Report on Apple Company Essay Example | Topics and Well Written Essays - 2500 words

Report on Apple Company - Essay Example The company has been successful in the recent years and has even managed to attain leadership in the global market. Among other factors, the successful performance of the company has been driven by its efficient business and marketing strategies. This paper suggests that the company’s business and marketing strategies are also going to influence its performance in the future. Therefore, by addressing the current business and marketing strategies, a potential investor can have a clear picture of the company and can apply the information in making an effective decision on whether to invest in it or not. The business strategies addressed in the paper that are adopted by Apple are product development and product proliferation approaches. The marketing strategies addressed are Apple’s segmentation, target market and positioning strategies as well as the company’s marketing mix. Based on the analysis, Miguel and his co-workers can make wise decisions on whether their c ompany, Tech-Shield, should invest in Apple Inc. Table of Contents Summary ii Table of Contents iii Apple Inc. 1 1.0 Background 1 2.0 Business Strategy 1 Figure 1.0 Use of iTunes 2 Figure 2.0 Some of Apple’s innovative products 3 3.0 Market Strategy 5 3.1 Segmentation, Target Market and Positioning 5 3.2 Marketing Mix 6 3.2.1 Product 6 3.2.2 Price 7 3.2.3 Place 8 3.2.4 Promotion 8 Figure 3.0 Strategy of Promotions 9 4.0 Summary of SWOT Analysis 9 Table 1.0 Apple’s SWOT Analysis 9 5.0 Conclusion 10 6.0 Work cited 12 List of Figures Figure 1.0 Use of iTunes 2 Figure 2.0 Some of Apple’s innovative products 3 Figure 3.0 Strategy of Promotions 9 List of Tables Table 1.0 Apple’s SWOT Analysis 9 Apple Inc. 1.0 Background Apple Inc. is a leading multinational corporation that produces computers, computer software, commercial servers and consumer electronics. Headquartered in Cupertino, California, Apple was founded in 1979 by Steve Jobs and his colleagues. The co mpany has developed a huge portfolio of products, which have successfully penetrated the global market, such as Mac line of computers, iPhone series, iPad series and iPod series among others (Lamido, 2013). Apple Inc. operates in a highly competitive market comprising of well-established manufacturers of consumer accessories and electronics, such as IBM, HP, Dell, Microsoft, Toshiba, Samsung, Nokia, LG and Google. Arguably, the high level of competition has prompted Apple Inc. to intensify its business and marketing efforts in the recent years. Among other efforts, the company’s efficient business and marketing strategies have steered at to attain leadership in the global market (Katie, 1). Arguably, any factor that may influence the performance of an organization in the future is of fundamental interest to potential investors. This paper addresses the business and marketing strategies of Apple as the principal among the factors that will influence its performance in the futu re. The paper aims at giving a clear picture of the performance of Apple in the two areas to Miguel and his co-workers so that they can make a wise decision on whether their company, Tech-Shield, should invest in Apple Inc. 2.0 Business Strategy Apple Inc. has been using a combination of product development and product proliferation strategies to gain  a competitive edge in the global market (Besanko, Dranove and Shanron, 47). Product development refers to the process of innovating new or better products or services to replace old ones (O’Grady, 37). Apple has attained leadership in its target market mainly through continuous innovation of unique products. Apple created iPods and iTunes and by 2003, it had made them available in Microsoft Windows version. Consequently, demand for these products skyrocketed and propelled the revenue for the company to

UK Childrenswear Sector Essay Example | Topics and Well Written Essays - 1500 words

UK Childrenswear Sector - Essay Example According to the statistics, the value sector in 2006 accounted for 35.9% of all UK childrenswear sales, whereas the total clothing market accounted for 23.6% and it is estimated that the growth can increase further. The slow growth rate of Childrenswear in UK can be attributed to the factors like, slower birthrate in UK and the rapid growth of the value market in childrenswear. In spite of the overall sector growth, only the value and low-price fashion retailers have exhibited a continuous growth. Of the nine leading childrenswear retailers in UK, only seven that have a value or low price fashion positioning have gained market share between 2002 and 2007. Under traditional mid market retailers group, the market leaders like Next and Debenhams have only gained the equal share in market. The UK childrenswear market can be considered as the clothing supplier sector for the children under the age of 15 years. This sector produces or promotes the categories like infant clothing, toddler clothing, kids wear- girls clothing boys clothing, sports clothing, night wear etc., The childrenswear have experienced a risen value of 13.1% from 2001 to 2005 worth of PS6.3bn. The price deflation in UK has also influenced the childrenswear market, due to the increasing number of supermarkets and value retailers. However, the retailers like ASDA, Primark, Tesco have concentrated much on childrenswear rather than other non food sales. During this period these giants have concentrated much on pricing which have created a pricing strategic war in the childrenswear sector. In order to sustain and make a competitive position in the market, many other retailers have to follow the leader strategy, by cutting down the prices. Also the recent raise in the UK birth rate have also contributed rise for the baby wear sales In the recent years the UK retail childrenswear market have become a value conscious market trying to observe value through out the supply chain. Also the market is trying to impress the customer through various innovative and technology oriented services like creating email lists etc., rather than regular promotions. The UK market has become more product and brand led allowing the retailers to keep their own labels and to establish their exclusive lines of sales. This has gained a marked success over the supermarkets and value retailers who tend to focus on non branded items. The trend of success led the market to concentrate on the pricing. The childrenswear market is driven by 3 types of consumers. 1. Parents, 2. Children, 3. Non Parents who want to gift. Parents always wants the best and stand out look for their kids, which can hinder the market share of the non innovative product suppliers. People began to look for 'latest and unique fashion' for their kids. Though the female population under-15 years age is smaller than the male, the Childrenswear market have experienced a growth for Girls wear than the boys wear. This difference can be attributed to the behavioural and attitudinal differences between consumer behaviour of male and female. Girls do maintain an extensive wardrobe and are also much fashion consciousness, and can make high purchase with the changing trends. The girls' wear market in the UK shows some characteristics when divided on the basis of age group: under-nines and above-nines. Under-nines can be classified and targeted for more traditional children's