Iproject
MBA 504 – Managerial Economics (W. Troost) *
Case study about the iPad Mini
by
Justin Sellers
Kimberly Gadsden
Krista Pauly
Marjorie Venus Baliog
Paulus Mirtschink
Rob Hicks
I have read the Student Academic Code of Conduct and this Assignment complies with the Code.
8th November 2012 *
Table of Contents
Table of Contents 2
List of Figures 3 1 INTRODUCTION 4 2 FIRM, BRAND, LIFESTYLE 4 3 IINDUSTRY 5 4 COST 8 5 CONCLUSION 9
APPENDICES 11 A. Price Comparison of Generic Android Tablets 12 B. Price Comparison of Premium Brand Tablets 2
BIBLIOGRAPHY 3
*
List of Figures Figure 1: Monopolistical pricing 10 Figure 2: Technology life cycle 11 Figure 3: VMP and MC in the US compared with China 12 *
INTRODUCTION
Apple has clearly established itself as a market leader in the competitive market of consumer electronic products. Recently, the company released a smaller sized version of its highly successful tablet: the iPad. The launch has come under widespread criticism as many industry pundits believe the pricing strategy may be incorrect and there are fears that the new product will cannibalize sales of other merchandise. Even the late Steve Jobs was strong in his view that Apple would never offer a smaller tablet product to the market as he felt it would provide less benefit to consumers. To properly assess whether or not Apple did in fact make the correct decision, the rationale behind the decision must be analyzed. As part of the analysis: the market structure, cost factors, competitive position, nature of product demand, and strategic vision will be scrutinized.
FIRM, BRAND, LIFESTYLE
Under the direction of one of the most visionary CEOs of the modern era, Steve Jobs, Apple was able to completely revolutionize the way that consumer electronics are perceived, purchased, and manufactured. It started with a completely different concept of consumer preferences and has ultimately ended with the most valuable
Case study about the iPad Mini
by
Justin Sellers
Kimberly Gadsden
Krista Pauly
Marjorie Venus Baliog
Paulus Mirtschink
Rob Hicks
I have read the Student Academic Code of Conduct and this Assignment complies with the Code.
8th November 2012 *
Table of Contents
Table of Contents 2
List of Figures 3 1 INTRODUCTION 4 2 FIRM, BRAND, LIFESTYLE 4 3 IINDUSTRY 5 4 COST 8 5 CONCLUSION 9
APPENDICES 11 A. Price Comparison of Generic Android Tablets 12 B. Price Comparison of Premium Brand Tablets 2
BIBLIOGRAPHY 3
*
List of Figures Figure 1: Monopolistical pricing 10 Figure 2: Technology life cycle 11 Figure 3: VMP and MC in the US compared with China 12 *
INTRODUCTION
Apple has clearly established itself as a market leader in the competitive market of consumer electronic products. Recently, the company released a smaller sized version of its highly successful tablet: the iPad. The launch has come under widespread criticism as many industry pundits believe the pricing strategy may be incorrect and there are fears that the new product will cannibalize sales of other merchandise. Even the late Steve Jobs was strong in his view that Apple would never offer a smaller tablet product to the market as he felt it would provide less benefit to consumers. To properly assess whether or not Apple did in fact make the correct decision, the rationale behind the decision must be analyzed. As part of the analysis: the market structure, cost factors, competitive position, nature of product demand, and strategic vision will be scrutinized.
FIRM, BRAND, LIFESTYLE
Under the direction of one of the most visionary CEOs of the modern era, Steve Jobs, Apple was able to completely revolutionize the way that consumer electronics are perceived, purchased, and manufactured. It started with a completely different concept of consumer preferences and has ultimately ended with the most valuable
Bibliography: *