Globalization has posed a major challenge to organizations to manage international business. Technological advancement has pervaded every field and marketing of high-technology products has become a specialized activity…
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Globalization has posed a major challenge to organizations to manage international business. Technological advancement has pervaded every field and marketing of high-technology products has become a specialized activity. The global economy is driven by technological innovation as the scope of high-technology applications is no longer limited to computers. The high-tech industries are characterized by a high degree of uncertainty as far as the markets, technology and competition which makes the traditional marketing tools unsuitable for these products. Apple Inc. features among the top 50 companies in Business Week in 2006. This is an Independent Research paper (IRP) with the objective of evaluating the marketing strategy and the key success factors (KSF) adopted by Apple Inc. when they were virtually on the verge of closure.
Literature review of the existing marketing theories and principles was carried out and the framework for the IRP determined. This IRP is totally based on secondary data collected through academic journals and reputed websites through reputed search engines. The study concludes that the marketing strategy of Apple is based on several factors. They focus on continuous product enhancement and they anticipate and incorporate the customer needs of which even the customers may not be aware of. Over the years they have build a brand image and today they enjoy high brand equity on which they thrive. They have several channels to reach their products to their customers and have been able to build a community of Apple users. Long-range vision of the CEO contributes to its KSFs apart from the brand loyalty and the value they create for the customer. The key success factors of Apple include the long-range vision of the CEO, the brand loyalty, the value they create for the customer and the excellent customer experience they provide at their stores. The study concludes with recommendations for further research. Table of Contents 1. Introduction 1.1 Background 1 1.2 Rationale for research 2 1.3 Organization of the study 3 2. Literature Review 5 2.1 Marketing strategy 2.1.1 Introduction 5 2.1.2 Product positioning/branding 6 2.1.3 Niche marketing 7 2.1.4 Customer engagement behavior 8 2.2 Theoretical perspectives 2.2.1 Competitive strategy 9 2.2.2 Key Success factors (KSF) 9 2.3 Overview of the computer industry 10 2.4 Overview of Apple Inc 10 3. Research Methodology 12 3.1 Purpose of the research and phenomenon 12 3.2 Research Philosophy 12 3.3 Research Strategy – justification for the chosen method 13 3.4 Data collection 14 3.5 Data Analysis 14 3.6 Limitations of the study 14 4. Findings 4.1 Introduction 16 4.2 Apple’s strategy 4.2.1 Product differentiation strategy 16 4.2.2 Advertising strategy 16 4.2.3 Brand Value 17 4.2.4 Distribution channels 20 4.3 Apple’s KSFs 4.3.1 Apple customer experience 22 4.3.2 Long-range vision 22 4.3.3 Creating value for the customers 22 4.3.4 Technological paradigm 23 4.4 Strategies of competitors 23 5. Discussion on findings 27 5. Conclusion and Recommendation 5.1 Conclusion 31 5.2 Learning outcome 32 5.3 Recommendations 32 References 33 1. Introduction 1.1 Background Globalization has posed a major challenge to organizations to manage international business. This requires organizations to have skills, efforts and resources in terms of manpower, financial resources and the capability to handle issues that may arise during the course of international operations. Globalization has led to unlimited competition across nations, cultures and organizations (Faria & Guedes, 2005). Technological advancement has pervaded every field and marketing of high-technology products has become a specialized activity. These require an effective marketing strategy, an understanding of international management of business and knowledge of managing across different cultures. The global economy is driven by technological innovation as the scope of high-technology
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This proposal also encompasses the ethical statements that will be followed in the research, along with a Gantt chart which specifies the research methods and time frame. It is very important to study the market segmentation of Apple because they have a wide variety of products.
and Privacy 28 Instrumentation in Data Collection 28 Validity and Reliability 30 Data Analysis and Presentation 30 CHAPTER 4 FINDINGS 31 O2’s Branding Strategy 31 Aims/Goals of O2’s Branding and Marketing Strategy 32 Priority Goals/Aims of O2’s Branding and Marketing Strategies 32 The Level of Achievement of O2’s Branding and Marketing Goals/Aims 33 Effectiveness of O2 Brand 33 Dimensions of Effective Marketing Strategy 34 Impact of O2’s Branding and Marketing Strategy on the Market 35 Impact of O2’s Branding and Marketing Strategy on Corporate Performance 36 CHAPTER 5: INTERPRETATION, CONCLUSIONS AND RECOMMENDATIONS 37 INTERPRETATION AND CONCLUSIONS 38 Goals of Branding and Mark
lection 26 Sampling Design Process 27 Questionnaire Construction 29 Findings & Analysis 30 Secondary Research 30 Primary Research 33 Demographic 33 Behavioural 36 Discussions 44 Conclusions 48 Recommendations 49 References 51 Introduction The Smartphone Industry owing to its innovative qualities and attributes in comparison to normal mobile phones has gained a large amount of acceptance in the global cellular market.
This sector is characterized by high degree of uncertainty in terms of competition, technology and the markets. Therefore, the traditional marketing tools are no more applicable as consumer needs and demands are ever-changing. Apple is the largest publicly traded in the world by market capitalization, but it had suffered a setback in the early 1990s.
5 1.2 . Research Contexts, Scope and Limitations ……………………… 6 1.3. Statement of Research aims and objectives ………………………. 7 1.4. Structure of the dissertation ………………………………………. 8 Chapter 2 - APPLE INC: MARKET OVERVIEW.
However, their study was subject to certain limitations. Hypotheses development Apple Inc. Characteristics: Mark From a buyer viewpoint the first component to referee the status of Report Apple labelled Inc. significant influence on buyer alternative has furthermore been established in the indicating and the publications on buyer behaviour.
15 Financial Market and Economy Related Risks 18 Risks of political, legal as well as regulatory nature 19 Overview of the global auto market 21 Comparison of Toyota with other automobile manufacturers 22 Toyota versus GM 22 Toyota versus Volkswagen 23 Toyota versus Honda 25 Research Question 26 Research Methodology 26 Overview 26 Sampling Design Process 29 Target populations 29 Sampling frame 29 Sampling Technique 29 Sample size 30 Sampling process Execution 30 Designing the Questionnaire 30 Findings 31 Analysis of the findings 44 Conclusion and Recommendations 46 Reference 49 Introduction The world of the 21st century is moving at a fast pace.
Its design and development of personal electronic devices that have radically transformed the way people worked, thought, and communicated, within a phenomenally rapid span of time. Much of the credit has been justly credited to the personal vision and perseverance of CEO Steve Jobs.
With fierce competition all over the globe and increase in globalization and its effects, marketers have turned sports sponsorship activities into large scale marketing campaigns. The broad aim of this research work is to determine the significance of sports sponsorship for Nike as part of its marketing strategy.
Gaining competitive advantage in a modern business world is an important factor of gaining financial results of operations anticipated which are a difficult task as there emerge more and more participants in the industry. Companies thus undermine new approaches to keep the sustainable position or getting the competitive advantage on the market.
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