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Analysis of the Marketing Strategy of Apple Inc: 1997 – 2011 - Essay Example

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Author : zeldanicolas

Summary

The researcher of this essay presents a research proposal for a dissertation, that is aimed to provide an analysis of the marketing strategy of Apple Inc in 1997 – 2011. The researcher focuses on the discussion of phases of his study and topics that will be evaluated…

Extract of sample
Analysis of the Marketing Strategy of Apple Inc: 1997 – 2011

The researcher of this essay focuses on presenting the main field of his future study, that is Apple Inc company, that is the world's largest company in market capitalisation, producing iPhones, iPods and iPads along with Macintosh computers. The year 2009 was marked by of one of America and the world's worst financial crises, which became known as the Credit Crunch or the Global Financial Crises. Most businesses reported losses. However, in that same year, Apple Inc, one of the world's largest technology companies with its headquarters in Silicon Valley reported profits of $1.67 billion. Amongst the competitors of Apple who reported losses was Microsoft which reported a very low profit margin. Apple is reputed for running a very competitive and innovative marketing strategy, that the researcher aims to analyze in his study. In order to capture the markets, the researcher indicates that Apple creates a permanent taste in consumers by undertaking marketing drives and promotions that blends different approaches and systems of promotion. In this research, data will be collected from different secondary sources. This includes journals, books, interview videos and other sources that would be used to explain Apple's position and systems. This will give us information about how things were done and how operations went on. The researcher states that his study will be conducted in a space of 8 weeks. Each week will involve separate activities, that the researcher presented in details in this essay. ...
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