Marketing Management of Apple Brand Extension Essay

6359 Words Nov 9th, 2012 26 Pages
LSBF

Marketing management

Course work Marketing management

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Marketing management

Executive summary
This course work was undertaken as part of the assessment in Marketing Management module. It focuses on new product line extension in the example of Apple Inc.’s recent product iPad and comes up with a marketing plan for the extension to it. New product extension is in the form of utilizing iPad as an external monitor and in the future as a control device over other electrical equipment that have some user interface to connect. Work findings are that there are positive macro- and micro-environments coupled with excellent internal operations create good opportunities to develop new products and find
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Source: http://www.apple.com/pr/library/2010/01/25results.html Source: http://www.apple.com/pr/library/2010/04/20results.html 3 Source: http://www.apple.com/pr/library/2010/04/20results.html

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LSBF

Marketing management

Student ID: A4004645

If we look at the current market of laptop computers and desktop computers there is still a significant lag between multi touch capabilities of the most popular operating system of Windows 7 and the technology that enables to utilize these features. Most of the laptops and desktop computers are coming with Windows 7 operating system even though they don’t have touch screens. This is making the experiencing the full features of Windows 7 quite limited. Moreover most recent products are coming with wireless capabilities, especially printing equipment, which could exploited in other appliances. This report will try to analyse the feasibility of iPad’s usage as an external monitor and what opportunities it can give for its further market penetration. It will start with situational analysis and will try to come up with a marketing plan to further this product extension.

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LSBF

Marketing management

Student ID: A4004645

Background
Even though there are touch screen laptops and computers in the market, prices are quite high and in these economic conditions, when people are more concerned about their finances it might not be wise to assume that they will buy those

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