Apple Ipod device Case Composition

Marketing Management

2007

Apple iPod

Case Study

Table of contents

1ANSWER TO ISSUE 11

1 . 1HOW MIGHT YOU DEFINE INDUSTRY FOR THE APPLE IPOD TOUCH? WHICH ARE THE RELEVANT EXISTING AND FUTURE COMPETITORS? 1 2ANSWER TO QUERY 21

installment payments on your 1HOW WILL YOU DEFINE APPLE'S COMPETITIVE BENEFITS? 1

3ANSWER TO QUERY 32

a few. 1HOW ESSENTIAL IS CUSTOMER LOYALTY PERTAINING TO APPLE? a couple of

3. 2WOULD YOU RECOMMEND A STRICT EXIT TECHNIQUE FOR ITUNES, IF THE PROFIT EVERY TRACK OF twelve CENTS WILL GO DOWN TO ZERO EVEN BAD? JUSTIFY. two 4ANSWER TO QUESTION 43

4. 1DEVELOPMENT OF A PERCEPTUAL MAP3

four. 2WOULD YOU PREFER ADDITIONAL DATA? 4

5APPENDIX6

6REFERENCES9

Stand of Dining tables

Table one particular Marketing questionaire of lightweight Mp3 players ranked intended for importance3 Table 2 Report table for iPod in accordance to ‚Importance'6

Table of Figures

Determine 1 Perceptual map one particular: Price or Portability7

Figure 2 Perceptual map a couple of: Price versus battery endurance7

Figure a few Perceptual map 3: Cost vs . Particular file formats8 Figure some Price perseverance according to Van Westendorp8

1Answer to Question 1

1 . 1How would you establish the market to get the Apple iPod? Which are the relevant existing and long term competitors? The industry for MP3 players was relatively fresh in 2005. The initially iPod premiered by Apple in 2001, but there are several opponents in the market. Apple holds a market share to offer MP3 players by August 2004 of 66%, amassing 10 , 000, 000 MP3 players. Therefore Apple holds the lion's discuss of the industry for MP3 FORMAT players. With all the highest quarterly revenue within a decade and large revenue Apple is on the roll. The relevant existing competitors in 2004 are:

- Dell,

- Fiat,

- Virgin mobile Electronics and

- Korean.

Because of growing market anticipations, many further imitators will enter the market within the next time with more than 100 ipod device substitutes. Furthermore Microsoft is also aggressive advertising an alternative track format to Apple's AAC. At first sight:

The first impression with this case study demonstrates the ipod device story seems to be a great achievement for the Apple Company.

2Answer to Question 2

installment payments on your 1How might you define Apple's competitive benefits?

Apples' competitive advantage could be summarized in to an extraordinary promoting expertise, that make possible to provide an unique encounter to a community of enthusiastic customers. We could divide the sources of Apple's competitive edge in two groups: Company-related

•Highly known brand associated with a trendy and innovative image •High customer commitment

•Innovation and very top quality of products

•Good distribution channels (Internet, personal retail stores in several countries, circulation partner) iPod-related

•Product features (outstanding quality and ease of use, low weight, cutting edge design, compatibility with Glass windows format) •Iconic status

•Accepted Pricing (Premium) by dedicated customers

•iTunes on-line music exchange web page

3Answer to Query 3

several. 1How crucial is buyer loyalty intended for Apple?

Consumer loyalty can be indispensable for just about any company, but it really is a specifically sensitive concern for Apple. Apple's early evangelistic marketing path made much more when compared to a product, this formed a life-style approach to creativity and technology. This product way of living approach delivers not only easy to use and actually attractive products, but focuses on persons who have identify themselves as specific thinkers or perhaps revolutionaries. This kind of image created an exceptionally strong Apple manufacturer and community, leading many journalists to dub Apple product users as " fanatics”. The fanatical involvement of also non-traditional Apple users inside the context of customer dedication can be well illustrated inside the battle with Genuine Networks web store for an open market. Real Networks, a competitor to Apple's online iTunes retail outlet, cracked the fair play code that prevents iPod users by downloading in competing on the web music retailers. The reaction by iPod users...

References: Wikipedia, " Apple., ” http://en.wikipedia.org/wiki/Apple_Inc

CNET, " Real gets flamed above iPod marketing campaign, ” CNET Networks Inc., http://news.com.com/Real+gets+flamed+over+iPod+campaign/2100-1041_3-5314753.html

American Customer Satisfaction Index 2006: Personal Computers, Natonal Quality Research Middle at Ross School of Business, School of Michigan, http://www.theacsi.org/index.php?option=com_content&task=view&id=147&Itemid=155&i=Personal+Computers

Rex Crum, " Apple earnings rises 78%; iPod sales reach 21 years old million, ” MarketWatch, Inc., http://www.marketwatch.com/news/story/apple-profit-rises-78-ipod/story.aspx?guid=%7BCCF6CF6B%2DD2C6%2D435B%2DA5B2%2DE6D92872F777%7D

Esten Silverthorne, " Where really does Apple move from Here?, ” Harvard Organization School Functioning Knowledge, http://hbswk.hbs.edu/item/3877.html

Tim Bajarin, " Apple TV: For what reason it Things, ” LAPTOP OR COMPUTER Magazine, Ziff Davis Creating Holdings Incorporation., http://www.pcmag.com/article2/0,1895,2097871,00.asp

Diller, H.: Promoting News dieser wissenschaftlichen Gesellschaft für Innovatives Marketing at the. V., Univ. Erlangen-Nürnberg, Version 1/2005, März 2005, Nr. 44

Wübker, Georg: Electrical power Pricing: Methoden der Preisfindung, Universität Frankfurt, 31. 5. 2006

Sattler, H. /Nitschke, T.: Ein empirischer Vergleich von Instrumenten zur Hugel von Zahlungs-bereitschaften, in: Zeitschrift fГјr betriebswirtschaftliche Forschung (ZfbF), 55. Jg., Juni the year 2003, S. 364-381

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