...shows the APPLE how to adjust the price of product, positioning market and targeting market when they use the concept of price-adjustment strategies, market positioning and market targeting. Firstly, APPLE adjusts the price based on the different versions of iPad. For example, the cost of 16G iPad mini is $369. The cost of 32G and 64G iPad are cost $479 and $589. In this case, APPLE used price-adjustment strategy that is segmented pricing. In the text book, it can be define as selling a product or service at two or more prices, where the difference in prices is not based on differences in costs (Kotler et al 2010 p.397). And APPLE also uses the discount pricing and allowances of price-adjustment strategy. For instance, customer can cost $429 to get a 16G iPad2 now. To compare with the text book, APPLE is following the market concept. But in the discount pricing and allowances part, APPLE’s doing is different with textbook. The textbook did not describe discount for old product. Secondly, APPLE made several products or different versions of iPad to satisfaction the different needs of customer. For example, some people are more like the iPad mini. Because of it can easily hold or read E-book. Others are more like iPad. And in the textbook, the definition of differentiated strategy is a market-coverage strategy in which a company decides to target several market segments and designs separate offers for each. This means APPLE use a differentiated marketing strategy. The advantage...
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...Apple, innovation and brand experience. Apple, a leader in trend and products design, has managed to associate its name with these qualities. His strategy was to achieve brand value with product design, innovation and "brand experience". That is why their success is based on the emotional bond with the customer, taking into account the product, environment, communication and behavior. The strategy is based on a coherent plan that unifies all communication channels, the positioning of the company (product, packaging, point of sale, advertising, promotional activities, customer service, etc..). Apple's positioning is clearly different, and this makes it one of the most admired and successful brands of the moment. Why Apple arouses such passion and thus causes the emergence of both apple-mania? The strategy is its limited advertising through commercials, but leaving it in the consumers' hands. They are the ones that are going to recommend to his friends, neighbor or his Twitter followers how amazing is the new device. Its corporate culture is defined by not disseminate any information to the media and even sometimes, they send messages contrary to reality to ensure this surprise factor commonly used to launch each of their products. The lack of transparency of the company until the launch date of the product, causes a large number of followers of the brand, while a large number of people show their opposition to it. The brand has been able to generate a family...
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...The Implementation of Effective Organisational Change: Apple Inc. Simon Karuku Freelancing Table of contents Introduction…………………………………………………………………………………..4 SWOT Analysis ……………………………………...…………………………………… 5 i) Internal environment: Strengths……………………………………………………………..5 Ii) Internal Analysis: Weakness………………………………………………………………..5 iii) External Environment: Opportunities……………………………………………………....6 iv) External Environment: Threats……………………………………………………………..6 PESTL Analysis………………………………………………………………………………...7 i) Political factor analysis……………………………………………………………..7 ii) Economic factor analysis……………………………………………………………8 iii) Social factor analysis………………………………………………………………...8 iv) Technological factor analysis………………………………………………………..9 v) Environmental factor analysis………………………………………………………..9 vi) Legal factor analysis…………………………………………………………………10 Strategies used by Apple…………………………………………………………………………10 i) Diversification…..……………………………………………………………………10 ii) Research and Development…………………………………………………………..11 1. Brand positioning strategy………………………………………………………12 2. Product positioning strategy……………………………………………………..13 3. Pricing strategy…………………………………………………………………..14 Key Principles of Change Management needed by an organization……………………………14 1. Effective leadership……………………………………………………………..15 2. Effective Management…………………………………………………………..15 3. Stakeholder, Ethics and Governance…………………………………………….16 References……………………………………………………………………………18 List...
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...[Course Title] [Instructor Name] [Date] Apple iPad Marketing Plan Executive Summary To survive in the global and competitive business environment, it is essential for a company’s to conduct extensive research so that they can develop a strong brand image from the initial stage as it leads to greater financial benefits for the company. The marketing plan of Apple’s iPad is the topic where an effective marketing strategy is developed to ensure its success in the global competitive market where major plays such as Sony, Compaq and Dell have a significant impact upon Apple’s strategies. Apple’s latest ipad is the revolutionary product which is a portable mini device used as a pc anywhere with its wide range of options and innovative design. Apple’s marketing strategy will be focusing upon the product design, brand positioning, price and promotion of iPad in the global market. This will be linked to the research and analysis of the environmental forces and SWOT analysis to understand the company’s position. Apple’s market strategy will be incorporated with the generic business strategy which is towards growth and maintaining a strong position in the market through its innovative products. Apple will use competitive marketing strategy for its iPad where two such strategies can be developed which are differentiation and Focus to make iPad a success in the global market. Marketing planning and strategies can become highly effective if Apple focuses upon its strategic human resource...
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...Apple’s iPad Nano is a product that consumers want to have. The iPad Nano will provide a tablet, which is easy to use, a smaller size and will allow greater convenience than the previous versions. The iPad Nano’s life cycle and factors are important to the iPad Nano. The positioning and differentiation strategies are tailored to the iPad Nano. Apple is known for its successful marketing campaigns. The iPad Nano’s pricing strategy will be competitive for luxury tablets. Attributes of iPad Nano Apple’s iPad Nano will not be the first tablet computer to reach the market, as Google, Amazon, and other companies have already entered. Building from the success of the iPad, Apple has sights on the iPad Nano exceeding expectations and generating a new revenue stream. Apple will make the iPad Nano available online, in Apple stores, and sold through partners such as Best Buy. The iPad Nano will offer most of the same features as the iPad, but at a cost-efficient price and at a time when saving money is important. The iPad Nano is a revolutionary device with its capabilities despite its small stature. The durable iPad Nano will be around six to seven inches and weigh less than one pound. The ultra-thin iPad Nano features a vivid 1024 by 768 resolution, LED touchscreen, and a long-lasting battery life that can fit perfectly in a pocket or handbag. Consumers will pick between two model types; Wi-Fi or Wi-Fi + Cellular. Consumers will also have options when selecting the storage capacity...
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...Marketing Plan Reda Bouizar Devry University Mktg522 Marketing Plan 1.0 Executive summary The purpose of this marketing plan is to introduce Apple into a new market that has the potential to make the company leading further in the high-tech industry. The proposed product is the iWatch, a smart watch that features Apple’s latest technology. This product will allow the company to penetrate the market of wearable technologies, which will weight 1.4 billion dollars by the year 2018. In fact the market demand is increasing steadily in regard of this new type of technologies. Companies such as Samsung and Google had introduced wearable devices such as the Galaxy Gear or the Google Glass in order to create a new way for consumers to interact with technology. The iWatch will satisfy a new demand that is estimate to five million shipments in the next year. (Ranck, 2012, p. 1). Using the Apple strengths such as advanced patents, strong brand equity and extensive distribution channels; the iWatch can be, like the iPod, a strong vector of development for the company. In fact, the marketing objective proposed by this plan is to become a leader on the wearable technologies market and ultimately sale three million units by the end of next year as a financial objective. This document will present the marketing mix that will allow Apple to reach those objectives. Elements like fashionable design, high quality and new technologies will permit the iWatch to...
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...1.0 Executive Summary Formally known as Apple Computer Inc., this company was founded April 1, 1976. In January of 2007, the word “Computer” was removed from its name to reflect on its shifted focus towards consumer electronics. Being the World’s Most Valuable Brand today Apple manufacturers a host of hardware products such as the iPhone, iPod, Mac, and as if that isn’t enough they offer quite a bit on the software side as well such as their iOS6 and services such as iTunes. The purpose of this Marketing Plan focuses on the iPad through implementing various marketing strategies and innovations to improve sales and increase its tablet market share. We have found these goals to be attainable through enhancing the iPad’s features. More specifically by making it Adobe Flash compatible, the addition of a USB port, along with an expandable memory slot. 2.0 Situation Analysis Apple’s mission is to be 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. Currently Apple holds the title of, “World’s most Valuable Brand.” It is evident that being committed to bringing the best personal computing experience to all its customers is paying off. Focusing on the company’s most recent addition to its products, the iPad; we would like to come up with new features to not only boost sales...
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...Marketing Strategy of Apple Computers Inc. Introduction Marketing Strategy of Apple Computers INC. Introduction Apple was founded by Steven Jobs and Stephen Wozniak in 1976; Apple computer Company revolutionized the personal computer industry and brought forward the expansion of the clean industry within the New West. Situated within California, the company’s initial product was the Apple I, a single-board processor with on-board storage (ROM), that was marketed for approximately $650 not including a monitor or keyboard. Orders instantly soared, and Jobs and Wozniak quickly brought out the Apple II, including a keyboard, color monitor, and expansions for peripheral devices (Birzer & Schweikart 2003). In 1984, Apple introduced the Macintosh that was aimed toward the business and education markets, by which era the corporate had already not only modified the American market but had reshaped entire areas of the West around silicon. In 1996, after a series of CEOs did not keep Apple profitable, Steve Jobs came back to the company for an interim period as corporate executive and shortly launched a brand new promoting and licensing relationship with Microsoft. In 2000 his direct sales idea, the Apple Store brought the business back into the black (Birzer & Schweikart 2003). In 1994 Apple computers launched a brand new line of computers that supported the PowerPC processor chip. The creation of the new chip was a venture between Apple Computers, IBM, and Motorola, and since the...
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...differentiate it from another. Branding is the visual influence of your company. Brand-building is enhancing brand’s equity directly and indirectly through marketing campaign and promotions respectively. Brand equity is the significance your business name has in the industry without accounting the profitability of the company (Vincent, 2012). Equity mean gives an edge, consideration, or autonomy to a company in comparison to another. Positioning is employing promotion to project differentiation in your business and its offering to targeted customers. Building and upholding a strong brand is a primary intention for successful organizations. A general talk with my friend Mark, the word Apple or iPhone is bound to come up whether in terms a discovery of a new exciting app in the App Store or just about the release of another “out of this world” product. This behavior is not because he’s a young tech savvy but because he adores this particularly brand and all its products. Apple is the leading technological firms in the world. It’s mainly involved in the manufacture of premium and innovative electronic products. Recent studies suggest the company enjoys the largest consumer or brand loyalty as compared to its competitors in consecutive years (Sutherland, 2012). Our conversation reveals that he has practically owned almost all products Apple has introduced the most recent being ditching his iPhone 5c for the latest model of iPhone 6. This can easily be termed as blind loyalty. But why does...
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...Consumer Analysis and Profile Insert Name Institution Instructor Date Consumer Analysis and Profile Introduction Apparently, marketing is one among the most important aspects of business success in the world today. The needs of the customer ought to be reflected in the product that is being marketed. Worth pointing out also is the actuality that the level of satisfaction that a person obtains from a product depends on the extent to which the product meets their needs. The mobile phone industry is one among the most competitive markets in the world today. The fierce war among the key players is manifested in the competition between Apple Inc and Samsung. This paper is a customer analysis and profile paper for the case of the iPhone. The Primary Target According to the most recent research, the average owner of an iPhone is a heavy browser, who accesses the internet on a daily basis, sending mails and carrying out various financial transactions on the internet. This will be the primary target for quite some time, especially now that the world is fast embracing technology and e-commerce. The primary target constitutes the people mainly aged between ages 20and 30 years (O'Grady, 2009). The most recent research, carried out in china, arguably the biggest iPhone market, indicates that the age bracket that constitutes the biggest portion of iPhone purchases is between 18 and 25 years. This age bracket is closely followed...
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...The strategy is one of the most important factors for the success of any organization or project. Without it, you cannot advance within your schedule; you cannot move from one stage to another as you draw on your map, it is simply the way that connects your thoughts and timeline with obvious and potential steps to finally reach your goals. The strategy reflects predefined plans to achieve a specific long-term goal in the light of available or achievable possibilities. Are plans or methods developed to achieve a specific long-term goal based on security planning and procedures in the use of available resources in the short term? The concept of strategy, in general, is a set of policies, methods, plans and approaches to achieve the objectives...
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...Marketing Plan Phase 3 Cynthia Marshall MKT/421 February 3, 2014 Shannon Peterson In Phase 3 of our marketing plan for Budweiser’s new Apple lite flavored beer, we will be discussing the attributes of our product of which we will be launching. Next, we will then describe the steps in which our new Apple lite flavored Beer will take as it begins its journey from the introductory stage, then in its growth stage, its maturity stage followed by its declining stage, as well as the factors that will affect our products movement through these stages and how our marketing efforts will be affected by the products life cycle. Then will we identify the positioning and differentiation strategies that will help market our product. Lastly we will describe what appropriate pricing strategy that we will need to get our new product sold in stores around the world. ATTRIBUTES Bud Light Apple Ale will be a traditionally brewed light beer with apple cider mixed and fermented. Bud Light Apple Ale will also be 5% alcohol by volume. Bud Light Apple Ale will be offered in 12-ounce bottles and cans. Bud Light Apple Ale will also be 150 calories per 12- ounce serving and gluten free. The bottles for Bud Light Apple Ale will be marked “Bud Light Apple Ale” in white letters, in the traditional area Bud Light marks their bottles. The label and entire bottle will be a solid dark red, with a green stripe up the middle of the bottle. This will distinguish the difference between this...
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...idea of premium price initiates with the very positioning strategy approached by the market players. People are willing to pay a premium price for your product if their perception is that of a market leader. If the company succeeds in positioning itself as a leader in the mind of the consumers, then the market is willing to pay that price. There are multiple examples in this cluster in various industries ranging from Hi-Tech, Media to Manufacturing, Automotive, CPG, etc. I previously shared the example of Samsonite, but I believe the most common one is APPLE – also intensively mentioned on the discussion board. Interestingly, APPLE is a company that never produced a mobile phone before. Still, with iPhone1 they succeeded to ‘destroy’ the leader of the market at that time – Nokia. Since then, at each and every new launch of an iPhone – the prices go up and so is the number of units sold + the turnover. Not to mention the queues. So, what Apple did was to induce in the mind of the consumers the idea of an innovation leader. The innovation came from something that no one had seen before, a phone with only one button. The marketing strategy addressed by Apple is of a market leader; each product is better than the previous one, but they never refer to competing products. The 2nd player on the market now – SAMSUNG – is just following and keeps comparing its products with the leaders. Obviously the chosen pricing strategy cannot be successful in isolation. A link between...
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...University of Balamand Marketing Assignment #1 Barbara El Rassi Brand 1: Johnnie Walker 1- Target Segmentation: Johnnie walker started out as a sole salesman in Scotland and proceeded to have his own family business. The current target market for Johnnie Walker is Upper-Middle classed men. Johnnie Walker has been focusing and producing red, blue, black, and gold label blended Scotch whisky. Johnnie walker uses psychological target segmentation to further identify its market. Using class, women and success as goals for the seduction of average whiskey consumers. 2- Positioning: A kick-start to Johnnie Walker's recent success stems from the decision to more clearly define its positioning target. The brand was one of the first alcoholic beverages to dig deep into customer insights resulting in its “Keep on Walking” campaign and a new direction for the brand. That direction was built around the idea that men continually face challenges in the journey of life and that the journey is as important as the destination. The initiative tapped into an emerging sense that success was not marked by status, but rather personal development. 3- Opinion: In my opinion, Johnnie walker is the most known brand regarding the whiskey industry. As for their marketing strategy, I believe it is really creative and innovative; it reaches to all the people as a motivation to keep on going. The prices are more than fair, since there are many different...
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...Strategic Positioning The way a company establishes or position in the mind of their customers and in the market is basically pure marketing, this is called positioning, and the different ways in which it is made is strategic position. Kotler and Armstrong says, “positioning is arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. Marketers plan positions that distinguish their products from competing brands and give them the greatest advantage in their target markets”(190). The strategic positioning goal is to achieve a competitive advantage by giving an ad value to the brand, the company and the product or service to differentiate from the others to be in the top of mind of their customers. To accomplish a good and effective positioning strategy you have to gather these three factors: the company, the brand and the product or service. Is true that you can only try manage a positioning strategy to one of these three due to the fact that the company and the brand is already in the top of mind of the consumers, but if they don’t is very important to gather this three. Before a company start developing their positioning strategy they have make several things. They have to make their self some questions like “what's your customer really buying from you? How's your product or service different from those of your competitors?, What makes your product or service unique?” (“Positioning”); consequently...
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