Apple Casestudy

In: Business and Management

Submitted By Magadlene
Words 4422
Pages 18
Apple's iPhone Launch: A Case Study in Effective Marketing
Kyle Mickalowski, Augustana College
Mark Mickelson, Augustana College
Jaciel Keltgen, Augustana College
ABSTRACT
When CEO Steve Jobs announced in January 2007 that Apple would be releasing a revolutionary iPhone five months hence, consumers waited with bated breath for a phone that would deliver all the features of their iPods as well as a smart phone. Anticipation grew, just as Jobs knew it would, as June approached. The launch would become one of the most heralded technological product splashes Apple, known for its masterful media build-up, had ever planned. How the iPhone was developed, priced, promoted, and distributed is lesson for marketers around the world. Apple investors were pretty happy with the outcome as well.

INTRODUCTION
One year after Apple Inc. CEO Steve Jobs announced the company’s industry-changing iPhone on
January 9, 2007, at the Macworld convention in San Francisco, the share price of Apple’s stock has more than doubled to a January 9, 2008, value of $179.40 (See Chart 1). This stock price incorporates all of
Apple’s business, but a large part of the rise in value can be attributed to the launch of the cutting-edge iPhone, of which four million have already been sold through mid-January 2008 (Carew, 2008). Based on this simple observation of the stock price, the iPhone can so far be declared a success, at least from a shareholder standpoint. This paper will explore both the pre- and post-launch activities surrounding the iPhone to explain why it was such a success for the stockholders and why Apple’s reputation for unparalleled marketing success is deserved.

Chart 1: This chart depicts the astounding growth of Apple’s stock from January 9, 2007, to January
9, 2008.

1

THE ANNOUNCEMENT BY CEO STEVE JOBS
Jobs' announcement was an example of the intelligent…...

Similar Documents

Apple

...NANYANG BUSINESS SCHOOL AB311 STRATEGIC MANAGEMENT GROUP STRATEGIC REPORT ON APPLE INC. SEMINAR GROUP 2 TEAM GENIE Instructor: A/P LAI SI TSUI-AUCH Word Count: 5,999 Done by: CHAN ZHE YING GOH CHUWEN LEE KOK CHONG TEO KOK MIN JOHN 1 Table of Contents I. EXECUTIVE SUMMARY ............................................................................................................... 3 II. MAIN REPORT............................................................................................................................... 5 1. Introduction of Apple Inc. ........................................................................................................... 5 1.1 1.2 2. 2.1 History................................................................................................................................. 5 Current Business Strategy ................................................................................................... 5 SWOT Analysis ........................................................................................................................ 10 Promising Opportunities ....................................................................................................... 10 The Shift from the PC to Mobile Era ............................................................................ 10 Emerging Markets ......................................................................................................... 11 Consumer Digital......

Words: 8330 - Pages: 34

Apple

...Apple Computer, Inc.: Maintaining the Music Business while Introducing iPhone and Apple TV Leave a reply Topic: Apple Computer, Inc.: Maintaining the Music Business while Introducing iPhone and Apple TV Subject: Business Details: 1. Strategic challenges facing Apple Computer. 2. Dimensions along which company success can be measured. 3. Critical external and internal environmental factors that have strategic implications for Apple\’s future. 4. Dow Apple\’s strategy stands up against industry rivalry. 5. Recommendations you would make to enhance the effectiveness of the company\’s strategy or to change its strategic approach for better results. Abstract: Apple computers were started some 35 years ago by Steve Jobs and Steve Wozniak in the garage of Steve’s home. It has achieve tremendous growth and is currently one of the largest companies in the US marketing electronic technological produces such as the iPad and many other such items that are used extensively by consumers. The company is dedicated to providing its customers the best know-how and understanding through its original hardware, software, and computer related devices along with the best possible services. The major tactical challenge that Apple computer is facing is that the company’s competitors try to surpass its accomplishments and that they are bringing into the market comparable products that are much cheaper than the products marketed by Apple Inc. Introduction             Apple Computer was......

Words: 1402 - Pages: 6

Apple

...The Apple Company is launching a new fall campaign titled, “The Big Apple!” to promote the sales of its new laptop computer, the Mac Book Pro. Featuring the campaign in New York City, Apple stores will be selling the new MacBook Pro laptops with three new cover designs. Known for its simplicity in computer design, Apple expects to ‘wow’ audiences with a departure from the usual look and a venture into new creative territory. Aimed at (but not limited to) the creative personalities that make up fast-paced and glamorous New York City, the campaign is expected to be a big success. The campaign will consist of a city-wide contest where applicants can design a cover that involves some of the elements that represent New York City and then send their idea in to Apple. The judges will then pick one of the designs to be featured alongside the two other covers which will be created by two different icons in New York city which Apple will have personally picked. One will be an up-and-coming designer, the other an artist. By doing this, Apple creates a connection between the people in the city, the culture, and their own brand. The campaign will run from September through till December, during which time the contest will be held, the designs finalized, and the new Mac Books will be available for purchase. Target Audience/Market: In terms of the target audience that Apple is looking to focus on with their campaign, there are a few demographics that the company would like to......

Words: 1957 - Pages: 8

Innovation at Apple

...Innovation at apple referencing http://www.innovation-management.org/incremental-innovation.html http://www.metapress.com.v-ezproxy.brunel.ac.uk:2048/content/t8830t2741u85060/?genre=article&issn=0024-2586&volume=48&issue=8&spage=5 http://ubiquity.acm.org.v-ezproxy.brunel.ac.uk:2048/article.cfm?id=358977 http://www.businessinsider.com/how-apple-samsung-and-google-take-different-approaches-to-innovation-2012-11 http://www.nature.com.v-ezproxy.brunel.ac.uk:2048/nature/journal/v479/n7371/full/479042a.html http://appleinsider.com/articles/12/10/31/apple-sinking-more-money-into-rd-as-spending-rose-1b-in-2012 http://bhc3.com/2010/02/02/apple-ipad-and-the-radical-innovation-of-meaning/ http://www.openinnovation.eu/06-12-2011/what-steve-jobs-did-not-do-for-open-innovation/ http://www.asianbc.dk/Findings/Fast-and-frequent/Radical-or-incremental-innovation.aspx http://link.springer.com/article/10.1007%2Fs10278-009-9242-4?LI=true# http://ubiquity.acm.org.v-ezproxy.brunel.ac.uk:2048/article.cfm?id=358977 http://www.computeractive.co.uk/ca/computeractive-blog/2219721/why-apple-needs-the-ipad-mini-to-succeed Apple Case Study: Apple Case (2011) Innovation at Apple Case Study, Case Code: BSTR396,   ICMR, Available at:- http://www.icmrindia.org/casestudies/catalogue/Business%20Strategy/BSTR396.htm Books: 1 R&D Management 1. Volume 38, Issue 3, pages 278–289, June 2008 Article first published online: 13 FEB 2008 Pia......

Words: 288 - Pages: 2

Apple

...Purpose The purpose of this report is to present a relevant Discussion Forum and Blog to Apple Computer, Inc. Apple Computer, Inc is the one of main manufacturer of a line of personal computers under the Apple Macintosh brand name, peripherals, and computer software. Two interest groups that focus on services of Apple Company are introduced in this report. The first one is a Discussion Forum named ¡°AppleInsider-Forum¡±. This is a web page concerning all the products of Apple Company, such as iPod, ITunes and Mac computer and let people discuss about these product. The visitors of this discussion forum usually are current and prospective users of Apple¡¯s products. This forum offers people a place to exchange their opinions and experiences in using Apple¡¯s products. The other one is a Blog named ¡°The cult of Mac Blog¡±. It is a news and opinion about Apple and the Mac community. This Blog is powered by Leander Kahney who posts news and threads about Apple on this Blog and viewer may follow their comments. APPLEINSIDER-FORUM Description AppleInsider launched in 1997 and quickly grew to become one of the Internet's premier sources of information for all things about Apple. This forum¡¯s nine different sections cover every aspect of Apple¡¯s products, from hardware to software, from purchasing advice to tech support. Everyday many fans of iPod mp3 player or Macintosh computer gather in this forum to......

Words: 1068 - Pages: 5

Apple

...Running head: ETHICS BEHIND APPLE AND FOXCONN RELATIONSHIP 1 Ethics Behind Apple and Foxconn Relationship Maryana Didovych The College of Westchester ETHICS BEHIND APPLE AND FOXCONN RELATIONSHIP 2 Abstract This paper examines Apple, Inc.’s relationship with one of its biggest suppliers, Foxconn Technology Group. Recent growth in suicide incidents at Foxconn factories again caught media’s attention. Whether Apple’s decision to stay in business with Foxconn despite these incidents is ethical or not is examined using Traditional 5-Question approach. Contradictory evidence is also examined. Based on the result of 5-Question approach and reviewed evidence it can be concluded that Apple’s decision may indeed be unethical. Recently published evidence suggests Apple and Foxconn are addressing several issues, but close monitoring of the improvement process is required to ensure success. ETHICS BEHIND APPLE AND FOXCONN RELATIONSHIP 3 Ethics Behind Apple and Foxconn Relationship One of the biggest suppliers and manufacturers of Apple Inc’s (Apple) products recently has been involved in scandals concerning working conditions of its factory workers. This company is called Foxconn Technology Group (Foxconn). It operates in more than 40 research and development centers as well as manufacturing facilities in Asia, Russia, Europe and the Americas. According to Pratap, Radhakrishnan and Dutta (2012), Foxconn is “the world’s biggest contract electronics manufacturer,......

Words: 3108 - Pages: 13

Apple

...The multi billion-dollar corporation, Apple Inc., designs and manufactures some of today’s highest technological gizmos and gadgets. Among their best known products are the Apple and Macintosh computers, iPods, iTunes, iPhones and iPads. Apple is one of the most powerful and influential high tech companies in the world. The success of Apple Inc. stems from the innovation and visions of co-founder and entrepreneur, Steve Jobs, the excellence of the stylish, user-friendly products, and the ability to create innovative products that consumer’s desire. The development of Apple Inc. came during the unstable economic times of the 1970’s. Best friends and college dropouts, Steve Jobs and Stephen Wozniak pooled their electronic and business skills to market what was to become the first personal computer. Stephen Wozniak had designed a small computer, the Apple 1, for the enjoyment of some friends at a Homebrew Computer Club meeting. The Apple 1 developed in Steve Jobs’ bedroom and garage, while he envisioned the commercial potential of a personal computer that could help families with personal finances and small businesses with day to day tasks. Vision, drive and creativity allowed this entrepreneur to take the risk to create a business. The challenge of building that business and the desire to control his destiny required passion and perseverance along with innovation. Apple’s first personal computer, the Apple 1, took six months to design and 40 hours to build with an initial......

Words: 1680 - Pages: 7

Apple

...Hase BUSS 508 October 21, 2014 The Apple Corporation has become one of the largest corporations in the world. There are a lot of companies that would like to be mentioned in the same breath as Apple. Many companies want to emulate their success. In this paper I will examine Apple current position and reputation, regarding ethical and social responsibility. According to Crane and Matten (2013) “One of the basic tenets of the Corporate Social Responsibility (CSR) movement in business has been it being voluntary and meeting social expectations above and beyond the law.” The Apple Corporation has been publishing its CSR report on its website since 2007. On Apples website it states “Workers everywhere should have the right to safe and ethical working conditions. They should also have access to educational opportunities to improve their lives. Through a continual cycle of inspections, improvement plans, and verification, we work with our suppliers to make sure they comply with our Code of Conduct and live up to these ideals”. Living up to the previous statement concerning apples commitment to ethical and social responsibility has not been an easy one. My position on whether Apple has met their responsibilities would be no because with their brand being the world’s best global brand, they should be held to a higher standard. When you are the leader in your field other corporations are looking at you to ensure all the rules are being followed. Apples 2013 Supplier Responsibility......

Words: 2168 - Pages: 9

Apple

...Marketing Opportunities for Apple Name: Institutional Affiliation: Date: Table of Contents Introduction 3 History of apple 3 Market Presence and Revenue Standings 4 Market research 4 Secondary market research 5 Apple brand review 5 Market segmentation 5 Research analysis of consumer needs and wants 7 Summary on the client's wants and needs 9 Research analysis on apple products Preferences 9 Summary 10 Conclusion and recommendations 10 Reference: 11 Introduction History of apple Apple lnc was founded in 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne. The main idea of establishing the Apple lnc at the time was to sell Apple 1, which is a personal computer kit. Steve Jobs during the establishment was one of the majority shareholders with approximately 45% of the total shares, Steve Wozniak also had share as Steve Jobs of 45%. Wayne owned the remaining 10% ownership (bott.org, 2014). During the formation of the Apple, Inc. Company, both Jobs and Wozniak were young entrepreneurs with no asset to their names. They were therefore not afraid of taking any risk. On the other hand, Wayne was a little bit older and had his own personal assets. Due to his fear of undergoing a huge risk, he sold his company ownership stake to Steve and Wozniak for 800$. The valuation of Wayne’s ownership compared to today’s company’s market value, it would be exceeding 3...

Words: 2457 - Pages: 10

Apple

...UNIVERSITY OF AGDER | Term Paper - Apple | ORG 409-1, INTERNATIONAL MANAGEMENT | Ole Erik H. Larsen 25.09.2015 | Innhold 1 INTRODUCTION 1 2 COMPETITIVE ADVANTAGE 2 3 PORTER´S STRATEGIC GROUPS 3 4 SWOT - ANALYSIS 5 5 CONCLUSION/REVIEWS 6 5.1 Future research 7 6 SOURCES 8 6.1 Guidebook 8 6.2 Internet 8 6.3 Pictures: 8 1 INTRODUCTION Apple is an American multinational technology company that constantly designs, develop and sells consumer electronics, online services, computer software and personal computers. Its best known products are the Mac line of computers, the iPhone smartphone, iPad tablet computer, and the Apple Watch smartwatch. Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on April 1, 1976, to develop and sell personal computers. By revenue Apple is the second-largest information technology company in the world, after Samsung Electronics. On November 25, 2014 in addition to being the largest publicly traded corporation in the world by market capitalization, Apple became the first U.S. company to be valued at over US$700 billion. As of March 2015, Apple employs 98.000 permanent full-time employees, maintains 453 retail stores in sixteen countries, and operates the online Apple store and iTunes Store. ITunes are otherwise the world’s largest music retailer. Apple has in recent years enjoyed an outstanding success in technology, and the company has grown to become one of the most valuable brands in the......

Words: 2556 - Pages: 11

Payless Casestudy

...|payless casestudy | | Summary : The objective of writing the report is to address the issues that has been raised on 24th February,2015 in Payless , due to which company has been gone through various problems . The report states all the primary reasons for the occurrence of the issues and all the possible measures which can be taken in order to recover all the problems and stop the issues from happening again in the future . All the appropriate solutions will help the company from facing these issues again . Issues and causes: 1 Network Problem : On Monday at 9:30am organization was facing the problem of downtime of the network , no one in the organization was able to access the network . IDMS that were implemented last year are not working properly , due to which downtime in network was faced by all the people as they were not able to access the network which ends up in the result of high burden on the help desk as help desk is getting more and more calls of the frantic(panic) and angry users .As due to some extra burden on the ticketing system it got crashed and need to rebooted , as in result some of cases which needs assistance got blocked . Every user related to the Organization was going through same problem .CEO of the organization was also going through same situation , he was also not able to access the network and getting complaints of third party business partners that they are not able get connected as no network was available of payless foods....

Words: 1563 - Pages: 7

Dell Casestudy

...Matching Dell Jonathan S. Leonard Two Fundamental Strategies Beat them on costs Sidestep them with differentiation Two Fundamental Strategies Dell relentlessly drove down costs Methods Corporate Financial Comparisons? These are clouded by differences in Business Organization, Product Mix, Industry Mix, Pricing, Cost Allocation Product level Comparison: Apples to Apples Five Forces Analysis Bargaining Power of Some Suppliers (very high) Proprietary standards + customer desire for compatibility Microsoft and Intel positioned to extract profits from industry Other inputs are commodities Bargaining Power of Customers (Low) Resellers and retailers have some grip on end-user relationships, giving them ability to extract price protection, but users more sophisticated (and less in need of assistance) over time Millions of customers Five Forces Analysis Intensity of Rivalry (very high) Wintel standards little distinguishes machines of leading companies except price vigorous price competition Growth of processing power outstrips growth in need for processing intense excess capacity and saturation fight for market share Threat of new entry (high) Capital costs of mfg facility low Stream of low cost entrants (white-box makers) and contract manufacturers Absolute cost advantage difficult to maintain since inputs are available at fixed prices Threat of substitutes (growing) PDAs, phones,etc. Alternative sales methods......

Words: 1187 - Pages: 5

Casestudy Wk3

...them at all cost. One of the most ways to damage a computer is Malware. Just from me knowing a little bit about a computer I learned that Malware is malicious software such as viruses, worms and spyware. Therefore all computer users should know that Malware can cause your computer to loss a lot of important information in which you thought was secure. Firstly, I believe another threat to a computer is viruses, which can do a numerous of types of damage to any device. Viruses can send spam, also provide criminals access to your computer and disable your security settings. How do you know if your computer is infected? It takes longer than usual for your computer to start up. I just had this problem with my laptop. I had to send it in to Apple. One more thing is that programs are running without your control. Secondly, Spam is something I see on the internet everyday I use my computer. I think spam is unsolicited messages and advertising banners. The one place I see spam the most is when I login to my email everyday to check my mail. It’s true that spam is very annoying if let it bother you on a daily basis. Furthermore, some attacks a hacker may use to gain access to your computer without you knowing about is huge if you don’t know anything about it. IP spoofing is an attack a hacker may use to fake a IP address so the receiver think it is sent from a location where it is not actually from. Another hacker technique I heard of is Password cracking which is used to get a......

Words: 577 - Pages: 3

Smuckers Casestudy

...Introduction The J. M. Smucker Company was founded in 1897 when Jerome Monroe Smucker sold his first product, apple butter, from the back of a horse-drawn wagon. The headquartered of the company is in Orrville, Ohio, and it has been family run for four generations. The J. M. Smucker Company is a manufacturer and market leader of fruit spreads, ice cream toppings, health and natural foods beverages, and natural peanut butter in North America. In order to resolve the company’s small size and limited product line, the company began perform acquisition strategy. J.M. Smuckers corporate strategy is to grow its existing brands, introduce new products, and make strategic acquisitions. Across its brands Smuckers aims to own and market Number 1 brands, sold in the centre of the store, in North America. Smuckers expanded beyond jams and jellies with the aim to become the largest firm by acquisition, and by doing so Smuckers have be able to increase its cash flow and size. So far, Smuckers has been very successful in expanding, purchasing number 1 brands and increasing both revenue and profits by large margins along with an increase in stock price. We will analysis the strategies through the financial performance and the specific circumstances of Smuckers. Identify the key issues and finally provides our recommendations throughout the report. Key issues Issue one Increased price competition (industry): In the processed food industry, branded manufacturers faced pressures on......

Words: 2858 - Pages: 12

Apples

...About Apples History The history of apples stretches back to the days of Adam and Eve, when it is believed to have been the “forbidden fruit” described in the Bible. Despite this long standing history, apples did not always grow naturally in New England. While the first apples are thought to have grown on the lower slopes of Tian Shan, a mountain range separating Kazakhstan and Krygystan, they also grew wild in Central and Southwest Asia, China, Italy, Switzerland, Spain and Greece. Through conquest and exploration, apples were spread when Romans conquered England and when Spaniards brought them to Mexico and South America. It wasn’t until the mid 1600’s that the Pilgrims cultivated them in Massachusetts. It is believed that John Endecott, an early governor, was the first to bring an apple tree to North America, and the first orchard was planted on Beacon Hill by a clergyman named William Blaxton. It is Blaxton who is credited for growing the first named apple, the Yellow Sweeting. Once apples were established in New England, they played an active role in everyday life. As a fruit which was easily stored through the winter, as well as being very beneficial to settlers’ health, apples were a main staple in early settlers’ diets. Despite the fact that apples were not initially from North America, and have been growing disease-free for centuries in their native habitats, the early settlers found that the long, hot summers and cold winters of New England grew apples......

Words: 1318 - Pages: 6