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

merchandise schema 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 motivation to evaluate the marketing strategy of Apple, which enabled it to bring about a turnaround, this research is being conducted. trine objectives were set in Chapter I and after immense literature review in Chapter II, questionnaire was designed to collect primary data from students. All three objectives have been achieved. The study finds that in the high technology products it has draw critical to redefine businesses and reshape markets, thereby aligning with the changing demands of the firms business environment. To gain competitive advantage new pricing models, advanced value proposition, or customer-driven supply networks or finding new means of touching the customers has become essential. Brand management, customer segmentation, product positioning and customer deportment engagement are being applied by marketers. In the case of high-tech products product positioning has to be based on definite and unmistakable characteristics unique selling point (USP) of the product. ... Apple also adopts bundling pricing and reference pricing strategy. In the international market Apple standardizes product, place and packaging 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 verbalise to be effective as they have been able to achieve the expected synergies. Table of Contents Chapter One Introduction 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 Segmentatio n and Target Selection 2.2.3 Brand Image and Brand Equity 2.2.4 Product Positioning 2.2.5 Customer Engagement Behavior 2.3 Marketing mix in 2.3.1 Products 2.3.2 Pricing 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 Place 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 Methodology 3.1 Chapter Overview 3.2 Research Phenomenon under study 3.3 Research Philosophy 3.4 Research Strategy 3.5 Data Collection 3.6 Sampling 3.7 Data Analysis 3.8 Ethical concerns 3.9 dependability and Validity 3.10 Limitations Chapter Four Findings and Discussion 4.1 Chapter Overview 4.2 Findings from Web