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Apple Company Recommendation Proposal - Essay Example

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Apple Company Recommendation Proposal

The internal analysis of the company has made it evident that the principal reason behind their declining market share is lack of innovation. Apple is best known for innovative and breakthrough products, but since the last couple of years the company is failing to satisfy customer expectations. On the contrary, Samsung has been able to secure the elite position in the smart phone segment through innovative design and aggressive marketing strategy. Despite creating hype, the latest offering from Apple, iphone 5, failed miserably in the market. Hence, the only solution for Apple is to come up with a new strategy that supports expansion of the business operations and fosters innovation. Discussion Reports suggest that currently Samsung holds 47% of the market share in the smart phone category and Apple holds 38%. However, the scenario was completely different in the last year. Apple was the market leader with 73% share, while Samsung and other companies embraced remaining 27% share. Figure 1 – Smart phone market Share Comparison of 2012 and 2013. The drastic shift in the market share figures of Apple makes it obvious that “something went wrong” for the company. A number of studies shed light on the fact that lack of innovation is the major cause of their failure. Moreover, the smart phone product line of Apple has also remained unchanged since its launch in 2006. The new versions were launched only with some add-on features and applications. However, to satisfy the dynamic needs of customers as well as tap new customer segments, it is necessary to offer enhanced and trendy products. The classic example of Nokia’s failure in the market due to the lack of innovation clearly substantiates the current state of Apple. ...Show more

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The demographic shift presents business houses with unique and complex challenges. There are hardly any companies in the world that operate in the market without facing threats from the business environment…
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Apple Company Recommendation Proposal essay example
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