Product and Service Development: A Case Study of Apple Inc. (Report)

This report provides a comprehensive analysis of Apple Inc.'s product and service development strategies. It begins with an overview of the new product development process, including idea generation, screening, concept development, market strategy, business analysis, product development, test marketing, and commercialization. The report then assesses the product life cycle of Apple products, specifically focusing on the iPhone SE, and examines its introduction, growth, maturity, and decline stages, considering the product's life cycle. Furthermore, the report evaluates product line management choices and proposes a marketing strategy for the iPhone SE, incorporating the 7 Ps of marketing and addressing market opportunities, distribution, and financial aspects. The analysis includes market testing, product launch considerations, and a pitch for the iPhone SE, considering market dynamics and competitive forces. The report also incorporates Porter's five forces model to analyze the competitive landscape within the global mobile industry.

Product & Service
Development

INTRODUCTION
New commodity and work are the soul and essential thing for organizations for their general
turn of events and it isn't discretionary as it is significant for the benefit and development of
business and also helps in growth and development of company. Market and innovation is ever-
changing with blistering measure and which additionally brings about reception of new changes
just as techniques inside the business division (Tukker and Tischner, 2017). With changing
timeframe, new items just as administrations have been acquainted which has driven with by and
large turn of events and new chances. To carry forward this report, Apple Inc. is considered
which an American international company is headquartered in California. The report is going to
cover the development stages of new product and services and life cycle. Along with this, a pitch
is developed for the specific product regarding the market opportunities, 7 P’s, Porter’s five
forces and financial overview.
TASK 1
Explain and apply the process in the development of products and services and the levels of
customer integration
Development of new items isn't an extravagance yet a need. Firms need an unending
flexibly of new items to compensate for the ones that decay and grow dim. The inability to
dispatch new items and improve the current ones makes a firm powerless against decay. Few
stages of NPD are mentioned below:

Illustration 1: THE NEW
PRODUCT DEVELOPMENT
PROCESS (NPD) – OBTAIN
NEW PRODUCTS
(THE NEW PRODUCT DEVELOPMENT PROCESS (NPD) – OBTAIN NEW PRODUCTS,
2020) Idea generation: It has been investigated that the majority of the business associations
that are managing an innovation industry are consistently propelling distinctive scope of
items and with the assistance of overhauled mechanical advancements (Burton and et. al.,
2017). Similarly supervisory crew of Apple is anticipating grow its business with a
thought of propelling another item (cell phone) which will convey top of the line
overhauled highlight to turn into the leader of innovation industry. Idea screening: This is viewed as the second stage of new item advancement process,
where colleagues of the organization explicitly convey their proposals according to
propelling another item or adjusting the current one (Trevisan and Brissaud, 2016). As far
as Apple, there were various individuals with in supervisory crew that were not thinking
about propelling the new item and referenced that organization isn't in the situation of
propelling a high and item due to various issues like money related position, etc. Concept development and Testing: Apple's R&D group has thought of abundant number
of thoughts of propelling another item where the best appropriate one was thought of and

group explicitly conceded to propelling the primary telephone to accompany a 10x
optical long range focal point, which lets clients to get a lot nearer to the subject with
little misfortune in quality. Market strategy development: Subsequent to choosing the item, which Apple is going to
dispatch. There were various errands given to two distinctive colleagues having a place
with the organization to adequately direct examination so as to build up a procedure to
reach to the ideal objective which is to become leader of innovation industry at
worldwide level. Likewise, the others are given with some data to lead promoting blend
thinking about 7 Ps. Business analysis: Other colleagues were given with a scope of assignments like
directing porter's five forces model so as to break down the seriousness inside global
market of versatile industry (Johansson, Raddats and Witell, 2019). Counting this two of
the people having a place with the group has been solidified to lead examination
according to what ought to be the deals per unit consistently. Then again two of the
people were being given with the assignment to lead conjecture from 2015 to 2022 so as
to dispatch the iPhone SE in a viable manner. Product development: All the assembled data will be adequately dissected in which
period of new item advancement where it will be necessary by the colleagues to locate an
appropriate method of making for building up the item dependent on the necessities of
clients and current patterns followed by the business (Morgan, Anokhin and Wincent,
2019). This will adequately lead Apple to mull over of the ideal for the reasonable item
for propelling it at global market. Test marketing: Beta Interpretation of the part will be propelled for clients, where who
will charge nothing for using the item and this will adequately advantageous them to get
the criticism from clients so proper changes can undoubtedly be made in indicated time
period.
 Commercialisation: This is viewed as the phase where organization that is Apple will
viably take the choice comparable to the item whether it is required to be propelled inside
the market or not.

TASK 2
Assess the life-cycle stage of the products or services in a company’s portfolio
Product life cycle is the model which represents the various phases of the new item during
the procedure of development regarding its huge turn of events. In term of this, project which
company effectively continue with this experience round and typical as it assist them to operate
their item in most effective way without confronting any issue (Yang, Lee and Cheng, 2016).
The item which has been picked is Apple iPhone SE professional. Additionally, it incorporates
five phases which are referenced beneath:
Figure 1: Product Life Cycle
 Introduction: Currently Apple introduced its product named iPhone SE in various
colours as it is the new product and relies under introduction stage. It is classified by few
gross sales and slow maturation (Yu and Sangiorgi, 2018). The new product of Apple is
an attempt to rise consciousness and wealth and also promotes the CSR. Along with this,
merchandise is importantly different from other iPhones and comes with various lavish
and smart features that are more convenient for users.

 Growth: The AirPods of Apple are at the growth stage as they are classified by numerous
income and accelerative activity share maturation. In relation with this, they are
introduced in market in December 2016 and promoted their product with the help of
advertisements considering aired superbowl 51. Moreover, many of the Apple users are
aware about the new AirPods.
 Maturity: iPhone 11 Pro itself at the maturity stage and involves at the slowing of total
industry sales and revenues (Sun and et. al., 2017). In terms of this, Apple consistently
develop iPhones over the years and its customers are well aware about the products and
repurchase it as they does not want to switch from brand and due to this, iPhones are at
maturity stage.

 Decline: The iPods of Apple are at decline stage as it leads to occur when the sales drops
and it happens with iPods because in the world of smart phones no one prefer iPod as
they have all their music in their phones.
Evaluate which appropriate product line management choices are required for individual
products or services
By considering the declining stage and product of Apple, respective company need to decide
to harvest them with some sort of innovation by offering new features in iPods that does not
available in their smartphones or leads to reduce the prices of iPods or marketing costs for
promoting them. In terms of this, Apple can make suitable innovation in iPods like the
"Portability" of music advanced at the same time with recording advances. A hundred years
prior, one could tune in to music just in the organization of artists. Step by step, gramophones,
radios, phonograph players and later, jukeboxes and cassette players, made music convenient
despite the fact that they were fixed (Witell and et. al., 2017). During this procedure, when the
whole worth chain interfacing the craftsman to the customer was moving, there were diverse
corporate on-screen characters entering and leaving from the monetary stage. In terms of this,
product line management decision is beneficial in order to offer opportunities in easy manner in
terms of attracting and retaining their customers and talent that helps in developing reputation for
company and also leads to develop strong position in order to develop and introduce new and
exciting product. Despite from this, it also have effective disadvantages with it as it is very
costly, in order to make innovation at the stage in order to make effective improvement
considering the suitable investment in market research and advertisement.

TASK 3
Design and pitch a product or service taking in to account market testing, product/service launch
and distribution
Market opportunity for the proposed product
iPhone SE, a top of the line updated variant of advanced mobile phones propelled by
Apple with additional common highlights would straightforwardly increase adequate number of
chances inside the worldwide market. There are various nations like United States and different
European plus Asian nations like Germany, India, Japan, etc, this particular item will handily
increase upper hands and give high contention to organizations like Samsung, Honor, etc.
Essentially America is one of the pivotal markets where, reference latent clients successfully
begin buying this item due to the special highlights with evaluated camera and uncommon
processor. Yet, because of numerous reasons like clashes among two nations (China and
America) may affect adversely on generally efficiency and gainfulness of Apple. With the
assistance of joining forces with different associations that are managing inside same industry,
Apple can without much of a stretch snatch a decent likely market.
Using models such as 7Ps, Proposed marketing strategy
Figure 2: 7 P's of Marketing Mix

 Product: Apple operates in broad range of merchandise offering and began devising
telephones substitution and afterwards that fabricates its media transmission arrange.
Right now organization bargains in wide scope of telephones by providing effective
highlights and choice as its emphasis on its iPhone SE that is a 5G double sim cell phone
with advanced scope of interest in advertise. Price: Pricing strategy of Apple is very one of a kind and it relies upon different variables
like its item run and financial states of the nation where they offer their item. As Apple
doesn't adhere to standard evaluating for their item, its value extend shifts as indicated by
the nation and request (Kitsios and Kamariotou, 2018). Place: Apple covers numerous nations as far as offer its items that is approximately 140
areas over the world. It gets simpler for Apple to offer its pristine item which is iPhone
SE with the assistance of internet platform stage as it helps in getting clients from
different areas. Promotion: Apple embraces numerous special exercises and methodologies which are
valuable in pulling in parcel of clients and furthermore helps in keeping up solid
customer base. Regarding this, organization utilize internet based life as it is in vogue and
most extreme individuals effectively utilize this stage which is anything but difficult to
advance its iPhone SE between them. People: It renders the conduct of personnel of Apple towards their clients and for this,
Apple put accentuation on the consumer loyalty, administrations and creating solid
dealings with clients as it assists in holding them for long timeframe (West and Di Nardo,
2016). In this, the director of Apple initiates up-and-comers by breaking down their
aptitudes and capacities to manage clients. Process: It describes the different structure by which Apple offering their administrations
like their conveyance framework which is through under the nearness of client so as to
pick up fulfilment, trust and confidence and when the item is conveyed then it turns into
the piece of what client is pay for.
 Physical appearance: It is reasoned as the huge elements as it assists in drawing in
greatest number of clients with the assistance of its bundling and outer quality of the item
and administrations like stimulating their shop and blessing pressing on the online stage.

In this manner, by considering the system of organization at the past occasions Apple use
intelligence of mouth that is not so much powerful however as per different changes separate
organization consider online networking so as to advance their item and doesn't set standard
costs at their item as the cost factor different as indicated by their locale and request. Other than
from this, so as to reach and give items to their potential clients’ organization utilizes both on the
web and disconnected strategy.
Synopsis of the competition and industry by using framework such as Porter’s 5 forces
analysis
Apple is presently rivaling different cell phone organizations like Samsung, Huawei,
OnePlus, Honor and a lot more and for this, the new result of Apple which is iPhone SE gives
extreme rivalry to these organizations as far as value, highlight and toughness. Alongside this
couple of powers that sway entire industry are assessed beneath:
Figure 3: Porter's Five Forces Threats of new entrants: The cell phone manufacture get over progressively serious and
intense for the new participants and it gets mind boggling by expanding the quantity of
cell phone clients and other area organizations and advances that incline toward cell
phones as opposed to utilizing work area and PCs (Mendes and et. al., 2017). In current
occasions numerous organizations like Tecno, Infinix and a lot more additionally join the
business by including the current contenders. In this manner, Apple creates itself as the
market chief inside the worldwide cell phone part after the Samsung and OnePlus.

 Threats of substitutes: The cell phone industry faces enormous measure of threat as far
as its items and administrations. As location are different secondary immediate like
workstations, work areas, tablets and some more. Cell phones can be the secondary of
these items and different organizations additionally offer cell phones at low costs and
improved choice that can get secondary for the brand-new result of Apple iPhone SE. Bargaining power of buyers: Inside the cell phone diligence the exchange intensity of
purchasers is advanced there are share of organizations that are available inside the
division and offering aforesaid choice and highlights in moderate costs with noteworthy
solidness (Scherer and et. al., 2016). As far as this, cell phone models has developed in
the marketplace as they are currently progressively reasonable since ancient period.
Subsequently, the focal point of Apple is towards amended client content and fulfilment
as it prompts hold them for individual timeframe. Bargaining power of suppliers: A cell phone need different elements like equipment and
programming considering applications, business, representation, outline, show,
photographic camera, electric battery and iOS and these are given by providers yet
because of enormous rivalry there are part of providers immediate in the issue who
offering these crude physical. In this manner, the exchange intensity of providers in low
as Apple can buy crude substantial from different providers. Competitive rivalry: The cell phone manufacture has immense measure of organization
as this segment is soaked by different organizations thinking about OnePlus, Samsung,
LG, Xiaomi, Lenovo, etc. The opposition among these organizations causes industry
more to increase as by this market turns out to be increasingly soaked (Haeberle and et.
al., 2016). In this manner, Apple is developed as the solid cell phone producer inside the
worldwide market based on rivalry.
Financial overview
Considering the previously mentioned promoting technique, Apple product for example
iPhone SE will be propelled in a large portion of the nations of the world. In view of the
underlying projection and spending plan has been readied thinking about the current situation of
the market (Visnjic, Wiengarten and Neely, 2016).