Apple Inc Sample Student Submission 2

Apple Inc. iPod SAMPLE SUBMISSION BY ANONYMOUS STUDENTS

Apple Inc.
Apple Inc. is a company that designs, develops, and markets a variety of electronic consumer goods.
This includes
personal computers - Mac Computer Systems
portable digital music players – iPod
and mobile communication devices – iPhone
Software and peripheral hardwares
Datamonitor USA – www.datamonitor.com. (March 16 th 2009). Apple Inc. Company Profile .Retrieved from http://www.marketlineinfo.com/library/DisplayContent.aspx?R=5B0A0C20-9BB6-4284-A575-AC0F2261F45C&N=4294839864

iPod
Evaluate iPod products respective stages in the product life cycle.
Provide recommendations to the company regarding the marketing mix strategy for any one product in the growth stage and any one product in the decline stage.
.

Apple Inc. Segmentation Datamonitor USA – www.datamonitor.com. (March 16 th 2009). Apple Inc. Company Profile .Retrieved from http://www.marketlineinfo.com/library/DisplayContent.aspx?R=5B0A0C20-9BB6-4284-A575-AC0F2261F45C&N=4294839864

iPod Division
Brand of portable media player developed by Apple and launched in October of 2001.
currently biggest selling digital music player of all time, holding 90% of the market share for hard drive-based players and 70% for all types of players
4 distinct iPod products:
iPod Classic
iPod Shuffle
iPod Nano
iPod Touch
IPod. (2009, October 27). In Wikipedia, The Free Encyclopedia . Retrieved 00:30, October 28, 2009, retrieved from: http://en.wikipedia.org/w/index.php?title=IPod&oldid=322292309

iPod Marketing Mix
Price: 49$-399$ depending on the product
Product: Portable media device
Place: Americas; Europe; Japan; Apple retail stores; Apple Online store; Major International Distributors
Promotion: TV commercials, Movies; Posters, Online, Mobile billboards.
Datamonitor USA – www.datamonitor.com. (March 16 th 2009). Apple Inc. Company Profile .Retrieved from http://www.marketlineinfo.com/library/DisplayContent.aspx?R=5B0A0C20-9BB6-4284-A575-AC0F2261F45C&N=4294839864

Product Life Cycle
The stages a new product goes through in the marketplace: 1. Introduction 2. Growth 3. Maturity 4. Decline
Crane, F. G., & Kerin, R. A., & Hartley, S. W., & Rudelius, W. (2008). Marketing (7 th ed.). USA: McGraw-Hill Ryerson

Timeline of iPod Models IPod. (2009, October 27). In Wikipedia, The Free Encyclopedia . Retrieved 00:30, October 28, 2009, retrieved from: http://en.wikipedia.org/w/index.php?title=IPod&oldid=322292309

iTouch
Growth stage
Profit and sales increase tremendously
Number of competitors grow, some competitors may copy the successful project while using slight variations.
Cost per customer decreases as promotion costs are lower.
Oliver, S. (April 1 st 2009). iPod shuffle sales surge 50% as iPod touch maintains top slot. Retrieved from: http://www.appleinsider.com/articles/09/04/01/ipod_shuffle_sales_surge_50_as_ipod_touch_maintains_top_slot.html

SWOT Analysis for iTouch
Strength
Multi-touch graphical user interface
first iPod with wireless access to Apple's online stores.
3 rd generation combine functions with Iphones.
duplicating the standard functions of the iPod Classic, and more functions.
Easy to use.
The great iPhone interface without having to buy the iPhone.
Apple Inc. (October 27 th 2009). Which iPod are you? Retrieved from: http://www.apple.com/ipod/compare-ipod-models/

Weakness
S creen is too small .
- solution is customers have to double tap zooms into the area
Slightly expensive
Short battery life
No physical volume control
Limited memory capacity.
Can't play many video formats

Opportunity
replace other iPods portable devices
New generation release old generation in lower price

Threat
Relatively expensive (199$-399$ depending on storage) which may drive off many price-sensitive customers
Competitors: bigger touch screen, play every video formats, lower price
The Archos 605: $400 for the 160GB.
Nokia N805
Samsung P2
Apple Inc. (October 27 th 2009). Which iPod are you? Retrieved from: http://www.apple.com/ipod/compare-ipod-models/ Archos. (October 27 th 2009). MP3/MP4 Players. Retrieved from: http://www.archos.com/products/mp3_players/index.html?country=ca&lang=en Nokia. (2009). Retrieved from: http://www.nokia.ca/music/music-devices Samsung. (2009). Retrieved from: http://www.samsung.com/ca/consumer/type/type.do?group=audiovideo&type=mp3players

iTouch
Marketing Strategy:
Product: Improve the product quality by adding more features, like new games and wallpapers. Can also listen to customer suggestions and modify the iTouch based on their research.
Price: lower the price of old iTouch models when new models are introduced.
Promotion: Advertisement should emphasize that Apple = superior quality. Encourage brand loyalty.
Place: Greatly increase distribution: sell Apples everywhere around the world to all types of distributors, for example in China, Europe, Australia and etc.
Scribd. (June 17 th 2009). Product Life Cycle. Retrieved from: http://www.scribd.com/doc/16512298/Product-Life-Cycle

iPod Classic
Sales and profits are declining.
Competitors are fewer since most start concentrating on products in demand.
Low cost for the product.

SWOT Analysis for iPod classic
Strength:
huge storage
long battery life
big screen
loyal users
good brand reputation
new features (video)

SWOT Analysis for iPod classic
Weakness:
Not too convenient
Relatively expensive
Opportunity:
Lower price accessible
New features could be added (game, ebook)
Threat:
The new iPod touch
Competitors who sells for cheaper prices their MP3 players (Creative, Samsung, Sony, etc) -Companies imitating Apple iPod but for way lower price (In China for example)

iPod Classic
Marketing Strategy:
Since, there are a large amount of users who are keen on the huge storage capacity of iPod classic, it is almost impossible for Apple Inc. to dispose ipod classic.
Product: Will have to keep the iPod classic, but can reduce marketing support costs. Can also rejuvenate it by adding new features/ change its looks/ find new uses (for example, launch a new generation of iPod classic to stimulate the growth)
-capture loyal users
-more colors
-internet feature
Price: In order to keep the unit sales constant while reducing marketing, we can lower the price.
Promotion: Only enough to keep current users, don’t try to attract new ones.
Place: Sell only through distribution centres who are showing decent sales, and phase out others.

Reposition Strategy
Product image changes but same target market
Change the product to make it more attractive to current market
Find a different target segment using the same product
Change both product and market

New iPod shuffle sales surge 50% Oliver, S. (April 1 st 2009). iPod shuffle sales surge 50% as iPod touch maintains top slot. Retrieved from: http://www.appleinsider.com/articles/09/04/01/ipod_shuffle_sales_surge_50_as_ipod_touch_maintains_top_slot.html

iPod Shuffle : Apple’s successful marketing strategy for a product in decline stage
iShuffle is a great example of a successful comeback of a product in its decline stage
Instead of discontinuing the product from the market, lower prices for price-sensitive consumers.
The compact new design, particularly popular among female consumers.
iShuffle’s sales was low and unprofitable. However, sales are now growing again, because of Apple’s successful and timely application of their marketing strategies.
Oliver, S. (April 1 st 2009). iPod shuffle sales surge 50% as iPod touch maintains top slot. Retrieved from: http://www.appleinsider.com/articles/09/04/01/ipod_shuffle_sales_surge_50_as_ipod_touch_maintains_top_slot.html Advanced Ecommerce Research Systems. (March 13 th 2009). iPod Shuffles are for Girls. Retrieved from: http://www.researchadvanced.com/2009/03/ipod-shuffles-are-for-girls-women-prefer-cheap-simple-portable-mp3-players/

References
Advanced Ecommerce Research Systems. (March 13 th 2009). iPod Shuffles are for Girls. Retrieved from: http://www.researchadvanced.com/2009/03/ipod-shuffles-are-for-girls-women-prefer-cheap-simple-portable-mp3-players/
Archos. (October 27 th 2009). MP3/MP4 Players. Retrieved from: http://www.archos.com/products/mp3_players/index.html?country=ca&lang=en
Crane, F. G., & Kerin, R. A., & Hartley, S. W., & Rudelius, W. (2008). Marketing (7 th ed.). USA:
McGraw-Hill Ryerson
Datamonitor USA – www.datamonitor.com. (March 16 th 2009). Apple Inc. Company Profile . Retrieved from http://www.marketlineinfo.com/library/DisplayContent.aspx?R=5B0A0C20-9BB6-4284-A575-AC0F2261F45C&N=4294839864
Nokia. (2009). Retrieved from: http://www.nokia.ca/music/music-devices
Samsung. (2009). Retrieved from: http://www.samsung.com/ca/consumer/type/type.do?group=audiovideo&type=mp3players

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Apple Inc Sample Student Submission 2

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