Michael Krauss, in apple takes branding cue from Bob Dylan, describes the merchandising strategies of Apple data processor corp. to increase the market share of its products and gather in the brand name apple known by more than and more people. Krauss lists and explains many strategies that the Apple computer corp. adopts to meet the merchandising goals of the company in this article. This article helps me to have a purify understanding of the marketing practices learned in the class and the seed illustrates clearly how this company introduces to obtain more success in the competitive market.
In this article, Krauss explains several marketing strategies that Apple computer corp. uses to innovate itself to a more competitive company and to strive for more market shares, such as the leading-edge design of the products, more harmonious products with other technologies and its widespread retail stores. First of all, the author uses a hook of Bob Dylan who was a popular folk role player in the 1960s. However, Dylan wanted to write songs that are far beyond the niche folk euphony market and shock the music world. Although his innovative performance with his electric guitar at the Newport Folk fete was not welcomed and accepted by the audience, he made a spoiled step from his folk music market to the dwell of the music market.
From the story of Bob Dylan, Krauss educes the case Apple computer corp. which wants to broaden its market to have a larger gull audience without losing the companys values or traditions. Besides that the company keeps the impertinent design of its products and improves the compatibility of the products, Apple computer corp. founder and CEO Steve Jobs has a try of opening retail stores in many big cities. Then, the author quotes the speech of the Apple spokeswoman, Jane...
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