The paper “ Apple Inc - Adopting Customer Relation Management, Stakeholders' and Value Chain Analysis, Political, Social, Technological Influences" is a persuading example of a case study on marketing. According to Marshall N, the main competitors of Apple Company are BlackBerry, Nokia, and HTC due to their smartphones which have the same features as compared to the iPhones. But more specifically, the main competitors of Apple’ s iPad1 are HP, Dell, and Acer who have been great competitors of Apple's iPad. Before Apple, iPad, there was Amazon’ s product Amazon Kindle, Sony Reader and Nook similar to the iPad but this e-reader was not as famous as iPad was.
Apple Inc gained popularity very fast in January 2010 and it was launched in April the same year in the US, UK and subsequently all over the world. The Sony reader was launched in November 2006 in the US. It was the first to allow downloading of books via connection to a PC. The Amazon Kindle, the Nook then followed the lead. One other distinct Competitor is the Orphan Electronic of China who launched the iPad and even has a camera a feature that is not found on the iPad.
However, its screen is much smaller than that of an iPad, a lower resolution and even other applications which is an advantage on the side of the iPad. As Apple has been able to control both its Operating system as well as its hardware designs for the iPad, it is, therefore, able to achieve efficiency which the other manufacturers have not been able to do. This efficiency is more eminent in terms of the memory and the battery which has made it achieve cost advantages, space-saving, and performance as compared to the other competitors.
Nook was launched by the Barnes and Noble book chain in October 2009 and was a direct competitor of Amazon’ s Kindle. It allowed readers access to a catalog of books. iPad offers more than just an E-reader as compared to the other readers. As an iBook app, I Pad is faster has beautiful images in full color, has the larger screen as compared to the other e-readers but it is a bit expensive, is much heavier and has shorter battery life. According to Carpenter & Sanders (2010), Apple Inc can also adopt Customer Relation Management (CRM) for its iPad device to help them establish, develop, maintain and optimize long term mutually valuable relationships with their customers.
The diagram shows how Apple Inc can adopt the CRM model. There are three key major phases in this model which include; Customer AcquisitionThis process involves attracting iPad customers for the first time they purchase this device. Through customer acquisition, Apple Inc. will identify potential customers through market segmentation.
Through his market segmentation, the company will be in a position to target their customers based on social class and demographic. Customer retentionIt is important for the iPad to maintain its customers and encourage repeat buying. This will be done through innovative IT, market orientation, as well as value creation. Customer extensionThe customers of the iPad will be coming back to purchase products of iPad and therefore there is the need to introduce new features on the iPad to keep the loyal customers coming.