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Essay example - Leading the Way - A Marketing Plan for Sustainable Competitive Advantage
Pages 8 (2008 words)
Marketing Strategy and Analysis for Apple, Inc. BY YOU YOUR SCHOOL INFO HERE DATE HERE Word Count: 1,984 EXECUTIVE SUMMARY Apple maintains considerable brand loyalty with existing markets. However, there is research evidence that even loyal customers are growing dissatisfied with the innovative products being launched by the firm…
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Apple may have to invest a great deal of financial and human capital effort into performing market research to gain new market interest, something the firm is not experienced with as, historically, Apple has chosen to focus on developing existing markets through product development strategies. Marketing Strategy and Analysis for Apple, Inc. 1.0 Introduction Apple, Inc. has long been considered a pioneering company; an innovative organisation that develops unique products with features and benefits unavailable by competition that gives the business a positive market position. Marketing has been one of the fundamental success factors for Apple, especially in relation to launch of the iPod, iPhone and iPad, methods of differentiating the business from other competition. Marketing is defined as being all-inclusive of all activities related to commercial exchanges that involve advertising, branding, distribution, establishment of pricing structures, and responding to consumer behaviour patterns (McCall 2003). ...
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