Apple Computer’s iPod holds a commanding share of the rapidly growing global market for digital music players. To maintain its lead as the market continues to grow, what strategic marketing objectives should Apple focus on and why?
Given your answer to question 1, which specific marketing actions would you recommend for accomplishing Apple’s objectives? Be specific with regard to each of the 4 Ps (product, price, place and promotion) in the firm’s marketing program
Hint:
Identify an appropriate marketing strategy consistent with the product’s stage in its product life cycle and the market and competitive conditions it faces, drawing on Chapters 8 and 9 as appropriate.
Identify the strategies key competitors are using, and develop a rationale for the strategy you have chosen.
Sample Solution