Brand Management Across Geographic Boundaries and Market Segments

Good Essays
Topics:
Brand Management across geographic boundaries and market segments
The "Apple Halo"
Apple's encouragement of differentiation between product designs and its promotion of secrecy around new product launches heightens the Apple mystique. These create the Apple "halo effect," where a buyer of one Apple product has a high probability of returning to Apple for other products as well.

Apple's has emphasized its unique retail stores through design for several of its flagship locations as well as tailoring the retail experience to include product "test drives", classes and workshops geared teaching users about its products. With relatively light presence in lower-margin, higher-growth geographic areas, Apple will experience less of its halo effect and reduced product/brand recognition, lowering sales potential. With China and India estimated to make up about 66% of PC market growth through 2010, this could be a significant challenge for Apple.

Competition
Against the Mac:
Apple's position is improving in the worldwide PC market; the Mac still represents a small fraction of the overall PC market. Apple enjoys a unique advantage of having something of a niche market without needing to compete directly with Hewlett-Packard Company (HPQ) and Dell (DELL) and Microsoft (MSFT) operating systems for enterprise endorsement.

Against the iPod:
Although Apple remains the industry leader in PMPs, the competition is making significant gains. The popularity of flash-based PMPs is problematic for Apple, which has much stronger market presence in hard-drive based (HDD) players. To combat this, Apple may release a new flash-based line of players.

Apple in the Living Room
Apple’s iPod and iTunes are a powerful combination that fosters a network style of increasing returns. By selling iPods, Apple increases the consumer demand for music from iTunes. By placing more musical choices on iTunes there is more demand for iPods. Apple is shooting for the digital living room of

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Market Segments

    • 405 Words
    • 2 Pages

    Market Segment. Three good ways to define market segments: (1) Who the customers are; (2) Where they are; (3) How they behave. How does each of these definitions apply to you? Name three market segments of which you could belong. Why? What products or services are you being targeted for? Some of the best ways to define a market segment are: Identifiable: The process should identify one or more relatively homogeneous groups of prospective buyers with regard to their wants and needs and/or…

    • 405 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Market Segment

    • 1345 Words
    • 6 Pages

    Market Analysis Summary Classic Cuts will focus on the professional male. An Internet study revealed that 85% of professional men had personal hair grooming services performed during the workday. The space at The Mall fits the demographics for our business. Applied Geographic Solutions estimates that 59,251 people live within a three-mile radius of our facility and 42,759 work there. They estimate 161,848 live within a five-mile radius and 109,867 works there. There are 15 business parks totaling…

    • 1345 Words
    • 6 Pages
    Good Essays
  • Good Essays

    Market Segments

    • 545 Words
    • 3 Pages

    4) Professionals in media and design. The first two groups do overlap, but it's a huge market. Way bigger than 5% or whatever. Apple's problem is not really pricing. These are the same people who pay $500 to get seats that warm up your behind. Apple's problem is the status quo. People who should consider macs don't, because of a stigma of incompatibility that developed in the 90's. Apple's market share and success will grow in the next ten years for the simple reason that our generations…

    • 545 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Market Segment

    • 525 Words
    • 3 Pages

    . 1.What is the market segments targeted? Market segment targeted that the company create the different marketing campaign that will satisfy to the different customer’s need. Therefore, business should be flexible with their service or product for keeping changing their product to match with the customer’s need. So the market segmentation will be able to build the loyalty relationship that will motivate the customer to buy the product or service again. According to the video case, Marriott Corporation…

    • 525 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    Market Segment

    • 367 Words
    • 2 Pages

    How are target markets selected? The selection of target markets is the second major phase of the STP process, as shown in the diagram below. (Where STP stands for segmentation, targeting and positioning.) As shown, firms initially segment the market and, as part of this process, construct segment profiles for each segment. Included in a segment profile is a detailed description of the segment, along with various size and profit measures. Using this information in conjunction with the firm’s…

    • 367 Words
    • 2 Pages
    Good Essays
  • Good Essays

    market segment

    • 495 Words
    • 2 Pages

    5. *THE IDENTIFIED MARKET SEGMENT(S) SHOULD VICTORIA MUSEUM PURSUE AND THE DERVICE THAT WILL BE OFFERED TO THE MARKET SEGMENT(S): Demographic/ socioeconomic segmentation is a good target for Victoria Children’s Museum(VCM). demographic/socioeconomic segmentation focuses on gender, age, income, occupation, education, household size, and stage in the family life cycle. In this case we choose local families, which is a good target market that most of the competitors have not offered yet.…

    • 495 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    market segment

    • 2196 Words
    • 9 Pages

    C. Extenal Data Table 1 Direct Foreign Tourist Arrival to Bali by Nationality Period 2008 – 2012 NATIONALITY 2008 2009 2010 2011 2012 Australia 308,698 446,042 647,872 790,965 823,821 Afganistan 52 27 52 24 29 Buthan 29 48 52 56 34 Bangladesh 893 1,032 1,431 1,977 1,716 Fiji 85 141 151 159 657 Hongkong 12,905 9,370 15,172 21,968 27,426 India 26,557 30,813 40,777 50,435 46,632 Iran/Teheran 2,536 3,441 7,098 9,002 9,635 Japan 354,817 319,473…

    • 2196 Words
    • 9 Pages
    Powerful Essays
  • Powerful Essays

    market segment

    • 716 Words
    • 3 Pages

    Market segment is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs and this is also a the process of dividing a market into meaningful groups that are relatively similar and identifiable .The purpose of segmentation is to enable the marketer to tailor the marketing mixes to meet the needs of one or more specific segments. Market segmentation helps the firm to identify the customers’ needs more accurately and precisely, and it…

    • 716 Words
    • 3 Pages
    Powerful Essays
  • Better Essays

    Market Segments

    • 1375 Words
    • 6 Pages

    The company’s mission is focused on marketing specialty inventory software products to over 1,200 VARs that sell in vertical markets. Each market is distinct and serves a particular specialty industry. In addition to the software, Bradley will sell the inventory data collection hardware that will operate the software. Customarily, VARs who sell to these vertical markets focus solely on the industry 's distinctive product line or service. Though their customers have inventory controls needs, these…

    • 1375 Words
    • 6 Pages
    Better Essays
  • Satisfactory Essays

    Market Segment

    • 259 Words
    • 2 Pages

    MARKET SEGMENTATION HISTORY CUSTOMER EXISTING CUSTOMER IN EXISTING STORE PRODUCTS TESCO PRIVATE LABEL Ain` Shamimi bt Arifin 2012615126 JACK COHEN Founded in 1919 in U.K as a group of market stalls Why Tesco is Tesco? In 1924, Cohen purchased a shipment of tea from T. E. Stockwell and combined those initials with the first two letters of his surname (COHEN) In 1929, first Tesco opened in Burnt Oak, Middlesex and it grows worldwide. TESCO IN MALAYSIA Tesco Stores (Malaysia) Sdn. Bhd. was established…

    • 259 Words
    • 2 Pages
    Satisfactory Essays