Apple Essay
| Marketing Essay on Customer Value Proposition | Marketing Essay on Customer Value Proposition, analysis of Apple Inc. Its growth and adoption of Customer Value, Branding and Experience. |
12/3/2011 |
Contents Introduction 3 Research 3 Early Apple 3 Product Extensions 4 Digital Media 6 Growth and Market Share for Apple 8 Mobile and Entertainment Era 8 Post Steve Jobs 9 Competition 9 Customer Segmentation 11 Product Positioning 11 Customer 13 Place 13 Convenience 14 Pricing Strategy 14 Cost 15 Promotion 15 Communication 15 Positioning 16 Process 16 Apple Brand 17 Branding Strategy 17 Conclusion 18 Recommendations 18 Appendix 19
Introduction
Customer Value proposition for a business defines the relationship between the buyer and seller, the seller knowledge of the customer needs and values, helps develop the value chain to service a particular need. Customer Value proposition (CVP) is also defined as a process to differentiate in the competitive market, sending across the message which the company builds with the customer. The CVP is understood and defined by Porter M (2004) as where the seller can create value with the help of reputation, advertising, packaging, appearance, product features, and information provided about these products. Since the buyer is not fully aware of the seller capabilities and the buyer understands only the signals of value, this ambiguity offers the seller to create perceived value and integrate its various operations and productions to the said value. It is based on this value that companies build their longer term association with the customer or the Brand Value.
In our discussion below we have discussed Apple Inc., its history, growth and operations in the United States to understand the various processes and strategies it adopted over time to create the brand its stands today.
Research
Apple Inc. has been through a long journey, starting in late 1970s. The
12/3/2011 |
Contents Introduction 3 Research 3 Early Apple 3 Product Extensions 4 Digital Media 6 Growth and Market Share for Apple 8 Mobile and Entertainment Era 8 Post Steve Jobs 9 Competition 9 Customer Segmentation 11 Product Positioning 11 Customer 13 Place 13 Convenience 14 Pricing Strategy 14 Cost 15 Promotion 15 Communication 15 Positioning 16 Process 16 Apple Brand 17 Branding Strategy 17 Conclusion 18 Recommendations 18 Appendix 19
Introduction
Customer Value proposition for a business defines the relationship between the buyer and seller, the seller knowledge of the customer needs and values, helps develop the value chain to service a particular need. Customer Value proposition (CVP) is also defined as a process to differentiate in the competitive market, sending across the message which the company builds with the customer. The CVP is understood and defined by Porter M (2004) as where the seller can create value with the help of reputation, advertising, packaging, appearance, product features, and information provided about these products. Since the buyer is not fully aware of the seller capabilities and the buyer understands only the signals of value, this ambiguity offers the seller to create perceived value and integrate its various operations and productions to the said value. It is based on this value that companies build their longer term association with the customer or the Brand Value.
In our discussion below we have discussed Apple Inc., its history, growth and operations in the United States to understand the various processes and strategies it adopted over time to create the brand its stands today.
Research
Apple Inc. has been through a long journey, starting in late 1970s. The