Apple Case Study

GROUP ONE: PRESENTATION WITHIN THE MODULE „MARKETING MANAGEMENT“ // CASE: APPLE
Abhinav Verma; Agnes Lovas; Christian Schäfer; Claudia Neumann; Jörn-Henry Olesch

CASE: APPLE INC. AGENDA
1 2 3 3.1 3.2 3.3 4 4.1 4.2 5 6 6.1 6.2 6.3 Definition of the market for the Apple iPod and its relevant existing and future competitors Definition of Apple’s competitive advantage SWOT-Analysis for Apple in 2006 Internal dimension (strength and weaknesses) External dimension (opportunities and threats) Combination of strengths / weaknesses and opportunities and threats – strategic implications for a marketing strategy ShouId Apple invests in iTunes as key factor for customer loyalty despite its low profitability? Importance of customer loyalty for Apple Recommendation regarding a strict exit strategy for iTunes. CLV of a typical iPod/iTunes-system user (special segment) who has been attracted through the usage of iTunes on her Windows-PC Apple wants to track the customer satisfaction rate of existing customers which use the iPod and iTunes Recommendation for an approach to design a customer satisfaction survey of these customers Recommendation a list of questions for a satisfaction survey to measure the satisfaction of existing iPod and iTunes users. Impact of overshooting expectations - a recommendation for Apple
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CASE: APPLE INC. 1 MARKET DEFINITION FOR APPLE IPOD
iPod is essentially a portable digital player designed and marketed by Apple which offers “Music on the go...”.

v  MARKET POTENTIAL FOR IPOD:
Looking at the customer needs and product functions, the market of iPod is essentially customers of all age group who listen to music or any other form of audio, even while being mobile, and have access to digital music via computers / internet or any other form of electronic media.

v  MARKET SHARE:
The market of users listening to digital music using a portable digital player is a continually rising market – by end of 2005 iPod had 75% of market share.... [continues]

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