purchase behaviour of iPod. They are 1) Need Recognition 2) Information Search 3) Evaluation of Alternatives 4) Purchase Decision 5) Purchase 6) Post Purchase behaviour. 1.1 What is iPod iPod is a line of portable media players created and marketed by...
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...Strategic Management Case plus Case Answer – Apple’s Profitable but Risky Strategy Case study Apple’s profitable but risky strategy When Apple’s Chief Executive – Steven Jobs – launched the Apple iPod in 2001 and the iPhone in 2007, he made a significant shift in the company’s strategy from the relatively safe market of innovative, premium-priced computers into the highly competitive markets of consumer electronics. This case explores this profitable but risky strategy. Note that this case explores in 2008 before Nokia had major problems with smartphones – see Case 9.2 and Case 15.1 for this later situation. Early beginnings To understand any company’s strategy, it is helpful to begin by looking back at its roots. Founded in 1976, Apple built its early reputation on innovative personal computers that were par-ticularly easy for customers to use and as a result were priced higher than those of competitors. The inspiration for this strategy came from a visit by the founders of the company – Steven Jobs and Steven Wozniack – to the Palo Alto research laboratories of the Xerox company in 1979. They observed that Xerox had developed an early version of a computer interface screen with the drop-down menus that are widely used today on all personal computers. Most computers in the late 1970s still used complicated technical interfaces for even simple tasks like typing – still called ‘word-processing’ at the time. Jobs and Wozniack took the concept back to Apple and developed their...
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...Case Study: iPod to IPad: innovation and entrepreneurship at Apple Q1)What are the market segments indentified by Apple and their relevance over the years? Apple identified four key segments within the market: -Business, -Creative Professionals, -Education , -High end cosumers In 2000, 75% of the sales were to the traditional business and professional markets. The first ipod was launched in 2001 later followed by a 10 GB version. In 2003, the ITunes Music Store opened. Access to music and downloads became easier. By 2009, the situation had reversed with 60% of sales in the consumer markets of education, students and the broader consumer market. The search for consumer product in 2001 was the cause of this dramatic turn around. Prior to the launch of Ipod, Apple wanted to enter the market for consumer digital devices. They found the market for Digital MP3 players was relatively under developed with no big players involved and significant design flaws in the products on offer. Apple chose music on the move since the market potential was huge and no one had got the right recipe. Price was no barrier to Apple. By tradition the company tended to follow a premium price entry model. They understood that the Key success factors in the market were design, size, capacity, battery life, software and download facility. Apple were looking for creative professionals to satisfy the above criteria and seized the opportunity to hire Fadell who had ideas for a brand new MP3...
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