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Essay / Research Paper Abstract
This 3 page paper considers how Apple markets itself and the way this has adapted sand evolved over time, including the impact of iPods and iTunes and the support of the organizational structure e for the strategies employed. The bibliography cites 3 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEapplemark1.rtf
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Unformatted sample text from the term paper:
of the company bring easy to use computers to 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, this is also a style that is able to find effective ways of marketing and development based on the use of limited
resources, this even drives innovation (Thompson, 2005) The company being the first managed to take an advantages being the first mover, this advantage lasted several
years while there was no effective competition but when IBM and Microsoft competed the company lost ground rapidly, as apple lost the cost advantage and they were also less effective
at marketing. In addition to this IBM Had greater market power. 2. Apple have competed with Differentiation When IBM and Microsoft entered the PC market
they knocked Apple into second place Apple, so 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, these included the companys software and control over the supply chain. The company identified
target market of high end users, including businesses and education that wanted quality goods and were happy to pay a premium for it and then marketed their goods to attract
this market based on the superior core competences, and accepted the lower market share position. However, the differentiation was strong. 4. The iPod Revitalizes Apple Before the
introduction of the new product; the iPod, which was a new an innovative product and saw Apple once again have a first mover advantage sales were sluggish. The development of
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