Marketing Management of Apple Brand Extension

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LSBF

Marketing management

Course work Marketing management

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LSBF

Marketing management

Executive summary
This course work was undertaken as part of the assessment in Marketing Management module. It focuses on new product line extension in the example of Apple Inc.’s recent product iPad and comes up with a marketing plan for the extension to it. New product extension is in the form of utilizing iPad as an external monitor and in the future as a control device over other electrical equipment that have some user interface to connect. Work findings are that there are positive macro- and micro-environments coupled with excellent internal operations create good opportunities to develop new products and find
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just revolutionized the computing industry, phone industry, music industry and in some ways gaming industry. They keep surprising the customers meeting and most of the time exceeding their expectations. Innovation and ‘thinking out of the box’ probably are the one of the many reasons for success alongside with good organization, marketing and planning by Apple Inc. Innovation led company is yielding good results in terms of financial results as well. In its quarterly reports Apple posted revenue of $15.68 billion and a net quarterly profit of $3.38 billion in the first fiscal quarter of 2010, ended December 26, 20091 (reporting it as the highest ever revenue and profit) and revenue of $13.50 billion and net quarterly profit of $3.07 billion for second fiscal quarter of 2010 ended March 27, 20102. After the announcement of the second quarter results for 2010 the company CEO Steve Jobs said: “We’re thrilled to report our best non-holiday quarter ever, with revenues up 49 per cent and profits up 90 per cent. “We’ve launched our revolutionary new iPad and users are loving it, and we have several more extraordinary products in the pipeline for this year.”3 This quite extraordinary achievement based mostly on innovation was behind the decision of Apple Inc. being chosen for this assignment. Namely Apple’s iPad was chosen for the assignment and extension to this line in the form of its usage as an external monitor across all operating
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