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APPLE: A Case Study Analysis Shane R. Mittan, Project Manager Western Michigan University School of Communication Telecommunications Management 4480 Western Michigan University 1903 West Michigan Avenue Kalamazoo, Michigan 49008 Thursday, January 28, 2010 APPLE: A Case Study Analysis Shane R. Mittan, Project Manager Thursday, January 28, 2010 ©2010 Shane R. Mittan Shane R. Mittan Bachelor of Arts (BA) Telecommunications and Information Management Western Michigan University College…

Moreover, in early 2006 there were already 350 million mobile phones in use in China and that number was projected to grow by about 57 million annually.21 Before choosing to launch Google.cn, Google was already a player in this Chinese market. Since the site’s inception in 1999, U.S.-based Google.com had been available to Chinese users as it had been to users worldwide. Unlike its major U.S. competitors, though, Google did not rush to set up a China-based version of its search engine, and thus…

Unfortunately, some companies have mismanaged their greatest asset—their brands. This is what befell the popular Snapple brand almost as soon as Quaker Oats bought the beverage marketer for $1.7 billion in 1994. Snapple had become a hit through powerful grassroots marketing and distribution through small outlets and convenience stores. Analysts said that because Quaker did not understand the brand’s appeal, it made the mistake of changing the ads and the distribution. Snapple lost so much…