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Apple case study
- 1. APPLE –A CASE OF INNOVATION AND SUCCESS
- 2. APPLE • World’s largest technology company in terms of revenue • Founded by Steve jobs, Steve Wozniak, and Ronald Wayne • Apple products:
- 5. What makes apple achieve such success? • INNOVATION • UNIQUE SELLING PROPORTION • SIMPLE TO USE
- 8. STRENGTHS WEAKNESS OPPORTUNITY THREAT APPLE’S MARKETING STRATEGY (SWOT ANALYSIS)
- 9. STRENGTHS • STRONG BRAND IMAGE • CUSTOMER LOYALITY • CUSTOMER SERVICE • R&D • ADVERTISING WEAKNESS • PATENT INFRINGEMENT • COST COMPETITIVE PRODUCTS • LEADERSHIP CRISIS AFTER DEATH OF STEVE JOBS
- 10. OPPORTUNITY • GROWING MARKETS IN DEVELOPING NATIONS • BRAND AWARENESS THREAT • INTENSE COMPETITION • UNCERTAIN ECONOMIC CONDITION • THREAT OF CONTINUING INNOVATION
- 11. Stages of adoption strategy • Apple created campaign using ‘hello’ as tagline to create awarenessAwareness • It incrementally added new features that stimulated awarenessInterest • Creating awareness and interest through advertising, it was considered to be evaluatedEvaluation
- 12. Stages of adoption strategy • Apple provided various trial features for iTunes • Also, it provided basic in-built apps in its product for customer trial.Trial • Video shooting and high quality photography features were added • Added Siri and other features after consumer adoption and acceptance of product Adoption
- 14. Case study questions Let’s understand more about Apple’s success and future
- 15. What makes Apple so good at innovation? Is anyone comparable to Apple in this respect? • Incremental innovation • Cross functional teams • Pull(advertising) and Push(adding mass electronic retailer) marketing • Innovation imperative • Own operating system
- 16. In mobile segment, other companies like Samsung, One plus are trying to match with standards of Apple at lower price
- 17. How important was iPod to Apple’s current success? • It exemplifies Apple’s innovative design and looked, felt like no other device before. • The company created pull advertising strategy. It created a halo effect and increased Apple’s market share.
- 18. IPOD SALES
- 19. Significance of iPhone and iPad to Apple’s product development strategy • iPhone facilitated entry to cell phone market • Within 74 days,1 million unit sold • iPad combined look and feel of iPhone with power of MacBook • Both have made their mark for professional and personal uses
- 20. What ‘s next? AppleTV and iWatch
- 21. DISCLAIMER: This presentation is created by Soma Bhattacharya CCET Chandigarh under the guidance of Prof. Sameer Mathur