...the launch of the Macintosh, Steve Jobs was forced out of the company. He later returned in 1997 to rescue Apple from its stagnant and unimpressive performance of the early 1990s. Jobs’ vision for Apple began to take shape in 1998 with the unveiling of the iMac, which returned the company to profitable status by the end of the decade. In the 2000s Apple unleashed a volley of game changing products, starting with the iPod and continued with the iPhone and iPad. These innovations solidified Apple’s status as the world’s foremost technology company and cultural icon. Apple’s horizontal and vertical integration between all of its devices, software, hardware, and operating system give it a unique competitive advantage in the fast changing world of technology. Steve Jobs stepped down from Apple in August 2011 while he was battling cancer. He passed away in October of the same year. Apple thrived under his leadership and his death left a void that is not easily reconciled. Jobs was a visionary leader who brought Apple back from stagnation and built it into the world’s most valuable company. Although Apple has had some missteps without Jobs at the helm, it seems to be poised to face the future with the same gritty, innovative spirit that it is known for. MARKET POSITION 561.70 +0.79 (0.14%) Nov 21 - Close NASDAQ real-time data - Disclaimer Currency in USD GLOBAL MARKET SHARE – 2012, Q2 16.9% - Global smartphone market share 11.4% - Global computer market...
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...Question 1 (This question provides evidence for grading criterion 1.1) Give detail of the various elements of the marketing process. Answer 1: The very first thing that must be done regarding any new marketing endeavor is to perform a Marketing Audit, in order to obtain clear understanding of the current position of the business and what needs to be done in order to achieve certain marketing objectives. A Marketing Audit can be done effectively using the following steps, we will be applying these steps to our given scenario; The umbrella factory, and since no name was given in the scenario, we shall name it: Rain&Sun. 'R&S' for short. • Assemble an overview of R&S: We already know that R&S is a newly-found company, therefore no marketing actions were taken before reaching out to Global Marketing LTD, this allows us to innovate new marketing campaigns in a fresh way totally controlled by Global Marketing LTD. We also know the production capacity of R&S, 200 umbrellas/day current, 700 umbrellas/day maximum. We are aware that the umbrellas can be manufactured in any color or design, which is very important to produce visually attractive product. • Describe the marketing goals and objectives of R&S: These objectives must be set in accordance with the vision and objectives of the management team at R&S, in our given scenario, R&S aims to have a sizeable piece of the market within one year, another way of stating the parameters of success is to achieve a sales rate of...
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