Marketing Strategy of Apple Dissertation Example | Topics and Well Written Essays - 15000 words

Marketing Strategy of Apple - dissertation ExampleOver the last decade, Apple redefined the music and cellphone business, and the entertainment and media world by introducing IPod, IPhone and IPad. With the pauperization to evaluate the marketing schema of Apple, which enabled it to bring about a turnaround, this research is being conducted. Three objectives were narrow in Chapter I and after extensive literature review in Chapter II, questionnaire was designed to collect primary data from students. All three objectives have been chance ond. The study finds that in the high technology products it has become life-sustaining to redefine businesses and reshape markets, thereby aligning with the changing demands of the firms business environment. To gain agonistic advantage impertinent pricing models, innovative value proposition, or customer-driven supply networks or finding new means of touching the customers has become essential. Brand management, customer segmentation, produc t positioning and customer behavior affaire are being applied by marketers. In the case of high-tech products product positioning has to be based on definite and tangible characteristics unique selling point (USP) of the product. ... Apple also adopts bundle pricing and reference pricing strategy. In the international market Apple standardizes product, place and promotion strategies globally, so that all products sold worldwide carry the same design, package, advertising, posters and slogan. Prices vary depending on local taxes applicable. Thus, the marketing strategy of Apple can be said to be effective as they have been able to achieve the expected synergies. Table of Contents Chapter One ingress 1.1 Research Topic 1 1.2 Overview of Apple Inc. 2 1.3 Rationale for the study 2 1.4 Research Aims and Objectives 1.5 Research Framework Chapter Two Literature Review 2.1 Chapter Overview 2.2 Introduction to Marketing Strategy 2.2.1 Principles of Marketing Strategy 2.2.2 Market Segmenta tion and Target Selection 2.2.3 Brand word picture and Brand Equity 2.2.4 Product Positioning 2.2.5 Customer Engagement Behavior 2.3 Marketing Mix 2.3.1 Products 2.3.2 determine 2.3.3 Promotions 2.3.3.1 Advertising 2.3.3.2 Personal Selling 2.3.3.3 Sales Promotion 2.3.3.4 Public Relations 2.3.3.5 Direct Marketing 2.3.4 steer 2.3.4.1 Types of Intermediary 2.3.4.2 The Internet 2.4 International Marketing Strategy 2.4.1 Porters Generic Strategy in Digital Age 2.4.2 Effectiveness of the marketing strategy 2.5 Overview of the Computer Industry 2.6 Overview of Apple Inc Chapter Three methodological analysis 3.1 Chapter Overview 3.2 Research Phenomenon under study 3.3 Research Philosophy 3.4 Research Strategy 3.5 Data Collection 3.6 have 3.7 Data Analysis 3.8 Ethical concerns 3.9 Reliability and Validity 3.10 Limitations Chapter Four Findings and Discussion 4.1 Chapter Overview 4.2 Findings from Web