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  • November 2012
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Marketing Course Work


Tutorial Group: T9
Word Count: 2,113
Group Members:
Muhammad Inaam Mohamed (H00143398)
Jessica Jacob Chackoria (H00145350)
Raquibur Rahman Bahar (H00120395)
Nikky Morwani (H00115353)
Anayat Khan
Submission Date: 25 October 2012

I. Introduction 3
II. Product3
III. Innovations 3
IV. Pricing 5
V. Market Analysis 5

VI. SWOT Analysis7
VII. Advertising 7
VIII. Branding 7
IX. Conclusion 9
X. Reference 10
XI. Bibliography 12


The following report discusses the strategies, planning, development process and the innovativeness of iTunes and more, through the years to establish itself as one of the most powerful digital software that revolutionized the music and Smartphone industries. It all began in the year 2000 when Steve Jobs, Apple’s iCEO purchased SoundJam MP, powerful digital encoding software and immediately set to work on the app. As a result, In Jan. 9 2001, iTunes 1 debuted as a music player. Csikszentmihalyi and Rochberg-Halton (1981 – 1998) found that “Youth tends to value objects that are associated with action and experience, eg: music, sports equipment, pets and vehicles.” Apple seemed to have exploited this finding when it designed iTunes and soon after, the iPod.


On 28 April, 2003 as part of iTunes 4, Apple launched iTunes online music store, which permits the user to purchase or even rent digital content. Apart from music, iTunes also offers MOVIES, PODCASTS found in genre inside iTunes, podcasts are different form of Internet radio, and users can download files anytime and listen to these for free. It covers a wide range of subjects like business, politics, sports, TV and film, technology where as in AUDIOBOOKS an user can search the iTunes correspondent of books on tape, audio books can go on for 60...

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