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Essay / Research Paper Abstract
This 3 page paper looks at the way that Apple markets itself, considering iMacs as well as iPods and iTunes. The paper is written as bullet points and is suitable for use preparing a presentation. The bibliography cites 2 sources. The bibliography cites 2 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEapplemark.rtf
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Unformatted sample text from the term paper:
everyone. * The company was run and marketed with the use of an entrepreneurial style, which was innovative and led to the companys first mover advantage. * The advantage
lasted several years while there was no effective competition but when IBM and Microsoft competed the company lost ground rapidly. 2. Differentiation * Knocked into second place Apple
had to find a new way to market the goods in order to compete effectively. * The scale of sales meant that cost advantage was not possible so the
company looked to its advantages * Graphics software and control over the supply chain was in demand. * Identified target market of high end users, including businesses and education that
wanted quality goods and were happy to pay a premium for it. 4. The iPod * Sales were sluggish, but the development of the iPod could be seen as giving
the company the chance to turnaround. * Return to innovations but more mature model of marketing * Use of lifestyle marketing, selling the idea of the music and the
facilities of the iPod rather than just the product. * The product became a fashion accessory * Sales of iPods also supported sale of the iMacs as the brand
of Apple became a cult brand, where word of mouth also spread its popularity (Kotler, 2003). * This time new models were introduced with new features and marketed with different
styles and colors in order to retain the first mover advantage. 5. Complimentary Sales * The sales of the iPods was supported with iTunes on the internet, software that sold
music tracks legally at a low cost and also helps organized the iPod * iTUnes gained the first mover advantages for online music sales and supported iPod sales as it
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