Moreover, customers cannot see the value or need until they see the product Breillatt, While this philosophy has served Apple well, there are many aspects of marketing research that could assist in marketing decisions post innovation. Considering market research is as close as a marketing manager might get to a crystal ball, it stands to reason that without it many businesses are shortsighted. Conversely, Apple continues to lead the industry in innovative products without leveraging market research, but at the risk of alienating their cult following by not being prepared to accommodate the long lines of hopeful buyers at their retail stores.
A blend of secondary data accompanied by information captured using a causal design marketing research campaign would have given Apple an idea of the number of units to produce and deliver to the individual retail outlets. At the very least, and in lieu of market research, Apple should have eavesdropped certain social media channels to get a feel for the anticipation surrounding the release of their first generation iPhone.
Apple aficionados were encouraged by the media to join a waiting list Paulk, The waiting list idea was a reactive approach to predict the number of clients to expect on the launch date.
The problem with this, of course, is that the information was collected too late to affect the manufacturing schedule. As a result, thousands of Apple iPhone early-adopters were disappointed. Apple could enjoy greater customer satisfaction by using market research to help determine a branding and positioning strategy. It is true that many consumers are loyal to the brand, and will simply buy the products because Apple designs them.
However, the iPhone and iPad cross into other industries and compete with well-established brands. A marketing manager at Apple must identify a target market before a campaign strategy can be designed. Consumers are fickle—especially technology enthusiasts. Apple for example could look at the Middle East and people would want Iphones that don't overheat. Apple will increase there sales this way. Abdullah you threw my Iphone in the fire pit! They must make sure that the data they collcted must be valid.
Be sure that the Data they collected did not come from a small, select group. This would make it unreliable. These limitations and constraints can be split It can be split as either reliable or Valid Apple looks closely on who their target audience is. They prefer to sell their products to a younger buyer than to older customers. The younger generation would be more into upgrading their existing software.
Market Research Apple uses stratify sampling. More presentations by Kane Owen My Presentation. The Internet and the World Wide Web. Blog 31 August Prezi at Dreamforce The proof of concept Latest posts. Creating downloadable prezi, be patient. Delete comment or cancel. Do you really want to delete this prezi?
Neither you, nor the coeditors you shared it with will be able to recover it again. Comments 0 Please log in to add your comment. And it turns out Apple do conduct research Improve existing products e. Improving iPhone 4 to create iPhone 5 Find gaps in the market for brand new products Limitations Qualitative and Quantitative Done internally, never externally collects primary and secondary Information Marketing Planning SWOT Analysis Strengths Weaknesses Opportunities Threats Large cult following of Apple Brand Great product design Lots of scope for existing product development Large profit margins to fund future growth and acquisitions Brand slowly losing direction and popularity - lack of Steve Jobs?
Invest in more affordable laptops and computers SMART Objectives Specific - Because of apples size and because it is an incorporated company, it is in the shareholders and CEO's best interests to set specific objectives of what the company should achieve. Measurable - Whether this is market research being qualitative or quantitative; or the companies success in general, Apple should ensure its levels of success are measurable so they can be shown to the shareholders, and also so they can be compared to other companies success, to see who is better Achievable - Although apple have always been a very outward thinking company in terms of the products they make, it is important for them to ensure that any targets they set themselves are achievable Resourced - Apple must ensure that they have the necessary resources, as a company, to stay in business.
This means having enough materials to make their products, and enough money to pay their employee's and to fund future business ventures. Time - Time is not a huge issue for Apple, as the only time they are fixed on deadlines is when they announce the release of a new product ll be on a certain date, they have to ensure so many units are ready for distribution and sale by that date In This Unit
On Monday, Apple's Greg Joswiak - the company's VP of Product Marketing - submitted a declaration to the Court explaining why documents relating to Apple's market research and strategy should be sealed. Yes, gasp!, Apple does engage market research. Quite a bit of it actually.
Apple is the wealthiest corporation in the world, and as such, is almost certainly using every method of market research out there, from purchasing syndicated research to in person focus groups to usability testing to survey research (this I can confirm, as a recent recipient of an Apple research survey).
Schiller, Apple's senior vice president of worldwide marketing, spoke briefly, yet candidly, about the company's approach to using market research, or rather, not using it. Historically, Apple representatives, including the late Steve Jobs, have spoken of how the company does not rely on market research in product development. Apple uses Market Research to: try and further improve their product -try and increase their good relationship with customers. Reliable Apple Inc. determines if the the research is reliable or not. These things can be split to make research reliable as age, gender, and social background. Gender Apple Inc. cannot just look at one gender. Apple has to look at all genders or else we will get the manpad.