[경영전략] The Music Industry in the Age of the Internet -From Napster to Apple`s iPod(애플 아이팟 사례)

아이팟(iPod) 제품 라인으로, 애플은 매킨토시(Macintosh) 컴퓨터 설계와 판매에 주력하던 기존 업무와는 동떨어져 보이는 영역으로 과감하게 진출했다. 스티브 잡스는 오랫동안 이어져 온 궁금증, 즉, 애플이 최근들어 거둔 성공이 단지 부침이 심했던 회사 역사에 있어 또 다른 일시적 변동에 불과한 것인가, 아니면 스티브 잡스가 과연 지속이 가능한 전략을 발굴해 낸 것인가? 하는 물음에 대해 새로운 다양한 답을 내고 있다.애플의 역사 (Apple’s History)

Apple has established a unique reputation in the consumer electronics industry. This includes a customer base that is devoted to the company and its brand. Actually although they are not apple mania, most people all over the world think that Apple Inc. is the top brand of the consumer electronics industry area. So, we will analyze the main cause of the Apple Incs success by using marketing analysis tools.2. Company description Apple Computer, Inc. is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The companys

to buy a newly released product from Apple whenever they launch new one. So-called Apple Zealots even bother to line up for nights to seize a chance to hold the little gadget in their palms just few days earlier than the normal crowd.This peculiar phenomenon which is commonly described as brand loyalty for Apple is worthwhile researching in terms of consumer behavior and this report will examine which factor causes Apple consumers to establish high brand loyalty for the company.A survey was conducted to verify the hypothesis that has been made which assumes the firms public advertisements

iPod?Around April, Internet and offline new papers were filled with the news that Apple Korea have decided to increase their product price by nearly 30%. High exchange rates and sensitive public sentiments towards any kind of shopping was enough to bring about rage among not only Apple fans but average mp3 player users. It was reported that Samsungs Yepp and iriver were having a field day while Apple Korea saw their sales drop by 80% immediately as they increased their already pricey prices. What better subject was there to intrigue our groups attention then this sudden change in a whole b

in the industry, it is difficult for existing brands to maintain absolute market leadership. Customers in the digital era give high premium to individuality and to a wide variety of preferences. Individualized marketing is therefore preferred over mass marketing when it comes to digital products. The success of a digital company therefore depends on the strength of its brand but on the uniqueness of its products. In particular, the feedback of users of a particular brand is more powerful than its mass advertising and product information campaigns. Through the Internet, in particular, users to