...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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...Introduction 1.1 The background of iPod The iPod was innovated by Tony Fadell, a former employee of General Magic and Phillips. Fadell wanted to bring a player by using small hard-drive player that can be link to a delivery system where users can obtain or download music legally (Hormby and Knight. 2005). In October 2001, Apple announced their first strike into the digital music market by announcing the iPod. The iPod was a hard disk based digital music where when compare to the portable tape decks, it was smaller. The iPod could compete with both the flash-based player and hard disk based player. Apple was able to make the iPod smaller by using a 1.8" hard disk. Apple believed that the iPod represented the perfect combination between both size and storage capacity. Beside size and capacity, iPod also had impressive industrial design where it has been missing from the other hard disk players in the market. Apple also believed that the iPod is such a potential product because if Apple misjudged the market, the iPod might be another G4 Cube in its hands. It turned out to be that Apple judged the market very well and the iPod has sold better then anyone had ever expected (iPod n.d.). 2.0 Market Segmentation 2.1 Demographic Segmentation The demographic segmentation is based on the United States of America market by age, gender, income and ethnic background. In a report by Pew Internet and American Life Project, twenty-two millions of adults owning iPod, thirteen percent of men own...
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...APPLE CASE STUDY REPORT: APPLE COMPUTER 2006 HISTORICALLY REVIEW OF APPLE’S MAJOR COMPETITIVE ADVANTAGES Since founded, Apple aimed at providing customers with special premium products. Even though Steve Jobs made it Apple’s mission to bring an easy-to-use computer to every man, woman, and child, in the development of Apple, this brand is more and more focusing on a certain group of customers. Under Porter’s position theory, Apple could be categorized into “differentiation” and “focus”. Despite of some efforts to cover low price market, Apple could hardly be regarded as cost leader during its 30 years history. Apple’s major competitive advantages could be summarized by following aspects: DIFFERENTIATION: EASE OF USE As early as 1978, Apple launched the Apple II, a relatively simple machine that people could use straight out of the box. The Apple II set in motion a computing revolution that drove the PC industry to $1 billion in annual sales in less than three years. The ease of use property of Apple products help Apple develop fast from a newly founded company to the industry leader in less than five years. It was also mentioned that of retail customers who bought a Mac, 50% had switched from using a Windows machine. That could illustrate the ease of use of Apple in the way that despite of the switching cost, there is no huge technical barrier that prevents customers turning to Apple products even though they may be used to Windows products previously. DIFFERENTIATION:...
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...beyond our wildest dreams” That is a direct quote from Steve Jobs and what his main mission was in life to better technology for the everyday person. I want to write on Steve Jobs, he is the creator and founder of Apple industries. He has made countless advancements technology in his life. When anybody thinks of Steve Jobs they think of iPods, iPads, Mac computers, and everything in between. I think he is an inspiration for a lot of people with a dream, hard work and determination. But there is more to Steve Jobs than most people know. He represents an era for the simple fact that every innovator in the business follows Steve Jobs footsteps. He has started a revolution in the music industry with his mp3 players with his iPod. Every single teenager has an iPod with exclusive material that others can’t have. And Steve Jobs has provided that for them. I have found numerous biographies about Steve and his inventions in the library. And I have found some that were even about his company apple. When I searched him through databases even more resources popped up. It seems like I’ll have a good balance of sources for this project making it easier for me to write six pages about one person. I will be focusing on his biography however, it seems to contain more about his Iconicity rather his achievements. iCon : Steve Jobs, the greatest second act in the history of business / Jeffrey S. Young, William L. Simon. – This is his main biography that focuses...
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...1) Historically, what were Apple’s major competitive advantages? * Apple came back with their differentiation strategy. It was supported by a strong promotion campaign, with the goal of to ‘differentiate the Macintosh amid intense competition in the PC industry. Therefore Apple has always been a very innovative manufacturer and for a long time tried to produce a unique product which is easy to use. Apple’s competitive advantages are its control of software and hardware, marketing, digital asset management, retail strategy, product differentiation and Steve Job’s strategically decisions. Decisions such as switching to Intel processor resulted not only reduced power use & design ease but also made Macs able to run windows on it. Apple retails concept implements direct selling, creates first hand experience to customers, customer education, after sales service etc. With these advantages Apple built a barrier to five forces that shapes industry competition. * 2) Analyze the structure of the personal computer industry over the last 10 years. How have the dynamics of the PC industry changed? The shakeout of the decade-old personal computer industry came earlier than expected. Starting in 1990, a PC price war started to brew. Various companies began to cut prices on their existing product lines and at the same time rolled out lower-priced PC models. At the beginning of the 1990s the structure of the personal computer industry changed dramatically after...
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...1.Title of project The role that marketing playing in big company.(Apple) 2.Statement of purpose In this project, I want to probe into the relation ships between an enterprise and marketing. And how marketing guide the company to make the right business strategies. In the research paper, I’m going to analysis the processes of Apple develops and releases the first Generation of iPod and iPhone. Moreover, I’m going to discuss why the business strategies that apple were using were right, by analyzing them with marketing knowledge(to be more specific, the four marketing mixes). I’ll try to guide the topic to prove the importances of marketing, as well as how it lead an enterprise to compete with it’s competitor. 3.Background In modern society, there are so many company trying to compete with each other by being more creative. Such as the “battle” between Apple and Samsung, and many other tech companies. Apple did really well in its market and I’m happened to be a huge Apple fan. Also, after Apple eroded a large number of the market share of Microsoft, the Surface Tablet still accomplished the great achievements. They were adept in using the marketing mix, which is consist of product, price, place and promotion. It’s interested to discuss and I can even predict the future marketing tendency a little bit. 4.Significance Firstly, I’m extremely interested in marketing and that was the reason I chose it to be my major. Secondly, I’m hoping to participant a job which is related to marketing...
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...1.Title of project The role that marketing playing in big company.(Apple) 2.Statement of purpose In this project, I want to probe into the relation ships between an enterprise and marketing. And how marketing guide the company to make the right business strategies. In the research paper, I’m going to analysis the processes of Apple develops and releases the first Generation of iPod and iPhone. Moreover, I’m going to discuss why the business strategies that apple were using were right, by analyzing them with marketing knowledge(to be more specific, the four marketing mixes). I’ll try to guide the topic to prove the importances of marketing, as well as how it lead an enterprise to compete with it’s competitor. 3.Background In modern society, there are so many company trying to compete with each other by being more creative. Such as the “battle” between Apple and Samsung, and many other tech companies. Apple did really well in its market and I’m happened to be a huge Apple fan. Also, after Apple eroded a large number of the market share of Microsoft, the Surface Tablet still accomplished the great achievements. They were adept in using the marketing mix, which is consist of product, price, place and promotion. It’s interested to discuss and I can even predict the future marketing tendency a little bit. 4.Significance Firstly, I’m extremely interested in marketing and that was the reason I chose it to be my major. Secondly, I’m hoping to participant a job which is related to marketing...
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...Hayes, Frankie Lau Thursday, May 31, 2006 Apple Computer Inc. is an American computer technology company. It leads the industry in innovation with its award-winning desktop and notebook computers, OS X operating system, iLife and its range of professional applications. Apple also spearheads the digital music revolution with its iPod portable music players and iTunes online music store. Apple played a major role in the introduction of the personal computer in the 1970s, which eventually kicked off the personal computer revolution. It’s first big hit, the Apple II, was introduced in 1977 and was a very popular with home consumers. Being the innovator that Apple is, it introduced the first graphical user interface (GUI) to the commercial personal computer. This technology is used on all of today’s major computer operating systems such as Windows XP as well as Unix-like systems. Since then, the company has revolutionized the way people and computer companies think about aesthetic design of computers and consumer electronics alike as well as the security and operability of the operating system. In addition, Apple’s unmatchable success with it’s iPod mp3 player and revolutionary iTunes music store has left many companies struggling to keep up with the new wave of giving consumers the simplicity they desire in technology. The recent announcement along with the release of new Apple computers using the Intel processor, rather than the faithful IBM PowerPc processor, has allowed...
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...Apple Inc. Management project Apple Inc. has stakes in several areas of technology including PCs, tablets, cell phones, portable media devices, and digital music distribution. There are threats from each area that Apple has to constantly monitor and overcome. Apple uses its own OS and on its own hardware which has both advantages and disadvantages. Since Apple has more control using this method their products are high-quality or sometimes referred to as premium. However there is less room for customization and the consequences can be seen on several of their product lines. One example is in the wireless market, where new cell phones are being released frequently. Apple has the iPhone and the iOS which are only updated once a year. Meanwhile there is another highly popular OS called Android and is developed by Google and given away for free. Several cell phone manufactures then create phones and use the Android OS which can be customized by the manufacture or simply left the way it is. With different manufactures, Android based phones are released more frequently and have different features which give consumers a variety of options. Features that are a direct threat to the iPhone include increased screen size, removable storage, and more options for customization. The latest iPhones always start at $199 USD with a 2-year contract and a similar Android phone is about the same. One major issue is the fact that the $199 version has 16GB of storage and for more storage (32GB)...
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...Strategic Management Strategic Inputs: Firm History: Apple Inc. operates in the U.S. the company designs and manufactures computer electronics, computer software and personal computers. Which include Macintosh computers, iPod, iPhones, iPads, and Mac OS X operating system among many other products. The company was established in 1976 in California. The company changed its name from Apple computer Inc. in 2007 to Apple Inc. to reflect the growth and expansion undergone by the company in the electronics industry. Steve Jobs and Steve Woaniak founded Apple. Key dates 1985: John Sculley Ceo 1997: Steve Jobs takes over CEO till his death in 2011, 1998: all in one mac 2002: Ipod, 2007: IPhone, 2010:Ipad. Apple Inc. was named by fortune magazine as the most admired company in the U.S. Apple’s Mission: Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and internet offerings. Performance analysis: As of April, 2010 Apple announced its revenue to be around 13.5 billion dollars, with the current stock price of around 600 dollars. Apple holds over 40 billion in cash reserves. In 2010 there current ratio was around 1.8(current assets/current liabilities), debt to equity ratio of .8(Total liabilities/shareholders equity), efficiency ratio of almost 3(net credit sales/avg. accounts receivable). For the last few years Apples revenue and profitability...
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...| Apple Inc. | Integrated Marketing | | Integrated Marketing By Apple Inc. | | Arjit | 9/2/2011 | | Contents About Apple 1 Product Portfolio 2 Apple Marketing Strategy 2 Presentations 2 Brand Strategy 3 The Apple Brand Personality 3 The Apple Customer Experience 3 Brand Loyalty 3 Effective Advertisement 3 Apple PR strategy 3 Apple Communication Strategy 4 Apple Communications. 5 iPod Marketing Strategy 5 The iPod Launch in 2001. An Absolute Flop 5 Who Invented the iPod? 5 The iPod. The Merits of Apple. 6 iPhone Marketing Strategy. 6 iPad Strategy 7 The Evolution of Apple Ads 8 1970s 9 1980s 9 1990s 10 2000-Present 15 About Apple Apple Inc. is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The company's best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. Apple software includes the Mac OS X operating system; the iTunes media browser; the iLife suite of multimedia and creativity software; the iWork suite of productivity software; Aperture, a professional photography package; Final Cut Studio, a suite of professional audio and film-industry software products; Logic Studio, a suite of music production tools; the Safari web browser; and iOS, a mobile operating system. As of October 2010, the company operates 317 retail stores in ten countries, and an online store where hardware...
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...October 2011 The IPods Impact on Society “Design is not just what it looks and feels like. Design is how it works.” (Issacson). This is a famous quote by Steve Jobs. The project was a secret. Other then Steve Jobs and a few other apple executives nobody knew what it was. The code name was P-68 (Knopper). The IPod was introduced to the public in 2001. At first, it was only compatible with Mac computers, but two years later, the iPod could be used with any type of computer. This caused sales to skyrocket! Steve Jobs worked with apple inc. to come up with the IPod. Although Apple was not the first to come up with the idea of an mp3 player, no other mp3 player has ever been as big of a hit. Sony and a few other companies had come up with digital music players a few years prior, but their versions were more expensive and could not hold nearly the amount of songs as the IPod could. The IPod was the first mp3 player to really succeed because people loved the idea. Not only was the IPod a convenient way to store music, It was a social and fashion statement. The IPod changed everything about society. Think about how technology, fashion, and the Internet have changed since the IPod. The ads were genius, making the Garrett 2 IPod an irresistible necessity. Marketing caused the IPod to be “cool” and every one wanted one. The IPod has changed society in more ways then anyone could have imagined, but not all of the changes are positive. The invention of the IPod has led to advances...
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...Apple Strategic Analysis Apple was founded in 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne. Starting off as Apple Computers, Apple Inc. became the top designer for consumer electronics, computer software, and personal computers. Their flagship devices include the Mac line of computers, the iPod music player, iPhone smartphone and the iPad tablet computer. They have also created the OS X and iOS operating systems, the iTunes media portal, Safari web browser, and the creativity and production suites iLife and iWork. With all of these solid, well-engineered ideas, Apple has established itself as the leader in the electronics world by creating simple, powerful, and high-quality technological solutions for consumers. On September 18, 2012, Apple stock broke through long-standing resistance levels of $680.0 and hit a new high of $702.33 per share. In order to reinforce Apple’s position as market leader in the consumer electronics industry, Steve Jobs and team designed the powerful iPhone 4S in 2011, causing the stock price’s upwards trend in anticipation for the iPhone 5, setting the stage for achieving the milestone. However, things started to take a turn for the worse last year, after the release of the iPhone 5, leaving consumers terribly disappointed by the quality and lack of innovation of the new model. Many blamed it on the death of Steve Jobs in October the year before, as he was the pedantic mastermind behind Apple, at times an almost obsessive micro-manager whose...
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...Task You will write a report on three different campaigns that have used all or some integrated marketing communication (IMC) tools to achieve communications objectives such as awareness, image building, direct response and consumer engagement. A campaign has several executions under the same theme, so look for IMC campaigns where the same creative idea has been communicated across all or some IMC tools and media. Report 2500 words Your report, with correct referencing has to cover the following elements: a. introduce the three different IMC campaigns briefly b. explain why you chose the three IMC campaigns c. Describe each campaign to cover its target audience, communication objectives (speculate if you need to if these are not described in your research resources), its campaign idea, and how all or some IMC tools were used to convey the idea. d. Include also how the three IMC campaigns had generated news media coverage and/or social media communication e. Analyse similarities and differences of the three IMC campaigns f. Conclude on your favourite IMC campaign and reasons g. Suggest integrated marketing communications tips for marketers based on your analysis of the three IMC campaigns individual reflection (500 words) include in your report at the end a reflection on these questions: 1. what were the 'high' and 'low' moments of self-directed learning during the research and writing process, especially since part of self-directed...
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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...
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