Apple Marketing analysis - Research Paper Example

? Marketing analysis affiliation Marketing analysis The growth of Apple from a market competitor to a market leader is visible in the setting, operations and enterprise presentations by the organization. From these presentations, one is able to relate to the organization’s SWOT analysis. In this particular analysis, the paper will focus on the most significant presentations in Apple; the 2001 launching of the IPod and the 2010 launching of the I Pad. The launching of these two products was the most effective in providing an analysis for the growth of the company for the past ten years. Apple Music event (IPod), 2001 On 23rd October 2001, Steve Jobs came to do a usual product presentation for Apple wearing his casual outfit standing in front of a huge presentation screen (Jackson, 2001). The product to be presented in this case was unknown to the market. Steve Jobs had the responsibility of ensuring he captures the full attention of the target market. As a market competitor, the presentation was based on how to get the enterprise to sell in the selected target markets. Prior to this presentation, Jobs highlighted that they had conducted a good market analysis on the mp3 gadgets in the market (Jackson, 2001). This was done to prepare on how highlight the outstanding featured of the IPod different from other competitors. Additionally, Steve Jobs did not know the reaction of the market to the product so he had to maximize on the reception from this particular presentation. Before the launch of the IPod, Apple Company had a recording of fluctuating returns and profits due to the high competitiveness nature of the market (Jackson, 2001). This trend had to be changed by the next product the organization had to present in the market. Jobs were relying on his ability to create a good perception of the product during the presentation. Apart from creating a good presentation, the IPod had outstanding characteristics which no other competitor had created for the market. Regardless of the pricing of the IPod which was significantly higher than any other mp3 gadget in the market, the IPod was a great product which would give Apple a great competitive advantage over their competitors (Jackson, 2001). These facts made Steve Jobs exude confidence during his presentation. In his opening remarks, Steve Jobs uttered ‘listening to music will never be the same again’ (Jackson, 2001). From this statement, the audience was captured by the eagerness to know the outstanding features of the IPod. This was an auto communication strategy which aimed at creating an eager mood in the minds of the audience and the market. In auto communication, the relationship between the market and the organization is based on the effectiveness of the communication skills used when approaching the market (Lars, 1997). The communication approach in the IPod launch was effective as Steve Jobs laid down in understandable pieces the outstanding features of the IPod. He tried to win the market’s attention by creating outstanding remarks on the IPod from other mp3 gadgets. For instance, the ability of the IPod to transfer music albums faster than any other gadget in the market was effectively explained by Jobs. He said that the need to have faster music transfers is important: a normal mp3 player takes up to five hours to receive about 100 song from a PC but it only takes 5 minutes when using an IPod (Jackson, 2001). Jobs knew the community he had a responsibility of pleasing which in this case is the music generation which was growing at a greater rate. In this particular community, the mutuality in an effective music player was it was to be easy and faster to operate, must have a large holding capacity and able to auto sync with PCs (Jackson, 2001). These requirements were effectively highlighted during the presentation. During the presentation, Jobs also had the responsibility of ensuring he pleases the need of the five market forces which are mainly based on competitors (Porter, 1979). He knew that the IPod had outstanding features and comparing it to other mp3 players in the market would distinguish the IPod from the rest. Throughout the presentation, Jobs compared the IPod to other mp3 gadgets in the market which had no chance of matching the features developed from the IPod. From the presentation it was a clear observation that Apple was a market competitor since the presentation was mainly based on how the IPod was the best mp3 gadget as compared to other gadgets. Apple’s Special Event (IPad), 2010 In 2010, Apple had established itself at the helm of the competitors list in the electronics market (allaboutstevejobs, 2001). It has been listed as the most successful electronic line in regards to their sales and profits worldwide. This was to change the way in which the organization would carry out its presentation of the most significant product they ever produced, the IPad. The setting of the presentation was as usual with no online or live streaming and a casually dressed Steve Jobs and his assistants. At the commencement of the presentation, Jobs gave a highlight on the sales progress of the organization and appreciating the market for their support (allaboutstevejobs, 2001). This was an auto communication skills aimed at creating a bond with the audience before the launch of the new product (Lars, 1997). Additionally, the IPad was not yet released to the market which was a strategy used by Apple. The presentation could have been less significant if the market had access to the IPad. From this strategy the presentation had the opportunity to gain maximum attention from the audience as the CEO presented the numerous features of the IPad. In the presentation, Jobs commenced by explaining the creation motive behind coming up with the IPad. This was aimed at capturing the attention of the community of practice (Wenger, 2000). In this generation, the community had a mutual need of a gadget which was more than a music player, had direct access to the internet, and had a massive holding power, easier to operate, portable and easy to use as a PC. These were the motives behind the creation of the IPad (allaboutstevejobs, 2001). As a market leader, Apple had a responsibility of setting up a trend. No other competitor had come up with such a gadget which made it easier for jobs since there was no need for comparison with other competitors. Throughout the presentation, Jobs highlighted the fact all the features invented by Apple since its creation were incorporated in the IPad (allaboutstevejobs, 2001). The auto sync ability of the IPad created a significant marketing trend. Partnerships with giant organizations to create a revolutionary product are viewed by the consumer as appreciation of their needs. Additionally, this aims to give a significant competitive advantage over their competitors since they have to math this trend which in this case is a difficult task (Porter, 1979). From this presentation, one could easily note the fact that Apple is market leader since the presentation had lesser confrontations with competitors compared to the presentation ten years back. However, Steve Jobs could not let down the fact that Apple was setting a new trend in the electronics market and no competitor could match that. Apple was leading in terms of innovation of community based products and in terms of recording massive sales returns. The most outstanding fact about this particular presentation is the fact that the market analysis was effectively done so as to address as much as needs by the markets as possible (Porter, 1979). For instance, Jobs realized the need by the market to have visuals incorporated in the electronics gadgets rather than the PCs. For this reason, he fitted the IPad with video abilities like access to YouTube in high definition, ability to purchase and download movies and access TV shows (allaboutstevejobs, 2001). The presentation of this particular part was effectively done as Jobs played his favorite videos during the presentation. It was also a notable feature in the presentation the effective implementation of institutional change. In words by Bush (1987) institutional change creates a good feature on the ability of an organization to address the rising market trends and still remain a force to reckon with in the market. Apple did exactly that as it was clear in the 2010 presentation that the digital community in the market was effectively satisfied with the presented features of the IPad. References allaboutstevejobs. Apple Special Event (iPad), [January 27th. 2010) [ Video] Retrieved from youtube.com/watch?v=jj6q_z2Ni9M Bush, P. (1987). The Theory of Institutional Change. Journal of Economic Issues, 21 (3): 1075-116. Jackson, S. Apple Music Event (iPod), (October 23rd. 2001) [video] Retrieved from youtube.com/watch?v=Mc_FiHTITHE Lars, C. (1997). Marketing as auto?communication. Consumption Markets & Culture, 1(3):197-227 Porter, M. (1979). The structure within industries and companies' performance. Review of Economics and Statistics, 61 (2): 214-227. Wenger, E. (2000). Communities of Practice and Social Learning Systems. Organizational articles, 7(2): 225–246. Read More