Introduction to the product
Apple is a well known firm and has revolutionized the way in which the internet technologies are being used. Apple i-pad is a tablet form of computing devices that was the first of its kind and it became popular very quickly. The branding of this product was based on Apple's strategy of branding its complete product line based on the "i" series which includes the i-pod, i-pad, i-phone and other products. In case of Apple, it was extremely important for the firm to be able to establish itself and its products in an effective manner. It became important for the firm that it innovated in order to compete in the present global environments. The product strategy and design helped it create a distinct brand for the firm as well as its products including i-pad. It is extremely important for the firm to be able to ensure that they are in a position to achieve better market presence and also achieve better growth. In this way they avail better levels of success even in times of tough competition. They are able to ensure that the organization is ahead of several other firms and this helps them cater to the needs of the global markets (Kotler & Keller, 2012).
Product strategy and design
The product strategy and design is based on technology and communication aspects based on the web technologies and products or devices which enable the same. The Apple i-pad became an instant hit because of its features as well as functionality. It also became a revolutionary product that symbolized technological advancement and Apple as a brand added higher value to the product. In this way it was an instant hit in the global markets and it also symbolized a change or growth in the technological acceptance model as people were now comfortable accepting such major changes in technology. It also created a buzz among techies and non techies alike since it was a product that could be easily used for daily purposes and functions (McAlister & Ferrell, 2002).
In case of the product matching the aspirations of the potential customers and their expectations it is essential to understand the technology acceptance levels as well (Kotler & Keller, 2012). It is important for the firm to be able to understand the needs of the customers in order to cater to them in an effective manner. It is important for the organization to be able to develop several internal capabilities in order to form a better level of growth and development. It helps in the creation of an effective release and innovation which is not possible if the internal capabilities of the firm are further strengthened. Otherwise, it is not possible to bring in better levels of growth in the organization. Only then it creates a better level of alignment of product offerings with the customer's aspirations. It helps form the required strategy for marketing as well as launching the product which are extremely important in order to bring in effective change and growth in the organization and all of this is possible only when the organization stays focused on innovation (Kotler & Keller, 2012). This makes it possible to establish a business in a strong and effective manner.
Managing the product
The social structure at Apple Inc. is incredible. Based on the socio – techno theory or perspective, Apple considers the human resources as an important asset of the firm and gives them a fair amount of credit for the success of Apple. The partner with their employees and give them profit sharing options. Moreover the informal social structure formed at Apple on the basis of propagation of equality and equal opportunity is extremely impressive. Several other smaller organizations consider this as a best practice and try emulating the social structure at Apple. All of these factors make it possible for the firm to manage the i-pad and create an effective market for it.
In order to ensure that Apple is able to grow strategically, it is important for them to grow in terms of innovation and this is possible only when there is formalization of several of its processes. This can then create an effective business element which requires the implementation of branding strategies that can help form better success (Kotler & Keller, 2012). In this way Apple has been able to develop the business in an effective manner through innovations like the i phone and the i pad. In the near future we can expect Apple to be one of the top most or most successful innovation and Technology Company in the field of computers and electronics. This can be observed in the recent products of Apple which combine features of mobile phones, music systems and computers to form a i-pad which helps in reading of e-books, carrying out several of the social networking and computer related activities and can also be used as a music player. In this way cutting edge competitiveness in product design and branding has helped Apple create an effective market for the same.
Developing a pricing strategy and plan
The pricing strategy of Apple is based on premium pricing and the same has been implemented for i-pad as well. It believes in high quality and unique technology based designs. In this way Apple has also been able to succeed as a technology firm based on its human resources which it considers to be an important aspect of success. Considering it as a resource has helped Apple in the long run. Differentiation helps Apple focus on premium pricing strategy. It has also helped them create a strong level of balance between the formation of a modern organization and still being stuck to several organizational conventions. In case of there not being a balance maintained, it becomes difficult for the firm to grow or even stay focused on the creation of a dynamic organization (Samiee & Roth, 1993).
Recommendations and Conclusion
The most important problem faced by Apple is that it incurs high costs of research and development which is crucial for innovation. Moreover this results in premium pricing of its products, thus making them a product for the classes and not for the masses. The fact that several of its competitors come up with similar products at a later stage and also at much lesser prices, this results in them being able to target at the masses. Apple in this process, losses an important market share. The modernist analysis indicates that people and other resources at Apple can be pooled to create products which cannot be easily replicated thus helping it maintain the much required uniqueness in case of its products.
Environmental uncertainty is an extremely important aspect that Apple requires to consider while creating and innovating products (McAlister & Ferrell, 2002). In case of any other competitor of Apple coming up with a better or advanced technology, Apple may have to withdraw its products or the product itself may fail at the markets due to lack of sales.
Then Apple may not be able to reap back its capital investments thus leading to a loss making venture. Apple requires using contingency planning in such situations so that it is able to manage several such situations, especially as innovation is one of its major strengths and core focus. This strategy can help an organization like Apple to manage the risk involved in innovating and this could have negatively impact the branding and marketing of i-pad had it not been the brand Apple supporting it. This helps focus on the quality of service and providing higher value to consumers. It also helps ensure that there is effective utilization of the concepts of consumer decision making and organizing the whole service around consumer expectations and increased value based experience (Samiee & Roth, 1993). Changing times make it extremely important to revolutionize the marketing system and ensure that it suits the present needs. The communication should be based on combination of multiple media and programs. The alternate business model is the online business model and so online marketing has become an essential element for global businesses in the age of internet and that should also be integrated in the promotion efforts.
Kotler, P. & Keller, L. K. (2012). Marketing Management. 14e. Pearson Education Limited
Samiee, S. & Roth, K. (1993). The Influence of Global Marketing Standardization on Performance, The Journal of Marketing, 56(2), pp. 1-17
McAlister, D.T. & Ferrell, L. (2002). The role of strategic philanthropy in marketing strategy. European Journal of Marketing, 36 (5/6), pp.689 – 705