Apple Inc.: a marketing analysis case study

  • Title: Apple Inc.: a marketing analysis case study
    Author: Nagamia, Namira Kausar
    Year: 2015
    Keyword(s): environmental scanning, market segmentation, Apple
    Description: Apple has been at the leading edge in the electronics industry ever since the launch of its first product. In addition to showing good market and financial performance the company has also demonstrated socially responsible behavior towards its employees and the environment. This case study exemplifies how the principles of environmental scanning and market segmentation can be systematically applied to Apple’s various product lines. Specifically, the influence of economic and competitive factors on Apple’s marketing has been discussed. Further, income levels (demographic) and life stage (socio-cultural) factors in order to study consumer behavior have been applied to arrive at key market segments for the company’s products such as IPods, IPads, IPhones, and MacBook/IMac.
    Peer Reviewed: Yes
    Type of Item: Undergraduate Papers
    Publication Information: Nagamia, Namira. "Apple Inc.: A Marketing Analysis Case Study." MUSe 2, no. 1 (2015). https://journals.macewan.ca/index.php/muse/article/view/216
    Language: English

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