Marketing SLP Target Market Brand Case Study

Pages: 4 (1106 words)  ·  Style: APA  ·  Bibliography Sources: ≈ 2  ·  File: .docx  ·  Level: Master's  ·  Topic: Business - Advertising

SAMPLE EXCERPT . . .

Strengths

Strong Brand

Innovation

Heavily Capitalized

Customer Loyalty

Weaknesses

Environmental Supply Chain Issues

Human Rights Issues in the Supply Chain

Internal Management Issues

Opportunities

Grow Market Share

Find New Product Niches

Continue to Diversify Current Product Mix

Threats

Competitive Industry Pressures

Negative Publicity

Imitation

V. Competitor Analysis

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Apple faces fierce competition in all of the various markets in which it operates. For example, in the PC market and accessories, many companies offer similar products. In this market Apple must compete with major market players such as IBM, Dell, HP and Toshiba. There is also a big opportunity in the online media market as a media provider, Apple's iTunes and iPod face pressure from Netflix and other streaming services that are now gaining in popularity. In regards to the smartphone market, the iPhone also faces a high level of competition and Apple is continually competing with companies such as Motorola, Palm, Blackberry, and number of manufactures that have all devoted their operating systems to the Android-Based platform. In each of these markets, Apple's key to success so far is that it has been to differentiate its products and services so that they add value to the consumer, either through brand power or functionality, at offer superior value to the consumer.

VI. Environmental Analysis

Porters Five Force Model

Current Rivalry

TOPIC: Case Study on Marketing SLP Target Market Brand Assignment

Apple's currently rivalry is significantly high; both with the most recently Android-Based phones and the PC world with the introduction of the Windows 8 brand tablets, smartphones, and PCs. With regard to the PC industry, price competition has become one of the dominant factors which makes Apple vulnerable since it is more of a luxury item.

Threat of New Entrants

Apple operates on so many different fronts that the threat of entrants is pretty high; although Apple barely ever knows from which direction. There are many high-tech firms that are constantly innovating and putting pressure on Apple's product mix.

Bargaining Power of Suppliers

Apple's bargaining power with suppliers is relatively high. Apple's current suppliers are behooved to Apple for a core of its business. Therefore, Apple can virtually dictate terms to its suppliers.

Bargaining Power of Buyers

The bargaining power of buyers is high with the exception of those that are locked-in to the Apple platform. The switching costs to some consumers that are only familiar with the Apple platform might prevent them from considering substitute products.

Threat of Substitute Products

Apple's products are very well differentiated from the rest of the market and this is their niche. However, Apple must continue to perpetually innovate to be able to maintain this niche.

VII. Conclusion

Apple is definitely one of the world's premier brands. Its international marketing program will represent the success or failure of it continued growth as its domestic market has become well saturated. Apple must maintain a unified message across cultural boundaries yet offer some flexibility to appeal to regional preferences. However, Apple's appeal, through differentiation, is pretty universal and there should not have to be much customization in the international marketing plan.

Works Cited

Bora, K. (2013, November 6). Is Apple's China Strategy Paying Off? Report Says Company Beat ZTE To Enter The Top 5 In Chinese Smartphone Market. Retrieved from International Business Times: http://www.ibtimes.com/apples-china-strategy-paying-report-says-company-beat-zte-enter-top-5-chinese-smartphone-market

Gannes, L. (2011, October 18). China Now Accounts for 16% of… [END OF PREVIEW] . . . READ MORE

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