Apple Inc.: a marketing analysis case study
Author
Faculty Advisor
Date
2015
Keywords
environmental scanning, market segmentation, Apple
Abstract (summary)
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.
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
DOI
Notes
Item Type
Student Article
Language
English
Rights
All Rights Reserved