Iphone Vrio Model
Apple Inc.
Case Study # 1 iPhone [pic]
Professor Chug-Shing Lee
BUSA 499 Capstone
October 1, 2008
Analysis Conducted By Apex
[pic]
Ryan Boykin
Ashley Fiorini
Lance Tanaka
Matt Webb
Executive Summary
Apple has demonstrated that innovation can lead to market dominance with products like the iPod. With products such as this, Apple has developed a brand that has built a customer base with astonishing loyalty. According to Business week, Apple was thirty third for top brands in the world. (Businessweek.com, 2007) Since they have developed innovative products with intuitive designs it has helped establish it as the premiere business for handheld electronics. Over the past few years Apple turned its eyes on the cellular phone market which created some issues that our team has been able to identify. Team Apex discovered that the current price did not appear appropriate for the target market. At present the current marketing for most of Apple’s products seems to be for a more youthful and technologically advance demographic. It is difficult to imagine the target market being able to afford the iPhone. This demonstrates that Apple’s target market may not be the right one for the current iPhone. Apple has had success over the past few years with mass production of electronic devices and would appear reasonable for them to exploit their brand to its full potential by developing new products. Currently Apple creates immense value for their consumers by offering products that are difficult to imitate. Unfortunately, this will not stop current and possibly new companies from copying Apple’s success by developing similar products and launching similar target methodologies. One way Apple has continued to be successful is by staying ahead of their competition and keep up on a constant stream of new products. When entering the cellular phone market Apple is facing numerous competitors and must offer a product that is unique to
Case Study # 1 iPhone [pic]
Professor Chug-Shing Lee
BUSA 499 Capstone
October 1, 2008
Analysis Conducted By Apex
[pic]
Ryan Boykin
Ashley Fiorini
Lance Tanaka
Matt Webb
Executive Summary
Apple has demonstrated that innovation can lead to market dominance with products like the iPod. With products such as this, Apple has developed a brand that has built a customer base with astonishing loyalty. According to Business week, Apple was thirty third for top brands in the world. (Businessweek.com, 2007) Since they have developed innovative products with intuitive designs it has helped establish it as the premiere business for handheld electronics. Over the past few years Apple turned its eyes on the cellular phone market which created some issues that our team has been able to identify. Team Apex discovered that the current price did not appear appropriate for the target market. At present the current marketing for most of Apple’s products seems to be for a more youthful and technologically advance demographic. It is difficult to imagine the target market being able to afford the iPhone. This demonstrates that Apple’s target market may not be the right one for the current iPhone. Apple has had success over the past few years with mass production of electronic devices and would appear reasonable for them to exploit their brand to its full potential by developing new products. Currently Apple creates immense value for their consumers by offering products that are difficult to imitate. Unfortunately, this will not stop current and possibly new companies from copying Apple’s success by developing similar products and launching similar target methodologies. One way Apple has continued to be successful is by staying ahead of their competition and keep up on a constant stream of new products. When entering the cellular phone market Apple is facing numerous competitors and must offer a product that is unique to
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