The paper "Apple Incorporation Company - Strategic Marketing Management" is a great example of a marketing case study. This is an assessment document that concentrates on analyzing the various marketing strategies that are employed in developing, introducing, growing, maturing, and declining Apple Inc. ’ s products. In particular, the assessment concentrates on Apple iPhone 4 products in defining the various marketing strategies in it. It begins with a brief introduction that gives general background information on the Apple Incorporation Company. Within the introduction, it mentions the various positions that Apple Inc. The company occupies in the international market and some of its products, and more particular iPhone series Smartphone.
Some few companies that actively compete with Apple Inc. The company, such as Motorola and Samsung Electronics are also mentioned. Within the body of the assessment document, subjects such as product life cycle, new market entry strategies, Follower Market Strategies, Growth Strategies, Shakeout Stages, Mature Stages, and Declining Stages of the market are defined and discussed in relation to iPhone 4 and Samsung Electronics’ product Samsung Galaxy S 4G respectively. These two products are used to establish a competition between the two companies in order to develop a framework of comparison in regard to differential marketing strategies.
Towards the end of the body, Apple’ s entry into New Economy Markets, its possible Marketing Plans, Metrics and Audits are discussed. At the end of the body, the marketing audit is discussed in relation to its role in profitability analysis. The assessment concludes that the application of proper marketing strategies is essential in ensuring that all processes that Apple Inc. The company undertakes, from the innovation stage of its products up to the final distribution to the end consumers, become a success and help in maintaining a good customer base. Strategic Marketing Management Introduction Apple Inc. , formerly known as Apple Computer, Inc.
is an American International Company whose headquarter is located in Cupertino in California. Apple, Inc. The company takes part in developing, designing and selling of personal computers, computer electronics and computer software. The best hardware products from Apple, Inc. that are universally known are the iPod music player, the iPad tablet computer, the iPhone Smartphone, and the Mac line of computers.
The software that this company produces includes OS X, the Safari web browser, the iLife and iWork productivity and creativity suits, the iTunes media browser, and the iOS operating systems. Apple Inc. Company is the world’ s 2nd largest company of information technology in terms of revenue after Samsung Electronics and the 3rd largest mobile phone producer after Samsung and Nokia in the whole world. This particular assessment concentrates on Apple, Inc. ’ s iPhone 4 product. iPhone 4 Tech Specs indicate that it comes in two main colors, white and black, has a 512MB of DRAM, has a height of 115.2 mm, 58.6 mm in width, 9.3mm in-depth, and 137 grams in weight.
The product has an A4 chip, has a Bluetooth 4.0 wireless technology, 802.11 b/g/n WI-Fi (2.4GHz only), a digital compass, a Retina Display, an iSight Camera of 960*640 megapixels, video recording capabilities, a face time camera enabling video and audio calling, a built-in rechargeable lithium-ion battery of up to 6 hours internet 2G and 3G use, and Audio Playback in addition to TV and Video Airplay support features. Apple’ s iPhone 4 was released in the market on June 7th of the year 2010 and particularly marketed by Apple as Face Time, meaning its video calling capabilities is its core marketing feature (Gsmarena, n.d).
Gsmarena. (n.d). Apple iPhone 4. Gsmarena.com. Retrieved September 28, 2013 from http://www.gsmarena.com/apple_iphone_4-3275.php
Östlin, J., Sundin, E., & Björkman, M. (2009). Product life-cycle implications for remanufacturing strategies. Journal of cleaner production, 17(11), 999-1009.
Sood, A., James, G. M., & Tellis, G. J. (2009). Functional regression: A new model for predicting market penetration of new products. Marketing Science, 28(1), 36-51.
Stark, J. (2011). Product lifecycle management (pp. 1-16). London: Springer London.
Lee, G. K., & Lieberman, M. B. (2010). Acquisition vs. internal development as modes of market entry. Strategic Management Journal, 31(2), 140-158.
Lee, H. S., & Griffith, D. A. (2012). Transferring Corporate Brand Image to Local Markets: Governance Decisions for Market Entry and Global Branding Strategy. Advances in International Marketing, 23, 39-65.
Billington, C., Lee, H. L., & Tang, C. S. (2012). Successful strategies for product rollovers. Sloan Management Review, 39(3.1998).
Baker, W. L., Marn, M. V., & Zawada, C. C. (2010). Market Strategy. The Price Advantage, Second Edition, 75-91.
Huang, J. Y., Chou, T. C., & Lee, G. G. (2010). Imitative innovation strategies: understanding resource management of competent followers. Management Decision, 48(6), 952-975.
Belz, F. M., & Schmidt‐Riediger, B. (2010). Marketing strategies in the age of sustainable development: evidence from the food industry. Business Strategy and the Environment, 19(7), 401-416.
Sankaran, A., & Selvarasu, A. (2011). Marketing Strategies vis-à-vis Consumer Preference for Aquarium Business Service. International Journal of Latest Trends in Finance and Economic Sciences, 1(1).
Manzini, E., Baek, J. S., & Zhong, F. (2010). Design for social innovation and sustainability: Hypothesis on a viable leapfrog strategy in China. Retrieved from http://en.cnki.com.cn/Article_en/CJFDTotal-CYYS201004005.htm
Kotler, P. (2011). Philip Kotler's Contributions to Marketing Theory and Practice. Review of Marketing Research, 8, 87-120.
Kim, W. C., Mauborgne, R., Hunter, J., Marks, B., & Mortensen, W. (2009). Crafting winning strategies in a mature market: the US wine industry in 2001. Harvard Business Review, (July 1).
Park, N. K., & Lee, J. (2012). Sajo Group's Long Journey: Re-entering a Mature Market. Asian Case Research Journal, 16(02), 379-407.
Tonoyan, V., Strohmeyer, R., Habib, M., & Perlitz, M. (2010). Corruption and entrepreneurship: how formal and informal institutions shape small firm behavior in transition and mature market economies. Entrepreneurship Theory and Practice, 34(5), 803-831.
Bumgardner, M., Buehlmann, U., Schuler, A., & Crissey, J. (2011). Competitive actions of small firms in a declining market. Journal of Small Business Management, 49(4), 578-598.
Peasnell, K., Talib, S., & Young, S. (2011). The fragile returns to investor relations: evidence from a period of declining market confidence. Accounting and Business Research, 41(1), 69-90.
Beiling, B., & Yan, J. R. (2012). Market Expansion and Productivity Growth: Do New Domestic Markets Matter As Much As New International Markets?. Statistics Canada, Analytical Studies Branch.
Muga, L., & Santamaria, R. (2010). Market penetration strategies and the fee–performance relationship: the case of Spanish money mutual funds. The Service Industries Journal, 30(9), 1529-1547.
Lien, L. B., & Klein, P. G. (2012). Can the survivor principle survive diversification?. Organization Science. Retrieved from http://orgsci.journal.informs.org/content/early/2012/11/30/orsc.1120.0793.abstract
Weinstein, A. (2013). Handbook of Niche Marketing: Principles and Practice. London: Routledge.
Bamford, C. E., Dean, T. J., & McDougall, P. P. (2009). Reconsidering the niche prescription for new ventures: A study of initial strategy and growth. Advances in Entrepreneurship, Firm Emergence and Growth, 11, 9-39.
Arnold, D. J., & Quelch, J. A. (2012). New strategies in emerging markets. Sloan management. Retrieved from http://sloanreview.mit.edu/x/4011
Lundvall, B. Å. (2009). Why the new economy is a learning economy. Techno-economic Paradigms: Essays in Honour of Carlota Perez, 221-38.
Atkinson, R. D., & Andes, S. (2010). The 2010 State New Economy Index: Benchmarking Economic Transformation in the States. Ewing Marion Kauffman Foundation. Retrieved from http://eric.ed.gov/?id=ED515552
Perkowski, T. J. (2011). U.S. Patent No. 7,904,333. Washington, DC: U.S. Patent and Trademark Office.
Tyagi, R. K., & Sawhney, M. S. (2010). High‐Performance Product Management: The Impact of Structure, Process, Competencies, and Role Definition*. Journal of Product Innovation Management, 27(1), 83-96.
Junfeng, W., & Li, K. (2011). SWOT Comparative Analysis of China's Automobile Finance Companies and Commercial Banks in the Automotive Consumer Market. Value Engineering, 22, 103.
Friesner, T. (2011). History of SWOT analysis. Marketing Teacher, 2000-2010. Retrieved from http://www.marketingteacher.com/swot/history-of-swot.html
Farris, P. W., Bendle, N. T., Pfeifer, P. E., & Reibstein, D. J. (2010). Marketing metrics: The definitive guide to measuring marketing performance. Upper Saddle River, New Jersey: Pearson Education.
Zahay, D., & Griffin, A. (2010). Marketing strategy selection, marketing metrics, and firm performance. Journal of Business & Industrial Marketing, 25(2), 84-93.
Solcansky, M., & Simberova, I. (2010). Measurement of marketing effectiveness. Economics and management, 755-759. Retrieved from http://www.ktu.lt/lt/mokslas/zurnalai/ekovad/15/1822-6515-2010-755.pdf
Best, R. J. (2013). Market-Based Management: Strategies for Growing Customer Value and Profitability-6/E.
Cassell, C., & Giroux, G. A. (2011). Changing Audit Risk Characteristics in the Public Client Market. Research in Accounting Regulation, 23(2).
Ting, W. U. (2011). Risk Prevention Strategy in Economic Responsibility Audit. Retrieved from http://en.cnki.com.cn/Article_en/CJFDTOTAL-YXSG201106010.htm
Apple inc. V. Samsung electronics co., ltd., no. 12-cv-00630-lhk (psg) (n.d. cal. June 5, 2012).