MKT364 Case Study: Analyzing Apple's Marketing Management Strategy

This case study examines Apple's marketing management strategies in the face of intense competition from companies like Samsung, Spotify, Microsoft, and Sony. It highlights how Samsung's Galaxy series impacted iPhone sales, and how Spotify challenged iTunes' dominance. The analysis also to...Read More

Running head: CASE STUDY IN MARKETING MANAGEMENT
CASE STUDY IN MARKETING MANAGEMENT
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CASE STUDY IN MARKETING MANAGEMENT
IPhone is considered to be the most significant products of Apple. However, in the
domain of smart phones Samsung is regarded as its toughest competitor. Several Smartphone
products specifically the Samsung Galaxy S series released in the year 2010 is held accountable
for the considerable reduction in the sale of iPhone 4 during that year (Kohl, 2013). In recent
years, Samsung has successfully emerged as one of the largest and immensely commercial and
profitable tech organizations catering both Asia and other nations across the world.
Drawing similarities with the range of smart phones, Apple’s iPad is considered to be the
leading tablet dominating the US region, but there arises a tough competition than ever. Samsung
tablet 7, comprising glossy glass back, quad speakers and ‘S’ pen, was considered as a handy
tablet for the tech savvies(Arthur, 2014).
The global mobile application market reports that in spite of iTunes immense popularity
in the personal individual libraries, Spotify launched in 2008 conquered a major section of Apple
market. Spotify, offered users a complete control over their genre of music with a tie up with
popular social network domain that is Facebook (Porter & Heppelmann, 2014). Unlike Apple,
through Spotify, users were able to access over 8 million tracks online without any charges.
The past few decades have witnessed a massive competition between two major
operating systems in the technology domain namely apple and android. Android, originating
from Google in 2005 that is a Linux based operating system is referred relatively as an open
source. It must be noted that, the Android OS has been dominating the market with a range of
87% whereas; the iOS system has been positioned at a distant subsequent to Android at over
10% in 2008 (Wang & Shin, 2015). However, recently it has been witnessed that Android has
noticeably conquered a major section of the tech market.

CASE STUDY IN MARKETING MANAGEMENT
However, Apple earphones were considered to have an exceptional sound clarity and
quality, but the past few decades have been noticing other brands focusing on occupying its
leading position. Among few brands, one of the popular brands to have managed to take the
position is Sennheiser(Cecere, Corrocher & Battaglia, 2015). Sennheiser is referred as the
leading headphone brand that is accountable for over 60% of the prominent product sales
(Gerpott, Thomas & Weichert, 2013). This increasing and demanding purchase is largely
because of its high quality HD Pro over ear product that is considered the most purchased
headphones on online shopping sites.
Samsung being Apple’s biggest competitor has been launching several retail stores
known as Samsung Experience Store across the world. Starting from the thrill and excitement of
the Virtual realism with Samsung Galaxy series, the tech savvy consumers can experience
everything under one single roof (Kohl, 2013). The effective team performance of Samsung
Empowered partners also known as STEP was purposefully designed to motivate the mutual
success that had been enhancing in the tech market during that period (Porter & Heppelmann,
2014). Samsung experts are believed to motivate and offer productive thoughts, views, and
technical expertise along with persuasive marketing strategies through detailed and effective
training programmes.
Apple’s biggest and vital competitor, Microsoft is regarded as a significant contributor to
the IT domain. The organization is responsible in developing as well as manufacturing computer
hardware and software products. In recent times, over 90% of computers both desktops and
laptops are incorporated with Microsoft software (Wang & Shin, 2015). However, it is unlikely
to mention that Microsoft has successfully achieved an immense rate of success in the past

CASE STUDY IN MARKETING MANAGEMENT
decades. Furthermore, several Apple owned Mac desktops function on operating system of
Microsoft.
Sony had reportedly given a considerable stiff competition in the domain of iPod (Porter
& Heppelmann, 2014). The Sony NW-A810 a high end model digital player launched in 2007
with its unique features and amazing sound quality led the organization conquer a major section
in the music system domain of the tech industry.

CASE STUDY IN MARKETING MANAGEMENT
References
Arthur, C. (2014). Digital wars: Apple, Google, Microsoft and the battle for the Internet. Kogan
Page Publishers.
Cecere, G., Corrocher, N., & Battaglia, R. D. (2015). Innovation and competition in the
smartphone industry: Is there a dominant design?. Telecommunications Policy, 39(3-4),
162-175.
Gerpott, T. J., Thomas, S., & Weichert, M. (2013). Characteristics and mobile Internet use
intensity of consumers with different types of advanced handsets: An exploratory
empirical study of iPhone, Android and other web-enabled mobile users in
Germany. Telecommunications Policy, 37(4-5), 357-371.
Kohl, L. (2013). Google Vs. Apple. GRIN Verlag.
Porter, M. E., & Heppelmann, J. E. (2014). How smart, connected products are transforming
competition. Harvard Business Review, 92(11), 64-88.
Wang, J., & Shin, H. (2015). The impact of contracts and competition on upstream innovation in
a supply chain. Production and Operations Management, 24(1), 134-146.

CASE STUDY IN MARKETING MANAGEMENT