Life Cycle Management Analysis
Samantha Puckett
Axia College of University of Phoenix

Solid marketing strategies are the essential key for many successful businesses. Organizations must organize a marketing department that is responsible for developing the best marketing plan that will advertise their new products in order to inform consumers of their product in the initial introductory phase of selling the product. After consumers are aware of the product, positive word-of-mouth marketing can make boost the product sales. Apple, Inc. designed and marketed today’s most popular portable media player known as an iPod. These MP3 players are devices that allow consumers to shop on a jukebox type website created for iPod users known as iTunes that enables consumers to purchase, download, listen, and watch as they play music, games, videos, and store pictures on their devices. In today’s society, when mentioning MP3 players during a conversation, the first thing that would come to most people’s mind would be an iPod.
The introduction stage of promoting the iPod; however, was evidently proven to be unsuccessful. Apple Computer, which is currently known as Apple, Inc., initially set out to revolutionize digital music with the iPod. The company focused on developing a device that was fashionable for all ages as well as men, women, boys, and girls. They did not consider the price of the product, but rather they focused on the quality with better options to their devices as opposed to the competition. These devices are loaded with technology before it is time as consumers were still getting used to using the internet in homes. In addition, high speed internet was not yet available to many homes throughout the nation as iTunes is compatible software necessary for the iPod. The iPod debuted in October of 2001, with sales between 100-200 thousand units per quarter between 2001 and 2004, very far from today's 10-20 million units per quarter. The iPod sales were not even covering the product research and development costs. (Vertygo Team, 2007-2009)
During the growth stages of the iPod, Apple, Inc. continued to bring the most innovative technology through the MP3 player. The company continued to maintain the quality and style of the iPod by including features with advanced software, and top notch performance. Its user friendly interface and customer service continued to attract repeat customers. David Taber, a marketing consultant, said “While everyone else was making an MP3 player that was better/cheaper/faster, Apple was making electronic jewelry that also played MP3’s. Never focusing on price, they brought to market more value, more style, and new ways of interacting with digital media.”
Apple, Inc. continues to provide consumers in the maturity stage of marketing, with an iPod that is of the most stylish design, various colors to choose from, and has endured very miniscule changes to its appearance, keeping the iPod a recognizable device to anyone who has seen them. With nearly 100 million sold, iPod’s mass success and dominance in the market, set the pace for the success of iTunes (the software that integrates with the iPod) to become an extremely popular piece of music software. ITunes has assisted many users as it manages their music collections, allows them to purchase virtually any type of music, and even transfer it to their iPod as well. (Weisbein, 2008)
With nearly a decade running of the success of the iPod, and a new innovative introduction to a successful counterpart the iPhone, sales of the Apple, Inc. products are not expected to decline in the near future. Apple, Inc. has always been able to stay ahead of the competitors with their up-to-date, high technology hardware, software, and continues to introduce new applications that maintains the interest of the loyal consumers, and attracts the interested new consumers. They have also teamed up with MySpace, and Face book, cell phone vendors, rock bands, and radio broadcasters, to name a few, as they continue to promote the popularity of the iPod.
Apple, Inc. has developed a product that has captured the world with the convenience of having ones favorite music available to listen at virtually any given time or place. There are devices and adapters available for purchase separately to allow iPod users to have access to their downloaded material from their own home, office, in the park, or even through their cars.
Each stage of the marketing plan thus far for the Apple iPod have proven to ultimately be successful after tweaking the initial introduction stage. Apple, Inc. continues to include the most innovative, high-tech technology in their devices and the technology lovers will continue to be loyal and trusting to Apple, Inc. Managers should continue to evaluate the consumer reports that continue to be posted in various blogs in regard to their products. Comments, including compliments and complaints prove to be a powerful tool when maintaining consumer satisfaction as it will provide suggestions to the product that offer continuous improvement.

REFERENCES
Taber, D., (2007) The Taber Report on IPod Marketing. The Taber Report. Retrieved August 30, 2009 from http://www.taberconsulting.com/download/dtr-35.htm
Vertygo Team. (2007-2009) Analysis. Apple Marketing Strategy. Retrieved August 30, 2009 from http://www.vertygoteam.com/apple_marketing_strategy.php
Weisbein, J., (2008) The iPod success: Thank the marketing department. Besttechie Holdings Inc. website. Retrieved August 30, 2009 from http://www.besttechie.net/2008/03/01/the-ipod-success-thank-the-marketing-department/