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Marketing Strategy for Mobile Phone Company: Apple Inc - Case Study Example

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This report “Marketing Strategy for Mobile Phone Company: Apple Inc.” identifies a new product development concept for penetration into the United States market. It further describes why new product development is important for businesses, such as Apple, driven by competitive and consumer demands…
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Marketing Strategy for Mobile Phone Company: Apple Inc
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Download file to see previous pages Apple is attempting to seize more than its current 10 percent share of the technology market and requires further innovative products to capture consumer attention. Consumers have been awaiting the launch of the iPad and even placed advanced purchase orders prior to launch. Capitalizing on this current consumer trend toward embracing Apple products, and riding on the heels of current promotional strategy and buzz, this new product can add a better convenience feature to existing Apple (or other) technologies.
Because of the lack of predictability in many market segments today, “a faster, more innovative, more rigorous, meticulous, and flexible model is necessary” (advantage-dev.com, 2010, p.1). Apple has always benefitted from its innovations, however, in order to meet the corporate goal of increased market share in a very competitive environment, faster-to-market times are required. While the brand has a positive viewpoint from consumers, moving this product to market quickly would have significant brand and sales advantages.
Apple should consider using an experimental approach to new product development by using resources to develop a full-scale beta prototype prior to launch. This is a design experiment that involves full features for internal and external testing by customers and by technology support specialists at the business (npd-solutions.com, 2009). Because customer behavior is unpredictable in many technology markets and there is uncertainty (Corp, 2008), such a prototype would allow the product to be tested in a real-time consumer environment, using a focus group if possible, to recognize potential flaws or consumer opinion about the new design and technology. Features and benefits can be tested with a beta prototype.
Apple also has a functional business structure. This means that all divisions of the company are inter-linked to provide support and knowledge expertise. ...Download file to see next pages Read More
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