Essays on Measuring Brand Equity Across Products and Markets Case Study

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The paper "Measuring Brand Equity Across Products and Markets" is a wonderful example of a Marketing Case Study. Apple’ s operations have been not smooth sailing over the years. Its brand has not been always strong. It has experienced business ups and downs over the last two decades. In 1994 -1997 it was faced with a tough decision of updating outdated Macintosh compared to outstanding profits in 2012. Apple has sailed through competition storms and court battles to become the company it is today. Its present success is based on redesigning the existing products and converting traditional technology into exciting new gadgets.

Apple’ s resources, capabilities, core, and competencies have been particularly contributed to its success. Although Apple is still faced with numerous challenges in terms of sales, market share, and growth its success is a strong indicator that it has been able to command a huge customer following through customer satisfaction. In this discussion of the Apple Incorporation, Apple’ s market strategies and share will be reviewed and compared with its main competitors. Apple’ s and competitors’ strengths, weaknesses, opportunities, and threats (SWOT) analysis will also be carried out so as to identify points of differences.

The analysis aims at identifying gaps and offering a recommendation that the company can adopt to resolve these gaps (Steven, 1994; Apple, 2012). 2.0 General environment analysis The politics, demographic, economic, socio-cultural, technology, and legislation factors represent the environment in which companies operate. These factors are particularly important in the marketing systems of firms. In its operations, Apple Incorporation is affected by these environmental factors. 2.1 Political and Legal aspects Apple Incorporation operates in numerous countries across the world. In these countries, there are diverse political and legal environments.

The company has to work in accordance with the set framework in these countries. For instance, in the United States, Apple Incorporation is expected to adhere to the pricing law under the Pricing Surveillance Authority (Apple, 2012). The law acts as an identifier and control of excessive pricing and restrains selected companies from charging excessive prices. 2.2 Economic aspects Apple operates in the global economic environment. Therefore, the global economic trend affects the operations of Apple in the market; demand and sales. The effect of the economic environment has particularly been experienced during the global economic crisis; the willingness to buy a product and purchasing power of consumers is affected (Apple, 2012). 2.3 Technology aspects Innovation is the backbone of Apple Incorporation.

Recently (March 2013), the firm has acquired a Silicon Valley startup, WiFiSlam which makes mapping applications for smartphones. Apple holds in high regard and invests a lot in research and development. It has also outstanding research and development design teams to ensure continuity in innovation. The firm also cooperates with foreign electronic companies such as Foxconn in Asia in boosting Apple’ s product design. 2.4 Demographic and socio-cultural aspects In its quest to offer a first-class service to as many customers as possible, Apple has continued to expand its market outreach campaign across countries in the world.

Its market operations are undertaken in multicultural environments. Due to the diverse environment, they operate in the firm and have developed products and websites in different languages. It is predicted that in a few decades, it would be possible that 75% or even 90% of Apple’ s proceeds will come from outside of the United States (Apple, 2012).

China, India, Eastern Europe, Latin America, and some parts of Africa all have an emerging middle class.

References

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Apple Inc. (2013). Apple three-year financial history. Viewed on 22nd April 2013 from http://investor.apple.com/financials.cfm

Apple Incorporation. (2012). 2011 Annual Report. Viewed on 22nd April 2013 from http://investor.apple.com/secfiling.cfm?filingID=1193125-11-282113&CIK=320193

Dell. (2013). 2012 Annual Report. Viewed on 21st April 2013 from http://i.dell.com/sites/content/corporate/secure/en/Documents/FY12_Form10K.pdf

Gartner Inc. 2013. Gartner Says Worldwide PC Shipments in the First Quarter of 2013 Drop to Lowest Levels Since Second Quarter of 2009. Viewed on 22nd April 2013 from http://www.gartner.com/newsroom/id/2420816

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Nath, I. (2004). The Internal Environment: Resources, Capabilities, and Core Competencies. Viewed on 22nd April 2013 http://www.nathonline.com/UoW/SM/ch03-hitt.pdf

Shelley, G., Hayter, J. and Dahl, J. (2011). Valuing the apple brand: an empirical analysis of laptop computer prices. Viewed on 21st April 2013 from http://www.wired.com/gadgets/mac/commentary/cultofmac/2002/12/56677

Shiu, E. (2005). Factors of Market Performance Of Apple Ipod: A Preliminary Desk-Based Study. Journal of Business Case Studies, vol.1, no.3, p. 23-67.

Steven, L. (1994). Insanely Great: The Life and Times of Macintosh, the Computer That Changed Everything. New York: Springer.

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