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Marketing Management
2007

Apple iPod
Case Study



Table of contents
1 ANSWER TO QUESTION 1 1
1.1 HOW WOULD YOU DEFINE THE MARKET FOR THE APPLE IPOD? WHICH ARE THE RELEVANT EXISTING AND FUTURE COMPETITORS? 1
2 ANSWER TO QUESTION 2 1
2.1 HOW WOULD YOU DEFINE APPLE’S COMPETITIVE ADVANTAGE? 1
3 ANSWER TO QUESTION 3 2
3.1 HOW IMPORTANT IS CUSTOMER LOYALTY FOR APPLE? 2
3.2 WOULD YOU RECOMMEND A STRICT EXIT STRATEGY FOR ITUNES, IF THE PROFIT PER TRACK OF 10 CENTS WILL GO DOWN TO ZERO EVEN NEGATIVE? JUSTIFY. 2
4 ANSWER TO QUESTION 4 3
4.1 DEVELOPMENT OF A PERCEPTUAL MAP 3
4.2 WOULD YOU LIKE ADDITIONAL DATA? 4
5 APPENDIX 6
6 REFERENCES 9

Table of Tables
Table 1 Marketing questionaire of portable Mp3 players ranked for importance 3
Table 2 Score table for iPod according to ‚Importance’ 6

Table of Figures
Figure 1 Perceptual map 1 : Price vs. Portability 7
Figure 2 Perceptual map 2: Price vs. battery endurance 7
Figure 3 Perceptual map 3: Price......

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Approximate Word Count: 2219
Approximate Pages: 9 (250 words per double-spaced page)

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