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Apple Ipod Case. ... At first sight: The first impression of this case study shows that
the iPod story seems to be a great success for the Apple Company. ...
IPOD case study. When Apple first entered the mobile music market in September 2005
with their partnership announcement between Motorola and Cingular Wireless ...
... On top of getting a special edition black case/red Click Wheel iPod with the ... of
U2’s digital box set consisting of 400+ tracks via Apple’s iTunes ...
... It is advised that Apple Ipod add an extra feature to their current ... Kit Belkin Battery
Pack 20GB/30GB or 40GB/60GB iPod Carrying Case World Travel ...
... 30GB or 40GB/60GB iPod Carrying Case World Travel Adapter Kit Bose SoundDock iPod
Stereo Connection Kit USB 2.0 + FireWire Cable References: 1. www.apple.com 2 ...
Submitted by psypsy on May 6, 2008
Category: Technology
Words: 2219 | Pages: 9
Views: 280
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Marketing Management
2007
Apple iPod
Case Study
Table of contents
1 ANSWER TO QUESTION 1 1
1.1 HOW WOULD YOU DEFINE THE MARKET FOR THE APPLE IPOD? WHICH ARE THE RELEVANT EXISTING AND FUTURE COMPETITORS? 1
2 ANSWER TO QUESTION 2 1
2.1 HOW WOULD YOU DEFINE APPLE’S COMPETITIVE ADVANTAGE? 1
3 ANSWER TO QUESTION 3 2
3.1 HOW IMPORTANT IS CUSTOMER LOYALTY FOR APPLE? 2
3.2 WOULD YOU RECOMMEND A STRICT EXIT STRATEGY FOR ITUNES, IF THE PROFIT PER TRACK OF 10 CENTS WILL GO DOWN TO ZERO EVEN NEGATIVE? JUSTIFY. 2
4 ANSWER TO QUESTION 4 3
4.1 DEVELOPMENT OF A PERCEPTUAL MAP 3
4.2 WOULD YOU LIKE ADDITIONAL DATA? 4
5 APPENDIX 6
6 REFERENCES 9
Table of Tables
Table 1 Marketing questionaire of portable Mp3 players ranked for importance 3
Table 2 Score table for iPod according to ‚Importance’ 6
Table of Figures
Figure 1 Perceptual map 1 : Price vs. Portability 7
Figure 2 Perceptual map 2: Price vs. battery endurance 7
Figure 3 Perceptual map 3: Price vs. Special file formats 8
Figure 4 Price determination according to Van Westendorp 8
1 Answer to Question 1
1.1 How would you define the market for the Apple iPod? Which are the relevant existing and future competitors?
The market for MP3 players was relatively young in 2004. The first iPod was launched by Apple in 2001, but there were several competitors in the market.
Apple holds a market share in selling MP3 players by August 2004 of 66%, totaling 10 million MP3 players. Therefore Apple holds the lion’s share of the market for MP3 players. With the highest quarterly revenue in a decade as well as large profits Apple is on the roll.
The relevant existing competitors in 2004 are:
- Dell,
- Sony,
- Virgin...
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