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Apple - Market Research

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Sam Buxcey

on 16 December 2013

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Transcript of Apple - Market Research

Apple - Market Research
Do Apple Conduct Market Research?
”We do no market research. We don’t hire consultants. We just want to make great products”

Steve Jobs
Apple Vs. Samsung
Apples Main Research Techniques -
Customer Surveys
Anonymous Data Collection
Product Trails / Prototype Testing
Existing product analysis and SWOT analysis
It has often been widely accepted that apple solely focus on what they think should be the future of an idea or product, rather than relying on the customers to decide.
It isn’t the consumer’s job to know what they want.
And it turns out...
Apple do conduct research...
...and have done for a while
Steve Jobs Always dismissed focus groups
Although later it proved invaluable when designing the iPhone 4 & 5
Apple keep their research very secret
This is done so that big competitors like Samsung don't identify product improvements or gaps in the market to get ahead of Apple
This research is used to...
Improve existing products e.g. Improving iPhone 4 to create iPhone 5
Find gaps in the market for brand new products
High profile and popularity of company make it difficult for apple to conduct large scale research
Constant pressure to improve existing products to customer expectations
Pressure to create new products ranges & identify new gaps in the market
Apple's Research is....
Qualitative and
Done internally, never externally
collects primary and secondary Information
Marketing Planning
SWOT Analysis
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?
Brands suc as Samsung bringing out competitor smartphones & devices
Television not fully tapped into & marketed - possible opportunity?
Invest in more affordable laptops and computers
Television not fully tapped into & marketed - possible opportunity?
Invest in more affordable laptops and computers
SMART Objectives
- 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.
- 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
- 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 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...
P2 - Describe the Limitations and constraints of Marketing

P3 - Describe how a selected organisation uses Marketing Research to contribute to the development of its Marketing Plans.

M2 - Explain the limitations of marketing research used to contribute to the development of a selected organisation’s marketing plans.

D2 - Make justified recommendations for improving the validity of the marketing research used to contribute to the
development of a selected organisation’s marketing plans.

Evaluation - is Apple successful in its market research?
Initially yes - apple has reported profits in the 4th quarter of 2013, generating $7.5 billion. http://www.apple.com/pr/library/2013/10/28Apple-Reports-Fourth-Quarter-Results.html
Also, apple has never made a loss since 1997. http://royal.pingdom.com/2010/04/09/the-money-made-by-microsoft-apple-and-google-1985-until-today/
Although I agree that apples market research has helped them alot in recent years to find new gaps in the market, the best example being iPad, a large part of apples success is its cult following and its high quality standard of product
Full transcript