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Essay / Research Paper Abstract
This 5 page paper looks at the background of Apple and the marketing mix used by the firm to support iPad sales. The marketing mix is considered in terms of the international application and comparison are made to the way that competition use the marketing mix. The bibliography cites 3 sources.
Page Count:
5 pages (~225 words per page)
File: TS65_TEipad4pc.doc
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Unformatted sample text from the term paper:
Apple II, and then the development of the Mackintosh Today and then the iMac. The iMac is a computer but also has its own unique operating system which means it
competes in hardware terms with PCs which are able to use Microsoft Windows. However, the company faced great difficulties in competing with firms such as Microsoft and IBM, and lost
significant market share during the 1980s and 1990s. The company entered a phase seen today, where it is highly successful with niche products and a highly loyal consumer base was
seen when a co-founder of the company; Steve jobs, returned at the beginning of the 21st century and the company took a new direction. Rather than simply focus on PCs,
the company now focus on technological devices which enhanced lifestyles, this started with the iPod, supported by the iTunes website, and has since expanded into other areas including the iPhone
and most recently the iPad. Therefore, the organisation may be seen as a company that supplies integrated technology that facilitates lifestyle choices. A key element of the different product ranges
of the way in which they are compatible, with applications used on one product able to be used on others. The organisation has developed a strong competitive advantage for innovation
and stylish design, which is further supported by the way marketing presents those products. When looking at the companys is possible to examine the market that is serves and consider
the marketing mix which is utilised. 2. Markets The company operates on a global market basis, the core market for the organisation is the United States where the net sales
accounted for 35.3 % of the companys revenues. This is the home market of the organisation, and where many products are initially launched. This is also a significant market that
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