Critical Evaluation of Marketing Strategy

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Critical Evaluation of Marketing Strategy

Contents
1. 2. 3. Executive Summary .............................................................................................. 1 Introduction to ‘My-pple’ ..................................................................................... 2 Current Market Situation ...................................................................................... 3 3.1. Product Overview .......................................................................................... 3 3.2. Market Segments ........................................................................................... 3 3.3. Macro environment ........................................................................................ 4 3.4. Brand ............................................................................................................. 5 3.5. Competitors ................................................................................................... 5 3.6. Suppliers........................................................................................................ 5 4. SWOT analysis ..................................................................................................... 6 5. Critical Evaluation ................................................................................................ 7 5.1. Product strategy ............................................................................................. 7 5.2. Pricing Strategy ............................................................................................. 9 5.3. Distribution Strategy.................................................................................... 10 5.4. Promotion Strategy ...................................................................................... 11 6. Growth Opportunities ......................................................................................... 13 7. Recommendations .............................................................................................. 13 8. References .......................................................................................................... 14

1. Executive Summary
‘My-pple’ is one of the world’s successful and growing companies. This case study presents current marketing environment of ‘my-pple’ and how the company has achieved its enormous success in recent years. Overall it provides analysis and evaluation at product level looking at product, price, place and promotion strategies. Finally case study presents growth opportunities and recommendations.

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Critical Evaluation of Marketing Strategy

2. Introduction to ‘My-pple’
Established in California in 1976, ‘My-pple’ corporation is now one of the most successful design and manufacturer of personal computers, portable music players and mobile communication equipments. In addition to above products ‘My-pple’ sells array of other personal computer and mobile related products such as software, printers, headphones, accessories and peripherals. ‘My-pple’ also provides support services for major products through out the world. After few decades in low-profile, company came to the forefront of computer technology in 1997 with the introduction of ‘My-pple’ computer. Since then ‘My-pple’ has been able to win the hearts and imaginations of millions of customers with innovative, easier to use products.

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Critical Evaluation of Marketing Strategy

3. Current Market Situation
‘My-pple’ main focus has been on improving and integrating its wide range of products to suite the evolving digital life style of consumers all around the world. In recent years ‘My-pple’ has revolutionized the digital world with the introduction of ‘my-pods’ (portable music player) and ‘my-phones’.

3.1.

Product Overview

The company offer range of computing products, for the purpose of this evaluation I will only discuss some major products of ‘My-pple’. Product...
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